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Facebook Basics For Non-Profits

Facebook can be a valuable tool for supporter engagement, but it does take planning and management to be an effective use of your non-profit organization’s limited resources. This hands-on workshop will give you the info you need to get started.
by

Nori Sinclair

on 9 September 2014

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Transcript of Facebook Basics For Non-Profits

Facebook Basics for
Non-Profits

February 20, 2013
Nori Sinclair

Why Facebook?
Pros and Cons
Facebook Terminology
How to speak the
social media language
Research
Get educated
Make a Plan
Start as you mean to continue
Post to Facebook
Hello World!
What's Next?
Beyond the Basics
Google is your friend
Resources
Pros
Why are so many non-profits on Facebook anyway?
Most popular social networking site in the world - more than 18 million users in Canada alone
Free for both users and organizations
Speak directly to your community
Customizable
Offers free analytics
Lots of resources and guides to help you use it
Tools include event listings, photo galleries, recommendations and more
Good exposure for a small amount of effort
Cons
Facebook definitely has its drawbacks too
Privacy concerns - "If it's free, you are the product."
Difficult to separate personal and professional use
Can be time-consuming
Online interactions are more likely to be superficial or even negative
Impossible to control your content once it's online
Facebook is constantly changing
Hard to build up your network when you're starting out
Facebook wants you to spend money on ads and promoted posts, so there's starting to be less free access to your community's news feeds
Given all that, do you have to be on Facebook?
Short answer: No.
Facebook can be a great tool to build your networks, get the word out about your work and interact with your supporters.

However, you have to make a commitment to using Facebook thoughtfully and being reasonably consistent in your interactions for it to be worth the time and effort.

Many organizations manage just fine without social media, but for non-profits, it's a free tool that is likely worth the investment.

Bottom line: if you're going to do it, don't do it half-heartedly.
Facebook Terminology - Most Important Terms
Facebook gives the full list here:
https://www.facebook.com/help/219443701509174/
Admins: people who create and manage activity in groups and pages.
Badge: a box you can create to share your Facebook timeline, photos or Page on other websites
Cover photo: the large picture at the top of your timeline, right above your profile picture.
Facebook Questions: a feature that lets you get recommendations, conduct polls and learn from your friends and other people on Facebook.
Facebook Terminology - Most Important Terms, continued
Friends: people you connect and share with on Facebook.
Groups: close circles of people that share and keep in touch on Facebook.
Like: a way to give positive feedback and connect with things you care about.
Lists: an optional way to organize your friends on Facebook.
Networks: affiliations with schools or workplaces on Facebook.
News feed: the ongoing list of updates on your home page that shows you what's new with the friends and pages you follow.
Notifications: email, onsite, or mobile updates about activity on Facebook.
Facebook Terminology - Most Important Terms, continued
Pages: allow businesses, brands, and celebrities to connect with people on Facebook. Admins can post information and news feed updates to people who like their pages.
Profile: On Facebook, your profile is your timeline.
Profile picture: the main photo of you on your timeline. Your profile picture appears as a thumbnail next to your comments and other activity on Facebook.
Subscribe: a way to hear from people you’re interested in, even if you’re not friends. The Subscribe button is also a way to fine-tune your news feed to get the types of updates you want to see.
Tagging: A tag links a person, Page, or place to something you post, like a status update or a photo.
Timeline: your collection of the photos, stories and experiences that tell your story.
Wall: the space on your profile where you and friends can post and share.
Do your research
Remember what the terms mean?
Groups: close circles of people that share and keep in touch on Facebook.
Pages: allow businesses, brands, and celebrities to connect with people on Facebook. Admins can post information and news feed updates to people who like their pages.
Most non-profits should start with a page, though later you may have groups affiliated with you as well.
Don't create a fake person as your main organization page - it's confusing for users
Do your research
Do your research
Editing images and learning about resolution : http://www.ehow.com/how_6815513_edit-photos.html
Software: Photoshop ($), Picasa (free), online free tools like pixlr.com
Creating short links: https://bitly.com/
How to share content: https://www.facebook.com/help/333140160100643/
Copyright knowledge: make sure you're allowed to use the content you're posting and always give credit
Facebook privacy settings: http://www.wired.com/geekmom/2013/01/facebooks-new-privacy-settings/
Initial page content: logo, cover photo, about your organization info
Facebook page community guidelines: http://socialfresh.com/facebook-fan-page-community-guidelines/
Do you need a group or a page?
What are your peers up to?
Other organizations that are similar to you are a great resource for examples of how to use Facebook.

