“Social Media is about sociologyand psychology more thantechnology.” – Brain Solis Principalof FutureWorks MDA Field Office Social Media Handbook
1. INTRODUCTION2. MDA SOCIAL MEDIA GUIDELINES3. RULES4. LEARN THE CULTURE OF SOCIAL MEDIA5. PARTICIPATE IN OUR NATIONAL SOCIAL MEDIA PRESENCE6. CREATE YOUR OWN SOCIAL MEDIA STRATEGY7. IMPLEMENT YOUR SOCIAL MEDIA STRATEGY8. FACEBOOK 1. FB PAGE 2. FB CAUSES 3. FB EVENTS9. TWITTER10. TIPS11. FAQ
INTRODUCTIONThis handbook is meant for all MDA Field Offices and Regional Officesinterested in using social media to deliver our mission critical services.This information will familiarize you with our national social media philosophy,invite you to find, join, and participate in our national presence.You‟ll find steps to adopting social media strategy and an explanation ofvarious social media tools.Adopting a social media strategy at your local unit is a significantcommitment of your time both daily and long term. It is worth it! But a socialmedia strategy needs to be developed to help you plan accordingly.
Social Media Guidelines Itis required that employees obtain pre- approval from their Regional or Divisional Office before setting up any MDA- administered social media site or blog, including, but not limited to, Facebook, Twitter, MySpace, YouTube, and LinkedIn. All social media or blog profiles, handles and accounts established for the purpose of conducting MDA business shall be considered under the ownership of MDA.
SM Guidelines Cont… In concert with your Regional and Divisional teams, MDA‟s Public Relations team is available to advise you in developing your office‟s social media strategy. Please contact Public Relations at (520) 529-5317 or at email@example.com For assistance in launching your social media site and developing social strategy for events, programs and office activities To notify National Headquarters about your official online activities
SM Guidelines Cont… Only use approved MDA social media channels (i.e. MDA District Facebook page or MDA District office Twitter account), and not personal social media sites or pages, to conduct MDA business. Media or Press Contacts - If someone from the news media or press contacts you about your social media activity related to MDA, you should speak with your supervisor and someone in the Public Relations Department before responding.
Rules: You are strictly prohibited from disclosing individually identifiable information of any kind about individuals served by MDA on any social media platform without the express written permission of the individual or his/her parent or legal guardian. Even if the individual is not identified by name within the information you wish to use or disclose, such use or disclosure is prohibited if there is a reasonable basis to believe that person could still be identified from such information. Unauthorized disclosure of individually identifiable information could constitute a violation of the privacy rule under the Health Insurance Portability and Accountability Act (“HIPPA”)
Rules Cont… Minors:It is against MDA policy to post images or videos of minors without MDA‟s Consent for Use of Likeness form, signed by parents or legal guardians, on an MDA-approved social media site. Images or videos of individuals served by MDA who are under the age of 18 should not be posted in personal online content. This includes photos and videos taken at MDA events, including MDA Summer Camp.
Rules Cont… Over age 18: It is against MDA policy to post images or videos of individuals engaged in MDA activities on an MDA- approved social media site without MDA‟s Consent for Use of Likeness form. The Consent for Use of Likeness form does not give individual staff members permission to post photos of individuals engaged in MDA activities in personal online content.
Rules Cont… Stakeholders: Do not disclose personal information, or post images or video, of MDA‟s employees, volunteers, board members, sponsors, donors, and affiliates on an MDA-approved social media site without prior written permission and MDA‟s prior written approval. Written permission does not give staff permission to post photos or videos of MDA stakeholders in personal online content.
