How Facebook Changes Affect Your Entire Organization (And You May Not Even Know It)

5 Responses to How Facebook Changes Affect Your Entire Organization (And You May Not Even Know It)

  1. Kevin Sprague

    Fantastic post – I’ve been trying to get my institutional clients to focus on engagement metrics as a driver to site design and internet strategy for years – with limited success. I’m a fan of organizations working in ways that reduce their friction between thought and action – and facebook has been a great tool for many orgs because it is EASY to use – compared to their own websites in many cases. For smaller organizations, the argument should be made that facebook IS your website – and your own site should be a simple information portal – when are you open, how do I get there, and how much does a ticket cost.

    We manage many sites for cultural organizations and when you look into the long term analytics it’s always the same – after home page, 90% of the traffic hits “directions” or “visit” and maybe the “exhibits” landing page but go no deeper. Web visitors seek answers – likely because engagement has already happened on some other platform be it facebook, instagram or something else.

    Another great post Colleen – looking forward to a follow up with the data that I know you have behind this!

     
  2. Laura

    Really great post Colleen. I’ve been digging into your cost to acquire audience formula and am curious to know if you have any data about how organizations tackle the social media job – dedicated staff person? Cross departmental collaboration? Farm out?
    Also – we are investing quite a bit in Facebook advertising — how (or do you) differentiate that from post boosts?

    Thanks!

     
    • Colleen Dilenschneider

      Hi Laura! Approaches to managing respective social media functions vary greatly by the organizations. For some organizations, it is a full-time, dedicated position. At others, it is a team of dedicated persons. In any event, it is increasingly challenging to imagine the opportunity as a “spare time” job. Farming out seems to lack sincerity (because third parties often have a hard time providing brand authenticity and are not as agile in having answers to specific questions that need real-time responses regarding operations, collections, etc.). Cross-departmental collaboration is critical in my experience. (Here’s an article on why that might be of interest!)

      I recommend considering current engagement protocols: Are you able to quickly and efficiently engage on social platforms with agility? How long are your response times to questions and comments (“near real time” is increasingly expected by the market)? Do you have any periods when you’re “going dark” on social media (e.g. weekends or after hours)? If you find that your not as opportunistic, responsive, and available as the market demands suggest, then this would be a good case for expanding this staff function. One of the risks of not meeting this market demand is that a lack of responsiveness may simply result in audiences tuning you out. In other words, if someone posts a question on the weekend and doesn’t get a response – or if the response comes hours later – then they may simply disengage with you. The data suggest that social platforms are increasingly a portal for engagement – for many audiences, it is their first impression of our organizations. Also, ongoing content that “walks your organization’s talk” matters.

      Facebook advertising and boosting serve different purposes and facilitate a bit different brand perceptions. We’ve found that boosting appears more organic (it “shows” the kind of content you post and what you care about – which is particularly important for evangelists/potential members/supporters to see and to remain engaged if they already follow you), but advertising is seen as advertising (and it also tends to be better targeted and may be helpful in reaching new potential visitors)! How much an organizations budgets for each should be contemplative of an organization’s overall engagement strategy and how the organization is reaching audiences on the whole. In other words, this part of the distribution may be different among organizations – but realizing that Facebook/social media is an important investment is key.

      I hope that this helps a bit!

       
  3. Dijana Pita Costa

    I feel the same – really informative and great insight! I actually attended a training on social media and Facebook particularly. An interesting question came up. Somebody asked how much budget our organizations spend on Facebook. The answers varied, it was between 0 – 20% of the whole budget intended for social media. This is the situation in Slovenia. How is the situation in US in this regard? Thanks.

     
    • Colleen Dilenschneider

      Thanks for your question, Dijana!The US situation is similar in that many organizations differ in how much they boost based on their integrated engagement strategies and how they leverage these assets. The key is realizing that Facebook and other social media platforms represent important investments – both in staff time and boost/promotion budgeting – that are critical for reaching audiences today. There are all kinds of articles advising organizations to spend X or Y on boosting, but it is truly about your overall engagement strategy. My recommendation working with visitor-serving organizations is to first create a plan for experimentation with regard to boosting. Start out with smaller boosts on specific types of (usually particularly engaging, mission-based) content, monitor feedback, and then increase boosting over time so that it is clear that the TYPE of content being boosted is getting the appropriate amount of attention so as to enhance reputation (thereby playing a role in driving visitation, as I cover in a number of articles). I hope that this answer is helpful!

       

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