Trending Now: Using Facebook to Build Support for Your Animal Rescue

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Humane Society University Webinar: Facebook is a great way to interface with the public, get the word out on adoptable pets in rescues, and attract support and volunteers. In this webinar you’ll learn tips and best practices for using Facebook to engage the community in your work. Discover ways to cultivate supporters, showcase your successes, and utilize positive approaches to handling criticism and negative feedback. Note: This webinar is for animal welfare organizations already on Facebook.
You can listen to the audio here: https://www3.gotomeeting.com/register/482856966

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  • Talk about how they can define it – money raised, adopted animals, fosters found,
  • Talk about how they can define it – money raised, adopted animals, fosters found,
  • Integrating donations – make sure there is a donation icon, using apps like Razoo, and others – make it easy for people to donate, and keep people on Facebook.
  • Integrating donations – make sure there is a donation icon, using apps like Razoo, and others – make it easy for people to donate, and keep people on Facebook.
  • Integrating donations – make sure there is a donation icon, using apps like Razoo, and others – make it easy for people to donate, and keep people on Facebook.
  • Integrating donations – make sure there is a donation icon, using apps like Razoo, and others – make it easy for people to donate, and keep people on Facebook.
  • Talk about how everything should still be integrated – you shouldn’t see a totally different org on website, then you do on facbeook
  • Have an online campaign? Great, make sure its on Facebook it your audience responds wel to it.
  • Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.
  • Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.
  • Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.
  • Integrating donations – make sure there is a donation icon, using apps like Razoo, and others – make it easy for people to donate, and keep people on Facebook.
  • Trending Now: Using Facebook to Build Support for Your Animal Rescue

