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In this session, we discuss the steps to create a Facebook Page for organizations. We also cover basic fundamentals of using Facebook effectively to increase awareness of your organization and engage your existing constituents.
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Facebook 101Getting Started with Facebook
August 2012
Kevin Martone
Technology Program Manager
Grinspoon Institute for Jewish Philanthropy
PJ Can Build Community
3
Facebook offers PJ Communities an incredible opportunity to engage with its constituents.
Most PJ Communities have no website (or a single page buried on a Federation website)» Facebook can be your Community’s official
online presence.
Facebook: What Organizations Need to Know
4 May 19, 2009
Profiles, Groups, and Pages…Oh 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» Groups can be public or private» Facebook user “Joins” a Group; becomes a “Member”
Pages» For Organizations, Brands/Products, and Public Figures» Only official representatives can create/administer» More viral than Groups
- Can add additional functionality (applications)» Facebook user “Likes” a Page
How to Maintain
Must maintain the presence long-term, just like a website» Who will maintain the Page? » Who will respond to comments on the Page?» How often will content be added?
To truly take advantage of the viral potential of a Page, engaging content must be added frequently; user-submitted
content must be monitored on an on-going basis
Getting Started on Facebook
Add Profile Picture; Edit Thumbnail
Add Profile Picture; Edit Thumbnail
Fill out your Info Tab Text
About Your Community
- Can add free text and links for more information- More prominent on new Facebook Timeline- Thank your Funders and Harold Grinspoon
Foundation. Maybe a link to your Community Page or Enrollment Page on the PJ Library website?
Add a 2nd Admin
- Can help manage content- Will manage Page if you are on vacation…or if you
leave your job
Timeline Layout
Edit Page
Direct Messages
Notifications
Facebook Insights
Cover Photo
Milestones
Pin Content to Top of Page
Highlight Content – Width of Screen
Your Page is Ready…Now What?
Set Username
NOT
Set Username
What to Post - The PJ Library Can Help!
www.fb.com/pjlibrary
The PJ Library FB Page to get updates in your Newsfeed and your Page’s Newsfeed.
Use The PJ Library FB Posts on YOUR Page
What else to post?
What would your constituents want to read?» Events» News about local parenting/literacy programs» PHOTOS!! (events, books, kids getting books,
etc.)» Questions!!» PJ Library book lessons» Videos – events, PJ books» Alumni Wednesday? – highlight older PJ books» Stories of families getting books» Jewish community events, information» Other?
What Will People Actually See?
The following determine how likely the people who Like your Page will see a post:» Recency – Posts within the last few hours are
more likely to be Top News» Relevancy – If the user Likes, comments on,
or Shares your Posts (or if they simply return to your Page), your posts are more likely to be in their Top News
» Resonance – If a post gets a large number of comments, Likes, and Shares overall it is more likely to be Top News
Questions
Photos
Events
Invite them! Show pictures
Video
Links
Parenting Jewish Community Other?
Books, Lessons?
What Else Can You Post?
Stories/Testimonials Holiday messages Recipes Contests Other?
12:1
Post 12 things of interest to your constituents for every one post asking them for something.
Asking for something:» Enroll» Renew» Tell a Friend» Register for an event» Donate
Invite Conversation
Respond!
“Those who ignore the party/conversation/network when they are content and decide to drop in when they need the network may not succeed. It’s pretty easy to spot those that are just joining the network purely to take – not to give. Therefore, be part of the party/conversation/network before you need anything from anyone.”
- Jeremiah Owyang of Web-Strategist.com
Keep it Clean - Remove Spam!
New PJ Library Facebook Apps
New Facebook App: About PJ Library
New Facebook App: PJ’s Monthly Selections
