In this Session I’ll coverUsing social media effectivelyOEA’S goals for social mediaWhich channels OEA usesTips for Facebook and TwitterTips for using Facebook and Twitter for your membersPlease feel free to ask for clarification or make comments any time
Thousands of social media networks, from the all encompassing social networking sites (Facebook) to the more specialized sites, such as micro blogging networks like Twitter or video sharing sites like YouTube or photo sharing sites like flikr. There are even more niche networks, like networks just to share documents like slideshare, or just to get answers to questions you pose like Quora.
Account created around February 2010The best content to publish on Twitter is, obviously, shortand sweet. Whatever piece of content you’re linking to in thetweet, find the most compelling part of the story to include inyour tweet copy. Pulling a shocking data point from your blogpost, for example, is more likely to entice followers to retweetyour content and click the link in your tweet than the title ofyour blog post.
Nonprofit channel created on July 10, 2007Cross promote social media. Include links in all communications materials.
Created on July 21, 2009
Basic account created around June 15, 2007Upgraded to professional account on May 9, 2008Other photo sharing sites like Picassso and photobucket, and also directly through Facebook and Twitter.
Increase awareness of specific OEA initiatives
Build / Reinforce OEA’s reputation as proactively working to
improve schools and advocating for the right of every child to a
high quality public education
Build / Reinforce public perception of OEA as the preeminent
source on education issues
Enhance perception of the value of membership
Mobilization & Organizing
Gain volunteers and activists — move members along a continuum
from a lack of awareness and care to higher and higher levels of
awareness, understanding, and agreement, ultimately leading to
activism and advocacy
Connect with like-minded organizations
Connect with the media
Provide real-time updates
Publicize your expertise
Advance your issues or educate people
Tell stories about your day-to-day work
Promote your website
Increase feedback and discussion
Drive traffic to your website and blog
Attract event attendees
Get people to take action
Build a community – increase members’
connection to your association
Create content for website and Facebook
Drive traffic to your website and blog
Become the go-to-source for information
Interact with members - create community
Crowd-source for content
site in the
OEA SOCIAL MEDIA PRIORITIES
Likes or Fans – Total likes is simply the number of people who have
liked your Facebook Page.
Friends of Fans – Friends of fans is the total number of friends that
all of your Facebook fans have, taking mutual friends into account.
Reach – The total number of people who have seen content
associated with your Page.
Virality – The percent of people who saw a post from your Page
through a friend’s sharing it.
People Talking About This – The number of unique users who have
created a story about you or some of your content.
Engaged Users – The number of people who have clicked anywhere on
Post – The type of post (text, photo, video, link, platform post,
From Education Minnesota,
Adapted from U.S. Air Force
To increase your reach you have to play into Facebook’s newsfeed
algorithm, and you can do that two ways:
1. Post rich content like photos, videos, and links. Facebook gives
these higher value for newsfeeds.
2. Get people to engage with your content. The more often people
interact with your page, the more often Facebook will show
your content to them, thus increasing your reach. Your viral
reach will also increase because with every like, comment, or
share, meaning your page’s content shows up in more people’s
Post tons of images. They get the most likes and shares. Photos
also get a lot of comments.
Make posts very short.
Posts with self-referential words, like ―I‖ and ―we‖ tend to get
Don’t be neutral. Positive and negative or provocative posts
get more engagement.
Posts published on Saturdays and Sundays get more likes than
those posted during the week.
Content posted later in the day get more likes and shares —
likes peak around 8PM EST, while shares peak around 6PM EST.
Deliberate pacing gets more attention.
Do a ―Like‖ campaign.
Invest in Facebook ads.
Create memes — you can do it quickly on memegenerator.com
Publish infographics — your own, or others
Make a graphic out of information instead of just typing it in
the status update — simply overlay the info in big, bold text
over a relevant image
Publicize events and programs
Publish a chart or graph with data your fans and followers
would care about
Find cartoons about education — people love a laugh
Take behind-the-scenes pictures of your members and events
Share tools & tips
Include a link! Tweets with links are more than twice as likely
to be retweeted.
Ask for retweets.
Place links about 25% of the way through the tweet.
Spread your tweets out throughout the day.
Tweets with more verbs, fewer nouns, are more heavily
retweeted and have a higher CTR.
Tweets posted on the weekend have higher CTR than those
posted during the rest of the week.
Tweets later in the day. Tweets posted in the afternoon and
evening have higher CTR than tweets posted in the morning.
How to Get More Likes, Comments and Shares on Facebook:
Facebook for Nonprofits: Your Questions Answered:
Your burning questions (& our answers) on Facebook metrics
How to Get More Clicks on Twitter: