Three ways your nonprofit can adapt to Facebook's recent changes

by John Haydon

You probably already know about many of Facebook's recent changes, some of which include the following:

1. Facebook users can now comment on or like content on a Facebook page without becoming a fan (liking the page).
2. Facebook pages no longer have the ability to message fans.
3. Page administrators (and all Facebook users) can activate a "subscribe" feature on their profile.

Because these changes will surely influence how people experience and use Facebook, page owners must now adjust their strategies to survive and thrive in the age of Facebook. So, here's a quick rundown of how nonprofits can evolve their thinking and strategies:

1. Liking pages is no longer a requirement for conversation. Taking this requirement away will create greater awareness of your nonprofit and allow you to gain valuable insights about "people on the fence." (I am interested in your organization, but not enough to like your page--at least not yet...). This is not different from changing comment requirements on a blog. For example, if a blog requires you to create an account in order to comment on posts, as some do, people who have a peripheral interest in the blog's topic might still read articles, but won't create an account. The blogger has given up the opportunity to capture valuable insights about thousands of readers who “like the blog,” but not enough to create an account. If we apply the social graph of Facebook to this scenario, we can see that eliminating the "like hurdle" allows page owners to gain deeper and broader insights into how Facebook users engage with their nonprofit. Don't be surprised if “Page Insights” soon display a second layer of active user data (demographics, interactions for non-Fans).
2. Facebook pages no longer have the ability to message fans. This change essentially comes down to this: message updates sent to fans were never read and didn't have the value of news feed stories. The best way to publish content on Facebook is to make sure it gets in the news feed. The "other" message folder was, in effect, a spam folder.
3. Page administrators can activate a "subscribe" feature on their profiles. The “subscribe” button allows Facebook users to opt-in to public updates from a profile without being his/her friend. When you feature page owners on your Facebook page sidebar, the page is also displayed on each administrator’s profile. This creates more opportunities for Facebook users to be introduced to your Facebook page.

What are other ways your organization is adapting to Facebook?

More on networking your nonprofit

by Denise McMahan

John’s input on Facebook’s recent changes and how to introduce more users to your page is a terrific call to action for keeping your social media strategy fresh with all channels. If answering his question about adapting to Facebook’s changes is a challenge, take an organizational pulse and ask yourself, “Is my nonprofit networked and meeting our social media goals?” and “How are we keeping current with changes and relevant strategies?” Networked Nonprofit authors, Beth Kanter and Allison Fine, attribute the following characteristics to networked nonprofits:

• Simple and transparent
• Easy for outsiders to get in and insiders to get out
• Supportive of people shaping and sharing their work to raise awareness, organize and advocate
• Efficient--don’t work harder or longer, but differently
• Comfortable using social media tool set to engage two-way communication
• Aware they are part of a much larger ecosystem of organizations
• Not afraid to lose control of programs, logos, branding and messaging
• Naturally willing to work with “free agents” or individuals who passionately identify and advocate online
• Able to use many tools to engage in different kinds of conversations with different kinds of people.

As for keeping current with changes and adaptations in your social media activity, focus on weaving a stronger network so help is there when you need it. Kanter and Fine recommend these action items to build your network:

• Introduce and connect people to one another.
• Facilitate authentic conversations.
• Share resources, links and information.
• Build relationships by linking to blogs and celebrating accomplishments or contributions.
• Work with many different people on multiple channels.
• Treat all members as equals regardless of their position.
• Invite people with differing points of view to the conversation and facilitate a balanced discussion.

Effective listening is critical to getting your bearings online, making sense of data, identifying network leaders and leveraging your message appropriately, say Kanter and Fine. Now that “liking pages” is no longer a requirement as Haydon mentioned earlier, nonprofits have new leverage for more listening (and learning) on Facebook.

For more information about John Haydon and his Facebook guidance, visit his blog at www.johnhaydon.com. For more information about Networked Nonprofit by Beth Kanter and Allison Fine, visit www.bethkanter.org or www.allisonfine.com. Learn more about Kanter and Fine’s book by purchasing the book summary at CausePlanet. Other summaries related to this topic are as follows:

Managing Technology to Meet Your Mission: A Strategic Guide for Nonprofit Leaders

Momentum: Igniting Social Change

Up and Out of Poverty: The Social Marketing Solution

Citizen Marketers: When People Are the Message.

Special thanks to cause marketing guru, Joe Waters, for introducing us to John Haydon. You can visit Joe at www.selfishgiving.com.