VARIOUS SOCIAL NETWORKING CHANNELS
SOCIAL MEDIA PLATFORM OVERVIEW
QUICK START: HOW TO BEGIN
EFFECTIVE SOCIAL MEDIA FOR YOUR MEMBERS1.    Start with a plan that includes:       •   WHAT you plan to do - YouTube Chan...
EFFECTIVE SOCIAL MEDIA FOR YOUR MEMBERS4.    Review       •   Regularly review the progress you are having. The plan you m...
OEA USES FOR SOCIAL MEDIAPublic Relations   Increase awareness of specific OEA initiatives   Protect OEA’s reputation  ...
OEA SOCIAL MEDIA PRIORITIES          2nd          most visited          site in the          country behind          Googl...
TIME COMMITMENT
From Education Minnesota,Adapted from U.S. Air Force
http://www.facebook.com/OhioEducationAssociation
WHAT IS EDGERANK&                   WHY YOU SHOULD CAREFacebook organizes items in each user’s newsfeed, so the ones they ...
HOW EDGERANK WORKSAffinity ScoreAffinity Score means how "connected" a particular user is to the Edge.Facebook calculates ...
HOW TO USE FACEBOOK INSIGHTS               Facebook Page Insights includes several metrics:                   Likes or Fa...
YOUR PAGE OVERVIEWAs a page admin, the first tab you’ll see when you click on Insights is an overview of your Page.This ta...
OVERVIEW GRAPH        Underneath the four top numbers you’ll see a graph with rolling weekly numbers        for ―Talking A...
PAGE POSTS INFOUnder the graph you’ll see a chart of your most recent page updates.    Date – The date that your post was...
BENCHMARKS AND OEA   For every 1,000 Facebook fan page users, the average    nonprofit had 22 People Talking About This i...
FACEBOOK TIPS   Post tons of photos — they get the most likes and shares. Photos also get a lot of    comments, but text ...
QUICK WAYS TO GATHER & CREATE CONTENT    Create memes — you can do it quickly on     memegenerator.com    Publish infogr...
www.twitter.com/OhioEA
www.twitter.com/OhioEA
TWITTER TIPS   Include a link! Tweets with links    are more than twice as likely to    be retweeted.   Ask for retweets...
www.youtube.com/OhioEdAssoc
www.blog.ohea.org
www.flickr.oea
RESOURCES•   How to Get More Likes, Comments and Shares on Facebook:    http://danzarrella.com/infographic-how-to-get-more...
YOU DO NOT NEED TO PARTICIPATE IN EVERY        SOCIAL MEDIA PLATFORM                       Pick places where…             ...
OEA on the web
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OEA on the web

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In this Session:

Using social media effectively

OEA’S goals for social media

Which channels OEA uses

How to measure your success on Facebook

Tips for using Facebook and Twitter for your members

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  • In this Session I’ll coverUsing social media effectivelyOEA’S goals for social mediaWhich channels OEA usesHow to measure your success on FacebookTips 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.
  • Strengths of TwitterConnecting with like-minded organizationsConnecting with the mediaProviding near-real-time updates Strengths of BlogsPublicizing your expertisePromoting your cause or educating peopleTelling stories about your day-to-day work Engaging people in your decisions, or your workPromoting your website and online information Strengths of Facebook — What It’s Good ForIncreased feedback and discussionDriving traffic to your website—and spreading informationAttracting event attendees Getting people to take action Attracting donations.Strengths of YouTube — why nonprofits should use itHost videos – create content for website and facebookFreeFolllow others
  • Create accountFollow other groups and peopleCreate contentPromote your social networks everywhere
  • Pick a social media project that won’t take much time and relates to goals Start with a plan that includes:WHAT you plan to do - YouTube Channel? Facebook? Twitter?WHO you are trying to reach – AudienceWHAT you want them to know/learn/do – MessageHOW you will measure progress/success – ResultsInvestigate before you leap - Research excellent practices and adviceReview resources online and learn from others experiences. Get to know the tool(s) you will use and review examples of what other nonprofits are doing.Leap!Gather your content and put it up. Spread the word through all of your current available channels about the experiment and ask others to comment.
  • ReviewRegularly review the progress you are having. The plan you made before you began should include benchmarks, i.e., "2,000 Fans on Facebook within 6 months". Monitor your progress, including comments and others behavior around your experiment.EvaluateBased on your original plan and results, evaluate your progress. This needn't be a pass/fail kind of evaluation, more of one that assesses progress. ModifyBased on the results you see, modify your experiment based on data. If you are getting lots of fans on Facebook but few enewsletter subscriptions, how can you better highlight your enewsletter and encourage signups on your Facebook page?
