5 Common Mistakes Nonprofits Make with Facebook

The short answer: The five most common Facebook mistakes nonprofits make are stuffing keywords into the page name, forgetting to promote and cross-link the page, broadcasting posts without joining the conversation, ignoring Facebook Insights, and wasting the banner image. Fix them by using your real organization name as the title, cross-promoting the page everywhere you already have an audience, replying and asking questions instead of just posting, checking your analytics to see what works, and turning the banner into a clear statement of your mission.

Building and managing a strong social media marketing plan is important for every organization, including nonprofits. In many cases mistakes are made when building and expanding an effective Facebook presence. Here are five of the most common mistakes nonprofits should avoid when using Facebook as part of their landscape.

Adding keywords and descriptions to your Facebook page name.
Adding keywords to your Facebook title may seem like a great idea, but many don’t know, Facebook and search engines can penalize you for trying to trick the system. Your Facebook Page is meant to give an authentic representation of the organization. Use your organization name for your title, and take advantage of the ‘About’ section to give a comprehensive explanation of what you do.

Failing to promote your Facebook page.

Promoting your Facebook Page is crucial to your social media marketing strategy, but nonprofits rarely remember to cross-promote their pages across their other social media accounts. Adding like buttons, Facebook icons, embedded posts as well as activity feeds via Facebook plugins is a great way for nonprofits to promote themselves via their website. Other online marketing avenues like email blasts and offline marketing materials can also help nonprofits cross-market their Facebook Pages.

 

Pushing out too much content without contributing to the conversation.
Like real life conversation, social media is about relationships. So it stands to reason that having a conversation with your followers is a must. In addition to posting updates about your mission, some of your posts should include things like replying to visitor comments, asking questions and soliciting feedback, sharing other people’s posts, commenting on other industry posts as well as gathering opinions and taking polls.

Not keeping a close eye on Facebook Insights.
Facebook Insights is an analytic tool that gives you an overview of how engaged your followers are. Using analytics is a great way to adjust your strategy and make sure you’re providing useful content for your audience. This will help to grow your following, and provide great content.

Not taking advantage of the main banner image space.
The first thing people see when they come to your page is your full-width banner image. Customizing the image to visually describe your mission and the benefits you provide, is a great way to quickly convey an important message. In addition, you may want to consider placing a tagline that prominently sends a message to anyone who visits your Facebook Page.

 

These are just a few pitfalls to avoid when you sit down to plan your social media strategy. Trial and error is the best way to determine what works best for you, so try different strategies and keep the ones that are the most successful for you.

Frequently asked questions

What are the most common Facebook mistakes nonprofits make?
Five show up again and again: putting keywords in the page name, never promoting the page, posting at people instead of talking with them, ignoring Facebook Insights, and leaving the banner image generic. Each one quietly holds back your reach. The good news is that fixing them costs nothing but attention.

Why shouldn't a nonprofit put keywords in its Facebook page name?
Facebook and search engines can penalize a page that stuffs keywords into its name because it reads as an attempt to trick the system. Your page is meant to be an authentic representation of your organization, so use your real name as the title. Put the keyword-rich explanation of what you do in the About section instead.

How can a nonprofit promote its Facebook page?
Cross-promote it everywhere you already have an audience. Add like buttons, Facebook icons, embedded posts, and activity feeds to your website using Facebook plugins, and mention the page in email blasts and printed materials. The goal is to make it easy for people who already know you to find and follow the page.

How often should a nonprofit post on Facebook, and how do you avoid posting too much?
There is no magic number, but the bigger mistake is pushing out content without ever joining the conversation. Mix your mission updates with replies to comments, questions, polls, shared posts, and comments on other organizations' pages. Social media is about relationships, so treat it like a two-way conversation rather than a bulletin board.

What is Facebook Insights and why does it matter for nonprofits?
Facebook Insights is the built-in analytics tool that shows how engaged your followers are. Checking it regularly tells you which posts work so you can adjust your strategy and give your audience more of what they respond to. Over time that feedback loop helps grow your following.

How should a nonprofit use its Facebook banner image?
The full-width banner is the first thing visitors see, so make it earn its place. Customize it to visually describe your mission and the value you provide, and consider adding a short tagline that sends a clear message at a glance. A generic or empty banner wastes your most prominent piece of page space.