Facebook

There is bound to be overlap in the articles but if we could divide up the information under these two headings regardless I think it would be helpful in the end for our presentation and write up.
 * Facebook Case Studies**

ROUND 1) (Who has had success with facebook, why should they use this site?)

_ Hello! I've redone the FB section- here is a rough draft with references and case studies still to be inserted. I'll be updating these. The headings have been included just for easy editing. I still have a bit to go, but it'll be done quite soon- sorry for the delay. >  Facebook is an interactive social networking site which allows a user to create a profile page which is accessible by other Facebook users. This profile incorporates several multimedia capacities and communications utilities which can be used to communicate with these users, and to create One of the most compelling reasons to includfe a Facebook page in an NPO's social-networking PLATFORM is its near-ubiquitous use. Years of heavy adoption have given Facebook an online 'population' of over 400 million users (Facebook Stats). This level of use provides the organization with access to a large base of potential participants. Any NPO hoping to establish an effective social networking plan would do well to include a Facebook presence in their web presence, as it represents one of the most highly populated social media, and contininues to show the highest rates of use and adoption of the major social networks (NielsonWire.com, 2009)
 * **What is Facebook (INCOMPLETE)**


 * -Occupies dual role, as BROADCAST and DISCURSIVE- expand^**

While a discursive relationship between the NPO and its stakeholders can lead to more coordinated and effective efforts, the resources required for the admini=stration to engage in direct communication with interested individuals can prove overwhelming. Discussion requires a significant amount of time and energy, and organizations with limited human resources may find that this type of communication exceeds their “communicative capacity”, where the "ongoing process [of social networking] can impose time demands on already over-extended staff and volunteers, and requires the commitment of specialized human resources that may not exist or already be at a premium"(Greenberg and MacAuley, 2009). This is especially true if the presence of involved, participatory communication is replicated in the NPO's other social networking applications. Maintaining a Facebook page allows the NPO to provide a highly interactive presence without dedicating their limited respources to online discussion. While Facebook profiles incorporate discursive and interactive elements, when incorporated into an NPO's social networking efforts, “they are frequently used as an adjunct to wider dissemination platforms. In other words, they are used by organizations to ‘broadcast’ information -less often do organizations use them as a way of exchanging ideas with members, supporters or even critics.” (Greenberg p13). A facebook profile provides an effective means of disseminating information to its stakeholders, and can retain an element of interactivity without overtaxing the resources of the organization.
 * **BROADCAST:**


 * -Institutional Information**

The structure of a Facebook page makes it an ideal focal point for the web presence of an NPO. It can serve as a 'broadcast' style information disseminator, providing users with institutional information about who they are, what they do, and how to contact them. Like the organization's website, the Facebook profile is used to portray the 'brand' of the organization and the nature of their operations. Through the selective use of profile photographs, organizational iconography, and textual updates, the NPO can use the Facebook page to convey an impression of the organizxation's 'identity' and the nature of its mission. An effectively constructed Facebook profile will provide sought-after institutional information regardin the institution's mission, history, administration and contacty information. The disclosure of this information is a crucial element in estavblishing accountability and trust in the organization (CITE WATERS OR GREENBERG). By using their Facebook profile as a means of disclosing important institutional information and conveying a sense of responsibility and familiarity with the organhization's mission, the NPO can increase their ability to attract participants, both on and offline.
 * Case study**- American Red Cross' Facebook page incorporates elements of the ARCs branding and philosophy in order to clearly convey their brand and mission to Facebook users. The familiar logos of the Red Cross are used, and the dominant imagery and headings reference disaster relief and health concerns, demonstrating the field of the ARC's operation. Other institutional information is made easily accessible, much of it by prominent linking to the ARC's website and other chapters of the Red Cross.

**Messaging / Email**

Facebook's private messaging system provides an effective extension to the NPO's 'broadcast' based communications. It allows immediate and targeted disclosure of news and information to individuals, or to mass groups of the profile's 'fans'. The message system can be seen as a Facebook-specific form of email, and can act analagously to traditional 'mailing-list' forms of NGO communication. XXXX REFERENCE FRIENDRAISING- EFFCTIVENESS OF MAIL? XXXUse of this system provides a means of rapidly distributing important and actionable information directly to its audience, often emphasizing a 'call to action' related to the message's subject. XXXX CITE EMAIL MANIFESTO XXX