  • Social media objectives can not be identical to other communications media such as direct mail, advertising, and editorial, because it follows a very different model, one that is defined by the engagement of the participants. But it canhelp support the overall goals of OEA as an organization in the following ways:Public RelationsIncrease awareness of specific OEA initiativesProtect OEA’s reputationMobilization & OrganizingGet feedback and buy in to overall organization goalsCultivate leadersEnhance members’ perception of the value of membership
  • Facebook (1Billion users) and Twitter (100 Million) YouTube (800 Million) Facebook is not only the commonly used social media network, it is also the second most visited site in the country behind Google. As of August 2012:12% of online adults say they use Pinterest66% of online adults use Facebook Fifty-two percent visit Facebook daily, 20% use LinkedIn 16% use Twitter 8% DailyAs of May 2011, 71% of online adults reported watching videos on a video-sharing site such as YouTube or Vimeoin November 2010, we found that Facebook dominated the SNS: 92% of SNS users were on Facebook; 29% used MySpace; 18% used LinkedIn; and 13% used Twitter.On Facebook on an average day:15% of Facebook users update their own status. 22% comment on another’s post or status. 20% comment on another user’s photos. 26% “Like” another user’s content. 10% send another user a private messageFacebook Users Are More Politically Savvy43% of daily users said they would definitely or probably look for a Facebookpage of an organization when they were thinking about volunteering for it12% said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page and they’d “be concerned” if it did not have one43% said a Facebook page might have an impact on their decision.
  • Beth Kanter, nonprofit social media guru5 hours/week to start listening10 hours/week to participate10-15 hours/week to generate buzz20+ hours/week to build community(At least) 3-6 months until you see resultsEstablish a daily routine
  • Page created on March 24, 2010Group vs. page:When you create a group, you can decide whether to make it publicly available for anyone to join, require administrator approval for members to join or keep it private and by invitation only. Like with Pages, new posts by a group are included in the News Feeds of its members and members can interact and share with one another from the group.Facebook should lead heavily towards visual content, butshould always be accompanied by explanatory text to givethe visuals context. Visual content has higher engagementon Facebook, and the more engagement your contenthas, the more positively Facebook’sEdgeRank Algorithmwill favor your posts -- thus expanding your reach! You canalso be much more personal with the content you post toFacebook, since it’s where people go to chat with friends … not coworkers.
  • Overall, the likelihood that your page’s content will get into a user’s news feed is determined by how recently the content was created, what type of content it is, and past interactions between your page and the user.
  • Affinity score: For example, I'm friends with my brother on Facebook. In addition, I write frequently on his wall, and we have some mutual friends, which makes my affinity score higher with my brother, so Facebook knows I'll probably want to see his status updates.Edge Weight: Facebook calls actions "Edges.” Explicit actions include clicking, liking, commenting, tagging, sharing, and friending. And a story about that Edge might show up in the user's personal newsfeed. By default, you are more likely to see a story in your newsfeed about me commenting on a fan page than a story about me liking a fan page. Because each of these interactions has a different weight that reflects the effort required for the action--more effort from the user demonstrates more interest in the content. Also new Facebook features generally have a high Edge weight in order to promote the feature to users. For example, when Facebook rolled out, check-ins
  • Likes or Fans – Total likes is simply the number of people who have liked your Facebook Page up until yesterday.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 number of people who have seen content associated with your Page.Virality – The percent of people who saw a post from your Page and “talked about it” (see above).People Talking About This – The number of unique users who have created a story about you or some of your content. People talking about this: This includes users who have liked your Page, commented on or shared a post from your Page, answered a Question you’ve asked on your Page, or tagged your Page in an update or in a photo. This also includes Facebook users who’ve responded to an event on your Page. What type of action they took is available to download in an Excel spreadsheet.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).Platform posts: using 3rd party tools to post on Facebook, such as HootSuite or Seizmic
  • Total Likes – Total likes is simply the number of people who have liked your Facebook Page up until yesterday.Friends of Fans – Friends of fans is the total number of friends that all of your Facebook fans have, taking mutual friends into account. People Talking About This – This is the number of people who engaged with your Page over the past seven days, meaning they have created a story from your post whether through commenting, clicking, liking or sharing.Weekly Total Reach – This is the number of people who have seen any content associated with your Page over the past seven days. The percent increase or decrease next to this number is a comparison with the previous seven-day period.To increase your reach you have to play into the EdgeRank algorithm, and you can do that two ways:Post rich content like photos, videos, and links. EdgeRank gives these higher value for news feeds.Get people to engage with your content. As people are interact with your page more, EdgeRank will show your content to them more often, thus increasing your reach. Your viral reach will also increase because with every like, comment, or share, your page’s content shows up in more people’s feeds.
