AFL-CIO New Media Academy


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AFL-CIO New Media Academy

  1. 1. 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: Twitter:
  2. 2. Social Media: Growing Fast <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>1 in 3 online Americans post to social networks at least once a week </li></ul><ul><li>Users spend at least 5hrs and 30 min per month on average on social networking sites </li></ul><ul><li>99% of social media users believe organizations should have a presence in social media </li></ul><ul><li>37% of internet users aged 18-29 use blogs or social networking sites as a venue for political or civic involvement compared to: </li></ul><ul><ul><li>17% of online 30-49 year olds </li></ul></ul><ul><ul><li>12% of 50-64 year olds </li></ul></ul><ul><ul><li>10% of internet users over 65 </li></ul></ul>
  3. 3. Social Media: Growing Fast <ul><li>Provides additional platforms to spread your message; reach a new audience </li></ul><ul><li>Plug your cause, raise awareness about an issue, spread the word, and update your network </li></ul><ul><li>Allows opportunity for instant feedback from your constituents; tap into word of mouth. </li></ul><ul><li>Connect with influentials (i.e. bloggers, policymakers, press, advocacy organizers and people with large networks) </li></ul><ul><li>Provides organizing opportunities (IBEW and Comcast Workers) </li></ul>
  4. 4. IBEW Taps Into Social Media To Organize
  5. 5. Developing A Social Media Strategy <ul><li>Do some research and find out where your existing audience is </li></ul><ul><li>Spend some time listening to the conversation </li></ul><ul><li>Create a campaign around the launch of new social media platforms </li></ul><ul><li>Produce engaging content </li></ul>
  6. 6. Questions We Asked (or wish we had asked!) Before Getting Started <ul><li>Who will manage the site? </li></ul><ul><li>Who can post items to the site? </li></ul><ul><li>What kinds of items are appropriate for the site? </li></ul><ul><li>Are we prepared to let go of control of our brand just a little? </li></ul><ul><li>How does engaging users via social media integrate with our overall communications/marketing strategy? </li></ul><ul><li>How will we measure success or failure? (views, number of followers/subscribers, comments) </li></ul>
  7. 7. AFL-CIO Social Media Tools <ul><li>Blog : </li></ul><ul><li>Facebook : </li></ul><ul><li>Twitter : </li></ul><ul><li>YouTube : </li></ul><ul><li>Flickr : </li></ul><ul><li>Ustream/Livestream: (live broadcasts)- </li></ul>
  8. 8. Getting Started With Twitter
  9. 9. What is Twitter? <ul><li>Social networking and micro blogging service that allows you to answer the question, “What are you doing?” </li></ul><ul><li>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. </li></ul>
  10. 10. What Is Twitter? <ul><li>Evolved from simply answering the question, “What are you doing?” into </li></ul><ul><ul><li>Shared links to interesting content on the web </li></ul></ul><ul><ul><li>Conversations around hot topics </li></ul></ul><ul><ul><li>Shared photos, videos, music </li></ul></ul><ul><ul><li>Real time accounts from people who are in midst of a newsworthy event (like a convention or conference), crisis or natural disaster </li></ul></ul>
  11. 11. Twitter Statistics <ul><li>10-15 million active users with a median age of 31 </li></ul><ul><li>Users were tweeting 5,000 times a day in 2007. Today, 50M tweets are sent per day </li></ul><ul><li>Tuesday is most active day on Twitter </li></ul>
  12. 12. Getting Started <ul><li>Sign up at </li></ul><ul><li>Completely fill out user profile </li></ul><ul><li>Brand Yourself </li></ul><ul><ul><li>Claim your Twitter handle (i.e. </li></ul></ul><ul><ul><li>Choose a photo or logo </li></ul></ul><ul><ul><li>Create your background </li></ul></ul>
  13. 13. What do I tweet about? <ul><li>Share news or events from your union (rallies, conferences, meetings, trainings – anything you promote via traditional means. Difference is you only have 140 characters) </li></ul><ul><li>Automatically share your blog posts ( ) </li></ul><ul><li>Links to relevant news stories around the web ( </li></ul>
