Facebook can be a great tool for spreading the word when it comes to not-for-profit organisations, but there is a technique to posting content your audience wants to see.
I started volunteering as Food Plant Solutions’ social media coordinator in August 2015 and have been actively posting on the FPS Facebook page since September 2015. Food Plants Solutions helps people in developing countries to grow the best local foods to match their nutritional needs. I post 3-4 times per week with a mix of Food Plant Solutions news, inspirational quotes and fun updates.
I’ve put together some comparisons to show the extent of the relationships FPS has built online in the first five months of my involvement.
| August 2015 | January 2016 | Increase |
| Page likers: 478 | Page likers: 518 | 40 more likers, 8.4% |
| Number of posts per week: 2-3 | Number of posts per week: 3-4 | 1-2 additional posts, 33.3% |
| Average reach* per week: 394 | Average reach per week: 686 | 292 more people reached, 74.1% |
| Average engaged users** per week: 20 | Average engaged users per week: 24 | 4 more people engaged, 20% |
* Reach: The number of people who have seen any content associated with the page.
** Engaged users: The number of people who engaged with the page. Engagement includes any click or story created.
Some of the top posts (by organic reach).
- Australia Day honours: 756 people reached, posted 27.1.16
- Indonesian field guide: 526 people reached, posted 5.11.15
- Article after Karalyn’s ABC interview: 413 people reached, posted 14.12.15
There are a number of reasons for these posts reaching more people, including the good news angle, direct links to articles/interviews from third parties and using images in the posts.
For more information about using Facebook in business, have a look at this Hubspot infographic.
Do you use Facebook for your business? Which posts have you found most effective for you?
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