Social media bootcamp

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:
Who?
How?
When?

Listen

Connect

Engage

blogging 101

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

http://www.results.org/results_blog

http://favyouth.wordpress.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

http://dcfoodforall.com/blog

http://blog.nature.org

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 101

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 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

questions?
@rosettathurman
rosettathurman.com
+
@dyhatchett
@aflcio
facebook.com/aflcio

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Social media bootcamp

by Rosetta Thurman

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