0
#SavingPlaces Using Social Media
Why social media matters to the National Trust, what we are doing,
and how you can help.
...
Who Uses Social Media?
2
Just these folks, right?
Who Uses Social Media?
3
Who Uses Social Media?
4
Who Uses Social Media?
5
Who Uses Social Media?
6
Local preservationists, that’s who!
The Trust on Social: Facebook
Build Community
• Multi-directional
conversation
• Image-based content
• Local preservationi...
The Trust on Social: Twitter
Updates + Conversation
• News-focused
• High frequency
– Help me feed the beast!
• 80/20
• #b...
The Trust on Social: Other Channels
Cross-platform brand
awareness
• Pinterest
– preservation lifestyle
• Instagram & Flic...
10
1. Figure out what channels you love.
It’slikearomance…Ifyou’re notthatintoit,it’snotgonna workout.
• Ask around.
• Dabble...
2. Be authentic. • Talk about your work.
• Talk about your interests.
• And talk about both the way
you’d really talk.
• D...
3. But also be transparent.
• Acknowledge that you work
for the Trust.
• No need to include
disclaimer language.
• Never, ...
14
4. Follow and share.
15
• On most channels, you can
find us as PresNation
– Exception: Facebook, G+
– https://twitter.com/...
5. Know our rules.
Our employee guide says all social media posts should:
• Make clear when their comments are their own p...
5. Know our rules.
It also says social media posts should not:
• Damage the National Trust’s reputation or interest.
• Dis...
In other words…
18
If you don’t
have anything
nice to say,
don’t say
anything at all. Don’t bite
the hand
that feeds
you.
5. Know our rules.
Also important:
• In any sort of crisis situation, always, always, always call
the Public Affairs offic...
6. Let me help you.
20
Seriously. See how much I like this?
I’m instagramming on vacation!
• Loop me in before you think
y...
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#SavingPlaces Using Social Media: Why social media matters to the National Trust, what we are doing, and how you can help

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Presented to National Trust for Historic Preservation Staff on Wednesday, September 11, 2013.

Published in: Technology, Business
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  • Nerdgamer image: http://www.gamespy.com/articles/113/1136797p1.htmlBeliebers: http://www.flickr.com/photos/jkfjellestad/7317015488/
  • http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095(Data from Pew Center for Internet and American Life, February 2013)
  • http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095(Data from Pew Center for Internet and American Life, February 2013)
  • http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095(Data from Pew Center for Internet and American Life, February 2013)
  • http://www.mediabistro.com/alltwitter/social-media-user-demographics_b38095(Data from Pew Center for Internet and American Life, February 2013)
  • http://arifismyname.deviantart.com/art/i-love-twitter-158170464
  • http://www.flickr.com/photos/patricklanigan/4182902199/
  • http://www.flickr.com/photos/tonythemisfit/2612013023/
  • http://www.flickr.com/photos/tonythemisfit/2612013023/
  • Transcript of "#SavingPlaces Using Social Media: Why social media matters to the National Trust, what we are doing, and how you can help"

    1. 1. #SavingPlaces Using Social Media Why social media matters to the National Trust, what we are doing, and how you can help. SARAH HEFFERN - @SMHEFFERN – STAFF EXCHANGE - SEPTEMBER 11, 2013
    2. 2. Who Uses Social Media? 2 Just these folks, right?
    3. 3. Who Uses Social Media? 3
    4. 4. Who Uses Social Media? 4
    5. 5. Who Uses Social Media? 5
    6. 6. Who Uses Social Media? 6 Local preservationists, that’s who!
    7. 7. The Trust on Social: Facebook Build Community • Multi-directional conversation • Image-based content • Local preservationist- friendly stories • Unofficial customer service outpost • Limited posting schedule • Promoted posts 7
    8. 8. The Trust on Social: Twitter Updates + Conversation • News-focused • High frequency – Help me feed the beast! • 80/20 • #builtheritage chats • Multiple accounts • Q&A, customer service 8
    9. 9. The Trust on Social: Other Channels Cross-platform brand awareness • Pinterest – preservation lifestyle • Instagram & Flickr – buildings are pretty! • Foursquare – tips • Google+ • YouTube, Vimeo, and Vine 9
    10. 10. 10
    11. 11. 1. Figure out what channels you love. It’slikearomance…Ifyou’re notthatintoit,it’snotgonna workout. • Ask around. • Dabble. • Listen before you talk. • Find your people. • Don’t feel the need to be everywhere. 11
    12. 12. 2. Be authentic. • Talk about your work. • Talk about your interests. • And talk about both the way you’d really talk. • Don’t feel like you need to be a brand mouthpiece 24/7. • But maybe don’t swear too much. • Be an expert. Or don’t. 12
    13. 13. 3. But also be transparent. • Acknowledge that you work for the Trust. • No need to include disclaimer language. • Never, ever be a “sock puppet.” 13
    14. 14. 14
    15. 15. 4. Follow and share. 15 • On most channels, you can find us as PresNation – Exception: Facebook, G+ – https://twitter.com/PresNation/list s/presnation-on-twitter • Not sure what to say? Re- share. • Another great source: our blogs. • Follow your colleagues, too! – https://twitter.com/PresNation/list s/presnation-staff
    16. 16. 5. Know our rules. Our employee guide says all social media posts should: • Make clear when their comments are their own personal views and not the official position of the National Trust. Only those specifically authorized by the President may speak on behalf of the National Trust. • Be information that the employee is legally entitled to post and is appropriately attributed and/or linked. • Be factually accurate and true. 16
    17. 17. 5. Know our rules. It also says social media posts should not: • Damage the National Trust’s reputation or interest. • Disparage National Trust trustees, board members, employees or partners. 17
    18. 18. In other words… 18 If you don’t have anything nice to say, don’t say anything at all. Don’t bite the hand that feeds you.
    19. 19. 5. Know our rules. Also important: • In any sort of crisis situation, always, always, always call the Public Affairs office before responding to anything. – This applies to traditional media as well as social media. • Crisis communications plan is on TrustNet. 19
    20. 20. 6. Let me help you. 20 Seriously. See how much I like this? I’m instagramming on vacation! • Loop me in before you think you need me. • Social media “genius bar” coming to National Preservation Conference. – Not coming to Indy? I can do trainings at 1785 & webinars for field staff. • If you’re using social now, I’d love to know! – I’ll follow you, but in a totally non- creepy way.
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