Why Your Organization Should Have a Facebook Page

a version of this blog post originally appeared on The Foraker Group blog as well as the Social Media Social Good blog.

This post is part of a series of posts I’m writing to help demystify social media tools and to give nonprofit organizations concrete steps they can take to use these tools to enhance their communications; better engage their constituents (and donors, and volunteers); and build their brand in new ways to new audiences.

What is a Facebook Page?

Because The Foraker Group is an organization, we’ve set up a presence on Facebook – the most popular social network on the Internet – using a Facebook Page. A Page on Facebook is different from a Profile which you as an individual might have as a Facebook member. Pages are for companies, organizations, products, celebrities and other entities or individuals wanting a more professional presence on Facebook.

Some organizations – including many in Alaska – have set up Profiles instead of Pages. They may have done this a year or so ago when Pages weren’t as prevalent, and they have probably built a large friends list over time. Unfortunately, if an organization has a Facebook Profile instead of a Facebook Page, they are at risk of losing the content and contacts they’ve accumulated because they are in violation of Faceboook’s Terms of Service i.e. the fine print in your Facebook user agreement. Facebook regularly disables Facebook Profiles that they deem a violation of their rules.

You can immediately tell the difference between a Facebook Page and a Facebook Profile because Pages have Fans while Profiles have Friends.

An important difference between a Facebook Page and a Facebook Profile is that a Page is publicly accessible to people who are not members of Facebook so it becomes a powerful Web presence for your organization that shows up in Google Searches. Facebook Profiles are only accessible by your Facebook Friends which means someone must be a member of Facebook and then send you a Friend request (which you must accept) in order to interact with your organization through your Profie.

Benefits of Using Facebook Pages

How can your organization benefit from a Facebook Page? Many nonprofits are limited in budgets and resources for outreach to constituents, donors, the media and the public. While a web site can serve as an effective destination for an organization, many people these days consider web sites as places for background and archived information rather than an active and dynamic communications tool.

Also the money and time costs of designing, building and maintaining a web site can be a burden, particularly if an organization’s site was not designed with an easy-to-use content management system. Many nonprofit organizations are saddled with outdated web sites where they are at the mercy of Web developers for even the most simple updates.

Other organizations use their web sites as repositories of information, for a list of services, to house a calendar of events, but when it comes to outreach, they are relying on an electronic newsletter – or even a print newsletter – to get the word out about their organization and important events. These days, a web site by nature is too static – and often too overloaded with information – to serve as a consistent outreach tool for shorter, more frequent messages.

While a blog is a useful tool to publish content more frequently, a blog can also be a burden on an organization’s resources if they aren’t equipped to publish content on a very regular basis.

A Facebook Page doesn’t demand the same kind of content publishing and is instead a more conversational resource where shorter bits of information – usually with a link to additional information – is the norm.

Using a Facebook Page Effectively

At the very minimum, here are a few things you should do with your Facebook Page:

1. Connect your blog to Page. If you have one, add your blog’s RSS feed URL to the Notes section of your Facebook Page so when you post to your blog, it automatically updates your Page.

2. Add Facebook Events. If you hold events, particularly regularly occuring events, you can use the Facebook Events feature to augment your Page. The Events tool integrates with your Page, and you can use it to spread the word about classes, meetings, etc. using a tool that makes it easy for others to invite their own Facebook friends to your event.

3. Link to Resources. While Status Updates can be intimidating for some people, updating your Facebook Page doesn’t have to be hard. Connecting your blog updates your Page status as does adding new events. You can also post links to relevant resources including those on your organization’s web site as well as others on the Web.

4. Respond to Comments. As you gather more Fans on your Page, people may start commenting on your Status Updates. A quick response is always appreciated and helps strengthen relationships. Your response doesn’t have to be long – just an answer to a question or acknowledgement of what they’ve said. While it is important to interact with your Page Fans, don’t feel obligated to respond to every single comment, but don’t ignore them all either.

