HandsHands--On Social MediaOn Social MediaClass 2:Class 2:

Enhancing Your Enhancing Your FacebookFacebook PagePage

Jaime OlivePCC AmeriCorps Member

pcc@parasol.org

Welcome!Welcome!

IntroductionsIntroductionsWhat is your experience with social media?What is your experience with social media?

What is Social Media?What is Social Media?

MMeedia for social interaction, using webdia for social interaction, using web--based technologies to transform and based technologies to transform and broadcast media monologues into social broadcast media monologues into social media dialogues. media dialogues. ItIt’’s all about listening, sharing, and s all about listening, sharing, and engagingengaging

Understanding Social MediaUnderstanding Social Media

““ListeningListening”” : monitoring what is being said : monitoring what is being said about you or your issue*about you or your issue*Research how similar organizations are Research how similar organizations are using social mediausing social mediaEngage with relevant Engage with relevant blogsblogs, pages, etc. , pages, etc.

*Listening Tool:

•Google Alerts and Google Reader

Why build a strategy?Why build a strategy?Gain a clear understanding of how and why Gain a clear understanding of how and why social media is effectivesocial media is effectiveSet objectives Set objectives Identify your target audienceIdentify your target audienceIdentify the best tools and tactics to useIdentify the best tools and tactics to useIntegrate social media with other Integrate social media with other communications planscommunications plansDetermine agency capacity and resourcesDetermine agency capacity and resourcesIdentify a system for evaluationIdentify a system for evaluationDevelop a foundation for experimentationDevelop a foundation for experimentationCreate policyCreate policyAid in changing organization cultureAid in changing organization culture

TacticsTacticsListenListenParticipateParticipateProduce ContentProduce ContentGenerate BuzzGenerate BuzzBuild a Build a CommuityCommuity

What What Tool(sTool(s) should I use?) should I use?

FacebookFacebook!!

Experiment!Experiment!Listen, fail informatively, and evolveListen, fail informatively, and evolveSteps to planning and designing your first Steps to planning and designing your first experiment:experiment:

Pick a social media project that wonPick a social media project that won’’t take much t take much time and relates to your goalstime and relates to your goalsWrite down your successesWrite down your successesWrite down your challengesWrite down your challengesAsk or listen to the people you connect with about Ask or listen to the people you connect with about what worked and what didn't workwhat worked and what didn't workWatch other nonprofits and copy and remix for Watch other nonprofits and copy and remix for your next projectyour next projectRinse, repeatRinse, repeat

Hands-On

Profile/ Page/Group

• Profile: serve as a home base on the web for individuals to express themselves and connect with others

• Page: create a presence for a business, brand, or nonprofit on Facebook

• Group: organize a group of people around a common issue or interest

What is a Facebook Page?

• Who: organizations, businesses, celebrities, and bands

• What: official webpage on Facebook • Why: help the entity communicate and

engage with their audience, and capture new audiences

Page vs. Group• Branded presence on

Facebook• can only be created to

represent a real organization by an official representative of that entity

• Public but can restrict settings

• allows admins to maintain a personal-professional distinction on Facebook

• Analyze traffic with Insights

• Fosters group discussion around particular topic area

• can be created by any user and about any topic

• Can be closed or secret• Admins’ names displayed• Actions/posts come from

you as individual• no customization; only

basic apps

Privacy• fans of your Pages will not be able to

see or access your personal profile• Pages cannot see the profiles of people

who connect with them, only their profile photo and name

Personal vs. Business• Friend base to help

build audience• Maintain personal –

professional distinction

• Easy staff turn-over

Creating a Facebook Account:

Creating Your Page

• Upload picture• Edit information

Building Your Audience• “Like” = How people make a

connection to your page• Invite your FB friends• Email the page URL• Add Page Badge to website, E-News• Facebook Ads

Administration• To Access:

– Ads and Pages on homepage– Account > Manage Pages– Search field

• Admins can add other Admins

Content Tips

• Post photos and video• Headlines are everything• Be concise• Create previews• Bite-sized content

Applications

• Events, Links, Notes, Photos, Videos• Causes• Promotions• My Merch Store• Static FBML• Oh so many more!

Events

• Application Settings• Create Event• Invite People- From friends list or enter

email addresses• Send updates• Post reminder on wall

Links

• Application Settings• Attach Links• Select Thumbnail

Notes

• Application Settings• Use like a blog• Post press releases

Photos

• Application Settings• Showcase programs/activities• Create album, edit photos

Video

• Browse Apps• Add to Page• Application Settings• Load video

Resources• Facebook Help Center: www.facebook.com/help• Facebook support for nonprofits:

www.facebook.com/nonprofits• Social Media Starter Kit: www.wearemedia.org• Blogs: www.bethkanter.org

http://johnhaydon.com/• Social Tools for Social Change: www.Socialbrite.org• Social Web Strategies:

www.facebook.com/InboundZombie• Social Media Webinars: www.techsoup.org• Social Media Research:

http://www.idealware.org/topics/social-media• Using the Causes App:

http://exchange.causes.com/resources/nonprofits/