This year, Facebook was not particularly friendly. The news about Cambridge Analytica and Mark Zuckerberg were asked to testify before the congress. Zuckerberg and his team used this again as an opportunity to change the Facebook algorithms, and this can still be a good sign for your charitable organization if you're smart.
The big news was that Facebook decided to focus on local news and events. Facebook's Facebook's Alex Hardiman and Campbell Brown said, "Now people around the world will see more news from local sources on their current city and other cities on Facebook that may interest them."
In addition, there was a change in the Facebook algorithms that Zuckerberg had announced in the first month of 2018, stating that the social media giant would return to the basics. Unlike brands, posts should be prioritized by friends and family members. This announcement initially made the brands shudder until they found out how to take advantage of the changes. You can do the same for your nonprofit organization as well.
How to let Facebook work for you
We know that over the years Facebook has optimized its algorithms to make it harder for brands to achieve organic reach. In the good old days, your brand has been able to achieve a high degree of organic reach for the work of your charitable organization. Today, the organic range is in the low single-digit percentage range and declines. Some experts argue that Facebook and other platforms will continue to reduce their AI to zero, forcing each brand to pay to play.
85% of videos on Facebook are displayed with the sound off. Think about it when creating video content. How can you visually leave an impression?
Make content specific to Facebook using best practices for engagement. For Facebook, this means keeping your copy succinct, using videos or great photos, and if you use a hashtag, not more than one. This is not Instagram!
Be smart when it comes to people's newsfeed. If you have important value-added information that users may want to see, it's probably worth paying to access users' news feeds. You can sponsor posts and show ads. So be prepared to spend money. However, be careful and plan as much as possible to get the most value.
If you have any news about your organization, including new employees, relocation, successful completion of fundraisers, create a press release and share the news with the local media. Remember, Facebook prioritizes local news and if you have the chance to be mentioned in a news media story, this is a great way to get people to catch up on your news!
When creating video content, think about how to tell a story. When you share a story or narrative about your organization, you increase the opportunity for people to see them. 80 percent of the decisions begin with emotions, followed by rationalization.
Most nonprofit organizations have a great history, and if they can translate them into a live video, that's even better. Mark Zuckerberg clearly stated that brands should "drive meaningful interactions between people … We've seen people interact much more with live video than normal."
Use Facebook with other platforms. For example, if you've found in your Facebook analytics that your videos and live streams have a high level of engagement, do not just stay on Facebook. Consider sharing this type of content on Instagram.
For nonprofit organizations, most of which have limited resources, it is important to keep up to date with the latest news in social networking and digital marketing. It is also important to find creative ways to promote their organizations without relying more and more on spending marketing dollars to focus on the content of their group or organization.