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Cwa Pres

  1. 1. How To Get Started Integrating Social Media Into Your Online Communications Strategy March 3, 2010 Danielle Hatchett Social Media Manager, AFL-CIO Facebook: Twitter:
  2. 2. Social Media: Growing Fast <ul><li>3 out of 4 Americans use social technology </li></ul><ul><li>1 in 3 online Americans post to social networks at least once a week </li></ul><ul><li>Users spend at least 5hrs and 30 min per month on average on social networking sites </li></ul><ul><li>99% of social media users believe organizations should have a presence in social media </li></ul><ul><li>37% of internet users aged 18-29 use blogs or social networking sites as a venue for political or civic involvement compared to: </li></ul><ul><ul><li>17% of online 30-49 year olds </li></ul></ul><ul><ul><li>12% of 50-64 year olds </li></ul></ul><ul><ul><li>10% of internet users over 65 </li></ul></ul>
  3. 3. Social Media: Growing Fast <ul><li>Provides additional platforms to spread your message; reach a new audience </li></ul><ul><li>Plug your cause, raise awareness about an issue, spread the word, and update your network </li></ul><ul><li>Allows opportunity for instant feedback from your constituents; tap into word of mouth. </li></ul><ul><li>Connect with influentials (i.e. bloggers, policymakers, press, advocacy organizers and people with large networks) </li></ul><ul><li>Provides organizing opportunities (Help for Haiti) </li></ul>
  4. 4. Developing A Social Media Strategy <ul><li>Do some research and find out where your existing audience is </li></ul><ul><li>Spend some time listening to the conversation </li></ul><ul><li>Create a campaign around the launch of new social media platforms </li></ul><ul><li>Produce engaging content </li></ul>
  5. 5. Questions We Asked (or wish we had asked!) Before Getting Started <ul><li>Who will manage the site? </li></ul><ul><li>Who can post items to the site? </li></ul><ul><li>What kinds of items are appropriate for the site? </li></ul><ul><li>Are we prepared to let go of control of our brand just a little? </li></ul><ul><li>How does engaging users via social media integrate with our overall communications/marketing strategy? </li></ul><ul><li>How will we measure success or failure? (views, number of followers/subscribers, comments) </li></ul>
  6. 6. AFL-CIO Social Media Tools <ul><li>Blog : </li></ul><ul><li>Facebook : </li></ul><ul><li>Twitter : </li></ul><ul><li>YouTube : </li></ul><ul><li>Flickr : </li></ul><ul><li>Ustream: (live broadcasts)- </li></ul><ul><li>Digg -”Digg this” button next to blog posts </li></ul>
  7. 7. Getting Started With Twitter
  8. 8. What is Twitter? <ul><li>Social networking and microblogging service that allows you to answer the question, “What are you doing?” </li></ul><ul><li>Combination of various forms of communication like e-mail, instant messenger, blogs, and RSS feeds. Difference is that posts, or tweets, are restricted to 140 characters or less. </li></ul>
  9. 9. What Is Twitter? <ul><li>Evolved from simply answering the question, “What are you doing?” into </li></ul><ul><ul><li>Shared links to interesting content on the web </li></ul></ul><ul><ul><li>Conversations around hot topics </li></ul></ul><ul><ul><li>Shared photos, videos, music </li></ul></ul><ul><ul><li>Most importantly real time accounts from people who are in midst of a newsworthy event (like a convention or conference), crisis or natural disaster </li></ul></ul>
  10. 10. Twitter Statistics <ul><li>Twitter has 1.5 million active users with a median age of 31. </li></ul><ul><li>In October 2009, users sent 26 million tweets per day, up from 2.4 million tweets in January 2009. </li></ul><ul><li>Tuesday is the most active day for tweeting, followed by Wednesday and then Friday </li></ul>
