Facebook

=Stealth Measurement: How Networked Nonprofits Use [|Facebook] SMARTly=

=Overview=
 * These are the step-by-steps on [|How To Use Facebook Effectively].**

Think of a Facebook Page as a mini-web site in[|Facebook] [|facebookcomic] . It gives your nonprofit a friendly url. People can find you via Google, and there's no limit to the number of people who can tell you how passionate they are about your organization. And, what's even better, it doesn't take all that much time and effort to have a powerful Facebook Page.

=**Step 1: SMART Objective based on Benchmarking**=

Identify the intent of your Facebook Page


 * Keep current audiences engaged between performances
 * Raise brand awareness
 * Identify and recruit new audiences to your events, programs, concerts. or exhibits
 * Inspire conversation online/offline to support audience development
 * Get new ideas and feedback on programs and services
 * Research what people are saying about your organization
 * Drive traffic to web site or blog
 * Social content generation
 * Identify and build relationships with influencers, allies & supporters

Next, make it into a SMART objective.


 * ===S=== || Specific ||
 * ===M=== || Measurable ||
 * ===A=== || Attainable ||
 * ===R=== || Relevant ||
 * ===T=== || Timely ||

A benchmark provides context for your organization to measure your objectives. A benchmark can be comparing your results to previous results or comparing yourself to peer organizations. Devon Smith has completed a benchmarking study for this project here. For a quick tutorial on using Facebook Insights to get the two data points mentioned below, [|check out this video].

By the end of Leveraging Social Media experiment, we will increase the number of Fans who "Like" us on Facebook by x% Compare to your current baseline: How many Fans does you have now? What is the average number of views your posts receive now? Peer Organization Benchmark Median Number of FB Fans: 1600 per Devon (See Slide 8)
 * Intent: Raise brand awareness**

By the end of Leveraging Social Media experiment, we will post content daily that engages people in our art and increases the number of comments per post by x% Compare to your current baseline: What is the feedback percentage? Benchmark Median Number of Daily Comments Per Post: 4.5 per Devon (See Slide 13)
 * Intent: Inspire conversations related to audience development goals**

A few other Facebook tracking tools: [|All Facebook Stats] Export.ly and Insights.

=**Step 2: Internal: Work Flow and Policy**=


 * **Page Administrators:** You can add an unlimited number of administrators on Facebook Page, so why go it alone? By sharing the workload, you'll be able to do more. Here's [|more details]about how to manage your Facebook Page as well as the [|Facebook Admin tools].
 * **Post as You or Your Page?** Facebook's newly launched design allows you to do this. How to toggle between a Facebook Profile and a Facebook Page (video)
 * **Work Flow:** Don't live on Facebook, it isn't effective. Design your work flow. Small (15-20 minute) chunks of daily time for implementation (posting content and answering fans) and some concentrated time for planning your monthly editorial calendar of content and engagement. Nutshell Mail can be a useful tool for monitoring responses. You'll also need to schedule time to collect and analyze your data. [|Use SpreadSheet Aerobics] to help you save time and here's a [|spreadsheet template] to use.
 * **Tips for Being Effective:** If you're doing the work on Facebook, your time is spent: being a resource, engaging, moderating, and measuring. [|Tips].


 * **Facebook Use Policy:** If you're going to have many people on staff and volunteers help you, you may need a [|Facebook Use Policy]
 * **Do You Need A Community Policy?** This is where you layout the rules of engagement and what types of posts are appropriate. Here's some [|examples]


 * **Beyond the Brand Page:** Using the "Subscribe" option on staff personal profiles: [|Why Do It?] [|How to Do It?]
 * Mobile Tools: []

=**Step 3: Look and Feel**=


 * **Brand Page Cover Image and Timeline:** It's all about telling your organization's story visually. Here's [|11 things to think about as] you plan your look and feel.
 * **Cover Image Templates:** Don't have resources to hire a graphic designer or time to hack it yourself? Here's [|some advice and templates] from Ash Shepherd.
 * **Collection of Examples:** [|Pinboard of Examples]

=Step 4: Listening and Networking=


 * **Find Out Where Your Fans Hang Out on Facebook:** Identify Facebook Pages that attract a similar target audience and use [|analytics] tools to find other likely pages that they have joined.


