Rosetta Thurman rosettathurman.com + Danielle Hatchett A FL-CIO
agenda Introductions, Housekeeping, Hopes + Dreams What is Social Media? Before Getting Started, Introduction to Strategy Maps Blogging 101 Break Blogging 101, cont. Twitter 101 Lunch on Your Own Facebook101 Break Complete Strategy Maps + Share Takeaways
what is social media?
Mashable asks: “#whatissm” @cleanworld: Your life broadcast, RSS'd, compressed, liked, dugg, updated, SMS'd, MMS'd, youtubed, tweeted, RT'd, DM'd, IM'd. @isenet: Digital glue of our virtual community @2havz: Media for the people, by the people @catecorcoran: Many to many communications @robinite: Too much work!
Questions We Asked (or wish we had asked!) Before Getting Started Who will manage the site? Who can post items to the site? What kinds of items are appropriate for the site? Are we prepared to let go of control of our brand just a little? How does engaging users via social media integrate with our overall communications/marketing strategy? How will we measure success or failure? (views, number of followers/subscribers, comments)
Your Organization’s Social Media Strategy Map by Beth Kanter
“A social media strategy map helps your organization think through objectives, audience, strategy, tools, and measurement to support your organization’s communications and Internet strategy. ” - Beth Kanter
First, why? Then:
benefits of blogging Blogs help provide quick, up to the minute news about your organization and cause. Blogs can help you work faster. Blogs can help you reach more people. Blogs can increase the search ranking of your website. Blogs can give you the press you seek. Blogs can help your supporters and potential supporters get to know and trust you. Blogs facilitate conversations with supporters and potential supporters. Blogs can be fun! - Britt Bravo, http://havefundogood.blogspot.com
how nonprofits can use blogs To report back from an event or conference To involve staff and take advantage of their knowledge To involve volunteers and document their work To provide resources and information to constituents To provide resources and information from constituents To give constituents a place to voice their opinion To give constituents support To create the media coverage constituents want To give constituents the power and tools to create change To reach potential donors - Britt Bravo, http://havefundogood.blogspot.com
blogging 101 Bluehost.com for self-hosted domain Wordpress is queen Get a nice theme Make a schedule Post something at least once a week Recycle content across communications platforms: email, Twitter, Facebook Tell everyone you have a blog Put it in your email signature
AFL-CIO Now Blog 113,000+ page views per month 4-10 posts daily on issues important to working families; 1 post minimum on Saturday and Sunday 20,000 subscribers to our daily blog news e-mail Weekly post on Firedoglake, 40,000-50,000 visits a day Each top officer has a Huffington Post column where we quickly publish blogs under their bylines on breaking issues and big campaigns Cross-posting of blogs across the progressive network (Daily Kos, Everyday Citizen, etc.) Conversation and feedback occur in the comments
Twitter Statistics 10-15 million active users with a median age of 31 Users were tweeting 5,000 times a day in 2007. Today, 50M tweets are sent per day Tuesday is most active day on Twitter
Getting Started Sign up at www.twitter.com Completely fill out user profile Brand Your Org Claim your Twitter handle (i.e. twitter.com/aflcio) Choose a photo or logo Create your background
what should you tweet about? Share news or events from your organization (conferences, meetings, trainings – anything you promote via traditional means. Difference is you only have 140 characters) Automatically share your blog posts (www.twitterfeed.com) Schedule tweets using www.hootsuite.com
examples of content Status updates: What are you working on? Sharing links: Breaking news or valuable resources Have an opinion: Add your commentary to those links. Ask and answer questions. Great information comes from the crowd! Retweet: Did someone you follow share something interesting? You can repost it out to your own network by using ‘RT’ at the beginning Organizational announcements: events, news, etc. Live Tweeting: If you are at conference or meeting, share what you’re learning with your followers Crowdsourcing: Get input from your followers as you’re developing a campaign (instant feedback)
twitter terminology Jargon Tweets – 140 character updates on Twitter Follower-people who are interested in your updates and “follow” you Direct Message (DM)-private message from one Twitter user to another. Can only be sent when you are following each other Symbols @ - referring to another Twitter user (@cwaunion means I’m speaking directly to or about them) RT- retweeting is is when you share the tweet of one user with all of your Twitter followers. # - hashtags are community driven naming convention to help spread information while also organizing it.
anatomy of a tweet
anatomy of a tweet
anatomy of a retweet
hashtags(www.hashtag.org) Favorite tool of conferences and event organizers If everyone agrees to add a certain hashtag after their tweet, it becomes easier to find that topic in search (search.twitter.com) #nonprofit #philanthropy #socent #p2 #hcr#green #topprog #tcot Make up your own hashtags!
