The Complete Facebook Guide For Small Non-Profits

electricianpathInternet and Web Development

Dec 13, 2013 (3 years and 7 months ago)

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Th e Co mp l e t e Fa c e b o o k Gu i d e
Fo r Sma l l No n - Pr o fi t s
( wi t h e mb e d d e d
v i de o t ut or i a l s a nd c a s e s t udi e s
)
.........................................................................................
I.  Introducing  Facebook  for  Non-­‐Profits  
5
............................................................
3  Ways  Facebook  Will  Radically  Change  Your  Nonprofit  
5
..............................................
Facebook  Groups  and  Pages  –  Features,  Benefits  And  Killer  Tips  
7
.........................
Facebook  Pages  and  Facebook  Groups  –  The  UlKmate  Nonprofit  Cheat  Sheet  
9
...............................................................
How  to  Use  Facebook  for  Business  (and  non-­‐profits)  
11
How  Facebook  turns  acKve  users  into  community  managers  –  without  paying  a  dime  (video)
..................................................................................................................................................
 
15
...........................
Why  Facebook,  TwiUer  and  Google  Are  Your  Non-­‐Profit’s  New  Home  Page  
16
.........................................................
Facebook  Win  Against  Google  –  What  It  Means  For  You  
17
.........................................................................................................
You  need  a  beUer  reason  
19
........................................................................................................
II.  CreaKng  a  Facebook  Page  
20
.....................................................
Why  the  Title  Of  Your  Facebook  Page  Is  Absolutely  CriKcal  
20
........................................................
How  To  Create  A  Powerful  And  Engaging  Facebook  Page  
20
.......................................................
How  to  create  a  Facebook  Page  in  less  than  four  minutes  
26
.............................
How  to  build  a  Facebook  community  (14  “levers”  you  need  to  be  pulling)  
26
.........................................................
Twelve  Steps  To  CreaKng  A  Bootylicious  Facebook  Page  
37
.............
How  To  Choose  The  Best  Admin  Se`ngs  For  Your  Nonprofit  Facebook  Page  (Video)  
41
....................................
How  To  Create  A  Custom  URL  For  Your  Facebook  Page  In  70  Seconds  
43
.................................................................................................
III.  Customizing  a  Facebook  Page  
44
.....
How  To  Embed  A  Social  Or  Fundraising  Widget  Into  Your  Facebook  Page-­‐-­‐  Video  Tutorial  
44
..................................................................
How  To  Use  Facebook  “Notes”  To  Get  More  Traffic  
45
.........
How  to  automaKcally  feed  your  blog  posts  into  your  Facebook  Page  –  a  video  tutorial  
49
......................................................
How  to  add  an  interacKve  sidebar  to  your  Facebook  Page  
50
......................................
How  To  Create  An  IncenKve  For  Visitors  To  Fan  Your  Facebook  Page  
51
.......................
How  to  reveal  content  on  your  Facebook  Page  only  when  someone  clicks  like  
53
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How  to  collect  email  subscribers  on  your  Facebook  Page  
54
...................................................................
Facebook  Pages  To  Drop  “Become  A  Fan”  Feature  
56
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.
....................
IV-­‐  Make  your  Facebook  Page  Do  Tricks  (widgets,  tools  and  add-­‐ins  for  your  Page)  
58
.........................
How  To  Link  Your  TwiUer  Page  and  Facebook  Profile  For  Social  Media  Sanity  
58
...
Video  Tutorial:  Tweetdeck  Now  Has  Facebook  Status  IntegraKon  Using  Facebook  Connect  
60
........................................
What  are  fundraising  widgets  and  how  can  non-­‐profits  use  them?  
61
................................
How  to  add  a  Facebook  Page  Fanbox  to  your  website  (and  customize  it)  
62
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Accept  gij  cards  as  donaKons  with  givezooks!  
64
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How  to  update  your  Facebook  Page  from  your  cell  phone  
66
................
8  New  Facebook  Social  Plugins  And  How  They’ll  Socialize  Your  Nonprofit  Website  
68
..................................
Amplify  your  nonprofit  event  with  Facebook’s  new  Live  Stream  plugin  
72
.......................................................................................................
V-­‐  Your  Facebook  Community  
74
..........................................................
How  do  I  get  my  Nonprofit’s  Facebook  fans  to  donate?  
74
........................................................
How  to  target  your  Facebook  Page  updates  and  streams  
75
Improved  Facebook  search  allows  you  to  see  who  actually  cares  about  your  non-­‐profit  or  
....................................................................................................................................
business  
77
.............................
How  to  manage  your  non-­‐profit  Facebook  Page  community  with  Seesmic  
80
....................................
Eleven  Simple  Stats  That  Must  Be  Measured  On  Your  Facebook  Page  
81
.........................................................
How  To  Use  Facebook  Insights  To  Measure  Engagement  
86
...................................................................
Three  killer  tools  to  measure  your  Facebook  clout  
87
..............................................................................................
The  Shelf  Life  of  a  Facebook  Like  
90
.......................................................................................................................
VI-­‐Facebook  Extras  
93
...........................
Enhanced  Facebook  Groups  –  What  they  mean  for  your  non-­‐profit’s  cause  
93
...............................................................................
5  Tips  to  Revive  a  Fading  Facebook  Group  
94
.................................................................
What  Are  Facebook  “Community”  Pages  Anyhow?  
96
..................................................................................
How  to  search  Facebook  status  updates  
98
..................................
Does  the  Age  of  Facebook  make  blogging  more  criKcal  for  nonprofits?  
99
Why  Merriam-­‐Webster  Should  Make  “Social  Media”  A  Verb  (or  Advanced  Facebooking  For  
........................................................................................................................
Stunt  Doubles)  
101
................................................................
Five  CriKcal  Facebook  Tips  From  Randi  Zuckerberg  
102
Th e Co mp l e t e Fa c e b o o k Gu i d e Fo r Sma l l No n - Pr o fi t s
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Dear You,
The way small nonprofits interact with their donors has radically changed over the
past few years.
Facebook in particular has given your constituants new ways to support and
engage with your cause - and share these actions with friends.
This ebook is a comprehensive
“brain-dump”
of strategies and tactics I’ve shared
over the past couple of years to help small nonprofits get more out of using
Facebook.
Youʼll also find
hot-linked video tutorials and case studies
throughout the
guide (simply click on the video images to view them online).
Almost all of the tactics have been used in my work at
Inbound Zombie
, a non-
profit social media strategy firm I started in 2009.
I hope you find these tips useful as well.
Take care,
John P.S.
A note about sharing this with others:
Please do!
This eBook is licensed under
Creative Commons
, which outlines very
clearly
what you can and cannot do with this eBook
.
You can
retweet a link to the download
by
clicking here
, or point folks to
I. Introducing Facebook for Non-Profits
3 Ways Facebook Will Radically
Change Your Nonprofit
A few weeks ago, we had a conversation
about the 
Facebook win against Google
and what it means for you
. We spoke about
how weʼre now sharing more than searching,
and how to create content thatʼs optimized for
this change in behavior. Fast forward.
The Age Of Facebook
In case youʼve been living under a rock for the
past week, Facebook was the only thing
anyone was talking about.
At F8, Facebook announced new tools and
plans for how theyʼre going to make 
“people at the center of the web”
. Just like when
Microsoft dominated tech in the 90s, Facebook will dominate how you and your
constituents not just share information, but how you experience the web. But donʼt take
my word for it. Read Michael Arringtonʼs take on this new 
Age Of Facebook
.
3 Ways Facebook Will Radically Change Your Nonprofit
The first steps will be to allow users to share their preferences all over the damned
internet with the  
implementation of 
“like”
 button
 (
users take note of the privacy
issue
), a 
Recommendations Plugin
 and a Social Bar.
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1. Instant Recognition. 
Facebook announced the 
Open Graph API
, which will allow
nonprofits to integrate a variety of Facebook user data into their website – without
requiring users to be logged in to your site. This means that users will instantly share
their Facebook data with your website site simply by visiting. For example, visitors could
simply 
“like”
 a petition about an issue before congress instead of having to fill out a
lengthy form.
2. Personalized Recommendations. 
Facebook has released a
Recommendations
Plugin
, which allows your nonprofit to automatically recommend content on your site
based on what a visitorʼs Facebook friends liked. In Mark Zuckerburgʼs words, 
“The
power of the open graph is that it helps to create a smarter, personalized web that gets
better with every action taken.”
3. Stronger Communities. 
Facebook 
will soon release a Social Toolbar
allowing
visitors to your website the ability to meet other people with similar interests, invite them
to be friends, view and comment on their walls and even chat live. This will make it
much easier for you to create a Facebook community space right on your website.
The new Facebook Social 
Graph open API
 also
means that developers all over the world will be
creating new tools and plugins that you can integrate
in your website – for free. This is very similar to the
WordPress model, which has been very successful.
And this is only the beginning…
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Facebook Groups and Pages – Features, Benefits And Killer Tips
Today I was asked again about the difference between Facebook 
Pages
and 
Groups
.
The same question came up a couple of times during the 
Philanthropy.com
chat
 that 
Chris Garrett
 and I conducted back in February.
Pages, Groups and Profiles
Facebook created 
Pages, Groups and Profiles
 – three separate applications – to help
individuals and organizations achieve three separate goals:
1.
Create a presence for a business, brand or non-profit on Facebook (
Facebook
Pages
).
2.
Organize a group of people around a common issue or interest (
Facebook
Groups
).
3.
Create a home base on the web for individuals to
express themselves and connect with others
(
Facebook Profiles
).
Facebook Pages vs. Facebook Groups
We know that 
profiles are for individuals
, but whatʼs
the difference between Facebook Pages and
Facebook Groups?
Facebook Pages
Facebook Pages are used to promote businesses, non-profits, celebrities and artists to
Facebook users.
Facebook states that 
“only the official representative of an artist, business, or brand
may create a Facebook Page.”
 In other words, Pages are intended to be an “official”
web page for your organization on Facebook.
·
Facebook Pages are indexed in search engines
 – increasing the likelihood of
folks finding your organization through a Google search.
·
A Page can have multiple administrators.
 This lightens the workload of
maintaining a page (groups also allow for multiple admins).
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·
Analyze Traffic.
 Facebook Pages captures data on visitors.
·
There are
 no limits to the number of fans
 you can have on a page.
·
Sending messages and updates to all your fans at once is quick and
easy.
 And fans receiving those messages can easily forward the message OR
post the message to their Facebook Wall.
Tips For Using Facebook Pages:
·
You can add Facebook Applications like Video or Static FBML to enhance the
experiences fans have with your Facebook Page
(Groups donʼt offer this option).
·
Since each tab has its own URL, you can choose
any of them as the landing Page for off-site
promotion. You can also choose which tab to set as
the default when users find your Facebook Page.
·
Work your status! A frequently updated status with
useful and interesting content keeps fans coming
back.
·
Pages now have the same multimedia functionality
as the Wall tab on a user Profile – encourage
posting!
·
Encourage fans to “share” 
Notes
 
