2. Why Facebook?
Know why you are on Facebook and what you
hope to accomplish
Develop a content strategy and calendar
Develop a community management strategy
3. Read The TOS
Before you start, take the time to read the
Terms of Service (TOS)
Many organizations operate in violation of the
TOS. Facebook will remove you (without
notice) if you violate TOS
Stay abreast of changes to the TOS. Read the
Facebook.com blog.
4. Page Not Profile
Create a page NOT a personal profile
Pages offer analytics
Pages offer scheduling options
Know your keywords and use in page name
5. Compelling “Cover”
Find compelling imagery for
your Timeline cover photo
Make sure NOT to use calls
to action or phone number
(against TOS)
6. Be Active
Update your page several times a day to stay
in front of your audience
Share content that will resonate with them
Share vivid imagery and video
7. Be Responsive
Monitor your Facebook page
Be responsive to comments and questions
Make sure someone is responsible for the page
during evenings and weekends
8. Make it Fun
“Approximately 62 million U.S. Internet users — that’s
27% of the total Internet-using population in the U.S.
— will play at least one game on a social network on a
monthly basis this year...” emarketer.com
Pew Research Institute study: gamification “plays on
people’s competitive instincts and often incorporates
the use of rewards to drive action.”
Grantoo.com
9. Use Apps
Social Giving is on the rise in 2012 with an average
donation of $52. Use Facebook apps to add social
fundraising functionality to your page.
Causes.com
Fundrazr.com
Artez.com
10. Facebook Ads
Use Facebook ads to build awareness
Use Facebook ads to drive traffic to your
website
Use Facebook ads to increase your fan base
Run split A/B tests to see which ads resonate
11. Recent Changes
Page Post Metrics
Promoted Posts
Page Manager App for iPhone
Schedule Posts
Varied Admin Levels
12. Page Post Metrics
Instant reach metric at the bottom of each post
See how many people saw your post
Organic: # of people who saw your post in
newsfeed, ticker or on page
Viral: # of people who saw your post from a
friend
14. Page Manager App
Available for iPhone
Allows admins to update and manage page
from mobile phone
See insights at page and post level from your
phone
15. Schedule Posts
Until recently, we have only been able to
schedule updates using 3rd party tools
Now we can schedule posts up to six months
in advance
18. What’s The One Thing?
Take a risk. Add some of your most ardent
supporters as admins to extend your reach
Dedicate the time to monitoring your page
activity and responding
Your Facebook page shouldn’t replace your
website
Provide your audience with other ways to
interact with you
19. What’s the One Thing?
Don’t ever put all your eggs in one basket.
Remember: content you create and share on
Facebook is “owned” by Facebook
Read the Facebook blog to stay on top of the
shifting functionality
20. Resources
The Like Economy by Brian Carter
How a Small Nonprofit Effectively Used
Facebook Ads (Beth Kanter’s Blog)
Nonprofits on Facebook
How Nonprofits Can Use Facebook Ads--A
Step by Step Guide (Pamela Grow)
21. Allen
Mireles
A marketing strategist with an affinity for technology, Allen Mireles lives at the intersection of
social media and traditional marketing and public relations.
Mireles is a member of the inaugural Dell Customer Advisory Panel and has been called “One
of the Top 25 Very Intelligent Businesswomen for Follow on Twitter” and one of the “20 Social
Media Divas You Should Be Following”.
Her professional background includes more than 25 years experience in marketing and public
relations including agency work in advertising and public relations, on-camera work in television
and on-air work in radio. She has also pent time in the trenches as a fundraiser and event
organizer for nonprofits.
Allen Mireles is a proficient trainer and public speaker and has spoken at numerous
conferences including the first Exploring Social Media Business Summit with Jason Falls, The
NW Ohio Prevention Conference, the Ohio Trucking Association’s Annual Conference, Social
Media Breakfast Toledo, PRSA, PRSSA, University of Toledo, Bowling Green State University
and Lourdes College.
Mireles combines her years of experience developing marketing and PR strategies with
creativity, practicality and in-depth understanding of social media, to deliver comprehensive
solutions for her clients.
Allen Mireles blogs at http://allenmireles.com/blog and can be found on Twitter.com/
allenmireles, Linkedin.com/in/allenmireles and Facebook.com/allenmireles.
