February 19, 2013

How to use your Facebook page to build your nonprofit’s email list

Bridge
Image courtesy of allybeag (Creative Commons)

Connect Facebook supporters to your email list

This is the first of a two-part series. Also see:
How to successfully harness your email list for your cause

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

John HaydonFor many nonprofits, email is the bridge that Facebook fans frequently walk across on their way to becoming a donor, simply because it’s more private and less distracting than Facebook.

This is why it’s critical to have a smart email marketing strategy in addition to a smart Facebook strategy.

Use your Facebook Page to build your nonprofit’s email list

No one ever joined an email list just to join an email list (“How many more email lists can I join today?! I love filling out those cute little forms! Oh, look – here’s another one!”).

You have to do a lot of things well before someone will give you permission to invade their in-box.

Here’s what you need to do to create a healthy email acquisition strategy on Facebook:

Make the value exchange obvious

1People will only join your email list when they feel that the value of joining outweighs the pain.

Before you stick an opt-in form on your Facebook page, be clear about the value exchange. You can do this in a few ways: Continue reading

May 9, 2012

27 ways to increase engagement on your Facebook page

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, educators, anyone with a Facebook page.

John HaydonNetwork for Good hosted a free webinar the other day where I presented 27 Ways to Increase Engagement on Your Facebook Page.

According to a recent survey by NTEN, 89 percent of nonprofits today use Facebook to expand awareness around their cause and to grow their fan base. One challenge that many nonprofits face is keeping fans interested and engaged after they like their page. (Remember, most people who Like your page never see it again — unless it turns up in their news feed.)

Above are the slides from the webinar. Some of the things you’ll learn:

  • The three most important pillars of your content strategy
  • Three shocking facts about every Facebook Page
  • The best times during the day to post content
  • Facebook’s EdgeRank algorithm defined and why you should care
  • What types of content get more exposure in news feeds
  • How to post links in a page story
  • How to use photos to spark engagement
  • How to use questions to spark conversations
  • How to use closed and open questions to spark conversations
  • And lots more

If you want to hear the 60-minute recording, download it here. You can check out the SlideShare presentation above or download it as a PDF.

Related

19 ways to engage your nonprofit’s Facebook fans (Socialbrite)

February 6, 2012

Use Facebook to increase engagement on your site

John HaydonIf you want to increase pages views and site engagement, it’s critical that you create a more social experience when people visit your website.

For example, when people view an article from your blog, they can see which of their friends have already read that article. They also can share content on your site with their Facebook friends.

Gigya published data showing that Web users spend 50 percent more time on websites that use Facebook social plug-ins. They also view twice as many pages.

Use social plug-ins to increase engagement

time spent How Facebook Social Plugins Increase Engagement On Your Nonprofits Website

View your website as a fishing net. Web visitors either keep swimming on by your site or get caught in your net.

As you can see in the bar graph above, users spend most of their time commenting, which, according to Giya, “allows them to share opinions on content and interact with other users – including those from their social graph.”

This makes sense when you remember that people are busier today than ever before, but still want to converse with their friends on topics they care about.

Increase page views with social plug-ins

page views How Facebook Social Plugins Increase Engagement On Your Nonprofits Website

They also found that page views more than doubled for sites that use social plug-ins. Again, commenting and sharing were the two biggest activities.

What does all this mean for your website?

The more pages people view on your site, the more chances you have to convert them into an email subscriber or donor.

View your website as a fishing net. Web visitors either keep swimming on by your site or get caught in your net — subscribe to your email newsletter, etc. Social plug-ins encourage these fish to swim around a bit more, giving you more chances at catching them! Continue reading

November 10, 2011

What Facebook’s hybrid News Feed means for engagement

Ticker and News feed

5 tips to help you take advantage of Facebook’s twin feeds

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

John HaydonFacebook’s enhanced News Feed and Ticker has changed the engagement game for Facebook Page admins. And those who know the rules of the game will be able to get more results simply by shifting strategy.

Facebook now has two News Feeds

Facebook users now have two News Feeds in one — the Ticker and the main News Feed (see image above).

The main News Feed is similar to what we’ve been used to, but “Top Stories” and “Recent” stories are more prevalent. The “Ticker” on the right is a Twitter-like feed of stories published by a user’s Facebook friends. These News Feeds present content in very different ways:

  • The Main News Feed – This includes stories by friends and Pages you’ve liked. “Recent” is simply posts in reverse chronological order. What appears in “Top Stories” is entirely determined by Edgerank.
  • The Ticker – This includes only stories by friends. Your Page only gets exposure if a user is “Talking About” your Page.

How the two News Feeds impact Facebook Pages

According to EdgeRank Checker, soon after Facebook tweaked the News Feed, impressions (the number of times a story is displayed throughout Facebook) were down 25%, but likes and comments were up by 9% and 21% respectively.

This makes sense because when a user engages with your Facebook Page, the Ticker pushes it to all of their friends. Likes and comments can also increase if users see your Page story in their main News Feed.

How to shift your strategy

There are at least five ways you can tweak your current Facebook Page strategy to take advantage of the new News Feed:

  1. Increase your post frequency. To make up for the overall decrease in impressions, post more frequently. Make sure you use Insights to determine how many posts per day work best for your Page.
  2. Create even more engaging content. Posts that have a high EdgeRank will now remain in the News Feed longer.

Continue reading