 * **Are people already talking about your organization?** You use tools like [|Facebook Open Search] or [|Social Mention] to search public information on Facebook to see if people are talking about your organization. Use this information to shape your content strategy.

=Step 5: Networking, Getting Attention, and Recruiting Fans=

> []
 * Maximize for Reach: **How to Optimize for Reach and Visibility:**
 * **N****o More Default Landing Tabs:** This feature is no longer available - [|but no great loss] You now need to focus on "pinned posts" - posts that stay at the top of your wall for 7 days. You can still add in apps that have a call for sign ups and these remain at the top, but no longer the gateway to your page for new fans.
 * **Recruitment Campaigns:** Some organization have fun contests or "friend get a friend" campaign for the initial recruitment and engagement. See how the [|California Parks Campaign] recruited new members and caught the attention of the mainstream media. Santa Clara Public Health Department [|Fan Page] gave away t-shirts to the first couple hundred fans.


 * **Use Facebook Ads:** See the primer below and these [|useful step by steps] but [|be sure to a/b test] and here's [|a terrific case study] plus a lot of really good useful tips [|here]. If you prefer to have a nice e-book that you can print and read off line, check out [|Hubspot's guide].
 * **Getting into people's newsfeeds is essential** - and using a [|personal profile with the "subscribe" option] is a good strategy and [|advertising].
 * **Networking on Other Pages Is Important** - [|here's some tips]

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 * [|The Basic Checklist]
 * **Use Badges and Fan Box Widgets To Promote Your Page Outside of Facebook** If you're a page administrator, you'll notice a "add the Fan Box Widget" link. This allows you to create a customized badge on your web site or blog that promotes your Facebook Fan Page. This is a highly effective way to recruit more fans. More from the [|Fan Box wiki]. Here's a few more [|ways to integrate] "Share on Facebook" with other channels. Here's a [|collection of free social media icons], including Facebook that you can use you your web site, email signature, or other places.


 * **Use of Contests/Raffles:** **This is somewhat of a blurry area, so be sure to read Facebook's Promotional Guidelines**. You need written permission from Facebook and spending a significant amount on ads per month. See these two posts for more explanation.


 * **Don't Forget promoting it offline with window clings or adding to your flyers**. Here's a [|template] you can use. Encourage people to "like" your page by sending a text 32665 short code. Here are some useful tips: [|21 Creative Ways to Promote Your Facebook Page] Another template here: http://ads.ak.facebook.com/ads/FacebookAds/Facebook_Signs.pdf


 * **Twenty Ways to Promote Your Fan Page:** [|Tips]


 * **Basic SEO for your Page:** [|Some Tips]

=**Step 6: Engagement Strategy**=


 * **What to do after the like?** [|Carie Lewis advice]
 * Some creative ways to use the timeline[| with historical posts]


 * **Five Tips for Increasing Engagement** from [|NTEN Blog] A simple engagement technique to get people talking is to ask open-ended questions. Here's [|a worksheet and an example from one organization], plus [|examples from other organizations].

>
 * **Five Ways To Get Engagement from Your Fans** - [|Good tips]. Ask their opinion, create fan-centric content, calls to action, and more
 * [|Facebook's Guide to Publishing Engagement Posts]
 * **Always Be Commenting:** It is important to respond to people who comment on your Facebook content. People want to know that you’re reading your Wall and reacting to comments, so the three keys of commenting are: fast (within 24 hours); many (respond to everyone); and often (make commenting core to your Facebook activity). More tips: [|How To Enchant Your Facebook Fans]


 * **Engagement: Play Tag With Your Friends** One of the most engaging and viral ways to share content is to post photos and tag people. Now, you can only tag people who are your friends - and that's why it is useful to have a multiple administrators for your page. The best way to get photos and videos of your fans is through hosting events. For example, one organization took photos of people at offline event of people holding a sign with their message and then uploaded the photos into their Facebook Fan Page. This is not a new technique, it's called the "[|hold a sign meme]." Here are [|five easy and simple ways to engage] your Facebook Fans. Facebook now lets you tag friends and Pages in comments
 * **Dealing with Upset Fans:** [|A couple of good tips and tricks].


