Facebook, fundraising

This Is What Nonprofits Need More Than A Facebook Donate Button

6 Comments 18 December 2013

Have you noticed that your organization’s Facebook page reach is down lately? Very much so? That’s because Facebook has recently made changes to the way page content appears in newsfeeds. In an internal document leaked to Ad Age, Facebook reveals the future demise of organic post reach and importance of paid post reach. To quote […]

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NYCEAC stars upon thars FB cover

Facebook, search engine optimization

Playing The Facebook Ratings Game

4 Comments 15 November 2013

This week, Facebook changed the way it wants users to look at Facebook pages. Two days ago, Facebook began prominently displaying a page's ratings (from zero to five stars) directly below the page name, and above to the number of Likes. Those of us who spend our time focused on developing an engaged fan base, offering valuable content, and creating conversation and/or community on our pages now have to play the Facebook Ratings Game. If I had the talent of prognostication, I'd predict that Facebook will change its search algorithm to display Facebook search returns that are influenced in part by the number of stars on a page. I don't want to jump to conclusions, but everything in my experience working on this channel tells me that Facebook is getting ready to change its game.

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Pew Internet Social media users landscape

Facebook, social networks, Twitter

Connecting and Finding Fans: The Demographics of Social Media Users

3 Comments 20 March 2013

The Pew Internet and American Life Project recently published The Demographics of Social Media Users, detailing the demographics of social media users by age, ethnicity, household income, gender, urbanity, and education and platform. It's no longer enough to broadly assume that "everyone is on Facebook, professionals are on Linkedin, and women are on Pinterest." Our thinking about our online audiences, and potential fans, must be more sophisticated. If an organization works with urban youth, then look to Instagram, Tumblr and Twitter. If you want to engage young adults, think beyond Facebook to Twitter, Pinterest and Instragram. If you want to specifically attract African-American stakeholders, do not leave Twitter and Instagram out of the mix.

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Seattle Public Library suggestions post w:photo

case studies, engagement, Facebook

The Intersection of You and Them is Value

6 Comments 10 December 2012

What is the Seattle Public Library doing that is so radically different than 90% of the Facebook Pages out there? Offering value. In the case of the Seattle Public Library, they've clarified the intersection of what they can offer, and what their Facebook fans want. That intersection is a personalized, customized, online library experience. And boy, are they offering value for a Like.

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Rate of FB Page Fan Growth Benchmarks report

Facebook, metrics

Benchmark Your Facebook Page with the 2012 Benchmarks Extra Report

6 Comments 15 June 2012

M & R Strategic Services and the Nonprofit Technology Network have just released a critical report about Facebook benchmarks which seems to validate a lot of current assumptions, and sheds light on previous unknowns. The report analyzed Facebook Insights from July - December 2011 of 37 very large nonprofit organizations, such as the AARP, Human Rights Coalition, and Oxfam America. The resulting report offers some insightful benchmarks for large nonprofit organizations: average number of Facebook fans, the reach of a Facebook update, who sees the updates, the average number of people who will be Talking About This per 1,000 Facebook Fan users, and more specific benchmarked types of engagement.

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Image courtesy of bartunde, Creative Commons license

engagement, Facebook

Returning to Facebook Groups

24 Comments 31 May 2012

A friend recently asked me: "What are you excited about now in Facebook?" Without hesitation, I replied, "Facebook Groups." Yes, Facebook Groups, not Pages. Facebook Pages were never designed for real and deep community-building, and I've begun to believe they will never be successful at this. Written off and abandoned by almost every organization I knew once Pages beefed up its functionality three years ago, Groups is where the real community engagement is happening now.

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FB timeine apps overview


Facebook Timeline Apps: New Way to Engage?

8 Comments 23 January 2012

The introduction of timeline apps are the next iteration of Facebook's strategy to know everything you like on the web and what you're doing right now. Besides giving Facebook a lot of information about what you like to do, the new open graph timeline apps will also give application developers a lot of information about what you like to do. The potential benefit for organizations that develop timeline apps is two-fold: offer greater exposure within Facebook to potential supporters, and accrue valuable personal information about supporters that use the application. I think this is a potential game-changer for how brands and organizations will use Facebook. In this blog post, we review what is a Timeline app, how it works, who has developed them already, and the potential of Timeline apps for engagement. I'm personally a bit doubtful about whether or not it will deepen online engagement, which I consider at the end of this blog post.

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own the conversation

engagement, Facebook, social media strategy, Twitter

Own the Conversation

9 Comments 03 November 2011

What is your organization's primary topic of conversation online? If you don't know the answer to that, you may find that is the crux of the issue with your online strategy. Without knowing and owning the online conversation topic, your organization is doomed to wander aimlessly about in the online desert. To get at this, I often ask this simple question: "What about your industry or issue is so interesting that you want to have a conversation about it?" Taking this simple question a step further, I'll often ask: what topic of conversation is interesting to potential fans, can define your organization, but isn't about the organization itself? Knowing your conversation, then owning it, offers a map through the online desert to real engagement, trust-building, and advocacy. This post includes three examples of nonprofits who really know what their conversations are about, and execute them superbly.

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engaged dog

engagement, Facebook, metrics

Consider Yourself Engaged: the New Facebook Insights

8 Comments 20 October 2011

Facebook's newly-revised Insights is such a significant change that it is a game-changer in the social media space. With the new Insights metrics, Facebook is boldly telling the Facebook community and its competitors that the most important social network metric is real online engagement. Everything about the new Facebook Insights is focused on helping page administrators understand how well their page's content is being received, shared, and talked about within Facebook. Facebook believes that you should know and need to know how engaging your content really is. And they want you to do something about that. In this post, I analyze why it is such a bold move, why engagement matters, and what a game-changer the new metrics has become. This is the future of measurement.

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Facebook, New and Improved on the Social Web

New and Improved on the Social Web: Delicious and Facebook

7 Comments 07 October 2011

This week I'm launching a regular blog feature called "New and Improved on the Social Web." In this regular roundup, I'll be highlighting some of the latest changes and iterations to social media platforms, apps and tools, and commenting on their implications. This roundup includes an overview of delicious' new Stacks feature for creating shareable curated bookmarks around a topic, and two important changes to Facebook's pages, open commenting feature and new Facebook Insights.

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Debra Askanase is an experienced digital engagement strategist, non-profit executive, and community organizer. She works with mission-driven organizations to develop digital strategies and campaigns that engage, create trust, and move stakeholders to action. Debra speaks at conferences worldwide on the intersection of technology, social media, and nonprofit organizations.

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