Social Media, Content
Creation and Community
Presented by:
Alina Padilla-Miller PhD

The mission:
• Support current members of the
community
• Recruit new members
• Exposure to greater population

What’s the plan?
 Content creation process
 Storytelling
 Types of social media content
 Top priorities in 2016 for content creators
 The social media plan (Road Map)
 Broadcasting and/or participation
 Viral content
 Analytics and optimization

What is the Oregon Master Gardeners
Association?
 Write down five concepts (words or sentences) that
represent what OMGA means to you.
 Considering some of the words you just wrote
down, write one cleaver sentence that combines
some of these ideas together.
 Now, think about an image that embodies your
sentence. Sketch out that image.

Five concepts:
 Expert
 Learning
 Sustainable Agriculture
 Gardening as a lifestyle
 Foods not lawns

One clever sentence:
 The OMGA is sharing expert knowledge about all
things garden, including fun ways to grow lettuce.

Image

“Content creation” is the contribution of information to any
digital media for an audience in specific contexts.
5 concepts/
#hashtags
Clever sentence
Image
Hyperlink

What did you
come up with?

Why create content?
 Awareness/Perception/
Presence/Authority
 Traffic/Views/Engagem
ent
 Retention/Loyalty/Shar
e
Content is King!

Audience
 To inform
 To describe
 To analyze
 To advise
Audiences are the spectators, readers and listeners.
To tell a story!

Purpose of Story
 Create community
 Tradition
 Enlighten
 Educate
 Therapy
 Maintain history
 Entertainment
 Relive past
 Expression
 Exploring identity
 Relate
 Escape
 Human experience
 People remember
stories

Books
Many words will be written on the
wind and the sand, or end up in
some obscure digital vault. But the
storytelling will go on until the last
human being stops listening. Then
we can send the great chronicle of
humanity out into the endless
universe.
Henning Mankell- Writer

Film
The most amazing thing for me is
that every single person who sees
a movie, not necessarily one of my
movies, brings a whole set of
unique experiences. Now, through
careful manipulation and good
storytelling, you can get everybody
to clap at the same time, to
hopefully laugh at the same time,
and to be afraid at the same time.
Steven Spielberg-Film director and screenwri

Animation
If you're sitting in your minivan,
playing your computer animated
films for your children in the back
seat, is it the animation that's
entertaining you as you drive and
listen? No, it's the storytelling.
That's why we put so much
importance on story. No amount of
great animation will save a bad
story.
John Lasseter - Chief Creative Officer at Pixa

Music
I consider music to be storytelling,
melody and rhythm. A lot of hip-hop
has broken music down. There are
no instruments and no songwriting.
So you're left with just storytelling
and rhythm. And the storytelling
can be so braggadocious, you're
just left with rhythm.
Jack White- Lead Singer of The White Stripes

Social Media
For a truly effective social
campaign, a brand needs to
embrace the first principles of
marketing, which involves brand
definition and consistent
storytelling.
Simon Mainwaring- Advertising Creative Director/Social Media Special

Digital Storytelling
Content, media and process

What types of
social media content?

Text
•Purpose- Consider the 5Ws (Who,
What, When, Where, Why) and How.
•Catchy Headlines- This is your hook.
Just like traditional media, headlines
“sell” a blog or FB post. Think “short,
punchy and compelling.”
•Lead/Lede- Start with most
important and timely information.
Attention spans are short on the web.
•Word count- microblogging (like
Twitter and FB have character limits)
•Context- Plug in back-story,
keywords, hashtags and hyperlnks.

Images
•Visuals are processed 60,000x
faster than text.
•93% of communication is
nonverbal.
•Images reportedly receive 53%
more likes on Facebook than the
average post and 84% more link
clicks.
•Colored visuals increase people’s
willingness to read a piece of
content by 80%.

46% of marketers say photography is critical to their
current marketing and storytelling strategies.

What did my post say?
What was my image of?

Video
•According to Cisco, by 2019 video will
account for 80% of global traffic.
•There will be nearly a million minutes of
video shared every second.
•In 2016, Facebook CEO Zuckerberg
announced at the company’s third-quarter
earnings that FB is generating 8 billion
video views per day.
•FB data shows that the number of video
posts per person has increased 75%
globally and 94% in US.
•YouTube has over a billion users-almost
one-third of all people on the internet.
•The number of hours spent watching YT
is increasing at a rate of 60% every year.
•The number of people watching YT has
increased 40% since March 2014.

Social Media Road Map for OMGA
What should your content cover?
•Gardening tips
•Q/A and troubleshooting
•Current trends
•Local and statewide events
•Gardening humor
•Gardening affirmations
When to post?
Post as content is ready or maximize your
engagement by checking analytics
(depends on your audience)
•Best days to post: Thursday-Friday
•Worst days to post: Monday-
Wednesday
•Best time to post for shares is 1pm
and best time for post clicks is 3pm.
How to create engagement?
•User-generated content
•Q/A discussions
• Boost post
•Host a FB contest (people love free stuff and winning!)
•Increase fan base
•Boost in traffic
•Increases shares and visibility

Red Cross and the Case
of the Rouge Tweet
 On a late
Tuesday
evening in
February 2011,
Gloria Huang
sent a rouge
tweet out on the
organization’s
twitter feed.

How to approach this?
 Social media director, Wendy Harman, for the Red
Cross gets phone calls in the middle of the night
about the tweet and takes it down after an hour of
being online.

Unexpected Positive
Spin
 Dogfish Head recognized the accidental tweet and
used it as an opportunity to support Red Cross and
drive traffic to donate to Red Cross.

What’s the big deal?
 While the Red Cross recovered nicely from the
incident, Harman noted, “if the original tweet had
been more damaging, like along the lines of
Kenneth Cole’s #Cairo tweet earlier this month, then
it might have been a different story. But Huang’s
original post was no big deal. We are an
organization that deals with life-changing disasters
and this wasn’t one of them. It was just a little
mistake.” (Mashable.com)

How to avoid
#soicalmediafail
Social Media Policy Template (handout)

FB Pages

FB Pages

Go to Facebook
Find your chapter’s page (or any OMGA page)
•Look at the posts.
•What types of content (text, image, video) do you see?
•Informative? Factual? Motivational? Humorous?
•Find your favorite post.
• How many likes? How many comments?

FB Groups

FB Groups
(engagement)

Instagram

YouTube

When content goes
viral:
 Created YouTube channel on August 26th 2006
 Uploaded videos for friends and family
 On June 26th 2010, uploaded a short video I shot at
the Hatfield Marine Science Center
 In October 2012, video goes viral.

Content goes viral
again:

Dancing Baby Stingrays

Questions/Comments?