Tuesday, July 31, 2012

Do People Really "Like" Your Facebook Page?

Here's a sobering reminder for you: Just because your nonprofit's Facebook page has a lot of "Likes" doesn't mean people actually like it.

Carie Lewis, director of emerging media at the Humane Society of the United States (HSUS), said at a a session at the recent Nonprofit Technology Conference (NTC) in San Francisco, Calif., that success on Facebook is no longer about how many friends you have. "It's what happens after the 'Like' that matters," she explained.

Lewis went on to present research that revealed an average 90 percent of people who click "Like" never visit the page again, so it's imperative for your organization to come up with reasons for users to want to read your content. As easy as it is to click the "Like" button, it's even easier to click "unlike" or "hide content."

How do you make content more interesting for users? Lewis suggested the following tips:

  • Answer everyone.
  • Connect with your ├╝ber-fans.
  • Maintain a consistent voice.
  • Provide exclusivity.
  • Create your own memes.
  • Plan it out; but be flexible.
  • Don’t be so serious all the time.
  • Make real-world events social.
  • Use photos and video.
  • Show people how their time, money and efforts make a difference.
  • Pay attention to feedback.
  • Make friends, cross promote.

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