Guest post from GlobalGiving intern, Brian Karanja:
On Thursday, September 1st, GlobalGiving hosted a webinar that was focused on Facebook strategy in collaboration with Make Me Social. If you were unable to attend the webinar, you can listen to the recording or view the slides. This was part of a three-part series of webinars with each session focusing on a particular topic:
Session 1: Strategy and Planning
Session 2: Best Practices & Implementation
Session 3: Measurement and Monitoring
This blog post is a summary of the first webinar:
Defining Social Media Goals
With over 750 Million active users of Facebook, it’s potentially difficult to get your content to bubble up and get users attention. To make these connections work, we need to think about:
- Motivating people to be interested in what you have to say and
- Mobilizing them around your cause.
The most important component to integrating social media into your nonprofit communications or fundraising strategy is to have a plan! You’ve got to figure out what you want and understand how to motivate the community to do what you want. We highly recommend that you write out your goals and the objectives you want to achieve through social media and how your audience can get you there.
Identifying Your Audience
The next question to address is: who is your audience? Who are the people who can help you reach your goals? Take some time to define your audience groups. If you decide that one of the best ways to reach one of those groups is to use Facebook, then great! Let’s talk about some Facebook strategies:
First, you’ll need to understand the difference on Facebook between a Personal Page and a Branded Page on Facebook. A personal profile should be used by an individual. People can be “friends” with a personal profile. Alternatively, people “like” branded pages to interact with them. Content on branded pages should be more structured because they represent the voice of the organization.
Your Facebook followers will generally fall into three segments:
- Audience segment A – People looking for information and ways to get involved. These are people who are open to your message but haven’t yet heard all that you have to say.
- Audience segment B – People who are helping to support those impacted by the causes your organization directly addresses. They might not know all the details about your work – yet.
- Audience segment C – People who have bought into your mission. These followers are already established and interested in what you have to say. They are your foundation.
Building and Maintaining Relationships
What do you post on Facebook? This is up to you! What messages will help you reach your goals? You should plan to have consistent message that builds engagement and gets your audience to respond. When planning your content, you should keep in mind the “social funnel.” Not all of your audiences are going to give to your organization based on your first post. They’ll generally fall through the “social funnel”:
- Awareness posts get people on the page and get them aware of your cause (targeting Audience Segment A)
- Engagement posts are built around whether people are ‘liking’, ‘tagging’, and ‘sharing’ your content with their friends. Interest your audience and make them build an emotional connection with your org (targeting audience segment B)
- Donation asks should target engaged and attached people. If they participate and adopt your cause they become ambassadors for your organization (targeting audience segment C).
The key point here is that:
AWARENESS LEADS TO ENGAGEMENT WHICH LEADS TO DONATIONS
Engaging in Conversations