how to:How To Get the Most out of Facebook Causes
If you've created a Facebook cause and managed to gather a lot of supporters, the next challenge is a big one: what do you do with them all? How can you harness a Facebook cause for offline change? We put that question to Causes' Susan Gordon, who offered the following pointers.
After you've recruited a good number of people into the community, the key is to create solid calls to action and ways for people to get involved. Begin by brainstorming what these calls to action might be - what types of people make up your supporters, and what do you want them to do?
How can you leverage the quantity of supporters represented by your Facebook Cause membership? Consider creating a petition aimed at the audience you're trying to influence. A petition can be useful because you can print it out and deliver it to prominent members of the community you are directing your actions at. You can create a petition right on your Cause, and get everyone you know to start spreading it around. For a good example check out the petition created by the documentary film The Cove - they got an advocacy group called the Earth Island Institute to sponsor and pledge to deliver the petition.
Consider creating a tool-kit to offer supporters. With this, they can more easily approach members of the audience your campaign is targeting, presenting this audience with persuasive and actionable information. Send out downloadable tool-kits for all members of the cause to print out and take with them as they talk to influential people (on the specific issue) in their communities. This was used to great success by a cause called Keep Arts in the Public Schools - the administrator sent a toolkit to his cause members and asked them to use it to lobby their local school boards for more arts funding.
Share more videos. Videos are one of the most powerful ways to spread a message. Even better- make videos that are targeted directly at the context you're working in. If both your supporters and the audience you are targeting are, say, Pakistani, then get well known Pakistani media figures to appear in a short video about the cause. Many videos on Causes have gotten amazing numbers of views. Here's an example.
Here's an ask you can and should always be making to supporters is for them to post more of their stories on the cause wall. Do they know someone who has been directly affected by the issue at hand? Do they encounter the topic in their day to day life? Pose these questions on your wall to try and foster community and a substantive discussion that will not only help strengthen the movement, but also connect cause members with each other.
Do a photo contest. You can offer a prize to someone who posts the best picture of them selves while they are out using the tool-kit or engaging with the issue in some other way.
Create multiple causes for multiple audiences. You don't have to lump everyone into one community but you can create local communities that will be more focused and get more done.
Do you have tips and tricks for getting the most out of Facebook Causes? Share them in the comments below!