● 501(C)(3) organization● 700 Kalamath Street● Dedicated to putting the power of media and technology in

the hands of the people● Services, Education and Tools● Tours every first and third Wednesday, 5:30 - 6:30 pm● openmediafoundation.org

Facebook Marketing for Nonprofits

1. Social Media Use in US/Selecting the Correct Platform: 2:00-2:152. Developing Your Social Media Strategy: 2:15-2:303. Facebook Training 1: Expanding your reach: 2:30-3:004. Updating Your Social Media Strategy: Partners Inventory 3:00-3:155. Facebook Training 2: Evaluate and Improve Effectiveness: 3:15-3:30

Selecting the Best Social Media Platform1. Alexa Rankings in United States

2. Best Use of the Top 3 Platformsa. Google: Google is the #1 way people find your

organization, and CBOs have a lot more control over your Google presence than you may think. Adwords, Google +, and other tools make your CBO easier to find, and enrich the results with the images & messages you choose. (2:45)

b. Facebook: Best for widest range/variety of content - events, updates, etc. Facebook should not be ads; messages must be designed for two-way communication, soliciting audience engagement.

c. YouTube: The top video platform in the world. Users are more likely to spend greater time with the message when presented in video. (May 12 3:30pm)

Developing a Social Media StrategyA truly strategic Social Media plan will always be customized to your particular organization based on 4 factors:

1. Your Unique Goalsa. Being strategic goes beyond “likes” or “views”, it’s about what you want your social media audience to do. b. You want your actions to be clear and transparently focused on your goals, so as to attract audiences who share

those goals and will help you spread the word.

2. Your Unique Resources/Capacitya. You must take inventory of your staff, partner and budgetary resources and develop a plan that suits your capacity.

Partners, Marketing Budget for Ads and Staff

3. Your Tacticsa. Only after clarifying the goals and resources of your organization can you select the tactics most strategic for you.

Metrics & evaluation show you what tactics work and which don’t

4. Metrics and Evaluationa. Many of the tools we’ll be teaching you are focused on gaining deeper insight into the effectiveness of your Social

Media efforts in reaching specific goals (beyond garnering “likes” or “views”).

Facebook: Expanding your network: Org Partner Inventory1. Treasure-Mapping: To aid in brainstorming, grab a blank piece of paper and

put your name in the middle. Draw 5 or more short lines extending out from your name and list communities or categories where you may have more partners than you think. List your partners, underlining or separating the ones you think are most strategic, have the largest following, or the most incentive to help you spread your media.

2. Partner Exercise: Find and like each of these partners on Facebook. Look at their most recent post and, when applicable, like, comment, or share their post. When Sharing posts, do not use the “Share Now” option, but the second option, which allows you to discard their messaging and append your own to the post. Now write a sentence about why you find this relevant, and tag your partners who would value it as well.

Make the Most of Your Cover Photo (source)The cover photo is your chance to make a strong first impression — let it tell the story of your brand and pull people in. You can change the cover image as often as you'd like.

Nestled in the cover photo is the traditional profile picture: thumbnail image that will accompany your comments and posts, that can clearly reflect your brand even at 50 pixels - often a logo.

Cover Photo Dimensions: - PC: 828 x 315 - Mobile: 640 X 360

Call-to-Action Button for your Facebook Page1. Based on the goals identified, choose a call-to-action button.

a. Facebook owner can promote specific section as they likeb. Help users know what they should try first when they enter the pagec. Link to any destination that aligns with your organization’s goal.

2. The available calls-to-action are:a. Book Services

b. Get in Touch

c. Learn More

d. Make a Purchase or Donation

e. Download App or Game

f. See Other

Writing compelling content for Facebook: maximize reach, likes and engagement

1. Effective Content Formats for Facebook: Only 1-5% of your followers will see what you post unless it succeeds in engaging the initial followers: Likes, Comments, Shares, click-throughs. The more of these your post receives, the more people Facebook will show your post to.

