Facebook Engagement for Change Makers

So you have an important campaign, mission, service or product that you need to tell the world about. What better place to connect with other link minded change makers than on Facebook? Facebook has tons of Groups and Facebook pages related to green business, social entrepreneurs, and nonprofit activism – all you need to do is do a little bit of keyword research using Facebook search, collect the information in a spreadsheet, and begin your social media awareness campaign.

Pretty soon you’ll also discover that tons of other people have the same idea. From Ugg Boot marketers…ugh…to the more insidious Who’s Checking You Out on Facebook viruses, you can see that the World Wide Web is inundated with noise and crap.

In a world full of spam, you do you stand out from the crowd and forge authentic online relationships with real people who will help you grow your business, promote your cause, sign your petition, and help you achieve your mission of making the world a better place?

How to Share Content on Facebook – Do’s & Don’ts

Not only are you trying to find and join the right communities, you also want to share with them what you are working on, be it a website, petition, call to action, or news relevant to your mission.  This is great, as long as you take heed of this important piece of advice:

Don’t be a spammer.

There’s a certain etiquette when it comes to engaging people online, not too much different from engaging with people at a cocktail party. You don’t go up to a total stranger and start shouting, “Buy my stuff, buy my stuff!”

Facebook Engagement Tips

Here is my list of Do’s and Don’ts when it comes to engaging with people on Facebook.


Social media marketing is about building relationships and creating community. It’s about engaging with other people and creating meaningful online discussions. When you share a link or video on someone else’s Fan Page or Group, always include a personal comment, that makes it relevant to that community as to why you are sharing that content. Your comment needs to reflect an understanding of what the FB Page or Group is about and your place in it.

  • Do make a personal introduction FIRST after joining the Group or Liking the page

Facebook Engagement

When sharing links:

  • Do make a personal, relevant comment that summarizes the post]
  • Do indicate why you think the community will be interested in reading the post
  • Do Like the post and make a follow up comment.
  • Do ask a question to invite conversation
  • Do comment back if people are commenting on your link

Why is Liking, commenting, and replying on your own links important? The Facebook news feed algorithm tends to display updates that receive a lot of interaction – Likes, comments, etc at the top of the Home feed. Which means that an update with a gazillion comments on it will show up at the top of the Home feed for every person you are connected with. That’s great visibility.


The worst thing you can do is post links all over the place without any consideration of why the link should be interesting to the community. This is spam. It is annoying and can result in your profile being blocked, which sucks given all the time you’ve spent growing your profile and connecting with people.

Facebook Engagement Fail

If your profile gets blocked, you will have to try to get it unblocked or start all over again with a brand new profile.

  • 1. Don’t mindlessly post links on every Facebook group or Fan page in your niche
  • 2. Don’t mindlessly post links on people’s Walls unless you think that individual will be genuinely interested in the link you’ve shared
  • 3. Don’t ignore comments once you’ve done your job of posting the link

What other Do’s & Don’ts to Facebook engagement do you have on your list? Please leave your thoughts in the comments below.

This post was written by:

Lorna Li

Lorna Li is a social media and green marketing expert. She enjoys helping green businesses and nonprofits with bootstrap marketing, as well as helping job seekers leverage social media for personal branding.

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