AIUSA social media training
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AIUSA social media training



Social media guide and tips for AIUSA social media profile managers.

Social media guide and tips for AIUSA social media profile managers.



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AIUSA social media training Presentation Transcript

  • 2. I. OverviewII. AIUSA social strategyIII. AIUSA national social presenceIV. Your social strategyV. FacebookVI. TwitterVII. ResourcesVIII.Q & A
  • 3. OVERVIEW• This presentation is meant for AIUSA staff and volunteers interested in how social media can help us deliver our mission.• This presentation will familiarize you with our national social media philosophy and guide you in creating and managing your own local or issue- related social media profiles.
  • 4. I. OverviewII. AIUSA social strategyIII. AIUSA national social presenceIV. Your social strategyV. FacebookVI. TwitterVII. ResourcesVIII.Q & A
  • 5. AIUSA SOCIAL STRATEGYWe use social media to build public support for humanrights by recruiting, engaging and activating a nationalcommunity of members and supporters.Social media helps us connect with like-minded people to share, learn,and ultimately drive actions for human rights.
  • 6. I. OverviewII. AIUSA social strategyIII. AIUSA national social presenceIV. Your social strategyV. FacebookVI. TwitterVII. ResourcesVIII. Q&A
  • 8. FACEBOOK Good for:  Mobilizing followers to take action quickly  Reaching wider audiences through Facebook‟s easy sharing tools  Monitoring supporter feedback  Interacting through online chats or other discussions
  • 9. FACEBOOK ACTION CENTERTake action tab Take action without leaving the news feed
  • 10. TWITTER or @amnesty Good for:  Mobilizing followers to take action quickly  Targeting legislators, corporations or other officials directly on Twitter.  Interacting with supporters
  • 11. HOW WE MEASURE IMPACT Insights
  • 12. I. OverviewII. AIUSA social strategyIII. AIUSA national social presenceIV. Your social strategyV. FacebookVI. TwitterVII. ResourcesVIII.Q & A
  • 13. YOUR SOCIAL MEDIA PRESENCE• We‟ll focus on Facebook and Twitter today.
  • 14. SOCIAL MEDIA: ARE YOU READY?Before you start building your social media presence you should: Review AIUSA‟s social media policy (tips on what you can and can‟t say) Learn the culture and logistics of Facebook and Twitter (we‟ll be covering that today) Identify who will manage your profile/s Note on interns: It‟s ok for interns post content but not ideal and definitely not without being closely managed by an AI staff member. Social media sites are another tool to communicate our mission. Those posting publicly on behalf of Amnesty should understand our issues, policies and have basic marketing skills. (See: Five Reasons the Intern Shouldn’t Run Social Media) Have time to update your page and interact regularlyIf you checked all these things you‟re ready to create your Facebook or Twitter profiles! If not, please join and participate in our national Facebook and Twitter pages and tell your stakeholders to do the same.
  • 15. SOCIAL MEDIA: YOUR STRATEGYSet out a clear goal that your social media presence will help you achieve. You should think about: Who is your audience? What do you want them to do? (ie attend events, join local groups, take action, etc) How will your social media presence help achieve your program goals and objectives?
  • 16. SOCIAL MEDIA: FIND YOUR VOICE• Determine posting tone. It‟s usually best to use an informal, conversational tone.• Will you use “we” or identify the person writing and use “I”?• It‟s ok to go for a lighter style just be consistent and make sure it makes sense with your issue (ie if your page is about torture you may want to be more serious).
  • 17. SOCIAL MEDIA: MEASURE SUCCESSDetermine how you will measure your success. You may want to track:  Reach: the number of fans/followers you’re speaking with.  Engagement: how compelling is your content? (track click-throughs, retweets, comments, likes, impressions)  Influence: Are you converting your followers to take some sort of action?  Attrition: Are your followers sticking around?
  • 18. SOCIAL MEDIA: MEASURE SUCCESSFree tools that can help you manage your social media profiles and measure your success: Facebook Insights
  • 19. I. OverviewII. AIUSA social strategyIII. AIUSA national social presenceIV. Your social strategyV. FacebookVI. TwitterVII.ResourcesVIII.Q & A
  • 21. FACEBOOK: WHAT TYPE OF PROFILE?These are the types of profiles you will likely be creating on Facebook  Regional pages – ie Amnesty West  Campaign or issue related pages or groups – ie Abolish the Death Penalty
  • 22. FACEBOOK: PAGES OR GROUPS?Pages: Pages act a lot like personal profiles and can be accessed by anyone. Regions should definitely create pages. Campaigns may or may not want to create a page, as a group might be a better fit.Groups: Groups are best for organizing smaller, more focused groups of people such as committees, activists, volunteer groups, etc. They can be set to public or private. Create a group here.Note: You should never use a personal Facebook profile as an Amnesty profile. It is against Facebook’s rules and best practices. If you are currently using a personal profile as an official AIUSA page, convert it to a page now.
