#WordPower for Social Media DFW Nonprofit Communicators Conference Richie Escovedo, Director of Media and Communications, Mansfield ISD Discussant: Jacqueline Lambiase, Ph.D., TCU Schieffer School of Journalism
Conference hashtag #dfwnpcc Whats a hashtag? Hashtags are a community-driven convention for adding additional context to your tweets. Theyre an easy way to group tweets and track topics. You create a hashtag by prefixing a word with the "#" symbol.
social media accentuates ourability to engage in dialogues withpeople, educate others about acause, and tell the successstories of people who havebenefited from our work
How do we grow our [fill in the blank] community?Answer: Post engaging stuff. http://www.flickr.com/photos/chavals/2655131515/
Be compelling Social media allows you to, in many ways, become your own news outlet. Provide honest, credible, and valuable feature content around your nonprofit. http://www.flickr.com/photos/mikeygottawa/274223086/
Think value and intrigue with headlineshttp://www.flickr.com/photos/26322849@N03/3298441111
Have a personalityGuiding principles of socialmedia:Be human and be honest You are writing for people. Think about your voice. It’s ok to be appropriately informal.
To start, answer some questions Who will post? Who is your audience? What kinds of content will be created/shared? When will content be shared (schedule)? How will you evaluate your social media use? How will you promote the tools plus maintain safety and ethics? What are you already doing that could be re-purposed for social media? Dont re-create the wheel.
Choosing the right tools is not an easy task. See what other nonprofits are doing (well) and follow their lead.http://www.flickr.com/photos/mommypants/319568014/
Nonprofit blogging Explore topics relevant to mission Encourage community Tell your good stories Introduce ideas and plans Invite writers from other areas Feature writing Official statements Feedback through comments Moderate comments Be interesting Use text, photos, and video Shortform vs Longform
Make sure Facebook link is easy to find on websitePost links plus photos/videosHave rules for moderation"Tag" supporters and other Pages (including media)Use Facebook events; free and easy to encouragecommunity to "Share"Ask/answer questionsReply to feedback as appropriateYou dont have to respond to everythingThe magic is in the feedback and post Likes
Foster Advocacy:80/20 Rule Frequent updates, users expect consistent interaction 80% percent educational, informational, and entertaining 20% percent about the organization Ask questions, solicit their input Encourage fans to speak on your behalf Ask them to like things If someone criticizes the organization, and fans defend you, let them
For nonprofits, Twitter can be... a cost-effective (free) option to accentuate existing messages; a broadcasting tool to announce relevant information to specific audiences; and a (brief) conversational tool to appropriately respond to relevant inquiries and follow-up questions or comments.
Putting Twitter to work Broadcast vs. conversationalist Twitter as pages Twitter as media pitches Tweets for on-the-go posting Engaging the media #Hashtags Nonprofits tweeting once per week or less do not provide enough value in the medium and can quickly become obsolete.
Use video to tell your story Video content could be a key component of your social strategy. Some find communicating through video easier than feature writing or long blog posts. Most would rather watch a video than read. Many options, but stick with YouTube or Vimeo. Both free with easily embeddable videos for blogs/websites and can be shared on Facebook. If possible, try to keep videos short (3-5 minutes) Remember to repurpose, share across multiple channelshttp://www.flickr.com/photos/sharynmorrow/18753251/
Photo Galleries Organization news/events SmugMug, Flickr, Facebook, etc. Community-generated pics Embeddable slideshows Easily shared/linked Useful when theres no time to fully cover an event with article
How much time does it really take?http://www.flickr.com/photos/russmorris/407778776/
How much time does it really take? The short answer is, it depends on the day. 30 minutes of monitoring 10-15 minutes sharing content (Twitter, Facebook, Video, Photo galleries) 5-10 minutes of promoting 1-2 hours of writing or preparing new content (press releases, blog posts, etc.) Note: These times are flexible depending on the other needs of the day.http://www.flickr.com/photos/russmorris/407778776/
Final Thoughts People want to be a part of something good. Build on their desire to belong. Activate your volunteers/donors with a sense of urgency and action. Ultimate goal is for a positive community experience.
Sources & Additional Resourceshttp://www.spinsucks.com/social-media/five-tips-to-grow-your-facebook-community/http://www.conversationagent.com/2010/05/7-compelling-content-ideas.htmlhttp://www.spinsucks.com/social-media/for-nonprofits-social-media-is-the-message/http://www.problogger.net/archives/2008/02/14/how-to-write-posts-that-set-stumbleupon-on-fire/http://www.arikhanson.com/2011/05/12/4-tips-to-writing-better-headlines/http://www.slideshare.net/kanter/watech4good-summithttp://www.copyblogger.com/create-content-ideas/http://www.copyblogger.com/better-email-marketing/http://www.copyblogger.com/copywriting-a-to-z/http://www.scribd.com/doc/55625471/The-Fifth-Estate-Applied-Facebook-Strategyhttp://twitter.pbworks.com/w/page/1779812/Hashtags Dont worry if you missed anything. This presentation can be found on slideshare: http://www.slideshare.net/rescovedo