Social media training beginner track 2010


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Social media training beginner track 2010

  1. 1. Social Networking: A How-To Guide for Nonprofits Jennifer Leigh Communications Director, The Poverty Institute 401-456-2752
  2. 2. Overview of this session  What is Social Networking and why is it important?: aka “I barely have time to do what I‟m already doing and you want me to do more?”  Strategic communications planning: does social networking even fit?  The tools in the toolbox: what they look like, how to use them, and who is using them well  Thumbs up for Facebook  To tweet or not to tweet?  The million other sites to pay attention to  How to make it work in your organization 2
  3. 3. What is Social Networking?  A web...all interconnected  Like-minded people sharing ideas and interests  Online community building  People yapping about their lives 3
  4. 4. Why is Social Networking a big deal?  Change in the media landscape: by the numbers 300: number of newspapers that folded in 2009  8: number of magazines with a circulation of one million or more that ceased publication  500+: number of editorial positions that were eliminated in print media  10,000: number of jobs lost in radio  100+: number of TV stations affected by Chapter 11 filings of parent companies 4
  5. 5. Why is Social Networking a big deal?  Lots and lots and lots of users  so many stats and reports that show that there are a heck of a lot of people and organizations using social networking 5
  6. 6. Isn‟t it just a bunch of kids that use it?  NO!!! Here‟s who is online that you could/should reach:  Colleagues  Members  Constituents  Policy-makers  Media  Donors  Board members  etc. etc. etc. 6
  7. 7. How does it help my organization?  FREE! (at least to set up)  Create real connections with real people  Greater and more frequent engagement  New avenue to raise awareness 7
  8. 8. How does it help my organization?  Convenient & quick to set up  Popular  Two-way communication  Another tool for your communications toolbox 8
  9. 9. Communicating Strategically – Plan it Out!  Communications planning looks at how you communicate with your various audiences  Reflects your organization‟s mission, goals and objectives, and is integrated into daily operations.  Can be both short-term and long-term goals  Informs everything from the content of your website to the frequency of your contacts with local newspapers.
  10. 10. Communicating Strategically – Plan it Out!  Typical elements of a communications plan include:  Strategic direction: defining goals and objectives  Audiences: who are you talking to and what do they believe, think, know about your organization?  Content: clear messages and talking points tailored specifically to your target audiences  Tactics: effective delivery mediums for your messages, such as personal presentations, email newsletter, blogging.  Evaluation: Is our message working? Are we using the right tactics?
  11. 11. First step: Goals  “What” your organization or program wants to achieve  Example: Improve the visibility and positive perception of the Institute with its key publics while changing public attitudes toward low and modest- income Rhode Islanders 11
  12. 12. Second step: Audiences  The “Who”  Think about who you need to communicate with to meet your goal  Example: Businesses and Chambers of Commerce 12
  13. 13. Third step: Messages  The “what you want to tell” your audience  Consider what you want to tell your audience in order to achieve your goal  Consider “what action you want your audience to take”  Test your message! 13
  14. 14. Messages Example  The Poverty Institute and businesses have the same goals: a stable fiscal environment, a strong, vibrant economy and healthy communities. (though we may have different methods of achieving these goals)  The issues that we fight for ultimately help your employees and you (more highly skilled workforce, child support for your workers, etc.) 14
  15. 15. Fourth step: Tactics  The “tools” you use to get your message to your desired audience  Tactics can be direct  Tactics can be mass media 15
  16. 16. Tactics  Direct Mail (postcards, fliers) • Print Advertising  Phone calls • Transit advertising  Email • Outdoor advertising  Website • Public Relations  Printed Materials (brochures, • 1-1 meetings fact sheets)  Presentations Only list the tactics you have the resources to do! 16
  17. 17. Tactics examples  1-1 meetings with key players, introducing/reintroducing them to the Poverty Institute and explaining what we do  Pitch presentation opportunities to the Chambers of Commerce  Email professional organizations as a gateway/middle man to employers 17
  18. 18. Fifth step: Evaluation  The “how you know if you have been successful in reaching your desired audience” with your desired message  Measure of effectiveness of tactic and message 18
  19. 19. Evaluation example  Increased number of presentations at Chamber of Commerce  Increased submissions into Providence Business News  Increased meetings with key business leaders  Joint submission of legislation with key business leaders 19
