Facebook: What Organizations Need to Know

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Facebook What Organizations Need to Know

• May 19, 2009
• Kevin Martone and Joe Ruotolo
• Technology Program Team
• Grinspoon Institute for Jewish Philanthropy
• Celia Baczkowski
• Director of Development and Alumni Relations
• Surprise Lake Camp

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Agenda

• Welcome and Tech Overview (Kevin Martone) 100
  110
• Facebook What Organizations Need to Know (Kevin)
• Social Media Overview 110 115
• Facebook How it can be used 115 120
• Profiles, Groups, and Pages 120 140
• Surprise Lake Facebook Page (Celia Baczkowski)
  140 145
• Facebook Page Demo 145 200
• How to Use/Maintain 200 210
• Feedback/Questions (Kevin) 210 220

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Notes on Todays Session

• Todays 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 strategyand 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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D) Type your question and click Send to submit it
to the organizer
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Social Media What Is It?

• Thoughts? What IS Social Media?
• Difference between traditional websites and
  Social Media
• Traditional Organization posts information for
  others to read no interaction
• Social Media Everyone has a say!

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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 cant 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!
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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

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Social Media Tools

• And more

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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?

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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.

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Profiles, Groups, and PagesOh 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
  Organizations 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

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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
  cant be added
• Limited news feed integration difficult to
  spread the word virally
• No Member/usage statistics

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Facebook Group Example
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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
• Cant send messages to relatively prominent
  Facebook Inbox
• Cant remove a Fan from a Page
• Once Pages are published, they are available to
  all Facebook Users (unless age or country
  restrictions imposed)

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Facebook Page Example
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SoGroup or Page?

• Page
• For an organizations 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!

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Surprise Lake Facebook Page

• Created Dec. 2008
• 920 fans and growing
• Frequent status updates

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Surprise Lake Facebook Page

• Features
• Form for submitting contact information
• Link to Online Giving
• Causes App
• Events
• YouTube Videos
• Photos

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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 theyll receive by
  signing up (eNewsletters, events, etc.)
• Communicate to alumni where they are
• Links to website and Alumni Portal
• 1,100 click-throughs from Facebook to
  www.surpriselake.org since creation of the
  Facebook Page.

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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

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Demo Making a Facebook Page
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Fundraising on Facebook

• Not great resultsyet
• Butcan engage and build base
• Cultivate for other channels
• Use Actionable News to drive Fans to Website
• Online Giving
• Event Registration
• Various tools
• Causes
• ChipIn

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Collecting Constituent Data

• Privacy restrictions in Facebook
• No silver bullet for collecting contact info
• Use Actionable News to drive Fans to Website
• Form to enter data
• Add form directly in Facebook Page
• eNewsletter signup widget

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How to Maintain

• Must maintain the presence long-term, just like a
  website
• Who 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
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Questions?
Photo by Xurble
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For More Information

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  the week http//webinar.gijptech.org
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