This document serves as an introductory guide to social media, covering platforms such as Facebook, Twitter, Instagram, and Pinterest. It provides content guidelines, best practices, and strategies for effectively engaging with audiences, promoting events, and building relationships. Additionally, it emphasizes the importance of timing, interaction, and understanding platform-specific nuances to optimize user engagement.

1. Social Media 101
prepared exclusively for:
By: Jeannine Kennedy, Editor

2. Social Media – What is it?
Anywhere people congregate online to
discuss content and socialize should be
considered social media.
•Social networks (Facebook, Twitter, etc.)
•Blogs
•Forums

3. Social Media Content Guidelines
• Information, tips & practical advice
• Link to newsletter and event registration
• Polls and surveys (prepare to share info)
• Blogs and websites of others you support
• Videos, photos and podcasts
• Links to relevant content that you find
• Thought provoking discussion to invite
dialogue

4. Social Media Content Guidelines
(continued)
• Stay positive
• Always respond, say “Thank You”, etc.
• Answer questions
• If commenters become negative, follow up
in a private message

5. Social Media Content Don’t’s
• Don’t pitch
• Don’t overly self-promote
• Do not offer incentives for reviews or
sharing
• Be careful with sharing controversial
opinion related content

6. Social Media – Where?
Where will we find users online? These are
known as social media channels.
Others: Tumblr, Vine, StumbleUpon
Different networks = different audiences

7. Social Media – When to share?
• Time of day really matters
• Most are active during leisure/down times
like breakfast, lunch, dinner, primetime,
late night and weekends
• Posting during these times increases
chances your content will be seen and
engaged with

8. Why use Social Media?
• Reach new followers
• Build a loyal following/relationship
building
• Help members stay connected
• Promote publications, events and staff
• Raise awareness, stimulate discussion
• Recruit and fundraise

9. Social Media-Ultimate Why’s
• Drive traffic to the website/increase the
website’s search engine optimization
• Encourage women to attend Church 4
Chicks Events/interact with us
• Encourage women to seek a personal
relationship with Jesus Christ

10. Channel #1: Facebook
• More than 1 billion monthly active users
• More than 61% of active users log on any
given day
• Half-life of a Facebook link is 3.2 hours
• On average, 16% of page/user posts get
seen by fans/friends

11. Facebook – Best Practices
• Select posts based on the likelihood to start
conversations, ask questions or give a “call to action”
• 1 – 2 posts per day is recommended, mixing in
status posts, photo & video posts, and link posts.
This is called “rich media” – use it whenever
possible!
• Be human, not “businessy”
• Keep status updates short & sweet
• Tag links with bit.ly
• Use the 80/20 Principle: 80% of content should be
about common interests of your fan base. 20% can
be directly related to your brand.

12. Facebook Algorithm Factors:
Algorithm: noun A set of steps that are
followed to solve a mathematical problem or
to complete a computer process.
•If you like every post by a page, it will show you more from
that page
•If everyone on Facebook that sees a post ignores it or
complains, you are less likely to see that post
•If you always like photos, there is a better chance you will
see a photo posted by a page
•Used to keep your newsfeed manageable, it hides content
that Facebook feels you may skip over
•Average Facebook pages rank low in algorithms, so 50-
70% of fans never see the content in their newsfeeds

13. Interesting Facebook Info:
• 96% of fans never revisit a fan page once they have
“liked” them, so when they see your info in their
newsfeed and do nothing (no likes, comments,
shares), the algorithms starts to filter on future
newsfeeds
• Content that attracts your fans’ attention is gold!
• 38% of mobile users look at photos on Facebook
• Post + Video = 100% more engagement
• Post + Photo = 120% more engagement
• Post + Photo Album = 180% more engagement

14. Facebook Insights:
• Total impressions count everything, what
matters is unique impressions, which only
counts an individual visitor once in a day.
• Unique impressions/Total Fans = X
Average Fan page reaches X% of their fan
base.

15. Facebook News Feed Optimization
(NFO)
• Write for the “like”
• Ask questions to encourage comments
• Post frequent updates (but not too
frequent)
• Interation is key – average facebook user
has 130 friends. If 100 people “like” your
post, there is potential for 13,000 views
• Focus on actions that impact NFO: likes,
comments and shares!

16. Channel #2: Twitter
Twitter is a microblogging service, social
network, real-time information network and
social search engine all rolled into one.
It is another channel in which people share
what is on their minds, in this case, by using
140 characters or less.
Think of Twitter as a giant party – you may
want to start conversations with some and
avoid others.