5. Favorite Like-Minded Organizations’ Pages. If you are visiting another Alaska nonprofit or company Page that you think might be relevant to your own Facebook Fans, you can click on the link on the upper left side of their Page and choose Add This Page to My Page’s Favorites. Then add their Page to your Page. This will appear in a box on the left side of your Facebook Page Wall with their logo and a link to their Page. It is appropriate to ask them to Favorite your Page back, however, reciprocity is not an obligation here.

Facebook Pages are easy to set up and easier to maintain than a web site or blog. They also give you a direct communications channel to the people who you serve or who you want to reach with important messages about your organization. And when one person interacts with your Facebook Page, that action can be seen by dozens or even hundreds of their Facebook Friends giving your organization an instant and exponential reach beyond your own contacts.

Does your organization have a Facebook Page? If so, please include a link to it here so we can visit it!

11 Reasons Why Nonprofits Don’t Use Social Media

Baby EinsteinNonprofit organizations are discovering the power of social media, some faster than others. There was recently a lot of backlash over a post by Seth Godin titled The problem with non.

For many people, his words seemed unfair when he said that many nonprofits use excuses like “lack of resources” or a seemingly inherent “resistance to change” attitude to avoid social media. I have to say I agree with most of what he said, first because I experience what he has experienced every day as a speaker, teacher, and consultant to nonprofit organizations. And second, because even if you disagree, this conversation must happen again and again until things change for the better.

While I agree with most of what Seth says in his post, I don’t agree with this statement:

Of course, some folks, like charity: water are stepping into the void and raising millions of dollars as a result. They’re not necessarily a better cause, they’re just more passionate about making change.

Seth, it isn’t MORE PASSION that makes a group like charity: water effective at stepping into the void. It is because they more fully embrace the changes in the ways we communicate. I’m sure nobody at charity: water will claim more passion for their cause than folks busting their tails for other good causes. I’m sure everybody at charity: water will say their buy-in to understand, use and leverage social media tools and the new ways we all communicate made a huge difference.

For the record, on a near daily basis I hear these things from people working in the nonprofit sector:

11 Reasons Nonprofits Give For Not Using Social Media

1. I don’t understand it.

2. I don’t have time.

3. We don’t have the resources.

4. We don’t even know where to start.

5. It’s overwhelming.

6. I can’t figure out how to use it for my organization.

7. There are legal issues we can’t sort out.

8. I don’t know how to avoid the “crazies.”

9. Our firewall won’t let us use these tools.

10. We’re still trying to figure out how to update our web site.

11. We are afraid our employees will waste time with these tools.

Personally, I have solid, reasonable, practical tips to overcome each of the above (which will be an upcoming blog post).

Back to Seth Godin’s post. I whole heartedly agree with this statement:

The marketing world has changed completely. So has the environment for philanthropic giving. So have the attitudes of a new generation of philanthropists. But if you look at the biggest charities in the country, you couldn’t tell. Because they’re ‘non’ first, change second.

Anyone involved with a nonprofit or any consultant working with a nonprofit who DISAGREES with the above – i.e. the fact that many nonprofits are ‘non’ first, change second –  consider yourself LUCKY to be working in an environment where the fear of change does not dominate, especially of changing and new technologies.

For those of us who are not so lucky – meaning we witness this fear day after day – it is up to us to be the teachers. Evangelizing social media, no matter how passionate, can fall on deaf ears when others are listening through a filter of fear. We need to step back, dial down our enthusiasm for a moment, hold someone’s hand (figuratively and in some cases literally), and present sensible and rational reasons WHY and HOW a nonprofit can use social media regardless of resource limits and regardless of fear.

Channel the fear you encounter from others into something more like caution so that they at least try something; dipping a toe in a pool before they swim in an ocean.

It is up to us to lead the way. If nonprofits – organizations charged with good work for good causes – are behind when it comes to social media, it is OUR FAULTS.

What are YOU doing to help nonprofit organizations get up to speed with today’s technologies and communications tools?

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LinkedIn is the Modern Day CV

I’m always struggling with recording my career-related activities to keep track of my own professional history. I haven’t used a resume for years because as a business owner, I’m more commonly asked for my bio or background, and I try to edit my bio every six months or when I do something new or significant in my work, whichever comes first.

