This presentation covers the latest research about Facebook Pages engagement, benchmarks, and posting reach, as well as how to best optimize Facebook Pages and Groups for developing a vibrant Facebook community. Highlighted topics in this presentation include Facebook research, understanding Edgerank, Facebook Pages strategy, content strategy (with examples), understanding Facebook Groups and best practices, Groups vs. Pages, and actionable next steps.

1. Facebook Groups and Pages
Presentation by Debra Askanase, Community Organizer 2.0
November 4, 2012

2. Debra Askanase,
Community Organizer 2.0
Online Engagement Strategist
• Nonprofit exec and community
organizer
• Principal at Community Organizer
2.0
• Online engagement, strategy,
training and campaign consulting
• Has lived in Houston, Atlanta,
Boston, Israel, and Waltham, MA
• Blogs about social media +
nonprofits at
www.communityorganizer20.com
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3. Today’s session
FACEBOOK RESEARCH AND BEST PRACTICES
1
FACEBOOK STRATEGY
2
FACEBOOK GROUPS
3
FACEBOOK PAGES
4
5 ACTIONABLE NEXT STEPS
3

4. 1
FACEBOOK RESEARCH AND BEST
PRACTICES
Research to guide your practice

5. 2012 Nonprofit Benchmarks
Extra: Facebook
• 37 nonprofit organizations surveyed
(mostly large organizations)
• Estimate 10% of your email
list for Facebook fans
• Between 2010-2011,
median Page growth rate
was 70%
• On average, about 20% of
About 20% of fans see your fans see your content on
content any given day
About 2% of fans will engage • For every 1,000 fans, 6 will
with your content weekly interact with content on any
given day (.6%)
• 32% of Page reach is due
to viral activity (on avg)
https://www.facebook.com/MRCampaigns/app_303046 5
156449824

6. Hubspot Research: posting
practices
• Best times to post links: 1pm-4pm, Wednesday
at 3pm* (http://mashable.com/2012/05/09/best-time-to-post-on-facebook/)
• Best days: Sat and Sunday*
• Best things: Photos
• Say “I”: The word “I” garners the most Likes and
comments
• Sentiment: Positive or negative posts receive far
more comments and likes than neutral ones
*each organization should test the best time and type
of content, as this can be variable
http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-
on-facebook.html# 6

7. Likes by type of post
http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on- 7
facebook.html#

8. Share frequency by type of
post
http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-
facebook.html# 8

9. Pew Internet Study: Photo
and video curators
http://www.communityorganizer20.com/2012/09/24/pew-study-highlights-the-
explosion-of-photo-and-video-sharing/ 9

10. Pew Internet Study: Photo
and video creators
http://www.communityorganizer20.com/2012/09/24/pew-study-highlights-the-
explosion-of-photo-and-video-sharing/ 10

11. BuddyMedia research:
Post engagement practices
• Post a question and ask for a response. It works!
• Fans are happier engaging in contests with the
words “winning” and “events” than the words
“contest” or “promotion.”
• Asking a question at the end of a post drives
engagement
• “Where,” “when,” “would,” and “should” drive the
highest engagement rates. Avoid asking “why”
questions
http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-
wall-posts.html
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12. ComScore: ROE of FB post
frequency
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13. Understanding EdgeRank
http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
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14. EdgeRank weight
Lightweight– Likes have little notice in the
news stream
Middleweight- Likes that are “upgraded” to a
comment have more weight
Heavyweight- The more interactions with
the news stream item (tags, comments,
likes, shares) the higher it will show in
search and on the user’s Pages
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15. The new “if” factor: Promoted
Posts
• Pay $5 - $7 to promote a specific FB Post
• Only most recent updates (<3 days)
• Becomes a “sponsored post”
• Guaranteed to be seen by more fans: bumps up
rank in the NFO
• FB will tell you how many more people saw it
because you paid for the post
• Only available to pages with 400+ Likes
http://www.nonprofitfacebookguy.com/facebook-rolls-out-promotions-feature-for-page- 15
posts/

16. 2
FACEBOOK STRATEGY
Beyond links and updates

17. SMART Goals: what are
yours?
• Registrations
• Re-enrollment
• Fundraising
• Satisfaction
• Event registration
• Other?
17

18. Identify year-round content
themes
Camp Tel Noar 18

19. Practice real engagement to
get there
Move to
Action
Creates
Trust
Social Media
Engage
Ladder of Engagement © Community Organizer 2.0 19

