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Get Found on Facebook: A Strategy for Rural Electric Cooperatives

How well do you think this is working for their #SocialMedia efforts? #RocketGroup

A photo posted by Gus Wagner (@wagnergus) on


If you’re a Nonprofit Electric Cooperative that’s investing time and energy in social media, you want to see more friends, likes, and followers for your advocacy, Member-Owner communication, and civic engagement efforts.

Many of our country’s Rural Electric Cooperatives are making basic Facebook Page mistakes that could be avoided by following the Facebook search tips in this post.

Write a Strong Call to Action

One common call to action I repeatedly see in Cooperative marketing and advertising efforts is the icon below:

Find me on Facebook. - ARC Media


It doesn’t work like that. Not well, at least.

With that call to action, a Member-Owner will have to search for your Cooperative on Facebook. When they have to search for you, they might find a similarly-named utility in another part of the country, or they may not find anything at all. Worse yet: they might not even take the time to search for you at all.

So what’s the right way to promote your Facebook presence in real life? It’s by using your full URL. For example, ours is https://www.facebook.com/ReachTheARC/.

Find Me on Facebook  with specific URL - ARC Media


Avoid These Basic Facebook Mistakes

Let’s assume that your Member-Owners can find your Facebook Page online. What are some of the common Facebook Business Page mistakes they might find when they get there?

  • The last time you updated your Page was over two months ago.
  • You have a Facebook Profile instead of a Facebook Page (a Cardinal Sin).
  • The purpose of your Cooperative has gotten lost.
  • You haven’t engaged with your Fans.
  • Your Fans have no idea what your Cooperative stands for.

Your Cooperative can distinguish itself from other utilities by responding to posts, answering customer questions, and otherwise interacting with your Fans on Facebook in a way that’s true to your purpose and as authentic online as your Cooperative is in real life.

More Facebook Advice

If you’re really serious about Facebook, here’s some more food for thought:

  • Dedicate someone at your Cooperative to manage your Facebook account.
  • Unlink your Twitter tweets and your Facebook posts. They’re two different audiences. And your ‘more than #140’ tweets are getting lost. Share the same info, just in different ways.
  • It’s okay to schedule your Facebook posts in advance, but schedule at least two of them each day. Don’t lump all of your posts together at the same time of day or on one day of the week. The trick is to spread your posts out evenly through the week.
  • Ask questions. Member-Owners will become accustomed to answering your questions. And when they do, you’ve engaged them with your Cooperative.
  • Even if your Cooperative isn’t on social media, the community members and leaders you want to engage with probably are. Member-Owners, prospects, local leaders, and even legislators are on Facebook, talking about things that matter to your Cooperative.
  • Build online relationships with those people by paying attention to what they have to say, and by responding to them in a timely way.

Facebook is a Commitment

Just like everything else in Cooperative life, Facebook is a commitment. Your Cooperative must commit to using it well, and you must be ready to adapt to its constantly changing landscape. Your goal on Facebook should be to constantly test your methods, content, and timing to see what works best for your Cooperative.

And just when you think you’ve figured it all out, it’s probably time to test again. That’s how quickly social media platforms like Facebook can change.

Activate and Motivate Your Membership 24/7/365

Need help? We’re here. We spend our days connecting Electric Cooperatives with your Member-Owners. Let us help you activate and motivate your membership 24/7/365: Follow us on Facebook, Twitter, and Instagram, or contact us today!

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