HSUS has more than 100 pages on its Facebook network, with six full-time staffers and a social media intern dedicated to keeping them updated. If that sounds like a lot of work, it's because it is. That's the kind of effort you need to be successful with the popular social network.
During a session at the annual Nonprofit Technology Conference (NTC), titled “Why I Don’t ‘Like’ You,” Carie Lewis, director of emerging media at HSUS, offered some suggestions about nonprofit should not do on Facebook:
- Post too much or too little.
- Only talk about yourself. Constituents can see right through it if all you’re doing is self-promotion.
- Post nothing but text, with little or no video or images.
- Sell, sell, sell. If all you do is push your products or ask for donations, it could feel like a used card lot.
- Ignore questions or disable comments. If constituents just wanted to read, they’d go to your website; social networks are social.
- Automate posts. Facebook users might not be on Twitter, so talk to them like Facebook users, sans hashtags.
- Not link to social media from your website.