Enhancing CSO National Dialogue and Collaboration via Social Media

Optimize Your
Social Media
Accounts
(graphically)

• Cover Photo
• Short Name
• Page Name
• About
• Avatar
• Milestones
• Use of Multiple
Language Arabic
/English
• Background Image
Twitter

Brand your Avatar/cover images !
These photos should be designed in a way that symbolizes
the main concept of the CSO, its goals and what it aims for,
in order to get the users attention to visit the Page.
Like your cover photo, your Avatar tells a lot about your
Organization. It has to be high resolution with proper
dimensions and has to be consistent on all the Social Media
Channels you are using.

Image Source: http://blog.mainstreethost.com/social-media-image-size-cheat-
sheet#.VClM7vmSx8G

Decide how you want to spell your name on the accounts and
claim your vanity URLs that are consistent throughout different
Social Media Channels you are using like your website:
• Website: www.yourorg.com
• Facebook.com/yourorg
• Twitter.com/yourorg
• Pinterest.com/yourorg
• YouTube.com/yourorg
• Googleplus.com/yourorg
• LinkedIn.com/Company/yourorg

Have your About/Bio sections short and
straight to the point as online users are
generally not avid readers. Clearly state who
you are, what you do best, and what is in it for
them if they follow you!

Keep in mind the following character limits for
the About/Bio:
• Twitter (160 characters)
• LinkedIn (2,000 characters)
• Facebook (155 characters)
• Instagram (150 characters)
• Pinterest (200 characters)

• Milestones demonstrate all important dates your
Organization has had. The Milestones could be your
start, first board meeting, acquiring new offices,
glorious event, successful projects, 100,000 Likes on
Facebook, etc…
• On Facebook you have the functionality to mark
Milestones while on Twitter and LinkedIn you have to
pin the posts where you announce these Milestones

As of the first week of December 2013, Facebook has
decreased the organic reach. This means that less and less
people see the Social Media posts of the CSOs.
CSOs have yet to change their old Social Media behaviors to
react to the changing dynamic of the medium they are in.
Reach is one of many critical indicators that need to be
regularly addressed and closely monitored by CSOs if they
are to be heard.

On Sep 18, 2014 Facebook announced that it will place
posts about trending topics and content with fresh
engagement on the top right hand side in the News
Feed page.

• When trends are (remotely) relevant to the CSOs
objectives, share/create related content.
• General Interest topics can also be used. The
more relevant the CSO is to the online audience,
the higher the engagement.
• View “Real Time Marketing”examples

Facebook“Trending”is now available to show a list
of topics and hashtags that have been recently
used in popularity on Facebook. The use of
trending topics of hashtags will increase the posts
engagement without booting.
https://www.facebook.com/help/1401671260054622

https://www.facebook.com/help/1401671260054622

Changing
Dynamics of
Online Advertising

• Media consumption is no longer LINEAR
• People now move quickly and unpredictably
between devices and media channels in different
parts of their day.
• Content creators have the challenge of telling a
story in a non-sequential technique

• CSOs are rearranging their content generation
process and taking advantage of these Social
Mediums
• Here are five key ways to work on internally, and
improve the CSOs capabilities:

1. Switch to Non-Linear Storytelling
2. Restructure Operations and Processes Around Content
and Sharing
3. Re-examine the posting Cycle
4. Facilitate Discovery of Content
5. Making entertainment a core offering

The challenge goes as follows:
• Participants post videos dumping ice water on their
heads on social media platforms.
• At the end of each video, participants of the challenge
are called upon to nominate a few others, and continue
the“chain reaction,”so to speak.
• If these friends don’t complete the“challenge,”they’re
urged to donate $100 to the ALS foundation.
http://elitedaily.com/news/technology/chill-als-challenge-far-just-social-media-
stunt/715117/?utm_source=feedly&utm_reader=feedly&utm_medium=rss&utm_campaign=chill
-als-challenge-far-just-social-media-stunt