  20. 20. Is social networking for you?  Start big  Set goals...what are you trying to accomplish with your communications? • increase engagement? • acquire new supporters of your work? • raise money? • increase membership?  Define your social media a good tool to reach them? (it‟s ok to say no!) 20
  21. 21. So many sites... 21
  22. 22. The major sites…  Facebook: Friend builder  Twitter: Broadcast & Community Builder  YouTube: Broadcast content to the world  Flickr: Photographs to inspire  LinkedIn: Professional connections  MySpace: Talk to teens and musicians  Blogs: Your own online newspaper  Social Bookmarking: Sharing information  SOURCE: NTEN conference: Social Media Basics for Nonfprofits 22
  23. 23. Facebook: What it is  Site that lets people share updates photos, videos, articles, links and more with Friends who they have to approve to be in their network  Business and organizations can create “Fan Pages” which other Facebook users can “like”  By numbers alone, the most popular social networking site today, with more than 400 million registered users  If Facebook were a country, it would be the 4th largest behind China, US and India 23
  24. 24. Facebook: Why people love it  ME ME ME! Great way to promote yourself and your organization  Interactive photos, videos, links  Interactive web of friends  Reconnect with long-lost friends 24
  25. 25. Facebook: Anatomy of the NEWSFEED 25
  27. 27. Facebook: Anatomy of the NEWSFEED YOUR DASHBOARD 27
  28. 28. Facebook: Anatomy of the NEWSFEED REQUESTS: sent from friends 28
  29. 29. Facebook: Anatomy of the NEWSFEED FRIEND SUGGESTIONS: generated by Facebook FACEBOOK ADS EVENTS CHAT 29
  30. 30. Facebook: Anatomy of the NEWSFEED NEWSFEED VIEWS STATUS UPDATE NEWSFEED Shows your friend’s photos, who they are friends with, interactions between your friends, and who “like” and comments on their status updates 30
  31. 31. Facebook: Anatomy of the NEWSFEED NEWSFEED VIEWS STATUS UPDATE NEWSFEED Also shows posts from NEWSFEED organizations you the “like” as well as re-posts from friends. 31
  32. 32. Facebook: Anatomy of the PAGE 32
  36. 36. Facebook: Anatomy of the PAGE: The Wall 36
  37. 37. Facebook: Anatomy of the PAGE 37
  38. 38. Facebook: Anatomy of the PAGE 38
  39. 39. Facebook: Creating your page 39
  40. 40. Facebook: The LINGO • News Feed: your homepage that shows your posts and your friends posts • Status Update: What you and your friends have to say • “Like”: a quick way to appreciate a friend‟s post; puts a “thumbs up” on their post • Comment: a response to a post that goes directly beneath the post in the newsfeed and profile page 40
  41. 41. Facebook: The LINGO • Friend Requests: someone that asks to be your “friend” and therefore have access to your wall posts, photos, etc. (can control what they see via privacy settings) • Profile: a person‟s personal page that shows all of that person‟s posts, friends posts to them, their photos, etc. • Wall: the section on your profile page that show your posts and the posts from your friends 41
  42. 42. Facebook: Recent Changes • “Fan” to “Like” • No longer are a “Fan” of a “Like” it (though you still get the same updates and interaction as you would as a Fan) • “To improve your experience and promote consistency across the site, we've changed the language for Pages from "Fan" to "Like." We believe this change offers you a more light-weight and standard way to connect with people, things and topics in which you are interested.” 42
  43. 43. Facebook: Recent Changes • Community Pages • built around topics, causes or experiences. • intended to capture public-facing topics, concepts themes and anything else that doesn‟t fit into an “official” page • won‟t generate stories in your News Feed • won‟t be maintained by a single author • Users can help improve the page, and add content (like a wiki) • Examples: geographic locations, types of cuisine 43
  44. 44. Facebook: Recent Changes • Connections: asking users to link their profiles to pages that currently exist • Will most likely boost the “like” counts of Pages • More interconnectivity, more interlinking • Hovercards: if you mouse over a linked item in a profile, you‟ll see a box pop up showing a little more information about the item as well as the option to like • Increased privacy settings: so that people have more control and options over their privacy settings 44
  45. 45. Facebook: Creating your page • Must have your own individual page, first • Go onto another org‟s page, click on “Create a page for my business” • You are now the administrator, and can set other facebook users as administrators, as well 45
  46. 46. Facebook: Creating your page • Upload a picture that will appear as your “Profile Picture” • Edit all information (best to get approval on this, first) • Begin posting! (you must go onto your profile‟s page to have the status update appear from your organization) • Easiest way to get to your profile page: go to the “search” button on the top of your Newsfeed page, type in your orgs name 46
  47. 47. Facebook Best Practices  Don‟t just post during the workday…post at night and on weekends  Follow other pages/people to listen to what they have to say  Make your posts and your interactive: add links, photos, etc.  Keep your posts to 3 lines or less  Stay active, but don‟t overpost 47
  48. 48. Facebook: Best in Class 48
