As we found out during our October Best Practice Network webinar with Joe Waters, cause marketing is a hot topic right now. And as their more than 800 million users can attest, Facebook is also doing pretty well.
Recognizing this, Cause Marketing Forum has just released a whitepaper that connects the two major technology trends for us. “Cause Marketing on Facebook: Truths, Tips and Trends from Pioneers” is the first in-depth study of cause marketing on Facebook. It’s a digestible, easily applicable resource to learn the why, when, who and how for brands running cause marketing campaigns on Facebook.
VolunteerMatch will be hosting a special Best Practice Network webinar in December with Megan Strand of Cause Marketing Forum to get an in-depth tour of the whitepaper – so I won’t give away too much of it right here. I’ll just give you an idea of the topics covered so you can go download the report and tune in to the webinar.
The first question the white paper addresses is “why?” Why Facebook? Beyond its hundreds of millions of members, what makes it such a good platform for cause marketing? It’s not just the numbers, it’s the nature of Facebook itself, and how people use it. People want their friends and followers to see the good they are doing – it becomes a part of their online identity. This incentive is the bread and butter of cause marketers on Facebook.
The whitepaper goes into detail about all the different types of cause marketing campaigns that can be run on Facebook, from the ubiquitous but soon-to-be obsolete “Like” button to the new trend of gaming for good. Other types covered include Action-for-Donation, fundraising apps, branded activities and voting campaigns.
The whitepaper presents a list of emerging best practices that cause marketers are finding on Facebook, as well as common pitfalls and how to avoid them.
Some Best Practices
- Both partners – nonprofits and brands – should invest in social media training.
- Decide beforehand what constitutes success so everyone is on the same page.
- Strategies for reaching the holy grail: True engagement.
- Don’t underestimate the power of incentives, of all shapes and sizes.
Some Common Pitfalls
- Facebook is definitely NOT a place to be traditional. Experiment and take risks!
- Be prepared to NOT have control.
- “If you build it, they will come,” is generally not true.
In the end, the most valuable message the whitepaper provides is that cause marketing on Facebook is still a new and rapidly evolving field (especially since Facebook is still a rapidly evolving platform). Therefore, experimentation and flexibility are key to unlocking the power of Facebook for consumer engagement in social good campaigns.