Facebook has begun to make sweeping changes to its format including major changes in the structure of its "timeline" and the way members will receive information and updates. Previously, the timeline has consisted of updates in a reverse chronological order with each post replacing the previous one. However, changes are being made to this structure: the new format will be largely based on algorithms to determine what information is of value and will receive the greatest attention.
So, how will this effect the presence of non-profits on the social networking site?
Non-profit presence on Facebook is largely dependent on the Causes application. Causes works in the same way as other applications, with notifications appearing in your timeline and being replaced as other actions occur. By actively interacting with these notifications you can go to specific Causes pages, events or the general Causes site itself. The Causes application has the potential to do a great amount of good by organizing the ability to follow, donate and share information in one location, conveniently connected to your Facebook. However, as someone who has a great amount of experience with the site, I can attest to the fact that it's visibility on Facebook is minimal at best. Once a post, donation or follow occurs (actions of great importance to an organization) they are treated of equal weight to actions such as buying a new cow on Farmville. Thus, their impact is fleeting and rarely seen or appreciated.
Facebook boasts that new improvements in the timeline based on algorithms will change this. Not only will actions be grouped with other like actions but your ability to interact with posts will be expanded. Currently, users have the ability to "like" posts; changes will allow you to suggest actions such as "watch," "listen," "donate" or "share," encouraging your friends to support and interact with the causes that matter most to you. Matt Maham, Causes vice president for social impact said, "We believe altruism is ultimately a social exercise, and it's the kind of activity that people want to share with others and celebrate with people." Just as people want to share photos and commentary on their life experiences, they want to share their interests and passions through the social networking outlets. As far as non-profits are concerned, a recent opinion study has found that 9 out of 10 Americans believe digital technology is the most effective manner of creating social change. Perhaps Maham is correct and the people are merely waiting for a simple way to contribute. However, only time will tell whether Facebook's changes will be the proper solution to improving the presence and impact of non-profits.
To view more information on Walden University's Social Change Impact Report please visit:
http://www.waldenu.edu/About-Us/41318.htm
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