Social media is an important channel for reaching, reconnecting and engaging with supporters.
It is a cost effective way for community groups to meet their target audiences. Below are tips and resources for getting started.
Facebook is still the best-placed platform to deliver to a wide and diverse audience, with a broad age range of users. Like national newspapers people are going back daily to look at a vast array of content
Your page gives your non-profit a voice and presence on Facebook. Positing to your page creates an opportunity for new people to discover your organisation and can serve as a hub for connecting your community. People who like your page may see your posts in a News Feed when they visit Facebook. People can also like your posts, add comments and share them with their friends.
To create a Facebook page for your non-profit, you’ll need a Facebook profile and a few minutes of your time. If you don’t have an existing profile, go to Facebook to sign up. If you do already have one follow these steps to set up your page.
Milestones are a great way to show people the history and progress of your organisation. Your page is a place to celebrate your organisation, staff, supporters and key events, like a programme launch or anniversary.
Consider including things like:
Your page is a great way to let people know about the events your organisation is hosting. All you need to do it click Event, Milestone+ and then choose Event.
Events created from Pages are visible to the public. When people accept your invitation, it’ll be added to their list of Facebook events. They’ll get notifications when you make a change to the event and will get the reminders of the event’s date and time. You can also see who’s accepted your invitation, so you can plan for how many people to expect.
A note is a version of a post you can use for longer messages or statement.
After creating your page, you can access it:
By measuring how your Page performs over time, you can see if you are accomplishing your organisation goals on Facebook. You can track your Page and post metrics monthly, weekly or daily to evaluate how your Page is growing over time and adjust your content to fit your growing community.
Start by deciding which metric is most important to your organisation. For example, you might consider:
Keep in mind that it’s important to consider which metrics are most relevant to your organisation’s goals, and be careful of metrics which may not contribute to those goals. For example, Page likes are a useful metric for organisations which need a large audience, but may not be useful for organisations looking for a highly engaged audience. Similarly, engagement is a valuable metric for measuring online interaction with campaigns, but doesn’t always contribute to conversion metrics like donations.
The insights section on your Page helps you to measure how people are interacting with your Page and posts. You can quickly see the volume and type of people who are viewing your page activity.
The insights section on your Page helps you measure how people are interacting with your Page and posts. When you know how many people you reach, you’ll be able to post more of what they love.
After you’ve set up your page and have at least 30 likes, the Insights section will automatically show info about the people engaging with your posts and page. Page insights let you track who’s engaging with your posts on a monthly, weekly and daily basis. After 28 days the stats are replaced so it’s good to keep a monthly record on a separate spreadsheet.
The primary communication on Facebook happens through posts, as it’s the easiest always available way to talk to some or all of your followers. Posts can be about anything, and can include text, images, video, links and more.
The Facebook News Feed is designed to show people content they’re interested in. Facebook uses engagement as a way to determine whether a post is relevant to people. For example, posts that people like, comment on and share are considered more relevant, so creating posts that people relate to is key to raising awareness.
Knowing your audience is essential for creating posts people will engage with.
Here are ideas for creating content that is relevant to your audience:
Tip: Many people view Facebook on a mobile phone, so always consider what your post will look like on a small screen. Aim to grab attention with simple, short posts. Before linking to a website, check how it looks on a phone first.
Facebook is a place where people connect with friends and communicate in a personal, casual way. Oragnisations tend to succeed when they also use a conversational, authentic way. Overly formal language can feel out of place. Posts which evoke emotion often stand out in News Feed. Inspiring, solutions-orientated messages are often the most engaging.
Tip: Aim for clear, compelling brief headlines when posting a link. People prefer headline which help them decide whether to read the full article, rather than click bait or long summaries.
Facebook is a great place to humanise your organisation to supporters. People want to know what motivates your work and who the people are behind your efforts.
There are lots of ways to make a post eye-catching. Choose the type of post you create based on what the goal of the post is:
Tip: You don’t have to start from scratch. Use content and visuals you already have. If it looks good in print, it’ll probably look good in News Feed. Do you photos, blog posts, videos, printed brochures, and so on you could re-purpose in Facebook posts? To use Facebook efficiently as part of your outreach strategy, re-purpose the great content you have already.
You want to create valuable, relevant content to attract, acquire and engage your audience
Basically you want to tell your story in a way that adds value to someone’s day – good examples of this is Edmonds, Fonterra
Ask yourself how I can be useful in someone’s life