#Stripforjackie campaign was sparked on Social Media,
where supporters stripped off in solidarity with the
Lebanese Olympic skier, Jackie Chamoun, who was called
for an investigation by Lebanon’s sports and Youth Minister,
for posing for a stripped photo shoot of a calendar which
wasn’t supposed to go public.
http://www.dailymail.co.uk/news/article-2558696/Lebanese-Olympic-skier-posed-
topless-racy-calendar-shoot-hate-figure-home-country-footage-appears-online.html

Image Source: http://www.trendingbytes.com/blog-trends/lebanese-graphic-
designer-likes-remind-us-priorities

Content Creation
V.S.
Content Curation

• Creative and good content is important for
positioning your brand as a reference for health,
lifestyle, finance, Social Media, politics, and every
other category you can think of.

http://www.dailymail.co.uk/news/article-2558696/Lebanese-Olympic-skier-posed-
topless-racy-calendar-shoot-hate-figure-home-country-footage-appears-online.html
Content Creation is the process of generating unique
content for the CSO.
Content Curation is when CSOs share relevant content
from different CSOs or users (Of course, by giving them
credit) on your Social Channels

http://curationtraffic.com/curating-content/

• By curating content, you are acting as a filter for
your audience to select the content of interest
to be shared on Social Channels.
• Curate content at least three times a week.

• Blogs about your topic of Interest
• National news (holidays or events)
• Relevant news from around the world
• Industry news and latest inventions
• Funny/light Tweets are nice from time to time

Categories
Recommended
for Content

 Awards
 Community Links
 Community Services
 Education
 Environment
 Events
 Facilities
 Health
 Newsletters
 Powerful/Successful Women
 Recruitment
 Statistics (Performance)
 Summits
 Women in Tech

Awards that are
being given to
people around the
world or even CSOs.

Content can be linked to
an event happening in the
community, where the
CSO or Founder may be
involved. (Supporting,
Sponsor, Participating)

 What is the CSO doing for the community?
How is the CSO helping the community?
 Content can deliver steps happening during this
service.
 The CSO being involved with the Community and
being social in order to increase awareness and
social connectivity with the society.

 CSO’s can provide content of when the CSO visited a
school to deliver a message to students and/or public
event to the society of what they are doing, how they will
benefit.
 CSO’s can provide content to deliver ways the society can
give a helping hand.
 Facts of how children around the world are striving to be
educated.

 CSO’s being a part of environmental awareness is
an important part of society. Through your Social
Media platforms you can post about events that
are happening“Beach clean-up day”, contests
related to environment, or new technology the
CSO is providing the society to keep the
environment clean, and/or less polluted.

 The audience wants and needs to know what each CSO is
doing when it comes to events, conferences, and/or
seminars.
 Content to be delivered before event:
 What the event is about
 When, where, and time

 Reminders about the event is suggested every two or
three days as a reminder
 During the Event, conference, or seminar, it is suggested
to do live posts, tweets, and even Instagram uploads.

 Introducing the audience to the facilities you have
at the CSO is also important
 Providing information about:
 Staff news
 Programs that audience can participate in

 Content can be about health issues happening
around the world
 How to prevent health issues (Ebola)
 What the CSOs have conducted to help people
with health issues

• CSOs can relate with the audience by posting
news about holidays or celebrations they support.
• For example,
• Breast Cancer Awareness
• World Food Day
• Christmas
• Ramadan

• Everyday we hear about powerful or successful
women around the world making a change. This
type of content will help bring awareness about
respect, honor, success, intelligence.
• Moreover, it might change one person’s life by
reading the story.

• Post about recruitment and the positions that
are available.
• Give the content an image to attract users. A
post without an image does not drive
engagement as one with an image.

• Providing the audience with results of what the
CSO has delivered through it’s initiatives is very
important.
• Users want to see numbers (% improvement)
• Users want to see results (Final Work)
• Statistics can also mean what is happening
around the world (% of clean water in a country)

Support:
• women’s empowerment initiatives,
• promote social cohesion,
• community development,
• improve women’s legal and social status,
• support educational and spiritual development
• promote social justice,
• human rights,
• and equality

• Supporting or posting news about CSOs is extremely
helpful.
• This shows communication, support to one another,
commitment,… Sharing content from another CSO can
help both gain further awareness about what is being
done for the society.
• Moreover, this will provide users with an understanding
that all initiative are done for the society’s benefit.