I did try to put a CV together which is much more of an academic document. While I have a 15 page CV, I ended up paring it down thinking it would be easier to read and ended up with a cross between an extended resume and abbreviated CV.

These days, I think the Resume/CV is LinkedIn. I can’t see being a working or even an out-of-work businessperson without a LinkedIn account. The site prompts you to add your work history in an orderly fashion and encourages you to keep adding relevant activities and experience to get to a 100% completed profile.

When I want to know about anyone’s background, I hit LinkedIn first to see if they have a profile and if so, what they’ve been up to in the last 5 years. I’m sure people are doing the same to learn more about me.

I find myself tweaking my LinkedIn account several times a month, making sure that it clearly conveys what I do.

How are you keeping up with your resume, CV or bio? Is LinkedIn working for you?

The Debate About Social Network Profiling

istock_000004158211xsmallDear Social Media Mama,

I’ve found myself joining more than one social network. Now I don’t know whether I should just copy and paste the same profile from one to the next or if I need something original for each one. Help!

Multiple Profiles Gal

Dear MPG,

I’ve gone back and forth about “should a profile be different for each social network” or is it acceptable to use basically the same wording for each one? Continue reading

5 Tips for Managing Social Media

Wrench toolAs I make presentations and write about social media, I continue to hone in on my specific views about how to use and manage your social media. Here are some of the points I’ve been making for the last year that still hold up and have crystalized into some of my key points about social media management.

1. A Blog is Your Social Media Hub
When I say this, many people still look at me in terror, especially those who finally got a web site up after all these years or just spent a bucketload of money to redesign their existing web site. I’m not saying that a web site is now obsolete because of social media and Web 2.0 tools, however, blog publishing tools tend to integrate these tools so that embedding social functionality is incredibly easy.

Many web sites and custom or older web site content management systems don’t even support javascript or flash code, literally stripping out widgets and embedded social features. This functionality flaw makes social media integration a bitch. (Note that WordPress.com also has this flaw which really pisses me off.) Continue reading

How To Properly Respond to Requests on Twitter

istock_000004158211xsmallDear Social Media Mama,

A colleague just told me about a freelance editing lead that was posted in a writer’s forum in Twitter. I realized I haven’t used Twitter for this purpose before or to even answer someone.

I looked at how to respond to someone in the Help section on Twitter and I think I understand how I reply to him. I reply to him in on Twitter page, using the @reply function, right?

But what I still need to know is what is the protocol here. Do I send the person a complete resume and cover letter, which it doesn’t seem like you can do in Twitter or do you send a short message briefly saying who you are and send him a link to either my linkedin page or website? Or something else totally different?

Twitter Mystified

Dear TM:

Basically, you can contact people in two ways on Twitter itself:

1. @ing (“atting”) them – If they are not following you, this is your only way to hope to get their attention directly. You put an @ sign in front of their Twitter handle and put that at the START of your tweet in response to them. First make sure you are following them in order for them to privately message (DM) you in response. Then @ them that you’d like to submit something in response to their announcement and would like to know how to contact them.

Continue reading

Internal Blogger Guidelines

istock_000006348547xsmall1I’ve been working with clients to develop their internal and external blog guidelines. Many of them are blogging for the very first time and several of them have multiple bloggers to help share the blogging load.

Here is a recent draft of internal guidelines that I’ve come up with. I tried to make these accessible, achievable and more motivational than dictating “rules.”

Our blog is our brand – it represents who we are, what we think about, what we believe in. Here are some tips for blogging consistently and compellingly to help build our blog community.

1. Be transparent. No matter what, always be clear who you are. We are not blogging anonymously on our site and we do not encourage our guest bloggers to be anonymous either.

2. Be truthful. Honesty is the best policy when it comes to blogging. We will do our best to check facts, be accurate, and above all, tell the truth.

3. Be yourself. Your personality should show through in your blog posts. Since we have multiple authors, find a niche that you can call your own and be conversational.
Continue reading