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  • 1. How To Get Started Integrating Social Media Into Your Online Communications Strategy March 3, 2010 Danielle Hatchett Social Media Manager, AFL-CIO Facebook: Twitter:
  • 2. 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
  • 3. 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 (Help for Haiti)
  • 4. 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
  • 5. 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)
  • 6. AFL-CIO Social Media Tools
    • Blog :
    • Facebook :
    • Twitter :
    • YouTube :
    • Flickr :
    • Ustream: (live broadcasts)-
    • Digg -”Digg this” button next to blog posts
  • 7. Getting Started With Twitter
  • 8. What is Twitter?
    • Social networking and microblogging 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.
  • 9. 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
      • Most importantly real time accounts from people who are in midst of a newsworthy event (like a convention or conference), crisis or natural disaster
  • 10. Twitter Statistics
    • Twitter has 1.5 million active users with a median age of 31.
    • In October 2009, users sent 26 million tweets per day, up from 2.4 million tweets in January 2009.
    • Tuesday is the most active day for tweeting, followed by Wednesday and then Friday
  • 11. Getting Started
    • Brand Yourself
      • Claim your Twitter handle (i.e.
      • Choose a photo or logo
      • Create your background
  • 12. 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 ( )
    • Links to relevant news stories around the web (
  • 13. 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.
  • 14. Hashtags (
    • A community driven naming convention on Twitter 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 (
      • #hcr, #health– health care
      • #p2 and #topprog (progressives)
    • Create your own
      • #aflcio
      • #aflcio09 (convention)
      • #aflciojobs (jobs initiative)
  • 15. 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!)
  • 16. Anatomy of A Tweet
  • 17. Anatomy of a Tweet
  • 18. Anatomy of a Retweet
  • 19. How do I build community?
    • Listening/Retweeting
    • Twitter lists
    • Directories of progressives
      • Tweet Progress ( ) Can also sign up for a Twitter mentor here
      • Union Twibe ( )
    • AFL-CIO Blog Post: Social Media: New Tools Aid In Organizing (list of unions on Twitter)
    • People who use #p2 or #topprog hashtags in their tweets
  • 20. Integrating Your Social Web Presence
    • Cell phone
      • Tweet via text messages
      • Use 3 rd party applications on your phone to tweet
      • Install Facebook application on your cell
    • Blogging
      • Twitterfeed to automatically post your blogs to Twitter (RSS feed)
      • Certain platforms will let you blog from your cell phone
    • Facebook
      • Automatically post your Twitter updates to Facebook
  • 21.
      • 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)
  • 22. Getting Started With Facebook
  • 23. 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
  • 24. Facebook Statistics
    • Facebook is the number one social networking site with more than 300 million active users
    • The fastest growing demographic are those 35 and older
    • Average user has 130 friends on the site
    • There are more than 45 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
  • 25. 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. 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
  • 27. 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
  • 28. Steps to Create a Facebook Fan Page
    • To create a Facebook page you first need to create a personal profile at
    • Fan pages have to be connected with a personal profile (associated with an e-mail address)
    • Log on to
  • 29. Creating a Personal Profile
    • Go to .
    • 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!!
  • 30. Creating a Facebook Fan Page
    • To create a fan page:
    • Go to 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
  • 31. 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)
  • 32. Creating a Facebook Fan Page
    • Settings
      • Set limited restriction on who can see page by country and age group
      • Can also unpublish page if needed
      • Wall settings – set whether fans can post to your wall
    • Applications-short descriptions of those that automatically come with page; option to remove
  • 33. 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
  • 34. Integrate Your Social Media Presence
    • Make your tools work together
    • RSS feed (automatically post your blog feed on Facebook)
    • Install applications
      • Twitter stream to post under a tab on your Facebook page
      • Flickr photos to appear under a tab
      • YouTube videos to automatically post to Facebook (and Twitter – I favorited a YouTube video)
  • 35. 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- Social Media 101 and 102
  • 36. Trainings
    • Social Media 101 and 102
      • Overview –
        • Definitions; importance in communications strategy; usage stats
        • Questions to consider before making it a part of your communications strategy
      • Twitter –
        • How to set up a profile and start tweeting
        • Finding people to connect with
        • Clients you can use to better manage your experience
        • Specific ways to build community
      • Facebook -
        • Fan page vs. Group?
        • Setting up a fan page
        • Applications you can use to create campaigns
        • Benefits of advertising on Facebook
  • 37. Join our Social Media Group
    • Danielle Hatchett
        • [email_address]
  • 38. Resources
    • How To Use Social Media For Your Union
    • SmartBriefs on Social Media Issues http://
    • Frog Loop: Nonprofit Online Marketing Blog http://
    • An Amazing NpTech Social Media Link Buffet: Take Your Pick!
    • Case Foundation: Ask the Guru http://
  • 39. Resources
    • Mashable’s Twitter Guide Book (@mashable)
    • Twitter Best Practices for Non Profit Organizations http://
    • So You Want a Facebook Fan Page for Your NonProfit Organization
    • Facebook for Nonprofit Beginners: learn the Basics of this Online Social Networking Tool
  • 40. Resources: Listservs
    • Progressive Exchange http://
    • Labor Talk http:// =en