Facebook for nonprofits by wuzhengqin

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									Increasing Visibility and Outreach
         with Facebook




                                                 Devin Smith
                        AmeriCorps Ambassador of Mentoring
                          Social Media Outreach Coordinator
                                 Boston Partners in Education
                                 devinsmith1987@gmail.com
            Agenda to be covered
•   Why use Facebook?
•   Navigating our page
•   Content restrictions
•   Creating Social Content
•   Gaining Facebook Fans
•   Increasing visibility
•   Increasing engagement
•   Organizations to emulate
•   Q&A
•   Plus/Delta
                                                        Devin Smith
                               AmeriCorps Ambassador of Mentoring
                                 Social Media Outreach Coordinator
                                        Boston Partners in Education
                                        devinsmith1987@gmail.com
                Why Facebook?
• 500 million active users (half log-in daily and spend an
  average of 55 min.)
• Average user has 130 friends and becomes a fan of 2 pages
  per month
• 150 million users access Facebook through their
  smartphones
• Average user is connected to 80 community pages, groups
  or events
• 30 Billion pieces of content are shared each month


                                                                  Devin Smith
                                         AmeriCorps Ambassador of Mentoring
                                           Social Media Outreach Coordinator
                                                  Boston Partners in Education
                                                  devinsmith1987@gmail.com
•   Page name and
    URL should
                      Navigating our Page
    reflect the
    organization
•   The profile
    photo should be
    the logo or
    recognizable
    image of the
    organization
•   The about page
    should be
    populated with
    information
    about the
    organization
•   http://www.face
    book.com/home
    .php#!/bostonp
    artners




                                                               Devin Smith
                                      AmeriCorps Ambassador of Mentoring
                                        Social Media Outreach Coordinator
                                               Boston Partners in Education
                                               devinsmith1987@gmail.com
          Content Restrictions
• Facebook allows you to post just about
  anything, but that doesn’t mean you should!
• Keep content work appropriate, use clean
  language and be creative instead
• Posts are limited to 420 characters max,
  including characters in URLS

                                                         Devin Smith
                                AmeriCorps Ambassador of Mentoring
                                  Social Media Outreach Coordinator
                                         Boston Partners in Education
                                         devinsmith1987@gmail.com
            Creating Social Content
• Using externally-generated content
   – Articles, info-graphics, video clips you did not create yourself
   – Only post if you think those that follow you will find the information
     interesting or useful, relative to Boston Partners in Education.
   – Always include a comment about the posting that gives it context
     relevant to your organization
   – Always keep Organization Mission Statement in Mind




                                                                               Devin Smith
                                                      AmeriCorps Ambassador of Mentoring
                                                        Social Media Outreach Coordinator
                                                               Boston Partners in Education
                                                               devinsmith1987@gmail.com
      Internally Generated Content
• Better then just reposting the content of others because it shares more
  about what an organization does
• Can be a time-suck if you’re not careful
• Video-Easy way to get people engaged; If its compelling enough, people
  will repost/share via their networks
• Blog Posts-can easily be reposted via Facebook; great way to highlight the
  work of volunteers, teachers and students




                                                                               Devin Smith
                                                      AmeriCorps Ambassador of Mentoring
                                                        Social Media Outreach Coordinator
                                                               Boston Partners in Education
                                                               devinsmith1987@gmail.com
         Gaining Facebook Fans
Define your goals:
-Who are you trying to reach?
(volunteers, teachers, donors, parents)
-Why are you trying to reach them?
 (connect with them about programs and services, and to share advice
     and success stories)
-What kind of information are you trying to convey through SM?
     (Updates about events and fundraisers, information about
     successful volunteers, teachers, students)
- What is the benefit of using SM to get them this information vs. more
     traditional forms of communication (easier, faster, less expensive
     then traditional mailings, allows audience to be more interactive
     and share our content)
                                                                           Devin Smith
                                                  AmeriCorps Ambassador of Mentoring
                                                    Social Media Outreach Coordinator
                                                           Boston Partners in Education
                                                           devinsmith1987@gmail.com
               Where our Fans are
• Research what kind of social media presence similar organizations
  have and steal their good ideas, but don’t repeat their bad ones
• Look at who they’re reaching and with what kind of content
• Strategize what is REASONABLE and REALISTIC to accomplish with
  Social Media
• Send an email about your SM pages to those in your email or
  constant contact lists
• Add a hyperlink to your office email signatures
• Add FB/TW buttons to website
• “Like” Similar organizations and post content to their walls
  occasionally- only if relevant and useful to those that might see it
• When posting an article on website or blog, add a ‘share” widget to
  increase visibility of content

