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5 things you can learn from Lil Wayne's Facebook Fan Manager

Five things you can learn from 21-year-old Mazy Kazerooni, Lil Wayne’s Facebook fan manager and the man behind the Guinness World Record for the most "Likes" on a post in 24 hours.

Lil Wayne ManagerRapper Lil Wayne's Facebook page is up to 30 million fans. Here are five things you can learn from 21-year-old Mazy Kazerooni, Lil Wayne’s Facebook fan manager and the man behind the Guinness World Record for the most "Likes" on a post in 24 hours.

  1. The ol’ cross channel approach: Kazerooni strategically re-posts Lil Wayne's Twitter commentary, as well as announcements about the rapper's whereabouts, to Lil Wayne’s Facebook Fan Page.

    Nonprofit spin: It’s pretty obvious, but not always done. Re-post individual staff members' interesting tweets, re-post legislators' interesting tweets, tweets from leaders in your community, tweets from leaders in the nonprofit community at large, etc. This takes some time. Put it on your calendar and do it for an hour, three days a week, for one month and measure the results.
  2. The ol’ give-them-ownership approach: Kazerooni built buzz by pursuing posts from all kinds of celebrities, from bloggers to musicians.

    Nonprofit spin: How many times has someone suggested to you to get some guest bloggers? It’s on every blog strategy plan I’ve ever seen, yet to actually do this is a big deal. You have to find somebody who fits into your publishing schedule and their publishing schedule, you have to trust that their content will be worthy of your blog, you have to possibly re-write and edit, etc., and you have to give up a little bit of control. But, it’s worth it. Bringing these experts into your community is a win-win-win.
  3. The ol’ first-person account approach: Kazerooni posted the actual responses from Lil Wayne to his fans who wrote him in prison. “We just kept everyone engaged throughout the whole process," he says.

    Nonprofit spin: Hmm, well, if you personally work with Darryl Hannah or Bill McKibben, you may be able to get some thoughts from jail, but the point of this tactic is hearing personally from Lil Wayne. Commission your canvassers to write from the field, have a volunteer write in first person from a fundraising event, have an activist report from the front lines, or ask your staff to personally share what they are working on /thinking about/ inspired by and so on. Connecting and sharing personally with your audience is the lesson here.
  4. The ol’ good-with-the-bad approach: The active engagement on the Lil Wayne Fan page means dollar signs to management. "I do everything the management needs to make sure we're selling his products without bothering the fans," Kazerooni says.

    Nonprofit spin: Make sure you provide a lot of value on your page and not just a lot of asks. Lauren Braden from the Washington Trails Association says she makes sure she has some "candy" in her organization's news feed. People don't usually go to Facebook because they're dying to read about your public policy analysis or be hit up for a donation. That stuff needs to be interspersed with interesting questions, helpful advice, entertaining links, etc. All work and no play makes a dull Fan Page.
  5. The ol’ brown nose: Kazeronni makes sure each city on the tour gets a lot of love. A shout-out, for example, to Atlanta, can inspire some 7,000 comments.

    Nonprofit spin: Well, it is nice to be recognized. Think about your community and the shout-outs you could do. What about your volunteers? Your champion elected officials? The community where you just completed a project? By neighborhoods, by voting districts, by professions, by associations, hobbies or sports groups – maybe you could shout out all the groups of people you know are reading your website, sharing your content, volunteering on behalf of your mission and showing your organization the love. Never hurts to say thanks.
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