We don’t use Facebook to buy things, and we don’t use Facebook to follow the latest news from consumer brands.
We use it to connect with our friends! Same thing goes for Twitter and Pinterest, although Twitter and Pinterest are more about discovery.
The nonprofits who know that they are a distant second priority with Facebook users have achieved 95% of the mindshift required to be successful on Facebook.
Another important step in this mindshift is to appreciate what people are naturally willing to do on sites like Facebook:
How Facebook enables frictionless actions
Facebook removes psychological and technological friction points to increase social sharing and other doable actions.
There are two components to frictionless sharing on Facebook:
- Actions that make sense (psychology) – Facebook allows app developers to use gestures other than“like” for news feed stories. For example I just “completed” a run with Runkeeper.“Completed” works better because although I definitely completed the run, I may have not “liked” it.
- Permission hurdles removed (technology) – Timeline apps asks permission only once to access and share a user’s data. As shown below in the RunKeeper app, it’s easier for me to understand what the app needs to work. The app authorization also lists activities that will appear, and allows me to choose who can see your activities.
It’s important to realize that frictionless sharing is about removing both technical AND psychological hurdles to sharing.
Meaningful Facebook actions
For example someone can “Sign” a petition, “Support” a project or “Join” a challenge (as shown above). Facebook users are more likely take these types of meaningful actions.
You can also import ActionSprout user’s names and emails into your email marketing software. From there you can use email marketing as a way to ask for deeper actions, like volunteering or donating.