facebook what organizations need to know detailed

Facebook: What Organizations Need to Know

May 19, 2009

Kevin Martone and Joe RuotoloTechnology Program TeamGrinspoon Institute for Jewish Philanthropy

Celia BaczkowskiDirector of Development and Alumni RelationsSurprise Lake Camp

Facebook: What Organizations Need to Know 2May 19, 2009

Agenda: Welcome and Tech Overview (Kevin Martone) 1:00 – 1:10 Facebook: What Organizations Need to Know (Kevin)

Social Media Overview 1:10 – 1:15 Facebook – How it can be used 1:15 – 1:20 Profiles, Groups, and Pages 1:20 – 1:40 Surprise Lake Facebook Page (Celia Baczkowski) 1:40 – 1:45 Facebook Page Demo – 1:45 – 2:00 How to Use/Maintain – 2:00 – 2:10

Feedback/Questions (Kevin) 2:10 – 2:20


Notes on Today’s Session Today’s Topic

Many camps realize Facebook and other Social Media sites are an important tool for reaching out to constituents

Facebook has recently made major changes to their Organization Pages

Each camp needs to better understand how Facebook fits into their overall outreach and communications strategy…and how they can best implement it

This presentation will give both an overview for beginners and some more in-depth assistance for more advanced users

The Presentations and Recorded Session will be available for download on http://webinar.gijptech.org within 48 hours

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Social Media – What Is It?

Thoughts? What IS Social Media? Difference between traditional websites

and Social MediaTraditional: Organization posts information for

others to read; no interactionSocial Media: Everyone has a say!


Social Media – Why We Care

Both a Challenge and an Opportunity Challenge – Your constituents may already be

online discussing your organization, posting photos/videos. You can’t control the discussion.

Opportunity – Social Media tools can be used to build community, reconnect with constituents, learn about concerns, and continue to build and update your constituent database. For free.

Lisa Simpson: “Do you know that the Chinese use the same word for crisis as they do for opportunity?”

Homer Simpson: “Yes – Crisitunity!”


Social Media – Important Consideration

These tools are free or low cost, but… …it takes time and resources to manage

effectively Organizations must consider the use of these

tools strategically, as part of an overall communication and outreach plan

Facebook: What Organizations Need to Know 10May 19, 2009 10

Social Media Tools

And more…


Facebook

Popular, fast-growing social media site People can group together on Facebook under

the name of your organization Listen: Where are your constituents? What are

they saying? Posting?


Facebook – How It Can Be Used Listen

All should be doing this already!

Engage with NO official presence Leverage existing grass-roots Facebook groups Post actionable news

Engage with official presence Post actionable news Engage in discussions Message constituents Official presence can be managed by Camp, Alumni

Association, Alumni Committee, etc.


Profiles, Groups, and Pages…Oh My! Personal Profiles

Must be an individual person If an Organization uses this, Facebook can delete at any time Needed to create/administer Groups or Pages

Groups Anyone with a Facebook Profile can create a Group on any topic Probable that Groups are already created in your Organization’s name Facebook user “Joins” a Group; becomes a “Member”

Pages For Organizations, Brands/Products, and Public Figures Only official representatives can create/administer Recently updated

More interactive More like personal profiles

Facebook user Becomes a “Fan”


Facebook Groups What are Facebook Groups?

Facebook Groups allow Users with similar interests to group together Any Facebook User can create a Group (Do not have to be an official

representative of an Organization) Facebook Users can Join a Group, post photos, have discussions, etc.

Pros Send messages to up to 5000 Group Members’ Facebook Inbox Can make a Group Secret or Closed to ensure Members are legitimate Can remove a Member from a Group

Cons Limited Customization – Facebook Applications can’t be added Limited news feed integration – difficult to spread the word virally No Member/usage statistics


Facebook Group – Example


Facebook Pages What are Facebook Pages?

Facebook Pages allow users with similar interests to group together Only official representatives of an Organization can create a Page Facebook Users can Become a Fan of a Page, post photos, have

discussions, etc. Pros

Highly Customizable – Can add tabs and applications Strong news feed integration (status updates, etc.) – Viral outreach Offer Fan/usage statistics (if more than 10 Fans) Can restrict to specific ages or countries

Cons Can’t send messages to relatively prominent Facebook Inbox Can’t remove a Fan from a Page Once Pages are published, they are available to all Facebook Users

(unless age or country restrictions imposed)


Facebook Page – Example


So…Group or Page? Page

For an organization’s official presence on Facebook, we recommend a Page

Customizable Takes advantage of viral aspects of Facebook Only way for users to know it is the “official” presence on

Facebook However, Groups should still be reviewed and

engaged – passionate fans are administering and joining these Groups!


Surprise Lake – Facebook Page Created Dec. 2008 920+ fans and

growing Frequent status

updates


Surprise Lake – Facebook Page Features:

Form for submitting contact information

Link to Online Giving

Causes App Events YouTube Videos Photos


Surprise Lake – Facebook Page Benefits:

Capture new names/emails (100+ submitted; at least 50+ new)

Welcome email with links to Alumni registration page and list of benefits they’ll receive by signing up (eNewsletters, events, etc.)

Communicate to alumni where they areLinks to website and Alumni Portal

1,100+ click-throughs from Facebook to www.surpriselake.org since creation of the Facebook Page.

http://www.surpriselake.org/


Surprise Lake – Facebook Page Key Takeaways

Want it to be interactive; return visits Try contests Other ideas?

Must keep it fresh (like website) Write status updates, send updates, welcome people who

submit forms, etc. Can link blog to Page

Consider overall communication strategy Facebook vs. all other channels Existing Facebook Alumni Association Groups vs. Camp

Page


Demo – Making a Facebook Page


Fundraising on Facebook Not great $ results…yet But…can engage and build

base Cultivate for other channels

Use Actionable News to drive Fans to Website Online Giving Event Registration

Various tools Causes ChipIn


Collecting Constituent Data

Privacy restrictions in Facebook No “silver bullet” for collecting contact

info Use Actionable News to drive Fans to

WebsiteForm to enter data

Add form directly in Facebook Page eNewsletter signup widget


How to Maintain Must maintain the presence long-term, just

like a websiteWho will maintain the Page? Who will send messages, review discussions

and pictures, etc.?How often will content be added

To truly take advantage of the viral potential of a Page, engaging content must be added frequently; fan-submitted content must be monitored on an on-going basis


Questions?

Photo by Xurble


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