For the #FriendsForward Conference, we talked about using digital properties like your website and social accounts to make the most of your important mission and engage with awesome supporters.

1. Digital Communications:
To Educate and Motivate
By Danielle Brigida & Keith Shannon
U.S. Fish and Wildlife Service

2. By the Numbers
Facebook
Messaging
Messaging
Messaging
Social Network
Messaging

3. Social Media at
the U.S. Fish and Wildlife Service
• Over 300 social media accounts
• Over 500,000 people in the national communities
• www.fws.gov/social

4. USFWS Social Media Breakdown
Each region has a regional page and multiple refuge, hatchery
and program accounts

5. Reasons We Engage Communities
Fire = Criticism
Earth = Relationships
Flood = Support

6. Important Questions
• Who are you trying to reach?
• Where do they currently interact online?
• How much capacity do you have and how will
you add value?
• What would “success” look like?
• When will you report back?

7. Your Web, Social and Email
Function as An Ecosystem

8. Community, Network, and Crowd

9. Ways to Find Your
Community
Search Keywords
• Organization’s Name
• Key individuals
• Branding mistakes
• Program references
Referring Traffic
• Google Analytics
• Facebook insights

10. Engaging Strategically:
Find Ways to Listen
Search hashtags, keywords, use lists and
monitor topics

11. Finding Your Audience
• Set-up Google Alerts for keywords
• Investigate Tagboard.com for hashtags
• Explore Trip Advisor, Yelp, Meetup etc.
• Encourage visitors

12. Exploring Instagram

13. Connect with New Content

14. Interact With Locations and Hashtags

15. Keys to a Community
• Listen and observe
• Have fun
• Be relevant
• Be consistent
• Invest in relationships
• Ask questions
• Use images,
storytelling and
passion

16. Have Community Guidelines
• Be clear about
community
expectations
• Kill them with kindness
• Protect the people on
your page

17. Observe How
Content is
Consumed
• Flipboard - News
• Instagram - Images/video
• WhatsApp- Chatting
• Snapchat - Images/video
• Periscope – Live Broadcast

18. Do Not Just “Push it Out”

19. Create Content that Fosters
Connections and Relationships

20. Micro-singularity
Sarah Swenty/USFWS
“What happens when the world’s social
Internet channels momentarily focus their
awareness around a single phenomena”
– Fast Company

21. Add Value to Active Conversations

22. Pay Attention to How Content Shares

23. Have a Posting Strategy
From SmartInsights.com

24. Bring the FUN to Fundraising

25. Give Yourself Time…
To search for the right (legal!) image

26. Where do you find legal inspiration?
• Creative Commons search
• Government and public domain photos
• Community driven – Make a request!
• Morguefile.com
• Stock photography
• Staff
• Photo Contests
• http://list.ly/list/703-free-stock-or-low-cost-
image-sites

27. Case Study 1:
Use Images to Include Others

28. Tip:
Don’t Share
Visuals with
Over 20%
Text

29. Repurpose, Alter, & Crowdsource

30. Case Study 2:
Post to Interpret Information

32. Create Evergreen Content

33. Case Study 3:
Make the Most of Successes
Original

34. Connect in Real Time:
Livestream, Periscope and More

35. No Matter the Network…
• Get to know the users
• Learn the functionality
• Find your niche
• Provide value
• Learn and Grow

36. Listen, Communicate, Create, Track
Time on Social Media
Listening
Communicating
Creating/Experimenting
Tracking
30%
30%
25%
15%

37. Follow Blogs and Leaders
1. curatti.com - for content
2. scoop.it.com - variety of topics
3. mashable.com - current trends
4. sociallysorted.com.au/blog/ - social tips
5. bethkanter.org - for nonprofits
6. razorsocial.com/blog/ - social tips
7. simplymeasured.com/blog - measurement

38. Questions?
Stay in Touch:
danielle_brigida@fws.gov
keith_shannon@fws.gov