Incorporating Social Media Into Your Strategy
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It can be challenging to determine what social media tools you can use to enhance your strategy- but by following these objectives you can actually use social to allocate resources and receive feedback!
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Incorporating Social Media Into Your Strategy
- 1. How to Match Social Media Strategy with Your Organization’s Goals Danielle Brigida National Wildlife Federation #RaganMSFT @starfocus
- 2. Reasons We’re Active on Social Flood = Support #RaganMSFT @starfocus Fire = Criticism Earth = Relationships
- 3. Remember Goals and Objectives • Research and Learning • Build Relationships • Improve Reputation • Generating Content • Issue Awareness • Drive Traffic • Actions Taken • Sales/Fundraising Consider each tool’s capability and combine it with user tendencies. #RaganMSFT @starfocus
- 5. Demographics – Preliminary Research
- 7. Research Social Media Search Sites • Blogs – Ice Rocket – Google Blog Search – Technorati • Facebook/Twitter – Search.twitter – Social Mention – Mention.net – Boardreader – RSS Notifications
- 8. Just RSS Your Search Results! RSS = Real Simple Syndication #RaganMSFT @starfocus
- 9. Track Relative News and Mentions Feedly.com
- 10. Notice Content Trends #RaganMSFT @starfocus
- 11. Tagboard Searches Hashtags #RaganMSFT @starfocus
- 12. Know Your audiences National Wildlife Federation Forest Justice Campaign Certified Wildlife Habitat Page
- 14. Art of Quality Conversations • Speak Less- Listen More • Develop Your Sense of Humor • Know Your Current Events • Keep Track of Interesting Experiences • Be a Bearer of Good Tidings • Keep Comments Short and To the Point #RaganMSFT @starfocus
- 15. Start With Your Community: Know Your Most Active Social Supporters #RaganMSFT @starfocus
- 16. Manage Social Connections With Lists
- 17. Help Keep Track of Meaningful Interactions #RaganMSFT @starfocus
- 18. Empower Staff on Social Media to Grow Your Community
- 19. Act on What You Find • Comment on posts and mentions • Track mentions • Send updates to other staff • Be willing to be engaged and informed by your audience
- 20. 5 Ways Linkedin is Better Than a Rolodex • Public Contacts • Understand Your Network • Search for People • Aggregate Job Updates • Stay Connected
- 23. Improve Your Reputation from Listening
- 24. Measure the Impact: Collect Qualitative Data • Set up outreach goals and track their value • Correct misinformation, Assist with Issues • Notable mentions and behavior change • Make note of content created
- 25. Take the Time to Learn the Communities • Listen All the Time • Be Responsive • Add Value • Spark Discussion • Be Present • Follow the Passion • Provide Visuals, Messages and an Action #RaganMSFT @starfocus
- 26. Find The Active Users • Super Influencers are great friends • Ask them for advice • Help them and you can learn from it
- 27. Regional and Audience Specific Accounts
- 29. Rules for Social Content • Would you share it? • Photo – Cute or impressive • Add value – Provide the how, why, news, or what now • What do you want people to DO? – Click, like, share, comment, take action
- 30. Twitter Content • Be useful – News, facts, relevance • Clear & concise • Valuable content • Interact – Listen, RT, reply • Photos
- 31. Learn from Your Community and Advocates @klsnature
- 32. Get Members to Collaborate Together #RaganMSFT @starfocus
- 33. Combine Online and Offline
- 34. Use Content and Blogging to Give Context to Your Work
- 35. Consider ALL Your Communication Channels
- 36. Bridging Social and Organizational Relationship History
- 41. Content Pyramid SM Blog Posts News Articles Features Evergreen Content Informal Right Now Formal 3 years from now
- 42. Expand on existing content
- 43. Success Story: Search Engine Optimization + Content • Does the Frog Mouthed Turtle Exist? • 12,600+ Page Views • #1 Ranking in Google • 91% of traffic from search
- 45. Passionate Supporters Spread the Word
- 46. Carefully Use Social Media Advertising • Facebook • Twitter • Youtube • Stumbleupon • Linkedin • Reddit • Care2
- 48. Effective Fundraising Isn’t All Online
- 49. Fundraising on Social Media is Often Unreliable
- 50. Bring the FUN to Fundraising
- 51. Consider Crowdfunding – Social Fundraising *works best when you have dedicated ambassadors
- 53. Example National Wildlife Photo Contest
- 54. Find Communities that Align with Goals Inspire Americans To Protect Wildlife For Our Children’s future Photographs Getting Outdoors Watching for Wildlife Instagram Google+ Facebook Flickr
- 55. Create Content Intended for Your Audience #RaganMSFT @starfocus
- 56. 2013 Photo Contest Results • 3,000 people entered 32,000 photos • 10,300 were donated • Users cast 646,000 votes • Over 150,000 Page views from Facebook
- 57. Empower Others to Share and Interact #RaganMSFT @starfocus
- 58. Think of Where You Can Provide Value #RaganMSFT @starfocus
- 59. Well Said.
- 60. Questions? Danielle Brigida Sr. Manager of Social Strategy National Wildlife Federation @starfocus brigidad@nwf.org Judy N, Flickr
Editor's Notes
- Informal does not mean fabricated or under-researched. It simply means you are giving more of a voice to your content than you would if it was a scientific paper.
- By taking an issue you cover broadly on your website and expanding on it in a blog post, you can dive deeper on priorities that your organization is focusing on.
- Look for opportunities to educate and have fun with the serious issues we cover.