OEA on the web


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In this Session:

Using social media effectively

OEA’S goals for social media

Which channels OEA uses

How to measure your success on Facebook

Tips for using Facebook and Twitter for your members

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OEA on the web

  4. 4. EFFECTIVE SOCIAL MEDIA FOR YOUR MEMBERS1. Start with a plan that includes: • WHAT you plan to do - YouTube Channel? Facebook? Twitter? • WHO you are trying to reach – Audience • WHAT you want them to know/learn/do – Message • HOW you will measure progress/success – Results2. Investigate before you leap - Research excellent practices and advice • Review resources online and learn from others experiences. Get to know the tool(s) you will use and review examples of what other nonprofits are doing.3. Leap! • Gather your content and put it up. Spread the word through all of your current available channels about the experiment and ask others to comment.
  5. 5. EFFECTIVE SOCIAL MEDIA FOR YOUR MEMBERS4. Review • Regularly review the progress you are having. The plan you made before you began should include benchmarks, i.e., "2,000 Fans on Facebook within 6 months". Monitor your progress, including comments and others behavior around your experiment.5. Evaluate • Based on your original plan and results, evaluate your progress. This neednt be a pass/fail kind of evaluation, more of one that assesses progress.6. Modify • Based on the results you see, modify your experiment based on data. If you are getting lots of fans on Facebook but few enewsletter subscriptions, how can you better highlight your enewsletter and encourage signups on your Facebook page?
  6. 6. OEA USES FOR SOCIAL MEDIAPublic Relations Increase awareness of specific OEA initiatives Protect OEA’s reputation Build / Reinforce public perception of OEA as a reliable, credible, and preeminent source of information on a wide range of education issues, particularly public education policy and best practices Build / Reinforce OEA’s reputation advocating for the right of every child to obtain a high quality public education and consistently and proactively working to improve schoolsMobilization & Organizing Share OEA’s strategy and priorities Encourage members to participate in OEA programs and events by moving 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 Enhance members’ perception of the value of membership
  7. 7. OEA SOCIAL MEDIA PRIORITIES 2nd most visited site in the country behind Google 8th3rd 44th 17th
  9. 9. From Education Minnesota,Adapted from U.S. Air Force
  10. 10. http://www.facebook.com/OhioEducationAssociation
  11. 11. WHAT IS EDGERANK& WHY YOU SHOULD CAREFacebook organizes items in each user’s newsfeed, so the ones they thinkthe user will find most interesting appears at the top. EdgeRank is theFacebook algorithm that they use to decide which stories appear in ausers newsfeed and how high up on the feed. So if your post doesnt scorewell, no one will see it.EdgeRank is like a credit rating: its invisible, its important, its unique toeach user, and no one other than Facebook knows knows exactly how itworks. Facebook says that the three ingredients of the algorithm are: Affinity Score Edge Weight Time Decay
  12. 12. HOW EDGERANK WORKSAffinity ScoreAffinity Score means how "connected" a particular user is to the Edge.Facebook calculates affinity score by looking at explicit actions that userstake, and factoring in 1) the strength of the action, 2) how close theperson who took the action was to you, and 3) how long ago they took theaction.Edge WeightEach category of edges has a different default weight. This means, forinstance, that comments are worth more than likes. Facebook alsochanges the edge weights to reflect which type of stories they think userwill find most engaging. For example, photos and videos have a higherweight than links.Time DecayAs a story gets older, it loses points because its "old news.‖
  13. 13. HOW TO USE FACEBOOK INSIGHTS Facebook Page Insights includes several metrics:  Likes or Fans – Total likes is simply the number of people who have liked your Facebook Page up until yesterday.  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 number of people who have seen content associated with your Page.Affinity  Virality – The percent of people who saw a post from your Page andScore ―talked about it‖ (see above).  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 onEdge Weight your post.  Post – The type of post (text, photo, video, link, platform post, Questions).
  14. 14. YOUR PAGE OVERVIEWAs a page admin, the first tab you’ll see when you click on Insights is an overview of your Page.This tab shows you the day-to-day information you need to know as a page administrator. Thosefour numbers at the very top of this page are the most current snapshot of your page. Total Likes – Total likes is simply the number of people who have liked your Facebook Page up until yesterday. Friends of Fans – Friends of fans is the total number of friends that all of your Facebook fans have, taking mutual friends into account. People Talking About This – This is the number of people who engaged with your Page over the past seven days, meaning they have created a story from your post whether through commenting, clicking, liking or sharing. Weekly Total Reach – This is the number of people who have seen any content associated with your Page over the past seven days. The percent increase or decrease next to this number is a comparison with the previous seven-day period.
