ETA: I probably should have clarified that my higher-ups do not particularly care about FB - they know we need a page, we have one, and as long as we continue to have one and I don’t go completely off the rails that’s all that matters to them. The pressure is purely self-applied. Also, I think there’s some potential here, and while we’re never going to go viral, I think we can expand our audience and clarify a message about who we are and what we do - so that’s sorta my goal.
I’m a complete social media novice, but by dint of being the only millennial in my small organization, I’m now in charge of our Facebook page. Crap.
As quick background, I work for a non-profit association that represents the interests of 20 community organizations around our state. Each community org is self-contained and distinct, but they work together through us on regional and state-wide projects. We also handle some marketing for the community groups. The community orgs are pretty easy to understand, but the work my association does would not make a ton of sense to the general public.
The guy who ran the FB before just reposted content from our member orgs a few times a day. Our page has about 200 likes, but I’d guess that half of them are this guy’s friends. (For reference, our member organizations’ pages each have 5K -10K likes. So even in our tiny niche we’re doing badly.)
I want to do more than repost from our members. But it’s hard to figure out how to do that, and that’s why I need the help of the GT hive mind. There are a bunch of obstacles (beyond my personal ineptitude) to developing a coherent “voice” - here are my thoughts so far:
- Time: I already have a ton on my plate, as does everyone else. We can’t be online constantly responding to things the way you need to to develop a good presence. This is my day job, and I am not going to be tweeting and posting after work and on weekends. (Also, I’ve asked: we can’t get an intern. Our internal regulations make it stupid hard to bring people in on a “non-permanent” basis.)
- Audience: There are 3 groups of people I can imagine going to our Facebook page: The general public, potential marketing partners, and state legislators (we do a lot of advocacy work). The messages to those groups don’t overlap a lot, and we can’t decide who to target.
- Relatability: There is nothing exciting or interesting about the day-to-day of our org. “DoomPuppy is filing paperwork!” “Quick pic of CoWorker drafting meeting minutes! #superinteresting”. The story of our members is WAY easier to relate to, so it’s easy to default to their stories, but that erases my group and makes us an aggregater instead of a distinct entity.
- Politics: Our member orgs are known for being pretty liberal. But it’s a red state, and we work with lots of legislators. I can’t post or comment in a way that could come back to bite us. (So if an org posts a story about, I dunno, the treatment of returning veterans, I could repost and say something like “really great analysis”, but I couldn’t say, “Another example of why the VA needs to be totally revamped”. Gotta stay neutral, because we need support from conservatives.
- Lack of personalizing: that’s a terrible way to summarize this, but basically, I can’t use my own voice - I need to write and post in a way that could be taught to and emulated by someone else, because I won’t be running this thing forever, and the tone of the organization can’t do a 180 when I go.
I know none of you have the answers to these very specific issues, but if you can point me at any resources, or example pages, or talk to me from your own experience, I’d be super grateful. The articles I’ve found about driving interest on social media all ask for a level of commitment and personalizing that I can’t commit to, or are super general and useless. I really want to be successful at this, but I feel like I’m starting from absolute zero here.