Social Media in the Age of COVID-19
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World Resources Institute 2020 Communications Curriculum session. In a time of distrust of institutions, YOUR social media presence provides a means to connect with people who seek your expertise and trust your brand. However, first, you need to get (and keep) your audience's attention. Whether you are a passionate advocate for WRI's work, an expert spokesperson for our issues, or a highly competent communicator, this session will highlight current trends, research, and first-hand experience to help you more effectively engage on social media.
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Social Media in the Age of COVID-19
- 1. LAURA LEE DOOLEY SOCIAL MEDIA IN THE AGE OF COVID-19 Communications Curriculum 2020
- 5. LAURA LEE DOOLEY SOCIAL MEDIA IN THE AGE OF COVID-19 Communications Curriculum 2020
- 6. Social media is all about relationships, trust and interaction.
- 7. Photo Source: Joy Ito / Flickr
- 8. WRI’S VALUES, BRAND & TRUST Lisa Ross, DEO Edelman DC, 2018 Clean, neutral, even, not compromised, not partisan
- 9. 20 YEARS OF EDELMAN TRUST BAROMETER Source: Edelman Trust Barometer 2019
- 11. 1. Trust Inequity 42 54 51 57 40 29 32 30 Serves the interests of only the few Serves the interests of everyone equally and fairly Government 5 MEGATRENDS edelman.com/20yearsoftrust NGOs Business Media Institutions seen as unfair Percent who cite each as a reason they trust or distrust each institution
- 12. ■ ■ ■ ■ ■ ■ ■ 2. Government Trails Business in Trust 5 MEGATRENDS edelman.com/20yearsoftrust
- 13. 3. The Assault on Truth 5 MEGATRENDS edelman.com/20yearsoftrust
- 14. 4. Networks of Trust 5 MEGATRENDS edelman.com/20yearsoftrust
- 15. 5. The Rise of Fears 5 MEGATRENDS edelman.com/20yearsoftrust
- 16. “SPANISH FLU” INFLUENZA PANDEMIC OF 1918 Photo source: National Museum of Health and Medicine
- 17. Coronavirus COVID-19 (2019-nCoV) - https://bit.ly/3dxqVhJ DIGITAL TRANSFORMATION: SOCIALNOMICS 2019
- 19. USE OF SM DURING COVID-19 PANDEMIC • • • • • • • jamanetwork.com/journals/jama/fullarticle/2763596
- 20. Photo by Anna Shvets from Pexels
- 22. WRI SM GUIDELINES DURING COVID-19 • Review scheduled content • Respect platform algorithms • Review ads • Regularly monitor your channels
- 23. WHAT CAN STAFF DO DURING COVID-19? • Update your social profiles • Build our online community • Listen • Respond • Build “Brand You”
- 24. TRUST AND BRAND YOU Experts in the field
- 25. BUILDING AND SUSTAINING TRUST Based on Creating Brand Insistence by the Blake Project, 2007
- 26. In a time of stagnant distrust of institutions, your social media presence provides a means to connect with the people who seek your expertise and trust your brand.
- 27. The best way to market yourself is to build your brand. “Your brand is what people say about you when you are not in the room.” JEFF BEZOS, Amazon.com brandyou.info
- 28. A personal mission statement describes what you do NOW, provides clarity and gives you a sense of purpose. It defines who you are and how you will live. You cannot change your destination overnight, but you can change your direction overnight. JIM ROHN, American entrepreneur, author and motivational speaker nightingale.com/personal-mission-statement/
- 29. WRI Values: • Independence • Innovation • Integrity • Respect • Urgency wri.org/about/values
- 30. Your personal vision statement outlines what you do in the FUTURE, guides your life and provides the direction necessary to chart your course and the choices you make about your career. What would you like to do? What does the world need? What difference are you going to make? What would you do if you knew you couldn't fail? thebalancecareers.com/create-your-personal-vision-statement-1919208
- 31. Your personal image is the most important “YOU” asset that you own. It is the perception that people have about you and affects your success in every aspect of life. What is the main thing I am offering? What is something unique I have to offer that others don’t? What are my strengths? Do I have a distinct style? canva.com/learn/personal-branding
- 32. BUILD YOUR BRAND ON SOCIAL • Update accounts • Identify expertise • Listen • Connect • Use apps • Create • Curate • Keep it positive • Be consistent • Study influencers In the Age of COVID-19, be more personable
- 33. SM FOODIE TIPS DURING COVID-19 • • • • • •
- 34. NEW POWER WORLD LEVERAGES SOCIAL MEDIA Source: Edelman Trust Barometer 2018
- 36. WELCOME TO THE “NEW POWER” WORLD New Power: How Power Works in Our Hyperconnected World—and How to Make It Work for You
- 37. HOW TO CREATE A MOVEMENT 1. Define change you want to make in the world 2. Win peoples' hearts 3. Build a community of people. 4. Tell them what to do - what action do you want them to take? 5. Maintain their interest. scottgoodsonsuprising.com
