How can a charity make the most of its presence on Facebook?

Randi Zuckerberg, Facebook’s managing director, offered a few suggestions at Mashable’s Social Good Conference in New York:

• Use pages, not groups. Many organizations set up group pages when they established their Facebook presence. But Ms. Zuckerberg says groups that haven’t yet set up fan pages are missing out on the ability to get supporters to spread the word about their activities to their friends on the site.

• Use video. Groups that post video on their fan pages are typically able to create more personal messages. And those messages are more likely to be shared with others.

• Tag liberally. Ms. Zuckerberg encourages organizations to take pictures at their events and post them to their Facebook pages. When they post the images, they should tag the people in the photos — a process that notifies those who are friends of the people that they have been tagged in a photo on a charity’s page. Those notifications draw more traffic and, in turn, more supporters, to a charity’s page.

• Incorporate Facebook into your events. If you have a special event, make sure you invite your Facebook fans to the party, too. You’ll probably attract more people — and Facebook will tell all of their friends that they are coming to an organization’s event.