The document outlines effective social media strategies for organizations, covering best practices for platforms like Facebook, Twitter, LinkedIn, Google+, and Pinterest. It emphasizes the integration of social media with SEO, the buying cycle, content types, and engagement tactics to drive awareness and action. Key takeaways include the importance of consistent, valuable content and leveraging current events to enhance engagement and visibility.

1. Social Media 101
Brittany Potter
#goNPO

2. Good Morning!

3. Agenda: Please ask QUESTIONS as we go!
#goNPO @FathomOnline
Introduction
– How Social benefits your organization:
Search +Social
Best Practices by Channel – The Big 5
– Facebook
– Twitter
– LinkedIn
– Google+
– Pinterest
Takeaway Tactics

4. Search & Social: SEO Ranking Factors
• Social signals are likely to become ranking
factors, if they aren’t already
• Social helps scale quality link building, which
supports SEO rankings
• Social is integral in content-based online
marketing
• Authorship tied to social is an authority signal
• Comments on blog posts trigger the freshness
update and helps posts rank higher
Source: http://www.seomoz.org/article/search-ranking-factors

5. How Social Media Works with the Buying Cycle
• Attention (Attract)
Acquire the attention of
prospects
• Interest (Engage)
Generate interest in
your products & services
• Desire (Engage)
Drive demand for
your products & services
• Action (Capture)
Trigger action from prospects
Talk
Attention
Interest
Desire
Action
(buy)
Use
Opinion
Zone of
Influence

6. Social Posts
• Keep in mind themes and
upcoming events/holidays
• Consider your goals when
choosing what to post
– Traffic to their site?
– Conversions?
– Content promotion?
– Engagement (fanbase
building)?
Content Type
Links to Client Site
Links to Other
No Links/ Engagement
Engagement-
Focused
20 %
Your Site
20%
Links to Other
Valuable Content
60%

7. What should I link to?
Links to Your Site (20%)
• Valuable pages that answer questions
• New pages
• Charts/Graphs
• Guide/Whitepaper
• Blog posts
• Cross-link to other social profiles
• YouTube videos
• Press releases
• Awards
• Differentiators
• Testimonials
Links to Off-Site Content (60%)
 Industry News
 Thought Leader blog posts
 Facts of the Day
 Checklists
 Guides/Whitepapers
 Mentions of client product/service
 Reviews, Awards, Partnerships
 Business Partner news
Engagement-Focused (20%)
 Ask questions
 Polls
 Share quotes
 Funny pictures/Relevant memes
 Contests
 Don’t be afraid to go off-topic if it’s something your
audience cares about!

8. Finding Social Content
• Set up Google Alerts to come straight to your
email for branded results as well as industry
news for your organization
• Consider Visual Content
– Use images that reflect your mission
– BrainyQuote.com
– Create your own memes
– Edit existing photos (add filters or text etc..)
• Picmonkey
• Befunky
• Search Reddit or Pinterest for trending content
• Check local or national news sites
• Follow industry influencers on Twitter
• Monitor questions on Yahoo Answers or Quora

9. Facebook Best Practices
• You’ll need to be an admin
• Post a high-res image with most posts
– Include the link in the image description – this
is also where you write your post
– Use a link shortener like bitly.com
– Pay attention to how the image looks on your
timeline – reposition if needed
• When posting a link you can edit the Title
and Description – just click that area to edit
before you post
– You can include keywords here
– Design your text to tease so people will click
through

10. Twitter Best Practices
• You’ll need the login for this account
• The majority of time on Twitter should be
spent engaging, not posting links
• Find and follow influencers
– Add them to private lists to help you better
monitor
– Use tools to help like Followerwonk or
Twitonomy
• Share and Retweet as much as possible
• Use trending #hashtags when appropriate
• Be prepared to live-tweet when
appropriate
• Use a link shortener like bitly or shorten link
via HootSuite (ow.ly)

11. LinkedIn Best Practices
• You must be added as an
admin on the company page
• In most cases you will just be
posting to the Company news
feed
• You can, now, post images
along with your posts to this
channel
• Expert development via
LinkedIn Groups

12. Google+ Best Practices
• You’ll need the login and password
or you’ll need to be a manager
• You can create image-based posts
just like on Facebook or you can
just post links
• Comment, +1 and share other
industry influencers’ posts (it will be
more noticeable on this channel)
• You may be able to find journalists
or bloggers in your industry to
interact with
• Many times you can duplicate your
Facebook posting strategy here

13. Pinterest Best Practices
• Create some boards that target personas
• Optimize board descriptions and pins whenever
possible, but make it look natural
• Look for influencers to follow or popular boards to
follow
• Repin other popular pins
– Use Repinly to look for what’s trending
– Or search for key terms
• Comment on other pins
• Schedule your posts with Pingraphy
– Mornings and evenings are good times to post
– Saturday morning and Sunday night are also good
• Double check the links/sources of images you are
repinning to make sure they are quality
• Verify it!

14. NPO in Action - UNICEF
Likes and Follows Don’t Mean A
Thing Without Action:
Spreading awareness by poking
fun at social media campaigns.

15. Content Tactics
1. Host a webinar or a series of
informational videos
2. Design an infographic: go the extra
mile and collect your own data
3. Write a white paper
4. Inspire user-generated content & let
others create the content for you!

16. Content Tactics
5. Start blogging
• Establish yourself and your company as experts
• Create a place on your site for more engaging content
• Build the authority of your website
• Capitalize on long-tail search terms

17. Social Tactics
5. Use images whenever possible to grab your audience
and build engagement
4. Use social media to build relationships with industry
influencers
3. Host a contest – this is a great tactic for Facebook and
Pinterest
2. Offer coupons or special offers to your social audiences
– they’ll appreciate it and often times they’ll share your
offer, which means more visibility for your company

18. Social Tactics
1. Capitalize on current events and trends
• Holidays & Events
– Memorial Day
– Super Bowl
– Etc…
• Trending or breaking news
• Memes
• Plan content themes
– Example: May – Stroke Awareness
• Create an Editorial Calendar
• Be creative!