The biggest mistake nonprofits make with Facebook is thinking Facebook is about them, not their community (This claim is based solely on the work I’ve done with hundreds of nonprofits).
Why it’s not about you
Whether it's on Twitter, in the newspaper or on Facebook, your nonprofit's voice should always come 2nd to the voice of your supporters (or the voice of the cause). This is particularly the case with Facebook, where friends always (100% of the time) come first.
As a little thought experiment will help prove my point…
What’s your priority on Facebook?
Think about your personal use of Facebook for a moment. Now ask yourself this question:
When was the last time you opened up Facebook to:
- Make a purchase or a donation?
- Find out the latest news from a brand?
- Connect with your friends?
If you're like most people, you've never done #1 or #2, & you always do #3. So Facebook is about friends connecting with friends (as shown below in this graph from the Atlantic).
For nonprofits, Facebook is also about friends connecting with friends. The difference is that those friendships are in your donor database.
The point here is that your real mission (if you wish to accept it) is to get your supporters talking about the cause, instead of you talking about your nonprofit.
And again, it's not about you.
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Read about 10 other common Facebook mistakes over at the PostPlanner blog.
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