1. FACEBOOK FOR A CAUSE:
Online Community Organizing

2. “Vision without action is merely a dream
Action without vision just passes the time
Vision with action can change the world”
~ Joel Barker

3. But isn’t Facebook just for
people to share the boring
details of their mundane lives?

4. And
their
food!

5. TYPES OF FACEBOOK USERS
 The addict
 The sharer
 The lurker
 The news junkie
 ???

6. HOW WE THINK PEOPLE USE FACEBOOK

7. HOW PEOPLE REALLY USE FACEBOOK

10. FACEBOOK AND CYBER ACTIVISM

11. Using e-mail, blogs, and social
networking sites to publicize a cause
by disseminating information
quickly…
Cyber
Cyber Activism can help promote a Activism
cause, product, company, politician or
a revolution; witness the extraordinary
amount of cyber activism in the
Middle East after the turn of the
century.
Source: PCMag.com/encyclopedia/term/63075/cyberactivism

12. Does Cyber Activism really
work?

13. TWO CAUSES/TWO CAMPAIGNS
Cartoons for
Support Gay Marriage
Child Abuse Awareness

14. TWO CAUSES/TWO CAMPAIGNS
Cartoons for
Support Gay Marriage
Child Abuse Awareness
 2010  2013
 Created awareness  Created awareness
 Awareness enough?  Awareness enough?
 Offline Activism?  Offline Activism?

15. How can Facebook help me
organize around my cause?

16. FACEBOOK OUTREACH CHANNELS
 Personal Account
 Pages
 Groups

17. PERSONAL ACCOUNT
 Private
 Followers
 Freedom and flexibility
 No statistical Data

18. PAGES
 Types:
 Brands,Organizations, Individuals, Celebrities
 Applications
 Insights (stats)

19. GROUPS
 Friends/Family
 Organizational
 Cause/Topic
 Privacy: Open/Closed/Secret

20. CREATING AND/OR CURATING CONTENT
 Photos
 Articles
 Status Updates
 Questions/Surveys

21. COMMUNITY ENGAGEMENT
 Get them talking
 Provide good, relevant content
 Change it up
 Connect w/other likeminded organizations
 Remember rules of effective communication
 Pay attention to your Insights

22. How will I know if it’s working?

23. INSIGHTS
 Likes
 Demographics & Location
 Where they came from
 Reach
 Demographics
 How you reached people
 Visits
 Talking about this
 Who
 How

24. REACH
 Demographics
 How you reached people
 Visits

25. LIKES
 Demographics & Location
 Where they came from

26. TALKING ABOUT THIS
 Who
 How

27. How do I figure out which will
work for me or my organization?

28. DECISIONS, DECISIONS…
Page Group

29. DECISIONS, DECISIONS- PAGE OR GROUP
 Set your goals
 Followers vs. Active Participants
 Awareness or Action

30. STAY CURRENT
 Mashable.com/guidebook/facebook/
 socialmediaclub.org/chapter/chicago
 Social Media for Nonprofits (Conference 5/20/13)

31. Facebook for a Cause:
Online Community Organizing
Libby Juliá-Vázquez
Communications Manager
ljvazquez@bickerdike.org
773.278.5669