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SNAPSHOT:
Leveraging Social
Media as an
Organization
July 2014
Cindy Kendall
http://tinyurl.com/social-media-orgs
Why?
Where?
Is it effective?
Considerations to
getting started!
Why?
• Fulfill mission
• Connect and
engage with
members
• Disseminate
information
• Provide value to
profession:
members ...
Where?
• Where are your members?
• What kind of content do you
want to share?
• How easy to add content?
• How easy to man...
Page or Group?
Page Group
Identity Act as the organization Anyone can create a group
Post Privacy Anyone can see Open, Closed, Secret
Aud...
Effectiveness
Measures?
• Is your content reaching
your members?
• Do your members find it
valuable and helpful?
• What is...
Metrics and sample
benchmarks
• facebook likes, shares, and
reach; for example:
– 80% of posts reach at least
10% of likes...
Twitter Analytics
Use a Content Manager
Considerations
• When is your audience online?
• Have multiple
moderators/administrators
• Understand each platform’s
algo...
Next Steps
1. Determine audience
needs, interests, and
presences. How will
you add value?
2. Choose
environment(s)
3. Iden...
http://tinyurl.com/social-media-orgs
Snapshot: Social Media Considerations for Organizations in 15 minutes!
Snapshot: Social Media Considerations for Organizations in 15 minutes!
Snapshot: Social Media Considerations for Organizations in 15 minutes!
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Snapshot: Social Media Considerations for Organizations in 15 minutes!

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Slides to accompany a brief presentation on social media considerations for nonprofit, education organizations.

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Snapshot: Social Media Considerations for Organizations in 15 minutes!

  1. 1. SNAPSHOT: Leveraging Social Media as an Organization July 2014 Cindy Kendall http://tinyurl.com/social-media-orgs
  2. 2. Why? Where? Is it effective? Considerations to getting started!
  3. 3. Why? • Fulfill mission • Connect and engage with members • Disseminate information • Provide value to profession: members and nonmembers
  4. 4. Where? • Where are your members? • What kind of content do you want to share? • How easy to add content? • How easy to manage? • How will you gather analytics? • How do you want to be perceived and identified as an organization?
  5. 5. Page or Group?
  6. 6. Page Group Identity Act as the organization Anyone can create a group Post Privacy Anyone can see Open, Closed, Secret Audience Anyone can “Like” Available to anyone or only group members depending on group type; members can be approved/deleted Analytics Metrics available, able to “boost” posts, exportable data Count of group members Notifications All members automatically receive notifications when someone posts in group Management Page owners, managers Group moderators Read more
  7. 7. Effectiveness Measures? • Is your content reaching your members? • Do your members find it valuable and helpful? • What is the strategy your content contributors/moderators use to share content and connect with members? • Do you review analytics?
  8. 8. Metrics and sample benchmarks • facebook likes, shares, and reach; for example: – 80% of posts reach at least 10% of likes (weekly analytics report) • twitter clicks, favorites, and reach; for example: – At least 25% of tweets are retweeted (weekly analytics report) – At least 25% of tweets have a minimum 5 clicks (weekly analytics report) – Tweets represent unique content, retweets, and mentions (look at a 3-5 day sampling)
  9. 9. Twitter Analytics
  10. 10. Use a Content Manager
  11. 11. Considerations • When is your audience online? • Have multiple moderators/administrators • Understand each platform’s algorithms and tagging protocols and content interactions • Consider leveraging 3rd party tools as appropriate (e.g. tweetdeck, buffer, hootsuite, IFTTT, analytics) • Content will be accessed via mobile device (phone, tablet) so format appropriately • Create a strategy for posting appropriate to the environment • Have a posting policy for nonmoderator contributions, if applicable
  12. 12. Next Steps 1. Determine audience needs, interests, and presences. How will you add value? 2. Choose environment(s) 3. Identify content focus and interaction strategies 4. Create implementation and monitoring strategies
  13. 13. http://tinyurl.com/social-media-orgs

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