or 
Photos
 with
their friends or post to their Profile.
·
Using the 
notes application
, you can import an RSS feed to 
drive more traffic
to your blog
.
·
Using 
Static FBML
, you can include an email web form to capture subscribers.
Facebook Groups
Facebook Groups can be anyone interested in promoting and organizing people around
a specific interests or cause. All members of a group have the ability to contribute
content that appears on the Groupʼs wall –
photos, videos, discussion threads.
·
Active participation: 
Because members
of the group actively contribute content and
participate in informal but meaningful
discussions, they are more likely to keep
coming back.
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·
Groups come in three flavors: 
Open (anyone can join), Closed (group admin
approves requests to join) and Secret (Only members and those invited know
that the group exists).
o
Warning: 
Secret Groups donʼt allow you to send a second event invitation
to the same person.
Tips For Using Facebook Groups:
·
The Group name should make people want to join. Which name would make you
join: “
Letʼs talk to Coca Cola about saving the Worldʼs children
” or “
ColaLife
“?
·
Invite your 
raving fans
 to start a discussion on the group (you know who these
people are, right?). Theyʼll feel a sense of pride and will likely invite new people
to join the group.
·
Upload photos and videos – encourage members to post these to their profile so
that their friends can easily join the group.
Facebook Pages and Facebook Groups – The Ultimate Nonprofit
Cheat Sheet
Youʼre curious how Facebook Groups can compliment the work youʼre doing with your
Page. Or, you may have a Group and want to 
“move your fans”
over to your 
Facebook
Page
. Or, you mistakenly created a Facebook Profile for your organization and now
realize that you should have started a Facebook Page.
If youʼre confused by all the moving parts within Facebook, you are not alone. Last
week, I presented a 
webinar on for a small group of nonprofits
, and wasnʼt surprised
that the most popular slide was a  
cheat sheet on Facebook Pages and Groups
.
The Difference Between Facebook Pages and Groups
The best way to think about the difference between Pages and Groups is to consider
the users they serve.
Groups serve the needs of individuals just like you and me. Pages on the other hand,
serve the needs of celebrities, businesses, brands and nonprofits. If you keep this basic
framework in mind, Facebook will make a lot more sense.
What Are Facebook Groups Used For?
Iʼm no expert on the short history of Facebook, but Iʼm guessing that Groups arose out a
need for individuals to organize around common interests. Facebook fulfilled this need
with functionality that enabled users to organize and communicate quickly and easily.
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·
Represents a cause or idea
 – Without groups, organizing on Facebook would
be impossible.
·
No customization or apps
 – Connection is the prime point, not branding.
·
Received as “message”
 – The same as if a friend sent you a message.
If you ever wondered why Groups get to send messages directly into your Facebook
Page inbox, but Pages have their updates sent into a secondary inbox, watch 
“Why do
Facebook Page updates and Group messages go into two different inboxes?”
 on
the 
Inbound Zombie Facebook Page
 (become a fan).
·
Wall 
- Everyone like to 
share, be seen and comment on what others have
shared
.
·
Users share many media types
- And they like to share many different things.
·
Some private, some public 
- Groups can be private (invite only, not publicly
viewable to non-members), semi-private (invite only, publicly viewable to non-
members), or public (anyone can join, anyone can view). Feel free to download
this  
cheat sheet on Facebook Group settings
.
What Are Facebook Pages Used For?
Facebook Pages are intended for brands, businesses and nonprofits who want to reach
users. Page functionality focuses on creating brand awareness, 
targeting specific
types of users
 (35 year-old men living in Boston who spend their money on sushi and
live music, for example).
Some features unique to Pages include:
·
Customized user experience
 – Pages allow administrators to 
build custom
tabs using FBML
 and add widgets to create a unique experience for their
fans. 
My Facebook Page
 displays two custom tabs.
·
Target updates
 – Updates can be 
targeted by gender, location and age
.
·
Received as “updates”
 – As demonstrated in the video above, Page updates
are received in a separate inbox.
·
Wall
 – Same as Groups and Profiles, although 
admins can parse posts by
fans into a separate stream
.
·
Fanbox and Facebook Badge
 – Enables admins to easily promote their page
on their website or blog.
·
Custom URL
 – If you have more than 25 fans.
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Facebook Page and Group Cheat Sheet
 
