Increasingly, I come away from any conversation about Facebook and “how to use it” and “how to maximize ROI for our nonprofit” feeling a little dirty.
The Facebook IPO and ensuing investigation has a lot to do with this but the fact that all went down the way it allegedly did doesn’t seem surprising.
What’s a bigger problem is that nonprofit organizations (and many other businesses and campaigns) are putting significant resources into a platform which has little interest in their needs and a terribly cavalier attitude towards data. No this is not a privacy rant.
The launch of Facebook Promoted Posts will be met by some organizations and social media marketing wizards as a great opportunity. (For info on how promoted posts work check out this very good piece over at SocialFresh…no need to recreate the explanatory wheel here)
Basically, advertisers are paying to place and keep content in and/or near the top of your Facebook stream. Ads right there under photos of your cousin’s kids and your friend’s note about last night’s concert is an ad for feminine hygiene products (tailored to your age and gender…I’m hoping I don’t see that ad).
Hey, Facebook is a massive corporation that must maximize profit (heck, make a profit). Expect to see more of this. It’s just business.
Is this where nonprofit organizations should be focusing their relationship building time and money? The answer is probably well, yeah, at least some of it. That’s unfortunate. Be sure to find and reach people in meaningful ways in places and with systems that you can control.
* Image by socialfresh