Social Media 101: A presentation for United Way Oakville
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Social Media 101: A presentation for United Way Oakville



Content from a presentation for United Way Oakville by Donna Papacosta of Trafalgar Comunications, March 26, 2014

Content from a presentation for United Way Oakville by Donna Papacosta of Trafalgar Comunications, March 26, 2014



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Social Media 101: A presentation for United Way Oakville Social Media 101: A presentation for United Way Oakville Presentation Transcript

  • Social Media 101 United Way Oakville March 26, 2014 Donna Papacosta
  • Discussion points today •  Why social media? •  Examples •  Quick review of major tools •  Integration of social media into communications strategy
  • Traditional vs. social media •  Broadcast vs. conversation •  Control vs. lack of control •  Static vs. frequently updated
  • Benefits of social media •  Publish information easily and quickly •  Take the pulse of people •  Increase awareness •  Show human face of your organization •  Build relationships •  Be better positioned in case of crisis
  • A few examples
  • Social media is not a silver bullet!
  • Importance of integration into your strategy •  Social media is not a strategy •  Facebook is not a strategy •  Twitter is not a strategy •  G+ is not a strategy •  Pinterest is not a strategy
  • Setting goals •  Who is your audience? •  What are you trying to accomplish? •  What types of content will you publish? •  Which channels will you use? •  What are the outcomes and measurements?
  • Using social vs. being social
  • How to listen •  Google Alerts, Feedly •  Hootsuite/TweetDeck for Twitter searches •  Socialmention, mention for searches •  Radian6 and Sysomos (paid) monitoring services
  • Let’s look at tools
  • Blogging •  Linchpin of social media efforts •  Easy way to share content, including multimedia •  Increases SEO •  Positions your organization as a leader in your niche
  • Blog as hub Blog  Twi)er   Google+   LinkedIn   Facebook   Pinterest  
  • What to blog about? •  News in your areas of interest or from the headlines •  Insights, opinions •  Tips and how-to •  Share multimedia •  Curate content by others
  • Twitter
  • About Twitter •  Micro-blogging platform •  140-character tweets •  Can reply and send direct messages (DM) •  Following is asynchronous (OK to NOT follow back)
  • Twitter benefits •  More than 100 million users around the world •  Follow news, leaders, smart people •  Build relationships •  Answer questions •  Send traffic to your site/blog
  • LinkedIn
  • LinkedIn company pages
  • LinkedIn tips for nonprofit company pages •  Highlight mission, events, opportunities, employees •  Post updates and engage with followers •  Showcase your events, fundraisers, speakers
  • About Facebook •  The social network for university students that became a 21st century phenomenon •  Many still use it for social only, not business •  Others have “business friends”
  • Personal Facebook profile
  • Facebook brand page
  • G+ benefits •  Integrated with Google Search, etc. •  Google Hangouts useful for video conferences, meetings; Hangouts on Air – live broadcast •  You can create and nourish Communities •  Network and learn •  Build yourself up as trusted authority
  • G+ Communities
  • Social media measurement •  What are you trying to accomplish? •  Is it happening? •  Google Analytics •  Facebook Insights •  Various Twitter statistics •  Free and paid tools
  • “It’s not information overload. It’s filter failure.” – Clay Shirky CONTENT CURATION
  • Why should YOU care about curation? •  Helps you keep up with rapid flow of information. •  Positions you as a learner and thought leader. •  Helps differentiate you. •  Can boost your content marketing efforts.
  • Original vs. curated content Follow the 70/30 rule (With thanks to Todd Defren of SHIFT) Branded   Curated  
  • Social media + content marketing CONTENT MARKETING
  • Content marketing defined •  Creating and publishing relevant, valuable content that attracts and engages a clearly defined audience. •  Must have an objective. •  Not sales-y material.
  • Benefits of content marketing •  Get better SEO •  Build word-of-mouth buzz •  Be known as thought leader •  Generate more interest in your organization
  • Become a social media power user •  Use social media every day to learn and share •  You do not need to be on all platforms; pick a couple •  Always engage; be generous •  “Think” social media; make time for it! •  Keep learning
  • Engagement tips •  Ask and answer questions •  Share links, photos videos •  Run contests (check rules first) •  “Give before you get”
  • Design your social media roadmap
  • Suggestions for your roadmap •  Goals, strategies, THEN tactics •  Choose social networks (where is audience?) and automation tools •  Make sure your profiles rock •  Always share great content •  Engage with people; don’t just broadcast
  • Please keep in touch Donna Papacosta 905.844.7645 @donnapapacosta