Learn the Culture of Social Media“Social media is like a snowball rolling down the hill. It’s picking upspeed. Five years from now, it’s going to be the standard.” – JeffAntaya, chief marketing officer of Plante Moran
Message from a PR Intern Social Media is vital to my generation. We turn to our Twitter and Facebook pages for information on friends, family, entertainment, business, and social causes. Think of your chapter‟s social networking pages as a unifying communication force to platform campaigns, events, and ideas. It isn‟t easy or fun all the time, but after a while you realize that you‟re communicating with everyone who cares about what MDA is doing on those sites. Admittedly, that feels pretty cool. Brionna Rogers Public Relations Intern firstname.lastname@example.org
Getting Familiar With Social Media Practice using these tools in your personal life first. Posting your own pictures and experiences makes Facebook, Twitter, etc. less foreign. The more you post on your personal pages the better you‟ll become at posting for any sites your MDA chapter might use!“As a general principle, the more users share about themselves, the more othersin the community will learn about them and identify with them.” – Matt Rhodes,writing in Social Media Today
Participate in Our National Social Media PresenceBefore beginning new accounts on any site be sure to visit MDANational accounts first:• Twitter: https://twitter.com/MDAnews @MDANews• Facebook: http://www.facebook.com/MDANational• YouTube: http://www.youtube.com/user/MySpaceMDA• LinkedIn: http://www.linkedin.com/company/muscular- dystrophy-association• Google+:https://plus.google.com/118252638961569076697/p osts#118252638961569076697/posts
National’s Social MediaGoals To create an empowered online community of MDA supporters to: Raise awareness of our services and mission Provide information to help those affected by muscle related diseases Reenergize the brand Mobilize existing volunteers Inspire new volunteers and donors Provide engagement point for our employees, volunteers, and supporters in a two way conversation that enhances the mission
Create Your Own Social Media Strategy Ifyour office already has a social media presence it should also already have a Social Media Strategy. It‟s never too late to start one and IT IS absolutely necessary. Use this guide to improve an existing or create a Social Media Strategy for your local chapter
Study what other MDA chapters are doing with their SocialMedia Presence Check out MDA Puerto Rico’s Facebook Group Page:http://www.facebook.com/#!/MDAPR Check Out Southern AZ’s Facebook Profile:http://www.facebook.com/#!/mda.southernaz (We’ll discuss the difference between FB Group Pages& Profiles Later ) Visit MDA Las Vegas Twitter Page: @MDALasVegas https://twitter.com/MDALasVegas See what these local chapters are doing to keep their volunteers, donors, and patients up to date!
What are your EX: use Twitter to inform about MDA summer camp registration deadlines, local fitness classes to take before Muscle Walk, etc.What are your goals? How do you currently correspond with local media, stakeholders, volunteers, donors, and the public?What are your goals? How are you currently mobilizing volunteers?How are you currently engaging with donors? What are your current strategies and tactics?Evaluating and reviewing your organizational goals, strategy andtactics will lead you to choices for using social media
Adopt a local social media goal You are encouraged to follow the national goalCreate your social media goals Write down goals you hope to achieve with social media Analyze whether your goals make sense and work with your chapter‟s strategic plan or other goalsCreate your own social media strategy Write down reasons your social media use will complement your chapter‟s overall strategic plan Write down the types of content you will provide to and solicit from your communityCreate tactics How will you execute the strategy to achieve your goals? Who will be responsible? What platforms will you use? How will you develop content? How will you engage with your audience? How often will you be present? What steps will you take to reach your desired outcome?
Implement Your Social Media StrategyIf your office already has a Social Media strategy, make sure youare measuring its success, improving where needed and keepingMDA national informed of progress and challenges
Seriously… “There‟s no need to re-create everything from scratch … Look at some of the early adopters, see what they‟ve done and see if it makes sense for your organization. And then think about what you need to do to customize it.” – Dave Fletcher, Utah chief technology officer
We want to catalogue your: Strategy Chosen Platforms Links to Your ActivitiesWith this Information we will: List you on our aggregated national sites Monitor your strategy for best practices “Monitor, engage, and be transparent; these have always been the keys to success in the digital space.” – Dallas Lawrence, Levick Strategic Communications
Implement Your PlanDecide on Short Term & Long Term Implementation Plans Short Term: In one year have X followers Long Term: Next Walk have X number of increased Muscle Walk participants because of social media presenceCreate a Communication Plan Announce availability on social media spaces to your communityLink social media activities from your main websiteCommit but Be Flexible Make adjustments based on successes and challenges you encounter along the wayRemember we‟re here to support you and ready to help at any time
Measure Your Successes and ChallengesReturn on investment (ROI) of Your Social Media Strategy Define the “R” – what are your expected results? i.e. X followers, X likes Define the metrics – what you want to become Pre-determine Setbacks competitors, other local service agencies Document challenges and successes analyze results, glean insight, take action, measureagain
DocumentationDocumented activities as you progress through these steps are agreat baseline to measure: *The impact your social media strategy has in your community *Whether you are able to achieve your original goalsWrite down everything that happens in the beginning so you haveQUALITATIVE and QUANTITATIVE results to analyze
EVALUATIONGive yourself room to learn and gain insight before you tie yourselfto a traditional ROI analysisAdopt a “listen, learn, adapt” measurement strategy after you‟ve tried your strategy for a while, ask yourself whatyou‟ve learned and how you can improve next timeAnd of course… Send your links and measurement data to nationalMake sure we know what you‟re up to so we can recognize your successfrom a national platform and help you with any struggles!