20. Identify the conversation
20

21. Image by Darim Online 21

22. Share pairs:
What is “the conversation?”
Camp Pembroke 22

23. Use relationship ties to foster
real engagement
Trust: Time:
intimacy, mutual Amount of time spent
confiding together
Reciprocity: Intensity:
amount of Emotional intensity,
reciprocal services sense of closeness
You can leverage two components
organizationally
23

24. Trust >> authenticity,
transparency
URJ Camp Jacobs 24

25. Be the person behind the logo
25

26. Reciprocity >> co-creation
Camp Yavneh 26

27. Engage with personal touches
• Send personal messages through FB to fans that
post and thank them
• Post messages from your organization on their
Facebook Pages
• Create groups
• Don’t be afraid to become FB friends with some
of your best fans
• Always be commenting – answer every one!
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28. Leadership Ladder of
Engagement
External
Internal
social leaders
Superfans
media
Fans leaders
Bring in new fans and build content
28

29. Content alchemy
Include community
Assess what Optimize that
in content
content resonates content and deepen
development as
with your follower
contributors and
community engagement
curators
Research to find Deepen Move to action
out what engagement,
engages create trust
29

30. At your fingertips for content:
Facebook features
• Types of conversations
• Types of content
• Interviews
• Video
• Special offers
• Information
• Highlighted stories
• Pinned stories
30

31. 3
FACEBOOK GROUPS
Relational engagement

32. At a glance: Pages vs. Groups
Feature Pages Groups
Interactivity More marketing than More relational and
relational collaborative than
marketing
Metrics Facebook Insights No native metrics
Important features Apps, promotion (ads), Document upload,
highlighting, pinning group chat, add a
member
Post notifications Newsfeed Personal notifications
Search No Yes
Types One type Secret, Closed, and
Open
Promotion Social plugins, ads None
Findability Higher search returns, Can be private, a bit
public harder to find 32

33. Facebook Groups: Secret &
Closed Groups
• Secret
– Develop leaders (ladder of engagement)
– Plan events
– Collaboration
– Confidentiality issues (staff)
– Cannot be found in Facebook or any public search
• Closed
– Develop relationships
– Cohort groups (self-identifying)
– Confidentiality
33

34. Facebook Groups: Open
Groups
• Open Groups
– Marketing and awareness
– Inclusiveness
– Develop relationships/relational feeling
– Ladder of engagement for leadership development
34

35. Alumni groups
URJ Kutz Camp Alumni Open group 35

36. Alumni groups
Surprise Lake Alumni Assoc. Open group 36

37. Parent Groups
37

38. Jacob Camp Parents Live Q &A
Event
38

39. Camp Jacobs Live Q & A
Jacobs Camp Parents FB Group 39

40. 4
FACEBOOK PAGES
The challenge of content with conversation to move fans to action

41. Facebook Pages: Storytelling
and engagement features
• Cover photo
• Timeline history
• Polls/Questions
• Photos
• Sharing graphics
• Video!
41

42. Use the cover photo to tell a
story
42

43. Take advantage of the
Timeline
43

44. Support your
themes with
content
44

45. Deepen engagement
Camp Herzl 45

46. Video is extremely engaging
46

47. Make it personal when you can
47

48. Making it more personal
Camp Surprise Lake 48

49. Be goal-oriented, through
engagement
49

50. Key Facebook elements
• Relationship-building
• Creating content that drives engagement
• Creating places to drive engagement (Facebook
isn’t “just because you have to”)
• Fostering a space for the conversation to happen
• Measuring your activities against SMART goals
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51. 5
ACTIONABLE NEXT STEPS
Leave here with a plan

52. Actionable steps
Create
Know the Pages or
Define SMART goals engagement
conversation Groups?
strategy
Develop content Measure activity
HAVE FUN!!
strategy against goals
52

53. Bonus: Critical strategy
questions
What is it that your fans care about most?
Will it move them to action?
-----------------------------------------------------------------------
• What content supports the conversation?
• What content will excite your community?
• What can the community create for your content?
(collaborate and empower)
• Who will collect and curate content?
• How will you measure your activities against your
goals?
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54. Thank you for your attention!
Feel free to follow-up with questions…

55. Contacting Debra
Debra Askanase
Community Organizer 2.0
http://communityorganizer20.com
debra@communityorganizer20.com
Twitter: askdebra
Linkedin: linkedin.com/in/debraaskanase
Slideshare: slideshare.net/debask
Google+: http://plus.to/askdebra
Telephone: (617) 682-2977
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