2. Best Practice: Transparency, Openness and Disclosure: showing what goes on inside the company, engaging the public in decision-making and feedback so that their participation is meaningful.

3. Assurance: making sure customers feel their concerns are important4. Engagement: Follow and engage with other partners, posts, followers (2-way street)

Target your Posts with Audience Optimization

Audience Optimization is a new and effective tactic you can take to generate more likes and engagement without paying for facebook ads. note: If you have under 5,000 likes, you have to go to Settings: General to turn this feature on.

Audience Optimization Overview (from Facebook)

Audience Optimization is an organic targeting tool to help publishers reach and engage their audience.

Audience Optimization consists of two features:

1. Preferred audience: Add tags to describe the interests of people who are most likely to enjoy your post. For example, a sports post might include tags for the league, team and players in the story. Preferred Audience uses interest tags to help prioritize Page posts in News Feed for each unique reader based on the topics that are most likely to engage them. (6-10 optimal)

Later we’ll show you how to track which of these interests yield the highest click rate for you.

Audience Optimization Overview (cont.)

2. Audience RestrictionsLimit the visibility of your content to specific demographics and prevent a post from being seen by people anywhere on Facebook with this part of the tool. This is an existing feature that functions as a companion to preferred audience.

Audience Optimization Overview (from Facebook)

Audience Optimization is available for all English language Pages, so Page admins should ensure that they have the tool enabled.

To turn on the Audience Optimization tool, follow these steps:

1. Go to your Page.2. Click 'Settings' in the top right hand corner.3. Click 'General' in the tab column on the left side of the page.4. Find the row labeled 'Audience Optimization for Posts' in the middle of the

page and click 'Edit.'.5. Check off the box that that allows you to begin using the feature.

Case Study: What UpWorthy Teaches us about Effective Facebook Posts

1. Upworthy was the fastest Facebook page ever to reach 1,000,000 Likes. They did this without ever creating a single story of their own, just sharing other stories with a more inventive headline. There have been numerous case studies on what made their approach so successful. Here we will look at two of those: Poynter and Kissmetrics

2. Their goal went beyond Likes: they wanted to mobilize and engage the audience to take action, and that engagement resulted in more Shares and more Likes than any FB page in history.

UpWorthy Headlines (Poynter Case Study)1. Be outraged by injustice: A high percentage of the top headlines describe an

injustice, or show an inspiring effort to remedy an injustice. It is an old move in journalism to attract eyeballs by provoking outrage.

2. Be amazed or inspired: The most effective headlines express amazement and inspiration. Use of phrases like “Incredible”, “Mind-Blowing”, “Unbelievable”, or “Can’t Miss”.

3. Include a CliffHanger: UpWorthy headlines were notorious for setting up tension and hinting at the resolution in the article. Bait the reader to look deeper. Ask a question in your headline.

4. Use numbers: Numbers suggest the reader is getting a lot of information in a short time. Find a way to use numbers to predict the reading experience. “What you will learn in 37 seconds…” or, “The six secrets of…”

UpWorthy Headlines (Kissmetrics Case Study)25 Headline Rule: At UpWorthy, curators brainstormed at least 25 headlines for each story before selecting their favorite. Trying different headlines for the exact same story, they demonstrated that more effective headlines could reach 10, 20, even 100 times more shares.

UpWorthy Headlines (Kissmetrics Case Study)1. Don’t give the full story away in the headline. Summarize, but always leave them

hanging.2. Don’t give everything away in the excerpt or image. People need enough

information to get hooked, but must want to dig deeper.3. Don’t be shrill or lecture; allow people to form their own opinions. You can express

outrage without moralizing.4. Don’t bum people out: emotional content should be focused on excitement, surprise,

and even anger, but not sadness5. Keep Things Simple: Don’t be so clever that your audience won’t understand.

Effective Facebook Posts: Video1. Video is the most popular form of information on the internet. Facebook is competing with YouTube

on this front and in their effort to win, inherently favors video content with more organic reach than any other format… but only when the video is uploaded directly to Facebook. We suggest you upload videos directly to Facebook, even if you’ve already posted them to YouTube.

