What Schools and Nonprofits Should Know About Facebook and Messenger
Every time I check the number of users on Facebook, it increases. The last time I saw it, it was around 1.2 billion active monthly users. As of this article, it’s now over 1.3 billion. Let’s face it. Facebook is the king of social media. Sure it’s mature as far as social media increase snap score goes, and many of the kids today prefer other tools such as Snapchat, but Facebook is still a place where you should have your presence. (And, by the way, Facebook is looking to appeal to the kids with disappearing messages similar to Snapchat).
Most people who like your page will probably never return. That’s a fact about Facebook, but just because they don’t return, it doesn’t mean you shouldn’t have a page for your nonprofit or school.
That said, if people like your page, remember they’ll likely get some of the content you’re placing on Facebook on their timeline. If they like what you’re putting out, or better still, comment on it, they’ll continue to see your content on their timeline. If you post rarely and they don’t see it, the reality is your nonprofit or school page will fade off their timeline.
That’s how it works with social media these days. It’s all about engagements. Algorithms with Facebook, Instagram, and Twitter, for example, are set up to feature what the bots believe you want to see. The more you like, the more you comment, the more you’ll see and build relationships with those people and brands.
So, for your school or nonprofit, it simply means you have to post on Facebook. Actually, correction-you need to not only post on Facebook, you have to post engaging content on this social media platform. I’ll share with you that we post to Facebook every day. During the week, we post several times a day across our brands. And, we make it a point to post things that people want to read and see. Every article has an image or video. And when there is no accompanying copy, we’ll share a great picture with a quote. Our brands continue to grow because we do this day in and day out. Consistently. Period.
Facebook Messenger is something not a lot of nonprofits or schools take advantage of, but should. Initially, it was integrated into the Facebook platform. Then, it became its own stand-alone app. And today, more than likely, you have a separate Messenger app downloaded on your mobile. This is all by design brought to you by Mark Zuckerberg.
Think of Messenger as “the app for everything.” Zuckerberg and his team wanted to keep the integrity of Facebook with its happy faces and article shares on your timeline. With Messenger, you are able to get a whole new host of things. You can send video or audio messages, chat and make phone calls. Over 700 million people now have Messenger around the world and actively use it monthly.
The more important reason to understand Messenger is because it’s about messaging. The way we communicate has gone from face-to-face, to the post, telephone, email and now messaging. In other words, we live in a world of immediacy. Formalities and borders are disintegrating and it’s all because of what we can do with technology and how we communicate.
Here is a practical reason why your school or nonprofit could use Messenger. You might have a committee working on a project. Create a group in Messenger and have people work together and collaborate on the platform. Inevitably, your supporters are going to look for your Facebook page or ask you about it, because if they’re working on Messenger, it makes sense to support your organization on Facebook.
Here’s what you have to understand about Zuckerberg’s app for everything. He wants to create a place within Facebook and Messenger where you will never leave. You will operate-and so will the rest of the world-within that environment. Like it or not, that’s the master plan. You will reside in that ecosystem. Other companies such as Amazon and Apple are doing similar things.
With respect to social media, Facebook has a great advantage in making that a reality over its competitors simply because it is the king of the proverbial social media “jungle.” The bottom line is that your supporters and champions are on Facebook and Messenger and if I had to pick a single tool to dominate with on social media, I would do that one if I worked at a school or nonprofit.
We will soon live in a world on Messenger where you will routinely buy products or services, make donations to charity, and book an appointment with the dentist through Messenger. That is what Messenger is becoming. Zuckerberg and his team are working on figuring out how to build a seamless ecosystem on mobile as if your desktop or the rest of the Internet had never existed. In other words, it’s instantaneous and it’s all on Messenger.