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Facebook 101: Maryland Nonprofits Social Media Bootcamp Presentation


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Facebook 101: Maryland Nonprofits Social Media Bootcamp Presentation

  1. 1. Facebook 101Non-profit Editionpresentation by:Stephanie
  2. 2. About Me• Stephanie Dickard• Communications and Marketing Consultant• Specializes in Social/Content Marketing & Non-profits• Twitter: @stephbaltimore• Email:•
  3. 3. Outline• Why Facebook?• Picking your Social Media battles• Facebook Pages vs. Facebook Groups • The MAGIC Foundation Case Study• How to setup a Facebook Page• Questions
  4. 4. ABOUT FACEBOOK• There are now more than 900 million active Facebook users, (200 million added just in 2011)• Each week on Facebook more than 3.5 billion pieces of content are shared• There are 2.7 billion likes/comments per day• Facebook accounts for approximately 26% of referral traffic to websites sources:
  5. 5. Facebook is mobile ready.• 1.5m mobile devices are entering the world each day. (only 371k babies are born)• Mobile phones projected to be the top device accessing the Web over PCs by 2013 worldwide.• Mobile-only users on Facebook are twice as active on Facebook than non-mobile users.33% of Facebook posts sent via mobile sources:
  6. 6. Facebook Pages feed SEO Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine’s un-paid search results.• Search Engines (Google, Yahoo, Bing, etc.) scan all Facebook Pages to place in search results• Google values more than your website when displaying search results.• Users are starting their branded searches at the Facebook search box (versus a Google search)• SEO is now about web presence optimization and your activity on social media sources:
  7. 7. but what about…?
  8. 8. Picking Your Social Media Battles• Who do you serve?• Who are your donors?• Who are your supporters? volunteers?• Where are they online?• Where are your partner organizations online?• Do you have the resources to maintain multiple social media pages?• If not, which ones are the most important to your organization’s mission? A Facebook Page is a good place to start.
  9. 9. Facebook Page vs Facebook Group• Facebook Pages • Facebook Groups • organization’s voice • staff’s and board’s voices • public page • public, private, and hidden • outlet for organization news • space for individuals already connected to your organization • maintaining connections • driven by who you serve and what you provide them • cultivating new supporters • internal communication • event promotion • cross promotion with other pages
  10. 10. Case Study: The MAGIC Foundation The MAGIC Foundation is a national non-profit organization that provides support services for the families of children afflicted with a wide variety of chronic and/or critical disorders, syndromes and diseases that affect a child’s growth.• This organization was founded by a group of moms in 1989• Main communication piece began as print newsletter and pamphlets to families covering all 18 disorder divisions.• MAGIC eventually created parent interaction Yahoo Groups for each division• In 2011, MAGIC saw a drop in discussions in their Yahoo groups, due to parents creating their own Facebook groups. MAGIC had to make a move.
  11. 11. The MAGIC Foundation’s move to Facebook• Already had a Facebook page• Created 18 parent interaction groups in July 2011• Created Facebook Tab Pages linking to the group pages and linked from main website• Staff made organizational updates to main Facebook page• Staff and Volunteers posted within Facebook groups The Results• 102% growth in Facebook Likes over the past year.• Had a grass roots base to launch their first annual awareness day that reached over 100,000 people worldwide• Over 3,500 members total across all groups
  12. 12. So what does this mean for your organization?• Your Facebook Page is your primary presence on Facebook. Groups are secondary.• Pages are for your organization’s voice• Groups are where you serve or have internal communication for projects• If having a Facebook Group makes sense for your mission and services, then create a plan to manage one.• There may be Facebook Groups based on your organization’s interests that you can join to connect with your community or other organizations.
  13. 13. Facebook Tactics Set your strategy to showcase who you are, who you serve, and your organization’s goals.• Develop a strategy for what, when, and how you will post your updates• Brand your Facebook Page with a profile image and cover photo• Add key moments and milestones to Facebook Timeline to showcase your organization’s history.• Share news and articles related to your organization’s mission or focus• Let your Facebook ‘likes’ know that you posted to your blog• Promote your events by creating events as your page
  14. 14. Growing Your Facebook Page Facebook is not all about numbers, it is more important for your fans to be engaged.• Invite your Facebook connections to ‘like’ your page.• Add a Facebook Like button or Facebook Icon link to your website• Announce that you are on Facebook in your e-blasts or annual newsletter• Provide timely, interesting, and visually appealing content to your page• Focus on better content, not how many people ‘like you’• Cross promote by tagging other pages to reach more people.
  15. 15. Right Content at the Best Time. Subject to your Target Market, and best to use Facebook Insights to determine when it is best to post.Top content users share from a Facebook Page:• 1. Video 2. Photo 3. Link 4. Status UpdateBest time to post:• Links sent between 1:00 p.m. and 4:00 p.m. get the most traction• Weekends• Early mornings or later afternoonPost every day
  16. 16. Creating Your Facebook Page• Create a personal Facebook Profile• Login at• Go to:• Follow the screen prompts
  17. 17. Be careful when setting your Facebook Web Address. It is next to impossible to changethis. You can skip this step and set it up at a later time.
  18. 18. Components of a Facebook PageBranding• Cover Photo• Profile Image• Facebook Tabs
  19. 19. Takeaways• Facebook is a place for your organization to share your story• When deciding where to go on social media, go where your supporters/clients or potential supporters/clients are.• Facebook should not be your website and your only marketing effort• Branding and filling out your profile is very important and often overlooked• Remember to use your resources to best represent your organization online.