As PR practitioners, we want to mobilise our target audience towards helping us achieve our goals. NGOs are often working with limited resources so it’s crucial those responsible for running your organization’s Web 2.0 media capitalize on the opportunities offered by Facebook Pages.
Case Study: The Oaktree Foundation
The Oaktree Foundation is a prime example of how to use Facebook to mobilise your target audience through two-way communication.
Oaktree’s website has links to each of their social media platforms visible on each page.
A steady, substantial online presence is key and Oaktree’s Facebook Page is both lively and diverse in content.
Facebook makes content easy to Share “the movement” with friends.
Oaktree post frequent messages and visual evidence of the progress its volunteers are making towards their goal as “Young people working together to end global poverty”.
‘Likers’ of the page are alerted when Oaktree’s website is down, and this proactive dialogue is in keeping with the foundation’s character.
Oaktree’s content is channel specific and reflects their target audience. It focuses on outreach and generating discussion.
Some other tips:
As Darren Barefoot notes, it’s super important to link liberally to relevant issues and discussions current in mainstream media.
Use of Facebook’s scheduling tool will reduce your stress and help to optimize readers per post.
Facebook Pages can also have integrated Apps and are measurable through Facebook Page Insights.
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