  11. 11. Getting Started <ul><li>Brand Yourself </li></ul><ul><ul><li>Claim your Twitter handle (i.e. </li></ul></ul><ul><ul><li>Choose a photo or logo </li></ul></ul><ul><ul><li>Create your background </li></ul></ul>
  12. 12. What do I tweet about? <ul><li>Share news or events from your union (rallies, conferences, meetings, trainings – anything you promote via traditional means. Difference is you only have 140 characters) </li></ul><ul><li>Automatically share your blog posts ( ) </li></ul><ul><li>Links to relevant news stories around the web ( </li></ul>
  13. 13. Twitter Terminology <ul><li>Jargon </li></ul><ul><ul><li>Tweets – 140 character updates on Twitter </li></ul></ul><ul><ul><li>Follower -people who are interested in your updates and “follow” you </li></ul></ul><ul><ul><li>Direct Message (DM)- private message from one Twitter user to another. Can only be sent when you are following each other </li></ul></ul><ul><li>Symbols </li></ul><ul><ul><li>@ - referring to another Twitter user (@cwaunion means I’m speaking directly to or about them) </li></ul></ul><ul><ul><li>RT - retweeting is is when you share the tweet of one user with all of your Twitter followers. </li></ul></ul><ul><ul><li># - hashtags are community driven naming convention to help spread information while also organizing it. </li></ul></ul>
  14. 14. Hashtags ( <ul><li>A community driven naming convention on Twitter to help spread information while also organizing it. </li></ul><ul><li>Favorite tool of conferences and event organizers </li></ul><ul><li>If everyone agrees to add a certain hashtag after their tweet, it becomes easier to find that topic in search ( </li></ul><ul><ul><li>#hcr, #health– health care </li></ul></ul><ul><ul><li>#p2 and #topprog (progressives) </li></ul></ul><ul><li>Create your own </li></ul><ul><ul><li>#aflcio </li></ul></ul><ul><ul><li>#aflcio09 (convention) </li></ul></ul><ul><ul><li>#aflciojobs (jobs initiative) </li></ul></ul>
  15. 15. Retweeting or “RT” <ul><li>Twitter users share the best links, tweets and gems they find from others they are following </li></ul><ul><li>Important to do in order to build community and not just appear to be putting out your own content </li></ul><ul><li>Connect with people and let them know you’re there (gain followers!) </li></ul>
  16. 16. Anatomy of A Tweet
  17. 17. Anatomy of a Tweet
  18. 18. Anatomy of a Retweet
  19. 19. How do I build community? <ul><li>Listening/Retweeting </li></ul><ul><li>Twitter lists </li></ul><ul><li>Directories of progressives </li></ul><ul><ul><li>Tweet Progress ( ) Can also sign up for a Twitter mentor here </li></ul></ul><ul><ul><li>Union Twibe ( ) </li></ul></ul><ul><li>AFL-CIO Blog Post: Social Media: New Tools Aid In Organizing (list of unions on Twitter) </li></ul><ul><li>People who use #p2 or #topprog hashtags in their tweets </li></ul>
  20. 20. Integrating Your Social Web Presence <ul><li>Cell phone </li></ul><ul><ul><li>Tweet via text messages </li></ul></ul><ul><ul><li>Use 3 rd party applications on your phone to tweet </li></ul></ul><ul><ul><li>Install Facebook application on your cell </li></ul></ul><ul><li>Blogging </li></ul><ul><ul><li>Twitterfeed to automatically post your blogs to Twitter (RSS feed) </li></ul></ul><ul><ul><li>Certain platforms will let you blog from your cell phone </li></ul></ul><ul><li>Facebook </li></ul><ul><ul><li>Automatically post your Twitter updates to Facebook </li></ul></ul>
  21. 21. <ul><ul><li>Get your Twitter account started (claim your username) </li></ul></ul><ul><ul><li>Brand your profile </li></ul></ul><ul><ul><li>Listen to the conversation and retweet </li></ul></ul><ul><ul><li>Connect with people (Find people to follow) </li></ul></ul><ul><ul><li>Promote your new social media presence (e-mail signature, website, blog entries, cross promotion) </li></ul></ul>