Things to look for:
How long have they been on Facebook? How many likes do they have?
What kind of photos, links, events or other content are they posting?
How do they interact with their fans and with other organizations?
What are their most popular posts?
Do they use paid advertising? (You may not be able to tell until you see one)
What are they doing well? Badly?
What skills, information and content do you need?
Research Exercise (20 minutes)
Get to know your online neighbours
Find an organization similar to you on Facebook. Check out their page for the following stats. (15 minutes)
How many fans do they have?
How are they using their logo/cover photo/about us section
What is their most popular recent post?
Looking at their most recent posts, what kind of things are they posting?
Types of posts: basic text, link, photo, video, question, other
Do they have events? Photo albums? Community Guidelines?
Anything else catch your eye?
Group discussion (5 minutes)
Share one of your observations with the group
Planning
Why are you using social media?
What will you offer your supporters who connect with you on social media? How are you helping them?
What makes you unique - what stories do you have to share, what dialogues would you like to start?
What are your resources? People, skills, content (images, videos etc.)
What kind of voice will you use?
What kind of guidelines will you have for posting?
What is your social media strategy? (Get your whole organization involved!)
What are some measurable goals for your first few months of your strategy?
Do some thinking, set some goals
Planning Exercise (20 minutes)
The 5 W's of your social media plan
Take 20 minutes to brainstorm what your approach to Facebook might be. Be realistic - remember, the most important thing is to be reasonably consistent. Here are some questions to get you started:
Who?
Who will post on behalf of your organization? (These people will be your admins.) Will you identify yourself when you post? Who will be involved in creating your social media strategy? Who can be a resource or support? Who will receive notifications/answer people?
What?
What kinds of things will you post? Images, links, videos, shared content from other orgs. Will they be funny, serious, political, promotional?
Where?
Will you post live from events? Is it OK to post pictures from inside your office?
When?
How often will you post? Will you schedule posts for evenings and weekends? How long will you take to reply to comments or questions?
Why?
What is your purpose in using social media? Why are you posting what you are? How are you serving your community?
Posting
Text: A basic status update - share your thoughts!
Image: Share an image with some text describing it. Don't forget your photo credit!
Link: Link to content elsewhere on Facebook, on your website, or anywhere online
Video: Post a video by uploading it or linking from YouTube or another site
Question: Ask a question or create a poll to engage supporters
Event: Create an event to tie your page to the outside world. Be sure to invite folks!
Photo Album: Create an album for a batch of event photos or for a campaign.
Cover Photo: Update your cover photo to reflect recent news
Share: Use the share button on someone's post to share it to your page. This will show the original source for you as well
Like/Comment: Comment on or like someone's post. Be sure to respond to other people's comments
What can you post?
Posting
It's short - don't write a novel!
It's current - recent news stories, things happening today
It's visual - photos are your best bet for people to see your content
It provokes emotion - humour, outrage, sympathy, warm fuzzies
It tells viewers what to do with it - take action, share, like and so on
It's relevant - make sure you post content that your supporters want to see from you. Let them know what to expect from you by being consistent
It's not just about you - talk about other people or organizations, share general news. Facebook is a community, not a soapbox
It's personal - have a personality, tag people or organizations that are relevant
What makes a great post?
Posting Exercise (30 minutes)
Take the posting challenge
Over the next half hour, try to come up with as many posts as you can. You can either save them in a file for later, or schedule them in Facebook so that they'll show up in the future (basic posts only). We'll take the last ten minutes to show off what you've created and get feedback from the group.

Three things to know:
How to schedule: https://www.facebook.com/help/389849807718635/
How to tag: https://www.facebook.com/help/218027134882349/
How to target: https://www.facebook.com/help/352402648173466/