    1. 1. PH Using Facebook to Build Support for Your Animal Rescue Sarah Barnett Senior Manager, Social Media HSUS Don’t Plan to be Viral. Plan to Be Awesome.
    2. 2. • Best practices for interacting with, and also cultivating supporters • How to communicate with in times of crisis PH • Actual feedback from non animal folks on what they like
    3. 3. How Rescues are Using Social Media Currently using social networks to: • Tell their story • Increase community visibility • Recruit new supporters • Engage existing supporters • Solicit donations • Crossposting • Showcase adoptable animals • Recruit event participants • Cover past events • Informing your supporters of your progress
    4. 4. Best practices for interacting with, and also cultivating supporters • Respond to everyone with a legitimate PH question • Be transparent • Cater to your audience • What do people like? • Every post is a reason to unlike your page.
    5. 5. Respond to everyone with a legitimate question PH
    6. 6. PH
    7. 7. Be transparent PH
    8. 8. Cater to your audience – and know who they are PH
    9. 9. What Do People Want? • Stories of new animals up for adoption. • Tips to share -- whether it's "hurricane preparedness" or winter suggestions if there's going to be snow-- it's easy to click "share" and get the word out to everyone! PH • • Success stories & pets who need homes. You never know who might see a picture of an animal who is looking for a home & think “ that is the pet I've been looking for"! I also like to see events that I can attend or support! Abuse stories are easier to stomach when there is a success story at the end of it. You can tell the entire story but instead of publishing the before photo, post the after photo. Or publish photos of the "before" AND the "after" for a given animal. When I can see that an animal has a new shot at a happy life, I can take the tough part of the story. • Upcoming events I can go to in my area • I really enjoy seeing the success stories (adoptions), and I love the "event pictures" that The Heritage Humane Society posts. • Showing easy ways to help. Things I can do even if I can’t devote my whole weekend to helping them, that I can still do something.
    10. 10. What Do People Want? • Love: stuff that I would want to know that helps me talk about it in conversation with friends. Even "the weather is cold right now and x/y/z is a challenge for the rescue org" or "they just got a whole bunch of kittens". Also love seeing albums of adopted pets and adoptable pets with info + notes on personality. • I love to see a success story. What it does is encourage me to get involved in my small way. • Advice about your pet, pets with their new family, success stories • Happy endings/doggies or cats in their new home with their new family. • Please do post photos of animals that people have donated to rescue in their new homes so people know they are doing well. Close that loop. And if you have an animal receiving medical care, show us the progress. PH
    11. 11. What Do People NOT Want? • Constantly begging for money when they don't seem to have a fundraising plan is a problem ... Facebook cannot be the only tool for fundraising. Asking for money for special emergencies is fine, but everything cannot be an emergency. • My mom said the exact same thing about the pages that rotate abuse/neglect memes heavily - her heart just can't take it and she says a little prayer and has to look away). PH • Graphic photos and constant sadness turn me away. • • I like many animal pages, and the hardest ones for me are the pictures that depict abuse of animals. I almost can't bear them. I know it is important to address the subject, and much stricter laws are needed for the people who commit these crimes. They just break my heart, and I admit to occasionally "unliking" a page because they post way too many of those kinds of pictures. The abuse and sad dog photos, though necessary at times; tend to lend feelings of guilt on most people. • I have to agree with most being said. The abuse pictures are always too much. See a trend….
    12. 12. Think Before Sharing PH Check before sharing. Is the animal rescued? Is the shelter open to rescue? If someone were to ask what next steps are – would you know?
    13. 13. Remember: Every post, is a reason to hide or unlike your page. PH
    14. 14. Integration Website PH Social network One way communication Two way communication Content generated in house Content generated by users Organization’s voice People’s voice Talking to people Talking with people Marketing Conversations Expect information Expect interaction
    15. 15. On Facebook PH
    16. 16. On the Website PH
    17. 17. Make it Easy to…Donate PH
    18. 18. Make it Easy to…Adopt On Petfinder? Write down this URL! http://pro.petfinder.com/share-your-pets-online/pet-list-scroller-for-facebook/ PH
    19. 19. Close the loop with supporters PH
    20. 20. Tell the story PH
    21. 21. PH
    22. 22. PH
    23. 23. More Likes than on the Page! PH
    24. 24. Part II The Dark Side of Social Media PH How to Communicate in Times of Crisis
    25. 25. Crisis is… • Natural or manmade disaster • PR Problems • Organized Attacks
    26. 26. Overview • Listening • Assessing • Responding • Moving On
    27. 27. They’re talking about you… -Social media platforms -Monitoring services -Daily checks
    28. 28. Who is your online voice Your online presence, and the person answering it, is a “face” of your organization – make sure it’s a good one
    29. 29. Comments Personalize – Be human Tone – Address emotions Honesty – IDKLFO – I don’t know let me find out! Answer Everyone – Every post is an opportunity to engage
    30. 30. Protection Have a Commenting Policy PH Make your policy known – and fair. If you delete something, tell your fans and tell them why Don’t delete because you disagree, only delete if it’s a violation – stay transparent.
    31. 31. “I surrendered my cat yesterday and changed my mind, but he was euthanized already.” Now What?
    32. 32. Considerations 1 - Tone. What is the severity of the person's tone - are they totally negative, neutral, seem like they could be talked to? 2 - Influence. How many followers, friends, subscribers do they have? How many people are they really talking to? 3 - Frequency. Is this a standalone argument / complaint or does there seem to be a trend brewing? Is it the usual suspects or does this person seem to be gathering a following? 4 – Snowballing. Is it something that if your average person were to hear, they would be horrified?
    33. 33. Disseminate Response -Designate a point person to update and disseminate responses -Ensure employees and volunteers are aware and informed -Consistent messaging
    34. 34. Acknowledge, Rectify, and Move On Acknowledge, Rectify, and Move On
    35. 35. Seize Opportunities to Learn & Educate Haters are going to hate Not everyone is a hater
    36. 36. Look for Supporters -Who is supporting you online? -Acknowledge them, thank them -Build relationships
    37. 37. It Happened
    38. 38. It Will Blow Over
    39. 39. Resources www.charityhowto.com www.nten.org www.pro.petfinder.com www.animalsheltering.org/rescuecentral Best Resource: Each Other!
    40. 40. Contact Information: Sarah Barnett sbarnett@humanesociety.org Twitter: @SarahHSUS facebook.com/ldcrf.sarah linkedin.com/in/sarahkbarnett/

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