The Girl Guide & Boy Scout motto of ‘Be Prepared’ is valid in almost everything in life, and no more so than when creating a Facebook Strategy for your organisation. Think before you leap
The most effective strategy to employ when using Facebook for your organisation or community is to engage, interact and encourage participate – don’t just broadcast. And as with most things, one size does not fit all. Do your research and be mindful of your audience.
The first step is to decide what you actually want to achieve through your Fan Page.
- Do you want to raise your organisation or community’s profile?
- Do you want to increase your customer base?
- Do you want to reach a specific community (young/old, ethnic groups…)?
- Are you interested in raising revenue or increasing your income?
Break down your overall goals and see where and how Facebook can help, but be realistic with what you want to achieve.
Make your Facebook goals SMART (Specific, Measurable, Agreed & Timed). Here are some examples:
- Increase our mailing list signups by X in the next X months
- Increase our website traffic from Facebook by 25% by April
- Increase age / ethnicity / gender / geographical range of our Facebook community by 20% before Christmas
- Conduct an audience survey to determine where to expand and diversify our presence, our products or the delivery of our services
- Identify your target audience
Develop an internal approach
- Which social media platforms / management tools do you want to use?
- How will you integrate them?
- Who will be responsible for the day-to-day use?
- How will you deal with situations – good or bad – on your Facebook Page and on other social media?
- What training and education do you need?
- What are the risks and how will you manage them?
- What policies and practices do you need to develop or adjust?
- How will you use Facebook to manage your relationship with other organisation and maybe even the media?
Plan efficiently so that you get off on a ready good start and develop a positive profile for your organisation.