2. Suggestions on Successful Facebook Video use. a. Short videos: under 2 min. Most Facebook videos are watched for under 30 seconds. (source)b. Determine the Best Day/Time to Post (source)c. Livestreaming on Facebook: d. Featured Videos: choose one video to be pinned to the top of your page e. Playlists: group your videos so people know where to find what they’re looking forf. Captions: Most videos are watched without sound. Add captions using Facebook editing tool.

g. Most videos are watched vertically and are indirectly favored by the algorithm - appears with 2:3 aspect ratio until user clicks on it.

Tag and Hashtag “@” and “#” The Facebook Tag “@” feature will let you mention people or other Facebook pages in your posts. This will make your post appear on their pages and they will be more likely to see and share your post.

Build partnerships by using “@” whenever your fans appreciate or ask something about your business. It can build a relationship and loyalty between your business and your customers.

The Facebook Hashtag “#” feature turns topics and phrases into clickable links in your posts on your personal Timeline or Page. This helps people find posts about topics they’re interested in.

When you click a hashtag, you’ll see a feed of posts that include that hashtag. You may also see some related hashtags at the top of the page.

New Features for Posting ContentMore engaging ways to tell your story. Improved call-to action functionality and formatting for business in a one unit.

● Canvas - An interactive, platform using videos, images, headlines, text blocks and call-to-action buttons with enhanced publishing features (themes, colors, fonts)

○ Optimized for mobile and tablets○ High quality, interactive content○ High speed loading

● Photo Carousel ● Slideshow - Creates themed clips out of photos - multiple images, text, sound● Notes - Blogging format, permanent content

Plan your conversational calendarThe easiest way to stay in regular contact with fans is by creating a conversational calendar with ideas about what to talk about each week or month

A content calendar will not only help you post regularly, but will ensure your content is well planned, interesting, and that you don't miss major business events and news. Find afrequency that works for you and your audience.

Scheduling Posts

Posting content at regular intervals and with consistency is an important way to increase your following. Scheduling Facebook Posts1. Post as-usual, and use the drop-down to schedule for later posting. 2. Track posting and Insights, see when your users are online and

post during those times3. Don’t exceed 4 posts per day, less is MORE 4. Facebook posts tend to do best when posted any day between

1:00pm and 4:00pm (source)5. Facebook is the worst between 8:00pm and 8:00am, particularly on

weekends (source)

Schedule Post Exercise: Instead of having many posts at the same time, practice using the Schedule Post feature. Write a post about participating in this class and schedule it for later.

There are no Shortcuts:

The only effective way to boost your Facebook presence is to focus on getting well-crafted content in front of those audiences who will find it compelling. You don’t just want a wide net of followers; you want people who specifically seek out what you offer and will engage in meaningful ways with your work. Case Study: MeowCats Vs. MeeowCats Vs. MeeeowCats

Evaluate Effectiveness with Facebook InsightsHow do people interact with your content? Facebook Insights shows you with specific metrics: Actions on Page, Page Views, Page Likes, Reach, Post Engagements, and Videos. Hover over the I symbol to get a description of each Insight.

First, go to the Reach area and take a look at the spikes on the graph, which are the posts with a wide reach. Make a note of them, since these are the ones you’ll want to reshare and replicate.

More important than current reach is Engagement. Running experiments to try to improve your engagement allows you to benchmark your results to the previous period to see if your strategy is working.

When you’re ready to do a comparison, search for a specific time period under Reach. That’s the best way to see if your new techniques are making a difference for you.

Click on Posts (also under Insights) to check your engagement rate. This is one of the most important stats to monitor.

Switch your view to Engagement Rate. This measures percentage of how many people interacted with your post, based on the people who saw your post. This way you can compare your posts on a more level playing field. Engagement rate is a truer measure of your audience’s interest in your content.

Now compare which of your top posts were more engaging. You’ll want to create more posts like this, but you should also consider re-posting them by “sharing” or re-authoring the identical post (source)