HRC

One nonprofit whose facebook page I've been particularly impressed by is the Human Rights Campaign. They've really developed their page to facilitate member discussion and involvement, as well as making their logos readily available for users to disseminate. While they're not using celebrities like L'Oreal is to increase their facebook engagement rate, they are doing pretty well for a lobbyist group, in my opinion, by posting about relevant political topics and news.

They've also done a good job incorporating different kinds of content (blogs, video, etc) into their news stream. One thing I think is particularly important to note is the lack of direct communication with those who support the cause. It seems like the right thing to do for a lobby because they're out there to speak on behalf of people to the government, not back to them. Doing so might cross a line, and also it would seem to be a waste of time to anyone who pays thsi organization to represent their political interests.

There does seem to be a conspicuous lack of opposing opinion in the comments on their posts, but then, fanatics don't tend to be that thorough in their research, which might prevent them from knowing about such an organization altogether which opposes their interests. Then again, even Starbucks has a ton of hate comments on their page, and all they've done is ban irritated uncaffienated people from bringing firearms into their stores.