It recently came to light that Facebook’s changes to its News Feed are drastically reducing the reach of organizational fan pages. In its quest to manage overwhelming volumes of content for users and to generate revenue from brands, things could get worse: one well publicized internal source said unpaid, or “organic,” reach on Facebook could drop as low as 1% in the near future.
Non-profits and campaigns have spent years building up audiences on Facebook and many have seen some significant successes using the medium for growth and awareness building. Many social media managers have tracked a significant drop in engagement and reach metrics over the last few months, while others are using new strategies to maintain and even grow the impact of their Facebook promotions efforts. While the debate is far from settled what is clear is that last year’s Facebook strategy is dead.
Should groups and campaigns “divest” from Facebook and grow other communities? Suck it up and spend more money on promoted posts? Or lean in with new creative strategies?
In this one-hour webinar, senior digital strategist and Broadbent Institute fellow Jason Mogus facilitated a conversation with three experts providing advice to organizations in charting a path through the new reality.
ABOUT THE INSTRUCTORS
Jason Mogus is a Broadbent Institute Leadership Fellow and the principal strategist at Communicopia and the founder of the Web of Change conference. He has led digital transformation projects for some of the world's most recognized social change brands including Human Rights Watch, NRDC, the City of Vancouver, the Elders, the UN Foundation, and the David Suzuki Foundation. Jason currently supports over 60 environmental and First Nations groups working to stop the expansion of Canada's tar sands.
Beth Becker brings 20+ years of communication and marketing background to politics where she has consulted for numerous House campaigns, non-profits and unions. From trainings about digital strategy for the New Organizing Institute, clients and conferences like PA Progressive Summit and Netroots Nation, to managing a variety of pages and Facebook groups for causes and organizations she works with, Beth puts her knowledge to work on a daily basis. She is also a contributing blogger at epolitics.com and an avid activist.
Drew Bernard is the founder and CEO of ActionSprout.com, a Facebook app that empowers non-profits and political campaigns to engage supporters beyond like, share and comment. Drew co-founded ActionSprout after recognizing that a number of API changes Facebook was rolling out to better support app developers working with big brands could be leveraged by non-profits to build real, productive relationships with supporters on Facebook and off.
Drew has been helping organizations build productive relationships with supporters online since 2001. From 2001 to 2009 he worked at Groundwire.org where he helped create the strategy program and Groundwire Innovation Lab. Drew is a rabid supporter of entrepreneurship in both the for-profit and non-profit sectors and is active angel investor in Northwest US. He serves on the board of GetLittleBird.com and lives in Portland, Oregon with his wife and two kids.
Nadege Vince is the digital strategy coordinator at the David Suzuki Foundation, which runs one of Canada's largest environmentally-focused Facebook communities with over 300,000 people. A skilled communications designer with a post-secondary background in design and web development, Nadege has a keen interest in translating environmental research and policy issues into engaging content and visuals that reaches more widespread audiences.