Social media management presentation for the Maryland Association of Social Services Boards - October 2022. AGENDA: Why Social Media? Messaging & Content - Images vs. Video - Keywords & Hashtags Social Media Platforms - LinkedIn - Facebook - Instagram - Twitter - Google Business Profile Daily / Weekly / Monthly Action Items Crisis Management Answering the following questions: - How can we improve our outreach and interaction with our followers? - How long should the content be? - What is the best way to communicate (words or pictures)? - Which social media platform would be best to use to reach our target audience? - Should we pay to promote our posts? - What are some ways to gain more followers besides promoting our posts? - Can we ask for donations? - How often should we engage? - Should this vary by platform? - Should we consider networking with other groups that share a similar message? - Are there any resources that we can use to stay up to date with best ways to engage with our followers/supporters?

1. MASSB SOCIAL MEDIA
MANAGEMENT
OCTOBER 2022
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2. ABOUT MOSTYN MARKETING
GROUP
 30+ years’ experience in both online and traditional
marketing
 Specializes in measuring and optimizing marketing
and advertising
 Certifications from industry-leading authorities
 Services include:
 Marketing Strategy
 Website Analytics
 Search Engine Optimization (SEO)
 Email Marketing
 Social Media
 Pay-Per-Click Search Engine Marketing (PPC /
SEM)
 Affiliate / Influencer Marketing
 Traditional Media Placement

3. SOCIAL MEDIA MANAGEMENT AGENDA
 Why Social Media?
 Messaging & Content
 Images vs. Video
 Keywords & Hashtags
 Social Media Platforms
 LinkedIn
 Facebook
 Instagram
 Twitter
 Google My Business
 Daily / Weekly / Monthly Action Items
 Crisis Management
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4. WHY SOCIAL
MEDIA?
“CONTENT IS FIRE;
SOCIAL MEDIA IS
GASOLINE.”
- JAY BAER
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5. SOCIAL MEDIA BUILDS EMOTIONAL BONDS
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Social Media is Essential
for Building Emotional Bonds
Source: 2018 Edelman Trust Barometer: Special Report: Brands and Social Media.

6. SOCIAL MEDIA
REACHES
YOUR TARGET
AUDIENCE
 Who are you trying to reach?
 Clients (existing & potential)
 Employees/volunteers
 Donors
 What are they talking about? What are their
challenges and pain points?
 Where are they spending time online?
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7. Establish
Best
Practices
Audience
Engagement
Reach
Web Traffic &
Donations
SOCIAL MEDIA AREAS OF FOCUS
Time & Resources Spent
Maturity
In
Channel

8. SOCIAL MEDIA AREAS OF FOCUS
Establish
Best
Practices
Audience
Engagement
Reach
Web Traffic &
Donations
Time & Resources Spent
Maturity
In
Channel
Organic
Organic +
Paid Promotion

9. ORGANIC + PAID SOCIAL MEDIA PROCESS
Establish
Channel
Best
Practices
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Publish Interesting & Engaging Content

10. SOCIAL MEDIA - START SMALL
 One of the mistakes organizations make is focusing on
a larger pool of people who “like” your brand, rather
than a small, tight-knit group of people who truly
“love” your brand.
 If you’re trying to build a social media community or
scale a company on social media, take a page from
Airbnb’s playbook: focus on the minimum viable
audience you need to build a community online, then
invite only those people.
 They’ll naturally tell their friends and advocate on your
behalf – who (assuming you deliver on your brand
promises to those new clients) will do the same.
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11. SOCIAL MEDIA
MESSAGE
DEVELOPMENT
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Where are we posting it?
Who is generally on that platform?
What topics are we posting?
When should we post it?
What days and times get us the best
engagement on each platform?

