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Social Media 101 (Focus on Facebook)


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This session from the 2011 PJ Library Conference was meant for nonprofits who have set up a Facebook Page, but want to understand how to leverage Facebook and other Social Media channels more effectively. The session discusses how to think strategically about Social Media and then gets into details about engaging with constituents on Facebook, creating a community/conversation, and using some of the new Facebook features effectively. Muchnof the content was developed specifically for PJ Library Communities, so it focuses on how each individual PJ Library Community can utilize Facebook effectively.

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Social Media 101 (Focus on Facebook)

  1. 1. Social Media 101 Facebook and Beyond <ul><li>April 2011 </li></ul><ul><li>Kevin Martone </li></ul><ul><li>Technology Program Manager </li></ul><ul><li>[email_address] </li></ul>Grinspoon Institute for Jewish Philanthropy
  2. 2. Social Media – What Is It? <ul><li>What IS Social Media? </li></ul>
  3. 3. Traditional: Organization posts information for others to read; no interaction
  4. 4. <ul><ul><li>Social Media: Everyone has a say! </li></ul></ul>My cousin gets the PJ books in California and their renewal fee is cheaper than ours. Is there a special coupon or something to get their rate? When is the next PJ Library event? Are there resources to help me teach my kids the lessons in the PJ books? My sister has tried unsuccessfully to sign up for PJ multiple times. Who can she call? My two kids rip open the PJ books each time they arrive! Yeah PJ! Hi! I love the pictures from the latest PJ reading. Keep posting! The PJ Library Channukah party was fantastic. Thanks!
  5. 5. Social Media – Why We Care <ul><li>Both a Challenge and an Opportunity </li></ul><ul><ul><li>Challenge – You can’t control the discussion. </li></ul></ul><ul><ul><li>Opportunity – Social Media tools can be used to build community. </li></ul></ul>Facebook: What Organizations Need to Know May 19, 2009 Lisa Simpson : “Do you know that the Chinese use the same word for crisis as they do for opportunity?” Homer Simpson : “Yes – Crisitunity!”
  6. 6. PJ Can Build Community
  7. 7. Beyond the Books <ul><li>Storytimes </li></ul><ul><li>Baby Groups </li></ul><ul><li>PJ Book clubs </li></ul><ul><li>Neighborhood gatherings </li></ul><ul><li>Holiday celebrations </li></ul><ul><li>Synagogue events </li></ul><ul><li>Etc. </li></ul>
  8. 8.
  9. 9. Social Media – How To Utilize Photo adapted from – niclindh
  10. 10. Listen
  11. 11. Engage
  12. 12. Move to Act
  13. 13. Social Media Tools are Free or Low Cost But ….
  14. 14. … it takes time …
  15. 15. … and Resources to Manage Effectively
  16. 16. Use these tools strategically, as part of an overall outreach and communications plan
  17. 17. Facebook <ul><li>Facebook offers PJ Communities an incredible opportunity to engage with its constituents. </li></ul><ul><li>Most PJ Communities have no website (or a single page buried on a Federation website) </li></ul><ul><ul><li>Facebook can be your Community’s official online presence. </li></ul></ul>
  18. 18. Profiles, Groups, and Pages…Oh My! <ul><li>Personal Profiles </li></ul><ul><ul><li>Must be an individual person </li></ul></ul><ul><ul><li>If an Organization uses this, Facebook can delete at any time </li></ul></ul><ul><ul><li>Needed to create/administer Groups or Pages </li></ul></ul><ul><li>Groups </li></ul><ul><ul><li>Anyone with a Facebook Profile can create a Group on any topic </li></ul></ul><ul><ul><li>Groups can be public or private </li></ul></ul><ul><ul><li>Facebook user “Joins” a Group; becomes a “Member” </li></ul></ul><ul><li>Pages </li></ul><ul><ul><li>For Organizations, Brands/Products, and Public Figures </li></ul></ul><ul><ul><li>Only official representatives can create/administer </li></ul></ul><ul><ul><li>More interactive than Groups </li></ul></ul><ul><ul><ul><li>Can add additional functionality (applications) </li></ul></ul></ul><ul><ul><li>Facebook user “Likes” a Page </li></ul></ul>Facebook: What Organizations Need to Know May 19, 2009
  19. 19. How to Maintain <ul><li>Must maintain the presence long-term, just like a website </li></ul><ul><ul><li>Who will maintain the Page? </li></ul></ul><ul><ul><li>Who will send messages, review discussions and pictures? </li></ul></ul><ul><ul><li>How often will content be added? </li></ul></ul>To truly take advantage of the viral potential of a Page, engaging content must be added frequently; fan-submitted content must be monitored on an on-going basis
  20. 20. Getting Started on Facebook
  21. 21. Create Your Page! <ul><li> </li></ul>
  22. 23. Set Username
  23. 24. Set Username NOT
  24. 25. Remove Spam!
  25. 26. What to post? <ul><li>What would your constituents want to read? </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>News about local parenting/literacy programs </li></ul></ul><ul><ul><li>PJ Library book lessons </li></ul></ul><ul><ul><li>Videos of PJ Library books </li></ul></ul><ul><ul><li>PHOTOS!! (events, books, kids getting books, etc.) </li></ul></ul><ul><ul><li>Stories of families getting books </li></ul></ul><ul><ul><li>Jewish community events, information </li></ul></ul><ul><ul><li>Other? </li></ul></ul>
  26. 27. Events <ul><li>Invite them! </li></ul><ul><li>Show pictures </li></ul>
  27. 28. Links <ul><li>Parenting </li></ul><ul><li>Jewish Community </li></ul><ul><li>Other? </li></ul>
  28. 29. Books, Lessons?
  29. 30. Video
  30. 31. Photos
  31. 32. Questions
  32. 33. What Else Can You Post? <ul><li>Stories/Testimonials </li></ul><ul><li>Holiday messages </li></ul><ul><li>Recipes </li></ul><ul><li>Contests </li></ul><ul><li>Other? </li></ul>
  33. 34. 12:1 <ul><li>Post 12 things of interest to your constituents for every one post asking them for something. </li></ul><ul><li>Asking for something: </li></ul><ul><ul><li>Subscribe </li></ul></ul><ul><ul><li>Renew </li></ul></ul><ul><ul><li>Tell a Friend </li></ul></ul><ul><ul><li>Register for an event </li></ul></ul><ul><ul><li>Donate </li></ul></ul>
  34. 35. Invite Conversation
  35. 36. Invite Conversation
  36. 37. Email Notifications
  37. 38. Notes
  38. 39. Facebook Insights (> 30 users)
  39. 40. Go For It!