The Beginner’s guide to Facebook

1. Liz Bogner AmeriCorps VISTA Coordinator Wisconsin Campus Compact-UW Stout The Beginner’s guide to Facebook

2. A Caveat… • Social media does not make money. • Rather, it is your message, event, or idea that makes money • It’s really just like advertising a product • If the product is quality, it will sell regardless, but by advertising the product, you can ensure that knowledge of the product will reach a larger audience, and will be more likely to generate revenue than if you had solely relied on word of mouth. • Think of it as a supplement to what you have already done to promote your message

3. What is Facebook? • Facebook is a social networking site created by Mark Zuckerberg (among others) • Social Networking In Plain English • A medium that relies on social interaction for dissemination • Anything that involves comments or sharing is considered social media • It is the most used social networking site in the world • About 41.6% of the U.S. population had an account as of April 2010

4. What is Facebook? • Facebook has recently become a new means of online marketing • Individual entities can create pages for themselves to inform their “followers” as to what their company/organization is doing

5. Facebook • How many of you have a personal Facebook profile? • How many of you have an organization page on Facebook? • What do you use the page for? • Using Facebook for an organization a lot like using your personal profile • Interact with your audience (i.e. clients, donors, volunteers, and employees)instead of your friends.

6. How does Facebook benefit organizations? • Facebook is arguably the best medium to reach a younger audience (25 and under) • Facebook is also growing in popularity in older audiences • Facebook lets you update your audience about what you are doing constantly • Shows people that your agency is accomplishing things!

7. What should nonprofits use Facebook for? • Events • Events are what will bring people (and money) to your agency. • Event function • Invite employees and people who have “liked” you and encourage them to invite others. • Promote your events frequently via your organization’s status

8. What should nonprofits use Facebook for? • Awareness • Use your status to inform your audience about issues and need in your area of advocacy • Link to articles that discuss those issues • Include some statistics in your status that people might find surprising and mention how your agency’s services

9. What should nonprofits use Facebook for? • Fundraising • Use the status to let your audience know that you’re fundraising/accepting donations • Be specific—mention what you are raising funds for or what you want donated. • Link to an online donation site in your Info section • Pay Pal • Google Checkout • iGive

10. What should nonprofits use Facebook for? • Volunteer recruitment • Facebook is a great way to get volunteers in Menomonie since there are so many college students. • Reach out to a group president at Stout and encourage them to make their group aware of your Facebook page • Mention ways that people can volunteer frequently in your status • Link to your Volunteer page on your website

11. What should nonprofits use Facebook for? • Thank yous • A thank-you can go a long way… • Recognize people regularly for contributing to your agency • Mention contributions in your status • Write a short thank you on their wall or send them a message • A simple thank-you can make a one-time volunteer or donor a regular!

12. Examples of Exemplary Facebook Usage • Meijer • Updates at least once per day • Keeps users abreast of events, deals, contests, etc. • Gets people talking about their brand • e.g. 3/7: What three things do you buy only at Meijer? • Fred Meijer’s quotes • Site allows for communication to occur between customers and Meijer.

13. Examples of Exemplary Facebook Usage • United Way • Keeps followers updated on what the agency is doing • e.g. 3/3: “The energy at the United Way Women’s Leadership Summit is ELECTRIC, generating so many new friendships, ideas & solutions. So much inspiration! • Includes media from the event • Frequently links to its subsidiaries, affiliates

14. Examples of Exemplary Facebook Usage: • Harbor Habitat for Humanity • Frequent updates of volunteer opportunities through Harbor Habitat • Includes contact information in each post • Publically thanks volunteers, service learners, and partners • Answers questions regarding the “Re-store” via Harbor Habitat’s wall

15. Other Facebook Best Practices • Update as many information fields as you can • Indulge those who want to learn as much as they can about what your agency is all about • Keep your posts short • If you have a lot to say, provide the most important information, then link to another page that has more information • Never cut off the ability to communicate • Make sure people can post on your wall and interact with you • If you receive negative comments, address them publically.

16. Other Facebook Best Practices • Strive for a colorful page • Media • Events • Links • Interaction with community members • Pages you “like” • Be conversational • Interact with those who comment or share on your page • Facebook isn’t the place to be formal • Respond to your wall posts as quickly as you can • Keeps your page relevant, not static

17. Other Facebook Best Practices • Structure posts with sharing in mind • Ask questions • Tell people to post things in their status • Be sure to “cross-advertize” • Have a link to your website available on your Facebook page • Include a “Like” box or Facebook badge on your website • It is best to include these in your sidebar since it is present on every page of your site • When in doubt, ask Facebook • www.facebook.com/help

18. Any Questions?