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Is Facebook Still Viable for Nonprofits?

facebook-questionmarkIf your organization has a Facebook page, then you’re familiar with Facebook’s endless tinkering with the algorithm. However, the bad press Facebook recieved for its part in the proliferation of “fake” news has caused the social media giant to once again meddle with the algorithm.

If this latest tweak has your wondering if Facebook is still a viable platform for your organization, or if your wondering if you will have to resort to paying to have your posts be visible, don’t delete your page just yet.

Aside from paying to boost a post, which can be an effective way to reach a targeted audience for a specific event (think guest speaker at a symposium or community themed event) Facebook can still be of value to your organization, but first you need to do a few things.


It’s time to check out your page’s dashboard. Open up the insights dashboard and dive into that data. Pay special attention to the breakdown of reach and engagement for each post.  


What types of posts get the best reach and engagement. Not every post is going to be a winner. Take that information and use it to craft posts that will get good responses.


Facebook is coming down hard on “low quality” links. Try to keep your links from sources that Facebook considers “high quality”.  Be sure to post your links in the link format, versus the photo format. By Facebook’s own studies this type of link gets twice as many clicks.

Also, don’t post too many links from outside sources, keep it to one or two a week.


Don’t just post and run. Social media has always been about engagement and now that is even more important on Facebook. Interact with your community, don’t just post and run and don’t treat it like its the bulletin board at the grocery store.

And, surprise email marketing is still an effective marketing tool. Why not use Facebook as a way to cultivate your email list. Use your page to encourage your supporters to join your email list.

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