The downside of social media’s
popularity is thatorganizations have a harder time getting noticed.You’re constantly competing for your audience’sattention against: • Their friends • Well-funded brands • Automated apps (news, music, games, etc.) • Other nonprofits
And just as things were
getting so crowded,Facebook made changes that dramatically reducedthe visibility of organizations.
An analysis by the blog
AllFacebook.com found thatFacebook page content is now seen by a mere 17%of fans. Source: AllFacebook.com, January 2012
Content begins with brainstorming.• Bring
in key players, but not too many• Take stock of what content you already have• What audiences are you targeting? What do theycare about? Does that change seasonally?• What are potential sources for ongoing content?• How will you engage your audience instead ofjust talking at them?
You’ll need a system.I recommend
Google Docs because they can beeasily shared, with real-time collaboration.If you’re working from a non-shared document,make sure it’s clear who “owns” the official versionand where it lives.
It helps to have two
kinds of content plan:1. A “Global View” spanning the entire year2. A “Daily View” with pre-written content (or at least topics) for each month
Facebook is one of the
most affordableadvertising options in America.Ad Medium CPMBroadcast TV $10.25Magazine $6.98Cable TV $5.99Newspaper $5.50Radio $4.54Online Banner $3.50Outdoor $2.26Facebook $0.15 - $0.75
Ask yourself these questions:1. Are
we measuring the effectiveness of what we’re doing?2. If so, are we setting goals and planning ways to reach those?3. Are we finding ways to make each post engaging?4. Are there potential partnerships we haven’t thought of?5. Are we doing more of what works and less of what doesn’t?