“This is no longer a gimmick. This is how the American people wantto receive their news and want to hear from us.” – Nick Schaper,new-media director for House Minority Leader John Boehner
“In some ways, [Facebook] levels the playing field of friendship stratification. In the real world, you have very close friends and then there are those you just say “Hi” to when you pass them on the street.”– Jason Kaufman, research science fellow at Harvard University
Is Facebook right for your chapter? Find out by asking yourself:You‟ll need someone to be responsible for updates; this personwill need to dedicate a time !
You‟ll need the someone to acknowledge and engage fans
If you answered yes to all thesequestions, you‟re ready to set up a Facebook page!If not, please join our national pageand let your stakeholders know they can find MDA there.
Pages vs. GroupsAll offices should create a Facebook Page NOT a FacebookGroup „Pages‟ offer greater visibility, customization andmeasurability. Community pages will currently be accepted as isunless there is a copyright/trademark issue. „Pages‟ work just like personal profiles of individuals. You can: Make friends Update your status Upload videos, photos, and articles Create events
Rules for Facebook Pages• Name your page after your chapter or region• Identify the name and location of your chapter in your profile image• 1 Facebook page. We‟ll explore ways to highlight your action items with Causes• Assign someone to be responsible for updating your page with status updates, post new items, and offer other types of timely content on your page. REMEMBER: you‟ll need to acknowledge and engage your fans here EACH DAY.• We are a 501(c)(3) nonprofit so your chapter may NOT join any political or religious advocacy groups, pages, or causes
Causes are basically online fundraisers You can set up multiple causes for campaigns and current issues We all share a single EIN number so causes you create will benefit MDA!
Tips for Making an Effective Cause• Titles should have an active verb and grab attention i.e. Make a Muscle Campaign• Turn your cause into a campain: Set an achievable goal i.e. raise $1,000 for MDA research• Creatively engage people to invite their friends i.e. “Power of 10” campaign; ask each fan to invite 10 other people to send $10 each• Have a fundraiser up in addition to generic fan pages (the more exposure the better)• Use announcements feature and keep followers in touch.• Make content different (and short) every post• Engage “SUPER USERS” by keeping them encouraged and acknowledging their work• Try different campaigns! In one idea doesn‟t work: toss it and try another one!
Facebook EventWhen your chapter has an impending event (i.e. walks, large one-day fundraisers, etc.), an event page helps you provide criticalinformation to your community.Additionally, you can keep track of your social media presence bymonitoring how many of your FB friends RSVP.
