utilizing facebook pages and groups for nonprofit organizations

Facebook Groups and PagesPresentation by Debra Askanase, Community Organizer 2.0

November 4, 2012

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Debra Askanase, Community Organizer 2.0

Online Engagement Strategist• Nonprofit exec and community

organizer• Principal at Community Organizer

2.0• Online engagement, strategy,

training and campaign consulting• Has lived in Houston, Atlanta,

Boston, Israel, and Waltham, MA• Blogs about social media +

nonprofits at www.communityorganizer20.com

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Today’s session

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FACEBOOK RESEARCH AND BEST PRACTICES

FACEBOOK GROUPS

FACEBOOK STRATEGY

FACEBOOK PAGES

5 ACTIONABLE NEXT STEPS

Research to guide your practice

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FACEBOOK RESEARCH AND BEST PRACTICES

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2012 Nonprofit Benchmarks Extra: Facebook

• Estimate 10% of your email list for Facebook fans

• 37 nonprofit organizations surveyed (mostly large organizations)

https://www.facebook.com/MRCampaigns/app_303046156449824

About 20% of fans see your content

About 2% of fans will engage with your content weekly

• Between 2010-2011, median Page growth rate was 70%

• On average, about 20% of fans see your content on any given day

• For every 1,000 fans, 6 will interact with content on any given day (.6%)

• 32% of Page reach is due to viral activity (on avg)

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Hubspot Research: posting practices

http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#

• Best times to post links: 1pm-4pm, Wednesday at 3pm* (http://mashable.com/2012/05/09/best-time-to-post-on-facebook/)

• Best days: Sat and Sunday*• Best things: Photos• Say “I”: The word “I” garners the most Likes and

comments• Sentiment: Positive or negative posts receive far

more comments and likes than neutral ones

*each organization should test the best time and type of content, as this can be variable

7http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#

Likes by type of post

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Share frequency by type of post

http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#

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Pew Internet Study: Photo and video curators

http://www.communityorganizer20.com/2012/09/24/pew-study-highlights-the-explosion-of-photo-and-video-sharing/

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Pew Internet Study: Photo and video creators

http://www.communityorganizer20.com/2012/09/24/pew-study-highlights-the-explosion-of-photo-and-video-sharing/

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BuddyMedia research: Post engagement practices

http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html

• Post a question and ask for a response. It works!• Fans are happier engaging in contests with the

words “winning” and “events” than the words “contest” or “promotion.”

• Asking a question at the end of a post drives engagement

• “Where,” “when,” “would,” and “should” drive the highest engagement rates. Avoid asking “why” questions

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ComScore: ROE of FB post frequency

13http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

Understanding EdgeRank

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EdgeRank weight

Lightweight– Likes have little notice in the news stream

Middleweight- Likes that are “upgraded” to a comment have more weight

Heavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages

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The new “if” factor: Promoted Posts

http://www.nonprofitfacebookguy.com/facebook-rolls-out-promotions-feature-for-page-posts/

• Pay $5 - $7 to promote a specific FB Post• Only most recent updates (<3 days)• Becomes a “sponsored post” • Guaranteed to be seen by more fans: bumps up

rank in the NFO• FB will tell you how many more people saw it

because you paid for the post• Only available to pages with 400+ Likes

Beyond links and updates

FACEBOOK STRATEGY

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SMART Goals: what are yours?

• Registrations• Re-enrollment• Fundraising• Satisfaction• Event registration• Other?

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Identify year-round content themes

Camp Tel Noar

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Practice real engagement to get there

Ladder of Engagement © Community Organizer 2.0

Soci

al M

edia Engage Cr

eate

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Trust

Mov

e to

Action

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Identify the conversation

21Image by Darim Online

Camp Pembroke 22

Share pairs: What is “the conversation?”

