Facebook content lessons from nonprofits

Your fans want to feel involved and altruistic, and so do many of their friends. Tap into that benevolence to engage—and expand—your loyal audience.

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Successful Facebook page content can help nonprofits tell their story through engagement and can add significant value to their news feeds and their friends’ news feeds.

It’s not enough to post high-quality content that informs your target audience. Nor is it enough to post content that your fans enjoy consuming. For your content to be shared, fans must want to connect with it as part of their personal online narrative.

Page managers must create content that helps their target audience express themselves to their friends. Successful page managers use the following five techniques to create content that people want to engage and be connected with—and you can, too.

1. Bring a smile

We all love a post that makes us smile, yet marketers often feel pressure to stay on message. This translates into being overly somber, because organizations fear that making light of something could cheapen their brand.

If you’re creating content for an organization with a serious mission, find tasteful ways to inject humor into your Facebook posting regimen, and your overall reach and engagement will go up.

2. Inspire

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