February 7, 2011

Why you want to create a Facebook Page, not a Profile, for your nonprofit

John HaydonI’ve been chatting with Will Coley lately about nonprofits that violate Facebook’s Terms of Service, sometimes knowingly, by using a Profile to market their cause rather than a Page.

Using a Facebook Profile to market your nonprofit on Facebook is not smart, for at least three reasons:

You have no way of knowing what people want

1Facebook gives marketers a powerful tool called Insights that allows you to see – on a post level – how your fans engage with your content. Profiles don’t have this tool, only Pages do.

Facebook users don’t analyze how their friends react to their status updates. But marketers care very much about this – and so should you.

People don’t want to be your friend

2A friend request is very different from asking someone to like your Page. If you’re sending friend requests as a Profile, you’re asking the user to allow you to see their photos, their friends list, their address, their phone number and perhaps their relationship status.

Gross.

Facebook users don’t want to share this info with your organization. Asking a user to like your Page, on the other hand, doesn’t cross any personal boundary. Continue reading