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I was recently working with some partners on a charity’s Facebook page. We were having a little trouble getting everything we wanted in place because, like any good Americans, we wanted it all and we wanted it now! We wanted our landing page to have reveal tabs and donations page to have “tweet to friends”, our posts to be written by Benjamin Franklin and our art carved by Michaelangelo! Erm. Yes.

Well the one thing we were forgetting is that community development is a long term goal, not an instant conversion. We should be happy we get a “like” to start with and thrilled to get a donation down the road.

We’d gotten in so deep at that point our page plan was a mess! So what did we do?

We took a step back, had a couple beers and logged out of facebook went to our facebook page and said, “Lets pretend we’ve never heard of this charity ever. It doesn’t matter how we got here, but now we’re here. What do we see?”

Then we started asking questions: Having looked at our landing page for 2 seconds do we know what the page is about? is it worth a like? Why not? What can we do to make it worth a like? Ok, now we liked it- now what? And so on…

In short we went through the “conversion” process and decided exactly how a completely uninformed lead should be nurtured to becoming a donor / spokesperson for our cause.

And that, really, was our goal- to create donors! But we’d forgotten our strategy and gotten mucked up in tactics. Always remember a tactic supports a strategy! On their own tactics are a waste of bandwith. We all love new toys but what good is Voltron’s sword arm without the head? Savvy?

@pallanteMichael 😉

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