Neoea summer academy 2013


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Social media presentation at the 2013 NEOEA Summer Leadership Conference.

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  • In this Session I’ll coverUsing social media effectivelyOEA’S goals for social mediaWhich channels OEA usesTips for Facebook and TwitterTips for using Facebook and Twitter for your membersPlease feel free to ask for clarification or make comments any time
  • Thousands of social media networks, from the all encompassing social networking sites (Facebook) to the more specialized sites, such as micro blogging networks like Twitter or video sharing sites like YouTube or photo sharing sites like flikr. There are even more niche networks, like networks just to share documents like slideshare, or just to get answers to questions you pose like Quora.
  • Account created around February 2010The best content to publish on Twitter is, obviously, shortand sweet. Whatever piece of content you’re linking to in thetweet, find the most compelling part of the story to include inyour tweet copy. Pulling a shocking data point from your blogpost, for example, is more likely to entice followers to retweetyour content and click the link in your tweet than the title ofyour blog post.
  • Nonprofit channel created on July 10, 2007Cross promote social media. Include links in all communications materials.
  • Created on July 21, 2009
  • Basic account created around June 15, 2007Upgraded to professional account on May 9, 2008Other photo sharing sites like Picassso and photobucket, and also directly through Facebook and Twitter.
  • Neoea summer academy 2013

    1. 1. Dinica Quesada, OEA Communications Specialist,
    2. 2. Public Relations  Increase awareness of specific OEA initiatives  Build / Reinforce OEA’s reputation as proactively working to improve schools and advocating for the right of every child to a high quality public education  Build / Reinforce public perception of OEA as the preeminent source on education issues  Enhance perception of the value of membership Mobilization & Organizing  Gain volunteers and activists — move members along a continuum from a lack of awareness and care to higher and higher levels of awareness, understanding, and agreement, ultimately leading to activism and advocacy
    3. 3. TWITTER  Connect with like-minded organizations  Connect with the media  Provide real-time updates BLOGS  Publicize your expertise  Advance your issues or educate people  Tell stories about your day-to-day work  Promote your website
    4. 4. FACEBOOK  Increase feedback and discussion  Drive traffic to your website and blog  Spread information  Attract event attendees  Get people to take action  Attract donations  Build a community – increase members’ connection to your association
    5. 5. YOUTUBE  Host videos  Create content for website and Facebook  Follow others PINTEREST  Drive traffic to your website and blog  Become the go-to-source for information  Interact with members - create community  Crowd-source for content
    6. 6. 2nd most visited site in the country behind Google 8th 3rd 44th OEA SOCIAL MEDIA PRIORITIES 17th
    7. 7.
    8. 8.  Likes or Fans – Total likes is simply the number of people who have liked your Facebook Page.  Friends of Fans – Friends of fans is the total number of friends that all of your Facebook fans have, taking mutual friends into account.  Reach – The total number of people who have seen content associated with your Page.  Virality – The percent of people who saw a post from your Page through a friend’s sharing it.  People Talking About This – The number of unique users who have created a story about you or some of your content.  Engaged Users – The number of people who have clicked anywhere on your post.  Post – The type of post (text, photo, video, link, platform post, Questions).
    9. 9. From Education Minnesota, Adapted from U.S. Air Force
    10. 10. To increase your reach you have to play into Facebook’s newsfeed algorithm, and you can do that two ways: 1. Post rich content like photos, videos, and links. Facebook gives these higher value for newsfeeds. 2. Get people to engage with your content. The more often people interact with your page, the more often Facebook will show your content to them, thus increasing your reach. Your viral reach will also increase because with every like, comment, or share, meaning your page’s content shows up in more people’s feeds.
    11. 11.  Post tons of images. They get the most likes and shares. Photos also get a lot of comments.  Make posts very short.  Posts with self-referential words, like ―I‖ and ―we‖ tend to get more likes.  Don’t be neutral. Positive and negative or provocative posts get more engagement.  Posts published on Saturdays and Sundays get more likes than those posted during the week.
    12. 12.  Content posted later in the day get more likes and shares — likes peak around 8PM EST, while shares peak around 6PM EST.  Deliberate pacing gets more attention.  Do a ―Like‖ campaign.  Invest in Facebook ads.  Create memes — you can do it quickly on  Publish infographics — your own, or others  Make a graphic out of information instead of just typing it in the status update — simply overlay the info in big, bold text over a relevant image
    13. 13.  Publicize events and programs  Publish a chart or graph with data your fans and followers would care about  Find cartoons about education — people love a laugh  Take behind-the-scenes pictures of your members and events  Share videos  Share tools & tips
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    15. 15.  Include a link! Tweets with links are more than twice as likely to be retweeted.  Ask for retweets.  Place links about 25% of the way through the tweet.  Spread your tweets out throughout the day.  Tweets with more verbs, fewer nouns, are more heavily retweeted and have a higher CTR.  Tweets posted on the weekend have higher CTR than those posted during the rest of the week.  Tweets later in the day. Tweets posted in the afternoon and evening have higher CTR than tweets posted in the morning.
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    19. 19.  How to Get More Likes, Comments and Shares on Facebook: comments-and-shares-on-facebook.html#  Facebook for Nonprofits: Your Questions Answered: marketing/facebook-nonprofits-podcast/  Your burning questions (& our answers) on Facebook metrics and strategy!: facebook-metrics-and-strategy/  How to Get More Clicks on Twitter: twitter.html