Your Facebook Page vs. Your Website

26 Sep

Most companies and nonprofits have both a website and a Facebook page, but which one should have more maintenance time? Which web address is projected to get more traffic?

On Mashable, writer Samantha Murphy reports on a new study conducted by Lab42 which found that about 50% percent of consumers think a brand’s Facebook page is more useful than a brand’s website (see full infographic below). “In fact, about 82% of respondents said Facebook page is a good place to interact with brands. But one of the top reasons to follow a brand on Facebook is to print coupons and discounts. The study revealed that 77% of those who ‘Like’ a brand on Facebook have saved money as a result,” comments Murphy.

As a nonprofit, why should you care what is going on with Facebook and the influence it has on its consumers? Quite simply, developing trends in the for-profit world will eventually make their way to the  philanthropic arena. Check out some of these stats from the same study:

  • 69% of Facebook users have “Liked” a brand just because a friend has
  • 50% of Facebook users believe that their Facebook page is more useful than their webpage
  • 73% have “unliked” a brand because they posted too frequently or had a bad customer experience
  • 36% of those who don’t “Like” brands on Facebook opt out because they don’t want to be contacted

As a nonprofit, there are some valuable conclusions that you can make from this study. First of all, peer pressure is alive and well regardless of your age. The more people you can get to “Like” your nonprofit, the more people you are likely to get to follow your nonprofit and spread the word of the great things your organization is doing. If the average Facebook user has 130 friends and 69% of users are likely to “Like” a product because someone else does, you have a strong chance at reaching a new audience.

Secondly, while 50% of users who believe a Facebook page is more valuable than a webpage may not seem like a majority, it shows the continued momentum that Facebook is having in social media. While many charities continually update and tweak their home pages, they often times neglect to post consistently on Facebook and update their timelines. A Facebook page may very soon require more attention as it becomes a destination for your supporters rather than just a side note.

Next, the frequency of your posts and the contact experiences of your donors certainly have an impact on your donor relations. Post too infrequently and donors don’t think of you. Post too many times a day and you become that pesky fly that buzzes around and is swatted at. A few times a week at different times during the day should suffice to reach all of your donors and their varying online schedules.

Finally, about one third of Facebook users don’t interact with a brand on Facebook because they don’t want to be contacted. Now here is the dilemma that many nonprofits face: if a donor felt that your cause was worthy enough to give to you once, they should be willing to give again. On the flip side, how long do you pester this person and spend valuable dollars on postage and mailers without getting any results? You could create a “one-time gift” check box and hope that others give since it is commitment free. On the other hand, it also depends on your type of charity. My best advice would be to try it out for a few months and see what your results are. A large part of fundraising is experimenting and the outcome is often times individualized to each organization.

Studies are published all of the time based on marketing research and technological advances. As a nonprofit and online fundraiser, it is valuable to assess and apply the results to predict the trends that are headed towards our industry. While not everything may apply or the estimated conclusion may not come to fruition, it’s better to create a hypothesis than to fall behind.

Check out the the complete findings from Lab42 study:

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2 Responses to “Your Facebook Page vs. Your Website”

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