  • Number of postsTalking About This – The number of people who have created a story from your post.Reach – The number of people who saw your post, or the number of times that update was displayed.
  • Each column can be sorted, and you can even filter by post type at the top left of this spreadsheet (click on “All Post Types” at the top right of the spreadsheet to filter).Date – The date that your post was published.Post – The type of post (post, photo, video, link, platform post) and excerpt.Reach – The number of people who saw your post, or the number of times that update was displayed.Engaged Users – The number of people who have clicked anywhere on your post.Talking About This – The number of people who have created a story from your post.Virality – The number of people your post reached who “talked about it” (Talking about this divided by Reach).Facebook is rolling out a welcome new feature. If you go to a page and click on the "LIKED" button and select "Get Notifications," whether or not a post is rated by EdgeRank to show up in your newsfeed, you will receive a notification nonetheless.
  • OEA’sFacebook page continues to outperform other non-profits whether looking at comparable email lists or number of fans. For example, We Are Ohio has 107,906 fans and their “talking about this” number is 9,833 or 9%. OEA has 3,364 fans, but our number is 2,529 or 75%.For every 1,000 Facebook fan page users, the average nonprofit had 22 People Talking About This in a given week, approximately 20%. OEA’sFacebook page averages 75%. Overall, nonprofits averaged 2.5 actions per 1,000 fan page users. OEA averages 44 actions.Size isn’t everything. Reach is more important. For the average nonprofit, their reach is just under 20% of their fan page audience. OEA’s reach averages 90%.On average, viral activity accounted for 32% of a nonprofit fan page’s overall daily total reach. OEA’svirality is a little low at 27%.The typical nonprofit’s Facebook fan page has 6 people who interact with a post from that organization, for every 1,000 -- OEA averages 67 for every 1,000.Median growth rate for nonprofit fan page audiences last year was 70%. Here is where OEA is very weak, at only 10% growth rate.
  • To increase your reach you have to play into the EdgeRank algorithm, and you can do that two ways:Post rich content like photos, videos, and links. EdgeRank gives these higher value for news feeds.Get people to engage with your content. As people are interact with your page more, EdgeRank will show your content to them more often, thus increasing your reach. Your viral reach will also increase because with every like, comment, or share, your page’s content shows up in more people’s feeds.In addition to photos:Posts that are either very short, or very long — between 400 and 500 characters.self-referential wordsWeekends good, Thursdays badlikes peak around 8PM EST, while shares peak around 6PM EST.Don’t be neutral. Positive and negative or provocative postsDo a “Like” campaign
  • Create memes — you can do it quickly on memegenerator.comPublish infographics — your own, or othersMake 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 imagePublicize events and programsPublish a chart or graph with data your fans and followers would care aboutFind cartoons about education — people love a laughTake behind-the-scenes pictures of your members and eventsShare videosShare tools & tips
  • 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.
  • 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.Longer tweets, between 120-130 characters, have the highest clickthrough rates (CTR).Spread out your tweets.Tweets with more verbs, fewer nouns, are more heavily retweeted and have a higher CTR.Tweets posted on Fridays, Saturday and Sunday have higher CTR than those posted during the rest of the week.Tweets later in the day. Tweets posted in the afternoon and evening hours have higher CTR than tweets posted in the morning.
  • 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.
  • How to Get More Likes, Comments and Shares on Facebook:Facebook for Nonprofits: Your Questions Answered [Speakeasy #18]:Your burning questions (& our answers) on Facebook metrics and strategy!:How to Get More Clicks on Twitter:Me on Pinterest
  • Pick places where……your supporters are…where you are comfortable…features match your goals
  • OEA on the web

    1. 1. VARIOUS SOCIAL NETWORKING CHANNELS
    2. 2. SOCIAL MEDIA PLATFORM OVERVIEW
    3. 3. QUICK START: HOW TO BEGIN
    4. 4. EFFECTIVE SOCIAL MEDIA FOR YOUR MEMBERS1. Start with a plan that includes: • WHAT you plan to do - YouTube Channel? Facebook? Twitter? • WHO you are trying to reach – Audience • WHAT you want them to know/learn/do – Message • HOW you will measure progress/success – Results2. Investigate before you leap - Research excellent practices and advice • Review resources online and learn from others experiences. Get to know the tool(s) you will use and review examples of what other nonprofits are doing.3. Leap! • Gather your content and put it up. Spread the word through all of your current available channels about the experiment and ask others to comment.
