Ogilvy PR recently hosted a discussion with Facebook Washington DC representatives Adam Connor and Andrew Noyes, on how organizations could leverage the global, 400 million -strong social platform to facilitate citizen engagement and build online brand equity.

Some key takeaways:                   

• Facebook isn’t for kids (anymore) – the fastest-growing demographic within Facebook’s community is 35 years and older, representing 27% of Facebook’s total audience.  More than 50% of their U.S. audience is over 25 years of age.
• Audience growth continues – Facebook continues to add nearly 5 million users per month in the U.S. alone, with more than 108 million in the U.S., and 400 million worldwide.
• Product Innovation - many organizations looking to increase community interaction, registrations, and showcase content on their sites, have integrated Facebook Connect.  More than 100,000+ sites are using these features, including USA Today, the Washington Post, and Huffington Post.  Look for some upcoming news on Facebook Connect from DDC Advocacy soon!

Through DDC Advocacy’s AdvocacyApp for Facebook, clients can tap into this massive audience to generate constituent to lawmaker letters within the Facebook application, creating a viral effect from sharing your action alert with friends and via Twitter.  One client generating tremendous results from this tool is Allstate’s Save11 campaign.  Aimed at persuading Congress to pass the Safe Teen and Novice Driver Uniform Protection Act (H.R. 1895, S. 3269), the campaign has generated more than 6,500 letters to Congress and garnered more than 20,000 fans, creating a vibrant online community.  In fact, the campaign did not build a standalone website, but rather drives users to Facebook for the campaign’s online outreach and advocacy. 

Let us know if we can help your organization take advantage of this game-changing platform!

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