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Social Media 101


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The basics of Social Media Communications

The basics of Social Media Communications

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  • Introduction
    Let’s talk about me a little
  • I’m the social media guru because I do it all the time
    I can talk all day about social media, so feel free to stop me if you need clarification on my ramblings; any specific questions I can take at the end of our presentation
    I’m on “the big 5” and will be happy to connect!
  • Introduction to communicating online – thinking strategically and acting tactically
  • Web 1.0, static web pages where people just read information.
  • Dynamic websites allowed content creators to broadcast and share across multiple platform. Users can also participate, add comments to content, generate discussions and host other people’s content on their own websites or proffered platforms.
  • Establishing a basic foundation for why and what we communicate to audiences
  • To inform is to provide specific data or information for an audience who already supports you. They need information and data to perform and action.
    If your audience already wants to donate money to you or would like to attend your event, what information is needed to do so?
  • Communicating to educate speaks specifically to audiences who are not yet prepared to act and follow through with an action but prefers to build a knowledge base about you. They are the second layer or on the periphery of your target audience.
    Who are they? They are the sons and daughters of seniors citizens who stumble upon your senior center website and become educated about your programs. They do not need you services, but they use the knowledge gained to inform their parents who ultimately make a decision and follow through on an action.
  • Communicating to persuade speaks specifically to an audience who do not support you or who have not formulated an opinion of you. They are the 6% of voters who have not decided yet which political candidate to vote for. They are the family that heads out to the movie theater not knowing what to watch but needs to make a decision.
    This goal is critical to expanding your audience and reach. You must make an argument why people should support you through the use of data, facts, the color of your language and more.
  • Communicating to entertain speaks specifically to a wide audience if not all or your intended audiences. You are appealing to people emotionally.
    Communicating in this sense encompasses not only the temperature or tone of your voice but is intended to build and over-all positive experience for your audience while engaging them online.
    You can have all the necessary information they need to do an action or to share with others but if they can’t navigate through your site and they become frustrated, or if they feel bad guilty for donating, it is most likely they will try to avoid the experience the next time.
    Appealing to people emotionally should provide also an empowering experience for them, technology or the tools should be transparent and note get in the way.
  • Keep these goals in mind, it will help you identify who your audience is, where they are communicating in the social sphere, and how you should frame your messages to talk to them.
  • Most audiences are on what I like to call “the big 5”
  • How many of you have a facebook profile? How many of you have a brand page? How many are thinking of creating a page?
    Still #1 because it’s the best at engaging audience
    Let’s look at the facebook Interface
    Timeline navigation (buttons up top when you scroll & along the side)
  • Example –
    Size of buttons – 111x74
  • Tweets are the new press release
    A well-maintained Twitter presence can help frame your organization and its leaders as major players
    Let’s take a look at the Twitter interface
    - you look at twitter and you see a lot of noise.
    - search, lists
  • Hashtags will help you follow conversations
    Lists will help you listen to key conversationalists
    *** EXERCISE *** Find a conversationalist with a hashtag
    Someone give me a topic important to your cause.
    Do a search in Twitter for that topic – are any of these conversations relevant to you?
  • Why your nonprofit needs to stop ignoring linkedin
  • To engage and create advocates
  • Follow and share the way you would on Facebook
  • Follow the prompts
  • Follow the prompts
  • Quick tour of your profile page
    Follow and share the way you would on Facebook
    - status updates and links
  • #2 – for example if you sell shoes, post a pic of someone jogging with tips about running
    #3 - rather than maintaining a single board devoted to one topic
    Good example – modcloth, beth kanter
    5 – increases engagement
  • Every one of these platforms can some how host a video.
    Because we are all visual creatures, creating a video is a good way to connect to your audience – to appeal to their emotions
    Big players - Youtube vs. Vimeo
    Tag your videos – even post transcripts in the description.
    All big 5 can host video
    Because we are all visual creatures, creating a video is a good way to connect to your audience – to appeal to their emotions
    Big players - Youtube vs. Vimeo
    Tag your videos – even post transcripts in the description.
    All big 5 can host video
  • Transcript

    • 1. social media 101 Marissa Wasseluk New Media Associate
    • 2. Get to know your presenter! • New Media Associate at Community Media Workshop & resident social media guru • Member of NTEN • Blogger
    • 3. social media
    • 4. social media
    • 5. communicating online
    • 6. four basic goals
    • 7. 1. to inform
    • 8. 2. to educate
    • 9. 3. to persuade
    • 10. 4. to entertain
    • 11. find your audience!
    • 12. The Top 5
    • 13. Facebook community platform push & pull
    • 14. Optimizing Timeline • Branding – Custom cover and tabs (ie. Livestrong) • Favoriting • Bookmarking
    • 15. What you should be doing on Facebook
    • 16. 1. Allow more then one administrator 2. Open the space to your fans 3. Create unique experiences for your fans 4. Use Facebook Ads & other tools 5. Introduce and provide context to content you share 6. Communicate visually
    • 17. Twitter Listen & monitor Tweet speaks to all Follow & share Immediate & wide
    • 18. anatomy of a tweet RT @knightfdn: 20+ reasons why investing in #journalism & #media creates lasting change @icfj
    • 19. What you should be doing on Twitter
    • 20. 1. Create a personable avatar and profile 2. Use hashtags but make them short 3. Search, Listen & Follow 4. Retweet relevant tweets to your followers 5. Always reply to tweets directed to you 6. Create lists
    • 21. Linkedin Puts your nonprofit in front of new donors, volunteers & advocates Connects corporate donors to your cause A new and different social channel that provides new opportunities of exposure!
    • 22. What you should be doing on Linkedin
    • 23. Linkedin Best Practice: • Build your presence – Create and claim your organization’s page – Have all employees, board members, and volunteers link to it in their individual profiles • Follow and share your company page
    • 24. Your Organizational Page • Creating your page – What you’ll need • • • • A Linkedin Account An company-owned e-mail domain Your organization logo A 4-line organization overview / mission statement (preferably containing an “ask”)
    • 25. Your Organizational Page • Creating your page
    • 26. Your Organizational Page
    • 27. Your Organizational Page
    • 28. Your Organizational Page
    • 29. Your Organizational Page • Optimizing your page – Take advantage of all social features • (edit your settings to connect) • Connect to twitter (#in) • Show your blog posts – Keep it as professional and complete as possible • Logo, description, website link, put yourself in the correct category
    • 30. It All Comes Back to You! • Make sure your connections see how you’re connected to your org and other orgs. – Add volunteer work & causes!
    • 31. Linkedin Best Practice: • Treat Linkedin like Facebook (but you know, with that air of professionalism) • Have a clear heading and succinct summary
    • 32. What you should be doing on Pinterest
    • 33. 1. Think Visually 2. Promote more than products. Post news and tips for a variety. 3. Create at least a few boards that cover a broad range of interests 4. Add a “Pin it” button to your site 5. Add a contributors button to your board
    • 34. Adding Video Every one of the “top 5” social media platforms can somehow host a video.
    • 35. Why Video • Because we are all visual creatures, creating a video is a good way to connect to your audience – to appeal to their emotions
    • 36. Why Video • Big players - Youtube vs. Vimeo • http://communitymedia unicator/whynonprofits-need-video/
    • 37. Q&A Marissa Wasseluk New Media Associate
    • 38. Let’s Connect! • E-mail • Twitter - @marissapaige • Linkedin wasseluk • Blog – www.newmediamarissa.