Blog Paws 2010 West - Helping Shelter Pets Using Social Media - Jane Harrell

By Jane Harrell, Petfinder.com A Four-Step Toolkit to help Shelter Pets Using Digital Media

Why use digital media?
An outlet for daily (or more!) interaction with prospective adopters, fundraisers, volunteers and foster homes
Drive people back to longer messaging or resources
Spread the word about your rescue group
Expediency, cost
Educate!

That's the why. Here's the how:

STEP 1: Build trust & learn the ropes
Build a relationship with your shelter or rescue
Find your local group on http:// www.Petfinder.com
Get to know the people, let them know you
Discuss your role
Guidelines or legal restrictions?

STEP 2: How will you represent your shelter/rescue?
The shelter or rescue's official page:
Pros: Name recognition, an instant audience
Cons: May have legal implications, takes trust, longevity

As an advocate of the shelter or rescue:
Pros: Fewer legal/ethical implications, less scary but trust still necessary, more flexible
Cons: Takes time to build an audience, takes time to build name recognition

As an advocate of one area of rescue (foster, adoption, volunteering):
Pros: Fewer legal/ethical implications, less scary but trust still necessary, more flexible
Cons: Takes time to build an audience, takes time to build name recognition

STEP 3: Pick your medium & frequency
Web site (Weekly/Monthly)
Blogging (Weekly)
Facebook (Bi-Weekly)
Twitter (Daily)
YouTube/Video (Weekly/Monthly)

STEP 4: Make a plan, research & go!
Web site
Update shelter news, help write newsletters or spotlight an adoptable pet profile
Upload adoptable pet descriptions and photos to Petfinder
Tools: Customized Pet List Scroller , Featured Pet Generators , Pet Search Tools

Blog
Spotlight an adoptable pet
Add a pet list scroller or adoptable pet search widget and encourage others to
Talk about special events and initiatives
Write about what means something to YOU.
Examples: Petfinder.com /blog/ , Ittybittykittycommittee.com , romeothecat.com , cleosday.grouchypuppy.com , iloverescueanimals.org , http:// wildrun.blogspot.com /
Resources: Darren Rowse's 31 Days to Building a Better Blog for post ideas, take advantage of a free blogging platform like WordPress or Blogger
Tools: Customized Pet List Scroller , Featured Pet Generators , Pet Search Tools

Facebook
Feature adoptable pet profiles
Start discussions
Send out facts and reminders
Link back to the Web site or blog
Share wishlists
Create calls to action for special events (adopt, sign up, donate, volunteer, etc)
Examples: Kiwi the shelter kitty, Adopt-A-Cat-Month, This Good That Bad, sfspca, St. Hubert's Animal Welfare Center, Be the Change for Pets
Resources: TheSocialAnimal.com, BlogPaws.com, petfinder.com/how-to-help-pets/
Tools: FBML application to create custom tabs, quiz apps to create quizzes or surveymonkey, Be the Change for Pets Facebook page

Twitter
Tweet pets for #TweetAPetTues
Participate in a #PawPawty
Send out facts and figures
Reminders and calls to action
Needed wishlist items
Interact with other people as though in a chat room, etc.
Examples: @rescueanimals, @peanutshelter, @InHonorofSkippy, @padsforpaws, @louisebear2, @ddfl, @frougaldougal/#PawPawty
Resources/Tools: HootSuite, TweetDeck, SocialOomph, #TweetAPetTues, #BeTheChange, #BTC4Animals

YouTube/Video
Tell a story
Advocate for a single pet
Utilize all the story-telling avenues available but introduce video and audio.
Send out facts and figures
Reminders and calls to action
Needed wishlist items
Examples: SFSPCA, pawcurious, pawpawty/FrugalDougal, The Shelter Pet Project, BeanMeister22 (http://www.youtube.com/watch?v=SxtI0jZ4mSw)
Resources/Tools: iMovie on Macs, Windows Movie Maker on PCs, YouTube's free audioswap lists for free-to-use songs

Blog Paws 2010 West - Helping Shelter Pets Using Social Media - Jane Harrell

by BlogPaws on Sep 24, 2010

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Blog Paws 2010 West - Helping Shelter Pets Using Social Media - Jane Harrell — Presentation Transcript