                                                                          Devin Smith
                                                 AmeriCorps Ambassador of Mentoring
                                                   Social Media Outreach Coordinator
                                                          Boston Partners in Education
                                                          devinsmith1987@gmail.com
       Leveraging our networks
• Email lists, constant contact, salesforce,,
  donor/volunteer lists- if you have emails, you
  have potential followers!
• When posting new content, encourage
  employees (and yourself) to share via your
  personal contacts
• Ask organizations you partner with on projects
  to share via their networks
                                                          Devin Smith
                                 AmeriCorps Ambassador of Mentoring
                                   Social Media Outreach Coordinator
                                          Boston Partners in Education
                                          devinsmith1987@gmail.com
            Increasing Visibility
• Tagging to increase visibility




                                                            Devin Smith
                                   AmeriCorps Ambassador of Mentoring
                                     Social Media Outreach Coordinator
                                            Boston Partners in Education
                                            devinsmith1987@gmail.com
• Thank” others to increase visibility




                                                            Devin Smith
                                   AmeriCorps Ambassador of Mentoring
                                     Social Media Outreach Coordinator
                                            Boston Partners in Education
                                            devinsmith1987@gmail.com
“Sharing” visibility- Its good Karma




                                                   Devin Smith
                          AmeriCorps Ambassador of Mentoring
                            Social Media Outreach Coordinator
                                   Boston Partners in Education
                                   devinsmith1987@gmail.com
        Increasing Engagement
• Ask for engagement. Ask Facebook Fans to
  repost, “like” or share some of our most
  interesting or noteworthy content. This is a
  great way to increase their engagement and
  introduce our content to their social networks.



                                                           Devin Smith
                                  AmeriCorps Ambassador of Mentoring
                                    Social Media Outreach Coordinator
                                           Boston Partners in Education
                                           devinsmith1987@gmail.com
Post during peak times




                                                  Devin Smith
                         AmeriCorps Ambassador of Mentoring
                           Social Media Outreach Coordinator
                                  Boston Partners in Education
                                  devinsmith1987@gmail.com
                Be Concise
• Shorter posts are more likely to get a response
• Try to keep posts under 100 characters




                                                           Devin Smith
                                  AmeriCorps Ambassador of Mentoring
                                    Social Media Outreach Coordinator
                                           Boston Partners in Education
                                           devinsmith1987@gmail.com
              Ask Questions
• Ask a question when posting an article or blog
  post, or utilize the Facebook Questions
  Function for increased share-ability.




                                                           Devin Smith
                                  AmeriCorps Ambassador of Mentoring
                                    Social Media Outreach Coordinator
                                           Boston Partners in Education
                                           devinsmith1987@gmail.com
                Photos of events
• Take photos at events and post them on Facebook
  afterwards. During the event, encourage people to find us
  on Facebook and tag themselves in the event photos. This
  encourages people to “like” us, and also, all photos they are
  tagged in will show up in the newsfeeds of their social
  networks, increasing outreach.




                                                                     Devin Smith
                                            AmeriCorps Ambassador of Mentoring
                                              Social Media Outreach Coordinator
                                                     Boston Partners in Education
                                                     devinsmith1987@gmail.com
                Be consistent
• Try to post regularly, at least 3 times a week.




                                                             Devin Smith
                                    AmeriCorps Ambassador of Mentoring
                                      Social Media Outreach Coordinator
                                             Boston Partners in Education
                                             devinsmith1987@gmail.com
         Organizations to emulate
•   Mass Mentoring Partnership
•   Strong Women, Strong Girls
•   SMILES Mentoring
•   Big Brothers Big Sisters of America
•   Boys and Girls Club of Worcester
•   Girls Incorporated of Holyoke
•   Big Sister Association of Greater Boston
•   Generations Incorporated
•   City Year Boston
                                                               Devin Smith
                                      AmeriCorps Ambassador of Mentoring
                                        Social Media Outreach Coordinator
                                               Boston Partners in Education
                                               devinsmith1987@gmail.com
Questions?




                                      Devin Smith
             AmeriCorps Ambassador of Mentoring
               Social Media Outreach Coordinator
                      Boston Partners in Education
                      devinsmith1987@gmail.com
Plus / Delta




                                        Devin Smith
               AmeriCorps Ambassador of Mentoring
                 Social Media Outreach Coordinator
                        Boston Partners in Education
                        devinsmith1987@gmail.com

								
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