In his words: \u201cI\u2019m changing the goal I give our product teams from focusing on helping you find relevant content to helping you have more meaningful social interactions.\u201d<\/p>\n
His statement led to a flurry of frantic posts, discussions, and debate around the question: Is Facebook killing Pages<\/a>? (Short answer: No, they aren\u2019t killing Pages. But they are making it harder and harder to stand out.)<\/p>\n Then, on January 19, Zuck wrote<\/a> that Facebook is going to actively work to weed out bad news sources on the site, prioritizing news that is \u201ctrustworthy, informative, and local.\u201d<\/p>\n It is unclear how Facebook will determine what separates poor news sites from \u201ctrustworthy\u201d ones, but I am sure we will all experience more surveys and most likely, fewer news stories in our Feed, in the coming weeks.<\/p>\n Last week, the latest update was announced<\/a>, and if it works as intended, it could be a boon for small, local nonprofits that struggle to get seen in the crowded News Feed.<\/p>\n Zuck wrote<\/a>: \u201cStarting today, we\u2019re going to show more stories from news sources in your local town or city. If you follow a local publisher or if someone shares a local story, it may show up higher in News Feed.\u201d<\/p>\n This is excellent news for small nonprofits who host local events<\/a>, publish local news, and struggle to reach their community members on the most prominent social network.<\/p>\n Here are just a few tips for nonprofits in adjusting and adapting their social media strategy to address the new Facebook changes.<\/p>\n I\u2019ve written about this before<\/a>. The only way to succeed in digital marketing and social media is to have a strategy in place to consistently post compelling, relevant, valuable content that is focused on the needs and interests of your audience.<\/p>\n You cannot continue to post whatever you want to post.<\/p>\n You cannot continue to use social media like a billboard or a one-way advertising platform.<\/p>\n Yes, paid advertising does have its place on Facebook, but your regular, daily public-facing content must be audience-focused.<\/p>\n Resource: How to Create Your 2018 Nonprofit Content Strategy in Just 2 Steps<\/a><\/p>\n The proof is in the pudding. Video is by far the most popular form of content shared on social media, on all platforms.<\/p>\n Check out these statistics:<\/p>\n Livestream surveyed customers<\/a> and discovered that:<\/p>\n Thankfully there are many free and low-cost tools that nonprofits can use to create, edit, and share more video on social media channels.<\/p>\n Resource: How to Use Your Smartphone to Make a Donor Thank You Video <\/a><\/p>\n While there is still a lot that you can do with free content on social media, nonprofits need to begin experimenting with paid ads to get even more reach and exposure for specific posts on Facebook.<\/p>\n With over 1 billion daily active users sharing 4.75 billion pieces of content every day on the social network, launching a Facebook Ad campaign can set you apart and help you reach a targeted audience.<\/p>\n You can boost posts or tweets that have already been posted to give them added exposure, or you can execute stand-alone advertising campaigns around a specific call-to-action.<\/p>\n Resource: The Nonprofit Facebook Ad Planner<\/a><\/p>\n Facebook is pushing notifications for local events to their users.<\/p>\n For example, I now get notifications if nonprofits that I follow on Facebook, that are local to me, are hosting local events, such as The Danvers Art Association:<\/p>\n Email is not dead, and it\u2019s not going anywhere. According to Nonprofit Tech for Good:<\/p>\n Email remains the best way to communicate with a large group of people at scale \u2013 when done correctly and when email campaigns are carried out strategically.<\/p>\n Resource: 10 Ways to Use Social Media to Grow Your Nonprofit Email List<\/a><\/p>\n Groups may now get priority over Pages since they promote \u201cmeaningful interactions\u201d (in many cases).<\/p>\n You may want to consider starting a Facebook Group<\/a> for your nonprofit.<\/p>\n Facebook said:<\/p>\n \u201cIn Groups, people often interact around public content. Local businesses connect with their communities by posting relevant updates and creating events. And news can help start conversations on important issues.\u201d<\/p>\n Resource: The Essential Beginner\u2019s Guide to Nonprofit Facebook Groups<\/a><\/p>\n Yes, Instagram is owned by Facebook. The advantage of Instagram is that it is not cluttered with links and click bait, since (except for paid ads), you cannot post hyperlinks on Instagram other than the one in your bio.<\/p>\n This gives way to a unique, aesthetically pleasing visual experience, with eye-catching photos and videos taking center stage.<\/p>\n Not only that, but Instagram continues to grow wildly while many social media sites are stagnating in getting new users. Instagram has over 800 million monthly active users<\/a>, including 38% of women in the U.S. and 26% of men.<\/p>\nSecond Announcement<\/h3>\n
Third Announcement<\/h3>\n
7 Tips Your Nonprofit Can Use To Adapt To These Facebook Changes<\/h2>\n
1. Get outside of your content comfort zone.<\/h3>\n
2. Post more video (live video especially).<\/h3>\n
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3. Experiment with paid social media ads.<\/h3>\n
4. Create Facebook Events for local happenings.<\/h3>\n
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<\/p>\n5. Focus on email.<\/h3>\n
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6. Explore Facebook Groups.<\/h3>\n
7. Sign up for Instagram.<\/h3>\n