Check out this Event Page from MDA Southern-AZ:
YouTube: “connect, inform, and inspire” YouTube is a center for DIY and information, in addition to entertainment. Create videos or post videos from other sites (with proper permission and without violating copyright of course) based on YOUR community!Check out the following channel to see a local office taking social media into their own hands: MDA Metro NY/NJ & So. New Enghttp://www.youtube.com/user/MDARegionC2
If you decide to begin a YouTube Channel:• Name your channel after chapter or region• 1 YouTube Channel (you can create multiple playlists to organize your channel)• Assign someone to be responsible for updating your channel with new videos. Remember: You should be uploading new videos as frequently as possibly (shoot for 1-2 times a month)• We are a 501(c)(3) nonprofit so your chapter may NOT join any political or religious advocacy groups, pages, or causes
Twitter asks and millions of people answer in 140 characters or less“Twitter represents a collective collaboration that manifests our ability to unconsciously connect kindred voices through the experiences that move us. As such, Twitter is a human seismograph.” – Brian Solis, Principal of FutureWorks
You’ll need to update Twitter multiple times a day Post new items and offer other timely content You’ll need a person responsible for daily upkeep on your page
Twitter is not just about posting your own information, you’llneed to engage and acknowledge followers each day. Here are some common
Hashtag: the symbol before relevant keywords or topics in aTweet which categorizes those Tweets and helps them showmore easily in Twitter Search. (i.e. MDAShow, MuscleUp, etc.)1. use the hashtag symbol before a relevant keyword or phrase(no spaces) in their Tweet.2. Clicking on a hashtagged word in any message shows you allother Tweets marked with that keyword.3. Hashtags can occur anywhere in the Tweet – at thebeginning, middle, or end.
A retweet is a re-posting of someone elses Tweet. Helps you and othersquickly share that Tweet with all of your followers.An looks like normal a Tweet with the authors name and username next toit. It is distinguished by the retweet icon and the name of the user whoretweeted the Tweet. For additional help with Twitter visit the Help Center: https://support.twitter.com/
Any Twitter update that contains "@username" anywhere in thebody of the Tweet. Mentions are commonly referred to as “taggingsomeone”Example: University of Chicago‟s Twitter name - @UChicago
• BE CREATIVE: ENGAGING CONTENT • Be Strategic: don’t ask for donations immediately • Be Persistent: add links to the social media account in every email and press release • Scatter posts throughout the day, at night, and the weekend • Do not clump them all together • Mention other pages and people when it is appropriate • Ask fan engagement questions for posts whenever possible • SPELL CHECK • Thank your fans, followers, sponsors, etc. • Mix it up: photos, questions, videos, supporter content, news stories, etc. • Use quality photos and add details – ask followers to tag themselves • Twitter: Use URL shorteners (http://ow.ly/url/shorten-url - is a good one)
• Use #hashtags in every Tweet • Search for established #hashtags • Create your own • Tweet quotes, breaking news, events, links to articles, photos, websites, etc. • Ask yourself “Would I retweet this?” before tweeting • Engage with your Twitter followers by asking retweeting their answers to your questions • Check often for new Twitter accounts and acknowledge, follow, share, etc. • Follow @MDAnews • Include a link to official site in biography • List Twitter page on your Facebook page • Don’t follow brands that are not endorsers or imposters • Don’t follow those with political or religious affiliations
One of the trickiest components of Twitter is the LIMITEDspace you have to express a thought. Here are a few wordsor phrases to get you started but don‟t be afraid to getcreative and make your own shortened words:
Naming Your Twitter Account: • Choose a name that clearly defines your local affiliation (i.e. @MDALosAngeles) • Keep your names as short as possible. You only have 140 characters (shoot for appx.130), so the less your name takes up, the better for retweetingProfile Image: • Twitter‟s image machine is tiny. It‟s difficult to adhere to brand standards but you must.Twitter Design: • You can choose a background image for your Twitter account. Please follow brand standards if you choose to do this.
LinkedIn is a social networking site built for the professional world.Most businesses use this site as an opportunity to developrelationships with like-minded professionals.
If you think your chapter or region could significantly benefit from useof social media but are worried about the time necessary to run it… helps you manage all your social media sites at once!
Hootsuite is a tool which can be used to:1. Manage multiple social profiles2. Schedule messages and tweets3. Track mentions4. Analyze social media trafficYou can schedule Facebook posts and Twitter messages monthsin advance. Hootsuite even makes it possible to attach images,videos, URLS, etc.
Should I use social media platforms to fundraise? Many people enjoy social media sites because they are free from marketing machines. Our goal isto offer value in these spaces rather than marketing solicitations. Fundraising can be tricky so tread carefully. Once you build an online community, offer tools which make it easy for supporters to do thefundraising for you.
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