AgendaBenefits of social mediaplatformsPlanning for socialsuccessFacebook hands onTwitter hands on
What brings me here…Connecting people to community info key toSocial Capital Inc. (SCI) mission.Using technology to engage people has been keyto our work.Early evidence that social media can strengthenrelationships.We’ve had some success…
SCI & David on Social Media@socialcap 3869 followers (400 new past 4 months);@cookingchat 1053 @davidbcrowley 508713 LinkedIn Connections327“likes” on Facebook (socialcapital)715 have circled davidbcrowley on Google+ since July launch,1072 following SCI on G+ since pages launched in Nov.Over 12,000 unique visitors to our websites every monthKlout score=56Have recruited volunteers & applicants for positions, gotten ajob for an alum, reached new donors, increased web traffic…
Facebook benefits900+ billion users!Leverages existing social ties (and relationshipsyour org has)Visual appealEase of use (especially for the basics needs of atypical user)
Top demographics on Facebook: 1) 21- 24 yr olds 2) 18- 20 yr olds 3) 35- 44 yr oldssource http://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/ http://adage.com/article/adagestat/demographics- facebook- linkedin- myspace-
Cautions re: FacebookBased on friend relationships; not as open toreaching general public as other platformsPage engagement drop since timelines.The typical Facebook page post only gets into16% of newsfeeds. Strategy & work required to do better than 16%!Basic use fairly easy, but various settings,frequent changes, etc. can get complicated.
Twitter BenefitsShort format, quick to share & scan for infoMore open than FB or LinkedInChance to engage w people who share interests,many who you wouldn’t otherwise reachMonitor subjects of interestWay to find content to share elsewhereDynamic—lost bird storyWhy I tweet bit.ly/tJTDSL
LinkedIn Especially good for accessing particular contacts Groups can be useful. The “message” function is also very useful & underutilized. E.g “I sent a batch of 50 messages while writing this. Within 2 minutes of sending the message, the message had shared with 3,553 more people on Twitter, thanks to Tweets by @mimio00,@good2gether and SCI alum @kmcconkie (3 more Tweets came in within the hour, but I think you get the point).”http://www.davidbcrowley.com/2012/01/19/7-tips-for-leveraging-linkedin-messages/http://www.davidbcrowley.com/2012/01/19/7- tips- for- leveraging- linkedin-
Blogging/Your websiteMore control over formatBetter place for more detailed informationLong-term storage (tags & categories)
Planning Who is your audience for outreach you are doing? What results do you hope to achieve communicating with your audience? What kinds of branding messages & info do you want to share? Your social media channels & messaging should flow from your answers—how can social media help you reach this audience? Show content planning templatesSpend a few minutes thinking about your answers to these.
Leveraging Facebook#1 Post photos and videos! Most shared content. Create photo albums for your big events Post to albums in a few batches over time Tag those photosYou can’t tag friends if you don’t have any Have several page admins that can leverage their own friend relationshps Your page should like other pages Ask contacts to like your page via email, LinkedIn, etc. Put your Facebook address on print materials. Move on to the hands on demo & practice here
Getting seen on FacebookHow people see your content people who like your page people interact w your page “Edgerank” is algorithm that determines who sees your page in the new newsfeed. Priotizes (in order) 1) Shares 2) Comments 3) Likes
Strategies for Interaction & GrowthReview your insights (or a neighbors)Discuss: what post got the most interaction foryou. Why? What items didn’t get muchinteraction?What could you do to get more interaction? Trysomething...
