November 12, 2013

10 ways to learn about your fans by using Facebook Graph Search

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

John HaydonOne of the most critical components of an effective content strategy is to understand your audience. When you understand your audience – really get them – your content strategy becomes crystal clear!

In the video above, I lay out 10 ways to use Graph Search to understand your organization’s Facebook community.

  1. My friends who like [your organization]
  2. Favorite interests of people who like [your organization]
  3. Favorite interests of people who like [your organization] and Susan G. Komen
  4. Groups of people who like [your organization]
  5. Pages liked by people who like [your page]
  6. Pages liked by women who like [your page]
  7. Pages liked by men who like [your page]
  8. Fans of [your page] and [another page]
  9. Restaurants in [your city] visited by people who like [your page]
  10. Pages like by people who live in [your city] and like [your page]
November 4, 2013

How to use Facebook interest lists for content marketing

interest-list
An easy-to-create Facebook interest list.

Create lists to share others’ updates

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, content marketers, educators, Web publishers, journalists, Facebook administrators.

John HaydonOne of the biggest challenges nonprofits have is finding content that will resonate with their community.

A little known but powerful way to curate content is with Facebook interest lists. (Here are Facebook articles about the topic.)

Interest lists, if you don’t know, are lists of pages that Facebook users can create and access from their sidebar, shown at top. It can consist of a nonprofit organization, a cause, a person’s public page or something else.

Below are four steps for using Facebook interest lists to curate high-quality content:

Use graph search to find relevant pages

1Before you start creating interest lists, ask this question: What Facebook pages do my fans actually like? This is where Facebook Graph Search comes in handy.

Below are six Facebook Graph search strings you can use right now (watch this video tutorial on using Graph Search). Continue reading

October 28, 2013

Six human factors that influence virality

aspca

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

John HaydonWe have a false belief that the Internet make something go viral. Whether something ultimately goes viral hinges mostly on human factors, and not Pinterest or Twitter.

People have been sharing for thousands of years. What’s new is the idea of “viral,” which is really just word of mouth (the oldest and most effective form of marketing) scaled to a massive degree. Plus, only 7 percent of all word-of-mouth marketing happens online.

Jonah Berger, author of Contagious: Why Things Catch On, goes deep into six factors which collectively make the acronym “STEPPS”: Continue reading

October 21, 2013

5 ways to capture emails on your website

5-Places-to-Capture-Emails

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Web publishers, general public.

John HaydonDid you know that on average, email lists for nonprofit organizations are shrinking?

If this is the case with your organization, there are lots of ways to fix the problem, including where to capture emails on your website. Here are five places to consider:

  1. In the sidebar – Add a capture form to the sidebar of every single page inside the site (don’t worry about the home page).
  2. On a subscribe landing page – Create a single page within the site for your email newsletter. On this page, you want to answer questions like “How often do I get an email?” and “What’s in it for me?”. Finally, remove the sidebar on this page. This way visitors will have less distractions when joining your email list.
  3. Continue reading

October 16, 2013

What you need to know about the new Facebook Insights

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, journalists, general public.

John HaydonFacebook recently updated Insights with a fresh design given to the reports available to Facebook administrators.

In the 4-minute video above, you’ll get a quick tour of the Overview, Likes, Reach, Visits, Posts and People tabs within Facebook Insights.

They’ve added a new export option to update your custom reporting template.

If you take nothing else away from this, pay particular attention to Engagement rate by Likes, Comments & Shares — I’ll show you how to gauge how you’re doing. Continue reading

October 14, 2013

8 ways to expand your Facebook page reach

Facebook search result

Target audience: Nonprofits, social media managers, cause organizations, foundations, NGOs, social enterprises, businesses, educators, Facebook administrators.

John HaydonThe difference between a Facebook update that gets results, and one that doesn’t is the content. After all, Facebook users primarily share content they find useful and interesting.

But knowing this and actually doing this takes more that just “posting awesome content” – an overused mantra that’s not too helpful.

There are several steps that need to happen before, during and after a post is published: Continue reading