May 30, 2013

The only Facebook metric that really matters

Photo courtesy of ChFagerland (Creative Commons)

Why the end goal is to get people talking

Target audience: Nonprofits, cause organizations, foundations, NGOs, social enterprises, businesses, marketers.

John HaydonForrester recently published research proving, yet again, that people overwhelmingly trust what their friends say about a brand.  And they rarely trust what brands say about themselves.

If we apply this to Facebook, it means that your community talking about you is much more powerful than you talking about yourself.

This is why People Talking About This (PTAT) is the ultimate metric on Facebook. Continue reading

May 20, 2013

3 Facebook page tweaks that maximize reach

Maximize Reach

Allow posting, tagging and replies to increase engagement

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

John HaydonMost of what you read about creating more reach for your Facebook page either has to do with Facebook ads or optimizing content.

But there are three little settings for your Page that can also dramatically increase reach.

Turn on posting ability

Allow posting

1Allowing Facebook users to post photos and videos to your page increases exposure to their friends.

For example, the friends of the Facebook users who’ve posted these photos of rabbits will see a story in their news feed, exposing them to the National Wildlife Federation.

To allow others to post photos, videos, text updates and links to your page, click “Edit Settings” under the edit page menu item in your admin panel. 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