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Social Media for Activism and Change
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Social Media for Activism and Change


How to use social media for activism and social good, including engagement, awareness, and more. Tips and basics on the major social media sites, content strategy, and tools.

How to use social media for activism and social good, including engagement, awareness, and more. Tips and basics on the major social media sites, content strategy, and tools.

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  • Basic Master Slide
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  • 1. Social Media 101 -Social Media for ChangeSTFA – Washington, DC July 27, 2012 Amy Neumann Good Plus Tech, LLC GoodPlusTech.com
  • 2. AgendaWhat is the current socialmedia landscape?Why is social mediaimportant for collectiveimpact?Who, what, when, where,why & how:TwitterFacebookLinkedInYouTubePinterestOther great sites and tools
  • 3. Topics• Why social media?• Twitter• Facebook• LinkedIn• YouTube,Pinterest, visual sites• Metrics, scheduling, and content strategy• Resources “Luck is quite predictable. If you want more luck, take more chances. Be more active. Show up more often.” ~ Brian Tracy
  • 4. Social Media – What It *Is*Social media is a conversation– An opportunity to connect with like-minded people– An innovative platform for innovative ideas– A chance to learn–The ability to network globally like never before– Unparalleled ability to listen to conversations alreadyhappening and proactively be part of them
  • 5. Social Media – What It *Isn’t* It is not a broadcasting/ traditional marketing tool–Remember the “social” in social media–It’s OK (encouraged) to “break the old rules”–Be engaging and social, not only pushing out companyinformation–Share useful information your audience cares about (thingsgleaned from AI, for instance) and not strictly company-related.Humans are interested in many things–It is great for public information but is not “secure”
  • 6. Rapid Growth66% of Americans use social media*,and 62% of the world**(In 2011 it was 50% of Americans)***–http://www.huffingtonpost.com/2012/03/27/email-connects-the-world_n_1381854.html–http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx–http://bits.blogs.nytimes.com/2011/08/26/half-of-america-is-using-social-networks/
  • 7. Social Media June 2012
  • 8. Why Social Media?Word of Mouth – Using Technology• Discover new resources, people, ideas• Share useful information• Connect with clients, experts, industry leaders• Develop relationships and clients• Keep up on trends, learning, news• Highlight expertise and capabilities• Like a conversation, only 10-20% should be “about you.” The rest can be broadly interesting and relevant to your audience, including sharing good content from others.
  • 9. Twitter 3) Graphic Elements should fit within this general area
  • 10. What Works Well - TwitterFrequent contact, sharing news and expertise• Current events and news• Information interesting and helpful to your audience• Retweeting (sharing) others’ content• Sharing blog posts (link automatically)• Quotes• Replying (conversation)• Thanking people• Following back (real people and companies)• Hashtags to track specific topics (#)• Stay under 120 characters so people can RT• Frequency of tweets – 3-100+ a day if engagement is high (replying, RTing); minimum 10-20 per week
  • 11. Facebook
  • 12. What Works Well -FacebookConnect more deeply• Company updates• Industry information• Questions and Answers• Monitor and comment on comments• Like other pages and posts• Photos are most engaging posts• Facebook is not a secure platform so is perfect for public- facing information• Frequency of posting: 1-3 times per day; minimum ideally 3-5 per week
  • 13. LinkedIn
  • 14. Ideas for LinkedInGet employees involved• Create groups to highlight expertise• Create complete Company Profile, ask employees to follow company• Share text employees can use to update their experience• Provide examples for employees so they are linked to company• Provide text for employees to update status• More business-focused topics• Individual employee profiles are key• Update Group 1-5 times a week, answer and ask questions on relevant Groups
  • 15. YouTube
  • 16. YouTube, PinterestVisual storytelling• Keep most videos short• Tell stories• Simple (non-professional) videos and pictures from employee events are also good• Use photos, graphics on blog posts so content can be “pinned”• Have a channel and a page where information is available in one place• Update a couple times a month or so
  • 17. Keep in mind that Content is King...Be everywhere people spend time, and tailormessaging to the audience there:Your site / blogYouTubeFlickrGoogle+WikipediaQuora
  • 18. Metrics, Scheduling, Content StrategyMany tools are available• Blogging is ideal place to house content (company site) to refer to continually• Be sure sharing options and your social media sites are on your website• Schedule tweets, updates in advance for “evergreen” and events• Track links with URL shorteners like bit.ly, or intergrated like Hootsuite• Review reports to see what topics are most popular, interactive• Create a content/editorial calendar• Multiple users can update and multiple accounts can be tracked in one place• Popular tools include Hootsuite, Sysomos, Radian6
  • 19. Excellent Site Examples and Resourceshttp://charitywater.orghttp://livestrong.orghttp://invisiblepeople.tvhttp://liveunited.orghttp://urm.orghttp://youtube.com/charitywaterthanks
  • 20. http://tinyurl.com/3q52php - LinkedIn Tips from Bryan Breckenridgehttp://youtube.com/watch?feature=player_embedded&v=nP9FyY9BFM8 ClaireDiaz-Ortiz of Twitter “Twitter for Good” trailer Texthttp://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/http://rossmcculloch.com/10-must-read-facebook-resources-for-non-profiMashable: http://mashable.com/guidebook/twitter/SocialBrite: http://socialbrite.org/sharing-center/tutorials/twitter/ http://socialbrite.org/sharing-center/glossary/
  • 21. https://facebook.com/nonprofitshttp://Hope140.orghttp://learn.linkedin.com/nonprofits/http://youtube.com/nonprofitshttp://bethkanter.org/wikipedia/http://sparked.comhttp://catchafire.orghttp://taprootfoundation.orghttp://socialbrite.org/2011/04/08/10-rules-for-how-nonprofits-should-use-twitter/http://socialmediatoday.com/leo-widrich/371186/10-top-twitter-tools-suggested-proshttp://charityideasblog.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
  • 22. Thank You! Amy Neumann amy@goodplustech.com 440.867.2155 http://goodplustech.com http://charityideasblog.comhttp://twitter.com/CharityIdeas