- 38. HARNESS THE 3 STORMS 1. STORM CREATING Create a moment around which to galvanize people. 2. STORM CHASING Taking advantage of the moment and using it to push the crowd in your direction 3. STORM EMBRACING When the storm comes to you thisisnewpower.com/2018/04/18/how-to-build-a-movement
- 39. NUTS AND BOLTS
- 42. LISTENING POSTS FREE • Social Media • Google Alerts & Feedly • Google Trends • Hashtagify.me PAID OPTIONS • Hootsuite Enterprise • Brandwatch • Cision (Mansie Hough)
- 44. AUDIENCE STRATEGY • Identify the correct audience – Followers/Fans ≠ Target audience? – Audience embraces/makes change – Audience that can break through the noise • Understand what they need, what inspires • Understand where to find them • Build a relationship • Advocates connecting via events / email / expertise
- 45. CONNECTING • People you know • People you trust • People who have something to say you want to hear • People you want to influence
- 46. BUILD A COMMUNITY OF PEOPLE/ORGS thisisnewpower.com/2018/04/06/new-power-compass | quiz.thisisnewpower.com ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
- 47. 1. Listen & Organize 2. Identify & Analyze Audience 3. CREATE & CURATE CONTENT 4. Share 5. Engage 6. Measure
- 48. MADE TO STICK → MADE TO SPREAD thisisnewpower.com/2018/04/05/ace ACTIONABLE CONNECTED EXTENSIBLE
- 49. SHARED SOCIAL CONTENT – “STEER-C” • Short • Timely • Emotional / Entertaining • Educational • Relevant • Call to Action
- 50. VIDEO STORYTELLING The Great Big Story stress test: • SURPRISING – it is unexpected? • CURIOUS – do you want to learn more? • EVOCATIVE – Do you feel a certain way? • BUZZ – Will you encourage others to watch? www.greatbigstory.com
- 51. PAID (WORK WITH ROCIO LOWER!) • FACEBOOK ADS – best engagement • TWITTER ADS – lots of likes, not so many clicks • LINKEDIN – expensive • INSTAGRAM – potential opportunity • GOOGLE ADWORDS – non-profit account • WRI Main Accounts Available for Paid Ads www.greatbigstory.com
- 53. SOURCES FOR SHARING • WRI Google Drive (for partner sharing) – LOCATION: bit.ly/wrism – OWNER: WRI Google Account • Hootsuite – Collaborate/Review: Laura Lee Dooley – Enterprise Content Libraries – Amplify subscribers (50 licenses) • Asana Social Media Calendar • Provide lead time for review, loading, sharing
- 54. POSTING FREQUENCY • Consistency over frequency • Quality vs. quantity • Purpose-driven – Drive traffic? – Drive action? – Drive conversation? – Drive engagement?
- 55. DAILY POSTING FREQUENCY (PRE-COVID-19)
- 57. WHAT NOT TO SHARE Social media posts should NOT promote draft research or analysis that has not been reviewed and approved by Science & Research and/or your signoff director. Social Media Policy and Guidelines - bit.ly/kvSZSw
- 59. COMPLYING CONSUMING SHARING AFFILIATING ADAPTING FUNDING PRODUCING SHAPING SHARING AFFILIATING ADAPTING FUNDING PRODUCING SHAPING COMPLYING CONSUMING MOVE PEOPLE UP THE PARTICIPATION SCALE thisisnewpower.com/2018/04/18/how-to-build-a-movement OLD POWER NEW POWER
- 60. THE JOURNEY OF YOUR AUDIENCE Source: Hubspot, bit.ly/2jw9AL6
- 61. Adapted from The United States Air Force Web Posting Response Assessment
- 63. GETTING THE METRICS RIGHT
- 64. METRIC PURPOSE • What is the question you are trying to answer? • How does the metric support your goals and objectives? • Are you set up to collect the right metric?
- 65. GOOGLE CAMPAIGN TRACKING CODE GUIDELINES - WRISocialMediaGuidelines.doc - http://bit.ly/kvSZSw
- 66. TRACKING CODE IN GOOGLE ANALYTICS
- 67. TRACKING SM USERS TO WRI.ORG 0 5,000 10,000 15,000 20,000 25,000 30,000 Oct-18 Nov-18 Dec-18 Jan-19 Feb-19 Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Twitter LinkedIn Instagram Facebook
- 68. HOOTSUITE ENTERPRISE Hootsuite.com | bit.ly/wridigitaldashboard
- 71. HOW CAN I HELP? • Content creation and curation • Hootsuite Enterprise, Amplify, and Brandwatch access/training • Campaign design, review, implementation • Policies, best practices, guidelines, training, hand-holding Social Media• When should I contact Laura Lee Dooley?
- 72. SPECIFICALLY SOCIAL MEDIA CAMPAIGNS • Design and/or review of campaign content • Help with messaging • Asset development • Curation and sharing of campaign content • Measuring and reporting on success Social Media
- 73. ADD PROJECTS/TASKS TO ASANA.COM app.asana.com | See DJ Gross for information/training
- 74. ASANA.COM SOCIAL MEDIA CALENDAR • Editorial Calendar • SM Campaigns • #Hashtag Days • Spokespeople Events not on Editorial Calendar • Livestreams • Holidays app.asana.com/0/1167098785015297/board ASANA Form: bit.ly/39Bfr9E ASANA Calendar: bit.ly/2xDkJ7g
- 75. UPCOMING COMMUNICATIONS CURRICULUM • Tools and Best Practices for Producing Virtual Meetings at WRI Friday, April 3, 2:00 EDT • Digital Marketing 101: What Works & How to Measure It Wednesday, April 8, 10:30 EDT