Download the full-size image
How to Use Facebook for Business (and non-profits)
An increasing number of non-profits are expanding their social media efforts with
Facebook Pages and Facebook Groups.
And for good reason:
Facebook is one of the largest social media sites on the web:
·
More than 200 million active users
·
More than 100 million users log on to Facebook at least once each day
·
More than two-thirds of Facebook users are outside of college
·
The fastest growing demographic is 35 and older
And their users are very active:
·
Average user has 120 friends on the site
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·
More than 4 billion minutes are spent on Facebook each day
·
More than 30 million users update their statuses daily
·
More than 6 million users become fans of Pages each day
Hubspot
, an inbound marketing company in Cambridge Ma., recently published a free
book for businesses looking to use Facebook.
I was curious how useful 
“How to Use Facebook for Business”
 would be for my
typical non-profit client, so I downloaded it (no email required!) and read through the 22-
page guide.
“How to Use Facebook for Business”
 includes the following topics – all very
useful for any non-profit:
·
Why you should be on Facebook – business value overview (also applies to non-
profits!)
·
Facebookʼs ad builder can be used to research potential supporters by filtering
on age, location and interests.
·
How to create an engaging Facebook Page to encourage wall comments – seen
by all of commenterʼs friends.
·
How to use the FBML application to add HTML content to your page (also see
this 
video tutorial
).
·
How to get search engine credit from Facebook with the HTML application.
·
Using Facebookʼs analytics to measure traffic on your Facebook Page.
·
A Facebook reference guide and glossary.
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I found these two pages particularly useful:
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And a one-pager on the difference between Facebook Groups and Pages.
Download the ebook here: “
How to Use Facebook for Business

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How Facebook turns active users into community managers – without
paying a dime (video)
You want to develop a stronger, more passionate community. You want your members
to invite like-minded folks to join your community and you want the cultists to encourage
others to be more active. You them to do both of these things regularly. And you want
this all to happen naturally – because it wonʼt happen if you push.
How Facebook leverages their community
How can you create opportunities for your community do this naturally – like Facebook
does. Watch this video and notice how Facebook embeds inviting and connecting with
friends into a userʼs daily activities.
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Why Facebook, Twitter and Google Are Your
Non-Profitʼs New Home Page
Until now the prevailing thought among non-profit
marketing folks is that your websiteʼs homepage is the
primary target in most campaigns. Hence the focus on
design, call to action and content. That was then, when
the web was all push – all about destination sites.
What is your homepage?
When was the last time you went to the home page of a non-profit you were interested
in supporting? Maybe the first place you went was Facebook, after a friend shared
something with you from the non-profitʼs Facebook Page. Or maybe you googled the
name of the non-profit after hearing about it at a party. Or maybe you clicked a link
someone shared on Twitter. In all cases, your first visit
was 
not
 the non-profitʼs home page.
Frank Reed, of  
Hubspot
 writes: 
“So many factors go into
the creation of that perfect ʻfront doorʼ to your site that many
companies forget that 
visitors donʼt always enter through
the front
. Search engines have given your prospect the power to find your site based
on what keywords youʼre optimized for or based on what social channels you take part
in.”
Building more home pages
Take a look at your web stats and Google Analytics.
What words are people using to find your site? What
pages are being visited the most? If youʼre not happy
with what you find, start optimizing each page on your
site with the words you want to people use to find
your organization. And if you want to get even better
rankings, start blogging!
Google loves blogs
A blog does two things that helps your non-profitʼs rankings on Google:
·
Google prefers fresh over stale. A blog enables you to regularly create fresh
content for search engines.
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·
Google lets links decide whatʼs valuable. The more inbound links from reputable
sites a web-page has, the better chances it will rank high in google. And blogs
tend to receive more inbound links than traditional websites. Especially when the
content is fresh, remarkable and highly relevant.
·
Google loves specificity. A blog allows you to quickly create a single web-page
(also called a post) around a specific subtopic. Think about these two search
terms: “
1952 Red Ferrari”
 and 
“Cars made in Italy”
. Which one will have the least
amount of competition of Google and have higher relevance to the user?
Read more about WordPress SEO in  
@remarkabloggerʼs
 post called “ 
SEO for
Beginners
“.
Referring Traffic
After search traffic, look at referring traffic. What sites are referring the most traffic? And
are you happy with the amount of traffic youʼre getting? Inbound links, Facebook and
Twitter give me the most referral traffic. What about you?
Your homepage on Facebook
There are 350 million people now using Facebook. If donʼt have a Faceobook Page
thatʼs optimized for search and social media, now is the time to get one ( 
I can do that
for you
 if you donʼt have the expertise or time).
Your homepage on Twitter
Your homepage on Twitter is the conversations people have about your non-profit. They
share links to various sites – sometimes yours. Are you part of these conversations?
Your homepage on smart phones
Finally, make sure your site is optimized for smart phones. If you are using a WordPress
blog, check out the Wapple plug-in. This makes your website more easily consumed
and shared on mobile phones. The last thing you want is a potential donor at an event
who canʼt read your site on their iPhone.
Facebook Win Against Google – What It Means For You
In January, Facebook had more visits than Google – about 92 million more visits. Then
in February, 
this spread grew to about 276 million
.
Facebook trounced on and then 
pummeled Google
.
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Some think that this milestone 
simply signals an escalating competitive
 battle
between Facebook and Google.
But as I mentioned in a 
recent webinar
, itʼs really not about Facebook and Google at
all.
Think about it. Google is the search beast and Facebook is the sharing beast. 
We
 are
now sharing more than searching. 
We
 are now relying on recommendations from
friends more than what we can find on our own through search. And as you can see in
the graph, it will only be increasing.
What does this mean for your nonprofit?
Creating content that is optimized for Google is very important. After all, you do want to
get found! But you also want to create content thatʼs optimized for sharing:
·
Photos And Video
s – Photos and videos tend to get shared more than text.
Pictures say a thousand words, and 
videos say a thousand pictures
.
·
Headlines are Everything
 – When someone see a link on Twitter or Facebook,
the headline is often the only factor that makes them click through. Be creative
with 
short, pithy headlines
.
·
Be Concise
 – When was that last time you shared a 1,500 word article with your
friend on Facebook? Keep it short.
·
Previews 
- If you do have a novel-length article to share, try writing a one
paragraph preview with a “read more” link.
·
Bite-sized
 – Bit-sized means that 
“short and sweet”
 also has to have nutritional
utility. Content that can be easily and instantly utilized is more likely to be passed
around.
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You need a better reason
A member of your non-profitʼs board just shared this brilliant and innovative observation:
“We need to get on Facebook!”
You remind yourself again that there is no such thing as “We” when it comes to these
matters. “We” wonʼt create the Facebook page. “We” wonʼt put in the time to build up
friends. Itʼs only you – itʼs always been you. No discussion – itʼs just the directive.
But why?
No – not why you (thatʼs for another post).
Why get on Facebook?
“To raise money and spread awareness for our non-profit!”
And bang your head against the wall like you did with MySpace?
“But everyoneʼs doing Facebook now.”
So what?
You need a better reason.
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Case Study
Serving Your Community - with Free Popcorn!
II. Creating a Facebook Page
Why the Title Of Your Facebook Page Is Absolutely Critical 
How To Create A Powerful And Engaging Facebook Page
Following is by 
Rajeev Edmonds
 from New Delhi, who publishes a blog
called 
Mintblogger
 (I highly recommend 
subscribing
 if you havenʼt already).
____________________
Facebook is undoubtedly one of the most popular social media services used by
individuals, businesses and non-profits to connect with people.
Groups
 and 
Pages
 are
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excellent options to leverage the large network and reach of this popular platform.
Lately, 
Facebook Pages
 have become quite popular among businesses to show their
presence in a much better way building engaging and long lasting relationships with
users and fans. Letʼs see how to make an interactive Facebook page that gives a
reason to your fans to stay, interact and promote your cause.
Custom Image
A picture says a thousand words. Take a look at the Facebook page of 
Coca Cola
. Not
only does it brand the page, but it also grabs immediate attention of the visitor. Just as