    5. 5. EFFECTIVE SOCIAL MEDIA FOR YOUR MEMBERS4. Review • Regularly review the progress you are having. The plan you made before you began should include benchmarks, i.e., "2,000 Fans on Facebook within 6 months". Monitor your progress, including comments and others behavior around your experiment.5. Evaluate • Based on your original plan and results, evaluate your progress. This neednt be a pass/fail kind of evaluation, more of one that assesses progress.6. Modify • Based on the results you see, modify your experiment based on data. If you are getting lots of fans on Facebook but few enewsletter subscriptions, how can you better highlight your enewsletter and encourage signups on your Facebook page?
    6. 6. OEA USES FOR SOCIAL MEDIAPublic Relations Increase awareness of specific OEA initiatives Protect OEA’s reputation Build / Reinforce public perception of OEA as a reliable, credible, and preeminent source of information on a wide range of education issues, particularly public education policy and best practices Build / Reinforce OEA’s reputation advocating for the right of every child to obtain a high quality public education and consistently and proactively working to improve schoolsMobilization & Organizing Share OEA’s strategy and priorities Encourage members to participate in OEA programs and events by moving 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 Enhance members’ perception of the value of membership
    7. 7. OEA SOCIAL MEDIA PRIORITIES 2nd most visited site in the country behind Google 8th3rd 44th 17th
    8. 8. TIME COMMITMENT
    9. 9. From Education Minnesota,Adapted from U.S. Air Force
    10. 10. http://www.facebook.com/OhioEducationAssociation
    11. 11. WHAT IS EDGERANK& WHY YOU SHOULD CAREFacebook organizes items in each user’s newsfeed, so the ones they thinkthe user will find most interesting appears at the top. EdgeRank is theFacebook algorithm that they use to decide which stories appear in ausers newsfeed and how high up on the feed. So if your post doesnt scorewell, no one will see it.EdgeRank is like a credit rating: its invisible, its important, its unique toeach user, and no one other than Facebook knows knows exactly how itworks. Facebook says that the three ingredients of the algorithm are: Affinity Score Edge Weight Time Decay
    12. 12. HOW EDGERANK WORKSAffinity ScoreAffinity Score means how "connected" a particular user is to the Edge.Facebook calculates affinity score by looking at explicit actions that userstake, and factoring in 1) the strength of the action, 2) how close theperson who took the action was to you, and 3) how long ago they took theaction.Edge WeightEach category of edges has a different default weight. This means, forinstance, that comments are worth more than likes. Facebook alsochanges the edge weights to reflect which type of stories they think userwill find most engaging. For example, photos and videos have a higherweight than links.Time DecayAs a story gets older, it loses points because its "old news.‖
    13. 13. HOW TO USE FACEBOOK INSIGHTS Facebook Page Insights includes several metrics:  Likes or Fans – Total likes is simply the number of people who have liked your Facebook Page up until yesterday.  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 number of people who have seen content associated with your Page.Affinity  Virality – The percent of people who saw a post from your Page andScore ―talked about it‖ (see above).  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 onEdge Weight your post.  Post – The type of post (text, photo, video, link, platform post, Questions).
    14. 14. YOUR PAGE OVERVIEWAs a page admin, the first tab you’ll see when you click on Insights is an overview of your Page.This tab shows you the day-to-day information you need to know as a page administrator. Thosefour numbers at the very top of this page are the most current snapshot of your page. Total Likes – Total likes is simply the number of people who have liked your Facebook Page up until yesterday. Friends of Fans – Friends of fans is the total number of friends that all of your Facebook fans have, taking mutual friends into account. People Talking About This – This is the number of people who engaged with your Page over the past seven days, meaning they have created a story from your post whether through commenting, clicking, liking or sharing. Weekly Total Reach – This is the number of people who have seen any content associated with your Page over the past seven days. The percent increase or decrease next to this number is a comparison with the previous seven-day period.