Case Study: Ashoka
Ashoka Community of 316,000 How do we use Twitter to help build a Changemaker world? Goals for outreach Be Timely Be Human Be Proactive Convene Our Community
Ashoka: Timely Share news rapidly as it comes in Monitoring online conversations about their issue and providing links to relevant news links and blog posts Responding to questions and inquiries rapidly
Ashoka: Human Train staff and get them on Twitter (over 50 Ashoka staff on Twitter) Staff has a voice and can share their knowledge and passion in their own words Transparency: Acknowledging person behind organizational website Integrate this stream on the website
Ashoka: Proactive No RSS blog feeds. Each tweet is crafted Reach out and respond to comments discovered by following keywords: “social change” “social entrepreneurship” Crowdsourced followers on content needs through a poll Collaborated with like minded organizations to create a hashtag #socent
Ashoka: Convene Our Community Monthly Twitter chat on a specific topic every month #socentchat Participants from 6 countries representing non-profits, activists, social entrepreneurs, and bloggers
are you on facebook? what do you use it for?
facebook statistics Number one social networking site with more than 350 million active users Fastest growing demographic are females 55-65 Average user has 130 friends on the site 60 million status updates each day More than 10 million users become fans of Pages each day More than 45 million active user groups exist on the site
facebook fan page vs. group Fan Pages More appropriate for businesses, non-profits, organizations, or any entity that has a legal presence and a brand No limit on number of fans (members) Can install applications Few privacy controls- block people AFTER they become a fan Indexed by Google Announcements are sent as Facebook updates – not in user’s inboxes Groups Geared towards personal interaction, connected with personal profile of admin Limit of 5,000 members No applications Not indexed by Google Can message members in their inboxes More privacy controls – can restrict access
facebook fan page vs. group
Groups are great for organizing on a personal level and for smaller scale interaction around a cause.
Pages are better for brands, businesses, or labor unions who want to interact with their fans or customers without having them connected to a personal account
Pages allow you to exceed Facebook’s 5,000 friend cap
Encourage your individual supporters to create groups around your causes
how to create a facebook fan page To create a Facebook page you first need to create a generic personal profile at www.facebook.com Fan pages have to be connected with a personal profile (associated with an e-mail address) Create a (new) personal profile Log on to http://www.facebook.com/pages/create.php
creating a facebook fan page Go to facebook.com/pages/create.php and create a new page. Under category choose Brand, Product, or Organization. Choose Non-profit from the pull down arrow Name your page Click create page
creating a facebook fan page Customize your page (add photo or logo) Fill out the information under the “Info” tab (year founded, mission – here’s where you can give fans a brief history)
add content to your fan page Empower your fans by giving them content to share – enable them to be viewed as a resource Ask questions that inspire discussion and even debate Links to blog posts (can set up to automatically post) Encourage fans to share their relevant content Links to news stories around the web Share content from other affiliates page Spread news about events, rallies, etc. Use event tool to invite people to an organized event or even to sign a petition or participate in some virtual event
AFL-CIO Social Media Stra..Uh…Plan Make our social networks work together Drive traffic to our website and blog via our social networks Get our ideas into the hands of people with influence Use Twitter, Facebook. Email, Phone, etc. to distribute our reports, videos, and actions to press, policymakers, bloggers, advocacy organizers, & social network influential's Tactics: Recruit the right audience Create reciprocal and reinforcing relationship Package message accessibly: video, photos, short essays, easy actions
more resources http://www.bethkanter.org http://johnhaydon.com http://www.nten.org http://amysampleward.org http://www.socialbrite.org http://www.wildapricot.com/blogs http://mashable.com http://www.socialmediaexaminer.com