Planned Parenthood had success engaging supporters through its Facebook Page.
How a few simple changes can make your Facebook Page more visible & engaging to fans
Target audience: Nonprofits, cause organizations, community managers, marketing professionals, NGOs, businesses, brands.
What is your nonprofit doing to engage with your Facebook fans? I put that question to attendees during a talk I gave recently at a gathering of New York nonprofit organizations — and heard about some great practices:
• Planned Parenthood was able to move its Facebook fans to successfully defend the organization against legislative attacks.
• MASA Israel found that including a media image (photo or video) with every wall post update increased wall post engagement. MASA Israel also developed a successful Facebook application that streamlines the program enrollment decision-making process.
• The Partnership at Drugfree.org held a successful Facebook wall chat, most recently with the actress Melissa Gilbert.
The importance of the newsfeed
At the event, convened by my colleagues Michelle Perrault and Seth Giammanco at Minds On Design Lab, I talked about how to ramp up your Facebook engagement. The presentation covered understanding Facebook post engagement, matching goals to engagement, practices and ideas for designing Facebook Page, and how to measure engagement and ROE (return on engagement).
Most fans never visit a Page but instead rely on the Page’s content to show up in their newsfeeds. A recent ComScore study reports that “Facebook users are 40-150 times more likely to consume branded content in the newsfeed than to visit the Fan Page itself.” However, the problem is that not all content will show up in the Top News section of the newsfeed, which is the default newsfeed setting.
Facebook uses an algorithm called EdgeRank that dictates which content will be featured prominently in an individual’s newsfeed. (See J.D. Lasica’s explanation of how EdgeRank works.) EdgeRank takes into account three factors: how recent was the content published (on a site, on a Facebook Page), how much interaction did the piece of content create and how regularly the individual interacts with that organization or brand. Thus, if an organization publishes a video to its Page, and no one Likes or comments on it, the video may never show up in the Top News newsfeed of someone’s home page. However, if an individual often Likes, shares or comments on that organization’s content, there is a higher likelihood that the video will show up as part of the Top News. Continue reading