2. But seriously, why social media?
● Allows new & current supporters
to learn about mission, new
actions, get involved in current
work
● Each org has a specific voice or
style to spotlight on social
● Rally the community around
issues that are most important
● Reach your real targets -
through ads, get a return on your
efforts and see which ads
ACTUALLY work
3. The Fission 6 Way Test
1. Would I open this if I saw it in my inbox or newsfeed?
2. Would I keep reading after the first sentence?
3. Is there an image that makes me want to act?
4. Would I take the action this is requesting?
5. Would I share this with at least one other person?
6. Can I measure how people are going to engage with
this?
5. Ads: Platform (still) Matters!
Facebook:
● Text must be less than 20% of image
● Recommended 1200 x 628 pixels
● Headline text: 25 characters
● Text: 90 characters
● News Feed Link Description: 200 characters
● Up to 6 images with same text
Twitter:
● 140 character tweet
● 590 x 295 px image minimum
● For cards: 800 x 320 (we don’t like cards)
● Recommend 3-4 tweets (can be promoted-only
or existing tweets)
6. Ads: The Right Audience
Based on our experience…
● Facebook:
o Pictures of kids (lots of moms)
o Pictures of people
o Keep it simple but not vague
● Twitter:
o Pictures of things (including landscapes)
o Use hashtags!
o Keep it short (no need to use up 140 chars)
7. Social Ads Optimization
Questions to ask:
● Of who we targeted, who clicked?
● Which images were the best?
● Which language worked the best?
● Did people do the thing we asked them to on
the site? (Refer to Google Analytics)
8. Facebook for Business
● Traditionally we’ve run ads
through our own Power
Editors… that’s a no-no
● Check out Facebook for
Business and get
accustomed to the layout
● Runs exactly the same as
Power Editor but can add
agencies, share logins, and
other useful info with people
within the org
9. Building a FB Audience
● Post daily
● Keep posts short-ish (no one
“Reads more”)
● Photos are best
● Share updates on work, top actions
● Engage audience with questions
● Links are good – or you could put it
in the link caption?
● Don’t ask people to “Like”, “Click,”
“Buy,” “Download,” etc., Facebook
will bury you
● Share from others
10. Building a FB Audience (Ads)
● There are three kinds of audiences:
Custom Audience, Lookalike
Audience and Saved Target Group
● Using pre-existing email lists you can
target to these individuals (OR
exclude them from your marketing)
● You can build from people who
already like your page (or other
pages)
● Choose demographic and geographic
attributes of individuals to build an
audience with ads
11. Campaigns on Power Editor
● I HIGHLY recommend we use
proper naming conventions for
campaigns in Power Editor.
● Campaign - the name of the
campaign / client you are building
for (plus which week ie; Week 1,
Kickoff, etc)
● Ad Set - who is the audience and
what is the target?
● Ad - how will we know which ad is
which if we look at a spreadsheet?
12. Anatomy of a Facebook Ad
● Selecting a Facebook
Page
● Website URL
● Display URL
● Text
● Headline
● Link Description
● Image
14. Facebook Benchmarks
● Page Likes / New Likes / Growth Rate
● Post reach
● Post likes
● Post comments
● Post shares
● Link clicks
● Photo views
15. Facebook Messages: Be Cool
● … but mostly friendly, brief, and
professional
● Part of community management
should always be reading direct
messages and deciphering what
should get a response
● Spam - no
● Criticism - probably not (unless it is
that they can’t access a page or
click your link)
● Friendly, networking type
conversations - yes
16. Building a Twitter Audience
● Post 3-4 times daily (during work
hours)
● Post photos sometimes
● Links are cool
● Don’t use 140 characters if possible
● Use 1-2 hashtags (#dont #be #that
#guy)
● Retweet! Reply! Favorite!
● Participate / build a community around
a hashtag
● Be consistent to your brand’s voice
(professional / fun / informative / cats)
20. Don’t Forget Instagram
● Hashtags (but not too
many)
● Square photos
● Short text, be fun
● Tag @ places!
● Get on board with
albums + short
videos!
Editor's Notes
we can talk about the different audiences on each network (millennials, moms, what kind of content works best on each platform)
Lookalike Audience
With Lookalike audiences you can use those that have liked your page to create a larger audience that is similar to them. This type of audience is best used when you are trying to grow your audience on Facebook.
I highly recommend using this audience as it will save time when setting up campaigns. When determining a new target audience you can set all the targeting features in one place, save the target group, and then when creating the ad sets you can use the target group instead of setting it all up manually. to create a saved target group you must:
Website URL
place the URL for where you want the ad to link to here. I HIGHLY recommend creating trackable links with Google link creator. This will allow Google analytics to capture data on the source/medium related to the campaign that can be used in that system. You can create trackable google links here:
https://support.google.com/analytics/answer/1033867?hl=en
Display URL
You can customize what you want the URL to look like in this field
Text
This is a short line of text that appear above the ad. It should be a compelling sentence that inspires the user to click the ad
Headline
This should be a short and eye catching headline
Description
This should describe the service in 1-3 sentences. Think about is as the elevator speech for your company, product, or servie
Image
Click > Add Image. In the window that opens you can choose from images that are already in the library or you can upload a new image