The document discusses the effectiveness of Facebook for nonprofits, highlighting user engagement with brands through fan pages and groups. It compares the advantages and disadvantages of Facebook fan pages versus groups, emphasizing communication strategies and donor cultivation. Key insights include the importance of customizing interactions, monitoring fan engagement, and leveraging social media for customer service and volunteer development.

1. Nonprofit Facebook Primer
Richie Escovedo

2. People are interested in interacting with
social network friends, not marketers...
...maybe

3. but consider this...
May/09 survey — 52% of
social network users had
become a fan or follower
of a company or brand,
while 46% had said
something good about a
brand or company on a
social networking site —
double the % who had said
something negative (23%).
http://www.emarketer.com/Article.aspx?R=1007252

4. Facebook has the market
Facebook surpassed
MySpace as the leading
social network in the US and
leads market share of US
social networking site visits.
Sept/09 data — 59% of all
social network category
visits were at Facebook,
compared with just over 30%
for second-place MySpace.
http://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43&

5. well hello

6. Fan Pages and Groups
parts and sections - profile images
Full size when
viewing 'Wall' &
'Info' tabs
Tip: Profile
images 200px
wide by 600px
tall leverage
more screen real
estate

7. Fan Pages and Groups
parts and sections - side boxes
Tagline, basic
information, your
fans/members
and other
content

8. Fan Pages and Groups
parts and sections - title & tabs
Title, 'Become a Fan' or 'Join Group' link, and Tabs
Note: Facebook fan pages and groups have 'Wall' and 'Info'
tabs on left. Other tabs can be adjusted/modified.

9. Fan Pages and Groups
parts and sections - wall
You decide how
the wall shows
updates - just
you, just your
fans, or you AND
your fans
Groups similar
for members
through
customizations

10. Fan Pages and Groups
parts and sections - advertisements
Targeted ads -
how Facebook
makes its $
Tip: You will
likely see fake
ads for your page
to get you to
create your own

11. Fan Pages and Groups
parts and sections - publishing content
Where interactions happen
Note: You determine what your fans can/cannot publish.
A variety of content possible from text to complex stuff.

12. Fan Pages and Groups
parts and sections - additional navigation & applications
smaller logo/image
50px by 50px icon
beyond rigid 'Wall'
and 'Info' comes
customizations like
photos, videos,
calendars,
discussion boards
plus your own
created content
no applications for
Groups

13. Groups
parts and sections
While similar in look
to Fan Pages,
Groups have their
pros and cons.
Let's compare...

14. Facebook Groups
advantages/disadvantages
allow for bulk event invites
now look more like pages
slightly easier to set up and manage
total control over who becomes
members
only visible to Facebook users
no extra applications added to them
require regular visits to use the
messaging feature

15. Facebook Fan Pages
advantages/disadvantages
updates show in the fan news feeds
visible to users not registered with Facebook
content visible before they become a fan
allows for custom Facebook usernames
add custom applications and rich content
visitor stats (Insights) to track visitors and interactions

16. Facebook Experiences
Amphibian Stage Productions
http://www.facebook.com/pages/Amphibian-Stage-Productions/62320864644

17. Facebook Experiences
Trinity Habitat for Humanity
http://www.facebook.com/TrinityHabitat

18. Communication & Personality
Facebook can simplify
communication efforts.
Not really simplified,
rather a complex juggling
and balancing of many
opportunities.
But you can be efficient.
http://www.flickr.com/photos/rveldwijk/2907506894/

19. Communication & Personality
Efficiencies built into applications
Causes
RSS Feeds
Polls
Twitter
YouTube channel
Photos
Slideshows
free & paid
etc.
http://www.facebook.com/
apps/directory.php
http://www.flickr.com/photos/silvertje/3582297307/

20. Communication & Personality
Think about language use
and having a voice.
Be real with people.

21. Communication & Personality
Watch other
nonprofits and their
campaigns and
online efforts.
Can you copy/remix
efforts to meet your
objectives?
http://www.flickr.com/photos/mommypants/319568014/

22. Communication & Personality
Create an as-it-happens archive and
interactive story.
http://www.flickr.com/photos/craigstephen/2559705249/

23. Communication & Personality
"...businesses across the world
haven't realized that personality
could be their greatest asset."
from *Personality not included
by Rohit Bhargava

24. Customer Service &
Volunteer Development
Why do people
use social
networks like
Facebook to
spout off?
Because
it's easy.
http://www.flickr.com/photos/anniebee/3103987824/

25. Customer Service &
Volunteer Development
Wall posts provide
you with a proactive
way to track down
customer service
problems, correct
mistakes, and learn
from them
http://www.flickr.com/photos/mslivenletlive/318572306/

26. Customer Service &
Volunteer Development
create events
post updates for
volunteers
share photos and
videos
acknowledge
volunteers
http://www.facebook.com/TrinityHabitat

27. Donor Cultivation
Donors in the social web will come to
your organization with the
expectation of being full partners in
your work, not just an ATM machine
to be tapped when cash is needed
Peter Dietz, founder of Social Actions
May 2009, paraphrased

28. You are not going to be able
to please everyone, but
everyone should see that you
aim to please.

29. Facebook Measurement Points
Fan Page Insights | pay closer attention
Fans Who Interact With Organization
Interactions
Interactions Per Post
Post Quality
Posts
Discussion Posts
Mentions

30. Facebook Measurement Points
Fan Page Insights | pay closer attention
All Fans of Organization
Total Fans/Unsubscribed Fans
New/Removed Fans
Top Countries
Demographics
Page Views
Unsubscribes/Resubscribes
Media Consumption

31. Facebook Measurement Points
social bottom line
community growth
relationships
social results
What's the value of relationships?
Cultivation

32. Facebook Measurement Points
sharing, likes, Badges are a great way to get those loyal
fans to drive traffic (and more fans) to your page.
http://www.facebook.com/facebook-widgets/index.php

33. Sources
http://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43&
http://www.emarketer.com/Article.aspx?R=1007252
http://brucemarler.com/facebook-fan-page-vs-facebook-group/
http://www.silversquareinc.com/blog/2009/11/facebook-fan-pages-are-better-than-groups/
http://sproutinc.com/2009/09/dissecting-a-facebook-fan-page/
http://www.timdavies.org.uk/2008/02/18/facebook-groups-vs-facebook-pages/
http://my.socialactions.com/profiles/blogs/time-and-social-action
http://beth.typepad.com/beths_blog/2009/08/four-things-i-learned-from-nten-ask-expert-with-
joe-green-from-causes-and-one-thing-i-didnt.html
http://apps.facebook.com/causes/friends/causes
http://www.facebook.com/note.php?note_id=43952236636
http://www.socialmeteor.com/2009/03/17/twitter-facebook-power-proactive-customer-service/
http://www.radicaltrust.ca/2008/09/25/best-practices-for-facebook-fan-pages-user-types/
http://www.allfacebook.com/2009/09/how-to-monitor-your-facebook-page-insights-to-improve-
content/
http://www.slideshare.net/eschipul/social-media-for-non-profits-tapping-into-the-motivations-of-
the-people-to-change-the-world-around-us
http://ustandout.com/facebook/fans-promote-facebook-page-fan-badges

34. Questions
and/or
compliments?

35. Contact
Richie Escovedo
http://nextcommunications.blogspot.com/
richie.escovedo [at] gmail.com
http://twitter.com/vedo
http://www.linkedin.com/in/rescovedo

36. Nonprofit Facebook Primer
Richie Escovedo