The document discusses using social media to engage audiences, drive awareness, increase reach, promote events, and connect with stakeholders more cheaply and quickly. It recommends developing a posting guide, researching best platform times and content, planning campaigns and events monthly on a shared calendar, batching weekly content creation while varying post timings, posting to Facebook every other day and Twitter daily, and posting on weekends when click through rates are higher. Guidelines include tagging partners and locations, adding hashtags, photos and videos, inviting shares, embedding social media on websites, joining conversations, and providing calls to action. Resources for apps, analytics, best practice blogs and example non-profit pages are also included.

1. Social Media Impact

2. Why social media?
 Engage and connect with your
audience
 Drive awareness
 Increase reach and sponsorship
 Promote events
 Follow key stakeholders
 Participate with community partners,
organizations, volunteers, supporters
and employees
 Get the word out cheaper and faster
 Better to tell your story
 Reaches to variety of platforms:
work, home, mobile, desktop and TV

5. Social media reach

6. Social media audience

7. TWH’s social media channels

8. I. Develop a social media posting guide
II. Research best times and content to post to each platform
III. Planning and Scheduling
I. Monthly
I. Content strategy planning session– Identify what’s coming up, schedule campaigns/events
II. Define Key messages – For campaigns & events
III. Use an editorial calendar – Can be a shared google doc or calendar app that everyone can add too
II. Weekly
I. Batch content creation – Maximize time. Minimize mental gear shifts
II. Using scheduling tools like Hootsuite – Tip: vary timing slightly, avoid looking like your posting by rote
III. Use analytics with your links – Insight and factual reporting, good.
IV. For Twitter, Schedule (or plan to add later) at least one post per day due to platform set up its necessary
III. Every Other Day
I. Post to Facebook – Best frequency, reply to good comments and if not vulgar don’t delete/hide bad ones
IV. Daily
I. Post to Twitter at least once a day – More is better and vary times slightly
II. Check feeds at least 2x per day – If only 2x, then mid-morning & late afternoon
V. Weekends
I. Post on the weekend – People are less busy, equally greater click through rates
Guidelines for Social Media

9. Helpful social media tips and tricks
Tag partners and locations
Add hashtags (when appropriate)
Add photos and videos
 Anyone can be a photographer, Apps can create compelling photo collages and videos
Invite followers to share pictures and like and follow you at events
Imbed social media feed on your website
Use who to follow/you may know/of interest suggestions to leverage partnerships
Join conversations, encourage them on your own page
Show love to your followers
Provide action your followers can take

10. Resources
oApps to consider:
o Hootsuite, Animoto, ClipStitch, Bitly, and many others (search will yield a variety of options)
oNon-profits for Facebook: https://nonprofits.fb.com/
oBlog for best times to post on social media: http://blog.hubspot.com/marketing/best-times-
post-pin-tweet-social-media-infographic
oBlogs for how non-profits can use social media: http://www.nptechforgood.com/
o http://bit.ly/1YCi54w
oFree social media analytics: http://pamdyer.us/1P6evhI
o Simply measured: http://simplymeasured.com/free-social-media-tools
o Check out other non-profit’s social media pages and see what they are doing