Bite-sized social strategy: Facebook

This is the second in a series of posts of super-condensed social media strategy. Don’t have time to read volumes of posts or books on how to do something? Here are the high points.

(Like R2-D2, these posts are short, but – we hope – helpful.)

What is Facebook?

  • Facebook is a website where users create a personal profile, add other users as friends, and share status updates, photos, videos and location check-ins with each other.
  • Brands may create pages, which users can then "like" in order to receive updates.

Why bother?

  • Facebook has a huge, highly-engaged audience: 900 million people have accounts right now, and Facebook is expected to pass the 1 billion users mark this year.
  • With all those people, think of all the potential donors that are on Facebook. And lest you think they're all broke college kids, check this out: 46% of millionaires are on Facebook, vs. 19% on LinkedIn.
  • Facebook offers user-friendly, inexpensive advertising you can target very specifically based on people’s demographics and interests - and you set the budget. It can be as little as $5.
  • Facebook has the potential to drive tons of traffic to your website.

General Facebook strategy: Daily, share-able posts

  • Posting once a day seems to be the sweet spot, though you'll need to test and see what works best for your organization.
  • Share useful links related to your cause, not just links exclusively about your organization.
  • Consider regular campaigns (ads, contests) to get more “likers,” but beware of over-incentivizing (or people will "like" you only as long as they get free stuff out of the deal), and be sure you understand Facebook's rigorous contest rules.

What questions do you have about Facebook?

(Previously: Twitter. Up next: Google+.)