  22. 22. Getting Started With Facebook
  23. 23. What Is Facebook? <ul><li>Free online social networking site </li></ul><ul><ul><li>Connect -build your network; connect with supporters and other like-minded organizations </li></ul></ul><ul><ul><li>Share - spread information about union news and events; share photos, video and other media; start a discussion and get instant feedback from supporters </li></ul></ul>
  24. 24. Facebook Statistics <ul><li>Facebook is the number one social networking site with more than 300 million active users </li></ul><ul><li>The fastest growing demographic are those 35 and older </li></ul><ul><li>Average user has 130 friends on the site </li></ul><ul><li>There are more than 45 million status updates each day </li></ul><ul><li>More than 10 million users become fans of Pages each day </li></ul><ul><li>More than 45 million active user groups exist on the site </li></ul>
  25. 25. Facebook Tool Summary Manage event information and invitations Event management tool Events Network around a common interest Communities with similar interests Groups Establish official presence Website within Facebook Pages Function What It Is Tool
  26. 26. Facebook Fan Page v. Group <ul><li>Fan Page </li></ul><ul><li>More appropriate for businesses, non-profits, organizations, or any entity that has a legal presence and a brand </li></ul><ul><li>No limit on number of fans (members) </li></ul><ul><li>Can install applications </li></ul><ul><li>Few privacy controls- block people AFTER they become a fan </li></ul><ul><li>Indexed by Google </li></ul><ul><li>Announcements are sent as Facebook updates – not in user’s inboxes </li></ul><ul><li>Groups </li></ul><ul><ul><li>Frequently used for causes, common interests, and events </li></ul></ul><ul><ul><li>Limit of 5,000 members </li></ul></ul><ul><ul><li>Cannot install applications </li></ul></ul><ul><ul><li>Not indexed by Google </li></ul></ul><ul><ul><li>Announcements can be sent as Facebook messages into user’s inboxes </li></ul></ul><ul><ul><li>More privacy controls – can restrict access </li></ul></ul><ul><ul><li>Geared toward personal interaction– directly connected with the personal profile of person that administers it </li></ul></ul>
  27. 27. Facebook Fan Page v. Group <ul><ul><li>Groups are great for organizing on a personal level and for smaller scale interaction around a cause. </li></ul></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Pages allow you to exceed Facebook’s 5,000 friend cap </li></ul></ul><ul><ul><li>Encourage your individual supporters to create groups around your causes </li></ul></ul>
  28. 28. Steps to Create a Facebook Fan Page <ul><li>To create a Facebook page you first need to create a personal profile at </li></ul><ul><li>Fan pages have to be connected with a personal profile (associated with an e-mail address) </li></ul><ul><li>Log on to </li></ul>
  29. 29. Creating a Personal Profile <ul><li>Go to . </li></ul><ul><li>Enter a name, email, birthday, and an original password. </li></ul><ul><li>Click “Sign Up” </li></ul><ul><li>Confirmation email will be sent to the email you provided. </li></ul><ul><li>Click the attached link in the email. </li></ul><ul><li>Your Facebook account is now activated!! </li></ul>
  30. 30. Creating a Facebook Fan Page <ul><li>To create a fan page: </li></ul><ul><li>Go to and create a new page. </li></ul><ul><li>Under category choose Brand, Product, or Organization. </li></ul><ul><li>Then choose Non-profit from the pull down arrow </li></ul><ul><li>Name your page </li></ul><ul><li>Click create page </li></ul>
  31. 31. Creating a Facebook Fan Page <ul><li>Customize your page (add photo or logo) </li></ul><ul><li>Fill out the information under the “Info” tab (year founded, mission – here’s where you can give fans a brief history) </li></ul>
