As it was Mark Zuckerberg's birthday this week, I decided to take a look at what Facebook resources would benefit response teams. For some this may seem basic but if ordinarily you only use Facebook for personal use there are subtle differences worth knowing.
If all the Facebook users formed a country it would be one of the biggest in the world with a reported 1 Billion monthly active users. We have talked in the past about how social media in general can help publicise your team. But I wanted to talk about some specific features that will help your team reach a small chunk of these 1 Billion users.
Personal v.s. Public accounts
There are many self proclaimed social media gurus, who feel their ability to use facebook to publicise their personal lives makes them experts in all aspects of social media. However as I said there are subtle difference in how to get the most from private accounts versus organization or business accounts. Before you start posting your organization must set out a set of guidelines for use. At it’s most basic this is a list of what can and can’t be posted, but it is worthwhile covering what type of message and tone the organization wants to adopt.
Fan pages - Share your team success with the public
If you’re in a country with english as the first language, Facebook is quick route to a largest proportion of your community. You should create a page (not a personal user profile) and post regular information about your training, incidents, and any press you get.
Many teams only appear to the public in the case of a large disaster, this makes community awareness an issue. It’s a harsh truth but lack of public awareness can affect funding. Posting consistent content featuring what your team is doing behind the scenes to prepare for these worst case scenarios will help build some much needed community support and awareness.
Events - Invite your community
To get the most out of any your fundraising or community awareness events, you can share them with your facebook fans through the use of Facebook events. Your team members can also send out event invites to their own Facebook friends, extending the reach of your event. With the events feature you can get a nice idea of how many people are expected at the event as people can choose attendance options (Yes,No,Maybe) you can also share updates and details of the event.
Share content - Blog posts
It's worth registering a domain name for your team and pointing it to a blog or other news content management system that allows comments. Blogs are good to hold an archive of all your incident news, training, announcements, and other posts. If you use a blogging engine you should find an option to auto-post it to your Facebook Page so you'll only have to post to one location. Why turn on comments? If there's going to be any controversy, you want it to happen on your property where you control the conversation.
Content format - Share content with photos
Facebook is all about photos and I recommend you post a photo for each item with the news you want to share in the caption. Facebook ranks photos better than plain links to external sites as they would prefer you to stay on their site, because of this links tend to go to a smaller proportion of your audience.
Marc Healy - [D4H] Emergency Response Team Software Crew
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