    15. 15. OVERVIEW GRAPH Underneath the four top numbers you’ll see a graph with rolling weekly numbers for ―Talking About This‖ and ―Weekly Total Reach‖ for the past month. You’ll also see dots for each day that you’ve posted to your page (dot size indicates the number of posts for that day). 18,718 users reached 13,082 users reached Sunday 10/14/12 Monday 10/29/12 9,439 users reached Sunday 10/21/121,082 people talking about this 455 people talking about this 1,328 people talking about this Sunday 10/14/12 664 people talking about this Monday 10/29/12 Monday 11/5/12 Sunday 10/21/12 3 posts 3 posts 6 posts 1 post  Talking About This – The number of people who have created a story from your post.  Reach – The number of people who saw your post, or the number of times that update was displayed.
    16. 16. PAGE POSTS INFOUnder the graph you’ll see a chart of your most recent page updates. Date – The date that your post was published. Post – The type of post (post, photo, video, link, platform post) and excerpt. Reach – The number of people who saw your post, or the number of times that update was displayed. Engaged Users – The number of people who have clicked anywhere on your post. Talking About This – The number of people who have created a story from your post. Virality – The number of people your post reached who ―talked about it‖ (Talking about this divided by Reach).
    17. 17. BENCHMARKS AND OEA For every 1,000 Facebook fan page users, the average nonprofit had 22 People Talking About This in a given week, approximately 20%. OEA’sFacebook page averages 75%. Daily Action Rate is metrics gold! Daily Action Rate is calculated as the number of daily likes and comments on a page’s content divided by the number of Facebook users. Overall, nonprofits averaged 2.5 actions per 1,000 fan page users. OEA averages 44 actions. Size isn’t everything. Reach is more important. For the average nonprofit, their reach is just under 20% of their fan page audience. OEA’s reach averages 90%. On average, viral activity accounted for 32% of a nonprofit fan page’s overall daily total reach. OEA’s virality is a little low at 27%. The typical nonprofit’s Facebook fan page has 6 Daily Page Engaged Users, or 6 people who interact with a post from that organization, for every 1,000 fan page users. OEA averages 67 for every 1,000. Median growth rate for nonprofit fan page audiences last year was 70%. Here is where OEA is very weak, at only 10% growth rate.
    18. 18. FACEBOOK TIPS Post tons of photos — they get the most likes and shares. Photos also get a lot of comments, but text updates get slightly more. Posts that are either very short, or very long have a higher percentage of likes. Long posts also tend to have more shares — the sweet spot is between 400 and 500 characters. Show some personality! Posts with self-referential words, like ―I‖ and ―me‖ tend to get more likes. Posts published on Saturdays and Sundays receive a higher percentage of likes than those posted during the business week — and Thursday is the lowest day for generating likes! Content posted later in the day get more likes and shares — likes peak around 8PM EST, while shares peak around 6PM EST. Don’t be neutral. Positive and negative or provocative posts get more engagement. Negative posts tend to get more comments. Do a ―Like‖ campaign.
    19. 19. QUICK WAYS TO GATHER & CREATE CONTENT Create memes — you can do it quickly on memegenerator.com 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 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
    20. 20. www.twitter.com/OhioEA
    21. 21. www.twitter.com/OhioEA
    22. 22. TWITTER TIPS 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. Longer tweets, between 120-130 characters, have the highest clickthrough rates (CTR). Spread out your tweets. Tweets with more verbs, fewer nouns, are more heavily retweeted and have a higher CTR. Tweets posted on Fridays, Saturday and Sunday have higher CTR than those posted during the rest of the week. Tweets later in the day. Tweets posted in the afternoon and evening hours have higher CTR than tweets posted in the morning.
    23. 23. www.youtube.com/OhioEdAssoc
    24. 24. www.blog.ohea.org
    25. 25. www.flickr.oea
    26. 26. RESOURCES• How to Get More Likes, Comments and Shares on Facebook: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares- on-facebook.html#• Facebook for Nonprofits: Your Questions Answered [Speakeasy #18]: http://blogs.constantcontact.com/product-blogs/social-media- marketing/facebook-nonprofits-podcast/• Your burning questions (& our answers) on Facebook metrics and strategy!: http://labs.mrss.com/your-burning-questions-our-answers-on-facebook-metrics- and-strategy/• How to Get More Clicks on Twitter: http://danzarrella.com/infographic-how-to- get-more-clicks-on-twitter.html• Social Media Tips on Pinterest: http://pinterest.com/dinicaq/social-media-tips/
    27. 27. YOU DO NOT NEED TO PARTICIPATE IN EVERY SOCIAL MEDIA PLATFORM Pick places where… …your supporters are …where you are comfortable …features match your goals
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