  • 23. FACEBOOK: GROUPSGroups are great way to mobilize activists around a specific campaign orissue. Group members can communicate and share information with eachother. Groups are a great way to help empower your uber activists. Create a group • Create your page here. • Determine privacy. – Open: Anyone can view group content. It is findable in Facebook search. – Closed: Group content is private but the group is findable in Facebook search. – Secret: No one can find group or view content. • Identify the title. Since groups are useful for organizing people already involved with AIUSA it‟s ok to use those “insidery” terms.
  • 24. FACEBOOK: PAGESPages are great way to educate and connect with like-minded people onFacebook. Pages can be successful for growing supporters around a high-profile issue or geographically.Create a page• Create your page here.• Choose category. Most likely “cause” or “community”• Identify the title. Shorter is better but avoid “insidery” terms like AIUSA. Some good examples: – Amnesty Students – Amnesty West• Complete the info section. – Include a short mission statement that includes your affiliation with Amnesty – Include your full address if you have a regional office – Include your community guidelines – Include a link back to a relevant page on our website (or just the homepage) – Don‟t refer to Amnesty as “AIUSA” in your info section.• Upload a profile picture.• Create friendly URL. Once you have 25 fans you can create a custom URL like by going here.
  • 25. FACEBOOK: WHAT SHOULD YOU SAY?You should write detailed posting guidelines, especially if you will have interns help post. Here are some tips: Your followers will1. Share good content be as psyched as From AIUSA or external -- if it‟s interesting and relevant share it! Keep in mind this guy! that many of your followers will already be fans of our national page so your messaging should add your own unique value.2. Engage your audience Ask questions, provide feedback, respond to questions and concerns3. Simplify the ask Don‟t overwhelm people with complex detail - keep it simple and engaging.4. Post photos Especially if you‟re managing a regional page, upload photos from your events.5. Repeat yourself If there is a key message or action you want to get across don‟t just say it once.6. Feedback and thanks Tell supporters how it is going, make a big deal of successes and always thank them for their involvement
  • 26. FACEBOOK: HOW OFTEN TO POST? • Find the right balance of keeping your fans up-to-date without making them unsubscribe. • Some have found users more engaged posting 1-2 posts per day. Some say post every other day for maximum engagement.* Our page analysis shows more than 3 posts a day increases unsubscribes dramatically. • Never post “for the sake of posting” – only when we have relevant or compelling content to promote.*Resources on Facebook posting timing
  • 27. FACEBOOK: MODERATION Create a clear moderation policy • Have a clear process for dealing with inappropriate content and spam. • Don‟t be afraid to ban the worst offenders. We want our pages to be places where people want to come and interact. Hostile comments and spam drive people away. • But don‟t delete constructive criticism. Use it as an opportunity to engage or reiterate AIUSA‟s position. • You can copy or modify the AIUSA Facebook page community guidelines
  • 28. FACEBOOK: COMMON MISTAKES1. Adding links as text Instead add your link here and click attach Then insert your text and click share
  • 29. FACEBOOK: COMMON MISTAKES People want to hear from2. Automating content humans not robots!• There are many services that allow you to automatically pull in links or other content to your feed. While this may sound like a quick and easy way to get content on your feed, don‟t do it. If you don‟t have the time to post regularly to your page, it might not be worth creating the page.
  • 30. FACEBOOK: COMMON MISTAKES3. Not engaging in the conversation – Respond to questions and comments posted on your wall – Respond to questions and comments posted on news feed items – “Like” comments while using your page‟s persona on other pages Social media is a conversation
  • 31. FACEBOOK: COMMON MISTAKES4. Not providing complete Will this guy understand what’s going on? info on event listings Always include:  The words “Amnesty International” (not AIUSA or AI)  The 5 Ws (who, what, where, when and why)  Contact info such as an email address or phone number  Link to a relevant page on our Website
  • 32. FACEBOOK: COMMON MISTAKES5. Using ALL CAPS Just don‟t do it. Its hard to read and it “sounds” like you‟re shouting.
  • 33. FACEBOOK: TIPS & TRICKSTake on your page’s persona… and use Facebook as your page
  • 34. FACEBOOK: TIPS & TRICKSTag pages in your postsTag by typing @ and start typing the first few letters of the page name. It should automatically show up. By tagging a page your post will show up on that page‟s wall.
  • 35. FACEBOOK: TIPS & TRICKSHost a Facebook Chat Sample chat on EgyptFacebook chats are an easy and quick way to hold a meaningful discussion on your Facebook wall and engage your fans.Make sure to change your wall settings to “all posts” prior to your chat.Your users can post questions directly to your wall during the chat.