successful blog needs a customized design
, the key to a successful page is
customized images that represents your brand.
You can try out various 
Facebook profile photo hacks
 to get the required effect you
want.
New Features
Since the revised version of Facebook pages was launched in March 2009, the layout
and features have changed dramatically.
Tabbed interface – 
allows you to group the content and applications as per your
requirements. Not only you can edit the default tabs, but you can also add new tabs
giving you complete control in its customization.
You can freely drag them to arrange in required order. With new Facebook application
standards in effect, almost every new application (internal or 3rd party) can be
integrated with Facebook tabs. This opens endless opportunities to create customizable
tabs with your choice of third party applications.
Direct feeds for fans – 
is another new feature that allows your fans to access the page
updates directly from within their Facebook profile.
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Multi-media integration – 
lets you embed audio/video content to the wall making it rich
in content and more engaging for users. Facebook allows users to upload a video file of
size up to 1 GB and supports 18 major video formats.
Similarly, you can upload unlimited amount of audio content. With no restriction on the
amount of upload, you can provide podcast series to your fans.
Events and Discussion Boards: Invite and Discuss
Events – 
serves two purposes. First they keep your fans updated with new happenings
and cool offers in your kitty and secondly they help in expanding the reach of your page.
Once a fan RSVPʼs an event, it is visible in his profile. His friends can view the event
and can further RSVP it creating a snowball effect. While creating an event, time-zone
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differences and dates play a big role. If you have the rough demographic data of your
fans, you must create an event that can be attended by majority of fans.
Discussion boards – 
have the power to develop a lively and interactive community
around your page. Initiate some threads with eye-popping headlines that may entice the
visitors to respond. Once you get a decent number of regular contributors to the forums
it can help in keeping your page updated with fresh new content on regular basis.
Custom Page Settings: Personalize Visitorsʼ Experience
Facebook pages of 
Bon AppÈtit Magazine
 and 
Lucky Magazine
 presents a perfect
example of custom landing pages for non-Fans enriched with multimedia content
guiding the prospect to the main site and its products.
Default Landing Tab – 
By default fans and non-Fans both land on wall tab.
Through 
page settings
 you can easily set a custom landing page for non-Fans as
shown above.
Sharing/Uploading Permissions – 
No community can survive unless there is enough
room for everyone to contribute their part. You 
MUST
 allow your fans to write, post
videos, photos and links on your wall. In case any fan misuse the permissions, you can
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selectively block him from posting. The more freedom you will give to the fans, the more
they will feel at home.
Third Party Applications: Spice Up Your Page
There are tons of 
Facebook applications
 for enriching your page with desired content.
These applications are powerful, easy-to-use and extend the functionality of the page.
Here are some of the popular applications that can be used to customize your
Facebook page.
Profile HTML
: As the name implies, this excellent application lets you add arbitrary
piece of HTML code to your page. You can even create a separate tab with this
application filling it with different sections of customized HTML code. Through this
powerful application you can create a separate landing tab for non-Fans filling it with
subscription boxes, links, post excerpts, presentations, animation slides, promos and
much more. It all depends on your imagination and your coding ability.
YouTube Box
: Yet another popular application used by large number of Facebook
users. Take a look at 
Discovery Channel YouTube Box
. A perfect example of selecting
the right kind of application to keep the readers engaged. YouTube Box allows you to
embed videos from Google, Yahoo, Dailymotion, Bebo and many other video services.
You can customize the layout (
horizontal or vertical
), can change the size of video and
can give custom title and description to the video. It also supports 
6 different themes
 to
suit your taste and preferences. You can also upload a bunch of videos and can display
them in random order as per your custom settings. If you have your own YouTube
Channel, you can easily connect it to your Facebook page through this handy and easy-
to-configure application.
Blog RSS Feed Reader
: This is a must-have application for every Facebook page.
Want to share your 
blog
 articles with your fans? Use this application to grab the latest
content from your blog via feed and serve them in a presentable format to Facebook
community. Not only it fills your page with
regular updated content, but also drives
traffic to your blog or website. BR Feed
Reader supports all major feed formats and
provides number of customization options.
Custom image, a unique icon for each feed,
separate/merged feeds and custom feed
update intervals helps you configure the
best combination for your Facebook page.
There are many more such applications
in 
Facebook application repository
that
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can be used to make an appealing Facebok page. In case you are still hungry for more
and want to be a true Facebook ninja, head over toFacebook developers forums.
Here you can find plethora of resources to customize and enhance your Facebook
account.
Custom Facebook Page URL
Normally, a typical Facebook page has a long and cryptic URL that makes it difficult for
you to aggressively market and promote it. Visitors also cannot remember such long
cryptic urls. How about a short custom URL likehttp://facebook.dj/company-name?
Use this excellent Memorable Address Facebook application to create short,
memorable web address for your Facebook page.
General Page Management Tips
1. Do not experiment too much with your brand image on the page.
2. If possible keep a dedicated admin for discussion board.
3. Update photo and video tabs on regular basis (at least every fortnight).
4. Every quarter, create a poll to get your fans feedback about their views on various
page elements.
5. Resist the temptation to integrate tons of applications in a single tab.
6. Do include a subscription box on the custom landing page for non-Fans.
7. Keep enhanced wall posting permissions open for all (fans).
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Case Study
Building a Facebook Fan Page –
California State Parks Foundation (CSPF)
How to create a Facebook Page in less than four minutes
I published this video on how to create a Facebook Page a while ago and it just makes
sense to share it here. So… here goes!
How to build a Facebook community (14 “levers” you need to be
pulling)
Like any social tool, Facebook needs to be worked in order to achieve specific
marketing, event or fundraising goals. 
Yes
 you need to have a an effective Facebook
Page where fans can easily interact (
read “ 
11 Quick Tips to Enhance Your Facebook
Fan Page
” by @ 
franswaa
). And 
yes
 you need to have compelling content. However,
even with all this, if you donʼt consistently nurture your Facebook relationships, youʼll
end up with visitors (potential fans) wondering, 
“Are they still in business?”
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What you get by working your Facebook levers:
1.
Youʼll grow your fan base organically, which means theyʼll stick around.
2.
Youʼll be able to identify your biggest supporters.
3.
Youʼll stay current on whatʼs important to your fans (also called
“market
research”
).
Facebook levers (manual)
Many of the levers you pull on Facebook require time, attention and consideration. You
can think of these as the 
“manual levers”
.
1. Messages
Facebook  
Pages and Groups
 allows you to send messages to fans. Treat this feature
the same way you would an email marketing service:
·
Your best fans are busy fans. Be sensitive about sending too many messages.
·
Make the message personal – and use your human voice, not
“marketing-speak
”.
·
Make each message count by making it about them – not your organization.
·
Always include a specific request for action that creates value for them.
·
Cool tool: 
Use  
bit.ly
 measure how many folks clicked on your ask.
·
Learn: 
See how Danny Brown uses messages in the 
12for12k Group
.
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2. Encourage Sharing
If people are real fans (meaning they feel good about you and your
organization),  
theyʼll want to share what you have
 – either through messaging their
friends, or posting to their profile. All you have to do is ask.
——————————————
3. Discussions
Hildy Gottlieb does a great job engaging members of the 
Community-Driven Institute
Facebook Group
 in meaningful discussions. Sheʼll share an article and then ask a
specific question for folks to discuss. Participants learn, share and get to know each
other – all because of  
Hildyʼs efforts
!
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4. Rotating photos
Your Facebook Page has an incredible main image, I know. 
 But try rotating out a
different image – kinda like 
Google does with their logos
. Fans will take notice when
they see the new image in their stream.
5. Profile Statuses
If it feels good (not forced), share news about your non-profit in your status. And yes,
please share good stuff from your 
“competing”
 non-profit friends. The  
karmic
boomerang
 will always return!
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*Tag! Youʼre it!: 
Tag relevant friends in your status updates as well:
6. Facebook Page Wall Posts
Make a habit of posting videos, links and photos on your Pageʼs wall. Share the best
stuff and lots of it.
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7. Facebook Page and Group Wall Comments
When people comment on a your wall post, please comment back. Theyʼll feel a
stronger sense of belonging when their thoughts and feelings are valued. If you donʼt
have time to comment on posts, keep planting seeds by liking comments.
Facebook levers (automatic)
Many Facebook levers can be automated, although you still need to invest time,
attention and consideration. You can think of these as the
“automatic levers”
.
8. RSS Blog Feed
Make sure youʼve set up the  
Notes Application to import your blog posts
. This is an
easy way to automate a stream of great on content on your Page and drive traffic back
to your blog.
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9. Facebook Toolbar for Firefox
This little doodad enables you save time and effort with your Facebook actions:
·
Search Facebook from anywhere.
·
Get notifications about friend requests, messages, event invitations, and group
invitations.
·
Check out your friendsʼ profile pictures and statuses, and interact with them on
Facebook.
*Take 90 seconds and
  