17. Channel #2: Twitter
• 288 million active users (source: Global Web Index – Feb. 2013)
• 88% of users follow at least one brand
• 40% of active users don’t tweet, they just read
other tweets
• 92.4% of the retweets happen within the first
hour
• Half-life of a Twitter link is 2.8 hours
• Tweets are on screens for about 45 seconds,
but if indexed, remain online forever

18. Anatomy of a good Tweet:
A site featuring YOUR mobile phone pics, My
Pixelated World: http://bit.ly/ajPU4z Check it
out! Created by #SFSU student @danielgamberg
•Shortened URL
•Call to action
•Hashtag
•@ mention
•Leave room for RT @YourUsername

19. Twitter Best Practices
• 3 – 5 tweets per day is a good number for non-profits,
unless a big event/announcement is released or
forthcoming
• If people reply, answer them
• Use hashtags sparingly, usually only when you need to
group tweets together, or want your tweets to be part
of a larger conversation.
• Tag other Twitter accounts in your tweets.
• Be clear in your intent – it is hard to convey emotion in
140 characters!
• Include photos or links when you can.
• Create compelling copy – think of witty tweets that will
capture attention.

20. How can Twitter help?
• Promote events
• Share news coverage
• Build relationships by retweeting and
promoting others
• Share links to interesting info & ask
feedback
• Tweet a survey or poll
• Send a DM to make a connection

21. Twitter Hashtags:
Hashtags are a way to create groupings on
Twitter.
Frequently used for conferences, major news
topics, people, places, things.
Use sparingly!
Examples:
•#awaken2014
•#Church4Chicks

22. Overuse of Hashtags
Hilarious SNL skit by Jimmy Fallon & Justin
Timberlake on hashtags!!

23. Twitter Lingo:
• RT: Retweet (sharing another’s tweet)
• DM: Direct Message
• FF: Follow Friday, recommend others
follow someone
• MM: Music Monday, recommend music to
your followers
• TBT: Throw back Thursday, share a photo
from your past with followers

24. Twitter Apps:
You can access Twitter via desktop or mobile
phone apps.
Two apps I recommend are:
•Hootsuite
•Tweetdeck

25. LUNCH BREAK!!

26. Channel #3: Instagram
• 100 million active users
• 40 million images uploaded every day
• Can help your organization by:
– Engagement
– Customer service
– Promotion

27. Instagram Best Practices:
• Tell your story visually by using beautiful
imagery or humor
• Watch your frequency
• Same username as your Twitter handle
• Use hashtags when applicable

28. Channel #4: Pinterest
Pinterest is like a virtual bulletin or cork
board that allows users to find and curate
images and videos.
Unlike other photo sharing sites, the
emphasis here is on the discovery and
curation of other people’s content, not just
storing your own.

29. Pinterest Benefits:
• Currently drives more traffic to web sites
that Google+, Youtube, and LinkedIn
combined.
• Try using as an individual first, then work
on business account so you know your way
around.

30. C4C Social Media Team
• Need a Channel Plan
– Add channel icons to newsletter & website/blog
– Each socal channel has a best use case
– Decide what will go where and when
• Each One Teach One – who will you help?

31. Social Media Housekeeping
• Use settings in Instagram to feed your posts to
Facebook & Twitter
• Use settings in Pinterest to feed your posts to
Facebook
• Monitor your name, your brand using Google
Alerts
• Sourcing content: always give a link to photogs
and outside sources
• Going overboard on Social Media? Put measures
in place to protect you from yourself – I use an
app called StayFocused to limit my daily usage

32. Church 4 Chicks Accounts:
• Facebook – Church 4 Chicks
• Twitter - @Church4Chicks
• Instagram – ??
• Pinterest – Church4Chicks

33. Jeannine’s Accounts:
• Facebook: Jeannine Nix Kennedy
• Twitter: @StylishPlanner
• Pinterest: StylishPlanner
• Instagram: Stylish Planner

34. Jeannine’s Follow
Recommendations:
• Middle Places (Facebook & Blog)
• Jen Hatmaker (Facebook, Blog, Instagram)
• Ann Voskamp (Facebook, Blog, Instagram,
Pinterest)
• Shelley Giglio (Instagram)
• Christy Nockels (Instagram)
• Courtney Pray (Facebook & Instagram)
• Rebecca Lyons (Instagram)
• Jenni Allen (Instagram)
• If: Gathering (Facebook, Instagram, Blog)

35. Question & Answer Time
We’ll take 10 – 15 minutes of Q & A, if we
don’t get to your question, please write it
down and submit to Jeannine to answer you
at a later date.
•Does anyone need help setting up an
account or changing your settings?