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Community Foundation of Santa Cruz
Leveraging Social Media
Philanthropy and Foundations
Data Visualization for Nonprofits
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Friending the Finish Line
Measurement and Social Media
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Social Media Strategy Principles
Stealth Measurement: How Networked Nonprofits Use Facebook SMARTly
Think of a Facebook Page as a mini-web site in Facebook. It gives your nonprofit a friendly url. People can find you via Google, and there's no limit to the number of people who can tell you how passionate they are about your organization. And, what's even better, it doesn't take all that much time and effort to have a powerful Facebook Page.
Step 1: SMART Objective based on Benchmarking
Identify the intent of your Facebook Page
Keep current audiences engaged between performances
Raise brand awareness
Identify and recruit new audiences to your events, programs, concerts. or exhibits
Inspire conversation online/offline to support audience development
Get new ideas and feedback on programs and services
Research what people are saying about your organization
Drive traffic to web site or blog
Social content generation
Identify and build relationships with influencers, allies & supporters
Next, make it into a
A benchmark provides context for your organization to measure your objectives. A benchmark can be comparing your results to previous results or comparing yourself to peer organizations. Devon Smith has completed a benchmarking study for this project
. For a quick tutorial on using Facebook Insights to get the two data points mentioned below,
check out this video
Intent: Raise brand awareness
By the end of Leveraging Social Media experiment, we will increase the number of Fans who "Like" us on Facebook by x%
Compare to your current baseline: How many Fans does you have now? What is the average number of views your posts receive now?
Peer Organization Benchmark Median Number of FB Fans:
1600 per Devon
(See Slide 8)
Intent: Inspire conversations related to audience development goals
By the end of Leveraging Social Media experiment, we will post content daily that engages people in our art and increases the number of comments per post by x%
Compare to your current baseline: What is the feedback percentage?
Benchmark Median Number of Daily Comments Per Post:
4.5 per Devon
(See Slide 13)
A few other Facebook tracking tools:
All Facebook Stats
Export.ly and Insights.
Step 2: Internal: Work Flow and Policy
Facebook Admin Roles
You can add an unlimited number of administrators on Facebook Page, so why go it alone? By sharing the workload, you'll be able to do more. Here's
about how to manage your Facebook Page as well as the
Facebook Admin tools
Post as You or Your Page?
Facebook's newly launched design allows you to do this.
How to toggle between a Facebook Profile and a Facebook Page (video)
Don't live on Facebook, it isn't effective. Design your work flow. Small (15-20 minute) chunks of daily time for implementation (posting content and answering fans) and some concentrated time for planning your monthly editorial calendar of content and engagement. Nutshell Mail can be a useful tool for monitoring responses. You'll also need to schedule time to collect and analyze your data.
Use SpreadSheet Aerobics
to help you save time and here's a
Tips for Being Effective:
If you're doing the work on Facebook, your time is spent: being a resource, engaging, moderating, and measuring.
Facebook Use Policy:
If you're going to have many people on staff and volunteers help you, you may need a
Facebook Use Policy
Do You Need A Community Policy?
This is where you layout the rules of engagement and what types of posts are appropriate. Here's some
Beyond the Brand Page:
Using the "Subscribe" option on staff personal profiles:
Why Do It?
How to Do It?
Step 3: Look, Feel, and Functionality
Brand Page Cover Image and Timeline:
It's all about telling your organization's story visually. Here's
11 things to think about as
you plan your look and feel.
Cover Image Templates:
Don't have resources to hire a graphic designer or time to hack it yourself? Here's
some advice and templates
from Ash Shepherd.
Collection of Examples:
Pinboard of Examples
Apps for your brand page:
Step 4: Listening and Networking
Find Out Where Your Fans Hang Out on Facebook:
Identify Facebook Pages that attract a similar target audience and use
tools to find other likely pages that they have joined.
Are people already talking about your organization?
You use tools like
Facebook Open Search
to search public information on Facebook to see if people are talking about your organization. Use this information to shape your content strategy.
Step 5: Networking, Getting Attention, and Recruiting Fans
How to Optimize for Reach and Visibility:
No More Default Landing Tabs:
This feature is no longer available -
but no great loss
You now need to focus on "pinned posts" - posts that stay at the top of your wall for 7 days. You can still add in apps that have a call for sign ups and these remain at the top, but no longer the gateway to your page for new fans.
Some organization have fun contests or "friend get a friend" campaign for the initial recruitment and engagement. See how the
California Parks Campaign
recruited new members and caught the attention of the mainstream media. Santa Clara Public Health Department
gave away t-shirts to the first couple hundred fans.
Use Facebook Ads:
See the primer below and these
useful step by steps
be sure to a/b test
a terrific case study
plus a lot of really good useful tips
. If you prefer to have a nice e-book that you can print and read off line, check out
. Be sure to read this
case study about a small nonprofit used Facebook ads
. More case studies
Getting into people's newsfeeds is essential
- and using a
personal profile with the "subscribe" option
is a good strategy and
Networking on Other Pages Is Important
here's some tips
Use Flyers and Print Materials - Here's some templates you can customize:
The Basic Checklist
Use Badges and Fan Box Widgets To Promote Your Page Outside of Facebook
If you're a page administrator, you'll notice a "add the Fan Box Widget" link. This allows you to create a customized badge on your web site or blog that promotes your Facebook Fan Page. This is a highly effective way to recruit more fans. More from the
Fan Box wiki
. Here's a few more
ways to integrate
"Share on Facebook" with other channels. Here's a
collection of free social media icons
, including Facebook that you can use you your web site, email signature, or other places.
