This Is Not Your Mother's Facebook. Or, Maybe It Is.

Overview of the social networking site Facebook.

There are roughly 350 million Facebook users in the world, with over 50 million added over the fall of 2009. That number includes a whole new group of users over the age of 55 answering the question, "What's on your mind?" and doling out the thumbs-up.

Any person, organization, or business can set up a profile or page (read all about fan page vs. group here), add contacts (friends) and join networks organized by city, workplace, school, or region to connect with other people.

Individual users and organizations can send messages, update and share their personal profile, and easily post links, videos, and information on everything from local causes to supporting a politician to a clip from their favorite television show.  And with a click of a button, friends can re-post the same link, ostensibly reaching millions of users with the same post.

Audience Considerations

There are many things to consider as you explore whether or not an investment in a Facebook presence makes sense for your organization. Likely the most important among the considerations is whether or not your existing or realistically targeted members and supporters are on Facebook themselves.

Demographics: Facebook’s user demographics can be quite different from the make-up of many conservation memberships. While the majority of Facebook users are still under the age 35, that gap is closing.

People spend time on Facebook because they are receiving real value from their own Facebook communities. The value people receive is directly tied to the quality of their own personal network. Few people are turning to Facebook today to track organizations. It's viewed primarily as a place to connect with people. Understanding why people use Facebook can help as you explore ways to improve their experience and add value to their network.

Good For

Reaching and Attracting
With the right audience, campaign and strategy, Facebook can help you reach new people. Yet keep in mind that Facebook is a social networking tool so simply putting a page up on Facebook will likely not result in any meaningful new connections being made. You must invest in online communications strategy that is consistent and sustainable and fits into your organization’s marketing plan.

Communicating and Informing
For those individuals who are in your Facebook community, Facebook can be a great medium to receive news, events announcements, and calls to action. It is an easy platform for the staff of an organization to publish written content, videos, and photos. Facebook makes it easy for members to also upload news from their own website and/or blog to their Facebook news stream. 

Listening and Learning
One of our favorite uses for Facebook is listening and learning what people are thinking and saying. Facebook gives us a window into what people are thinking about, what inspires them, what groups they are connected with and so on. 

Remembering and Growing
Facebook offers some unique possibilities for organizations to remember and grow their relationships. We are only now beginning to understand some of the ways that Facebook connected with a CRM Database could serve an organization and its members.

What You'll Need

•    Facebook account
•    Clear understanding of the metrics you'll use to assess the return on your effort
•    Staff resources and time
•    Organizational social media guidelines
•    Able to and willing to let conversation happen

Cost and Time Considerations

Any organization can set up a Facebook page for free. The real cost of Facebook is the time it takes to build and sustain your network.

Through its application interface Facebook allows for the custom development of an application that a user can install and then use to invite others to participate with in some way. Development of an application is intensive and runs in the 10-100k range.

Connects Easily To

Website: Facebook connects to an organization’s existing website, blog, and other online mediums in a number of ways.  Website content and content shared via mass email can be configured so visitors can easily share the content to their Facebook network with a single mouse click.

What Others Are Saying

•    To Nonprofits Seeking Cash, Facebook App Isn’t So Green, The Washington Post 
•    An Introduction to Facebook Activism
•    Innovative Giving: The Nature Conservancy and (Lil) Green Patch, Fast Company
•    Faith in Facebook: A Success Story
•    How Marketers Tap Facebook and Twitter, Apps and Widgets, Advertising Age

 

Want more? Click here for Facebook tips from the Washington Trails Association, the Washington Bus, and People for Puget Sound.