• Factor ad budget in every grant application
• Have a daily budget to boost visibility of your Social
Media content.
• Target your ads to your existing email database (FB/TW)
• Use Lookalike Audiences to reach new people

• Facebook Ads: What budget can be allocated? (Cost per
visitor is $0.45 to $2)
• Twitter Ads: What budget can be allocated? (Cost per
visitor is $0.45 to $2) (Minimum campaign of $12,000)
• Google Visitor: $1 to $1.5 per visitor
• LinkedIn Visitor: $2 to $3 per visitor

• Do you have your ad budget?
• Do you know how you will distribute the budget?
• Are you looking for a simple way to calculate how to
distribute your budget?

• This sheet will not only allow you to distribute your
budget. Moreover, it will allow you to perceive how you
will spend your next budget according to the results.

Creating a Facebook Ad Structure not only helps you create
full content preparation before launching ad(s).
By preparing an ad structure you are set to not lose time
with:
• Number of characters in the Headline (25 characters)
• Number of characters in the text (90 characters)
• Image Size Recommendations for the ad type
• Back and forth approvals for content

Facebook Ad Structure
Headline:
(25 characters)
Social Media Campaign Strategies
Description:
(90 characters)
Are you looking to improve you social media campaigns?
Register Now!
Display URL:
(Characters depending on
Ad)
www.aymanitani.com

Facebook Ad structure differs by where it is set on the page:
• Desktop Newsfeed
• Mobile Newsfeed
• Right-hand side Newsfeed
With the various sets of Ads, each delivers a certain
dimension size for the image. The recommended sizes for
images of ads are 1200 x 444 pixels or 1200 x 628 pixels.

• Facebook announced a way to track performance of
advertising across devices. This will enable advertisers to
see how people are balancing desktop, mobile and tablet
before they make a conversion.
• Advertisers can see how different devices influenced a
website conversion and mobile app actions, as well as the
value of the website conversion
http://www.insidefacebook.com/2014/08/13/facebook-launches-cross-device-
reporting-for-ads/

reporting-for-ads/

Facebook blogged about this new capability:
• Imagine seeing an ad for a product on your mobile phone while in
line at the bank. Do you immediately make a purchase on your
phone? Probably not. Facebook already offers targeting, delivery
and conversion measurement across devices. With the new cross-
device report, advertisers are now able to view the devices on
which people see ads and the devices on which conversions
subsequently occur.
reporting-for-ads/

• For instance, a marketer can view the number of
customers that clicked an ad on an iPhone but then later
converted on desktop, or the number of people that saw
an ad on desktop but then converted on an Android
tablet.
reporting-for-ads/

Ad Managers is now available on mobile devices,
advertisers can monitor and optimize their ads:
• Pause or resume campaigns
• Edit budgets and schedules
• View insights
• Respond to alerts
http://www.insidefacebook.com/2014/07/16/facebook-launches-ads-manager-for-
mobile/

http://www.insidefacebook.com/2014/07/16/facebook-launches-ads-manager-for-
mobile/

The important aspects in an
ad report would be:
• Total Number of
Impressions
• Total Number of Clients
• Total Number of Actions
• Total Reach
• Total Number of Page Likes

Additionally, calculating the total of posts, likes, and
shares, allows you to evaluate how on ad is doing than the
other. This will also provide you with information of how to
enhance your future ad campaigns.

There are 3 categories of messages that need to be
boosted.
The main target of boosting a post is to reach users and
increase the chances for them to see your post.
“Category A”$5 per day for important news about the CSOs
“Category B”$15 per day to get Page Likes
“Category C”$50 per day for upcoming events

Whether you are looking for more followers, increase
engagement, drive business or website traffic you can find the
right ad solutions.
Twitter Ad Interface not only makes it easier to create and
optimize campaigns but only pay for the actions aligned with
your marketing objective.

All you need to do is:
• Show up across Google
• Give customers the right info they need to know about
your business
• Show up on Google Maps and Google+

• Google My Business allows you to create and verify your
local business on Google and share information on
Google Maps.
• You can show business locations in your AdWords ads by
using location extensions where you display your
business name, address and phone number with your ad
to help customers connect you directly

• The size limit for all image ads is 150 kilobytes.