12. SOCIAL MEDIA MESSAGING & CONTENT
Social media content should be:
 Entertaining & engaging
 Useful & actionable
 Visually appealing
 Targeted
Try different formats, like text and video
Create different types of content, like:
 “How to” articles
 “Top 10” lists
 Educational material
 Latest research and trends
Social Media Posts can be broken into three
(primary) messaging categories:
 Early-Stage
 Mid-Journey
 Late-Stage
These provide a helpful check-point to make
sure that your overall social content strategy is
balanced and providing something for
everyone.
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13. EARLY-STAGE SOCIAL MEDIA MESSAGING
 Your Early-Stage Messages should be relatively “fun”, eye-catching and
informative – these are meant to capture a prospect’s attention and encourage
him/her to follow you. That’s it.
 Some examples:
 Sharing/Curating Relevant News
 Helpful Tips
 Relevant Facts/Statistics/Figures
 Visual Content
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14. MID-JOURNEY SOCIAL MEDIA MESSAGING
 Your Mid-Journey Messages should be focused on building Trust & Credibility
with your audience, while also beginning to inform them on your
product/service/solution. Do NOT be overly pitch-y. Keep it simple & helpful.
 Some examples:
 Sharing/Curating Relevant News
 “Ask For Help” Resources
 Infographics
 Success Stories
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15. LATE-STAGE SOCIAL MEDIA MESSAGING
 The Late Stage is where you can push those “how we can help” messages – but
don’t be overly self-promotional about it. Keep the message on-brand,
educational/informative & relevant!
 Some examples:
 Solicit Presentation Requests
 Promote Event Registrations
 Ask For Donations
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16. ASKING FOR DONATIONS
Social media channels are a great way to spread the
word about your cause to current supporters. As people
learn about your organization, you’ll be giving them the
tools (and fuel) to share your cause with their own
friends and family.
We’ve seen nonprofits and charities leverage the natural
exposure that social media creates by:
 Using social sharing buttons on your website,
emails, and content
 Asking your supporters to connect with your cause
and to share your message with others
 Distributing shareable content across all platforms
If online giving isn’t easy, people won’t donate to your
organization. Make it easy to give by presenting a clean,
organized donation page that is optimized for mobile.
28% of online donations in 2021 were made via a
mobile device according to the Charitable Giving Report.
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17. ASKING FOR
DONATIONS –
FACEBOOK
 Facebook Social Good is a dedicated section for
nonprofit donations:
https://socialgood.fb.com/charitable-giving/
 Charitable Giving Tools
 Donate Button
 Page Fundraisers
 Fundraiser Matching
 Live Video Donate
 Facebook Lookalike Audiences in the Facebook
advertising platform helps target people similar to the
audience already connected with your nonprofit.
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https://socialgood.fb.com/learning-support/make-engaging-content/
socialgood.fb.com

18. IMAGES VS. VIDEO
 Compared to standard text posts, images or videos can increase views, likes and comments.
 A strong image or an interesting video will make people stop and pay attention. As they’re
scrolling through their social media feeds, sharing something that breaks up the typical text post
can bring more eyes to your content.
 Images are easier to produce, and should supplement other content you’re sharing, such as blog
posts.
 Videos are a great way to deliver long messages where your audience may not want to stop and
read.
 Create a 15-30 second video that you can use on Facebook, Instagram, and LinkedIn News Feeds.
 For Stories, create 15-second micro-segment videos of your longer ones to utilize, here.
 Put your best foot forward in the first 10 seconds because no matter how interesting, useful,
entertaining, or informative your video is, viewers will begin to drop off after the 10-15 mark.
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19. KEYWORDS &
HASHTAGS
 Plan Your Content
 Plan what you want to say
 Find the exact wording
 Develop the post’s design
 Upload and publish your
message
 Pay Attention to Trending
Content (Hashtags)
 Twitter’s trends may be
helpful
 Staying on top of the social
trends will help your copy
feel relevant and memorable
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Source: https://buffer.com/library/words-and-phrases-that-convert-ultimate-list

20. SOCIAL MEDIA PLATFORMS
 LinkedIn​: a professional publishing and career platform which feature both public and
private news feeds/groups
 Facebook​: the largest overall social network, which feature both public and private news
feeds/groups
 Instagram​: a photo and video sharing platform where updates are publicly shared for the
most part, owned by Facebook
 Twitter​:​ a microblogging/news platform where updates are publicly shared in 280-
character posts
 Snapchat​: a photo and video sharing platform where updates vanish after a certain period
of time, featuring both public and private messaging
 TikTok​: a video sharing platform where short updates, typically accompanied by music, are
shared publicly
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21. LINKEDIN BEST PRACTICES
 Content Length: The LinkedIn post character limit before the “See More” button
is 140. Your message will be cut off at the 140-character mark. As a general rule
of thumb, we suggest 25 words or less.
 Images/Video: Video gets 5x more engagement on LinkedIn, Live Video gets 24x
more. Images typically result in a 2x higher comment rate. We've seen custom
image collages (3-4 images in one post) perform especially well for
organizations.
 Post Frequency: Companies that post at least once/week see a 2x lift in
engagement with their content. Consider posting updates to your services, job
openings, trends or news that involve your brand, and behind-the-scenes
content featuring employee life or other unique content.
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NOT ALL CHANNELS WORK FOR ALL AUDIENCES!
Older Adults
Younger Adults
Limited Audience
Source: https://www.businessinsider.com/social-platforms-are-most-popular-among-18-to-29-year-olds-2018-3

