Social Networking 101

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Presentation that I gave to a group of United Way grantees at their quarterly meeting. The presentation was designed to serve as an introduction into social media and how to be successful using Facebook and Twitter.

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  • Average Facebook user (38) & Twitter (33) user.  LinkedIn skews the highest out of all the networks with users having an average age of 40.
  • According to NTEN, Facebook is the most popular site for nonprofits and its use continues to grow.
  • Late in the day and later in the week are the times when content is most likely to be retweeted. Facebook activity (and sharing) happens most often on the weekends.
  • When editing your Facebook Page, make sure that Permissions allow for users to write on your wall, post pictures, etc. You may also want to set a default landing tab for new visitors (non-fans) if you have a custom tab of information that you are trying to promote. i.e. a campaign, volunteer activity, annual gala, etc.
  • Fill out the “Info” tab completely. Include your website URL and links to any other social networks that your organization may have. The “About” section on the left-hand side should contain a mission statement or something similar, that QUICKLY explains what your organization is all about. Avoid using jargon or industry-specific terms.
  • As soon as you start posting on Facebook, your audience will start to use Facebook as another way to interact with you. Similar to calling the front desk of your office, they will expect that a question on Facebook will receive a response in a timely manner.
  • Social Networking 101

    1. 1. Social Networking 101 Independence Quarterly Meeting July 29, 2011
    2. 2. Popular social networks <ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>MySpace </li></ul><ul><li>Ning </li></ul><ul><li>Foursquare </li></ul>
    3. 4. Who uses social media? Via Pew Internet study, June 2011
    4. 5. Before you start <ul><li>Ask yourself (and your organization): </li></ul><ul><ul><li>What are our goals with social media? </li></ul></ul><ul><ul><ul><li>Engage new/existing donors </li></ul></ul></ul><ul><ul><ul><li>Expert positioning </li></ul></ul></ul><ul><ul><ul><li>Raise money </li></ul></ul></ul><ul><ul><ul><li>Brand awareness </li></ul></ul></ul><ul><ul><ul><li>Connect with clients </li></ul></ul></ul><ul><ul><li>Where is our audience? </li></ul></ul><ul><ul><li>Can we devote the necessary resources to be successful? </li></ul></ul>
    5. 6. Nonprofits and social <ul><li>Facebook reigns for nonprofits </li></ul><ul><li>Twitter is second most popular </li></ul><ul><li>LinkedIn and MySpace have limited use by nonprofits </li></ul>
    6. 7. Common mistakes <ul><li>Not formatting your logo </li></ul><ul><li>Posting too frequently </li></ul><ul><li>Not posting frequently enough </li></ul><ul><li>“ Marketing” to your fans/followers </li></ul>
    7. 8. Facebook Via onlineschools.org, Feb 2011
    8. 9. The basics <ul><li>Pages vs. Groups </li></ul><ul><li>@ mention </li></ul><ul><li>Page settings </li></ul>
    9. 10. Brand your page <ul><li>Claim your vanity URL </li></ul><ul><ul><li>facebook.com/username </li></ul></ul><ul><li>Upload a square logo </li></ul>
    10. 11. Complete your profile
    11. 12. Utilize Facebook apps
    12. 13. Vary your content
    13. 14. Engage with fans
    14. 15. Facebook Insights <ul><li>facebook.com/insights </li></ul>
    15. 16. Facebook Insights
    16. 17. Twitter Via InformationIsBeautiful.net, Aug 2009
    17. 18. The basics <ul><li>Tweets – in 140 characters </li></ul><ul><li>@ Replies </li></ul><ul><li>Direct Messages </li></ul><ul><li>RTs </li></ul><ul><li>Hashtags </li></ul>
    18. 19. Brand your profile <ul><li>Choose your username </li></ul><ul><ul><li>@UnitedWayTC, @MakeAWishMN </li></ul></ul><ul><li>Upload a square logo </li></ul>
    19. 20. Complete your profile
    20. 21. Finding people to follow
    21. 22. Twitter best practices <ul><li>Shoot for one Tweet, one @reply and one RT per day </li></ul><ul><li>Be a human being </li></ul><ul><li>Follow people back </li></ul><ul><li>However… it’s okay to unfollow people </li></ul>
    22. 23. Measuring Twitter
    23. 24. Measuring Twitter
    24. 25. URL shorteners <ul><li>Shorten number of characters in a link </li></ul><ul><li>Track the number of clicks </li></ul><ul><ul><li>Over time </li></ul></ul><ul><ul><li>Referring sites </li></ul></ul><ul><li>Create QR codes </li></ul>
    25. 26. Questions?

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