January 28, 2013

8 steps to prepare your Facebook page for Graph Search

facebook-graph-search-logo

Connect your organization through Facebook Graph Search

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, businesses, Web publishers, bloggers, social media managers, anyone with a Facebook Page.

John HaydonFacebook’s new Graph Search is very different from Google search. With Graph Search, you combine keyword searches with friends who’ve shared content on Facebook related to that search.

For example, here’s a search of friends who like The Ellie Fund and live in Boston: Continue reading

January 14, 2013

How to get the best results from Facebook promoted posts

John HaydonIs your nonprofit considering using promoted posts on Facebook? With promoted posts, all you’re paying for is an increase in reach. There is no guarantee that you’ll get more comments, likes and shares, even though that’s what you want for long-term success. The more comments, likes and shares you get on a post, the more you’re leveraging true word of mouth.

So the key to investing your ad dollars wisely is to promote only posts that are already getting a lot of likes, comments and shares. You do this by ranking your most recent posts by virality within Facebook Insights. Watch the 4-minute video above for the complete rundown.

December 10, 2012

How nonprofits can adapt to Facebook’s newsfeed changes

6 tips to keep your content top-of-stream

Guest post by Meghan Keaney Anderson
Hubspot

In late September news trickled out about a change in Facebook’s EdgeRank algorithm that was causing big drops in reach for many branded pages for nonprofits, businesses and all organizations. The EdgeRank algorithm determines which posts are displayed in the newsfeed and in what priority order. Noticing a clear decrease in the reach and virality of pages, Beth Kanter took to Facebook to see if many nonprofits had experienced it. She received a number of replies affirming the dropoff, while others, like John Haydon at Socialbrite, say the evidence doesn’t support that claim.

What seems to have changed?

The main tenet of social shares remains true: Interesting, remarkable content will always rise to the top

Both EdgeRank Checker and Post Rocket have good posts on the details, but in a nutshell, Facebook has altered the way it displays posts in the newsfeed to prioritize posts that have the greatest number of interactions – a cumulative figure determined by the number of clicks, likes, comments and shares a post receives. The new algorithm also factors in negative feedback and penalizes posts that have been actively hidden by viewers or reported as spam.

Regardless of whether Facebook’s code tweaking is having an impact on your fans’ newsfeeds, the real question now is: Short of paying for promoted posts, what can nonprofits do to adjust to these changes and make sure their content earns the sort of reach and virality needed to engage new volunteers, donors and advocates? Here are a few tips to keep in mind to help your content remain top-of-stream. Continue reading

December 6, 2012

The Facebook ladder of engagement

Engagement leads to trust, which leads to results

Target audience: Nonprofits, cause organizations, foundations and NGOs on Facebook.

John HaydonFacebook is about friendships. It’s about reconnecting with old friends and keeping up with close friends.

Facebook is not about buying things or getting the lowest price. There are already websites for that, like Amazon and eBay.

Facebook is relational, it’s not transactional. Continue reading

December 4, 2012

13 ways to boost your Facebook Page reach

Broaden your reach without spending a dime

John HaydonLately there has been a backlash from people saying that Facebook is forcing people to pay to have their page updates reach their Facebook fans.

While it’s true that many Facebook pages have seen a drop in reach, it’s not due to some conspiracy to force page administrators to buy ads. And it’s definitely not happening to all pages. 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