Facebook: Connecting with Constituents, Creating Community
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This document provides an overview of using Facebook to connect with constituents. It discusses using Facebook Pages rather than Groups to engage in mass outreach. The key recommendations are to post engaging content regularly, promote the page on your own website and through paid ads, and use Facebook Insights to track engagement and adapt strategies over time. The main dos are posting quality content and engaging with fans, while the don'ts are being boring, posting too often, and asking for things too frequently without providing value first.
Facebook: Connecting with Constituents, Creating Community
- 1. Facebook Connecting with Constituents, Creating Community Andrew Cohen January 24, 2012
- 2. Housekeeping Questions Please submit your questions via the chat feature. We will have about 15 minutes for Q&A at the end of the webinar. Webinar Archive: We’ll send you a link to the archived webinar.
- 3. I Am… Andrew Cohen Managing Director @AndrewJCohen acohen@forumone.com
- 4. Today... Where does Facebook fit? Pages vs. Groups First Steps Making Connections Facebook Insights Dos and Don’ts
- 6. Why Facebook Matters 800 Million Global Users
- 7. Why Facebook Matters 800 Million Global Users 50% log in daily
- 8. Why Facebook Matters 800 Million Global Users 50% log in daily 160 million users in U.S.
- 9. Why Facebook Matters 800 Million Global Users 50% log in daily 160 million users in U.S. Most popular photo sharing site
- 10. ≠
- 11. JUST PIECES OF A PUZZLE
- 12. A Social Presence Framework Presence Framework Home Base Outposts Passports 50% of time 40% of time 10% of time
- 13. Community Building & Social Share Networking Generate Content Listen Participate Buzz 1 hr 5 hr 8 hr 12 Less Time hr More time Adapted from: http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
- 15. Groups vs. Pages “New” Groups Pages Purpose Small groups Mass movements Open, closed or Privacy Always open Secret Vanity URLs Engagement Metrics
- 21. Add an image Post updates Publish! Invite friends Tell fans Promote
- 22. Browse As Page
- 24. Edit Page > Your Settings
- 26. Account Settings > Notifications
- 29. Growing Fans Content, content, content! Promote on your homebase Facebook Ads Track and Adapt
- 30. Posting Principles • Post often: 3+ times/week • Be interesting, engaging • Ask questions • Reply to comments • Say “thank you” • Audience before ask
- 33. Promote On Your Site (Like Button)
- 34. Promote On Your Site (Like Button) http://developers.facebook.com/docs/reference/plugins/like
- 35. Promote On Your Site (Like Button) http://developers.facebook.com/docs/reference/plugins/like
- 36. Facebook Ads
- 38. Insights
- 39. Track And Adapt Insights
- 43. Inline Insights
- 44. In Summary... Audience growth comes from... Content, content, content! Self-promotion (on your website/emails) External promotion (Facebook Ads, etc.) Track and adapt
- 45. Don’ts
- 46. Don’t Be boring
- 47. Don’t Be boring Post too often
- 48. Don’t Be boring Post too often Ask too often
- 49. Don’t Be boring Post too often Ask too often Do too much
- 50. Wrapping Up...
- 51. Final Tips • One piece of the puzzle • Build your home base first • Use Pages not Groups • Build audience before asking • Start small • Analyze and adjust
- 52. Resources Forum One Resources www.forumone.com/facebook-resources Nonprofits on Facebook www.facebook.com/nonprofits Facebook Pages Page https://www.facebook.com/FacebookPages
- 54. Thank You! Andrew Cohen Managing Director @AndrewJCohen acohen@forumone.com