February 7, 2013

Dive deeper into Facebook Page Insights

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Photo courtesy of cambodia4kidsorg via Creative Commons

Break out analytics into five separate reports

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

John HaydonFacebook Insights for Pages provides critical data about activity around your Page and your Page updates. It’s like a GPS device guiding you towards successful interactions on Facebook.

Facebook breaks down its analytics into five reports that can be viewed directly on your page:

  1. The Overview Report: An overview of how your page is performing day to day, with sortable post-level details.
  2. The Likes Report: A report about the Facebook users who like your page.
  3. The Reach Report: A report about the Facebook users who see your page content (organic, viral and paid reach), what websites are referring traffic to your page and more.
  4. The Talking About This Report: A report about the Facebook users who create content about your page, and how those stories generate viral reach.
  5. The Check Ins Report: A report about the Facebook users who check in to your Facebook Place on their mobile device.
  6. Continue reading

February 6, 2013

4 kinds of Facebook ad types compared

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Understand the nuances of Facebook ads to find the best fit for your objectives

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, businesses, Web publishers, bloggers, social media managers, individuals.

John HaydonFacebook ads differ from almost every other type of Internet ad in at least two important ways:

1) Facebook ads target the interests expressed by users in their profile details, the pages and groups they like, and updates they post on their Timeline (new job, new relationship, new baby, etc.).

2) Facebook ads also scale word-of-mouth marketing to a massive degree by leveraging the recommendations between friends – a network of 140 billion connections Facebook calls the “social graph.” Continue reading

December 3, 2012

ActionSprout: Engage supporters beyond like, share & comment

Tailor your Facebook campaigns to ask for a Recommend, Sign, Vote For, Support, etc.

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

Guest post by Drew Bernard
Co-founder, ActionSprout

For years I have grumbled about the fact that Facebook doesn’t allow organizations to access the email addresses of their own fans. And perhaps you’ve heard of how the company has been treating organizations like frogs in the proverbial pot, slowly reducing the number of fans they deliver updates to in their news feeds. The idea that nonprofits have to pay to get an update onto a meaningful number fans’ walls — now down to an average of 15 percent — may be good business for Facebook, but the value proposition to organizations has become less and less compelling.

At the same time we’ve seen organizations (perhaps yours?) struggle to engage with Facebook supporters in meaningful ways using the few actions Facebook has provided: like, share or comment. I’ve had lots of discussions with nonprofit officials about the real cost/benefit of Facebook as a platform for reaching supporters and deepening engagement with them over time.

Despite all this, I think Facebook finally has the pieces in place to make a major impact on organizations’ ability to acquire and build productive relationship with supporters. That’s right: At the very time Facebook is working harder than ever to monetize, I have become a believer in its ability to make a difference. In fact, even their recently introduced Promote function provides nonprofits and campaigns with a compelling new tool for engaging your most ardent supporters. Continue reading

September 26, 2011

7 ways Facebook’s Subscribe button can be a nonprofit game-changer

Facebook subscribers

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, brands, social media managers, individuals

John HaydonUp until now there has been no way for the leaders within your nonprofit to join discussions about your cause on Facebook, unless they were willing to compromise their privacy. But now with the Subscribe Button, Facebook users can opt in to their public updates without being a friend.

Multiply the No. of organizational touch points on Facebook

1The Facebook experience is essentially a personal one. If given the choice, your fans would rather connect with the people they already know and respect in your organization.

One way to give them what they want is to select a handful of these respected employees to be spokespeople for your cause on Facebook. Once you’ve selected these folks, you can add them as featured admins on your Facebook Page displayed in the left-hand sidebar (see below).
admin panel

You could also create a custom tab called “Our People” with a two-sentence bio for each spokesperson and a link to their Profile.

Enhance relationships with your Facebook fans

2One way to think about the strategy mentioned in #2 is to remember that your brand is ultimately your people. They’re your brand at events, and on the telephone. So why wouldn’t they be your brand on Facebook?

By putting multiple spokespeople on the Facebook front lines, you’re giving your supporters more human ways to connect with your organization. Quantity and quality.

Segment communication channels

3It gets really interesting if you have leaders within specific focus areas. For example, UNICEF might promote spokespeople based on the countries they serve. This way, a donor who consistently supports the organization in Ghana can subscribe to updates from that UNICEF spokesperson. Continue reading

September 23, 2011

How to activate Facebook’s new subscribe button

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And what it means for your nonprofit

Target audience:Nonprofits, NGOs, cause organizations, social enterprises, brands, social media managers, individuals

John HaydonWith all of the amazing features that Facebook Pages have, the one thing that they’ve always lacked is the ability to create that personal connection that Facebook users like.

This all changed last week when Facebook released a new feature on Facebook profiles called the Subscribe button. This feature allows people in your organization to publish content on their personal Profiles that anyone can subscribe to without compromising any privacy.

What this ultimately means for your organization is creating a deeper, more personal experience around your nonprofit on Facebook. (Ted shares a few examples on the frogloop blog.)

In the image at top, you can see that I have subscribed to Jesse’s public updates, but I am not his friend.

How will this affect my current friends on Facebook?

This won’t change how you and your friends connect on Facebook. They’ve always been able to see your updates (and vice versa), so you won’t have to “subscribe” to each other (see image below).

friends-automatic subscribe

You can choose to filter what types of updates you see from both friends and non-friends you’ve subscribed to (important events, photos, comments and likes, status updates). The filtering options include life events, status updates, photos and more (see below). Continue reading