By now, most organizations have some kind of online presence; having a website is almost de rigueur. And, of course, your organization is on Facebook – yes? But how do they differ? Why do you need both?
In general, your website is your online ‘brochure.’ It promotes your organization and gives information to customers and donors. It is generally a one-way informational outlet.
Your Facebook page may offer some of the same information as your website, but its purpose is different. Social Media is designed to be interactive. It is a tool with which you can share information and create a two-way dialogue with your consumers and donors. Consequently, your Facebook page should not simply be an iteration of your website.
Upgrading your Facebook Page
One way to engage with your audience is to utilize the many apps that are now easily available on Facebook. The screenshot below comes from BAM’s Facebook page. Notice the variety of add-on apps: two contests, events calendar, a map of it’s location, and information on membership options. What is odd, however, is the appearance of the tabs – hardly reflective of a company that usually cares a great deal about the looks of its marketing. Tab images on Facebook are now edit-able.
The Atlantic Theatre Facebook page is not much better. The RSS feed is a nice touch, but opportunities are still being lost. Why is the profile picture cut off? And again, the tab images have not been curated.
Fun Things you can do – for Free – with your Facebook page:
- Update your timeline back to your company’s founding – not to the date you joined Facebook. (For a great example, see New York Times’ Timeline: https://www.facebook.com/nytimes)
- Install third party apps. Apps to consider:
- Integrate an email capture app. If your organization uses Constant Contact or Mailchimp, this should be very easy. If not, you can use: https://apps.facebook.com/contactpage/?ref=ts
- Extended Info App — Atlantic Theater Company uses this app, but you can also add customized maps from Batchgeo.com. This can be especially useful if you have more than one location.
- IFrame App – iFrame gives you the option to either enter HTML OR, more simply, a URL that links to any site. Use iFrame to link to ‘purchase tickets’ options such as Smartix, or whatever other tool you use. You can also use iFrame to link to the Support Us page on you organization’s website.
- Keep your calendar / events up-to-date
- Flickr — especially if you already have an account
- Mailchimp newsletter
- Reskin your tabs to reflect your organization’s brand. While you cannot reskin the apps Facebook automatically provides, you can reskin all the others. You can reorder the tabs as well (except for the photos tab).