23. FACEBOOK BEST PRACTICES
 Content Length: On Facebook, several studies have found that statuses around
40 to 80 characters perform best. (The previous sentence was right around 80
characters, if that helps you imagine how much to write.)
 Images/Video: Although an image or video is not required, posts with images
and video often get more engagement because they are easier to see in the
news feed.
 Post Frequency: Once a day or less! Organic reach on Facebook is significantly
low these days, so this is probably the platform where you will pay for posts.
 NOTE: When sharing a link to an article, many times an image from the article
will be automatically pulled into your post. Remember, the type of content you
post matters. For example, posting a video or live video will have much more
impact than if you post a link to an article you’ve written.
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24. FACEBOOK
IMAGE ADS
VS. VIDEO ADS
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Source: https://databox.com/videos-vs-images-in-facebook-ads

25. INSTAGRAM BEST PRACTICES
 Content Length: People come to Instagram to look at the images/videos – not to
read long captions. Instagram captions should be 125 characters or less so that
your entire caption shows up in the Instagram feed. You can include up to 30
hashtags in a post (including hashtags in the comments). Adding relevant
hashtags provides opportunities to reach a wider audience who are searching
for those topics.
 Images/Video: An image or video is required.
 Post Frequency: Once a day seems to be the general consensus. Some studies
even suggest that your following can grow by up to 56% by posting every day!
 NOTE: Don’t forget about Instagram Reels and Stories to boost engagement.
Post as many or as few as you want, however, remember that Stories can be
muted and if you spam your audience, they’ll probably get sick of them!
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26. TWITTER BEST PRACTICES
 Content Length: On Twitter the maximum character length is 280 characters, but
studies have found that Tweets between 71 and 100 characters ae 17% more likely to
get retweeted or otherwise engaged with than other posts. Links will take up some
of your character count, and they get shortened after 23 characters.
 Images/Video: You can ad up to 4 photos, a GIF, or a video in your Tweet. An image,
gif, or video doesn’t take away from the character limit, so you're free to write great
captions for your visual media.
 Post Frequency: The average lifetime of a tweet is a short 18 minutes! It is therefore
essential that you post at least 10 or more tweets a day to ensure the highest reach
of your content. However, if you haven’t got anything interesting to say, don’t just
tweet for the sake of it.
 NOTE: Remember, not everything on Twitter has to be your own content. You can
post useful articles, videos and tips from industry influencers or publications.
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27. POST FREQUENCY VS. CONSISTENCY
As long as you maintain a consistent posting schedule, it’s WHAT you post, not how
often.
For example, National Geographic post around 5-7 times a day on Instagram. They
get on average more than 225k likes per posts at a 0.23% engagement rate.
Whereas Nike who post a few times a month, get an average of 315k likes per post
with a 0.38% engagement rate. Both profiles have found huge success despite
having very different strategies!
For Instagram in particular, it seems that how often you post on Instagram doesn’t
affect the visibility of your content. However, consistency does.
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Source: https://hootsuite.com/research?businessSize=enterprise&industry=staples
WHEN IS THE BEST TIME TO MARKET ON A SPECIFIC CHANNEL?*
*Good for a starting point, but you should test posting on different days and times
then use the social media platform analytics to see what works for your account.

