1.
2014 ROTARY INTERNATIONAL CONVENTION
Five Things Every Rotary Club
Facebook Page Should Have
#ricon14

2.
• 20 years
communications
experience
• 6 years social media
experience
• Manages
facebook.com/rotary,
@rotary, LinkedIN
Antoinette Tuscano, Communications senior
supervisor at Rotary

3.
1. Determine your audience and create a strategy
2. Use images that make your club look great
3. Make your About and other Facebook tabs work
for you
4. Post content that is relevant to your audience
5. Get club buy-in
The Facebook Five

4.
Audience
#ricon14

5.
Who would you like to read your
social media posts? And why?

6.
Who is best reached by Facebook?
Club members that you see every week and you have email
addresses and phone numbers for?
Or an external audience looking to learn more and might
want to join or donate to your club?
Audience

7.
What Rotary does can provide the content Facebook audiences look for

8.
Strategy
TAKE ACTION #ricon14

9.
80 percent of your Facebook posts should be
about what’s most relevant to your audience.
Strategy – How do you reach your audience?

10.
How do you want someone to feel after
reading your post?
What action would you like someone to take
after reading your post?
They read your post, and now so what?

11.
Simone Collins
•Rotary Club of Freshwater Bay, District
9455, Western Australia
•RICON14 Organizing Committee &
Promotions Committee Member
•ROSNF Charter Chair & former ROSNF
Training Chair
•14 years professional experience in
online communities / social media
•Facebook.com/rtnsimone
•Facebook.com/ricon14
•Facebook.com/freshwaterbayrotary
•Facebook.com/rosnf
•Facebook.com/membershiptips

12.
• Professional look – close up, in focus, good lighting
• Colour!
• Action
• Happy people…and lots of them!
• Tell a story
• Showcase your members and achievements
Photos – What attracts people?

13.
Photos with an air of mystery

14.
Photos that introduce your happy members

15.
Photos of your fun, exciting events!

16.
Photos of your club making a difference!

17.
Photos that recognise success

18.
• Profile picture needs to look good as a small
square
• Nothing too busy
Easily identifiable, e.g. Rotary emblem
Not likely to change regularly
• Cover photos can showcase your club
Photos are easy (only see 850 x 315 px) but
choose wisely
More professional mashup with appropriate
text (e.g. website URL) even better
Profile Pics and Cover Photos

19.
Profile Pics and Cover Photos

20.
Profile Pics and Cover Photos

21.
About Section -- Overview
• Set the scene succinctly in the
“About” overview, just under your
profile pic – don't overrun the space
provided!
• In particular, mention where
precisely you are! It can be
impossible to work out where a club
is from its name alone, especially
since many places share the same
town name.
• If you have room, include your web
address.

22.
About Section -- Details
• Fields provided
depend on page
category chosen.
• Fill in as much
detail as possible –
especially your
contact details!
• Be sure to include
your web address so
visitors can explore
further.

23.
About Section – Life Events
• Use Life
Events/
Milestones to
record key
occasions: club
presidents,
awards and etc…

24.
Connect with other organizations
Like the pages of other organizations you work with,
including Rotaract and Interact clubs, and interact with them!

25.
Events
• Events are a great way to
increase attendance
• Very quick to set up
• Guests can buy tickets
online
• Map of location
• Easily update attendees
and those considering
going
• Automatic reminders
through Facebook

26.
ABOUT THE SPEAKER: Susan E. Fisher
Susan’s Rotary Social Media Sites
Rotary Club of Wilmette Harbor Facebook page
Rotary Club of Wilmette Harbor LinkedIn group
Rotary Club of Wilmette Harbor Twitter account
President Elect & Communications Chair
Wilmette Harbor Rotary Club, Wilmette, Illinois, USA
Rotary Foundation Ambassadorial Scholar in Journalism
Related credentials: M.Ed. & interactive marketing certificate
Meet me on
LinkedIn

27.
Content
EXCHANGE IDEAS #ricon14

28.
PUT A FACE ON ROTARY: Tell your club’s story
Reflect your
brand
Set call to action
Remember: A
picture says …
Encourage
“likes”
Promote
events

29.
PUT A FACE ON ROTARY: Show who you are & what you do
This iconic club photo
attracted 768 unique
users:
Why?
• Many people tagged
• Many people “liked”
• Several people
commented
• One person shared

30.
• Use a conversational
voice
• Target audience with
relevant messages
• Strike an emotional
chord
• Try questions to
engage
• Make clear calls to
action
ENGAGE THE VISITOR: Be simple, relevant, and direct

31.
ENGAGE THE VISITOR: Help people find you with “like”, @, “tag” & “#”
Help people find
you and learn your
story through
• Likes
• Tags
• Hashtags (#)

32.
KEEP IT FRESH: Check your results, adjust accordingly

33.
Club Buy-in
TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS

34.
SELL YOUR CLUB: Be clear about benefits
• Encourage dialogue
• Tell them: FB is too big to
ignore
• Be clear about objectives:
awareness
• Contrast with other media
• Explain benefits:
• Puts a “face” on Rotary
• Strengthens club ties
• Builds support
• Supports recruiting

35.
ADDRESS FEARS: Be frank and keep it simple
•Simplify
concepts
•Discuss
privacy
Define terms: FB, pages, groups, friend, like,
messages, news feed, notifications, poke, profile,
ticker, timeline, wall

36.
GET STARTED: Ask your members to take specific action
• Sign up
• Visit
• Like
• Visit
• Click
• Comment
• Share
• Keep the momentum – champion the champions, send reminders, set a
regular cadence of posts, use scheduling tools, designate a page roles

37.
Questions?
#ricon14

38.
Supplemental
TAKE ACTION, EXCHANGE
IDEAS, JOIN LEADERS

39.
PUT A FACE ON ROTARY: Show ‘em who’s coming to dinner…or breakfast

40.
PUT A FACE ON ROTARY: Show how to get involved