Set up a Facebook Page rather than a personal profile page. If you use a personal profile for an organisation you are breaking Facebook rules. On a practical level, you can share your Page ‘feed’ on your website, though not your personal profile.
Add an attractive and relevant cover photo. Change it often.
When creating a link to a website create an image and add it to your post – don’t just let Facebook choose the thumbnail for you.
The optimal post length is between 80 and 100 characters.
Use scheduling software to post regularly. 2 posts per day seems to be a common recommendation. Popular scheduling services include SocialOomph and Hootsuite.
Have a ‘call to action’ mindset when posting i.e. ask people to do something: take a survey, like, sign up for latest training.
Add images and/or videos to your posts. You might want to get some statistics across – don’t just write it, create an infographic.
Fill in all the information you can on your ‘About Us’ sections: Website URL, physical address, contact info, keywords. Add a call to action in your biography e.g. ‘get your free guide’.
Post content that has value to your audience – make it entertaining and informative.
Post Case studies that highlight your members/target group. Think about how you can recognise those who are part of your target group by linking to them, profiling them and showing how your services have helped them.
Share content from others, particularly organisations working in the same area as yours.
Only 20% of your posts should be directly promotional, that includes information about your events, training and services.
Promote and interact with other organisations working in similar areas to you even if they are competitors – share, like, comment on. This establishes you as an independent source of information about what is happening in the area you are working in and gives you credibility that you wouldn’t have if you only mentioned your own stuff.
Share the same content more than once. People have their own social media habits; if you post when they are not there, they won’t see it. Share the same content but with different headings and/or text.
Try to create a conversation rather that just broadcast a piece of information. Ask a question, give an opinion and invite a response. Three quarters of non-profits are not doing that at the moment – they are just using it as a post board to announce things – so be different and try to make your posts engaging. (https://blog.bufferapp.com/social-media-non-profits).
Create behind the scenes content. Take photos and video at training events, post updates about events you are attending or participating in.
Comment on trending issues – if possible in a way that is relevant to your own area of expertise.
Be nice to the people who are part of your social media network. Congratulate them on their successes, comment on, and share their posts and Tweets.
In general, your writing should have an informal and friendly tone. Lighten up.
Provide give-aways and discounts. Connect your discounts to something or someone. For example, your 20% off coupon could be ‘FRIENDSOFJOHN’ in honour of some good deed or success by someone in your network called John. Make discounts time related, i.e. ‘for today only’.
Contact me if you need help with website development or online marketing. Telephone: 07810 098 119.
How to create a Facebook Cause and use it to promote your organisation
Published: August 19, 2014
5 simple steps to create your Cause on Facebook
1. Create a new cause and choose to have it support your campaign. According to the Facebook application we are about to learn about and use, “causes strives to empower people from all walks of life to have a positive impact on the world in which they live.”
To create a new cause, type the word “causes” in the search field on your Facebook page. A variety of results will appear on your screen, just click on the “go to app” button alongside the icon shown below:
Once you’re in, click on the “continue to causes” button.
Click on the log in button at the upper left corner of your screen. A pop up screen will appear asking if you will allow the application to access your basic information. Proceed by choosing “allow.”
On the left hand corner of your screen, you will see the ‘Set up your new Causes profile’ link. Click on it to create/join a cause. To personalize your account, click on the “edit profile” link beside your name. Populate the necessary fields. Be sure to choose a URL for your cause and add pertinent information in the Bio field.
2. Invite your friends and network to join and support your cause.
Once you’ve created a new cause, you can either invite your friends to join or just wait for people to find your cause and join your group. Facebook’s “feed” feature will automatically notify your friends. You can also send messages to personally invite them to join your cause.
3. Tell others about your cause with photos.
Facebook’s Cause application only allows you to select one picture or logo to go with your cause. But you can upload pictures on a photo-sharing site such as Flickr or Smugmug and add a link to your page.
4. Use your cause to get media coverage.
Public relations is one of the most important aspects of promoting non-profit organizations. It works because you can get a lot of free publicity through it. So why not use your cause and the funds raised to write a press release about your achievements? You’ll probably need to have a lot of members signed up or a significant amount of money raised for the media to pay attention, but it’s worth it.
5. Involve your friends and supporters.
Looking for ways to involve your members and supporters? After a donation has been made, a scorecard on your member’s profile page tracks how many people your members recruited and how much money they have raised.
If you haven’t seen a use for Facebook for your organization, then you are not alone. Many people view online social networking tools, such as Facebook, LinkedIn, and Myspace as time-draining distractions.
Facebook also has the potential benefit of having your entire network of friends in the one place, so you can easily announce new activities, campaigns, and events to your constituency without having to email a large group of people – and risking the effects of the spam filter’s black hole.
Facebook can also help you to connect with organizations and people which might not have known about your organization before. As it is an easy venue to plug into an existing audience that has similar interests.
If you have video content, podcasts, interviews, or documents just languishing on your desktop, creating a presence on Facebook provides an easy way to upload these types of media, without spending the time or resources required for updating your own Web site.
The way that Facebook interacts with other social media tools, like Twitter, blogs, and Flickr, can provide a simple interface to consistently and easily update your community of supporters with news of your organization’s activities.
Best of all, using Facebook is free so the cost is only in how much time you and your staff choose to invest. What’s the return on the investment? If not a direct monetary ROI, there will definitely be a marketing return that becomes evident as your network grows.
Creating a fan page on Facebook can also be used to increase your volunteer base and to help your members do the advertising of your organization’s mission for you.