How Tweet It Is! Mastering Social Media for Fundraising Success
Over the past few years, Facebook’s products, or “species,” have evolved with their users. In the beginning there were Facebook Profiles, which have friends. A profile can only be used to represent an individual and must be held under an individual name. Then a need was identified by Facebook from observing user behavior that groups needed to be developed. Groups have members. Groups can be created by any user about any topic as a space for users to share their opinions and interest on that subject.
The next iteration of Facebook’s “species” was pages. Pages have fans. Pages are designed to allow page admins to maintain a personal/professional distinction on Facebook, while groups are a part of your personal Facebook experience. If you're a group admin, your name will appear on that group, while pages will never display their admins' names. Additionally, when you take actions on your group, such as posting on your group's wall, these actions will appear to come from you as an individual. However, if you post or take other actions on a page you own, it will appear to come from the page.
Like your personal profiles, pages can be enhanced with applications that help the organization communicate with and engage its fans, and capture new audiences virally through their fans' recommendations to their friends. More than 3 million users become fans of Facebook Pages every day. Pages should only be created to represent a real public figure, artist, brand or organization, and may only be created by an official representative of that entity. Pages can be customized with rich media and interactive applications to engage page visitors. Applications can't be added to groups.
Twitter provides your organization with an opportunity to communicate its mission and purpose, but to do so with the challenge of communicating your thoughtful, action-inspiring message in 140 characters or less.
This character restriction includes every letter, space and every !, @, ? and # contained in the Twitter field. This may be a challenge because 140 characters are shorter than a typical elevator speech you might give when presenting the organization on the fly. It is also shorter than most public testimonials you want to give. The upside, however, is you are able to communicate many different things about your group or cause, more often and to people who are naturally interested because they choose to follow/friend/like your organization. Constituents will find you on Twitter and follow you if they care about your cause or a cause similar to yours.
Your organization should create a name and page look that reinforce the brand of your organization. The colors, layout, style, messaging and feel of your organization should be congruous with all of your organization’s other branding on your Twitter page. If you are a national organization, you should communicate that to all your branches, divisions, sites, etc., that there is one standard look with the same slogans and mission identity you utilize in all your communications.