This document discusses how to use Facebook for community organizing and activism around causes. It outlines that vision and action together can change the world. While Facebook is often used to share personal details, it can also be used to promote causes through cyber activism. The document then discusses different types of Facebook users and how people really use it. It provides information on personal accounts, Pages, and Groups as outreach channels for causes. It also offers tips on creating content, engaging communities, and measuring success through Facebook Insights. The key takeaway is that setting goals and choosing Pages or Groups depends on whether the focus is awareness or action.

1. FACEBOOK FOR A CAUSE:
Online Community Organizing

2. “Vision without action is merely a dream
Action without vision just passes the time
Vision with action can change the world”
~ Joel Barker

3. But isn’t Facebook just for
people to share the boring
details of their mundane lives?

4. And
their
food!

5. TYPES OF FACEBOOK USERS
 The addict
 The sharer
 The lurker
 The news junkie
 ???

6. HOW WE THINK PEOPLE USE FACEBOOK

7. HOW PEOPLE REALLY USE FACEBOOK

10. FACEBOOK AND CYBER ACTIVISM

11. Using e-mail, blogs, and social
networking sites to publicize a cause
by disseminating information
quickly…
Cyber
Cyber Activism can help promote a Activism
cause, product, company, politician or
a revolution; witness the extraordinary
amount of cyber activism in the
Middle East after the turn of the
century.
Source: PCMag.com/encyclopedia/term/63075/cyberactivism

12. Does Cyber Activism really
work?

13. TWO CAUSES/TWO CAMPAIGNS
Cartoons for
Support Gay Marriage
Child Abuse Awareness

14. TWO CAUSES/TWO CAMPAIGNS
Cartoons for
Support Gay Marriage
Child Abuse Awareness
 2010  2013
 Created awareness  Created awareness
 Awareness enough?  Awareness enough?
 Offline Activism?  Offline Activism?

15. How can Facebook help me
organize around my cause?

16. FACEBOOK OUTREACH CHANNELS
 Personal Account
 Pages
 Groups

17. PERSONAL ACCOUNT
 Private
 Followers
 Freedom and flexibility
 No statistical Data

18. PAGES
 Types:
 Brands,Organizations, Individuals, Celebrities
 Applications
 Insights (stats)

19. GROUPS
 Friends/Family
 Organizational
 Cause/Topic
 Privacy: Open/Closed/Secret

20. CREATING AND/OR CURATING CONTENT
 Photos
 Articles
 Status Updates
 Questions/Surveys

21. COMMUNITY ENGAGEMENT
 Get them talking
 Provide good, relevant content
 Change it up
 Connect w/other likeminded organizations
 Remember rules of effective communication
 Pay attention to your Insights

22. How will I know if it’s working?

23. INSIGHTS
 Likes
 Demographics & Location
 Where they came from
 Reach
 Demographics
 How you reached people
 Visits
 Talking about this
 Who
 How

24. REACH
 Demographics
 How you reached people
 Visits

25. LIKES
 Demographics & Location
 Where they came from

26. TALKING ABOUT THIS
 Who
 How

27. How do I figure out which will
work for me or my organization?

28. DECISIONS, DECISIONS…
Page Group

29. DECISIONS, DECISIONS- PAGE OR GROUP
 Set your goals
 Followers vs. Active Participants
 Awareness or Action

30. STAY CURRENT
 Mashable.com/guidebook/facebook/
 socialmediaclub.org/chapter/chicago
 Social Media for Nonprofits (Conference 5/20/13)

31. Facebook for a Cause:
Online Community Organizing
Libby Juliá-Vázquez
Communications Manager
ljvazquez@bickerdike.org
773.278.5669