AdAge had a column today about how big brands sometimes stumble on Facebook, and it has some useful lessons for nonprofits.Michael Scissons says that engagement on the Facebook walls of leading brands is down 22%. He blames that on marketers providing poor content that does little to build relationships. He points to a few problems:1. Lots of transactional, spammy filler and contests by the brands – which might work once but don’t build engagement over time2. Too many posts – sometimes as many as 20/week. He says 6 or 7 meaningful ones are better3. National, instead of more relevant local or regional content and approachesHe recommends focusing on relationship and measuring what Facebook fans do over time. For us, all this means looking at whether and to what extent our fans recommend us to others and if they take other actions to support our organizations. We might also look at donations, though remember: Facebook is not a fundraising machine. It’s an engagement tool. Just as brands need to “quit treating Facebook like a promotional wastebasket,” we need to ensure we don’t treat it like a PSA or fundraising appeal. So here’s my advice:1. Post really interesting content most days of the week2. Have conversations on your page with your supporters – this isn’t advertising, its engagement3. Focus on relationship first, fundraising secondI know this is common sense, but we’re still not following these basics. And, it seems, neither are the big consumer brands.