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AFL-CIO New Media Academy How To Get Started Integrating Social Media Into Your Online Communications Strategy May 13, 2010 Danielle Hatchett Social Media Manager, AFL-CIO [email_address] Facebook: www.facebook.com/aflcio Twitter: www.twitter.com/aflcio
Social networking and micro blogging service that allows you to answer the question, “What are you doing?”
Combination of various forms of communication like e-mail, instant messenger, blogs, and RSS feeds. Difference is that posts, or tweets, are restricted to 140 characters or less.
What Is Twitter?
Evolved from simply answering the question, “What are you doing?” into
Shared links to interesting content on the web
Conversations around hot topics
Shared photos, videos, music
Real time accounts from people who are in midst of a newsworthy event (like a convention or conference), crisis or natural disaster
10-15 million active users with a median age of 31
Users were tweeting 5,000 times a day in 2007. Today, 50M tweets are sent per day
Tuesday is most active day on Twitter
Sign up at www.twitter.com
Completely fill out user profile
Claim your Twitter handle (i.e. twitter.com/aflcio)
Choose a photo or logo
Create your background
What do I tweet about?
Share news or events from your union (rallies, conferences, meetings, trainings – anything you promote via traditional means. Difference is you only have 140 characters)
Automatically share your blog posts ( www.twitterfeed.com )
Links to relevant news stories around the web (www.bitly.com)
Tweets – 140 character updates on Twitter
Follower -people who are interested in your updates and “follow” you
Direct Message (DM)- private message from one Twitter user to another. Can only be sent when you are following each other
@ - referring to another Twitter user (@cwaunion means I’m speaking directly to or about them)
RT - retweeting is is when you share the tweet of one user with all of your Twitter followers.
# - hashtags are community driven naming convention to help spread information while also organizing it.
Favorite tool of conferences and event organizers
If everyone agrees to add a certain hashtag after their tweet, it becomes easier to find that topic in search (search.twitter.com)
#hcr, #health– health care
#p2 and #topprog (progressives)
Create your own
#aflciojobs (jobs initiative)
Retweeting or “RT”
Twitter users share the best links, tweets and gems they find from others they are following
Important to do in order to build community and not just appear to be putting out your own content
Connect with people and let them know you’re there (gain followers!)
Anatomy of A Tweet
Anatomy of a Tweet
Anatomy of a Retweet
How do I build community?
Directories of progressives
Tweet Progress ( www.tweetprogress.org ) Can also sign up for a Twitter mentor here
Union Twibe ( www.twibes.com/group/union )
AFL-CIO Blog Post: Social Media: New Tools Aid In Organizing (list of unions on Twitter) http://blog.aflcio.org/2009/09/29/social-media-new-tools-aid-in-organizing/
People who use #p2 or #topprog hashtags in their tweets
Get your Twitter account started (claim your username)
Brand your profile
Listen to the conversation and retweet
Connect with people (Find people to follow)
Promote your new social media presence (e-mail signature, website, blog entries, cross promotion)
Getting Started With Facebook
What Is Facebook?
Free online social networking site
Connect -build your network; connect with supporters and other like-minded organizations
Share - spread information about union news and events; share photos, video and other media; start a discussion and get instant feedback from supporters
Number one social networking site with more than 350 million active users
Fastest growing demographic are those 35 and older
Average user has 130 friends on the site
35 million status updates each day
More than 10 million users become fans of Pages each day
More than 45 million active user groups exist on the site
Facebook Tool Summary Manage event information and invitations Event management tool Events Network around a common interest Communities with similar interests Groups Establish official presence Website within Facebook Pages Function What It Is Tool
Facebook Fan Page v. Group
More appropriate for businesses, non-profits, organizations, or any entity that has a legal presence and a brand
No limit on number of fans (members)
Can install applications
Few privacy controls- block people AFTER they become a fan
Indexed by Google
Announcements are sent as Facebook updates – not in user’s inboxes
Frequently used for causes, common interests, and events
Limit of 5,000 members
Cannot install applications
Not indexed by Google
Announcements can be sent as Facebook messages into user’s inboxes
More privacy controls – can restrict access
Geared toward personal interaction– directly connected with the personal profile of person that administers it
Facebook Fan Page v. Group
Groups are great for organizing on a personal level and for smaller scale interaction around a cause.
Pages are better for brands, businesses, or labor unions who want to interact with their fans or customers without having them connected to a personal account
Pages allow you to exceed Facebook’s 5,000 friend cap
Encourage your individual supporters to create groups around your causes
Steps to Create a Facebook Fan Page
To create a Facebook page you first need to create a generic personal profile at www.facebook.com
Fan pages have to be connected with a personal profile (associated with an e-mail address)
Log on to http://www.facebook.com/pages/create.php
Creating a Personal Profile
Go to www.facebook.com .
Enter a name, email, birthday, and an original password.
Click “Sign Up”
Confirmation email will be sent to the email you provided.
Click the attached link in the email.
Your Facebook account is now activated
Creating a Facebook Fan Page
To create a fan page:
Go to facebook.com/pages/create.php and create a new page.
Under category choose Brand, Product, or Organization.
Then choose Non-profit from the pull down arrow
Name your page
Click create page
Creating a Facebook Fan Page
Customize your page (add photo or logo)
Fill out the information under the “Info” tab (year founded, mission – here’s where you can give fans a brief history)
Add Content to Your Fan Page
Empower your fans by giving them content to share – enable them to be viewed as a resource
Ask questions that inspire discussion and even debate
Links to blog posts (can set up to automatically post)
Encourage fans to share their relevant content
Links to news stories around the web
Share content from other affiliates page
Spread news about events, rallies, etc.
Use event tool to invite people to an organized event or even to sign a petition or participate in some virtual event
AFL-CIO Social Media Group
Communications staff from unions and affiliated organizations sharing resources, successful social media campaigns, strategies, and tools
Working on development of social media training tools that can be distributed to unions
Trainings- New Media Academy
New Media Training Academy: Social Media Training
June 3- Intermediate Facebook/Social Media
June 24 –Introduction to Social Media
July 22- Intermediate Facebook/Social Media
Join our Social Media Group
How To Use Social Media For Your Union http://www.aflcio.org/aboutus/upload/socialmedia.pdf
SmartBriefs on Social Media Issues http://www.smartbrief.com/news/socialmedia
Frog Loop: Nonprofit Online Marketing Blog http://www.frogloop.com/socialmedia
Case Foundation: Ask the Guru http://www.ustream.tv/CaseFoundation
Mashable’s Twitter Guide Book (@mashable) http://mashable.com/guidebook/twitter/
Twitter Best Practices for Non Profit Organizations http://www.diosacommunications.com/twitterbestpractices.htm
Beth’s Kanter’s Blog http://beth.typepad.com
Facebook for Nonprofit Beginners: Learn the Basics of this Online Social Networking Tool http://blog.techsoup.org/node/27