How to Organize on Facebook

Facebook set out to create a social network to connect us together. In most of the world, they’ve succeeded. In America, we’re just now coming to grips with what that connection means for our society. Facebook has become a tool for misinformation, stoking rage, and political manipulation. Despite this, it can also be a very powerful tool for positive social and political change.

Why Facebook?

Some activists measure their reach in Twitter followers. While Twitter can be a good amplifier for your message, I think of it as a mailing list — you reach all the people who’ve already subscribed to your newsletter. With Facebook, you can reach pretty much anyone with your message, due to the vastness of the network and the way it connects people.

Here’s a simple experiment: Look through your Friends list on Facebook and count how many people may not agree with your political views. Could some of them be convinced to attend a candidate town hall with you? Would they “Like” your Facebook post if you picked an issue they identified with? Twitter is your group text with friends; Facebook is Thanksgiving with your weird relatives. You can utilize your immediate network and the networks of your friends to find like-minded people who might not otherwise be politically active and get them involved.

Figuring Out Facebook

A good way to get started on the platform is to check out Facebook’s Blueprint series of free instructional guides. They were created with ad agencies and professional social media managers in mind, but work for anyone. Facebook is so large because it’s become a very sophisticated advertising and engagement platform. Once you have a basic understanding of how to set up and manage your presence on Facebook, you can get started with organizing.

Ways to Organize

1. Create a Page and Build Followers — Starting with a Facebook Page as a building block will amplify the most effective tools Facebook offers for organizing — Groups, and Events. Your Page should be themed around what you want to accomplish, and you can use it to attract interest to your cause. I’ve put together a basic guide on Facebook Pages that can be found here.
2. Make a Facebook Group — Groups allow you to do what pages do not: ensure that your followers see your messages and engage in debate and collaboration. Many activist groups rely on email newsletters or group chats to organize, but Facebook has provided a robust, free tool that you can take advantage of. Groups provide a safe and secure setting to share important information, organize events and engage in other forms of activism. The social nature of Groups encourages inclusion and engagement, and the moderation tools prevent strangers from hijacking your discussion like a runaway group text. An in-depth guide to using Facebook Groups to organize can be found here.
3. Use Events for Activism— Creating Events and encouraging your friends to RSVP yes to them (even if they don’t attend!) will cause your event to start showing up in the feeds of friends and friends of friends. This visibility gives you free publicity for things you’re trying to do, and helps you recruit for your cause. Events can be used to get people to attend rallies and meet candidates, organize with other groups, and Get Out the Vote on Election Day.

You can create Pages to support your causes and spread the word. You can utilize Groups to coordinate with other organizers, to ensure everyone stays current with your activities. Your Group can set up Events to organize or engage in activism. Facebook is a platform tailor-made for these sorts of activities. In 2018, engagement wins debates. You can change things, and you can do it on Facebook.

My Other Guides: Pages | Groups

If you have thoughts, stories, or strategies for organizing on Facebook, email me. I want to hear how people are using the platform to engage.