How To Get Started Integrating Social Media Into Your Online Communications Strategy March 3, 2010 Danielle Hatchett Social Media Manager, AFL-CIO 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 (Help for Haiti)
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)
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.
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
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
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.
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 (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
Integrating Your Social Web Presence
Tweet via text messages
Use 3 rd party applications on your phone to tweet
Install Facebook application on your cell
Twitterfeed to automatically post your blogs to Twitter (RSS feed)
Certain platforms will let you blog from your cell phone
Automatically post your Twitter updates to Facebook
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 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
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 personal profile at www.facebook.com
Fan pages have to be connected with a personal profile (associated with an e-mail address) www.facebook.com/aflcio2
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)
Creating a Facebook Fan Page
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
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
Integrate Your Social Media Presence
Make your tools work together
RSS feed (automatically post your blog feed on Facebook)
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)
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
Social Media 101 and 102
Definitions; importance in communications strategy; usage stats
Questions to consider before making it a part of your communications strategy
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
Fan page vs. Group?
Setting up a fan page
Applications you can use to create campaigns
Benefits of advertising on Facebook
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
An Amazing NpTech Social Media Link Buffet: Take Your Pick! http://beth.typepad.com/beths_blog/2009/07/come-join-the-conversation-on-social-media-and-roi-at-chronicle-and-in-the-comments-here.html
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
So You Want a Facebook Fan Page for Your NonProfit Organization http://beth.typepad.com/beths_blog/2009/05/so-you-want-a-facebook-fan-page-.html
Facebook for Nonprofit Beginners: learn the Basics of this Online Social Networking Tool http://blog.techsoup.org/node/27