Facebook For Good: Empowering 500M Users
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Facebook aims to connect people and make the world more open through their platform. They have over 500 million users and partner with organizations to build free tools. Their philosophy is that everyone is a partner and they have the most impact by creating tools for open use while focusing on education. They provide tips for non-profits to make the most of their Facebook pages such as creating an engaging voice, programming content, and using visuals and interactions to connect with supporters.
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Facebook For Good: Empowering 500M Users
- 2. “ Give people the power to share and make the world more open and connected. ” -Facebook’s mission
- 4. clothing designer restaurant favorite cereal roommate best friend tv show teammate mom brother celebrity tv show coffee shop girlfriend favorite band co-worker Product Vision clothing designer restaurant favorite cereal roommate best friend tv show teammate mom brother dad dad celebrity favorite beer sister girlfriend favorite band co-worker
- 5. Partnering in the Social World
- 6. Our Philosophy 1. You’re all our partners. v 2. We can have the most impact by building free tools that anyone can use. 3. It’s all about education.
- 7. Make your Page Successful
- 9. CREATEa VOICE Be personal & educational
- 11. Use themes to plan content
- 12. Create Exclusive Content & Programs
- 13. Create things just for Facebook
- 14. Use Visuals
- 15. Photos are more compelling than text
- 16. Push & Pull
- 18. Make Supporters the Stars
- 20. Engage Other Groups and Orgs
- 21. Tap into other communities
- 22. Get Creative with Facebook Features
- 23. Use new features and functionality
- 25. Use Insights to guide decisions
- 26. Market your Facebook Presence
- 27. Let supporters know you have a Facebook presence
- 29. Thank You!
Editor's Notes
- Introduction: Name, role at Facebook.Today I am going to give you all a little 101 for Non-Profits on Facebook. I’ll talk about the role of Facebook in the social good space, how we view our relationship with the non-profits, NGOs and social movements that live on Facebook today and give you all some basics on what you can do to maximize your presence on Facebook.
- I’d like to start off with our mission, which is to give people the power to share and make the world more open and connected. By doing this we’ve not just allowed people to connect and share with their friends, colleagues and family, but we’ve set the stage for organizations like yours, everything from huge international organizations to individuals looking to make a difference, to spread the word and further their mission.Our mission is working out really well . . .
- First, it’s all about people and their authentic identity. Facebook is built around an authentic identity. On Facebook, authentic identity is monitored by the community because real people are connecting with their real friends. The expression of a true identity helps people better connect with more people in more ways. Second, it’s about connecting people with the people and things they care about: The people they know in the real world (friends, co-workers, college classmates) and the interests they have (tv shows, a favorite band and, of course, the causes you care about). We make it easy to find people you might know and instantly connect – or re-connect – with them. Third, it’s about giving people the tools to share their thoughts and opinions with those people. Through tools like status updates we give people the opportunity to share their thoughts with their friends. With these tools, Facebook makes it possible to share thoughts, opinions and feelings and define yourself not only by your network of friends but also by your interests, likes and dislikes. This product vision has set the stage for incredible success in the social good space, from movements to huge organizations to individuals looking to make a difference . . .
- So now you’re all asking yourselves, how you get in on the action?
- People ask us all of the time, ‘how can we partner with Facebook?’ Here is how we approach the space:The way we see it, you and all of the organizations and movements using Facebook are our partners. Our tools are open and free to use. The way we can be most helpful to all of you and other non-profits is by focusing 100% on building and developing the best tools for you to spread your mission.But we don’t stop there. The great news is that we just happen to know all of the tips and tricks to creating a successful Facebook presence, and we want to educate all of you on maximizing your impact on the platform.
- Now, I know we have people at all different levels of sophistication when it comes to the space, but as I said I like to stick to the basics that any organization can do no matter what their size. I’d like to walk you through my 10 tips for non-profits on Facebook.
- Create a VoiceMake it personal, authenticPeople on Facebook don’t want to connect with properties but with people. Make sure you come across as the people who are behind your organization and all of the change you are driving.Don’t just bombard people with information to educate them on it, make it more personal and compelling.
- Here is an example of a Red Cross post. Notice how it’s not in press-release speak but as people:Don’t use the first person, ‘WE’Use exclamation points, make it more personal.