 * SuperFans - identify key influencers and get them to be your brand ambassadors. Setting up a special FB group might work too - [|especially if it rocks]. Here's some tips to [|engage influencers]. and a [|Facebook app to help you identify]
 * Call to action for super fans might to have them [|use your organization's branded cover images] and [|here's how to do it] plus some examples from [|Best Friends] [|Surfrider], and [|NWF]. - [|timeline campaigns in the future]?
 * [|Apps] to encourage engagement on Facebook




 * [|Why does engagement drop over time?]

=**Step 7: Content Strategy**=


 * **Create a Monthly Editorial Calendar**. Spend about an hour or two each month to create your editorial calendar. Take a look at all your existing content, events, and materials. Assign something for day. Facebook content is micro-content in small chunks. You can post questions, photos, videos, articles to blog posts, content that other people have created but on the topics you need, etc. Also create a list of "evergreen" content that doesn't require a date and you can post if you get stuck. Here's an [|editorial calendar spreadsheet]. How to keep you [|Facebook messaging consistent with a topic calenda]r.


 * **Engaging Nuggets Work Best** The more interactive and visual your content is the better results you'll see. Here's a [|summary] of the [|research] and a [|podcast].


 * **Link to other Content:** This is the [|secret] to a popular fan page - quality, compelling and small bites of content. There are also some [|good search engine optimization benefits] as well. Here are some [|great tips] for finding good content to share. It's also a good idea to link to posts and news from your fan page friends, even tagging them so they know about your post.
 * **Link to Similar Facebook Pages:** This is a great way to add content value and build community. How to display “Featured” Page’s on your Facebook Page


 * **How to Use Current Events:** []
 * **17 Ways to Integrate Facebook and Email:** []
 * **How To Craft Facebook Content to Get More Shares:**[]
 * **How To Make Content More NewsFeed Friendly** - []

=**Step 8: Reflect and Refine**=


 * **Facebook Insights -** Changes as of October, 2011 - [|See Facebook's Product Guide]
 * **Look Beyond the Like:** [|How To Measure Performance on Facebook] and [|Facebook Metrics Nonprofits Need To Know] An easy way to [|calculate how many fans see your content]
 * **Use Insight to Get Insight -** Here's the [|best guide] to the new Facebook Insights tool plus this [|post]


 * [|How To Make Sense of Facebook Insights Data]
 * [|How To Use FB Insights to Increase fans]
 * Advanced: [|How To Use FB Insights]


 * **Other Analytic Tool:** Edgerank
 * Questions: What patterns are you seeing? What will keep the same? What will you change?
 * Facebook often changes how it works and features you can use. You might want to follow the Facebook blog for the most up-to-date changes


 * Finally combining your metrics with an after action review and even sharing it publically to get feedback from stakeholders can help you improve what you're doing. Here's a terrific example from the [|League of Women Voters in California].


 * Research**

[|Check Facebook] [|Nielsen Social Network Report, September, 2011] [|Facebook 2011 Demographics Revisited] [|Pew Internet: Social Networks in Our Lives]
 * User Statistics**

[|Using Facebook To Meet Your Mission] from Idealware [|Social Congress]
 * Nonprofit Research:**

[|What Facebook Users Want] (a mix of community and news) from Chitka [|Loyalty of Facebook Users] [|Facebook As A Niche Marketing Tool] [|Analysis of Content, Frequency of Posting on Facebook Fan Pages] (some good points for your content strategy) [|Facebook Fan Page Engagement Rate]
 * User Behavior**


 * Facebook Changes**
 * Facebook Changes (October, 2011)
 * Just want to fast tips? [|Check this out]


 * Additional Resources:**
 * Nonprofits on Facebook by [|Facebook]
 * Facebook Pages FAQ by [|Facebook]
 * Pages, Groups, and Causes: How are they different? by Facebook
 * [|Facebook Fan Pages and SEO Tips]
 * [|Facebook Nonprofit Best Practices Curated List]
 * [|Facebook Tips and Tactics](2012)
 * Learn Facebook Step by Step