This document provides an overview of several major social media platforms - Facebook, Twitter, LinkedIn, and Instagram - and how they can be used for social media marketing. It describes the key features and user demographics of each platform, as well as tips and best practices for using them. The document emphasizes developing a social media strategy and giving one member responsibility for managing a club's planned social media presence and messaging.

1. Social Media 101

2. What is all the hype about?

3. Clic k a bo ve to wa tc h vid e o .

4. What are the key sites?

6. Who uses social media?

9. LEARN THE TECHNIQUES.

10. FACEBOOK
DO YOU THINK IN FRIEND GROUPS?

11. Pros & Cons
• Pros
• Wide [International] Reach
• Built-in Fan, Group and Event Pages
• “Foundation” Platform
• Cons
• Younger [majority] Demographic
• Tougher platform to navigate initially

12. What you can do:
• Pros
• Share & Comment Quickly
• Create a Fan Page
• Create Events
• Create a Group
• Judge success with built-in metrics

13. Tips, Tricks and Techniques
 ENGAGE – Don’t push!
 Focus on developing relationships.
 Be consistent & timely.
 Using Facebook (and all Social Media) takes time!
 Ask questions to e ng a g e your audience.
 Create a group to communicate with existing
members.
 Create a Fan Page to pull in new members.
 Create Events to publicize actual events.

14. TWITTER
DO YOU THINK IN 140-CHARACTERS?

15. Pros & Cons
• Pros
• Amazing way to ‘crowd-source’ information
• Quick, to-the-point updates
• Interface with other platforms
• Add followers in geographic area
• Younger [majority] Demographic with higher levels
of education, on average
• Cons
• Tougher platform to navigate initially
• Not as effective for a consistent link for details

16. What you can do:
 HashTag to crowd source information
 Short 140 character posts
 @ Tag other users and re-tweet
posts
 Follow other users to quickly gain
information
 Search map of nearby users to add
people in geographic vicinity

17. Tips, Tricks and Techniques
 Search using #s to quickly get up to date on a
topic.
 Connect with Facebook to reduce overhead
admin time from managing both platforms.
 Don’t be ‘fake.’
 Startconversations and follow others with
interesting and engaging content.
 Follow members close by your geographic area.
 Follow existing organizations (like Rotary
International) to learn about upcoming events
and programs.

18. LINKEDIN
DO YOU THINK IN RESUMES?

19. LinkedIn: The Professional Social
Network
• Designed for “professional”
connectivity
• Your Profile is in a Resume/CV
format
• This can be augmented with
“apps” that allow you to post
professional portfolios,
slideshows, and other
multimedia formats
• Instead of “Friends”, you build
“Connections”
• You build Connections through
direct invitations and “Groups”,
which allow you to connect with
fellow Group members
• Your connections can endorse
“Skills” that you self select via key
words, these are tracked in your
profile

20. LinkedIn Groups: The Gateway to the
Network
• Groups are the heart and soul of LinkedIn
• There are thousands of “Groups” which revolve around a specific topic, institution, or
industry
• Example: The Official Rotary International group has 45,000+ members
• The Project Manager Network has 405,000+ members
• These groups allow members to post jobs, discussion topics, use a members directory
to connect directly with members, take polls, and track updates
• Discussion topics can be “Liked” so that the most popular topics stay at the top of
the Group page
• The current top Discussion in the Official Rotary Group is: “Is it time to revist our
New Member sign up criteria? W have had to start declining membership to our
e
club, have you?
• Groups are often used by recruiters, job seekers, investors, and prospective
entrepreneurs who are seeking opportunities

21. LinkedIn: Pros and Cons
• Pros
• You can view “People who Viewed my Profile”, and link to their profile
• Due to the nature of LinkedIn, people are ready to “talk business” and are
typically more open to first time introductions to new Connections
• Groups allow for Discussions/topics to reach a targeted audience
• Events can be shared with a large number of people, even if they are not
direct connections; via Groups
• Job postings are readily available (in both Groups and in a stand alone
section) with strong search tools to filter by key words, categories, or
seniority
• The network is free to join and also offers more advanced features to paid
members
• Cons
• LinkedIn is a “freemium” service
• This membership is typically utilized by sales and marketing professionals to
reach their targets
• Many Groups end up have dozens of discussions where the original
poster gives a link to an “interesting” article, this can be useful but
becomes repetitive

22. LinkedIn: Using within Rotary
• Make your Club digitally visible
• Many people use key words to
search for local or topical Groups to
join, having your own group may
draw in prospects, especially if it is
an active and robust Group
• Rotary already has a strong presence on
LinkedIn
• The Official Rotary International
group has 45,000+ members
• This and other Rotary Groups can
be used to partner with new clubs
and send out marketing material for
upcoming initiatives
• Increase the value of Rotary
membership
• Allows a forum for posting job and
partnership opportunities
• Enables members to connect on
areas of shared interest and
passions

23. INSTAGRAM
DO YOU THINK IN IMAGES?

24. Pros & Cons
• Pros
• ‘Instantly’ upload images to web via
SmartPhone
• Sync with existing platforms [Facebook,
Twitter, etc.]
• Use #s to crowd-source visual information
• Large younger, more affluent demographic
• Cons
• Younger Demographic
• Lack of information share benefit [generate
Buzz vs. teach or engage audience]

25. What you can do:
 Take quick photos from your mobile
device.
 Apply neat effects to photos!
 Upload immediately and share out with
other platforms.
 Add #s to crowd-source details.
 Follow other Instagram Users to keep up
to date on events and happenings of
community.

26. Tips, Tricks and Techniques
 Take photos of outings to quickly update
members and guests.
 Tell a story with photos.

27. DEVELOP A STRATEGY.

28. Tips to Consider.
 Start Small.
 Do what makes sense for y o ur club.
 You have the skills as a networker. Only the
medium is changing.
 Realize successful social media takes time
to do right.
 Be intentional with your approach.

29. Steps to develop your game
plan.
 Assess your Goals.
 Who do you want to reach?
 What message(s) do you want to send?
 What do you want to result from your approach?
 Assess your available resources and time.
 How much time can you invest per week?
 Assess the available tools.
 Which platform makes the most sense for your
goals and time?

30. Steps to develop your game
plan.
 Give a member the opportunity to manage.
 Agree to your platforms.
 Agree to your messaging.
 Agree to your schedule for posting.
 Develop check-in points with the board.
 Based on your goals, are your efforts working?
 Why or why not?

31. Questions?

32. Facebook.com/ rotaractl
b
www.rotaractlb.org
KATIE GASTON
Katie.rose.gaston@gmail.co
m
916-743-4255
MICHAEL ANDERSON
manders623@gmail.com
310-804-6563