Social Media on Purpose: Facebook

Propellus sent our storyteller, Kim Wright, to Stanford University for the Social Media on Purpose conference.  The conference made for non-profit organizations, to help them learn ways to better engage their community through social media. She came back brimming with insights to share with our members.

Stay tuned for more insights from Kim from the Social Media on Purpose conference, Twitter is up in June!


Stanford University is in Palo Alto, California – the heart of Silicon Valley where Google is headquartered and is just a short trip to Twitter and Facebook’s headquarters.

The speakers came from organizations like Twitter, LinkedIn, Tumblr, social media royalty Beth Kanter, and Facebook, to name a few.

Call me a social media nerd, but it was pretty cool to be at a conference where you could be in front of someone who actually works at these social media giants, and knows their platforms better than anyone else.

In this blog post I will focus on what I learned from Libby Leffler – manager of partnerships at Facebook. Leffler started her talk off with a quote from Mother Teresa, “If I look at the mass I will never act, If I look at the one I will.”

It is a beautiful quote that in this context can be boiled down to a basic journalism principle, concentrate on a single face for your story. “People who focus on one thing, with a clear call to action have a lot of success,” says Leffler.

Leffler spoke to three main areas where non-profits can more effectively leverage their presence on Facebook.

Post more, Post Often 
Of all the questions Leffler gets asked, she says that the most common one is: What time of day should I post? How many times a day should I post?

“Think about the content you have, and how that dictates how often you post,” says Leffler. “Post more and post often. Don’t fixate on the number of times you post.”

If you have a big event coming up, or a new program about to launch, you will probably be posting more often, there is an ebb and flow.  However, she warns facebookers to be authentic above all else. “Sharing more brings people closer to your mission, but be authentic.”

Tell your story/Photos have impact 
Leffler spent a good part of her talk on photos and videos and the impact that they have on the Facebook audience, she also hit us with a stat that was a little mind boggling – on average, posts with a photo have 180% more engagement that posts without.

“Rich media draws more attention in newsfeed as photos and videos take up more space,” says Leffler.

It’s as easy as that, photos and videos take up more space, so they draw more engagement. Leffler also said that shaking your posts up now and then can help, if you usually post photos, try a video and vice-versa.

Her advice for photos and video? Get an Instagram account (if you don’t already have one) and link it to your Facebook page.

Insight Driven Decisions 
Using Facebook insights (Facebook’s program that measures your Facebook engagement), you can get a great sense of your audience, Leffler says. Insights are also your best friend when you are trying to play around with your Facebook channels and trying to do new things.  “You can test to figure out how to reach your audience, these stats matter,” says Leffler. “Make your social media decisions based on you insights.”

Community Matters 
…And so does authenticity.

“Build a community. Inspire your community though inspiring posts linked to your mission,” says Leffler. Connect with people in a real way. Your community is your audience. Using Facebook tools, like Insights, can help you determine when to post and what to post (ie. Photos, text, video etc.) and help you build your community.

Leffler also dropped a pretty interesting little piece of information. Facebook will be adding new “insights” to the insight page, she just didn’t hint about when.

Leffler ended her session with something to really think about while Facebooking for Good… Your organizations story is competing with a persons family and friends on the newsfeed, when a person shares something on Facebook, it is telling something about themselves. So your stories/posts have be really compelling.

-Written by Kim Wright, Storyteller

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