Identify your communication & engagement goals.Listen – find out where your audience is and what they’re already saying.Identify appropriate staff and intended voice.Get your feet wet – set a pilot period and re-assess at the pilot’s end.Implement strategy with concrete goals in mind.Measure, measure, measure.
Identify your communication & engagement goals.Listen – find out where your audience is and what they’re already saying.Identify appropriate staff and intended voice.Combine goals, staff and voice selections, and information from listening to pick strategy.Implement strategy with concrete measures in mind.Measure for success, alter plans if need be.
Health Net – could demonstrate posting content that is most relevant to your audience (not just about you) OR how to drive people to your blog OR how to always use photos in blogs…
Good practices – use of dynamic content, @-signing to get posted on others’ walls (and allowing people to do so) – posting content that gets feedback
The value of contests to promote events AND build dialogue; the value of being open to others posting content – especially visual content (which gets higher rankings); engagement doesn’t always mean promoting – it means sharing content that is related to your mission, but will provoke responses form your audience
The value of cultivating a community – lots of not-yous posting on your page means that you’re truly engaging; importance of questions as a tool to drive engagement; being truly curious about your audience
Twitter good stuff – getting RTs and RT-ing, @-signing people who are supporters or participants in Green Indy’s activities; giving shout-outs to people doing good related work – evidence of success is in the number of followers
Some tools – Google Analytics, Google Alerts, tw-everything, bitly (etc.), HootSuite, Facebook measures, others?
Three Steps for Social Media 1. Frame Get as much thinking, hearing, exploring done before you jump into the water Align to existing goals and prepare to measure 2. Initiate Get in and do it, but plan to keep doing it. Build your audience – get them engaged. 3. Grow Keep planting new ideas Refine your practices by checking in with goals & modifying them
Framing: Second Helpings Goals = Give people insight into the human side of Second Helpings & motivate them to act. Listen = Use Google and Google Alerts, Facebook knowledge, and Twitter monitoring to identify potential audiences. Staff & Voice = Ben & Nora are early adopters and offer balanced perspectives; Voice will be responsive, interested, positive. Strategy picked: Utilize Facebook, Twitter, and Blog to communicate thought leadership and impact in area of hunger. Measurement tools in place, but goals are fuzzy.
Initiate & Grow: Spirit & Place Goals = Attract new audiences & utilize social media to continue critical community conversations. Create (or re-create) online identities that focus on fostering conversation and dialogue AND on sharing information. Be social – in the first five months, built interaction with related organizations and thought leaders – sparked conversations and intentionally @-signed as many potential, past and current partners as possible. Track everything you can – demonstrated value through retweets, through follower/fan numbers, through (once we could) impressions and – most of all – through conversations that were supported.
500 million people log in to Facebook monthly and interact with an average of 124 friends.
Online donations are growing rapidly for nonprofits. More than $6.7 million were donated JUST via Facebook Causes through October 2010.
For a festival that’s all about conversation and engagement, social media is an ideal place to publicize, enrich conversation and explore themes – and for you to connect your organization to new audiences.