Facebook Tips from the Experts Part 2

The speakers at PRSA-NCC’s “Facebook for Government, Business, Associations and Non-profits,” event shared some terrific information at their recent event. Below is Part 2 of my favorite tips all from Amy Ganderson of the Nature Conservancy. If you missed it yesterday, be sure to check out Part 1.

• Amy Ganderson, associate director of digital marketing, The Nature Conservancy
  
  • Treat your Facebook page like a website. You should have a custom landing page. If you don’t have the budget for a paid program, there are plenty of free options out there; you may just have to deal with the program’s branding on the page.
  • Facebook is very visual. Photo content often ranks higher in clicks than any other posts, so be sure to incorporate pictures into your strategy.
  • Facebook is a chance to be fun and funny. The Nature Conservancy tried a “choose your own caption” post for a photo and saw great interaction. Play around, and if it works, why not make it a weekly feature?
  • Leverage eager participants in your organization. When your organization is made up of different parts and/or has multiple locations, every niche may want its own Facebook page. Not only does the Nature Conservancy pass out guidelines, but it requires that all pages go through an application process that forces potential participants to lay out strategy, how often they’ll post, content ideas, etc.  That way, you’re not stifling any group that is willing to put in the work, and you’re filtering out groups that would be in over their heads. Amy has a monthly call with all the page leaders to check in and share tips. Very useful!
  • Don’t forget about Facebook ads. The Nature Conservancy directly attributes a significant spike in fans to Facebook ads. They’re cheap, and if you want to test the waters, start with targeting friends of your page’s fans (friends of friends).

Thank you to all the speakers at this event. The full podcast is available here.