Create a Page Strategy

Learn what goes into creating an effective Facebook strategy to ensure you get the most out of your online efforts.

What is a Page strategy?

A Facebook Page strategy is the set of activities you organize to achieve a specific goal. It can be short and specific, or long term with a series of campaigns and objectives.

Elements of a Strategy

  • Mission: The overall impact your nonprofit is trying to make.
  • Goals: What you want to achieve through your Page to support your mission.
  • Target Audience: The types of people you aim to reach with this campaign.
  • Content: The stories and visuals you’ll use to engage people.
  • Measurement: The metrics you’ll track to determine your campaign’s success.

Mission

What is the Overall Impact You Are Trying to Make?

It’s great if you already have an outline for how your program activities map to your mission statement. If you don’t, you’ll want to create a basic outline that shows how your organization creates impact. An outline for building a Facebook strategy helps you:
  • Make sure your Facebook activity contributes to the impact you want to make
  • Clearly communicate to people what you need from them and why
  • Create compelling calls to action
Below are some examples of mission objectives:  
Mission Goals Target Audience
Inspire global attention and action around climate change
Provide immediate relief to mothers and children who are affected by natural disasters in South Asia
Give middle school students in central Philadelphia a leg up through effective after-school programming

Goals

What Can This Campaign Achieve to Help Support Your Mission?

Your campaign should relate to your overall mission. What needs to be done to support or enhance that mission? How could a campaign on Facebook help achieve your program’s objectives? Starting with a list of ideas will help you choose a campaign goal or goals that are best suited for Facebook. TIP: Try to set narrow goals that are measurable. For example, if your mission is to decrease the number of children that suffer from malnutrition, try to break down the goal into smaller goals like: educate more parents about good nutritional practices, grow your email list to distribute information, or gather petition signatures to support a new piece of legislation. A few examples of Facebook campaign goals that support an organization’s mission include:  
Mission Campaign Goal Target Audience
Inspire global attention and action around climate change Raise awareness among 1M young people in Brazil about rising ocean temperatures
Provide immediate relief to mothers and children who are affected by natural disasters in South Asia Raise $50,000 to fund shelters and sanitation services for those left homeless by a recent earthquake
Give middle school students in central Philadelphia a leg up through effective after-school programming Recruit 50 new volunteers to staff a new rec center for the fall semester

Target Audience

Who Do You Want to Reach?

Look at the goals you’ve set for your organization and think about the ways in which people can help you achieve them. How do your programs fulfill a need or solve a problem that a potential supporter would care about? Broadly think about who might be interested and who may benefit from being involved with your organization. Figuring out the value you bring to a community is the first step in identifying your ideal target audience. When choosing your target audience, consider demographic and interest characteristics:
  • Demographic: This may include age, gender, location, ethnic background, marital status, income and more.
  • Interest: This identifies more about potential supporters’ hobbies, behaviors, connections, lifestyle and more.
TIP: To help you pick the characteristics to target with your posts (for both paid and unpaid posts), we recommend using the Audience Insights tool to choose the characteristics you want to target and see how many people fit that criteria. This can show you if you should narrow or broaden your audience criteria, as well as identify the top Page likes and typical activity of a potential target audience. Note that the Audience Insights tool is currently available on desktop only. A few example target audiences based on campaign goals include:  
Mission Campaign Goal Target Audience
Inspire global attention and action around climate change Raise awareness among 1M young people in Brazil about rising ocean temperatures Location: Brazil, Urban Areas Age: 13-35 Interests: Environment
Provide immediate relief to mothers and children who are affected by natural disasters in South Asia Raise $50,000 to fund shelters and sanitation services for those left homeless by a recent earthquake Gender: Women Age: 24-45 Demographic: Parents of children 0-15 Behavior: Charitable Donations
Give middle school students in central Philadelphia a leg up through effective after-school programming Recruit 50 new volunteers to staff a new rec center for the fall semester Location: Philadelphia Age: 18-25 Behavior: Connected to your Page Language: English, Spanish

Content

Content: What Posts Will You Create to Support This Campaign?

Once you’ve determined your goals and targets, the next step is to create a series of posts that reflect your objectives. You’ll want to present your message in a way that your target audience finds compelling and wants to engage with. Check out our section on how to Grab People’s Attention to learn more about creating great posts.

Measurement

Measurement: What Metrics Will You Measure to Determine Your Campaign’s Success?

A campaign’s success is determined by how well it’s achieving its outlined objectives. The results you measure should be tied to your campaign goals. It’s important to think through what metrics to measure and how you’ll track them. For example:
  • Reach: How many people see your posts
  • Engagement: How many people like, comment on, share or view your posts and videos
  • Conversion: How many people take an action, such as share, sign up, visit your website, attend an event or donate
For more on measurement, check out the Measurement and Tracking page. For more campaign strategy, check out a section related to one of your objectives: Raise Awareness, Activate Supporters or Raise Funds.