In this session, we discuss the steps to create a Facebook Page for organizations. We also cover basic fundamentals of using Facebook effectively to increase awareness of your organization and engage your existing constituents.

1. Facebook 101
Getting Started with Facebook
August 2012
Kevin Martone
Technology Program Manager
Grinspoon Institute for Jewish Philanthropy
kevin@hgf.org

2. PJ Can Build
Community

3. Facebook
 Facebook offers PJ Communities an incredible
opportunity to engage with its constituents.
 Most PJ Communities have no website (or a
single page buried on a Federation website)
» Facebook can be your Community’s official online
presence.
3

4. Profiles, Groups, and Pages…Oh My!
 Personal Profiles
» Must be an individual person
» If an Organization uses this, Facebook can delete at any time
» Needed to create/administer Groups or Pages
 Groups
» Anyone with a Facebook Profile can create a Group on any
topic
» Groups can be public or private
» Facebook user “Joins” a Group; becomes a “Member”
 Pages
» For Organizations, Brands/Products, and Public Figures
» Only official representatives can create/administer
» More viral than Groups
- Can add additional functionality (applications)
» Facebook user “Likes” a Page
Facebook: What
Organizations Need to 4 May 19, 2009

5. How to Maintain
 Must maintain the presence long-term, just like a website
» Who will maintain the Page?
» Who will respond to comments on the Page?
» How often will content be added?
To truly take advantage of the viral potential of a Page,
engaging content must be added frequently; user-submitted
content must be monitored on an on-going basis

6. Getting Started on Facebook

7. Create Your Page!
 www.facebook.com/pages

9. Add Profile Picture; Edit Thumbnail

10. Add Profile Picture; Edit Thumbnail

11. Fill out your Info Tab Text

12. About Your Community
- Can add free text and links for more information
- More prominent on new Facebook Timeline
- Thank your Funders and Harold Grinspoon
Foundation. Maybe a link to your Community
Page or Enrollment Page on the PJ Library
website?

13. Add a 2nd Admin
- Can help manage content
- Will manage Page if you are on vacation…or if you leave
your job

14. Timeline Layout

16. Edit Page

17. Direct Messages

18. Notifications

19. Facebook Insights

20. Cover Photo

21. Milestones

22. Pin Content to Top of Page

23. Highlight Content – Width of Screen

24. Your Page is Ready…Now What?

25. Set Username
NOT

26. Set Username

27. What to Post - The PJ Library Can Help!
The PJ Library FB
Page to get updates in your
Newsfeed and your Page’s
Newsfeed.
www.fb.com/pjlibrary

28. Use The PJ Library FB Posts on YOUR Page

29. What else to post?
 What would your constituents want to read?
» Events
» News about local parenting/literacy programs
» PHOTOS!! (events, books, kids getting books, etc.)
» Questions!!
» PJ Library book lessons
» Videos – events, PJ books
» Alumni Wednesday? – highlight older PJ books
» Stories of families getting books
» Jewish community events, information
» Other?

30. What Will People Actually See?
 The following determine how likely the people
who Like your Page will see a post:
» Recency – Posts within the last few hours are
more likely to be Top News
» Relevancy – If the user Likes, comments on, or
Shares your Posts (or if they simply return to your
Page), your posts are more likely to be in their Top
News
» Resonance – If a post gets a large number of
comments, Likes, and Shares overall it is more
likely to be Top News

31. Questions

32. Photos

33. Events
 Invite them!
 Show pictures

34. Video

35. Links
 Parenting
 Jewish Community
 Other?

36. Books, Lessons?

37. What Else Can You Post?
 Stories/Testimonials
 Holiday messages
 Recipes
 Contests
 Other?

38. 12:1
 Post 12 things of interest to your constituents for every one
post asking them for something.
 Asking for something:
» Enroll
» Renew
» Tell a Friend
» Register for an event
» Donate

39. Invite Conversation

40. Respond!
“Those who ignore the
party/conversation/network when they are
content and decide to drop in when they need
the network may not succeed. It’s pretty easy to
spot those that are just joining the network
purely to take – not to give. Therefore, be part of
the party/conversation/network before you need
anything from anyone.”
- Jeremiah Owyang of Web-Strategist.com

41. Keep it Clean - Remove Spam!

42. New PJ Library Facebook Apps

43. New Facebook App: About PJ Library

44. New Facebook App: PJ’s Monthly Selections

45. Go For It!
Kevin Martone
kevin@hgf.org