Agenda Assumptions – Nonprofit/Foundation, small staff, limited resources – budget and time Assumptions – Interest in Social Media and willingness to apply some energy to the communications outreach
Study – Do some research, study facts and analyze them. Put together a plan. Patience – Realize that there is time involved in learning anything, and at becoming better at it. Taking things one step at a time is fine. Create calendars, schedules, etc. and clearly communicate with coworkers, managers. Practice – Nothing wrong with trial and error. Share one type of content and then another. Use tools to your advantage – We will talk about helpful apps and tools that can streamline your efforts.
Background on social media. Why? Give a broad understanding. All communications mediums are important, social is a growing area of importance. Need to have well formulated persuasive thoughts for your coworkers – colleagues or manages. To be a ninja, you need to focus on what approach is going to be the most meaningful, have the most impact for your organization and give you results. Focusing on specific social media will help you not be overwhelmed or run out of time to “do it all.”
Social media is where the audiences are.
According to Pew Research Center, the percentage of US Adults using at least one social media site is 69%.
Yet, who is where is another level..
Depending on who you are trying to reach – this figure may be higher or lower… so if you need to reach young adults – 86% are using social media; of 65 plus senior citizens 34% are on social media.
What social media are they using? Facebook! 68% Facebook, 28% Instagram, 26% Pinterest, 25% LinkedIn, 21% Twitter,
What are people doing on social media? People are creating and maintaining all kinds of social connections – around work, hobbies, interests – that would previously been much more difficult to start and keep.
Develop your social media strategy.
Collect internal resources – communications plans, marketing plans, branding/visual guides, your overall organization strategic plan External resources – other organizations, consultants with expertise Partner with internal resources – talk with your communications team, marketing team Audience Research that pertains to social – Who are they? What Social Channels do they use? What info are they seeking? What are they sharing? What do they care about? What moves them to act? Messaging/Branding Set Goals & Objectives Outcomes (Measurable!) Eg. Goal could be to raise awareness of youth programs offered, objective might be to increase email subs to a great newsletter you have, tasks would include social media communications to build your audience and to direct people to sign up for newsletter, messaging would include clear benefits of joining email list, outcomes that make sense - more youth sign up and attend than previously. (last year, last semester.) Your ultimate goals need to align with real world outcomes – more people in the seats, more volunteers, more donations – NOT just likes, shares etc. Think of actions you want people to take.
Tools on Board Inbox Zero is a rigorous approach to email management aimed at keeping the inbox empty -- or almost empty -- at all times. Pomodoro Technique – Focus technique of 23 minutes of time on task. Prioritize Tasks – write down all “to dos,” then prioritize by “must do” “should do” “could do” Take a time management class or read a book or two. Everyone needs a system.
Upcoming slides Tips on Content, Analytics Timing Visuals and Graphics
Ideas for editorial content Promote event, increase registrations Communicate with meeting participants, existing/prospective members, volunteers, donors. Attract new members or volunteers. Support events, in-person meetings. Leverage a hashtag - #givingtuesday #motivationmonday (hashtags are keywords that act as search terms but they also can be a jumping off point) – This is a chance to align with other non profits or align with trends …
Content strategy Be timely. Update often. Focus on high-quality, engaging content. Write keyword rich headlines!! Use eye catching visuals Include a Clear Call to Action. Be human, responsive and have a voice. Engage appropriately. Give back to the online community.
Diving into the Facebook insights – there is a lot of data there…how can you use those stats effectively?
When you are looking at your FB page, go to the Insights tab for your analytics. Let’s look at Princeton Community Work’s page…
Here you will find lots of information – actions on page, page views, page likes, reach, post engagement..
Looking at your recent posts you will see when they went up and how they performed as well as what kind of post they were.
On the left nav, there are even more details – to find out about the people on your page, click on “People.”
Once you know your audiences most frequent times to be on social media, use that knowledge to schedule posts and tweets.