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Source: https://hootsuite.com/research?businessSize=enterprise&industry=staples
CALCULATING PERSONALIZED SUGGESTIONS
Social Platform /
Goal
Extend reach Build awareness Increase engagement Drive traffic
LinkedIn Pages - Post impressions Post engagement rate Post clicks
Facebook Pages Fans online Post impressions Post engagement rate Post link clicks
Instagram Business Followers online Post impressions Post engagement rate -
Twitter Followers online Post impressions Post engagement rate Post link clicks

30. GOOGLE BUSINESS PROFILE IS SOCIAL, TOO!
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This is a
business
listing
gybo.com/business

31. GOOGLE BUSINESS PROFILE BEST PRACTICES
 Content Length: Google Business Profile posts are extremely small when viewed
in Google Maps or Search. Your audience can only see the first 100 words, so if
you want them to see the rest they need to click on the post.
Event titles can be 58 characters long and should quickly describe what you’re
advertising: whether it’s an event or an announcement, try to convey the core
message in 4-5 words.
 Images/Video: An image or video is required.
 NOTE: Remember that a Google Business Profile post will only be shown for
seven days, unless it’s an event post or offer, which will last until the event
occurs or the deal ends.
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32. FINDING CONTENT
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google.com/trends
 Google Trends is a free, web-based tool that
shows the relative popularity of different
keywords searched on Google, over time.
 If it has enough data, Trends can show related
news headlines, a forecast of search volume,
related popular searches, and “rising searches” -
searches experiencing significant growth.
 You can use it to compare the popularity of
different words and phrases, determine
seasonality of different searches, see where
searches happen, geographically, and see
related searches.

33. FINDING HASHTAGS
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all-hashtag.com
 All Hashtag is a free, web-based tool that allows you to generate, create, or
analyze hashtags for your social media content.

34. CREATING IMAGES
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pablo.buffer.com canva.com

35. GOALS & OBJECTIVES
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36. DAILY:10-MINUTE SOCIAL MEDIA CHECKLIST
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Review
Review all of your social
accounts for direct
mentions, questions and
messages.
Answer
Respond to the most
important messages first,
then the rest.
Plan
Confirm that you have all
of your posts for the day
planned and scheduled.
Search
Search for and respond
to non-direct mentions
of your brand.
Explore
Look for new or
interesting content you
can reshare later.

37. DAILY:30-MINUTE SOCIAL MEDIA CHECKLIST
 Review all of your social accounts for direct mentions, questions and messages.
 Respond to the most important messages first, then the rest.
 Confirm that you have all of your posts for the day planned and scheduled.
 Search for and respond to non-direct mentions of your brand.
 Look for new or interesting content you can reshare later.
 Monitor mentions of your brand on external blogs.
 Create and/or curate images to go with your posts.
 Look for new hashtags to experiment with.
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38. DAILY:60-MINUTE SOCIAL MEDIA CHECKLIST
 Review all of your social accounts for direct mentions, questions and messages.
 Respond to the most important messages first, then the rest.
 Confirm that you have all of your posts for the day planned and scheduled.
 Search for and respond to non-direct mentions of your brand.
 Look for new or interesting content you can reshare later.
 Monitor mentions of your brand on external blogs.
 Create and/or curate images to go with your posts.
 Find new hashtags to experiment with.
 Check in on your top five KPIs.
 Investigate the competition.
 Comment on relevant industry blog or social media posts.
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39. WEEKLY: SOCIAL MEDIA CHECKLIST
 Track ongoing campaign results.
 Synchronize with other teams’ goals.
 Engage with influencers.
 Hold a strategy meeting.
 Join relevant groups, chats, etc.
 Identify competitors top posts.
 Engage with partners.
 Update/modify social media ads.
 Schedule next weeks’ posts.
 Find content to share.
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40. MONTHLY: SOCIAL MEDIA CHECKLIST
 Perform social media audit - KPIs, leads, engagement, follower growth, response
time, website traffic.
 Analyze competitors’ performance and compare to your performance.
 Run tests – best channels, times to post.
 Set new goals for the upcoming month.
 Determine next months’ content balance – educational, company
announcement, SEO, fun.
 Identify upcoming trends, events, industry news.
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41. CRISIS
MANAGEMENT /
CRITICAL
RESPONSE PLAN
 Social listening
 Stay on top of what people are saying (especially
negative mentions)
 Who is responsible for monitoring
 When it should be brought to decision-maker’s
attention
 Pre-approved messaging for common issues
 Escalation plan
 When to escalate
 Who are the designated decision makers - who is
authorized to communicate on behalf of your
organization and how to contact them
 Step-by-step action plan – including timeframes for
responses
 Respond quickly and offer to take conversation to
a more private or offline channel if needed
 Possible scenarios and how to handle them
 Inappropriate social posts from an account
 Incident with a presenter/board member or
someone at an event
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43. THANK YOU!
ADDITIONAL QUESTIONS?
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Sharon Mostyn
smostyn@mostynmarketing.com