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Your Message Media &Direct Intelligence’s guide to
 Facebook andNon-Profts
directintelligence
Convergence Marketing Strategies
 
FACEBOOK AND NON-PROFITS
directintelligence
Convergence Marketing Strategies
Socialnetworkingsitesareonlineoutletsusedtoformcommunitiesbasedaroundparticularinterests.Forexample,Friendsterstartedasasimplewaytoconnectwithfriends,Myspacestartedaroundafocusonmusic,LiveJournalaroundpersonal blogging,andFacebookaroundcollegesandconnectingwithclassmates.Facebookhasbeenaroundforafewyears,butonlyrecentlyhasbecomethe biggestandfastestgrowingonlinesocialnetworkingsite.Itwasstartedin2004byaHarvardstudentasawaytoconnectwithclassmatesandsoonexpandedtoopenupitscommunitywithotheruniversitiesintheUnitedStates.Until2006youhadtohaveavalidschoolemailaddresstoevenjoin.Thisrequirementwouldplacemembersinaparticularnetworkforcommunicating.Forexample,astudentatUCBerkeleywouldbeinthenetworkcalledBerkeley.Itwouldthenbesimpletoseewhateventsandactivitiesweregoingoninyourcommunity.In2006Facebookopeneditsdoorstoeveryoneover
the age of 13. At this point, the site really took o and no longer just focused on the
collegecrowd.
WHAT IS THE CURRENT FACEBOOK AUDIENCE?
Therearemorethan160millionactiveusersonFacebookandit’sgrowingeveryday.IntheUnitedStatesalone,therearemorethan45millionmembers.Ofthese,25.5milliondefinedthemselvesasfemaleand19millionasmale.Yourtargetaudienceisonline,andonFacebook.
HereisthebreakdownofthoseusersthatreportedtheirageintheU.S.:•13-18year-olds:8.2million•19-25yearolds:16.6million•26-35yearolds:11.6million•36-45yearolds:4.8million•46-55yearolds:2million•56-65yearolds:1millionSomeotherfunfactsaboutU.S.usersonFacebook:•morethan5millionstatetheyarecollegegraduates•morethan7.9millionstatetheyareincollege
 
FACEBOOK AND NON-PROFITS
www.direct-intelligence.net
•about4.5millionpeoplelistCaliforniaashome•98,000memberslisttheenvironmentasaninterest•171,000listhealthasaninterestWanttoseeifyourtargetaudienceisonFacebook?Youcansortbycountry,state,city,sex,age,keywords,education,workplace,and/orrelationshipstatus.Todo
so, go to hp://www.facebook.com/ads/create/. Use “Step 3: Reach the exact audience
youwant”tosee.
CONNECTING TO PEOPLE ON FACEBOOK 
Facebookalwaysallowedwaystoformcommunitiesthroughnetworksandby
creating Groups. In recent years, it also began oering other ways to network such as
throughPagesandCauses,andbeganallowingexternally-developedapplicationsandinformationintothecommunity.Forexample,youcanplayScrabbleinFacebook,read
about the work of your favorite nonprots, and when you rate a restaurant on Yelp ora movie on Netix, you can have it link to your account. If a user chooses to allow it,
thisinformationisputontheirpageorMiniFeedandfedtotheirfriendsviatheNewsFeed.Attheendof2007,Facebookalsostartedallowingpaidadsintothecommunity.
NEWS FEEDS and MINI FEEDS
NewsFeedsappearonaperson’shomepage.Itlistswhat’sbeenhappeningamongfriends.Havetheygivenmoneytoacauseorbrokenupwiththeirpartner?Thisiswhereapersongetsmanyoftheirupdatesontheironlinefriends’lives.Ifyouaremarketingamessageoranorganization,thisiswhereyouwanttobe.ItisaveryimportantwaytogetyourmessageoutintotheFacebookworld.SohowdoyougetamessageintoaNewsFeedanyway?ThisisthroughMiniFeeds.AMiniFeedisapersonalfeedthatjustshowsinformationaboutoneperson’s
activities. It shows if anything has changed recently on their prole, if they’ve joined
anynewgroupsorcauses,orifthey’veupdatedanycontentoraddednewcontent.ThisiswhatgetspulledintoaNewsFeed.Iftheindividualdoesn’twantanystories
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