A beginner's guide to Facebook Pages for Non-profits

Part of Socially Active’s Social Media Training for Non-Profits Series - By Cher Jones

How to attract, engage & retain volunteers & supporters on

• Why Facebook?

• How to:

– Create a powerful first impression

– Engage your supporters with the right content

– Plan & schedule content to keep them interested

• Group brainstorm

• Final thoughts

• Q&As

Today’s agenda

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What’s so great about Facebook?

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a great first

impression

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MAKE

Use powerful cover photos

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Use powerful cover photos (example 2)

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Change your cover photo often

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People make cover photos engaging!

Important details…

• Use pictures that are properly sized 850 x315

• Change it regularly

• Take advantage of the description area

Don’t forget the rules!

Cover photos must not contain:

• Price or purchase information, such as "40% off," or "Download it at our website“

• Contact information, such as web address, email, mailing address

• Calls to action, such as "Get it now" or "Tell your friends.“ or Like or Share requests

Don’t forget to set your username

A username will give you a

facebook.com/yourorganization address

Complete the “about” section

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“The Alzheimer's Association 24/7 Helpline provides reliable information and support to all those who need assistance. Call us toll-free anytime day or night at 1.800.272.3900.”

Maximize the (mini) “about” section

Important details…

• The about section is limited to 3 lines

• Include a call to action and contact details such as ph# or website

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Make your “about” section work for you $$$

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Maximize the expanded “about” section

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Use an identifiable profile image

Important details

• People see your profile photo in their news feed

• Best size is 180x180

• Be careful when you use logos with small font

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Customize your tabs and the images

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The tab size is 117x74

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what you learned

(so far)

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APPLY

Awesome cover photo? ...(well almost)

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What would you change?

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How would you improve this page area?

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• An overall feel good vibe

• Looking for regular activity on the page

• In-depth information about the organization

• Sharable information about the cause

• A sense of what it‘s like to volunteer through pictures and videos

• Details about upcoming and past events

What else are visitors looking for?

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your volunteers

& supporters

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ENGAGE

GOAL: Get into their newsfeeds!

Facebook’s “mission control”: Edgerank

• Always try to upload a picture with each status update (even if you are posting a link)

Everyone loves pictures especially Facebook

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Ask people to “like” or “comment”

• TIP: Just don’t ask it the same way all the time or people will stop noticing the request

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Share information they care about

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Ask ‘easy to answer’ questions

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Bring pop culture to your page

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Go “double-wide” with great pictures

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Share funny and relevant photos

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Regularly post calls to action

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Showcase the passion of your team

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Share season/holiday inspired content

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Share your history using milestone posts

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• Respond to questions, comments and concerns

• Like interesting comments

• Pay attention to what your visitors like/interact with and share more of it

• Ask them to share the page/posts with their network and recommend it to potential volunteers

Don’t just post, be apart of the conversation

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what & when

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KNOW

to post

• Upcoming events

• Meetings

• Holidays

• Historic Milestones

• Important information

• Volunteer appreciation

• Themes

Create an editorial calendar with your team

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Plan your posts when Facebook is busiest

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You can schedule your posts in Facebook

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Pin important posts to the top for 7 days

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According to this recent report…

“Brands that post one or two times a day see 19% higher interaction rates than those that publish three or more posts.”

(Buddy Media Oct 2012)

How many times should you post a day?

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What content

ideas do you

have for your

page?

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Final thoughts

• The #1 goal is to get into the newsfeeds

• Take advantage of the cover photo but remember the rules

• Building a solid Facebook page takes time, planning and effort

• People love pictures and so does Facebook

• Pay attention to what your visitors love and when they are most active

• Don’t just post and forget... Engage!

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Questions?

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Do you have questions

about social media?

We can help you answer them!

Visit www.sociallyactive.ca for more information

Thank You