Diversify your Facebook content

Posted on Thu, Jan 24, 2013

Tags: facebook, online organizing, tips

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Many advocacy organizations and campaigns fall into a common trap on Facebook: we only post our own content, and then we wonder why our engagement is stagnant.

Think about how you run your personal profile. You probably share a lot of content from friends or pages you like, right? But many admins don't do the same with our fan pages.

When a new member joined our team last year, she brought new ideas, and started sharing content from allies (I was one of those admins sharing only our content). Engagement skyrocketed, both on shared content and our own stuff. We doubled our fans in 7 months. And our analytics showed higher results across the board. Sound good? Here are a few things I recommend:

  • "Like" lots of pages. Find allied orgs, and like their pages. Then check in once or twice a day to see if anyone's got a great piece of content to share.
  • It doesn't have to be directly connected. If you run an environmental org, you don't only have to post environmental content. Many progressive causes may appeal to your fans -- try some different things, and see what gets interaction!
  • Know the law. There may be restrictions on what you can and can't post safely, depending on what kind of org you are. More Likes aren't worth trouble with the IRS or the FEC!

Sharing has some big benefits. The orgs whose content you share will appreciate it, and may well reciprocate. When you get interaction on any post, it boosts your Affinity score, which helps all your content. And you find out new things about your audience, which can help you hone your own programs and content.

Got a tip for building engagement on your Facebook page? Share in the comments!

Evan Sutton is Communications Director at NOI, and a graduate of Campaign Manager BootCamp

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