Social Mediafor Non-profits Twitter & E-newsletters Heather Mellon Hayward Area Historical Society
What is Twitter?• From the Twitter website: o ―Twitter is a real-time information network that connects you to the latest information that you find interesting. Simply find the public streams you find most compelling and follow the conversations.‖• In summary: o Live updates about anything and everything, from where you are to what’s happening on tv. Also a cool place to connect with celebrities and get discounts from businesses.
How is Twitter used?• What is a ―Tweet‖? o "At the heart of Twitter are small bursts of information called Tweets. Each Tweet is 140 characters in length, but don’t let the small size fool you—you can share a lot with a little space. You can tell your story within your Tweet, or you can think of a Tweet as the headline, and use the details pane to tell the rest with photos, videos and other media content.‖ Twitter.com o Basically: You can send out 140 characters at a time, use them wisely.• Who uses Twitter? o People (celebrities and the average Joe) o Businesses & brands (including organizations & non-profits) o Places (museums, etc.)
Why Tweet?• What Twitter offers o Real-time updates & interaction o Microblogging – an easy way to share small doses of content o Ideal for mobile phone use o 200 million registered users (via Mashable, as of 9/8/11) • 100 million active at least once a month • 50 million active once a day • 230 million tweets per day o 90% follow at least one brand (via Lab42, as of 8/20/11) • 66% follow to get discounts • 48% follow to participate in contests • 47% follow because they have interesting tweets • 30% follow for customer service
Twitter Terminology, Pt. 1• Mention o Mention a Twitter account, preceded by ―@‖, e.g. ―Thanks for sharing, @HaywardAreaHist!‖ Good way to get the attention of that user.• Retweet (RT) o Forward someone else’s tweet to your followers.• Message (DM) o Privately send a message to another account; also known as ―direct message.‖• Hashtag o A hashtag before a word or phrase marks it as a theme or topic, e.g. ―Today I’m learning about #Twitter for non-profits‖
Twitter Terminology, Pt. 2 • Follow/Follower o When you click on the ―follow‖ button, you are subscribing to that account’s tweets. A ―follower‖ is someone who is subscribed to your tweets. • Feed o Your Twitter feed is what you see when you log in, a chronological list of the tweets of the users you follow. • List o Users can add accounts they are following to lists they have created. Each list shows the feeds from the accounts on that list. • Trending o Topics trending on Twitter are the current most talked about topics. Sometimes hashtagged words/phrases, or just keywords.
Best Practices• How often should I tweet? (via SimplyZesty) o No more than 35 times per day• When should I tweet? (via AllTwitter) o Weekdays have the highest volume, particularly Wednesdays• What should I tweet? (via SimplyZesty) o 80% of those with more than 500 followers prefer to follow a focused account o People are most likely to RT interesting or humorous content o People are most likely to unfollow if you tweet too much or if your tweets appear automated
Tools & Tips• URL shortener o Bit.ly, TinyURL• Scheduling tweets o HootSuite, TweetDeck, Social Oomph, Buffer, etc.• Learning the lingo o Tagdef – tagdef.com - Definitions for different hashtags o Twittonary – twittonary.com – Definitions for various Twitter- related words.• Analytics o Tweetreach – shows average number of people reached per tweet o Twitter Grader – check how influential you are on Twitter; can also search by location
Building a following• Cross-promote o Website, Facebook, e-newsletter, business cards, flyers• Use RT & hashtags o Increases visibility• Find others to follow o Some will follow back! o Twellow – search for Twitter users by location• Always respond o Engagement builds followers
Resources• Social Media/Twitter: o @nonprofitorgs – Information about other nonprofits on Twitter o @SM4Nonprofits – Tips for using social media o @npquarterly – Tweets from the Nonprofit Quarterly journal o @Change4aDollar – Tweets about online marketing, targeted for small businesses and nonprofits• Local Tweeters: o @HaywardChamber, @cityofhayward, @FESCOshelter, @EdenMedCen ter, @HaywardLib, @chabot_college, @CSUEBnews, @HaywardAreaH ist• Websites: o Nonprofit Tech 2.0: nonprofitorgs.wordpress.com o AllTwitter: www.mediabistro.com/alltwitter
E-newsletters• What is e-news? o A means of regularly communicating with a large number of people via email• What is in an e-newsletter? o Updates on events, your mission, what you are doing• Why use an e-newsletter? o A great tool for fundraising o Easy way to build your base o Inexpensive way to instantly communicate with a lot of people
How it works• Sign up for an email marketing service o Constant Contact, Vertical Response, Mail Chimp• Why use a service? o Helps make it look professional o Minimizes spam reports o Easier list maintenance o Provides email analytics• Is it expensive? o Most have non-profit rates
Building your list• Start with any current contact list• Collect email addresses at your events• Post on your website & social media
E-news best practices• Make sure your list is opt-in• Send once a month or less o Unless you want to maintain multiple lists by topic, e.g. Meek Mansion tours• Link back to your website o Keep text in the e-news short and simple
Thank you! Heather Mellon Marketing Coordinator Hayward Area Historical Society (510) firstname.lastname@example.org @HaywardAreaHist