Social Media Demystified
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Twitter, Facebook, Yelp, Instagram, Pinterest… the list of social media platforms goes on and on. Everywhere you are bombarded with messages that your non-profit needs to be using them to attract more awareness, donors and volunteers. But you are not even sure where to start. This course will explain social media and the impact it has on your organization, will show you how to evaluate each social media platform’s potential and you will develop a strategy for using them that is effective and fits into your budget and your workflow.
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Social Media Demystified
- 1. Social Media Demystified Gloria Bell Bell Digital Strategies
- 2. Elements of a Social Media Plan Objectives -What are you trying to achieve? Demographics -Who are you trying to reach? Strategy - What approach are you going to use? Tactics - Specifics on how you will achieve the objectives? Measurement - How & What? Management - How to implement & maintain?
- 3. How do you get started? Determine Your Objectives Create a strategy Determine the best tactics – Social media may be one of them
- 4. Why Social? Why are you considering social? What are you trying to achieve? Volunteers Donors Outreach to potential clients Awareness / supporters Education Calls to action
- 5. Percentage of Internet Users Facebook 71% Twitter 23% Instagram 26% Pinterest 28% LinkedIn 28% http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/ 176%
- 8. What is your current marketing strategy? How does social media fit in? What social elements can be added to enhance current efforts? How can it amplify existing messaging?
- 9. How can social media help meet objectives? How will you measure results? How will you manage your social media?
- 10. Before you get started Realistic assessment Time People Content Determine your voice What is acceptable content?
- 11. What platforms should you use? Who is your audience? How will you get their attention? What types of content? Where will you get it? What is your message?
- 12. Which one?
- 13. Things to consider Where is your audience? What gets their attention? What kind of content can you create on a regular basis? – text, audio, video, photos What types of calls to action will you need?
- 14. What is important to the audience you are trying to reach? Can you fill a need? How can you add value?
- 17. Pros & Cons Pros Cons Facebook Large user base Poor organic reach Twitter Cross between broadcast medium and communication platform Requires time to build a following YouTube Audience skews younger Time & effort to collect or produce videos Instagram Fastest growing visual platform Requires regular posting to gain traction Pinterest “Addictive” visual inspiration Time & effort to pin Google+ Google product integration Adoption has been slow
- 18. Keys Compelling stories told as visually as possible All efforts should direct back to a location you own – donation site, sign- up site or your website Most, not all, of your content should include relevant calls to action
- 19. Always Be collecting content Be relevant to your audience Be posting – Consistency Be listening / monitoring / measuring Be asking Build your audience with lots of little asks before making big ones Be cross-posting Be promoting your social media efforts off-line
- 20. Content sources Articles, etc… you are already reading Your own archives Your staff, volunteers, supporters & clients Your community or partners Events Industry news
- 21. Measurement What are you measuring? Why are you measuring it? What objective does it directly relate to? What will be your measurement process? Where will you obtain the data? What defines success?
- 22. Things to track / measure Activities – what did you do & when? Social data – follower counts, impressions, etc... Web data – analytics, visitor counts, click- thrus Transactions – donations, volunteers Other metrics relevant to your efforts
- 23. Monitoring / Listening Have a clear list of what you are listening for Brand mentions Staff / executive mentions Industry news / mentions Competitor mentions / news Relevant topic/subject matter keywords Potential sources of content Schedules What is your action plan based on what you hear?
- 24. Budget Friendly Tools for monitoring, measurement & management Hootsuite Mention Buffer Sprout Social Google Analytics Twitter / Facebook / YouTube / Pinterest analytics
- 25. Management Who is going to manage your social media? Search for existing communities on the platform(s) you choose Consistency & timing Content 80/20 rule – 80% not about you / 20% promotion or 80% images / 20% text Encourage internal involvement
- 26. Best Practices
- 27. How to build a following “Good” content Quality over quantity Seek out people you can help Engage Chats Targeted campaigns Ask / Encourage sharing
- 28. Be Human / Have a personality Build relationships Be search engine friendly Always be encouraging engagement/conversation Use calls to action but go overboard Let the data drive your efforts – Be ready to shift Always make sharing easy Content in Context
- 29. Don’t blog about your products or service, blog about how your product or service fits into your customers’ lives. – Mack Collier
- 30. Gloria Bell Bell Digital Strategies belldigitalstrategies@gmail.com http://gloriakbell.com/ @gloriabell
Editor's Notes
- These answers will help determine what platform makes the most sense for your needs