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Facebook to Nonprofits: More Pages, Fewer Apps

August 28, 2009
by Andrew LaVallee
Reporter, The Wall Street Journal

Andrew LaVallee

Nonprofit organizations seeking to harness Facebook can get the most bang for their buck by using fan pages in addition to groups, streamlining their app usage and livening things up, one of its marketing execs said Friday.

Pages operate like profiles for organizations or businesses, can only be created by official representatives and can add applications, while groups are unofficial and can be created by any user. Relying on groups, which have been available longer, is one of the biggest mistakes nonprofits make, said Randi Zuckerberg, who works on marketing and nonprofit initiatives and is co-founder Mark Zuckerberg’s sister. “You lose a lot of the incredible viral power.”

Because fan pages are official, it’s also easier for Facebook to take down fake ones, she said, as opposed to groups, which can be run by enthusiasts.

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