This document provides an overview of building and managing an effective Facebook page for businesses and non-profits. It discusses the differences between Facebook profiles and pages, how to set up and customize a page, best practices for posting engaging content and measuring success through analytics. Specific strategies are presented for non-profits, including using Facebook to educate supporters, build community, and fundraise for their cause. The document concludes with a question and answer section.

1. THE “NEW” FANTASTIC
FACEBOOK PAGES
cheenan@virtuall.ca

2. About Christy Heenan
 Certified Internet Marketing Virtual Assistant specializing in Social
Media.
 Provides clients with social media strategies and training and designs
and implements marketing campaigns on a variety of social networks.
 Founded VirtuAll in 2007 to support non-profit organizations and
small businesses in their internet marketing efforts.
 Previously held marketing positions with companies in the public,
private and not-for-profit sectors including Public Affairs Officer for
the City of Mississauga and Director of Special Event Fundraising for
The Credit Valley Hospital Foundation.
cheenan@virtuall.ca

3. Overview
 About Facebook
 Building a Fantastic Facebook Page
 Building an Effective Content and
Community Engagement Strategy
 How to Measure your Success
 Strategic Facebook Pages for the Non-profit
Sector
 Q&A
cheenan@virtuall.ca

4. About Facebook

5. Facebook Profiles vrs. Pages
PROFILES
•Entry Point to Facebook
•Designed for an individual
NOT a business.
•Able to have up to 5000
friends.
•Enhanced user
engagement (able to send
direct messages).
•Same overall look and feel
as FB pages.
•Able to create targeted
friends lists and segment
content sharing.
PAGES
•Pages must be connected to
a FB Profile.
•Designed for the business
NOT the individual.
•Showcases your business
brand.
•Ability to have unlimited
number of likes (fans).
•Ability to create custom
landing pages for fans / non-
fans
•Offers Analytics through
Insights.
•Able to send “Notifications”
to Fans.
•FB Applications.

6. Elements of a Page
1
2
3
4
5
6
7
8
9
10
1112
13
14
15
15

7. News Feeds
Two New Wall Filters – “Posts by Page” and “Posts by Everyone”
Set the default as “Posts by Page” so that new users can view your content
first.

8. Building a Fantastic
Facebook Page

9. Creating the Page
 http://www.facebook.com/pages/manage/

10. Optimizing your Page

11. How to Edit Your Page

12. Page Settings

13. Manage Permissions

14. Basic Information

15. Profile Picture and Photo Strip

16. Featured Likes and Page Owners

17. Marketing your Page

18. Manage Admins

19. Facebook Applications

20. Mobile

21. Facebook Insights

22. Building Effective Content and
Community Engagement Strategies
VRS.

23. Content
 Read: Subscribe to top 5-10 blogs in your industry.
Observe trends, hot topics, new insights etc...
 Listen: Follow blog comments, social conversations on
related industry topics. Survey and listen to
Facebookcommunity.
 Share: Share valuable tips, web links, discussion
topics, seek feedback and comments.
 Engage: Actively solicit feedback, respond to fan
comments in a timely manner. Stimulate and fuel the
conversation.

24. Engagement
 Post Weekly Trivia (Who won last year’s race?)
 Post a new event photo and ask the community for their favourite.
 Ask audience to “like” a particular status. (“Like this if you are
attending this year’s race for the cure”)
 Encourage fans to post content (Post a photo of them from last year’s
event”)
 Run a special contest (through a Facebook approved app like Wildfire)
 Be pro-active in responding consistently to fan posts and comments.
 Facebook Alerts will keep you on track of all incoming comments and
posts.

25. Your Initial Marketing Push

26. Your Facebook URL

27. Best Practices for Posting

28. Best Practices for Posting

29. Tagging Posts

30. Promoting your Posts

31. Posting on another Page as a Page

32. Impressions and Feedback

33. Best Practices for Posting
 Three biggest FB usage spikes on weekdays occur at 11am, 3pm and
8pm. (EST)
 Biggest spike occurs at 3pm EST on weekdays, with Wednesday being
the busiest day.
 Fans less active on Sundays compared to other days of the week.
 Posts made before noon EST get 65% more engagement than posts
after noon.
 Friday posts generate the most engagement, while Saturday and
Sunday have the least engagement. Interesting Note: Images are
more engaging as measured by fan responses, likes, and shares
than video or text.

