Facebook for charities
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This document provides guidance for charities on effectively utilizing Facebook as a communication tool. It highlights the platform's extensive user base and various features, such as the news feed, pages, and ads, to enhance engagement with supporters. Recommendations include sharing quality content, fostering interaction, and utilizing Facebook's tools to connect with both current and potential supporters.
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Facebook for charities
- 1. Facebook for charities Last updated: July 2011
- 2. Hello. These slides are intended to help charities make the best use of the ever-changing opportunities offered by Facebook. If you spot something that’s out of date, wrong or missing, please let us know, and do share any examples of charities making good use of the world’s largest social network! We hope this proves useful, please share far and wide.
- 3. Getting the message out Every charity is different but we’d broadly prioritise your communication channels like so: Twitter Mobile Website Email Facebook More important Less important
- 4. Facebook
- 5. Why focus on Facebook? • It has almost 700,000,000 users worldwide and 58% of UK population have an account (June 2011) • The ever growing scope of the site means many users are using Facebook to explore the web • It allows you to interact directly with your supporters - answering questions, sharing content - making your organisation more accessible • Your best content is easily shareable
- 6. Facebook There’s a lot going on... News Feed Registration Like button Applications Send button Ads Pages Places Groups
- 8. News Feed The stream of updates that you see after you login to Facebook is called the News Feed. It’s the core of the Facebook experience. If you want supporters to read your updates, to interact with your content, to respond to your calls to action - then this is where they need to appear. We’ll explain how to make this happen a little later on.
- 10. Like button You’ll have seen this displayed in many different ways
- 11. Like button The Like button can be placed anywhere on the web. It has two main purposes: To connect a user with your Facebook page (become a fan): • Clicking Like will make the user a fan of a specified Facebook Page, and it will share this activity for their friends to see • If you want to engage your users through Facebook, you’ll need them to click this button, so if possible add it to a prominent place on your website • The Like Box also performs this same function To share the web page that the button is on: • This is useful for sharing individual pieces of content e.g. blog posts
- 12. Like button This is slightly more tricky to implement, but you can also allow users to add a comment when they click the Like Button. This will increase the exposure it has with a user’s friends. When you add a Like button to your website, it gives you two choices - iFrame and XFBML. The code for the latter will allow comments, but it requires some extra code to be added to your website header.
- 13. Send button
- 14. Send button • Send replaces the Facebook Share button but performs a slightly different function • Clicking ‘Send’ gives users the option to email your content to a friend or post it on their wall
- 15. Pages
- 16. Pages • A Page is the FB equivalent of your website homepage • If a user Likes your Page your updates will appear in their news feed. Besides individuals interactions, this is the only way to communicate with those that Like your Page, and it can easily be hidden • As a page you can use Facebook in much the same way as a person - commenting on wall posts, liking pages, being tagged in photos etc - to do so simply select ‘Use Facebook as Page’ from the Account menu
- 17. Anatomy of a page Profile picture has a maximum Photos shows height of 600px five most recent so can be used to photos. You can promote key remove photos messages but the order is random Tabs are essentially sub pages. They are several standard Most recent options which can shows posts that be hidden. have been written Applications can be on your wall or added as tabs. Any you’ve been one can be default. tagged in. Can be switched off or set to default Featured Likes shows pages that you like that have been marked as The Greenpeace International page featured
- 18. Posting updates • As a page owner you can post updates in five formats: Status, Photo, Link, Video and Question • Questions are a fun way to interact with your audience. They can be set to allow users to add their own options • There is no magic formula to make your update appear - but it is more likely if the user has interacted with a previous update or if the update has lots of Likes and Comments • Keep it interesting as a user can hide all of your future updates with just two clicks
- 19. Tabs • Tabs can be used for additional content on Pages • Appear as menu below profile picture, with customisable icons. Defaults include Wall, Info, Photos, Discussion • Few users click on tabs so it is better to direct to these pages from within main content area • Any tab can be set as the landing page • Tabs can be used for iFrames, exclusive content, applications and more
- 20. Exclusive content It is possible to make certain content only visible to users who ‘Like’ your page, a great way to increase fans.
