This document provides guidance on using social media for the Ohio Education Association (OEA). It discusses priorities and strategies for using platforms like Facebook, Twitter, YouTube, and blogs to increase awareness of OEA initiatives, build its reputation, and engage members. Key recommendations include posting rich content like photos and videos on Facebook, using hashtags and asking for retweets on Twitter, hosting videos on YouTube, and telling stories on blogs. Metrics for success on each channel are also outlined.

1. Dinica Quesada, OEA Communications Specialist, quesadad@ohea.org

3. Public Relations
 Increase awareness of specific OEA initiatives
 Build / Reinforce OEA’s reputation as proactively working to
improve schools and advocating for the right of every child to a
high quality public education
 Build / Reinforce public perception of OEA as the preeminent
source on education issues
 Enhance perception of the value of membership
Mobilization & Organizing
 Gain volunteers and activists — move members along a continuum
from a lack of awareness and care to higher and higher levels of
awareness, understanding, and agreement, ultimately leading to
activism and advocacy

4. TWITTER
 Connect with like-minded organizations
 Connect with the media
 Provide real-time updates
BLOGS
 Publicize your expertise
 Advance your issues or educate people
 Tell stories about your day-to-day work
 Promote your website

5. FACEBOOK
 Increase feedback and discussion
 Drive traffic to your website and blog
 Spread information
 Attract event attendees
 Get people to take action
 Attract donations
 Build a community – increase members’
connection to your association

6. YOUTUBE
 Host videos
 Create content for website and Facebook
 Follow others
PINTEREST
 Drive traffic to your website and blog
 Become the go-to-source for information
 Interact with members - create community
 Crowd-source for content

7. 2nd
most visited
site in the
country behind
Google
8th
3rd
44th
OEA SOCIAL MEDIA PRIORITIES
17th

8. http://www.facebook.com/OhioEducationAssociation

9.  Likes or Fans – Total likes is simply the number of people who have
liked your Facebook Page.
 Friends of Fans – Friends of fans is the total number of friends that
all of your Facebook fans have, taking mutual friends into account.
 Reach – The total number of people who have seen content
associated with your Page.
 Virality – The percent of people who saw a post from your Page
through a friend’s sharing it.
 People Talking About This – The number of unique users who have
created a story about you or some of your content.
 Engaged Users – The number of people who have clicked anywhere on
your post.
 Post – The type of post (text, photo, video, link, platform post,
Questions).

10. From Education Minnesota,
Adapted from U.S. Air Force

11. To increase your reach you have to play into Facebook’s newsfeed
algorithm, and you can do that two ways:
1. Post rich content like photos, videos, and links. Facebook gives
these higher value for newsfeeds.
2. Get people to engage with your content. The more often people
interact with your page, the more often Facebook will show
your content to them, thus increasing your reach. Your viral
reach will also increase because with every like, comment, or
share, meaning your page’s content shows up in more people’s
feeds.

12.  Post tons of images. They get the most likes and shares. Photos
also get a lot of comments.
 Make posts very short.
 Posts with self-referential words, like ―I‖ and ―we‖ tend to get
more likes.
 Don’t be neutral. Positive and negative or provocative posts
get more engagement.
 Posts published on Saturdays and Sundays get more likes than
those posted during the week.

13.  Content posted later in the day get more likes and shares —
likes peak around 8PM EST, while shares peak around 6PM EST.
 Deliberate pacing gets more attention.
 Do a ―Like‖ campaign.
 Invest in Facebook ads.
 Create memes — you can do it quickly on memegenerator.com
 Publish infographics — your own, or others
 Make a graphic out of information instead of just typing it in
the status update — simply overlay the info in big, bold text
over a relevant image

14.  Publicize events and programs
 Publish a chart or graph with data your fans and followers
would care about
 Find cartoons about education — people love a laugh
 Take behind-the-scenes pictures of your members and events
 Share videos
 Share tools & tips

15. www.twitter.com/OhioEA

16.  Include a link! Tweets with links are more than twice as likely
to be retweeted.
 Ask for retweets.
 Place links about 25% of the way through the tweet.
 Spread your tweets out throughout the day.
 Tweets with more verbs, fewer nouns, are more heavily
retweeted and have a higher CTR.
 Tweets posted on the weekend have higher CTR than those
posted during the rest of the week.
 Tweets later in the day. Tweets posted in the afternoon and
evening have higher CTR than tweets posted in the morning.

17. www.youtube.com/OhioEdAssoc

18. www.blog.ohea.org

19. www.flickr.oea

20.  How to Get More Likes, Comments and Shares on Facebook:
http://danzarrella.com/infographic-how-to-get-more-likes-
comments-and-shares-on-facebook.html#
 Facebook for Nonprofits: Your Questions Answered:
http://blogs.constantcontact.com/product-blogs/social-media-
marketing/facebook-nonprofits-podcast/
 Your burning questions (& our answers) on Facebook metrics
and strategy!:
http://labs.mrss.com/your-burning-questions-our-answers-on-
facebook-metrics-and-strategy/
 How to Get More Clicks on Twitter:
http://danzarrella.com/infographic-how-to-get-more-clicks-on-
twitter.html