Facebook page admins: not to do list!Contact info or promotions in your cover photoRun promotions using the regular Facebookpage features (like this, share this, etc.). Need touse a separate app.More not to dos: http://www.marketinggum.com/what-you-cannot-do-on-facebook-page-admins-read-these-rules/
Let’s take a closer look at some Twitter basics…
What is Twitter? a social networking and microblogging service, enabling its users to send and read messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the users profile page. Tweets are publicly visible by default. Users may subscribe to other users tweets – this is known as following and subscribers are known as followers or tweepsSource: Wikipedia 4/25/11
Getting started w TwitterAssociate the account with an email address.Choose a short username or “handle” [you will have anexisting account for your SCI Tweets] A handle that is easy to remember makes it more likely people will “retweet” you. Your handle uses up some of the 140 characters when retweetedThe profile helps people can quickly see where you are,what you are Tweeting about. (help them decide tofollow or not). We will be providing templates soon. (seenext slide)
Twitter BasicsYour Tweets: Type into the “What’s New” box upper left 140 characters or less—125 is better to leave room for “retweeting” Can be viewed by anyone on the Internet (unless you protect your Tweets-not recommended for biz) Most likely to be seen by your followers Also may be found by people searching for relevant terms “HACC” 5-10 Tweets a day is common for active users Timing Tweets with Tweetdeck or Hootsuite is a good idea
Twitter BasicsTimeline Stream of Tweets from Tweeps you follow Fast moving stream if you follow a lot of people Expectations to respond or have read a Tweet only comes in if they @ mention you
Twitter basicsMentions When someone references you in their tweet, with your handle, this is called a mention. It will show in your “mention” stream on Twitter.com. You generally should chime in promptly when someone mentions you. A mention starting w your handle, e.g. “@socialcap you have great AmeriCorps members”, is considered an “@ reply” or message. This is a way of directing a tweet toward someone in particular, but anyone on the web could see it (though it will only show in the Twitter.com stream of people who are following both you & the person you are interacting with. So if you want reference someone in a way that maximizes people who see it, you should start with something other than their handle. E.g. “Looking for the latest Dorchester news? Follow @mydorchester”
Twitter basicsRetweets “RTs” Shows you are sharing someone else’s content Sharing good content from others (and providing content people want to share) lies at the heart of Twitter. RTing with comments even better-you’re adding more value.
Retweeting with commentsSharing in your own words, with “via”
#hashtagsPart of workshop in which David extols thevirtues of hashtags, explains and shows howthey work, and discusses examples of why theyare important.Today’s hashtag is #seCHNA (not cap sensitive)
My top Twitter TipsDetermine the topics you are going to focus on.TWEET! Engage, tweet. Tweet some more.Tweet throughout your day—find a good article, tweet it. At a meeting, tweetit.Follow generously, use lists & search feeds to keep closer eye on keypeople/topics. Clean up your following accounts. I recommend manageflitter.comUse hashtags (but don’t overdue it, 1 or 2 per tweet is good).Include a link in most tweets.Reciprocate.Schedule your tweets, spread timing out (but know when you get mostaction)…post your most important ones 5-10 times throughout the week.16 tips on building your following basehttp://www.davidbcrowley.com/2012/04/17/sweet-16-tips-to-build-your-twitter-following/
More Twitter TipsEngage, don’t just push out marketing info Be responsive to those who RT & mention you To “talk” directly to someone Publicly: start your Tweet w their handle e.g. @HACC Great meeting tonight! Privately: use the Direct Message “DM” function Strive for at least 80% non-selling messages.Lists become helpful when you’re followinghundreds or more.Use a tool like TweetDeck or HootSuite
Resources (public health/social media)Article on Boston Public Health campaign onsexual healthhttp://abcnews.go.com/Health/Parenting/story?id=8251025&page=1#.T5arJ7PWZogCDC social mediahttp://www.cdc.gov/socialmedia/
Resources (gen social media)Bookmarks for Facebook articles/resources: http://bit.ly/Jyyl2SBookmarks for Twitter articles/resources: http://bit.ly/nnlA5wLonger list of bookmarks for all social media:http://bit.ly/ogEGRaThe Nonprofit Facebook Guy http://www.johnhaydon.com/Beth Kanter, co-author of The Networked Nonprofithttp://www.bethkanter.org/http://www.davidbcrowley.com/tag/social-media/