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Trust: intimacy, mutual confiding

Time:Amount of time spent together

Reciprocity: amount of reciprocal services

Intensity: Emotional intensity, sense of closeness

You can leverage two components organizationally

Use relationship ties to foster real engagement

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Trust >> authenticity, transparency

URJ Camp Jacobs

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Be the person behind the logo

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Reciprocity >> co-creation

Camp Yavneh

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Engage with personal touches

• Send personal messages through FB to fans that post and thank them

• Post messages from your organization on their Facebook Pages

• Create groups• Don’t be afraid to become FB friends with some

of your best fans• Always be commenting – answer every one!

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Leadership Ladder of Engagement

SuperfansInternal social media leadersFans

External leaders

Bring in new fans and build content

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Content alchemy

Assess what content resonates

with your community

Optimize that content and deepen

follower engagement

Include community in content

development as contributors and

curators

Research to find out what engages

Deepen engagement, create trust

Move to action

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At your fingertips for content:Facebook features

• Types of conversations• Types of content• Interviews• Video• Special offers • Information• Highlighted stories• Pinned stories

FACEBOOK GROUPS

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Relational engagement

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At a glance: Pages vs. Groups

Feature Pages GroupsInteractivity More marketing than

relationalMore relational and collaborative than marketing

Metrics Facebook Insights No native metricsImportant features Apps, promotion (ads),

highlighting, pinningDocument upload, group chat, add a member

Post notifications Newsfeed Personal notificationsSearch No YesTypes One type Secret, Closed, and

OpenPromotion Social plugins, ads NoneFindability Higher search returns,

publicCan be private, a bit harder to find

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Facebook Groups: Secret & Closed Groups

• Secret– Develop leaders (ladder of engagement)– Plan events– Collaboration– Confidentiality issues (staff)– Cannot be found in Facebook or any public search

• Closed– Develop relationships– Cohort groups (self-identifying)– Confidentiality

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Facebook Groups: Open Groups

• Open Groups– Marketing and awareness– Inclusiveness– Develop relationships/relational feeling– Ladder of engagement for leadership development

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Alumni groups

URJ Kutz Camp Alumni Open group

Surprise Lake Alumni Assoc. Open group 36

Alumni groups

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Parent Groups

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Jacob Camp Parents Live Q &A Event

Jacobs Camp Parents FB Group 39

Camp Jacobs Live Q & A

FACEBOOK PAGES

The challenge of content with conversation to move fans to action

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Facebook Pages: Storytelling and engagement features

• Cover photo• Timeline history• Polls/Questions• Photos• Sharing graphics• Video!

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Use the cover photo to tell a story

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Take advantage of the Timeline

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Support your themes with content

Camp Herzl 45

Deepen engagement

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Video is extremely engaging

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Make it personal when you can

Camp Surprise Lake 48

Making it more personal

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Be goal-oriented, through engagement

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Key Facebook elements

• Relationship-building• Creating content that drives engagement• Creating places to drive engagement (Facebook

isn’t “just because you have to”)• Fostering a space for the conversation to happen• Measuring your activities against SMART goals

Leave here with a plan

ACTIONABLE NEXT STEPS

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Actionable steps

Know the conversationDefine SMART goals

HAVE FUN!!

Create engagement

strategy

Develop content strategy

Pages or Groups?

Measure activity against goals

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What is it that your fans care about most?Will it move them to action?-----------------------------------------------------------------------• What content supports the conversation?• What content will excite your community?• What can the community create for your content?

(collaborate and empower)• Who will collect and curate content? • How will you measure your activities against your

goals?

Bonus: Critical strategy questions

Thank you for your attention!

Feel free to follow-up with questions…

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Contacting Debra

Debra AskanaseCommunity Organizer 2.0http://communityorganizer20.comdebra@communityorganizer20.com

Twitter: askdebraLinkedin: linkedin.com/in/debraaskanaseSlideshare: slideshare.net/debaskGoogle+: http://plus.to/askdebra

Telephone: (617) 682-2977