Facing up to the Facebook challenge

Ellie Adamo By Ellie Adamo

Managing your social media effectively can be crucial to the success of your campaign. But, with the number of advertisers on the site doubling in the past 18 months alone, generating leads from Facebook is getting ever harder, as a recent article in Third Sector acknowledges.

So how can you make sure you stand out in a crowded marketplace? Here at Consider we pride ourselves on keeping a beady eye on what does and doesn’t deliver on social media sites. Read on for our potted guide on the pitfalls to avoid and the strategies to embrace.

Golden rules for Facebook mastery

1. Get engaged

The first step to living happily ever after is to get engaged! And be committed about it. That means connecting with your followers as often as resources allow – and particularly when a campaign is live. So, to the best of your ability, monitor your comments, respond to them and start a conversation. If you can, get your case studies or beneficiaries involved in the dialogue too. Your responses provide a great opportunity to get across your organisation’s personality and values.

2. Quality not quantity

Facebook is becoming increasingly selective and 75% of newsfeed content comes from organic posts. So it’s wise (not to mention cost-effective) to focus on one, high quality, well-thought-out ad for every three or four organic posts – then focus your energies on managing your Facebook page in the most effective way possible.

3. Perfect timing

Put some thought into the timing of your posts. So don’t post on a Friday afternoon if you’re not going to be able to respond until after Bank Holiday Monday! You won’t be giving the impression of an organisation that cares about feedback if you’re slow off the mark.

4. Mind your manners

Say thank you when people respond. Of course, this is easier when people say nice things. But be prepared for negative comments too. If you don’t have the resources for someone dedicated to managing comments, make sure people have a crib sheet on how to respond to less favourable posts. This will allow for some calm, clarity and consistency. Be transparent – don’t hide or delete comments, as this could make you look unprofessional and untrustworthy. Instead, show that you value and appreciate all feedback. Of course, if you get trolled, there’s no need to respond – keep a dignified silence and report to the relevant authorities if appropriate.

5. Tools of the trade

Like all masters of media you need to ensure you’re equipped with the right tools to collect donations and support fundraisers. Luckily, there are new ones available which are well worth checking out – visit to find out more.

6. Ask the experts

Finally, the experts here at Consider are well-placed to advise you on how your organisation can maximise its Facebook impact – so feel free to pop in for a coffee and a chat about what would work best for you.

Ellie Adamo

Ellie Adamo

Account Director

Ellie embodies that covetable combination of razor-sharp strategic skill and an instinctive ability to connect and engage with people. She cut her teeth in commercial advertising, but moved to fundraising agencies when she found charities ignited her passion in a way that banks never would. We’re delighted to benefit from her considerable experience, read more about Ellie here.