But don’t automate everything!! Be sensitive to news, world issues. Maintain a live presence to respond
This is a free Timer/Scheduler – Tweet Deck. (Company was Purchased by Twitter.) Tweetdeck.twitter.com
This is Hootsuite. I use the Pro version ($8.99 per month) for entrepreneurs. Up to 50 social profiles, up to 10 users. There is a Free Version which allows for 3 profiles, basic scheduling, basic analytics.
1st Screen shot shows Twitter accounts, but you can add your Facebook account and others…
Benefit - scheduling and reviewing what’s going on in single dashboard. Benefit - managing multiple social profiles, without being distracted by your own newsfeed.
Twitter Counter – Free version only works for one account Analytics.Twitter.Com – Works as long as you are signed in
Trello Free service at present Flexible tracking system Can have multiple users Use as an editorial calendar!
Visuals are very important
Develop your own visuals…For photo sources use Google image search, settings for copyright free, use sites like Unsplash.com – free images “do what you want”
Canva.com – free version and pro version. Small payments for photos, art
All social media sizes saved and ready to go layouts available.
Here are PCW’s Facebook graphics…
Learn about integrations that work to increase visuals. Search Engine Optimization plugin – Yoast allows for images to be posted in social media.
Connect to your websites, email blasts, email newsletters. Offline print communications, too.
Based on a Hubspot study: More hashtags – more likes and comments
No filter is the best filter
Calls to action work
Photos with faces get more likes, so do “desaturated” photos.
Brighter photos get more likes.
Can I schedule Instagram posts? Why Do I Need a Mobile App to Schedule to Instagram? Instagram doesn’t allow posts to be created anywhere other than on the official Instagram app. This means that no other apps (including official Instagram Partners like Tailwind) can post to Instagram on your behalf. How Does Scheduling to Instagram Work Then? Upload and schedule all of your content on our desktop or mobile app. Our mobile app will send a notification to your phone when it's time to post. Just swipe the notification and we’ll open the Instagram app with your photo ready to go and your caption copied to your clipboard. Easy!
Youtube – video is second largest search engine online.
Videos can be effective in telling your story.
Production quality is up to you.
Short clips are voraciously consumed and perfect for sharing a wide variety of content.
Facebook Live had a banner year for Live Video Content. Other services include Periscope, Meerkat, UStream..
Pinterest – visual bookmarking, sharing, site – lots of traffic, traffic to etsy sites Tailwind Scheduler
Ryoanji temple is a Zen temple in Kyoto and one of the World Heritage Sites. This temple is very famous for its rock garden. Steve Jobs used to come here to meditate.
Social Media Tips, Tricks and Tools
THE ART OF BECOMING MORE FOCUSED, EXPERT
Understand Social Media
Tools & Examples
What’s A Ninja Anyway?
A ninja (忍者 ?) or shinobi (忍び ?) was a
covert agent or mercenary in feudal
Japan. They were highly trained in the
martial arts and stealth.
Informal Meaning: A person who
excels in a particular skill or activity.
How Does One Succeed?
Use the Proper Materials & Tools
Social media are comprised of
networks, apps or platforms that
connect people with each other
and facilitate conversation, sharing
of content (text, photos, video).
Interaction is created by and
The use of social media has shifted
how we get and share information.
People receive information
24/7/365 and on the move, from
anywhere – laptops, tablets, mobile
Without a Plan…
You Get Lost
Steps to a solid plan:
Internal & External Resources
Goals & Objectives
Tips & Tools
Tips on Content
Tips on Analytics
Photo by Jennifer Pack, Flickr
• Post regularly – stay “top of mind” with your followers.
• Keep followers interested with event info, success stories, highlighting volunteers, current
events that relate to your cause, blog posts, newsletters.
• Short, visual posts are most successful.
• Vary type of post – photo, video, FB Live, text, links.
• Reach a larger audience with “boosted posts.”
Facebook Tips for thinking strategically:
• Leverage Insights
• What time and day are your most popular posts? Use this to develop your posting
• What kind of posts perform the best? Use this to develop your content.
• What is the location and demographics of your followers? Use this to target
posts and ads.