Despite the emergence of new social media platforms, Facebook still dominates the social media sphere with 2.85 billion monthly active users worldwide.
Create an Association Page instead of a profile
Being visible to everyone, even without a Facebook account, creating your Facebook page for your association is already a first vector of external communication, which can be easily found via a search engine. The page is created from a “user” profile that becomes the “administrator” of the association’s page. It is then possible to recruit other administrators, editors, and even a team of moderators. All of these actors are also page moderators since they can interact with your community.
It is possible to add a group functionality, one or even several private groups. The objective is to be able to bring people together in order to facilitate exchanges, for example.
It is important to remember that Facebook’s algorithm has evolved in recent years, so it is important to know that the effectiveness of your associative communication has changed on the social network. Indeed, publications from pages have been set aside to highlight publications from profiles. To counter this dynamic, the easiest way was to sponsor page publications to ensure that their communications were well distributed. However, we advise you not to publish your information from a profile but from your Association page. Firstly, because profiles are reserved for individuals (Facebook relentlessly tracks fake profiles) but also because if the person managing the publications from their profile leaves the association, there is nothing left.
Customizing the page
Let’s start at the beginning. It is important when creating your associative page to think about a username, which will allow users to “find” you via Facebook’s search engine. For example, the association Les Petites Victoires du quotidien uses the username @ lespetitesvic.association which allows for better referencing in search results.
The visual is also important, users must be able to understand at a glance what the association does. The banner photo and cover photo are the first elements that your future subscribers will see, so make them want to join! For example, a photo of your members in action!
In order to make your page more dynamic, it is important to provide all the information about your association and to keep it up to date. To prevent the information from being drowned out by all your future publications, you can highlight certain tabs when they appear to be relevant to your associative activity. For example, you can promote the “Event” tab or the “Groups” tab.
Publications
In order to make the publications on your associative page more impactful, we recommend thinking carefully about your editorial line, the frequency of publication, and also the topics you will address. At the beginning, we tend to publish on many disparate topics, and some posts from your volunteers may not even fall within the scope of your association’s activities. That is why a clear editorial line must be thought out in advance and all the actors of the associative page must adhere to it in order to harmonize and standardize your messages to your community. (Who are you addressing, what message are you conveying, what tone is used, which publications are more effective…)
It is important to ensure consistency in the presentation of your publications. Use emojis, theme with brackets example [AG], [Volunteers], [News]. Write rather short texts, maximum 150 characters, and do not hesitate to tag volunteers, people. You can also add a geographic location to your post which will indicate the places where your missions take place, for example.
