Facebook: Part 2 of “Turn Casual Supporters Into Engaged Activists”

(Note: This is Part 2 of a 6-part series. Check out the introduction and Part 1: Websites first.)

As I mentioned in the introduction to this series, activists often tell me that they are having trouble keeping their supporters hanging around, but at the same time they don’t need a Facebook account. I think this mostly stems from not understanding how the platform can be helpful or not knowing how to use the Page they have.  A successfully-integrated new media campaign leverages social networking sites to engage your supporters and expand your activist base. Facebook is the best opportunity your conservative group has for reaching new fans and continually engaging your existing base, regardless of the size and scope of your organization. If you still aren’t sure, think of your Facebook Page as a frequent reminder to your supporters that your organization is out there and needs your help.

Note that I refer to your Facebook Page- not Group or Profile. It is really important that you are using a Facebook Page as the central account for your group’s Facebook presence. If you are unclear about the differences, visit “Facebook: Groups, Pages, and Profiles” for more information.  If you jumped into Facebook and started with a Profile or a Group, all is not lost, but you should go ahead and switch to a Page now.  If you are unclear about how to switch over and get your friends/members to follow, contact me for a few tips.

There are 3 main functions of a Facebook Page:
•    Information Distribution
•    Engaging Existing Fans
•    Reaching New Fans

Information Distribution

Your Facebook Page should serve as a tool for your activists to stay updated and involved, not a method by which you distribute press releases.  In the previous section, I discussed websites and recommended that organizations look at using a blog. Facebook provides the perfect outlet for you to bring traffic back to your site by posting the title, a short excerpt, a picture, and a link to the blog on your site.  With this strategy, you will be using Facebook to alert your fans that there are updates and give them a brief description and using your blog to provide detailed information. As you begin to do this with some frequency, you will begin to understand what information your fans are most interested in and which types of articles will really engage them.

As we are discussing information distribution, we also need to discuss the method you are using to update your Facebook Pages.  It is my very strong opinion that RSS feeds (especially the Note upload function) that automatically upload your blog posts into a preset format on your Facebook wall are robbing every Facebook Page administrator of any opportunity to share unique information and engage fans. You should be tailoring your message to your fans’ interests, not simply relying on an RSS application to pull in a title and the first sentence or so!  If you have time to write an article and you think it is worthy of your Facebook Page, do yourself and your fans a favor and take the time to manually enter the information. Your Page will be more aesthetically pleasing and you will have the opportunity to tailor your message, resulting in higher participation (I promise!).

Engaging Existing Supporters

I have described Facebook as an avenue to and from your website, but it’s also important to think of it as its own platform. There are many fans that will rarely leave your Facebook Page to visit your website, and because of this it’s important to engage them directly on the site. Use your Facebook updates to encourage your fans to respond to action alerts and to keep them updated on current bills or campaigns your group is working on.  You can also post pictures from events and videos that you might not post on your website or ask fans to answer questions or leave their opinions about the information posted.  Finally, encourage fans to click through links to read more on your website where they will be directly engaged with becoming members, signing up for email alerts, and donating.

Engaging your existing supporters is important because these are the people who will spread the word about your organization.  After you have managed your Facebook Page for a while, you will get a feel for what your fans are interested in and what keeps bringing them back. To keep fans engaged and stress the importance of participation, think of ways to acknowledge fans that contribute often to your Page and are strong activists.

Reaching New Fans

I have learned of countless conservative organizations simply because my Facebook friends either became a fan or suggested that I become one.  There is no real art to this. You can reach new fans by having a “fan-raising” campaign where existing fans are encouraged to suggest the page to their friends on Facebook and followers on Twitter.  Targeted Facebook ads are also a great way to bring in new traffic.

However, word of mouth and viral marketing are not everything here. It’s also important that when I come to your Facebook Page, I see that there is active participation, the Page is frequently updated, and the information provided is of some benefit to me.  In the last installment of this series, we will outline more ways for you to encourage your activists to help you reach new supporters.

A Few Final Notes

Understand that building a strong following on Facebook will not happen overnight- especially if your organization is smaller, just starting, or issue-specific. Rather than getting caught up in the number of fans, think about the quality of your fan base. For example, if you have 250 Facebook fans, but only 10 of them can vote in your upcoming election, how much good do they really do you?  Focus on the quality of your Facebook Page and overtime your Page will grow.

There is no formula for building a successful and effective Facebook Page.  Mostly it takes time, persistence, and your own blend of whatever it is that makes your organization tick. Just keep in mind that if I become a fan of your Page it’s because at some level I’m interested in your topic. Now, your task is to create a Facebook plan that will translate my surface interest into action.

For more ideas, visit a few Facebook Pages I manage:
FAIR
Majority Connections
ConservativeNC

For more information about the ins and outs of good Facebook Pages, read “8 Tips for Building Effective Facebook Pages.”

Stay tuned for more, and, as always, please share this series with your conservative friends and other activists!

One Response to “Facebook: Part 2 of “Turn Casual Supporters Into Engaged Activists””

1. Turn Casual Supporters Into Engaged Activists- Majority Connections says:

   November 15, 2009 at 6:05 pm

   [...] Part 2:  Facebook [...]