Welcome to Facebook Fridays! Fridays at noon I take 15 minutes to help you navigate the crazy wilderness of Facebook for your nonprofit.
Today I answered your question: Should I create more than one Facebook page for my nonprofit, if we have many different programs and services?
First of all, I have to say that the way nonprofits approach Facebook, and social media in general, is all wrong.
I can tell that the approach is faulty by the framing of this question: Should we have more than one Facebook Page to promote all of our nonprofit programs?
Nonprofits (and a lot of brands in general) design their Facebook strategy with a what have you done for me lately mentality.
We have to flip that on its head.
It’s not about what Facebook can do for you – it’s what you can do for Facebook! (Ha.)
In other words – it’s not about you and what you want to promote or what you want to say.
It’s about your audience – what they want to read, what they want to watch, and what they want to learn.
Just because you have a Facebook presence does not mean that people will like it!
No one owes you their attention or their like or their follow. You have to earn it.
But before we get to my advice on how to earn that attention, let’s answer the question at hand.
Short answer: No, I do not think you should have multiple Facebook pages, especially with the recent changes coming to Facebook that are going to dramatically decrease public post reach and engagement.
It’s hard enough to get people to be interested in one Page, let alone several stand alone Pages.
Not to mention that having multiple Pages on Facebook may get confusing to your stakeholders.
Long answer: It really depends. Maybe you do need several Pages for your organization.
But do not base this decision on what YOU want. Does your audience want this?
Do you have a lot of staff capacity to create a comprehensive content strategy for each individual Facebook Page?
Remember what it takes to be successful on Facebook.
- You have to create consistent content that is valuable, helpful, and/or entertaining.
- You have to be a go-to resource on your issue.
- You have to share visuals and videos.
- You have to show up, engage, answer questions and comments, manage private messages.
So let’s change the question from SHOULD WE to WHY WOULD WE.
Why would we create and manage different Facebook pages? To what end? For what purpose?
What value would this provide to your donors and to your supporters?
As always, there is no one-size-fits-all answer, just my opinion, based on my years working in and with nonprofits.
Let me know what you think in the comments.
Want to learn more about how your nonprofit could use Instagram? Get the Ultimate Guide to Instagram for Small Nonprofits!
Get this free e-book and you will receive:
- Updated information on Instagram and the rising popularity of the visual social network;
- A step-by-step guide to setting up your nonprofit with free Instagram Business tools;
- A complete run-down and review of 10 specific ways to use Instagram to raise money and awareness for your cause - with real-world examples!
I provide you with all the tips and secrets that I use in my business and with my nonprofit clients, to get them results using Instagram! Sign up now to secure your spot!