  15. 15. OVERVIEW GRAPH Underneath the four top numbers you’ll see a graph with rolling weekly numbers for ―Talking About This‖ and ―Weekly Total Reach‖ for the past month. You’ll also see dots for each day that you’ve posted to your page (dot size indicates the number of posts for that day). 18,718 users reached 13,082 users reached Sunday 10/14/12 Monday 10/29/12 9,439 users reached Sunday 10/21/121,082 people talking about this 455 people talking about this 1,328 people talking about this Sunday 10/14/12 664 people talking about this Monday 10/29/12 Monday 11/5/12 Sunday 10/21/12 3 posts 3 posts 6 posts 1 post  Talking About This – The number of people who have created a story from your post.  Reach – The number of people who saw your post, or the number of times that update was displayed.
  16. 16. PAGE POSTS INFOUnder the graph you’ll see a chart of your most recent page updates. Date – The date that your post was published. Post – The type of post (post, photo, video, link, platform post) and excerpt. Reach – The number of people who saw your post, or the number of times that update was displayed. Engaged Users – The number of people who have clicked anywhere on your post. Talking About This – The number of people who have created a story from your post. Virality – The number of people your post reached who ―talked about it‖ (Talking about this divided by Reach).
  17. 17. BENCHMARKS AND OEA For every 1,000 Facebook fan page users, the average nonprofit had 22 People Talking About This in a given week, approximately 20%. OEA’sFacebook page averages 75%. Daily Action Rate is metrics gold! Daily Action Rate is calculated as the number of daily likes and comments on a page’s content divided by the number of Facebook users. Overall, nonprofits averaged 2.5 actions per 1,000 fan page users. OEA averages 44 actions. Size isn’t everything. Reach is more important. For the average nonprofit, their reach is just under 20% of their fan page audience. OEA’s reach averages 90%. On average, viral activity accounted for 32% of a nonprofit fan page’s overall daily total reach. OEA’s virality is a little low at 27%. The typical nonprofit’s Facebook fan page has 6 Daily Page Engaged Users, or 6 people who interact with a post from that organization, for every 1,000 fan page users. OEA averages 67 for every 1,000. Median growth rate for nonprofit fan page audiences last year was 70%. Here is where OEA is very weak, at only 10% growth rate.
  18. 18. FACEBOOK TIPS Post tons of photos — they get the most likes and shares. Photos also get a lot of comments, but text updates get slightly more. Posts that are either very short, or very long have a higher percentage of likes. Long posts also tend to have more shares — the sweet spot is between 400 and 500 characters. Show some personality! Posts with self-referential words, like ―I‖ and ―me‖ tend to get more likes. Posts published on Saturdays and Sundays receive a higher percentage of likes than those posted during the business week — and Thursday is the lowest day for generating likes! Content posted later in the day get more likes and shares — likes peak around 8PM EST, while shares peak around 6PM EST. Don’t be neutral. Positive and negative or provocative posts get more engagement. Negative posts tend to get more comments. Do a ―Like‖ campaign.
  19. 19. QUICK WAYS TO GATHER & CREATE CONTENT 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 videos Share tools & tips
  20. 20. www.twitter.com/OhioEA
  21. 21. www.twitter.com/OhioEA
  22. 22. TWITTER 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. Longer tweets, between 120-130 characters, have the highest clickthrough rates (CTR). Spread out your tweets. Tweets with more verbs, fewer nouns, are more heavily retweeted and have a higher CTR. Tweets posted on Fridays, Saturday and Sunday have higher CTR than those posted during the rest of the week. Tweets later in the day. Tweets posted in the afternoon and evening hours have higher CTR than tweets posted in the morning.
  23. 23. www.youtube.com/OhioEdAssoc
  24. 24. www.blog.ohea.org
  25. 25. www.flickr.oea
  26. 26. RESOURCES• How to Get More Likes, Comments and Shares on Facebook: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares- on-facebook.html#• Facebook for Nonprofits: Your Questions Answered [Speakeasy #18]: http://blogs.constantcontact.com/product-blogs/social-media- marketing/facebook-nonprofits-podcast/• Your burning questions (& our answers) on Facebook metrics and strategy!: http://labs.mrss.com/your-burning-questions-our-answers-on-facebook-metrics- and-strategy/• How to Get More Clicks on Twitter: http://danzarrella.com/infographic-how-to- get-more-clicks-on-twitter.html• Social Media Tips on Pinterest: http://pinterest.com/dinicaq/social-media-tips/
  27. 27. YOU DO NOT NEED TO PARTICIPATE IN EVERY SOCIAL MEDIA PLATFORM Pick places where… …your supporters are …where you are comfortable …features match your goals