  14. 14. Twitter Terminology <ul><li>Jargon </li></ul><ul><ul><li>Tweets – 140 character updates on Twitter </li></ul></ul><ul><ul><li>Follower -people who are interested in your updates and “follow” you </li></ul></ul><ul><ul><li>Direct Message (DM)- private message from one Twitter user to another. Can only be sent when you are following each other </li></ul></ul><ul><li>Symbols </li></ul><ul><ul><li>@ - referring to another Twitter user (@cwaunion means I’m speaking directly to or about them) </li></ul></ul><ul><ul><li>RT - retweeting is is when you share the tweet of one user with all of your Twitter followers. </li></ul></ul><ul><ul><li># - hashtags are community driven naming convention to help spread information while also organizing it. </li></ul></ul>
  15. 15. Hashtags ( <ul><li>Favorite tool of conferences and event organizers </li></ul><ul><li>If everyone agrees to add a certain hashtag after their tweet, it becomes easier to find that topic in search ( </li></ul><ul><ul><li>#hcr, #health– health care </li></ul></ul><ul><ul><li>#p2 and #topprog (progressives) </li></ul></ul><ul><li>Create your own </li></ul><ul><ul><li>#aflcio </li></ul></ul><ul><ul><li>#aflcio09 (convention) </li></ul></ul><ul><ul><li>#aflciojobs (jobs initiative) </li></ul></ul><ul><ul><li>#bankshowdown </li></ul></ul>
  16. 16. Retweeting or “RT” <ul><li>Twitter users share the best links, tweets and gems they find from others they are following </li></ul><ul><li>Important to do in order to build community and not just appear to be putting out your own content </li></ul><ul><li>Connect with people and let them know you’re there (gain followers!) </li></ul>
  17. 17. Anatomy of A Tweet
  18. 18. Anatomy of a Tweet
  19. 19. Anatomy of a Retweet
  20. 20. How do I build community? <ul><li>Listening/Retweeting </li></ul><ul><li>Directories of progressives </li></ul><ul><ul><li>Tweet Progress ( ) Can also sign up for a Twitter mentor here </li></ul></ul><ul><ul><li>Union Twibe ( ) </li></ul></ul><ul><li>AFL-CIO Blog Post: Social Media: New Tools Aid In Organizing (list of unions on Twitter) </li></ul><ul><li>People who use #p2 or #topprog hashtags in their tweets </li></ul>
  21. 22. <ul><ul><li>Get your Twitter account started (claim your username) </li></ul></ul><ul><ul><li>Brand your profile </li></ul></ul><ul><ul><li>Listen to the conversation and retweet </li></ul></ul><ul><ul><li>Connect with people (Find people to follow) </li></ul></ul><ul><ul><li>Promote your new social media presence (e-mail signature, website, blog entries, cross promotion) </li></ul></ul>
  22. 23. Getting Started With Facebook
  23. 24. What Is Facebook? <ul><li>Free online social networking site </li></ul><ul><ul><li>Connect -build your network; connect with supporters and other like-minded organizations </li></ul></ul><ul><ul><li>Share - spread information about union news and events; share photos, video and other media; start a discussion and get instant feedback from supporters </li></ul></ul>
  24. 25. Facebook Statistics <ul><li>Number one social networking site with more than 350 million active users </li></ul><ul><li>Fastest growing demographic are those 35 and older </li></ul><ul><li>Average user has 130 friends on the site </li></ul><ul><li>35 million status updates each day </li></ul><ul><li>More than 10 million users become fans of Pages each day </li></ul><ul><li>More than 45 million active user groups exist on the site </li></ul>
  25. 26. 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
  26. 27. Facebook Fan Page v. Group <ul><li>Fan Page </li></ul><ul><li>More appropriate for businesses, non-profits, organizations, or any entity that has a legal presence and a brand </li></ul><ul><li>No limit on number of fans (members) </li></ul><ul><li>Can install applications </li></ul><ul><li>Few privacy controls- block people AFTER they become a fan </li></ul><ul><li>Indexed by Google </li></ul><ul><li>Announcements are sent as Facebook updates – not in user’s inboxes </li></ul><ul><li>Groups </li></ul><ul><ul><li>Frequently used for causes, common interests, and events </li></ul></ul><ul><ul><li>Limit of 5,000 members </li></ul></ul><ul><ul><li>Cannot install applications </li></ul></ul><ul><ul><li>Not indexed by Google </li></ul></ul><ul><ul><li>Announcements can be sent as Facebook messages into user’s inboxes </li></ul></ul><ul><ul><li>More privacy controls – can restrict access </li></ul></ul><ul><ul><li>Geared toward personal interaction– directly connected with the personal profile of person that administers it </li></ul></ul>
