Facebook continues to remain the largest and most successful social media platform, at least in the USA. This means you must have a “facebook strategy” for your organization. Increasingly this also means that you also need to be allocating a part of your paid media (ad) budget to facebook.
What is the single most important thing that my organization can do to increase our success on facebook?
A: Stop talking about yourself. Stop posting photos of your CEO meeting some famous politician. Stop posting press releases. Stop posting white papers. Stop posting policy wonkery.
Social media is social. People (your customers and members) want to see baby photos, not your latest white paper or policy paper.
A: Video No longer is it enough to re post something from your YouTube channel. You now must upload your video directly to facebook AND you must be producing video specifically for the facebook newsfeed. This means adding text and making sure that people can understand the content without hearing a thing. Buzzfeed was the first to understand this.
NOTE: Last year Dakin Associates created three of the top 25 posts on facebook for progressive organizations including the number one post in the world. Click here to see these posts
What I have for you:
Some useful articles on facebook strategy.
A video selfie President Obama did on his trip to Alaska to showcase the impacts of climate change on the people who live there.
Some ideas and resources.
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Upworthy saw their organic engagement on facebook decrease rapidly and decided to invest more in original content. This is a good strategy if you are in the content business. If you are not, I still recommend a mix of both your content AND curated OPC (other people’s content).
“Frustrated by stupid client criticism, Irish graphic designers Mark Shanley and Paddy Treacy decided to turn their favorite worst feedback into posters. The guys worked together on so-called Sharp Suits series with a team of other ad creatives, designers, animators, directors, illustrators and more, who must’ve all appreciated a chance to let out some of their exasperation in a creative way.”