New Media for the Networked NGO Content and Measurement for Facebook Presenter: Beth Kanter E-Mediat is funded by the Middle East Partnership Initiative.

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New Media for the Networked NGO

Presentation transcript:

New Media for the Networked NGO Content and Measurement for Facebook Presenter: Beth Kanter E-Mediat is funded by the Middle East Partnership Initiative of the United States Department of State with support from Microsoft Corporation and craigslist Charitable Fund and administrated by the Institute of International Education

To understand how to organize, create, and measure a micro content strategy for Facebook Facebook: Learning Objectives

Content Strategy: Organize

Chop Shop Facebook Micro Content Strategy: Chopping Existing Content Into Smaller Pieces

Chop Shop Example Web Site Content: Images

Ten Tips for Creating Content That Gets into the Newsfeed 1.Variety of content types and consistency 2.Short: 80 characters or less for status updates 3.Eye catching images with bright colors and relevant content 4.Include a call to action: share, like, comment, caption this 5.Celebrate milestones, share news 6.Timely topics with the right frame for your audience 7.Experiment with varying time of day/day of the week/frequency 8.Repeat proven stuff 9.Always be commenting 10.Curate from other similar pages

Variety of Formats: Photos, Videos, Status Updates, Links Photos Status Updates Videos Annotated Links Questions

Short: Less than 80 characters

Eye Catching Relevant Images

Experiment with Time of Day and Day

MonthContent/TypeTopicTime MondayQuestion TuesdayPhoto WednesdayVideo ThursdayLink FridayQuestion MondayQuestion TuesdayPhoto WednesdayVideo ThursdayLink FridayQuestion Facebook Micro Content Editorial Calendar

Use the Facebook Insights Tool

Blue = Reach Green = Engagement - People Talking About Purple = Content Size of circle = frequency Where are the Mountains and Valleys? What caused them?

Blue = Reach Green = Engagement - People Talking About Purple = Content Size of circle = frequency

Had highest virility rate

Learning: Post fun geeky visual stuff that is useful on Fridays

Small Group Exercise: Plan A Month of Facebook Content 1.Each table has a different focus area – go sit at a table that matches your NGO’s focus area Focus Areas: Youth Education Women's Issues Civil Society Poverty Reduction All Other 2.Look at your editorial calendar and the ideas for FB content 3.Use the tips to further define your Facebook Content 4.Extra credit: If you have a laptop and can get into your Facebook Page, take a look at your Insights metrics and see if you can notice any patterns about what content your audience likes.

Reflection: Think and Write What are some of the ideas you had for Facebook Content? If you were able to check your Facebook data, what content did your audience like? Did that surprise you? What is one step you will take with planning and implementing Facebook content when you get home?