34. Best Engagement Practices
 Make posts at least 2-3 times per day. Remember this is NOT Twitter so be
mindful of posting too much and inundating the news feeds of fans.
 Mix up the types of content. (video, text, images audio)
 Consider creating a content calendar. (feature fans on Monday, post videos on
Tuesday, promote a weekly special etc....)
 Use conversational tone in your posts. (I or We or Company)
 Make sure to word posts in a way that encourages and stimulates interaction.
 Set your Facebook email alerts and schedule times during the day for
responding to posts and comments. (3 times per day)
 Always screen your posts by the three questions: Does it educate, does it
inspire, does it entertain?
 Be creative, open and friendly.
 Immediacy and relevance are crucial to the success of your Facebook Page.
 Evaluate the impressions and feedback levels of your content to determine
what types of content and engagement most interest your audience.
 Add a call to action to your posts

35. Best Promotion Strategies
 Share free products and information (ebook, PDF, webinar)
 Unique events –solicit email sign-up.
 Holiday and time-sensitive issues
 Share relevant content leading-up to a new campaign
launch
 Promotion videos.
 Custom tabs featuring content, ecommerce applications
etc...

36. Admin tasks for implementing Strategy
 •Research and compile relevant content in Google
Docs.
 •Create weekly editorial calendar for FB page content.
 •Post approved content.
 •Monitor fan comments and responses (Watch for
spam and negative feedback).
 •Create an “Engagement Policy”.
 •Monitor impressions and feedback to determine the
most popular type of content.

37. Custom Branding
 Create a branded Welcome or Contest Page using
custom imagery
 Set the custom page as the landing page for new
visitors
When someone lands on your page, you should be
answering these questions:
 Who are you or what is your organization?
 Why sound the visitor be interested in you?
 What will they get out of Liking your Page?

38. How to Measure
your Success

39. Community Conversion Plan

40. Facebook Insights

41. Facebook Insights

42. Facebook Insights

43. Google Analytics

44. Email Leads

45. Create a Tracking Report

46. Strategic Facebook Pages
for the
Non-Profit Sector

48. cheenan@virtuall.ca

50. Four Part Facebook Page Strategy for Non-Profits
Cause
Building
Education
Fundraising
Community
Building

51. Facebook Page Strategies for the Non Profit Sector
 Be a student of Social Good Movements on Facebook.
http://facebook.com/nonprofits
 Inspire and education first.....Fundraise second
 Build an engaging landing page that educates, inspires and calls the user
to take action. (Use Like-Gating Strategies discussed in course)
 Establish a Facebook Engagement Policy (Determine who in the
organization will be posting, monitoring and replying)
 Use all forms of media to passionately communicate your cause (Videos,
presentations, podcasts, photos, blog posts)
 Integrate blog and Flickr feeds, YouTube channel into your Page

52. Facebook Page Strategies for the Non Profit Sector
 Partner with other like-minded page owners to help raise awareness
about your respective causes. (Post as page owner on other pages)
 Provide a collaborative atmosphere on page – solicit your community for
ideas to help further your cause (treat them as partners)
 Create a content schedule – assignment someone in the organization to
share 2-3 quality posts per day.
 Enlist a base FB volunteers to share your cause (and page) through their
social network connections
 Create targeted Facebook Social Ads
 Build subscriber base for newsletter or free offer.

53. Powerful Facebook Apps for Non-Profits
 FundRazr – Social Fundraising (facebook.com/fundrazr)

54. Powerful Facebook Apps for Non-Profits
 Giving Impact (http://givingimpact.com/help/kbase/facebook-pages)

55. Powerful Facebook Apps for Non-Profits
 Donations App (http://appbistro.com/t/type/donations)

56. Great Social Media Tool for Non-Profits
 Socializeyourcause.org

57. Powerful Facebook Apps for Non-Profits
 Facebook “Causes” App https://apps.facebook.com/causes/causes/new

58. Great Social Media Resources for Non-Profits
 Wildapricot.com
 Nonprofitmarketingguide.com
 Nonprofitmediaworks.com
 Nonprofitfacebookguy.com
 Socializeyourcause.org

59. QUESTIONS?
Thank you!
Christy Heenan
Founder
VirtuAll ~ online marketing solutions and support
Bus: 905-569-7524
cheenan@virtuall.ca
www.VirtuAll.ca
www.facebook.com/VirtuAllInternetMarketing
www.twitter.com/christyheenan