- 21. iFrames • An iFrame is simply a window onto another website • With iFrames users could interact with your entire site through Facebook • But to avoid scrolling side to side, you need to set up a version that is less than 520px width • A better but more expensive option is to design a FB specific version of your site with 3 or 4 pages
- 22. iFrames An iFrame onto the Hands Up website - set up in less than 5 minutes
- 23. iFrames An example of an iFrame ‘mini-site’ built to exist within Facebook
- 24. Groups
- 25. Groups • Can be public or private • Key features: • Document sharing • Group notifications • Group chat • Useful for self-organising groups of users, but Page should always be used as main presence
- 26. Groups An example of a Facebook Group
- 27. Login
- 28. Login • Previously known as Facebook Connect • Allows users to login to your website with their Facebook credentials, and can give various permission to your website e.g. posting to a user’s wall • Eliminates separate registration process • User gives permission to level of access set by you • Easy for users to invite FB friends / see which friends are using your website • Interactions can be shared back to Facebook
- 29. Login A Facebook Login dialog box that asks for additional permissions
- 30. Registration • A simplified version of a Login • The Registration plugin allows users to login into your site with their Facebook details, but can also work with users not on Facebook • Login can be used to fulfil an entire registration process • Extra fields can be added • Doesn’t give any additional permissions • Facebook doesn’t get your data
- 31. Registration Example of simple registration being used on FriendFeed website
- 32. Applications
- 33. Existing apps • Can be added as tabs, increasing the functionality of your Page • There is an app for just about everything - audio players, photo galleries, ecommerce engines and more. • For a full list of apps see http:// www.facebook.com/apps/directory.php
- 34. Existing apps Three to start with: • YouTube for Pages: add your latest videos to your page • Networked Blogs: import the feed from your blog • Slideshare: show visitors your latest presentations
- 35. Bespoke apps • Allow your content to be completely integrated into the Facebook experience • Users can find them within Facebook • Allow you to send notifications to users • Can access and use profile data (if user allows) • Content from apps is more likely to be shared within Facebook
- 36. Bespoke apps SuperBadger is a good example of a bespoke app - allowing users to send messages to campaign targets
- 37. Ads
- 38. Ads Users can be targeted according to specific data: location, language, demographic, likes and interests, connections, birthday and If an Ad is pointing within Facebook (to a Page, Event or Application), it can show Likes from any friends of the user. This can have a huge impact on click throughs
- 39. Sponsored stories • Sponsored stories take an activity that a user’s friends has done, relating to your Page and highlights it in a Sponsored story box on the right hand side • Can include Likes, Check ins, page posts and actions within applications • Makes clicks far more likely
- 40. Places
- 41. Places • Allows mobile users to ‘check-in’ at a specific place using location-based data, sharing this information to their wall • Allows discussions and reviews to be associated with geographical places • With Facebook Deals users can be targeted with incredibly specific location-based adverts and promotions
- 43. Share good content Whether it is from your users or other organisations, if it is good and relevant – share it
- 44. Chat, don’t broadcast Ask questions & share responses, share what users / supporters are doing for you. Aim for a tone that is friendly and light-hearted.
- 45. Be relevant Make connections between your cause and events that are in the public consciousness e.g news stories, holidays, TV programmes, sport
- 46. Keep it simple Don’t talk about too many things at once, and be specific about what you want people to do
- 47. Plan a supporter journey Think about how to convert casual visitors into more engaged users – e.g. through an iFrame or by promoting a link that will capture more data
- 48. Tell stories Encourage your users with stories of how others have progressed
- 49. Feedback and thank Keep users updated, make a big deal of successes and always thank them for their involvement
- 50. Repeat yourself If there is a key message you want to get across don’t just say it once. Say it again, but say it differently
- 51. Have a moderation policy Generally try to moderate as little as possible, but have a clear process for dealing with inappropriate content when it does appear. We recommend deleting spam and totally off topic responses, answering difficult questions and ignoring crazy people!
- 52. Keep learning Try new things. Look at other charity pages. Check your stats. Prompt, inspire and amuse!
- 53. And a quick little bit about us...
- 54. What we do We work with charities, helping them to get supporters more involved. Web design Strategy Communication Fundraising Campaigning Social media Training
- 55. Who we work with
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