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

subscribed-not friends

 

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