While it overlaps with the 'broadcast' roles of the website and traditional marketing, Facebook profiles create a dicursive space where the organization can interact directly with its audience. This interactivity is the essential element of social networking, and is how an NPO builds a relationship with its audience. By engaging users in the processes of information dissemination and discussion, an NPO can increase their visibility of their organization (QUOTE NEEDED) and can strengthen their relationship with online stakeholders. Unlike the static forms of media operating exclusively in a 'broadcast' paradigm, the Facebook profile of an NPO is a dynamic and changing representation of the porganization. Its various capabilities allow for constant updating and expansion. The appearance of activity on the Facebook page increases CONFIDENCE in the organization's efforts and engagement with their audience- a dynamic Facebook page encourages repeat visits and stimulates the user's interest in acquiring further information about the organization, its work, and the related field. The user takes an interest in the work of the organization, becoming invested and engaged in its operations. (THIS NEEDS QUOTES – Waters et al 2009?)
 * **Discursive /interactive**


 * -content aggregator**

Facebook has been designed to serve as a sort of socially-oriented content aggregator, gathering together media and communication from a variety of sources and collecting it into one personalized, archived feed. A fan of a Facebook profile can access news, multimedia, and discussion oriented around the page owner. This provides the NPO with a customized and interactive interface with which to engage the user through provision of content related to themselves and their mission.


 * -News Source**

The profile page's ability to display most popular forms of media makes it an excellent source of news and information regarding the organization's mission, either related directly to the mission or to its related social issue. This content can be generated internally, either by online stakeholders or the NPO itself, or can come from external sources not associated with the NPO's operations. The organization is given a platform where it can create a specialized news sources which introduces the user to their area of operation and the need for its involvement, and establishes them as an important and informed provider of up-to-date information in their philanthropic field. The presence of this news source will attract the ongoing of sharehgolders, and can increase their awareness of and engagement in the NPO's strategic issues.

An effective way of maintining a dynamic Facebook page and retaining the interest of followers is to take advantage of the site's multimedia capabilities to convey different types of message related to the NPO. Videos and photographs can be used to disclose the activities of the organization, and to demonstrate its role and the impact of its operations. The work of the NPO becomes more relevant to an individual if they are shown that their chosen organization is directly benefitting from their own interest and participation, and that the organization itself is successful in its efforts. (PROOF?) A Facebook profile also allows for participatory use of its visual media capabilities by its supporters. It permits users to upload their own visual content related to the organization's work, providing compelling examples of user participation, and showing the organization in action as well as the environment in which it operates and the necessity of its involvement. By encouraging user participation in the uploading of media content, the user becomes actively involved in the process of online promotion of the NPO, and personally invested in their mission.
 * -multimedia – user gen**

**Case Study: INCOMPLETE** The American Red Cross' Facebook page displays extensive use of visual content. Linked posts contain images on the wall, and the video and photo sections are extensive and frequently added to. The organization's Youtube content is provided in its own tab. The profile page current contains 24 videos, 10 of which have been contributed by users. Much of the videos show on-the-ground operations of the Red Cross in crisis operations. The ARC Facebook profile contains 3 folders of images, largely showing Red Cross iconography or products available for purchase. In addition, there are 180 fan-generated images available for viewing which also show the Red Cross in action, document meetings with political figures, and contain message-based graphics supporting specific Red Cross efforts and events. This significant body of visual content makes the page attractive to online audience, and successfully demonstrates the impact of the Red Cross' ^Mention that other media is not archived but appears in feed

The discursive elements of the Facebook poage are most apparent in its built in discussion areas, where users and stakeholders can respond to posted content and engage in direct communication with the NPO and other individuals within the organization's online community. This dialogue strengthens the relationships between participants and the organization, and provides an opportune space for the user to provide feedback about the NPO's objectives and efforts. For instance, the organization can gain a measure of how motivated their stakeholders are by a piece of posted information by observing the number of 'like' responses it receives. XXX QUOTE GREENBERG RE FEEDBACK. The user can engage in dialogue in the comments of status updates and posted content, As previously mentioned, the human-resources cost of participating in the discussion elements of an NPO's social networking campaign can be prohibitively high. However, an organization with limited resources can benefit from the discussion-based areas of a Facebook profile without incurring these costs, as it is often not necessary or efficient to engage in direct dialogue with styakeholders. XXQUOTE necessary???X If an organization is successful in attracting and retaining a suffecient online community for its Facebook presence, and provides and promotes areas of discussion within the page, this engaged community will often develop significant amounts of dialogue without requiring any direct conversation with the NPO. If the organization can provide sufficient coverage of pertinant, stimulating issues and content which will interest its fans, it can capitalize on the community building benefits of online conversation this content will generate without requiring significant investment in time and attention.
 * -Discussion areas**

XXX CASE STUDY ARC COMMENT THREAD DISCUSSING FLOOD ACTION


 * - 3rd Party Apps**

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successful NPO FB pages http://www.bostoninteractiveblog.com/?p=154

ROUND 2) (How others have used it to have success, what works?)