Posting Challenge:
Basic posts:
Text status
Post an image
Post a link
Post a video
Post a question
Beyond the Basics
Hootsuite is a social media management tool.
It lets you schedule posts, control multiple accounts and network from one place and see some basic analytics
It offers a free account, and you can also upgrade for more features if needed.
Other similar tools include SproutSocial, Sendible, ViralHeat
Facebook has a free, built-in analytics tool called Facebook Insights.
Insights can be seen in your admin panel
Insights offers information about which posts are most popular, fan base stats, Likes over time and so on.
Here's a guide to what it can do: https://www.facebook.com/help/pages/insights
Hootsuite and Facebook Insights
Here are some ideas about ways to keep your network growing. Facebook often has a snowball effect, so starting up is the hardest part!
Integrate the Facebook badge on your website, in emails and mention it in person
Make friends with similar organizations - ask them to help promote you in exchange for promotion or other forms of cooperation. A rising tide lifts all boats!
Invite people. Invite your personal friends and get your staff, board and volunteers to do the same.
Tag and share and comment on other organization or personal pages - that's how you'll get noticed.
Try a contest or other engagement-focused strategy.
Make time for analytics and research so that you can learn new and effective ways to use Facebook
Beyond the Basics
Facebook Ads and Sponsored Posts
Resources
Here are some useful links
Resources, continued
A Beginners Social Media Marketing Plan http://www.verticalresponse.com/blog/a-beginners-social-media-marketing-plan/
Want Better Facebook Engagement? Stop What You’re Doing http://www.verticalresponse.com/blog/?p=12452
Webinar Q&A: Facebook For Your Business http://www.verticalresponse.com/blog/webinar-qa-facebook-for-your-business/
Top 5 Facebook Pages to Like http://www.verticalresponse.com/blog/top-5-face-book-pages-to-like/
Photos Generate 50% More Impressions On Facebook Pages Than Any Other Content http://www.verticalresponse.com/blog/photos-generate-50-more-impressions-on-facebook-pages-than-any-other-content/
Build community:
Share someone's status/image/video
Tag someone
Target a post
Comment on someone's status
Develop your page:
Schedule a post
Post an event
Post a photo album
Change your cover photo
Hide/Delete a post
Highlight/Pin a post to the top
Beyond the Basics
Growing your network
If you have a small social media budget, purchasing Facebook Ads or Sponsored Posts can be a good way to grow your network or drive traffic to your website. Budgets generally run from $5 to $50 for a short campaign

Facebook Ads: Facebook Ads are paid messages coming from businesses and they can include social context about friends.
Sponsored Posts: Promoted posts appear in News Feed and show up higher so the audience for the post has more chance to see them. Promoted posts are labeled Sponsored. Promoted posts don’t appear in the right column of Facebook.

More details from Facebook: https://www.facebook.com/business/connect
Facebook Pages Guide (PDF): https://www.facebook.com/nonprofits/app_149255468478339
Strategies for Effective Wall Posts (PDF): http://img.en25.com/Web/BuddyMediaInc/%7B50c34f00-d458-4b77-a877-f72fe9e1cfcd%7D_DR_EffectiveWallpost_2012_Final.pdf
10 Common Facebook Questions Answered! http://www.verticalresponse.com/blog/ten-common-facebook-questions-answered/
5 Tips to Building Affinity on Facebook http://www.verticalresponse.com/blog/5-tips-to-building-affinity-on-facebook/
Resources, continued
Free Marketing Resources http://www.verticalresponse.com/marketing-resources
How Non-Profits Can Maximize Engagement on Facebook http://mashable.com/2011/04/18/non-profit-facebook-guide/
Beth Kanter's Blog http://www.bethkanter.org/
How Many Hours Per Week Should Your Nonprofit Invest in Social Media? https://nonprofitorgs.wordpress.com/2012/07/11/how-many-hours-per-week-should-your-nonprofit-invest-in-social-media/
Top Nonprofits on Facebook http://topnonprofits.com/lists/top-nonprofits-on-facebook/
Facebook Brand Pages webinar from Hootsuite: http://library2.hootsuite.com/webinar/facebook-brand-pages
http://www.verticalresponse.com/blog/a-beginners-social-media-marketing-plan/
There's so much more out there on this topic! Take a browse... Share your favourites with the rest of the group.
Posting
Repurpose your own content: share something from your website, your newsletter, a success story or show what your work day is like
Share something you read elsewhere on Facebook that you think would interest your supporters, either from another organization or an individual
Check news sites for anything relevant to your supporters and share the link - think of yourself as curating content for them
Talk about an upcoming event or campaign
Write up something useful to them - how to cut energy consumption or a great recipe, etc.
Share a saying or great video or beautiful photograph that you've seen somewhere or been sent. If it's something you would show your friends, share it on Facebook!
Need stock photos? Try http://www.sxc.hu or http://commons.wikimedia.org/
Where do you find stuff to post, anyway?
Full transcript