download the Facebook Firefox Toolbar
.
10. Seesmic Facebook Page Feature
If you use Twitter, you should know about  
Seesmic
, an incredible desktop tool that
allows you to easily manage relationships on Twitter and Facebook. Recently, a feature
was added that allows you to hand-pick Facebook Pages that you want to connect with
better.
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*Take 5 minutes and
  
download Seesmic
 (also watch these  
video tutorials on using
Seesmic
).
11. Multiple Administrators
Do you know who your biggest fans are? Is there someone you trust who wants to do
more? Give them administrative rights to your Group or Page. Youʼll be able to focus
your energies elsewhere. Plus, your new admin friend just might teach you a thing or
two about Facebook. 
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12. Landing Page URLs
Each tab on a Facebook Page has its own URL, so you can  
target a precise landing
Page for off-site promotion
. For example, if you are promoting a fundraising event,
you can target a Tab containing  
FBML promoting that event
.  You can also choose
which tab to set as the default when users find your Facebook Page vs. when they visit
as a fan.
13. Know your nodes
Itʼs easy to aquire 1,000 Facebook fans on a Page who doing nothing, proving that
bigger is not necessarily better. The power of your
Facebook community depends on the relationships that you
have with key influencers ( 
relationship marketing
). These
are folks that can sway a group of friends with a post, a
tweet or a video. You already know who they are, and have
already developed sincere friendships with many of these
influencers (donʼt forget – theyʼre friends first!). Facebook
lists allows you to organize friends into groups so that you
can more effectively nurture these friendships.
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14. Measure, Rinse and Repeat
Facebook Pages provides many ways to measure the results of your actions so that you
can quickly decide whatʼs working and whatʼs not. These reports enable you see what
types of content your fans prefer and how they like to engage with that content.
Here are three of my favorite reports:
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Case Study
From 517 to 33,000 connections in two weeks!
Twelve Steps To Creating A Bootylicious Facebook Page
 
You know about Facebook and how everyone and their  
mom uses Facebook
. Over
350 million users so far 
and growing
. But even though brands
like 
Coke
 and 
Starbucks
 recognize the huge marketing potential on Facebook, what
does it mean for your blog?
Why you should care about Facebook
Facebook Pages
 have become a popular way for non-profits and businesses expand
their presence with Facebook users. There are at least four reasons why you should
take a closer look at Facebook:
·
Largest user base
 – 350 Million users and growing. Do your constituents /
customers use Facebook? Probably.
·
Viral venue
 – Facebook is built for sharing. Users share messages and other
content either as messages or wall posts.
·
Facebook Connect
 – Facebook Connect 
lets third party apps share data and
other info
 with the Facebook platform. For example, Activity Brain letʼs users
create an account with their Facebook profile. This means that Facebook users
are sharing 
outside
 the Facebook walls.
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·
Not going away
 – The best way to predict which social media sites you should
have a presence on is to see where the crowds are.
How to create a bootylicious Facebook Page
Chances are you already have a Facebook Page. If so, there are several ways you can
create an even better Facebook Page (if you donʼt have a Facebook Page, check out

How to create a Facebook Page in less than four minutes
“).
1. Pick A Good Name For Your Page
 – You can boost your search engine rankings by
choosing a Page title that has carefully chosen keywords. Name your Facebook Page
after your organization or whatever phrase fans might use to search for you.
2. Customize Your Main Image
 – Facebook allows for a main profile image thatʼs up to
200 x 600 pixels. Maximize this real estate! Like 
Gabe did with his Facebook Page
.
Also read “
5 Creative Ways to Hack Your Facebook Profile Photo
“.
3. Arrange Tabs
 – The order of your Facebook Page tabs can be arranged by dragging
them. Simply click on the tab youʼd like to move and then drag it where youʼd like it to
go. Avoid clutter by removing tabs you wonʼt be using. FYI – The Wall and Info tabs
canʼt be moved.
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4. Create a Custom Landing Page
 – Facebook allows you to add up to 10 custom tabs
with the 
Static FBML application
. Check out the custom tab Greenpeace has on their
Facebook Page:
5. Set Your Default Landing Tab
 – Once you have created a customized tab, go
into 
“Settings”
 on your Facebook Page and under 
“Default Landing Tab for Everyone
Else”
 select the Tab you want for your default landing tab in the pop-down menu.
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6. Determine Your Landing Page
 – Since each tab has its own URL, you can choose
any of them as the landing Page for off-site promotion.
7. Create a Custom Navigation Sidebar
 – A few months ago, I showed you 
how to
add an interactive sidebar to your Facebook Page
. This is a creative way to help
visitors find exactly what they are looking for on your Facebook Page.
8. Add A Custom Fanbox To Your Blog
 – The Facebook Page Fanbox is a social
widget that converts casual website visitors into fans of your Facebook Page. You can
configure your fanbox to show your friends, your wall stream or simply a
 “Become a
fan”
 button. Learn how to add a Fanbox to your blog by watching this video tutorial:

How to add a Facebook Page Fanbox to your website (and customize it)
“.
9. Feed Your Blog Posts Onto Your Facebook Page
 – The Facebook Notes
application allows you to automatically import an RSS feed from your blog onto your
Facebook Page wall. If you havenʼt set that up yet, please watch this video tutorial:

