DIGITAL COMMS HOW-TO GUIDE
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This document provides a social media how-to guide for members and locals. It discusses setting up accounts on major platforms like Facebook, Twitter, Instagram and Pinterest. It provides tips on creating engaging content like photos, videos, memes and infographics. The guide also discusses developing a communications strategy and smart goals, as well as measuring engagement through analytics. Key recommendations include scheduling posts, monitoring comments, and reviewing and revising strategies based on data.
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DIGITAL COMMS HOW-TO GUIDE
- 1. DIGITAL COMMUNICATIONS A SOCIAL MEDIA HOW-TO GUIDE FOR MEMBERS & LOCALS DINICA WILLIAMS dinica.williams@ohea.org www.pinterest.com/dinicaw/digital-communications-for-nonprofits www.slideshare.net/dinica
- 2. Learning objectives Dos & Don’ts Strategy Comms audit SMART goals Which networks? Content calendar Engaging content Analytics
- 3. DOs and DON’Ts OF SOCIAL MEDIA NEEDS FOR EDUCATORS
- 5. Facebook privacy basics: • https://www.facebook.com/about/basics Twitter support: • https://support.twitter.com YouTube account settings: • http://bit.ly/youtube-privacy Pinterest account settings: • http://bit.ly/pinterest-privacy Instagram help: • https://help.instagram.com Know your settings!
- 7. Know privacy limits On home computer and private
- 9. Educators shall behave as professionals realizing that their actions reflect directly on the status and substance of the education profession. http://bit.ly/ohio-code Know code!
- 10. • Race or ethnicity • Socioeconomic status • Gender • National origin • Sexual orientation • Political or religious affiliation • Physical characteristics • Age • Disability Code highlights
- 11. Racist rants
- 17. Teacher free speech rights are fairly limited: Matters of PUBLIC CONCERN, i.e. broader social/political issues of the day EXCEPT when their speech disrupts the school’s learning environment. Know the 1st Amendment!
- 18. Matters of public concern
- 23. Matters of personal concern, e.g. • Social activities • Personal gripes • Partying Dismissed 1st Amendment limits What else?
- 26. Suspended Do you feel lucky?
- 30. Don’t assume Facebook friends of your friends are safe. One Facebook spam victim lamented, “I just befriended her ‘cause the other guys we know did.” With access to personal information, they can use that information to try to hack your personal accounts online, like your bank account. Don’t friend strangers!
- 32. Monitor comments that are posted to your page and your friends’ photographs • Delete inappropriate language or content • Remove the tags from inappropriate photographs & try to get photos removed Know your internet self!
- 34. Don’t friend people you only know professionally Create a separate professional account or use a separate social network Maintain appropriate boundaries Always use professional language Only connect with students transparently & with everyone’s permission Keep them separated!
- 35. Make sure everything you do online is in keeping with your school’s policies and state and federal laws and regulations Do not access your personal email on a school computer Do not use your school’s Wi-Fi with your mobile or laptop Don’t use technology to host or post inappropriate material Do not use social media at school Know your policy
- 37. Contact your LRC
- 39. What social media does Makes it easy for people to find your message Provides a forum for interaction Helps spread your message
- 40. What social media doesn’t do Doesn’t create supporters all by itself Doesn’t replace organizing Doesn’t replace face-to-face communication Doesn't replace print or other forms of communication
- 41. Communications audit An audit of your existing communications will reveal its current strengths and weaknesses, and identify issues that your communications strategy will need to address.