• The size limit for Mobile image
ads an be the following sizes
(listed as width x height x
maximum size in bytes):

Outreach marketing is about reaching out to the right
people at the right time to help you tell your story.
This can include anyone from individuals with a large
social presence who fit within your brand’s niche to
the happy consumer who takes it upon them self to
tell everyone how much they love your service.
http://mashable.com/2014/09/18/social-media-charity/?utm_cid=mash-com-Tw-socgood-link

TweetDeck is a Social Media dashboard that can be
used as a mobile app or on desktop browser, to be
able to manage Twitter accounts.
Image Source: https://tweetdeck.twitter.com/

By using the“Add Column”, we will be able to insert
further columns we want to monitor such as: Messages,
Notifications, Home, etc.
Image Source: https://tweetdeck.twitter.com/

Outreach is usually used to interact with Twitter users,
talk to them, give chances for discussions, greet them,
etc.
In order to outreach, a list of keywords should be
prepared and inserted in a TweetDeck column.
It is also necessary to insert a location and distance for a
better targeting.

Outreach is a great way to engage with Twitter users.
This process allows CSOs to interact with Twitter users
by replying to a“Good Morning”or asking a question
related to the audience that was developed through
the outreach process.
This is a simple process which contributes with several
steps.

The outreach search will give us all tweets that are
linked to the words that we searched for.
Choosing the right audience to outreach goes through
different steps:
Look for questions you have the answer for
Look for audience that you’re interested to reach
Interact with users even if not related to CSO’s subject

To see if the user is appropriate to outreach we look at
several aspects:
 The description
 The location
 Number of Tweets
 Number of Followers vs following
 Most important the content in the tweets

• Outreach is a great way to engage with users that
are followers and none followers of your Twitter
accounts.
• This process allows you to interact with Twitter
users, by replying to a“Good Morning”or asking a
question related to the audience you have
developed through the outreach process.

• This is a simple process which contributes with
several steps.
• An outreach example is provided in the
upcoming slides:

In the outreach search you will receive all tweets that
are linked to the words you have searched. Choosing
the right audience to outreach goes through
different steps:
• Look for questions you have the answer for
• Look for audience that your interested to reach
• Interact with users even if not related to your subject

i.e.
• Search for a target
• Click on the text to expand the
topic, moreover to not lose the
users when verifying if the user is
a relevant person to target
• Right click on the name to open
in a new tab

To see if the user is appropriate to outreach we look at
several aspects:
• The description
• The location
• Number of Tweets
• Number of Followers vs following
• Most important the content in the tweets

If the user is applicable to outreach:
Close the previous tab
Click on reply and write the text
Remember to add the CSO username“@NGOName”
with at least one hashtag related to the subject, as
shown in the image.

Finally, after replying to the
tweet, make sure to follow
the user to show them, that
you are interested in their
content while giving them
some reassurance to follow
you back.

• Most of the time approaching the user with a simple reply
is better than directly talking about your CSO, or what your
CSO provides.
• After the user replies back to your comment, the next step
would be to introduce them to your website, social media
platforms, or any other related activities of the CSO.
• The reply should be simple, interactive, friendly, but not
bulk, difficult to understand, or serious.

Social Media Platforms Intent
Awareness of Social
Media Platforms
Appreciation and Engagement
of Social Media Platforms
Action Benchmarks
Social Network
Soft
Metrics
Search rankings Number of fans Website referrals Comparative stats from:
Referrals from brand
website
Number of the subscribers Call Center enquiries
Other Social Media
Platforms
Unique visitors Number of comments Brochure Requests Non Social Media Platforms
Reach Number of discussion threads Coupons Downloaded Competitor activity
Impressions Interaction rates
Hand raiser
Registrations
Similar Social Media
Platform
Number of active users
Poll votes
Page Views
Videos Viewed
Return visits
Dwell time
Number of competition entries

