1. Leveraging Social Media:Understanding Strategy and Putting it into Practice Module 6c: Facebook Mini-Workshop This project is being generously supported by the David and Lucile Packard Foundation
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3. Awareness: Post link on Facebook Fan Page Interest: Like the post Desire: Click through to the blog to check out other content Action: Subscribe to the blog % New Visitors referred to Beth’s Blog
15. Pages – How To Engage Administrators can message an unlimited number of fans, however those messages are sent as “updates” Fans can find by visiting their home page and clicking an “update” button or they view in their newsfeed Updates can include attachments like photos, links, or videos Can target to a subset of Page fans based on location, gender and age New fans can view an archive of all updates sent
Editor's Notes
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Facebook is the leading online social networkThe site claims more than 200 million active users (worldwide)That’s an audience twice the size of the SuperbowlMore than 50%, or 100 million users, log on at least once a dayMore than 4 billion minutes are spent on Facebook each day
Program was designed to get raise awareness on passing healthcare reform. Target = Members of CongressMomsRising built a Facebook app that allows people to “Pin Congress Down on Facebook”Could create their own pacifier pin to change their Facebook photo and status while contacting legislators – letters, calls and visits“MomsRising members sent over 15,000 letters and made hundreds of phone calls to Congress letting them know, “We are pinning our hopes on you because kids need healthcare too!”Got over 20 members of Congress to wear a pacifier pin
Branding and Reputation Management = make sure your name, logo and your website are available. Show what you are doing – it’s your second website
Engagement/Focus Group Example = Page as an Idea generator – provides a layer of research, objectives
Acquisition/Retention Example. Acquisition is a big word. Best to think of it being about recruiting supporters, talk to people, understand themRetention means simply – keep people on board and interested in you!
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Notes: Profiles are for individual people – not for organizations. For orgs – create a Page. Many orgs also have Groups and Causes. Be aware of search engine optimization when you are setting up your page’s title and description; include both the acronym AND the full name of your org along with a link back to your main website.Walls have their own newsfeeds where Page activity and threaded discussion are shown. Pages also have tabs for Page Info, Photos, Notes, Applications, and other customizable boxes. You can also use FBML (like HTML) to customize your page tabs.You can create Facebook applications that appear both as a tab on your page and elsewhere in FB.
ACE is a good example – they have a customized url = facebook.com/acespace
Notes: Admins on Facebook exercise a lot of power but ultimately they are “faceless”. Encourage team members & supporters (via email list, blog, newsletter, etc) to become fans of your FB page and spread your message.For smaller orgs, you can auto-update your FB page with your twitter feed and/or your blog feed – thus getting two for one in terms of effort expended.Be sure to check your page and respond to comments and questions from supporters. This sparks more visits and people off your page will see the conversation, encouraging others to join.Here are a few more ideas for way in which you can update your page to keep the content fresh.Campaign Activities That Show Up In Feeds include:Post pictures on your pageCreate or join a groupFavorite another FB pagePost a video on your pagePosting a link to your pageWriting and sharing a note on your pagePosting a status update on your pageCreating or RSVPing “yes” for an eventPosting a comment on a someone’s wall, photo, or note (this will only show up on someone’s News feed if they are friends with both you and the person whose content you comment on)
Notes:Insights offer a lot of data about your audience – how they respond to you, who they are, how their interactions change over time. Too many nonprofits fail to take advantage of this very valuable information that would be costly to obtain otherwise.
http://www.facebook.com/facebook-widgets/index.phpOther ways to engage and recruit supporters on your websites
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