January 31, 2018

Facebook News Feed Overhaul – How Your Nonprofit Can Prepare

Facebook

Well, we all knew this day was coming.

Facebook has finally decided to pull the plug on almost all types of public content from pages.

Why?

Because Mark Zuckerberg wants to make a better Facebook. One with less clickbaitengagement bait, and hopefully less fake news.

The News Feed’s goal is shifting from “helping you find relevant content to helping you have more meaningful social interactions.”

How is the News Feed changing?

To inspire meaningful conversations, the News Feed ranking will now prioritize:

  1. Posts from friends that spark back-and-forth conversations.
  2. Videos and news articles that spark back-and-forth discussion.
  3. Posts from friends and family over posts from Pages.
  4. Posts with longer comments over posts with shorter comments.

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January 2, 2018

How to Use Facebook Live to Raise Money For Your Nonprofit

Fundraising-with-Facebook-Live

You already know that Facebook Live lets any nonprofit live-stream fundraising events, breaking news, impact stories, and more, directly from their Facebook Page.

But did you know that Facebook lets nonprofits add a donate button to their Facebook Live broadcast?

How to Use Facebook Live to Raise Money

If your nonprofit is based in the US, and your Facebook Page is verified, you can fundraise within a Facebook Live broadcast.

For example, in this screenshot from Facebook, Children’s Miracle Network Hospitals adds the donate button feature to their Live broadcast.

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December 11, 2015

A Facebook Donate Button for the News Feed that Might Actually Work!

A-Facebook-Donate-Button-for-The-News-Feed-That-Might-Actually-Work

john-haydon

Facebook is testing a new fundraising app that just might make giving as “social” as liking, commenting, and sharing.

Called “Fundraisers”, the app will include a set of fundraising features for charities and nonprofits:

 

  • Share fundraising campaigns with Page followers
  • Use photos and video to tell fundraising stories
  • Track progress toward a campaign or project
  • Update supporters when fundraising goals are achieved
  • Customize donation amounts
  • Get donations via credit card or PayPal

But this isn’t the first time Facebook has dabbled with fundraising features:

Facebook Donate Button for Ebola

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April 28, 2015

How social media platforms are responding to the Nepal earthquake, and how you can help

 

FBNepal-798x310 2Caroline-120x80

By Caroline Avakian / Photo above courtesy of Facebook

It was just a few hours after I found out about the devastating Nepal earthquake that I noticed an alert on my Facebook feed that I hadn’t seen before. My colleague who works in Nepal had been marked “Safe” in Facebook’s new “Safety Check” feature, that instantly let me know how many of my Facebook friends were in the “affected area”, how many had been “marked safe”, and also allowed me to mark myself safe in the event I was in the “affected area”.

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The Safety Check feature was quickly followed up by a “Donate” feature, so if you log into Facebook today, you’ll notice a message at the top of your news feed that lets you donate to International Medical Corpsa humanitarian organization Facebook has partnered with to provide emergency aid. Facebook is also providing matching funds of up to two million to provide immediate and ongoing relief. The IMCs emergency response teams are operating mobile medical units in Nepal, India and Bangladesh, to deliver critically needed medical care and medicines to the regions hardest-hit by the earthquake. They’re distributing hygiene kits, water purification tablets and other supplies to the most devastated areas.

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March 9, 2015

Three simple ways to dramatically increase website traffic from Facebook

Three Simple Ways to Dramatically Increase Website Traffic From Facebook

john-haydon

Although Facebook has decreased newsfeed exposure (reach) for Facebook Pages, they have increased newsfeed exposure for links people share with their Facebook friends.

 

Right now, take a look at your own News Feed and look at the number of links from friends versus links from Pages. My News Feed has 1 link (or less) from a Page for every 10 links from friends. Clearly, Facebook puts my friends first in the News Feed.

All this link-sharing has made Facebook the number one source of social referral traffic. In fact, a recent study from Shareaholic shows that Facebook now drives more than 25% of all website traffic (see below).

shareaholic social media traffic referrals

An excellent example of a nonprofit using a blog for content marketing is To Write Love on Her Arms, an organization that gives hope and help to people struggling with depression, addiction and suicide. They publish posts every day that are bothinspiring and useful. Check out the most recent posts:

twloa

How Does Blogging Increase Website Traffic?

When people read TWLOHA’s posts, quite naturally some click “like” if they like what they’re reading.

Each time this happens, an update is posted in Facebook’s news feed, driving Facebook visitors back to the website (as shown below).

twloha - fb post

But these are not just any website visitor. They are friends that your community invited to your website when they clicked a like button!  They are birds of a similar feather, which you want.

Three Ways to Increase Website Traffic From Facebook

So where do you start? After you’re confident that your website has content worth sharing, begin by adding like buttons, sharing prompts, and Facebook comments.

1. Add Like Buttons to Your Website Content

Putting a like button on all of your website content is probably the number one way to drive website traffic from Facebook, in the long run.

You can add Facebook like buttons to your content by generating code on Facebook’s developer site (shown below). If you use WordPress, you can choose from a variety of plugins that automatically add like buttons to your content (I like JetPack).

facebook like button app

2. Add Facebook Sharing Popups to Your Website Content

Let’s say you have a big event coming up, and you want to drive your community (and their friends) to a landing page about the campaign. You have many ways that you’ll be doing this, including making it easy for people to share that landing page with their friends.

You can do this easily and strategically by embedding sharing links in various webpages and blog post on your website.

To create Facebook sharing links, follow these instructions:

  1. Type the following link in a plain text document: https://www.facebook.com/sharer/sharer.php?u=
  2. Enter your landing page URL after “?u=“. For example, https://www.facebook.com/sharer/sharer.php?u=http://blogs.bestfriends.org/post-name/ creates a news feed post (as shown below).
  3. Embed URL into text or image
  4. Test sharing

best friends facebook sharer

3. Add Facebook Commenting to your Website Content

Another way you can drive more traffic to your website is by adding Facebook commenting two webpages on your website. Like the like button, each time someone leaves a comment using the Facebook comment plug-in, a link to your website is shared on Facebook.

You can create code using Facebook’s comments plugin, or if you use WordPress, you can use a WordPress plugin.

What do you think?

Comment below with your brilliant idea, question, or cool example of a nonprofit website.

February 23, 2015

Photos no longer get more reach on Facebook

fb-socialbrite

john-haydon

You’ve no doubt heard the advice that posting photos will help you get more reach on Facebook. That advice has been tried and true for years, until now.

According to a study by SocialBakers, photos now get less organic reach than videos, links, and even text updates. In fact, videos are now the king of the News Feed!

Socialbakers analyzed 4,445 Facebook Pages and 670,000 posts between October 2014 and February 2015. They discovered that videos now get more than twice as much reach as photos (shown below).
organic reach photos
There’s no clear reason for this recent Facebook algorithm change, but Socialbakers offers two explanations:

  1. Facebook is responding to Pages looking to game the newsfeed with photos.
  2. Facebook is taking on YouTube as the king of video content.

Jan Rezab, Socialbakers CEO, told Business Insider: “Video is proving to be a very engaging format and gaining in popularity, consumers really like them. Therefore we’d advise marketers to include video as part of their content strategies.”

How should your nonprofit respond?

  • First of all, check your reach report in your Facebook Page Insights. Specifically, analyze post reach by type between October 2014 and February 2015, the period of time Socialbakers analyzed.
  • Second, consider stepping up video content.
  • Third, consider publishing blog posts on your website. This way, you’ll be armed with a Facebook Page AND your website, in your Facebook marketing action plan.

What do you think?