If your not for profit uses Facebook, here’s some important information to be aware of:
Facebook i
s changing its algorithm to give more prominence to content that focuses on community and interaction. This means less content from businesses and even, not for profits. In addition, not for profits (NFPs) will likely see a significant reduction in the amount of traffic to their Facebook pages.
“As we make these updates, Pages may see their reach, video watch time and referral traffic decrease. Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution. Pages whose posts prompt conversations between friends will see less of an effect.” Read more from Facebook’s newsroom.
Tech Soup writes: “In the coming months, Facebook will be granting less priority to Pages from businesses and publications and begin favoring posts its ranking algorithm finds to be more engaging — namely those that spark debate and discussion among a user’s friends and family.”
The lesson for not for profits is:
–Facebook is “free and will be forever.” That also means that Facebook has ultimate control over what information they choose to prioritize.
–Facebook’s focus will be on content that engages and ultimately, brings people together. For most NFPs who create Pages, engaging readers has taken the form of simply posting updates, which quickly become stale and outdated. Your NFP now needs to develop a concerted effort and strategy to draw out donors, members and stakeholders, converse with them, figure out what matters to them and meet them at the point of their needs. It’s all about conversing, forming community with these stakeholders, instead of just throwing one-way content at them.
–Ultimately, Facebook is just a tool. While its advantage is being one of easiest, free and most prominent tools for sharing content with our stakeholders, engaging with your stakeholders should go beyond reaching out just on Facebook. Meeting in person, using your website, or other communications tools should also form part of your social media strategy.
Takeaways for Solo Communications Professionals:
1. Create a Facebook group: Unlike Facebook Pages, which “talk” at visitors, a Facebook group’s purpose is to discuss, engage and converse. When people join a group, they want to be more than just informed, they intend to engage.
Click here for the instructions: https://nonprofits.fb.com/topic/groups/
2. Make a list of hot button topics that matter to your members or stakeholders. What fires them up, gets them excited? Look at evaluations from your past events, comments in your surveys, word of mouth, or even stories you’ve heard around the office and in the community you serve. Use these as conversation starters to get your people talking.
If you have any questions, let me know at temi@tagb.ca