The document is a guide for enhancing Facebook pages through a social media class led by Jaime Olive, focusing on effective engagement and strategy development. It emphasizes the importance of listening, establishing clear objectives, and understanding different Facebook tools, such as profiles, pages, and groups. It also provides practical tips for content creation, audience building, and utilizing various Facebook applications for organizational communication.

1. Hands-On Social Media
Class 2:
Enhancing Your Facebook Page
Jaime Olive
PCC AmeriCorps Member
pcc@parasol.org

2. Welcome!
Introductions
What is your experience with social media?

3. What is Social Media?
Media for social interaction, using web-
based technologies to transform and
broadcast media monologues into social
media dialogues.
It’s all about listening, sharing, and
engaging

5. Understanding Social Media
“Listening” : monitoring what is being said
about you or your issue*
Research how similar organizations are
using social media
Engage with relevant blogs, pages, etc.
*Listening Tool:
•Google Alerts and Google Reader

6. Why build a strategy?
Gain a clear understanding of how and why
social media is effective
Set objectives
Identify your target audience
Identify the best tools and tactics to use
Integrate social media with other
communications plans
Determine agency capacity and resources
Identify a system for evaluation
Develop a foundation for experimentation
Create policy
Aid in changing organization culture

7. Tactics
Listen
Participate
Produce Content
Generate Buzz
Build a Commuity
What Tool(s) should I use?
Facebook!

8. Experiment!
Listen, fail informatively, and evolve
Steps to planning and designing your first
experiment:
Pick a social media project that won’t take much
time and relates to your goals
Write down your successes
Write down your challenges
Ask or listen to the people you connect with about
what worked and what didn't work
Watch other nonprofits and copy and remix for
your next project
Rinse, repeat

9. Hands-On

10. Profile/ Page/Group
• Profile: serve as a home base on the web
for individuals to express themselves and
connect with others
• Page: create a presence for a business,
brand, or nonprofit on Facebook
• Group: organize a group of people
around a common issue or interest

11. What is a Facebook Page?
• Who: organizations, businesses,
celebrities, and bands
• What: official webpage on Facebook
• Why: help the entity communicate and
engage with their audience, and capture
new audiences

12. Page vs. Group
• Branded presence on • Fosters group discussion
Facebook around particular topic area
• can only be created to • can be created by any user
represent a real organization and about any topic
by an official representative of • Can be closed or secret
that entity • Admins’ names displayed
• Public but can restrict • Actions/posts come from
settings you as individual
• allows admins to maintain a • no customization; only
personal-professional basic apps
distinction on Facebook
• Analyze traffic with Insights

13. Privacy
• fans of your Pages will not be able to
see or access your personal profile
• Pages cannot see the profiles of people
who connect with them, only their
profile photo and name

14. Creating a Facebook Account:
Personal vs. Business
• Friend base to help • Maintain personal –
build audience professional
distinction
• Easy staff turn-over

15. Creating Your Page
• Upload picture
• Edit information

16. Building Your Audience
• “Like” = How people make a
connection to your page
• Invite your FB friends
• Email the page URL
• Add Page Badge to website, E-News
• Facebook Ads

17. Administration
• To Access:
– Ads and Pages on homepage
– Account > Manage Pages
– Search field
• Admins can add other Admins

18. Content Tips
• Post photos and video
• Headlines are everything
• Be concise
• Create previews
• Bite-sized content

19. Applications
• Events, Links, Notes, Photos, Videos
• Causes
• Promotions
• My Merch Store
• Static FBML
• Oh so many more!

20. Events
• Application Settings
• Create Event
• Invite People- From friends list or enter
email addresses
• Send updates
• Post reminder on wall

21. Links
• Application Settings
• Attach Links
• Select Thumbnail

22. Notes
• Application Settings
• Use like a blog
• Post press releases

23. Photos
• Application Settings
• Showcase programs/activities
• Create album, edit photos

24. Video
• Browse Apps
• Add to Page
• Application Settings
• Load video

25. Resources
• Facebook Help Center: www.facebook.com/help
• Facebook support for nonprofits:
www.facebook.com/nonprofits
• Social Media Starter Kit: www.wearemedia.org
• Blogs: www.bethkanter.org
http://johnhaydon.com/
• Social Tools for Social Change: www.Socialbrite.org
• Social Web Strategies:
www.facebook.com/InboundZombie
• Social Media Webinars: www.techsoup.org
• Social Media Research:
http://www.idealware.org/topics/social-media
• Using the Causes App:
http://exchange.causes.com/resources/nonprofits/