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AFL-CIO New Media Academy



Social Media 101 Presentation

Social Media 101 Presentation



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    AFL-CIO New Media Academy AFL-CIO New Media Academy Presentation Transcript

    • 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 Media: Growing Fast
      • 3 out of 4 Americans use social technology
      • 1 in 3 online Americans post to social networks at least once a week
      • Users spend at least 5hrs and 30 min per month on average on social networking sites
      • 99% of social media users believe organizations should have a presence in social media
      • 37% of internet users aged 18-29 use blogs or social networking sites as a venue for political or civic involvement compared to:
        • 17% of online 30-49 year olds
        • 12% of 50-64 year olds
        • 10% of internet users over 65
    • Social Media: Growing Fast
      • Provides additional platforms to spread your message; reach a new audience
      • Plug your cause, raise awareness about an issue, spread the word, and update your network
      • Allows opportunity for instant feedback from your constituents; tap into word of mouth.
      • Connect with influentials (i.e. bloggers, policymakers, press, advocacy organizers and people with large networks)
      • Provides organizing opportunities (IBEW and Comcast Workers)
    • IBEW Taps Into Social Media To Organize http://bit.ly/9m7xal
    • Developing A Social Media Strategy
      • Do some research and find out where your existing audience is
      • Spend some time listening to the conversation
      • Create a campaign around the launch of new social media platforms
      • Produce engaging content
    • Questions We Asked (or wish we had asked!) Before Getting Started
      • Who will manage the site?
      • Who can post items to the site?
      • What kinds of items are appropriate for the site?
      • Are we prepared to let go of control of our brand just a little?
      • How does engaging users via social media integrate with our overall communications/marketing strategy?
      • How will we measure success or failure? (views, number of followers/subscribers, comments)
    • AFL-CIO Social Media Tools
      • Blog : http://www.blog.aflcio.org
      • Facebook : http://www.facebook.com/aflcio
      • Twitter : http://www.twitter.com/aflcio
      • YouTube : http://www.youtube.com/user/aflcionow
      • Flickr : http://www.flickr.com/photos/labor2008
      • Ustream/Livestream: (live broadcasts)- http://www.ustream.tv/user/aflcionow
    • Getting Started With Twitter
    • What is Twitter?
      • 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
    • Twitter Statistics
      • 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
    • Getting Started
      • Sign up at www.twitter.com
      • Completely fill out user profile
      • Brand Yourself
        • 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)
    • Twitter Terminology
      • Jargon
        • 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
      • Symbols
        • @ - 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.
    • Hashtags (www.hashtag.org)
      • 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
        • #aflcio
        • #aflcio09 (convention)
        • #aflciojobs (jobs initiative)
        • #bankshowdown
    • 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?
      • Listening/Retweeting
      • 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
    • Facebook Statistics
      • 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
      • Fan Page
      • 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
      • Groups
        • 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
      • Social Media
        • June 3- Intermediate Facebook/Social Media
        • June 24 –Introduction to Social Media
        • July 22- Intermediate Facebook/Social Media
    • Join our Social Media Group
      • Danielle Hatchett
          • [email_address]
          • www.facebook.com/aflcio
          • www.twitter.com/aflcio
    • Resources
      • 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
    • Resources
      • 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
    • Resources: Listservs
      • Progressive Exchange http://www.progressiveexchange.org/welcome.htm
      • Labor Talk http://groups.google.com/group/laborcom?hl=en