Social Media Platforms
Awareness of Social
Media Platforms
Appreciation and Engagement of
Action Benchmarks
Social Network Impressions Number of plays Website referrals Comparative stats from:
Number of Blog posts Duration play Call Center enquiries Other Social Media Platforms
Number of Online article Number of comments Brochure Requests Non Social Media Platforms
Search Rankings Number of bookmarks Hand raiser Registrations Competitor activity
Press Coverage Number of Uploads/Submissions Similar Social Media Platform
Customer rankings

Awareness of Social
Media Platforms
Appreciation and
Engagement of Social Media
Platforms
Action Benchmarks
Social Network CTRs Banner Interaction Website referrals Comparative stats from:
Apps ranking Call Center enquiries Other Social Media Platforms
Number of responses Brochure Requests Non Social Media Platforms
Search ranking Competitor activity
Similar Social Media Platform

Daily People Talking About
This
Daily The number of people sharing stories about your page. These stories
include liking your Page, posting to your Page's Wall, liking, commenting on
or sharing one of your Page posts, answering a Question you posted,
RSVPing to one of your events, mentioning your Page, photo tagging your
Page or checking in at your Place. (Unique Users)
Weekly People Talking About
This
Weekly The number of people sharing stories about your page. These stories
include liking your Page, posting to your Page's Wall, liking, commenting on
or sharing one of your Page posts, answering a Question you posted,
RSVPing to one of your events, mentioning your Page, photo tagging your
Page or checking in at your Place. (Unique Users)

Daily Organic Reach Daily The number of people who visited your Page, or saw your Page or
one of its posts in News Feed or ticker. These can be people who have
liked your Page and people who haven't. (Unique Users)
Weekly Organic Reach Weekly The number of people who visited your Page, or saw your Page
or one of its posts in News Feed or ticker. These can be people who have
28 Days Organic Reach 28 Days The number of people who visited your Page, or saw your Page
or one of its posts in News Feed or ticker. These can be people who have

Daily Total Consumers Daily The number of people who clicked on any of your content. Clicks
generating stories are included in "Other Clicks." Stories generated
without clicks on page content are not included. (Unique Users)
Weekly Total Consumers Weekly The number of people who clicked on any of your content. Clicks
generating stories are included in "Other Clicks." Stories generated
28 Days Total Consumers 28 Days The number of people who clicked on any of your content.
Clicks generating stories are included in "Other Clicks." Stories generated

Absolute Unique
Visitor
report counts visitors to your website (counting each visitor only once in the
selected date range) whereas New vs. Returning classifies all visits (sessions) in
the date range by the visitor type. The new visitor number may seem especially
large if you are looking at a large date range, or if you have just recently installed
Analytics on your site.
Page view
A request for a file whose type is defined as a page in log analysis. An occurrence
of the script being run in page tagging. In log analysis, a single page view may
generate multiple hits as all the resources required to view the page are also
requested from the web server.

Unique Visitors
is the number of unduplicated (counted only once) visitors to your
website over the course of a specified time period.
Pages/Visit
(Average Page Depth) is the average number of pages viewed during a
visit to your site. Repeated views of a single page are counted.
Avg. Visit Duration The average time duration of a session.
New Visits
An estimate of the percentage of first time visits

Unique Page Views
Unique Page Views refers to the number of unique users that access a
page. This is determined by a combination of the IP address of the user
accessing the page and the cookie file.Thus the unique page views
metric is designed to calculate the number of individuals exposed to a
page over a period of time, rather than the number of times the page is
served, which is the number of impressions. Unique page views are a
part of web analytics.

This project is funded through the U.S. Department of State, Bureau of
Near Eastern Affairs, Office of the Middle East Partnership Initiative (MEPI).
MEPI is a unique program designed to engage directly with and invest in
the peoples of the Middle East and North Africa (MENA). MEPI works to
create vibrant partnerships with citizens to foster the development of
pluralistic, participatory, and prosperous societies throughout the MENA
region.

MEPI partners with local, regional and international non-governmental
organizations, the private sector, academic institutions, and governments.
More information about MEPI can be found at:
www.arabianpeninsula.mepi.state.gov.
“The opinions, findings and conclusions stated herein are those to the
author[s] and do not necessarily reflect those of the United States
Department of State.”

Enhancing CSO National Dialogue and Collaboration via Social Media

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