Facebook was not a good year this year. Congress was prompted to question Mark Zuckerberg and Cambridge Analytica about their activities. Zuckerberg and his colleagues used the opportunity to modify Facebook’s algorithms again. If you are smart about it, this could still bode well in your nonprofit’s favor.
Facebook has decided to focus its news and events on local news. Campbell Brown, Alex Hardiman, and Alex Hardiman, of Facebook announced that people will now see more news on Facebook coming from local sources.
After the bad press and the scrutiny they received over user data privacy, the decision to focus more on local news content for their users was made in order to make sure their AI could root out fake news and low quality content. We will see if this happens. If nonprofits are smart enough to report on their local communities, this is a positive change that could benefit them.
Zuckerberg announced in January 2018 that Facebook was changing its algorithms. He stated that it was returning to its basics. It will prioritize posts from friends and families over brands. Brands were initially shaken by this announcement, but they eventually figured out how to capitalize on these changes. Your nonprofit can do the exact same thing.
Facebook has been making it harder for brands to achieve organic reach over the years. We all know this. Your brand could have an excellent organic reach regarding the work of your non-profit in the old days. Today, organic reach is below the single-digit mark and in decline. Experts believe that Facebook and other platforms will continue reducing organic reach to zero through their AI, which will make it mandatory for every brand to “pay and play.”
Many videos on Facebook have the sound turned off. This is a key point to remember when you create video content. How can you make an impact visually?
You should create content that is relevant to Facebook. This will help you get more engagement. Facebook’s best practice for getting engagement is to keep it concise and use great photos and videos. This is not Instagram!
You should be smart about how you get on people’s feeds. If you have valuable value-add information people may want to see, it might be worth paying to get it onto their newsfeeds. There are many ways to place ads and sponsor posts. But, be careful and budget wisely to ensure you get the most bang for your buck.
Create a press release if you have any news about your organization including staff changes, successful fundraisers and new location moves. You should remember that Facebook values local news. This is a great way to let people know about your news.
Create video content that tells a story. If you tell a story about your company, people are more likely to be interested in it. 80 percent decision-making starts with emotion and then goes on to rationalization.
Nonprofits often have great stories. Live video can help them tell it. Mark Zuckerberg made it clear that brands “should encourage meaningful interactions among people… We’ve witnessed people interact a lot more with live videos then regular ones.”
You can leverage Facebook with other platforms. You can use Facebook to leverage other platforms, such as Instagram, if your live streams and videos have high engagement. This content can be shared on Instagram.
Although there is no guarantee that PR will work, it can have a tremendous impact on your business. Just ask Paris Hilton. A few key facts every business owner should understand about PR. PR is a powerful tool that can increase your reach and creditability. It can also drive more foot traffic into your business. This article will help you to get into the news.
Local media outlets can be owned by large corporations, so if your story is of national significance, it may be possible to get it picked-up in the national media. Local media outlets are much more likely to take your pitch seriously than national media outlets or Oprah. Remember small media gets big media. We’ve all seen it on Johnny Carson, where producers find obscure articles in backwater newspapers and give them national coverage.
Choose the most appropriate media. It can be the local newspaper or local radio station, as well as the Internet. Each one has its own advantages and drawbacks. The New York Times will often publish an article on the frontpage and TV stations follow suit. Some stories are better suited than others for newspapers. It all depends upon the visual nature of your story. My Success Gateway, LLC was featured in every media outlet: newspapers, television, radio, and the internet. TV is a master at bringing emotions to life through storytelling. Radio can sometimes beat a story to death by engaging in deeper conversations with subjects. Newspapers are visually-oriented and can make it easy to read charts and diagrams on paper. Internet can be visually and visually segmented.
Be aware of who to ask at the media outlets. Contact the local reporter covering your story, whether it is a sports writer, a Local news writer or an entertainer writer, if you plan to speak to the newspaper. You will need to contact the “assignment editor” (or the “assignment staff”) to pitch your story in television. You should know if you are interested in your story being pitched on Rush Limbaugh’s radio show and what the station is like. You can call the show to ask for the show producer and pitch the producer. Make sure to contact the owner or editors of the site via the internet.
Make your story relevant. Give it a hook! If you are a masseur who hosts a marathon in your city every year, organize an event for marathon runners. Explain to them that massages can be a better way to take care of their bodies. Next, call the TV station and tell them that you, Mr. Expert Masseur will hold this event (hook), after the marathon, for runners who have completed it with back pain.
Make the story promoteable. When the news station covers other stories, it will say that we will be back with advice on how you can manage your back pain for the upcoming marathon. The assignment editor can share this idea. This is what they think, let them do it for you, and help them visualize the story.