There is nothing worse than when you know how to do your job but your board won’t let you because they don’t understand. And because they don’t, you must not either. Of course, you can’t show your Facebook powers because your hands are tied.
Here’re 4 things that your board can do to help you rock Facebook and help you articulate your argument to get the support you need.
Often the work you do on Facebook is not considered “real work.” Maybe because it is so nebulous and seems like goofing off. Likely they don’t know how to under it; they can post family photos, but that’s not the same as cultivating an active supporter base.
Ask them to get involved a little bit. Let them experience what it takes to do it right. A simple task ought to do the trick, a little social monitoring or community management. If you’re running ads, ask them to create, post, and monitor one of their own.
The Pilot Project**
Ask for a pilot project, 6 months or a year and reporting monthly. Your hypothesis being something like “we can get more likes by sharing content that gets people excited about the mission objective, regardless of the source of the content.” Of course, you know this is a solid strategy and frankly what Facebook is designed for, but they are skeptical and need to see data. So ask them to trust you, then give them the data.
Let You Work
This issue is really about trust. You know Facebook, and you know hoe to use it. And because they don’t, you don’t; this is an obvious logical felicity. Your board hired you to manage their social media because you have a unique skill set that they don’t possess, not to mention that they don’t have the time.
Use the pilot project to get the data you need to prove it and get them involved so they can see that your work is “real.”
Give You A Budget
First remind them that a good deal of money could be saved by not doing the typical print communications, which are often tossed right in the round file anyway.
Advertising on Facebook doesn’t cost much. You can set a budget, so you don’t spend any more than you have and there is no minimum. No need to make fancy ads, just boost posts!
ActionSprout ran a project to test the value of ad credits for nonprofits, and the results have been amazing. Many organizations have simply boosted content and tripled their page likes and quadrupled their reach or more. An animal shelter ran an ad and saved the life of a dog; the cost? $2.16. Pretty inexpensive way to save a dog. The point being, it doesn’t require a lot of money to see great results. It does take a bit os skill and a good deal of consistency.
Beyond that. ActionSprout is here to help. Our core mission is to change the world by helping nonprofits be successful on Facebook. If you need help, just reach out to us, and we’ll do everything we can.