How to automatically feed your blog posts into your Facebook Page”
.
10. Import Your YouTube Videos
 – Check out the application called
YouTube Video
Box
. It includes an integrated search to find videos on YouTube and a Tab where you
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can display videos from YouTube. You can also import videos from an existing
YouTube.com account.
11. Get A Custom Vanity URL
 – Facebook offers 
“vanity URLs”
 for Facebook Pages
that have over 25 fans (thanks for the
 info, Greg
!).  
A vanity URL is the short
Facebook URL
 that helps people easily access
your page. A short URL with relevant keywords is
good for getting the elusive Google
“juice”
.
12. Rank Higher In Facebook Searches
 – This
can be done by creating multiple inbound links to
your Facebook Page. You can do by linking back
to your Page from your blog, linking to your Page
from signatures used in forums, and linking from
other social media sites like LinkedIn.
How To Choose The Best Admin
Settings For Your Nonprofit Facebook
Page (Video)
When you set up a 
Facebook Page
, you want
make sure you do it in a way that optimizes the
Page for best results. For example, if you
encourage fans to post photos, they will be more likely to return.
This video goes over all the setting in a Facebook admin panel, keeping strategy in
mind.
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How To Create A Custom URL For Your Facebook Page In 70 Seconds
During the 
TechSoup webinar on Facebook
 yesterday, one question that came up
was about creating a custom URL for your Facebook Page.
There are three reasons to create a custom URL for your Facebook Page:
1.
Itʼs easy for supporters to remember.
2.
Creating the custom URL prevents someone else from registering it. And if
someone else does register your brand, it 
may be costly to claim it as yours
.
3.
Improve SEO – especially if you use keywords in the URL name. For example,
facebook.com/
greatburgers
 will be better than facebook.com/
bobsgrill
.
Create A Custom Facebook Page URL In 70 Seconds
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III. Customizing a Facebook Page
How To Embed A Social Or Fundraising Widget Into Your Facebook
Page-- Video Tutorial
One of the most effective social media tools available to small non-profits are
embeddable widgets. Youtube videos, fundraising widgets and social networking
widgets can empower your fans to take action for your non-profit.
Microactions are key
A word of advice. 
Chris Garrett
 and I mentioned during the 
Philanthropy.com chat
, itʼs
best to ask visitors to your Facebook page for 
specific
 and 
doable
actions. Asking a
visitor to donate $10 now to buy enough books for a single classroom will get a higher

action result
” than asking them to “please give”. Again, small, doable and specific
actions.
Now, the problem with Facebook is that itʼs pretty confusing to use for a lot of folks. So
Iʼll be creating a whole bunch of 3-minute videos on whatever Facebook topic youʼd like
to learn more about.
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How To Use Facebook “Notes” To Get More Traffic
Small businesses and non-profits that have a Facebook page can leverage the Notes
application to drive web traffic to their sites. Facebook currently lets 
Profile
 users
import 
one
 RSS feed from a blog into their Facebook wall using the Notes application.
Hereʼs why this is powerful:
1.
If you have 30 fans who each have 100 friends, your blog post will be seen by as
many as 3,000 people. These blog posts appear both on profile walls and on the
Home Page news feed.
2.
The folks who have added your RSS to their notes have essentially endorsed
you to their friends. This type 
social proof
 is a big part of what influences
consumer buying decisions and which non-profits get support.
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Three requirements for this to work:
1.
You must have a blog with an 
RSS feed
 (most blogs have this).
2.
Your content must be 
highly valuable
. Again, the Notes application only allows
for 1 RSS feed. Why should they choose yours?
3.
You must have at least a 
small group of raving fans
 on Facebook. Do you
know who these folks are? If not, get to know them.
If youʼve met these three requirements, then youʼre
good to go.
Simply ask your raving fans to add your blogʼs RSS
feed to their Notes app on their profile. Easy, huh? If
you have blog with kick-ass content and fans who
rave about you, then itʼs that easy. They love you and
will do anything to support your cause.
How to make this easy request
Assuming that you already know who these raving fans are, and assuming that they are
already a “Fan” on your Facebook page, simply send an “update” to your fans with the
following instructions.
You have my permission to copy and paste. 
1. After adding the Notes Application to your profile, click on “Import a blog”
under “Notes Settings”.
2. Enter the feed URL of our blog.
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3. Click continue.
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4. Within your profileʼs Applications setting
page, click “Edit settings” next to the Notes application. Configure how youʼd like
the feed to appear on your wall.
5. Click “Okay” and navigate back to your wall to see the latest blog post.
Finally, do not take the efforts of your fans for granted. Send a thoughtful and personal
(
not via page update, for goodness sake
) message of thanks. Heck – 
send a postcard
!
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How to automatically feed your blog posts into your Facebook Page –
a video tutorial
I recently spoke with a non-profit client who Iʼm 
working with
 on social web strategies.
At the end of our call, she complained 
“Weʼve been so busy recently. I can barely
remember to paste our blog posts onto our Facebook Page.”
When I told her that she could automate the feed, she almost jumped through the phone
with joy. I promised her that Iʼd make this video.
If you donʼt have a Facebook Page yet, go watch 
“How to create a Facebook Page in
less than four minutes”
. Iʼll wait right here.
This tutorial on how to import your blog posts into your Facebook Page covers
the following steps:
1.
Adding the notes application to your Facebook Page
2.
Adding your blogʼs RSS feed to the application
3.
Confirming and importing your blog posts
Update: 
Stacy Brice  
asked about importing multiple URLs
 into a Facebook Page. I
recommended using  
Yahoo Pipes
 (you can also use 
Google Reader
as explained in
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this post by Daniel McLaren called  
“Import Multiple RSS Feeds into Facebook
Notes”
).
How to add an interactive sidebar to your Facebook Page
Creating a lively, responsive Facebook fan base is much easier when you give them
a  
Facebook Page that triggers interaction
. Content will always be the best way to
inspire engagement, but if your Facebook Page is clunky, visitors wonʼt find that content
– and theyʼll leave.
Clunky defined
·
When someone visits your Facebook Page and they see your information tab
first, instead of the amazing photos of your last fundraising event.
·
When your best content is hidden behind the “plus” tab.
·
When a fan arrives at a Tab meant for first time visitors.
·
When content is hard to find.
In order to remove the clunk, create an interactive sidebar so that visitors can quickly
find exactly what they are looking for.
This step-by-step video shows you how.
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How To Create An Incentive For Visitors To Fan Your Facebook Page
This tactic works similarly to offering a free download to email subscribers. The only
difference is that youʼre collecting fans instead of emails in exchange for “fan-only”
content.
Content is king
Before we get to the technique though, think about the last time you entered your email
in exchange for a free download.
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If youʼre like me, the value of the download was much larger than the
“expense”
 of
joining another mailing list. The same thing works with Facebook. In other words, the
technique Iʼm about to show you only works if youʼre offering real value in exchange for
a new fan.
First, hereʼs how the end result will function. On 
my Facebook Page
 (which I just
launched two days ago) I have a tab called
 “Free Social Media Video Tutorials For
Fans”
. This tab has hidden content not seen by 
“non-fans”
.
But once the visitor becomes a fan, this tab will display the hidden content.
The FBML “hidden content trick” revealed
Using the Static FBML application, simply add the following tags around the content you
want hidden to non-fans.
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How to reveal content on your Facebook Page only when someone
clicks like
One creative way of acquiring Facebook Page connections is to offer free cool stuff for
connections, that isnʼt available to anyone else (I wrote about this 
back in January
, but
itʼs worth going over again). For example, on
Inbound Zombie
 I have free video tutorials
to anyone who 
“likes”
 the Page. The videos are not accessible to anyone else.
How to display “connection-only” content on your Facebook Page
Using the Static FBML application and a bit of code (see below), you can display
content to a visitor once that “like” your Page.
Hereʼs the FBML code for the custom tab:
<fb:visible-to-connection>***Content goes between these two tags***</fb:visible-to-
connection>
See the 
Charityhowto Facebook Page
 to see it in action.
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How to collect email subscribers on your Facebook Page
A few nonprofits have asked me how they can collect emails on their Facebook Page
without having folks leave the Page.
This video shows you how to create a sign-up tab that redirects to a confirmation tab
after subscribers have joined your email list.
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Why Facebook Pages Droped “Become A Fan” Feature
Facebook recently announced to their advertisers that Pages will no longer allow
visitors to “Become A Fan”. Instead, visitors will connect with a Page by clicking “like”.
Facebook users can currently 
“like”
 comments, photos or videos on a Page (as shown
below), but soon theyʼll be able to 
“like”
 a Page. The decision to drop 
“become a
fan”
 for 
“like”
 is intended to increase the likelihood (pun intended) of users connecting
with brands, non-profits and businesses. Facebook argues that clicking 
“like”
 is