  • 36. I. OverviewII. AIUSA social strategyIII. AIUSA national social presenceIV. Your social strategyV. FacebookVI. TwitterVII. ResourcesVIII. Q&A
  • 38. TWITTER FACTSTwitter is a platform for sharing succinct messages to a potentially wideaudience instantly. Good content can spread rapidly on Twitter, raising visibilityof an issue, organization or Tweeter. 100 million active users/month & 50 million users/day receives 400 million visitors a month Tweets on Twitter can rapidly go viral  #2 Tweet in 2011 was “Troy Davis” beating out Steve Jobs, Japan. Influencers are on Twitter: – According to one study, 50% of all the tweets come from just 20,000 users: “It’s really dominated by this media-celebrity-blogger elite. It’s a small number of users who are hyper-connected, and then there’s everybody else just paying attention to those people.” – Twitter users are 3 times more likely than other social networkers to amplify their influence across the web. – 87% of journalists and 85% of “other” influencers maintain an active Twitter presence for their website or blog
  • 39. TWITTER: CREATE YOUR PROFILE • Create your profile here. • Identify the title. It goes in the name section. Very limited by characters so be concise! Examples – Amnesty Intl Seattle – Amnesty USA Students • Choose your username. This is your Twitter “handle.” Shorter is better on Twitter! But it should make to external peeps. Some examples: – AmnestyWest – AmnestyYouth • Complete the bio section. – Include a short mission statement. – Include a link back to a relevant page on our website (or just the homepage) – Use relevant #hashtags – Make sure you mention your „Amnesty International‟ affiliation (you can use @amnesty) somewhere in your bio. • Upload a profile picture.
  • 40. TWITTER: BEST PRACTICES Be social. It isn‟t about broadcasting or advertising, it‟s about interacting and relationships. The real power of Twitter comes from the community you are creating with your followers, and the conversation you can have with them. Should not only focus on the organization. Be authentic. Let your personality shine if you‟re tweeting as a “person.” Follow 60-30-10 rule. 60% re-tweets or links to items from other users or sites, 30% conversation and responses, 10% announcements and events.
  • 41. TWITTER: WHAT DO I SAY?140 characters may be intimidating, but there is a lot you can pack into a short tweet.• The best tweets are even shorter than 140 characters, which leaves room for another user to retweet your content, by adding “RT” and your twitter handle (ie, RT @amnesty.)
  • 42. TWITTER: INTERACTOn Twitter, it is easy to directly interact with another user by including their Twitter handle in a tweet.• A mention refers to the person (or organization!) behind the Twitter account.• A reply addresses the person directly. Replies do not show up in the Twitter feed of people not following both handles.• Mentions and replies can be great sources of content (retweet the good ones!) and chances to interact with your supporters.• Tools like HootSuite and Tweet Deck are useful when keeping track of interactions on Twitter.
  • 43. TWITTER: HASHTAGS• Hashtags are a way to organize content on Twitter and make it easily searchable. Using hashtags also help important words in your tweet stand out.• Trending Topics are hashtags or words that are popular on Twitter at that moment.
  • 44. TWITTER IN 10 MINUTES A DAY Pop on whenever you have a little time (2-3 times/day). Click on @mentions and answer any tweets that came to you. Type your username into the search box and answer any tweets that mention you. Scan your news feed and reply to any interesting tweets. It‟s always good to be helpful to others with useful responses. Share and re-tweet what interests you, including interesting tweets, news articles, facts or powerful stats, anecdotes, photos, videos, etc.
  • 45. I. OverviewII. AIUSA social strategyIII. AIUSA national social presenceIV. Your social strategyV. FacebookVI. TwitterVII. ResourcesVIII. Q&A
  • 46. RESOURCESAIUSA National Profiles• Facebook:• Twitter:• YouTube:• FourSquare:• Tumblr:• Pinterest:• Google+: 101853998869384194597/posts• Blog:
  • 47. RESOURCESAIUSA Social Media Managers Facebook Group: Join this group!AIUSA Social Media Profiles DirectoryNonprofit Focused• 50 Social Media Tactics for Nonprofits: Great list of social media tactics you can try• Frogloop, Care2‟s Nonprofit Marketing Blog• Beth‟s Blog, How Nonprofit Organizations Can Use Social Media to Power Social Networks for Change• Nonprofit Technology Network (NTEN): Good research and tips on their site plus they host training and conferences throughout the year.• Non-Profits on Facebook: Facebook‟s resource for non-profits.General• Mashable: THE social media blog• Social Media Examiner: Great general info plus they do live Q&A chats every Friday on their Facebook page• Dan Zarella: Social media researcher, follow him for latest social media research and stats
  • 48. Questions?