- Program Your PageOne of the questions I get the most is how often do I update . . . no exact answer that applied to everyoneMake a schedule that you can keep Create Theme DaysBe Timely - Use world events and holidays and create tie-ins
- See here how the Humane Society created Big Cat week to engage their Facebook Fans.People love pictures of animals (and babies). Use them!
- Create Exclusive Content and ProgramsGive people a reason to be on your Facebook Page.Your Facebook Fans may be very different from the people on your website, blog, YouTube or Twitter. Recognize them.Don’t make your Facebook page a repeat of your website or blog. If you do, make sure you give it a personal spin.Yes, bring content from other places but also give people a reason to be on your Facebook Page. Facebook-specific programs and content are the way to do this.If you are
- Nicole Kidman went to Haiti last year and did exclusive updates about her experience live on the ground. Facebook was the only place you could see these and gave people a reason to go to the Page. Also, it’s important to realize that your Fans on Facebook might be different from those on your website or Twitter or YouTube. You want to make sure you’re calling them out specifically so they feel recognized.
- Use Visuals Here is the thing about plain text updates . . . In a crowded news feed that is full of updates from my friends and family (and maybe even Britney Spears), a plain text update just isn’t that sexy.Use photos and videos to get your point across. People are much more likely to engage/pay attention when there is something to look at/watch. If you only have text updates it’s not as powerful – PLUS it doesn’t help if you have international followers who don’t operate in the same language you do.
- This is an example from TOMS Shoes. I’m such a big supporter of their model and the work they do. They have shoe drops across the world where employees give away a pair of shoes for every pair purchased. This picture of 2 cute kids enjoying their shoes is much more effective than a plain text update. By seeing this visual I’m engaged right away and seeing the result of my contribution.
- Push and PullDon’t just talk at your supporters. Promote your cause while eliciting a response from followers. When you ask a question that causes them to comment, not only are they engaging but their engagement shows up in their news feeds, which gives awareness of you to their followers.When someone comments on your Page it goes into their newsfeed. That’s the possibility for 130 of their average friends to see it.This is how things go viral.
- The Nature Conservancy does a fantastic job at this. They are in the comments section of their Page at least a couple of times a day. It makes them look very present.
- Make Supporters the StarsEveryone loves a little bit of Internet fame.Organizations recognize their volunteers and supporters all of the time, just not necessarily online.This could be a great reason to create a Fan Friday, where you reward supporters.Once you’ve engaged fans by pushing and pulling, reward them by highlighting the responses you like best. Comment on people’s comments or feature a photo/video/story they’ve shared with you.
- Engage Similar Groups and OrgsGroups in your space have large followings and are influencers, leverage themLeverage the following of your spokespeople, board, etc.Everyone is an activist in social media.
- This is an app that lives on Delta Airlines’ Page. They are a top supporter of Habitat for Humanity, and are asking their customers to vote on which city they should build houses in next.This is a win-win for everybody . . . Habitat for Humanity gets exposure to Delta’s hundreds of thousands of fans while Delta gets their customers engaged in their charity efforts.
- Be willing to experiment with new features and functionality.Use events, places, and deals in ways that will help your initiatives go viral and raise money.
- Stand Up 2 Cancer used this signage at their enormous national fundraising event to get people to help spread the word.
- Know Your SupportersUse Facebook Insights to know who your supporters on Facebook are. This will help you develop more targeted campaigns. We have a webinar on Facebook Insights that lives on Facebook Live.
- You can get demographic info (age, gender, country) and post feedback.Use these to craft your future posts. Appeal to your Facebook Fans!
- Market Your Facebook PresencePeople are spending a lot of time on Facebook. Nielsen says it’s at 7.7 hours a month globally. You want to people to know that you are where they are spending their time.Make sure your Facebook Page url lives on all of your materials, web properties, etc. Let people know that you are engaging and forward-thinking.
- Here is an example of a Facebook badge that (RED) has on their website.
- Be sure to check out http://facebook.com/nonprofits.We have a brand new Resource Center for Non-Profits there with case studies, tips and tricks as well as product info.Additionally, we feature examples of how organizations are using Facebook in new and creative ways.
- Thank You!