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Using Social Media

Free Geek

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Intro

Fill out info sheet
Name
What type of org are you from?
What do you hope to learn?

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What does a social organization do?

Engages in two-way communication
Provides insights into what customers/supporters think about you
Gives the brand a personality�

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Get Ready: Audience & Vision

Identify your audience

Go where they are
Don't create accounts you can't maintain

Create a vision with measurable goals

Objective 1: Greater awareness

Goal A: 5 shares/retweets per post
Goal B: 10 likes/favorites per post

Objective 2: Increase sign-ups/visits

Goal A: 5 people report social media as reason for visit

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Get Set: Research

Use tools personally first
Learn the culture of your chosen platform
Find and follow profiles you like
Create an identity
Share responsibility amongst staff

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Get Set: Internal Policy

What types of things do you post?
Who is responsible for posting?
Who is responsible for moderating?
How do you respond to conflict?
When do you delete?
What do you do when you mess up?

Free social media policy workbook: http://www.idealware.org/reports/nonprofit-social-media-policy-workbook

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Get Set: Internal Policy

Read more about how Red Cross brilliantly recovered from their mistake:

http://redcrosschat.org/2011/02/16/twitter-faux-pas/

http://www.bethkanter.org/mistakes-how2/

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Get Set: External Policy

FCCO example in action: www.facebook.com/FeralCatCoalitionofOregon

See how the NWF created their Facebook Community Policy: http://www.johnhaydon.com/2013/02/how-national-wildlife-federation-created-their-facebook-community-policy/

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Go: Content Curation & Schedule

Content curation
Schedule

FB 2-3 times per week
Twitter 1 per day

Free sample editorial calendar: http://lightboxcollaborative.com/tag/2013-editorial-calendar/

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Go: Great Post

Tells a story
Asks a question
Piques curiosity
Shares info your audience wants
Evokes emotion
Inspires audience to engage

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Facebook

One of the most popular social networking sites in the world
Multimedia rich
Provides an open discussion space for feedback

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Facebook: Share

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Twitter

One of the fastest growing social networking sites in the world
Immediate communications
Conversational
People follow more people/brands than on any other platform

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Twitter

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Twitter: Tweet Breakdown

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Twitter: Hashtags

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Strategies:

Building & Engaging Community

Follow
Like
Respond
Reshare

Follow

Follow the types of people you want to follow you

Don't go following everyone in the whole world--people will notice and think you insincere

Follow everyone who follows you? As long as not spam, perhaps it's an okay idea. You can categorize followers into private lists in order to manage it all.

Like

You almost always want to like or favorite a comment of someone praising your org or offering you information--it's a sign of appreciation

Comment

Always comment if someone posts on your profile, unless...go back to your social media policy--does your policy say that you comment on offensive posts or delete them?
Leave sincere comments on people's posts that are in the same arena as you--you are creating a community

Reshare

Reshare posts from your customers, people who are providing info to your followers--go back to your content policy--what types of things do you post?

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Reshare

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Ask Questions

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Listen & Customer Service

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Listen & Customer Service

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Respond

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Encourage User-generated Content

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Analytics

Most platforms have built-in analytics to start out with
Analytics need attention

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Measure

Most orgs know that they need to measure, but do not know how

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ROI

With a small org, it would be easy to get lost figuring out the measurable results you are getting
If you don't figure out what to measure, then how do you know what is effective?
Developing a measurement system is increasingly important in an enterprise/medium sized company

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Additional Platforms

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UNICEF’s new Pinterest campaign cleverly turns the concept of this visual social network on its head. The site – normally dominated by photos of delectable desserts, beautiful vacation spots, or home decor – is a showcase for the “wish list” of a fictional 13-year-old girl from Sierra Leone, which includes basic necessities like rice and running water. According to Mashable, the site “adds perspective to the aspiration-filled social network.”
The campaign features the fictional Pinterest profile of young Ami Musa of Sierra Leone. On her “Really want these” board, viewers can find images of hands holding plain rice, a rusty faucet, shoes, hands being washed with soap and writing on a school blackboard. Each pinned photo links to a page soliciting donations for UNICEF’s work to provide clean drinking water, food and shelter to children worldwide.