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Facebook supports local news and it will help your nonprofit organization

2019-04-09 News No comment

This year is not very good for Facebook. News about Cambridge analysis and Mark Zuckerberg was asked to testify before Congress. Zuckerberg and his team use it again as an opportunity to change Facebook's algorithms, and if you are very smart about it, this still bodes well for your non-profit organization.

The big news is that Facebook decided to focus on local news and events. Facebook's Alex Hadiman and Campbell Brown announced: "Now, people around the world will see more news from Facebook on Facebook, from their current cities and other cities they may care about. ""

The reason for this is that after disaster release and review, they received information about user data and privacy, and users who are concerned about more local news content are seen as a smarter way to ensure their AI is better. Destroy low-quality and “fake” news content. In fact, it remains to be seen whether this will happen. However, if they are smart enough to produce news locally, this may benefit non-profit organizations.

In addition, Zuckerberg announced in the first month of 2018 that Facebook's algorithm has also changed, and the social media giant will return to the foundation. It will prioritize posts from friends and family, not brands. Initially, the news made the brand feel chilling until they figured out how to take advantage of these changes. You can also do the same for your non-profit organization.

How to let Facebook serve you

We know that Facebook has been adjusting its algorithms for years to make the brand's organic reach more difficult to achieve. In the good old days, your brand can provide a high level of organic influence for the work of your non-profit organization. Today, organic coverage is at a low single-percentile and is declining, and some experts believe that Facebook and other platforms will continue to allow their AI to limit any organic coverage to zero, which will force each brand to “pay for it” .

  • With the sound turned off, you can view 85% of the videos on Facebook. Keep this in mind when you create video content. How can you make an impression on the visual?
  • Use best practices to create Facebook-specific content to get involved. For Facebook, this means keeping short and sweet on the copy, using video or beautiful photographic images, and if you use tags, use no more than one. This is not Instagram!
  • Be good at getting in touch with people's news sources. If you have important value-added information that people might want to see, you may have to pay to get people's news coverage. You have the opportunity to sponsor posts and advertisements, so be prepared to spend money, but be wise and plan as much as you can to get the most out of it.
  • If you have more news about your organization, including new hires, location moves, successful fundraising events, creating press releases and promoting news to local media. Keep in mind that Facebook is giving priority to local news, and if you have the opportunity to participate in news stories, this is a great way to get people to know your news!
  • When you create video content, find out how to tell the story. As you convey stories or narratives about your organization, you are increasing the chances people want to see it. 80% of decisions start with emotions and then rationalize.
  • Most nonprofits have a great story if they can translate it into a better live video. Mark Zuckerberg made it clear that the brand “should encourage meaningful interaction between people… We have seen people interact more in live video than regular videos.”
  • Take advantage of Facebook and other platforms. For example, if you see your video and live content have a high level of engagement in Facebook Analytics, don't just stay on Facebook. Consider sharing this type of content on Instagram.

For non-profit organizations, most of them have limited resources, so it's important to keep track of social networking and digital marketing news. It's also important to come up with creative ways to promote their organization without having to always be on the go – more and more – spending marketing money to get any eyeballs about the content of their group or organization.

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