Social Media 201: Advanced Tips and Strategies

Social Media 201: Advanced Tips & Strategies
Susan Chavez
#JLAC11

Objectives
Today we will learn how to:
capitalize on your existing League projects and expertise to create engaging content
engage with your network to create a real online community in support of your League’s mission and projects
identify tools to manage your social networking efforts

Reassess
What are your goals?
What are your expectations?
Does your plan need revision? (Have a plan?)
Examined your website?

Your Website
Foundation
Home base for information about your League
All social media profiles lead back to it
First info source about your League to appear in search engine results
Does not impose limitations found on social media platforms

Your Website
Questions to ask:
Is it easy to navigate?
Is it easy and compelling to read?
Content
Fonts & text formats
Is it regularly updated?
Is it easy to connect to your social media channels?

Your Website
Should have:
About Us information
Easy access to program descriptions
Short and sweet descriptions
Button(s) on homepage linking to FB, Twitter, YouTube and/or blog
Easy to read fonts, colors, design
Compelling images
Contact Us information

Your Website
Bonus points:
“Donate Now” button
Rating from Charity Navigator or other nonprofit ratings agency
Testimonials
Links to partner/sponsor sites
E-commerce options for cookbook sales

Your Website
Leverage website, with project information
Create continuity across platforms
Basic Stats (i.e. who you are, contact info)
Messaging
Content

Creating Community
Be open!
Post interesting, well-written content
Don’t forget visuals (when appropriate)
Answer questions
Ask questions/show interest in your community
Conduct polls/surveys

Creating Community
Thank and recognize donors
Follow partners & sponsors
Thank and recognize partners & sponsors
Thank your followers
Comment on others’ content
Recommend/forward their content

Creating Community
Follow nonprofits or organizations with expertise in issues you are working on
Follow your local community
News organizations
Government
Cultural institutions (i.e. museums)
Follow sister Leagues!

Developing Content
Your Junior League in the news
Subscription news service
Google news search
Google alerts
New focus area announcement
Who, what, when, where, why
News/info related to your focus areas
Press releases

Developing Content
Events
press releases
event reminders
post-event wrap up (i.e. photos, sponsor thank-you, fundraising results)
League history
Interesting historical facts

Questions?

Facebook
Use a fan page
Obtain vanity URL
Do not fragment your intended audience
Utilize appropriate FB applications
Customize content
Link back to your website
Update: min. – 2x / week, max. – 1-2 times / day
Allow followers to post comments & content
Monitor comments & respond
Consider changing landing page

Case Study: AJLI

Case Study: AJLI
How it’s done:
Use available, embedded FB applications
“Links” to link back to AJLI website
“Events” to provide information for upcoming conferences
Involver applications
Twitter for Pages
YouTube for Pages
NetworkedBlogs
connected
FBML application
Reproduce & link to existing content

Case Study: JL of London

Case Study: JL of London
How it’s done:
Involver applications
Twitter for Pages
YouTube for Pages
FBML
Programmes

Questions?

Twitter
Try to keep name length short
Post at least 3-5 times a day
Keep message brief
Limit to key details
Limit adjectives
Link to multimedia content
Include (and shorten) links
Ask & thank for retweets

Twitter
Follow key people/organizations
(See slide 9: Creating Community)
Monitor keywords
Variations of your name
Issue-area related keywords
Use a Twitter management system
Follow JLs

Twitter
Use Hashtags
indicates a trending topic, makes search easier
Designated: #[keyword]
Use when appropriate
Do not overuse
Make an effort to use: #FF/#FollowFriday and or #ThankfulThursday

Case Study: AJLI

Case Study: AJLI
How it’s done:
Twitter management tool: HootSuite
Monitor keywords:
“Junior League”
“#JuniorLeague”
Monitor comments/questions directed to @JuniorLeague
Respond and/or provide information
Track trending topics
use appropriate hashtags

Case Study: AJLI

Case Study: JL of Des Moines

Case Study: JL of Des Moines
How it was done:
80th Anniversary Twitter campaign
Developed 80th anniversary hashtag: #JLDM80th
Historical fact tweets
Campaign began in months leading up to anniversary celebration

Questions?

Blogging
Post every 3-4 weeks
Consider commenting on other blog posts
Reproduce content from other sources (with permission & proper attribution)
Feature guest writer
Link to new posts on homepage and/or Twitter and/or Facebook
Send multiple tweets about new content
Consider using Wordpress and/or self-hosting
Use visuals

Case Study: AJLI

Case Study: AJLI
How it’s done:
Consider what’s in the news & what will be in the news
How does The Junior League fit into the story?
Research
Content development
Review & editing
Photo search & editing
Post

Case Study: JL of Calgary

Case Study: JL of Calgary
How it’s done
Content development
Newsletter content
Articles written
Newsletter developed
Editorial
Post

Questions?

YouTube
Create account on YouTube’s nonprofit channel
Include YouTube player on website & FB page
Keep it short!
15 minute maximum video time
Don’t be afraid of DIY aesthetic

Case Study: AJLI

Case Study: AJLI
JLTV on www.AJLI.org after site redesign
Video tab on FB page
Content development
Use existing videos
JL History video
Kids in the Kitchen media highlights reel
Use of Flip cams for JL member testimonials

Questions?

Measuring ROI
ROI = Return on Investment
What does ROI mean for nonprofits?
What does it mean for your Junior League?

Measuring ROI
Website traffic
Linking back to your website
Average number of “likes”/ “RTs” / comments
Increase in inquiries to League HQ
Increased success with media coverage/placements
Event/fundraiser outcome

Measuring ROI
Measurement methods
Built-in website analytic tool
Google Analytics
Facebook fan page analytics
Twitter
Tweetreach
Twitter Analyzer
Klout

What’s Next?
Mobilization
Mobile sites
Browsing on-the-go
Mobile applications
Geosocial networking
Location-based services, i.e. Foursquare, Gowalla, SCVNGR

Questions?

Thank You!
Keep in touch!
Find me at: www.SusanChavez.com
Connect on:______

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Social Media 201: Advanced Tips and Strategies

by Susan Chavez on May 15, 2011

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Social Media 201: Advanced Tips and Strategies — Presentation Transcript