Use of Contests/Raffles:
This is somewhat of a blurry area, so be sure to read Facebook's
. You need written permission from Facebook and spending a significant amount on ads per month. See these
for more explanation. Tips
. Be sure to
measure the return
Don't Forget promoting it offline with window clings or adding to your flyers
. Here's a
you can use. Encourage people to "like" your page by sending a text 32665 short code. Here are some useful tips:
21 Creative Ways to Promote Your Facebook Page
Here's some more templates:
Twenty Ways to Promote Your Fan Page:
Basic SEO for your Page:
Step 6: Engagement Strategy
What to do after the like?
Carie Lewis advice
Some creative ways to use the timeline
with historical posts
Five Tips for Increasing Engagement
A simple engagement technique to get people talking is to ask open-ended questions. Here's
a worksheet and an example from one organization
examples from other organizations
Five Ways To Get Engagement from Your Fans
. Ask their opinion, create fan-centric content, calls to action, and more
Facebook's Guide to Publishing Engagement Posts
Always Be Commenting:
It is important to respond to people who comment on your Facebook content. People want to know that you’re reading your Wall and reacting to comments, so the three keys of commenting are: fast (within 24 hours); many (respond to everyone); and often (make commenting core to your Facebook activity). More tips:
How To Enchant Your Facebook Fans
Fill in the Blanks
technique to increase comments
Engagement: Play Tag With Your Friends
One of the most engaging and viral ways to share content is to post photos and tag people. Now, you can only tag people who are your friends - and that's why it is useful to have a multiple administrators for your page. The best way to get photos and videos of your fans is through hosting events. For example, one organization took photos of people at offline event of people holding a sign with their message and then uploaded the photos into their Facebook Fan Page. This is not a new technique, it's called the "
hold a sign meme
." Here are
five easy and simple ways to engage
your Facebook Fans.
Facebook now lets you tag friends and Pages in comments
Dealing with Upset Fans:
A couple of good tips and tricks
SuperFans - identify key influencers and get them to be your brand ambassadors. Setting up a special FB group might work too -
especially if it rocks
. Here's some tips to
. and a
Facebook app to help you identify
Call to action for super fans might to have them
use your organization's branded cover images
here's how to do it
plus some examples from
timeline campaigns in the future
to encourage engagement on Facebook
Why does engagement drop over time?
Step 7: Content Strategy
Create a Monthly Editorial Calendar
. Use the spreadsheet template. Spend about half-hour every week to create your editorial calendar. Take a look at all your existing content, events, and materials. Assign something for day. Facebook content is micro-content in small chunks. You can post questions, photos, videos, articles to blog posts, content that other people have created but on the topics you need, etc. Also create a list of "evergreen" content that doesn't require a date and you can post if you get stuck. Here's an
editorial calendar spreadsheet
. How to keep you
Facebook messaging consistent with a topic calendar
Use Posting Guides and Cheat Sheets To Help You Optimize Your Content:
Nonprofit Posting Guide
Social Content Marketing Process
Are You Content Creation Impaired?
How To Craft Facebook Content to Get More Shares:
How To Give Your Audience the Content They Want -
Link to other Content:
This is the
to a popular fan page - quality, compelling and small bites of content. There are also some
good search engine optimization benefits
as well. Here are some
for finding good content to share. It's also a good idea to link to posts and news from your fan page friends, even
them so they know about your post.
How to Use Current Events:
Craft Content So It Goes Viral:
How To Get More Likes and Shares on Facebook - Based on Research
Tips for Optimizing FB Content To Get Into Newsfeeds
Making Use of the Timeline Features
Scheduling Tips -
Step 8: Reflect and Refine
Facebook Insights -
Changes as of October, 2011 -
See Facebook's Product Guide
Look Beyond the Like:
How To Measure Performance on Facebook
Facebook Metrics Nonprofits Need To Know
An easy way to
calculate how many fans see your content
Use Insight to Get Insight -
to the new Facebook Insights tool plus this
How To Make Sense of Facebook Insights Data
How To Use FB Insights to Increase fans
Other Analytic Tool:
Questions: What patterns are you seeing? What will keep the same? What will you change?
Facebook often changes how it works and features you can use. You might want to follow the
for the most up-to-date changes
Finally combining your metrics with an after action review and even sharing it publically to get feedback from stakeholders can help you improve what you're doing. Here's a terrific example from the
League of Women Voters in California
Nielsen Social Network Report, September, 2011
Facebook 2011 Demographics Revisited
Pew Internet: Social Networks in Our Lives
Using Facebook To Meet Your Mission
What Facebook Users Want
(a mix of community and news) from Chitka
Loyalty of Facebook Users
Facebook As A Niche Marketing Tool
Analysis of Content, Frequency of Posting on Facebook Fan Pages
(some good points for your content strategy)
Facebook Fan Page Engagement Rate
Just want to fast tips?
Check this out
Nonprofits on Facebook
Facebook Pages FAQ
Pages, Groups, and Causes: How are they different?
Facebook Fan Pages and SEO Tips
Facebook Nonprofit Best Practices Curated List
Facebook Tips and Tactics
Facebook Experts List
help on how to format text
Turn off "Getting Started"