  49. 49. Twitter: What it is  Social networking service that allows users to communicate with their “Followers”  It’s open to anyone, so you can follow or be followed by people you know and people you don’t  Microblogging: communicate via short messages and updates called “tweets” that have a maximum length of 140 characters 49
  50. 50. Twitter: Why people love it  Changing the definition of “real time” news  Staying up to date on current events  Making friends around the world  Connecting with like-minded people (“Lost”ies)  Following celebrities 50
  51. 51. Twitter: Anatomy of the FEED Strategic Communications © Jeffreys and Ryan 51
  52. 52. Twitter: Anatomy of the FEED 52
  53. 53. Twitter: Anatomy of the FEED: Timeline HANDLE REPLY OR“AT”ING SHORT URL RETWEETING 53
  54. 54. Twitter: Anatomy of the FEED 54
  55. 55. Twitter: Anatomy of the FEED 55
  56. 56. Twitter: Anatomy of the FEED 56
  57. 57. Twitter: Best in Class 57
  58. 58. Twitter: THE LINGO • Tweet: A post to Twitter - text only, 140 characters maximum (including spaces) • Timeline: A series of tweets displayed on a Twitter page • Follow: When you follow someone on Twitter, that means you elect to see in your timeline the tweets that they post • Your “friends”: are the people who you follow • Your “followers”: (a.k.a. “tweeps,” or “tweeple”) are the people who have chosen to see your tweets • @ Replies: Supports back-and-forth conversation via tweet replies 58
  59. 59. Twitter: THE LINGO • Direct (private) messages: sometimes abbreviated to “DM.” You can send private messages on Twitter that are visible only to you and the recipient • Short URLs: You can include links in your tweet simply by posting the complete URL, including “http://” • Hashtags: When you insert a # in front of keywords, you make it easy for Twitter users who don‟t already follow you to find your public contributions to the coverage or discussion on that topic. • Trending: hashtags categorized by popularity, which depends on a vast number of people tweeting on the topic at the same time 59
  60. 60. Twitter: Setting up the account • Go to and click the “sign up” button in top right corner • Pick what name and handle you want to display • Follow instructions on the email that is sent to you to activate your account • Your account is created! • Search for people and organizations that you want to follow • Begin tweeting by simply typing in a message in the white box under „what‟s happening‟ 60
  61. 61. Twitter Best Practices  Listen first tweet later  Search keywords related to your organization or issue  Create lists to organize and monitor different stakeholders  Promote your allies before you promote yourself  12 to 1 rule  Engage other organizations and users  Use @ messages  Use url shorteners for ALL external links   Stay active 61
  62. 62. Other great tools  MySpace  One of the original social networking sites  Similar to Facebook, but profile is more customizable  Still very big with teens and bands/musicians (which was its original intent) 62
  63. 63. 63
  64. 64. Other great tools  YouTube Online community where users can create, upload and share their videos Thorough, searchable database of videos YouTube is 2nd largest search engine next to Google. Every minute, 24 hours of video is uploaded to YouTube. How your can use it  Organization Channel  Upload news clips, trainings, webinars,  Create a short promo video for your organization 64
  65. 65. 65
  66. 66. Other great tools  LinkedIn  The more “professional” social network of the Big Three. It lets users create an online resume and network with their peers, colleagues, business associates, etc.  Businesses and orgs can also set up profiles on the site  6-degrees nature of the site allows you to reach out to people through already existing connections  How you can use it  Recruit and check references of new hires, volunteers 66
  67. 67. 67
  68. 68. Other great tools  Blogs:  a type of website, usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.  News  Politics  Organizations  Community 68
  69. 69. Other great tools  Blogs: How you can work with bloggers  Build relationship with bloggers  Comment on blogs  Send info/help blogger write a blog  Write a blog  Promote a blog  Cross posting  Live blog 69
  70. 70. Other great tools  Blogs: Creating your own  blogger, wordpress, typepad • establish a strategy • define an editorial policy • find a voice • create compelling content • use keywords • post on a regular schedule • link from homepage • engage with readers • spread your content 70
  71. 71. 71
  72. 72. Other great tools  E-newsletters  Just like a printed newsletter: a way to highlight 3-4 pieces of news to send out to various audiences  Online e-news sites make it quick and affordable to have a tailored newsletter that you manage  A good engagement tool to keep various audiences updated on important issues from your organization 72
  73. 73. 73
  74. 74. 3 key questions to ask yourself before embarking in social media: 1) Do you have engaging content that provides indisputable value? 2) Can you maintain a consistent flow of content that can draw attention and inspire others to share and advocate 3) Where will the content come from? Internal resources? Volunteers? Board?