lighter-weight action
 than 
“becoming a fan”
.
Core Functionality Will Remain
In the 
memo
, Facebook states that the 
“core functionality of Pages
will remain unchanged”
. Your Page will still have distribution into News
Feed, the ability to 
target updates and status updates
.
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Drop The “Fan” Soon
In the FAQ about this change, Facebook recommends that marketers start using the
term “connections” instead of “fans”. As users adopt “liking”Pages, the term“becoming a
fan” will become outdated.
Donʼt Confuse “Like” With Love
The biggest impact this change will make it a subtle, but important one. As more and
more users begin to adopt “liking” Pages, it may be harder to identify true fans. David
Berkowitz of Advertising Age writes: “Half the world likes McDonalds, but only a
subset (albeit a large subset) would raise their hands and declare themselves fans.”
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Case Study
Five Lessons From A Crowdsourcing Campaign
IV- Make your Facebook Page Do Tricks (widgets, tools and
add-ins for your Page)
How To Link Your Twitter Page and Facebook Profile For Social Media
Sanity
Managing many social media sites can be a bit challenging for the non-profit who
has little time and/or resources. Many social media sites, including Facebook, recognize
this fact. They also know that social media is increasingly being used for fundraising.
To make managing multiple sites easier, Facebook allows you to post your social media
activities on Twitter by posting tweets directly from your Facebook page (and visa
versa).
How To Link Your Twitter and Facebook Profile
After you log into your Facebook account, follow these steps:
1. Search for “Twitter” in Facebookʼs search field:
2. Click the “Allow” button in the “Allow Application” window:
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3. After being prompted to log-in to Twitter, you will come to this page:
4. Anything you type in the “What are you doing?” field will be instantly posted to Twitter:
5. If you want your facebook status to be updated with every post you make from
Twitter, click the following (see warning below):
Warning: posting EVERY tweet to your status can be annoying to your facebook friends
(I learned the hard way 
 ). Consider how often you use Twitter before selecting this
option.
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Video Tutorial: Tweetdeck Now Has Facebook Status Integration
Using Facebook Connect
Great news today about Tweetdeck. A pre-release of 
version 0.24.1b
was posted today
and it is awesome!
For those of you who are heavy Facebook 
and
 Twitter users, youʼll love the fact that
Tweetdeck now has Facebook status integration using Facebook connect. Below is a
quick and dirty video of the new Facebook features as well as a few updates with the
“other actions” functionality.
Whatʼs new in Tweetdeck 0.24.1b
(copied from 
TweetDeckʼs posterous
):
1.
Clicking on Facebook icon will add a new column full of each of your friends most
recent status update which updates automatically once a minute.
2.
Ability to direct your tweet/update to post to twitter or Facebook or both directly
within the tweet window. Note: direct messages will not be sent via Facebook
even if you have the Facebook checkbox ticked.
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What are fundraising widgets and how can non-profits use them?
A while back, Chris Garrett and I gave a Techsoup.Org presentation called
Measuring
Social Media ROI
. A participant asked “What is a widget?” which Chris and I tried to
explain, but only had limited time.
Thinking it might be useful to source the answer from an
expert, I invited Eric Schrader of the social fundraising
company 
givezooks!
, to answer two questions.
What is a fundraising widget?
Eric: 
A fundraising widget is a portable version of a campaign
or personal fundraiser that you can think of as a Ad for the
fundraiser.  And like an Ad it gets placed where potentially
interested audiences will see it.  And like successful Ads, itʼs not good enough to be
seen – it needs to move the person to action.  Most fundraising widgets do that by
letting people know what the fundraiser is for, what the goal is, how much has been
raised so far, who else has given, how much it takes to make a specific impact and any
number of other things about a fundraiser.  The nice thing about widgets is that once
you place them, they update themselves – a widget typically pulls the latest status of the
fundraiser from the main fundraiser webpage.   Also, clicking on the widget typically will
take you to the main fundraiser page.
Why are they important?
Eric: 
Widgets allow supporters to promote your fundraising on various websites. 
Whether itʼs a supporterʼs blog or a corporate sponsorʼs website, a non-profit can get
exposed to a whole new audience via a widget.
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The other important thing about widgets is that they help to tell the story:
·
“How far along is the fundraiser?”
·
“Who else has donated or supporter the fundraiser?”
·
“What impact can I make?”
·
“How can I get involved too?”
Many organizations make the mistake of thinking that they have to do fundraising only
on their website – that the ʻaskʼ needs to be done in the controlled environment or the
organizationʼs website. But the truth is that you make your fundraising more successful
when itʼs exposed to new audiences.
So set your fundraisers free – get a widget!
How to add a Facebook Page Fanbox to your website (and customize
it)
The Facebook Page Fanbox is a social widget that converts casual website visitors into
fans of your Facebook Page. The Fanbox does this with three key features:
1.
Streams content from your Facebook Page onto your website.
2.
Displays your current fans.
3.
Enables visitors to 
“become a fan”
 of your Facebook Page with one mouse-
click.
Embedding this widget on your website or blog is an absolute must – for any social
media strategy. Plus itʼs very easy!
How to place a Facebook Fan Box on your website or blog
1.
Configure Fanbox
2.
Copy code
3.
Paste code
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Once you have installed your Facebook Fanbox, youʼll want to customize it slightly.
How to customize your Facebook Fan Box
1.
Change the width of the Fanbox
2.
Change the number of fans displayed
3.
Remove redundant text
4.
Show or hide specific elements
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Accept gift cards as donations with givezooks!
Grain of Salt Disclaimer: 
Even though Iʼm one of the sweetest, nicest people youʼve
ever met, I must tell you that givezooks pays me a teeny weeny bonus for any business
I refer to them. Oh – Iʼm honest too.
A while back, I partnered with givezooks! on a webinar called 
“10 steps to Nonprofit
success on Twitter”
, which enabled me get to know their management team. They
work hard, love what they do, make software thatʼs easy top use,  and promote the heck
out of their clientʼs fundraising campiagns. But maybe many of you havenʼt heard of
givezooks!?
Who is givezooks!?
givezooks! makes fundraising tools that handle online donations while allowing donors
to share and promote their actions on Facebook and Twitter. The service also turns
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supporters into fundraisers by allowing them to create their own personal fundraising
page. So when friends of that supporter donate money on their page, they can also
share that action on Facebook, Twitter or email. Empowering supporters to do “social
fundraising” is what makes givezooks! so powerful.
Gift cards as donations
So when they recently announced a partnership with 
Plastic
Jungle
 to accept giftcards, I felt it was worth sharing on my blog.
This gives more options for donors, which means more money for
non-profits!
Hereʼs how it works
1
.
Donor  donates  a  gij  card  to  a  givezooks!  online  fundraiser.
2
.
Gij  Card  is  processed  by  our  partner,  
Plastic Jungle
.
3
.
Plastic Jungle
 will  then  convert  this  gij  card  to  cash,  and  
send  a  check  to  the  nonprofit.
4
.
The  donor  will  then  receive  an  electronic  thank  you  note  (that  
will  also  serve  as  a  tax  leUer).
For more information and live examples, please check out the 
givezooks! website
.
They also have some pretty cool
 webinars on using social media
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How to update your Facebook Page from your cell phone
You want to continue the posting frequency on your
Facebook Page, but arenʼt sure how to do
this 
and
 manage an events calendar thatʼs only going to
get busier in the Spring and Summer.
Fortunately, Facebook allows you to post videos,
photos and status updates from your cell phone, with
email or SMS.
This video shows you how to:
1.
Email video and photos to your Page
2.
Post status updates through text messaging
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8 New Facebook Social Plugins And How Theyʼll Socialize Your
Nonprofit Website
In the past I shared with you my initial thoughts on how Facebook will change how we
all experience and use the internet – and 
how this change will impact your nonprofit
.
Right now, when people visit your website, they see the same content as every other
visitor. By default, itʼs not tailored to their preferences. They also have no clue who else
has visited your site, what content theyʼve shared on Facebook, and whether they have
a social connection to those visitors.
The new Facebook platform changes all of this, making your website – and the entire
internet – social by default. By implementing Facebook Social Plugins into your website,
you could give your visitors these experiences:
·
Display content they would prefer, based on their Facebook preferences and
what their friends have liked.
·
Show them who else has visited your site – and even whoʼs on your site right
now!
·
Allow them to engage with current Facebook friends about your cause – on your
website.
·
And do all of this without having to login to to your website.
In short, Facebook plugins will allow you to 
turn any page on your site into a
Facebook Page
.
8 New Facebook Social Plugins – A Summary For Nonprofits
Facebook Social plugins are fairly easy to install (most of them are as easy as
embedding a YouTube video).
1.
The Like Button
 - The 
Like Button
 allows visitors to share content from your
site on their Facebook profile – with one mouse click. A good use of this plugin is
to place it on Pages with information on actions people can take to support your
cause. I have one below this blog post that I installed with a 
WordPress plugin
.
2.
Like Box
 –
The 
Like Box
 replaces the
Facebook
Fanbox. It allows your
visitors to 
like
your Page
, view your
Page stream
and see connections on
your
Facebook Page.
3.
The
Recommendations
Plugin
 – The
Recommendations allows
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you to dynamically display content on your site they might like.
4.
5.
Comments Plugin
 – The 
Comments plugin
 allows visitors to comment on
pages on your site. Those comments are also shared on their Profile.
6.
7.
Activity Feed
 – The 
Activity Feed plugin
 allows visitors so see what their
Facebook friends are commenting on and liking on your site.
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8.
9.
FacePile
 – The 
Facepile plugin
 displays the profile pictures of everyone who
has signed up to your site.
10.
Login with Faces
 – A slight variation of the FacePile plugin, the 
Login with
Faces plugin
 shows profile pictures of the userʼs friends who have already
signed up for your site 
in addition to a login button
.
11.
The Live Stream
 – The 
Live Stream plugin
 allows visitors to engage with your
site in real time. Perfect to use during events.
12.
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If youʼre interested in learning more about the Facebook Social Graph Platform, check
out this YouTube playlist on the Facebook Platform release at F8.
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Amplify your nonprofit event with Facebookʼs new Live Stream plugin
Weʼve talked about some plugins you can use to make your site more social.
The 
Live Stream plugin
 is one that will be an essential tool for nonprofit events.
Live Stream allows visitors to chat about your event – real-time – and share their chat
on their Facebook Wall and News Feed. What makes this powerful is that it draws your
supporters friends into the event in a way that feels natural.
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V- Your Facebook Community
How do I get my Nonprofitʼs Facebook fans to donate?
Getting an army of Facebook fans for your nonprofit is not an easy feat. It takes lots of
planning, hard work, and time. But just because you have a lot of Facebook fans
doesnʼt mean that youʼre any closer to meeting your fundraising goals. Especially if
youʼre unknowingly creating barriers.
The ask path
When potential donors go to your donation page, is it immediately clear how they can
donate and what amount they can donate? Do they have to search around your site?
How many mouse clicks does an entire transaction require?
Seven things to keep in mind:
1.Show Them Impact – One thing that worked very well during
theTweetsgiving campaign was showing people what their donations
would buy. It created a direct line of site between donation and impact.
2.Make It Fun – Red Nose Day is a huge hit in the UK, precisely
because itʼs so damned much fun! Think of creative ways to make
sharing fun for your fans.
3.Make The Dollar Amount Specific – The ever-present “donate now”button with
no recommended dollar amounts, gets far less results than an ask with a specific
dollar amount.
4.Make It Easy To Share – The moment a person donates is the best time to ask
them to share that action with others. Applications likeGiving Impact
and givezooks do this really well with their social fundraising apps.
5.Target The Ask – Similar to most email marketing services, Facebook allows
you to target your messages to a specific subset in your fanbase. You can slice
by location, gender and age.
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Go deeper ->