  32. 32. Creating a Facebook Fan Page <ul><li>Settings </li></ul><ul><ul><li>Set limited restriction on who can see page by country and age group </li></ul></ul><ul><ul><li>Can also unpublish page if needed </li></ul></ul><ul><ul><li>Wall settings – set whether fans can post to your wall </li></ul></ul><ul><li>Applications-short descriptions of those that automatically come with page; option to remove </li></ul>
  33. 33. Add Content to Your Fan Page <ul><li>Empower your fans by giving them content to share – enable them to be viewed as a resource </li></ul><ul><li>Ask questions that inspire discussion and even debate </li></ul><ul><li>Links to blog posts (can set up to automatically post) </li></ul><ul><li>Encourage fans to share their relevant content </li></ul><ul><li>Links to news stories around the web </li></ul><ul><li>Share content from other affiliates page </li></ul><ul><li>Spread news about events, rallies, etc. </li></ul><ul><li>Use event tool to invite people to an organized event or even to sign a petition or participate in some virtual event </li></ul>
  34. 34. Integrate Your Social Media Presence <ul><li>Make your tools work together </li></ul><ul><li>RSS feed (automatically post your blog feed on Facebook) </li></ul><ul><li>Install applications </li></ul><ul><ul><li>Twitter stream to post under a tab on your Facebook page </li></ul></ul><ul><ul><li>Flickr photos to appear under a tab </li></ul></ul><ul><ul><li>YouTube videos to automatically post to Facebook (and Twitter – I favorited a YouTube video) </li></ul></ul>
  35. 35. AFL-CIO Social Media Group <ul><li>Communications staff from unions and affiliated organizations sharing resources, successful social media campaigns, strategies, and tools </li></ul><ul><li>Working on development of social media training tools that can be distributed to unions </li></ul><ul><li>Trainings- Social Media 101 and 102 </li></ul>
  36. 36. Trainings <ul><li>Social Media 101 and 102 </li></ul><ul><ul><li>Overview – </li></ul></ul><ul><ul><ul><li>Definitions; importance in communications strategy; usage stats </li></ul></ul></ul><ul><ul><ul><li>Questions to consider before making it a part of your communications strategy </li></ul></ul></ul><ul><ul><li>Twitter – </li></ul></ul><ul><ul><ul><li>How to set up a profile and start tweeting </li></ul></ul></ul><ul><ul><ul><li>Finding people to connect with </li></ul></ul></ul><ul><ul><ul><li>Clients you can use to better manage your experience </li></ul></ul></ul><ul><ul><ul><li>Specific ways to build community </li></ul></ul></ul><ul><ul><li>Facebook - </li></ul></ul><ul><ul><ul><li>Fan page vs. Group? </li></ul></ul></ul><ul><ul><ul><li>Setting up a fan page </li></ul></ul></ul><ul><ul><ul><li>Applications you can use to create campaigns </li></ul></ul></ul><ul><ul><ul><li>Benefits of advertising on Facebook </li></ul></ul></ul>
  37. 37. Join our Social Media Group <ul><li>Danielle Hatchett </li></ul><ul><ul><ul><li>[email_address] </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul>
  38. 38. Resources <ul><li>How To Use Social Media For Your Union </li></ul><ul><li>SmartBriefs on Social Media Issues http:// </li></ul><ul><li>Frog Loop: Nonprofit Online Marketing Blog http:// </li></ul><ul><li>An Amazing NpTech Social Media Link Buffet: Take Your Pick! </li></ul><ul><li>Case Foundation: Ask the Guru http:// </li></ul>
  39. 39. Resources <ul><li>Mashable’s Twitter Guide Book (@mashable) </li></ul><ul><li>Twitter Best Practices for Non Profit Organizations http:// </li></ul><ul><li>So You Want a Facebook Fan Page for Your NonProfit Organization </li></ul><ul><li>Facebook for Nonprofit Beginners: learn the Basics of this Online Social Networking Tool </li></ul>
  40. 40. Resources: Listservs <ul><li>Progressive Exchange http:// </li></ul><ul><li>Labor Talk http:// =en </li></ul>