- 42. Communications audit • Newsletter • Emails • Flyers • Newspaper ads • Press Releases List your all your methods of communications • Surveys • One-on-ones • Focus groups • Look at what other locals are doing • Research strengths and weakness of each platform Gather intelligence 1 2
- 43. Audit example
- 44. SMART GOALS 1. Specific 2. Measureable 3. Attainable 4. Relevant 5. Time-bound Focus on engagement
- 45. SMART Example 1. Specific: share videos 2. Measureable & Attainable: post 2 videos/week and increase website traffic by 20% 3. Relevant: focus on current issues 4. Time-bound: complete campaign in 6 months Example: We will use LinkedIn to showcase company culture and recruit new talent
- 46. Activity: (15 minutes) - identify your local’s problem or problems; identify the people you need to hear from to solve it
- 50. Pinterest niche
- 51. Which social media to use??? FACEBOOK: This one really is a must- have for everyone; your Facebook Page should be like a second website. TWITTER: Information is key; good for users who are sharing a lot of articles, facts, or real-time sharing. INSTAGRAM: Good for reaching younger audience and have something visually appealing to share PINTEREST: Good for reaching women 35+ if you can take advantage of the DIY niche. Good if you have a robust website.
- 52. You have evidence that a large segment of your members don’t use Facebook. You are trying to reach a specific demographic. You want to convey strictly objective information. You have lots of online materials you want to promote. You have a volunteer who specializes in another social media channel. No Facebook for you
- 53. Calendaring • Planning future campaigns, to help us plan for content creation Campaigns • Planning future content needsContent
- 55. Content planning
- 56. Activity: (10 minutes) - list the Events, Milestones, Calls to Action, and major story lines for your local.
- 57. SOCIAL MEDIA ENGAGING MEMBERS WITH
- 58. Create accounts Choose which networks will best achieve your social media goals Fill out your profile completely Cross- Promote Optimize images and text
- 59. Brand you social media •1000x1000px •Round: Instagram, Pinterest, YouTube •Square: Facebook, Twitter Profile picture: •Facebook: 828x315px •Twitter: 1500x500px •YouTube: 2560x1440px; it’s complicated Cover photo: •link colorTwitter theme: •1200x630px Facebook link image: •Facebook: 1200x1200px •Twitter: 2x1 ratio, at least 440x220Post image:
- 60. Free image-making platforms • Correctly sized social media graphics, posters, presentations, flyers, postcards, etc.Canva • infographics, posters, presentations, reportsPikochart • memes ImgFlip, Memecrunch • photo editing Aviary, PicsArt
- 61. Complete your profile! Page Suggestions are the primary source of new fans. Profile home page
- 62. Newsfeed & engagement Your post is 40% – 150% more likely to been seen in their newsfeed than on your page
- 63. Research Look at how members phrase their messages Learn their habits Mimic styles that align with you Follow education organizations and leaders
- 64. Post images Photos can get up to 4X more engagement on Facebook than links
- 65. SUBJECT MATTER
- 66. Photos of members, events, flyers, buttons, signs, etc. Photos
- 67. Add text to a photo/memes Memes
- 69. Infographics, charts, statistics Information visualization
- 70. Share high-performing content posted by other organizations. 856 likes 765 shares 419 likes 470 shares Curate content
- 71. Keep it short and sweet KISS
- 72. Ask questions
- 73. 75% of the engagement on a post happens in first 5 hours Post at night and once on the weekend. But check your data! Timing
- 74. Become an expert news source for your community • Follow important sources and retweet. The more often you follow, the more often your avatar is visible on Twitter. • You can organize the chaos by using lists. Twitter specific
- 75. • Include a link • Using more than two hashtags in a tweet actually decreases the retweet rate (unlike Instagram). Twitter specific
- 76. REVIEW & REVISE MONITOR ENGAGEMENT
- 80. Scheduling platforms • Facebook • HootSuite – 3 social accounts free • TweetDeck – Twitter only
- 81. Do NOT • delete all negative comments. This will bring into question your integrity to not only the complainer, but all your followers. DO • block users who abuse the site, and remove offensive comments, ones that are too far off-topic, or just trying to use your site to sell a product or service. Handling negative comments
- 82. From Education Minnesota, Adapted from U.S. Air Force Protocol for comments