Community
Philanthropy 2.0
survey
6.
Measure The Ask
 – Measure traffic, clicks, average donation amounts and
number of donations. With enough data, youʼll be able to refine your approach
over time. Also, Facebook provides 
great analytics for their Facebook Pages
.
7.
Keep It Simple
 –  
Frank Barry
 wrote an excellent guest post on
optimized
social fundraising
. Go back and check it out.
One last thought. Donʼt be discouraged if your first attempts to spur fans to act donʼt get
the results you expect. It takes time to build an active community.
How to target your Facebook Page updates and streams
Marketing 101 teaches the law of relevance. The idea is that marketing messages are
more effective when the message is 
relevant
 to the demographics of the receiver. For
example, Iʼm much more interested in Facebook Page updates about restaurant
specials or charity events in Boston than Miami.
Targeting updates and streams is easy with Facebook
Pages. This allows non-profits to easily promote offline
events to their Facebook Page fans without annoying
those who live a thousand miles away.
How to target a Facebook Page stream
Facebook streams can now be targeted by language and/
or location. Simply click on “customize” under the
publishing bar and then select the streams youʼd like to
target.
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How to target a Facebook Page update
A Facebook Page update (sometimes called messages) can be done by selecting
“Target this update” at the the top of the update window and then select the
demographics youʼd like to target.
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Improved Facebook search allows you to see who actually cares
about your non-profit or business
Recently, Facebook released its new search function to all users (only small groups of
people had access before then). Users can now search status updates, links, photos,
videos and notes (search is limited to the past 30 days).
You can search within your friends and 
see who cares
 about what theyʼre saying (likes
and comments on their updates). You can join these conversations either by
commenting and/or liking a particular post.
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Why is this such a big deal?
Before this Facebook search capability was available, you could 
not
 see the
conversation stream.
Now you can see, 
in real time
, who is engaging on topics about your business or non-
profit.
Itʼs almost like Twitter, but not really
You can also see the stream of updates for people who have made their updates public.
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This means that you can see who is engaging in relevant conversations, even if you
have no connection to them! This is how Twitter works but with one key difference:
Twitter is an open network
 where “connections” are not required to engage with other
users. On Facebook, you 
c
anʼt engage
 
with users in the stream unless they are your
friends (but you could send them a message).
This a huge leap for non-profits who want to measure engagement and connect with
potential supporters.
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