  75. 75. Making Social Networking Work in your Organization  If you decide that social media is a tool you want to use....  Meet with your team to discuss objectives  Put someone in charge of social networking (though many can be involved in generating content)  Define your tone  Discuss privacy 75
  76. 76. Making Social Networking Work in your Organization  If you decide that social media is a tool you want to use....  Set a schedule  Create a posting calendar  Set standards and institute policy  Create a submission form  Create Social Media Policy form  Use tools to help manage your social networking (i.e. Tweetdeck)  Monitor how your sites are doing 76
  77. 77. How to use social media well • LEVEL 1 Involvement: “Listen” Mode • Create your profile • Follow/Friend those you feel are relevant (media, legislators, other orgs, your “competition”) so you can “listen” to what they say and stay up-to-date on what is going on/being discussed 77
  78. 78. How to use social media well • LEVEL 1 Involvement: “Listen” Mode • Facebook: Do a search for keywords, pages or people relevant to your issues • Twitter: follow dialogues and research key issues using Twitter Search and hashtags (#). Create Twitter lists to keep track of these people • YouTube: watch videos on relevant topics or from similar organizations • Blogs: keep a list of important blogs on your issues, and monitor them on a regular basis 78
  79. 79. How to use social media well • LEVEL 2 Involvement: “Reactive” Mode • Post timely information from your organization • news articles you are mentioned in • upcoming events you are hosting • new reports, materials, etc. from your organization • encourage people to sign-up to your e-news or donate • Reply to those that comment on your page/feed 79
  80. 80. How to use social media well  LEVEL 3 Involvement: “Proactive” mode  Come up with new content for your page/feed  contest  polls  exclusive content for your social media users  Comment, interact and encourage conversation on other pages/feeds  use @tagging  Retweet/repost information  comment on relevant blogs and encourage bloggers to post on a certain issue  Host online events via social media sites  Twitter parties/Twinterviews  Event Invitations via Facebook 80
  81. 81. How to promote your page and get followers  Twitter: follow people  Facebook: Suggest to friends (and have others suggest to friends!)  Promote in all aspects of your marketing  E-news  website  e-signatures  at events  donor materials  Be a resource, and they will seek you out 81
  82. 82. Cardinal Rules of Creating Content  Key word in social marketing: SOCIAL. Be social! Share photos, tell stories, and offer great content that your followers will want to share with their fans  Write in a personal tone  Use “we”  Write as if it is a 1-1 experience 82
  83. 83. Cardinal Rules of Nonprofit Social Networking  Be human: establish a familiar and appropriate tone  Expect the unexpected: Plan, experiment, adapt  Be relevant: acknowledge and build upon the existing community and what members are already talking about  Be patient: building a following takes time; be in it for the long-term 83
  84. 84. Cardinal Rules of Nonprofit Social Networking  Listen: follow what others are saying, don‟t just be a “volume- out” experience  Be transparent: communicate as if it was a face to face experience‟  Stay active and involved  Promote sharing and seek dialogue 84
  85. 85. Remember...  People often stress the importance of reaching certain numbers of followers/fans on Twitter, Facebook, etc., but the essence of social media lies in relationship building in an effort to build a community.  It‟s not about using the latest tools…but the tools that work for you.  It‟s not about listening to experts, it‟s about person-to-person, genuine interaction that you will have with people. You will find the most value in your own experiences with social media. 85
  86. 86. Conclusion...what we learned  Social networking is one big web  Plan your communications, and figure out which audiences you need to reach, and if social networking is a tool to reach them  There are many different sites you can be using  Start small, build big...listen, be reactive and/or be proactive  Be genuine and real  Social networking is just one tool in the tool box of communications tactics 86