  27. 28. Facebook Fan Page v. Group <ul><ul><li>Groups are great for organizing on a personal level and for smaller scale interaction around a cause. </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Pages allow you to exceed Facebook’s 5,000 friend cap </li></ul></ul><ul><ul><li>Encourage your individual supporters to create groups around your causes </li></ul></ul>
  28. 29. Steps to Create a Facebook Fan Page <ul><li>To create a Facebook page you first need to create a generic personal profile at </li></ul><ul><li>Fan pages have to be connected with a personal profile (associated with an e-mail address) </li></ul><ul><li>Log on to </li></ul>
  29. 30. Creating a Personal Profile <ul><li>Go to . </li></ul><ul><li>Enter a name, email, birthday, and an original password. </li></ul><ul><li>Click “Sign Up” </li></ul><ul><li>Confirmation email will be sent to the email you provided. </li></ul><ul><li>Click the attached link in the email. </li></ul><ul><li>Your Facebook account is now activated </li></ul>
  30. 31. Creating a Facebook Fan Page <ul><li>To create a fan page: </li></ul><ul><li>Go to and create a new page. </li></ul><ul><li>Under category choose Brand, Product, or Organization. </li></ul><ul><li>Then choose Non-profit from the pull down arrow </li></ul><ul><li>Name your page </li></ul><ul><li>Click create page </li></ul>
  31. 32. Creating a Facebook Fan Page <ul><li>Customize your page (add photo or logo) </li></ul><ul><li>Fill out the information under the “Info” tab (year founded, mission – here’s where you can give fans a brief history) </li></ul>
  32. 33. Add Content to Your Fan Page <ul><li>Empower your fans by giving them content to share – enable them to be viewed as a resource </li></ul><ul><li>Ask questions that inspire discussion and even debate </li></ul><ul><li>Links to blog posts (can set up to automatically post) </li></ul><ul><li>Encourage fans to share their relevant content </li></ul><ul><li>Links to news stories around the web </li></ul><ul><li>Share content from other affiliates page </li></ul><ul><li>Spread news about events, rallies, etc. </li></ul><ul><li>Use event tool to invite people to an organized event or even to sign a petition or participate in some virtual event </li></ul>
  33. 35. AFL-CIO Social Media Group <ul><li>Communications staff from unions and affiliated organizations sharing resources, successful social media campaigns, strategies, and tools </li></ul><ul><li>Working on development of social media training tools that can be distributed to unions </li></ul><ul><li>Trainings- New Media Academy </li></ul>
  34. 36. New Media Training Academy: Social Media Training <ul><li>Social Media </li></ul><ul><ul><li>June 3- Intermediate Facebook/Social Media </li></ul></ul><ul><ul><li>June 24 –Introduction to Social Media </li></ul></ul><ul><ul><li>July 22- Intermediate Facebook/Social Media </li></ul></ul>
  35. 37. Join our Social Media Group <ul><li>Danielle Hatchett </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  36. 38. Resources <ul><li>How To Use Social Media For Your Union </li></ul><ul><li>SmartBriefs on Social Media Issues </li></ul><ul><li>Frog Loop: Nonprofit Online Marketing Blog </li></ul><ul><li>Case Foundation: Ask the Guru </li></ul>
  37. 39. Resources <ul><li>Mashable’s Twitter Guide Book (@mashable) </li></ul><ul><li>Twitter Best Practices for Non Profit Organizations </li></ul><ul><li>Beth’s Kanter’s Blog </li></ul><ul><li>Facebook for Nonprofit Beginners: Learn the Basics of this Online Social Networking Tool </li></ul>
  38. 40. Resources: Listservs <ul><li>Progressive Exchange </li></ul><ul><li>Labor Talk </li></ul>
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