Facebook started off as a social networking site for college students but today it seems almost everyone has a personal account and many businesses and organizations have their own pages. Even non-profit agencies and organizations are creating pages to get their messages out, which can be very beneficial in the long-run.
While interning for two non-profit organizations, it was often up to me to manage these pages. This led me to wonder if there were any methods to get the most out of Facebook for a non-profit. After managing these pages for a few months, I stumbled upon some very useful tactics for using a non-profit’s Facebook page to its full potential.
Many people wonder if a non-profit should title their Facebook page with the organization’s name. Many non-profits choose to do so, but if you decide to title the page something else, keep in mind that the name of your page influences how it will be found. Also, the name of a Facebook page can only be changed if there are fewer than 100 connections made. When deciding what category to choose when establishing your page (Local Business or Place of Interest, Company, Organization or Institution, Brand or Product, Artist, Band or Public Figure, Entertainment, Cause or Topic) think about how the public views the organization, not how you think about it. Once your category is chosen, you cannot change it.
When the logistics are worked out and your page is set up, you can begin to promote your Facebook page. One way to do this is to add a ‘likebox’ to your website. When twenty-five people ‘like’ your non-profit, your page will officially launch. You should think about emailing those who already support your organization announcing the launch of your Facebook page and asking them to spread the message. You can also embed your Facebook page link in all of your emails. If you are serious about creating a large fan base, Facebook Ads can be a useful tool for promoting your page.
Once your page has a strong fan base and everything is running smoothly, you should add multiple admins to your page. This way, the time spent managing the page can be divided amongst a few people. This does not mean, however, that everyone should post something to the page every day. You should only update when you have something compelling to share. Think quality over quantity.
Lastly, be sure to be interactive with your fans. If someone posts something on your page, comments on a photo or ‘likes’ something, take the time to respond to let them know you appreciate their involvement with your non-profit. Try to maintain conversations and be sure to post things that will spark conversation.
Facebook pages are a great (FREE!) tool, so if you’re working for a non-profit, take these tips into consideration!
This guest blog was written by PRowl Public Relations staff member Kaitlin Tully.