Have a strategy.
Remember: Social media isn't marketing, it's a way to build a relationship with your audience. Be sure you're connecting on human level. You have to awaken the heart to arouse the mind. Tell real stories to connect with your audience and cultivate your community. Let those stories tie into your larger marketing and donor cultivation strategy.
Make it a family affair.
Involve your organization & your supporters -- set some posting guidelines and let them run with it. Let your supporters help program your Facebook page by offering polls and questions to get feedback on upcoming events and features.
Don't set up a social media profile and then walk away. Be sure to set a schedule for what you're going to post when and how often. Let your supporters know what they can expect from "liking" your page -- then deliver! Pay close attention to what seems to get the best response and adjust as needed.
There is no one-size-fits-all social media plan -- find the posting frequency and style that works for your organization and supporters. Use Facebook as another platform to express your organization's unique voice and approach to your cause. Let your supporters get a glimpse behind the scenes of your nonprofit by posting updates about staff and office life.
The key to getting the most out of Facebook is to integrate it with all of your channels. Kivi Leroux Miller suggests, "Do you have an email list? Ask a question on Facebook, and then ask it in email, but link back to the Facebook page for people to add their answers there. Post notes and events on your page and link back to those from email."
Make it Sharable.
Take advantage of the fact that Facebook was built to allow users to interact and share. Give your supporters compelling content (like trivia, photos and videos) that lends itself well to sharing. Let your Facebook fans help you spread the word and attract new supporters.