2. Facebook Advertising
• www.facebook.com/business/ads-guide for specs and objectives
• Boosting vs. Ads Manager / Power Editor
• Images must have less than 25% text if used as an ad.
• Pro tip: you can get away with advertising posts with a higher
character count by creating a dark post first in Power Editor.
• Advanced Ad Techniques: Segmenting audiences through different
ad sets, conversion tracking, retargeting, custom audiences
3. Facebook Insights
• You can also export page, post, and video data as far back as 180
days.
• Page data export includes data on average engaged users.
• Valuable metrics:
• Reach
• Engagement, especially link clicks
• Conversions
6. • Hashtags function in 4 ways:
• Live conversations (e.g. #DemDebate)
• Online community (e.g. #nptech, #NPMC)
• Online conventions (e.g. #tbt, #ICYMI)
• Asides (e.g. #smh, #sorrynotsorry)
Hashtag Communities
7. Best Practices:
Frequency and Time
• Minimum 3 tweets/day
• Too many tweets
decrease engagement
• Life span of a tweet is
about 15 minutes
• Use tools to see when
your fans are online
8. Best Practices:
Graphics and Header Image
• Tweets with photos get 313% more engagement.
• Take advantage of valuable real estate by using header
images as billboards for an upcoming event or campaign.
9. Best Practices:
Character Length and Hashtags
• Spike in engagement for tweets 71-100 characters.
• Workarounds for the character count restriction:
• Append (1/2), (2/2) to number related tweets.
• Screenshots of more text.
• Quote retweet.
• No more than 3 hashtags.
• Occasionally use broad hashtags, but the best are niche
communities (e.g. #socialmedia vs. #HESM, #nptech)
10. Best Practices:
Tagging and Attribution
• Search for the organization’s name in Twitter. If you can’t find
it, try visiting their website to see if they list a Twitter
account.
• Attribute with a “via @dodo” at the end of tweets that share
other content. Try attributing the writer too.
• If you found the content through another account and can
squeeze it in, give that account a hat tip: “via @dodo ht
@johndoe”
11.
12. Other Tips:
• Insert a period before “@” if your tweet starts with an @ mention.
• If you’re referencing a web page, always include a link.
• Delete incorrect tweets.
• Do not post the same tweet to more than one account without
changing the wording or time.
• Do not auto-tweet from other social media platforms.
• If you’re going to retweet an article, read it first.
14. • Map the landscape.
• Media / journalists / reporters / niche publications
• Thought leaders
• Peer Institutions
• Advocates
• Create flattering Twitter lists for each segment.
• Find individuals and organizations in each segment using Advanced Twitter
Search, or Socialbro.
• Add them to the appropriate list(s).
Segment and List
15. • Add the Twitter lists into a tool like Hootsuite or Tweetdeck.
• Monitor the lists.
• Favorite, retweet, and reply to appropriate and relevant tweets.
Monitor and Engage
21. • Tweet chats are an organized event to tweet on a pre-arranged hashtag at the
same time weekly or monthly.
Tweet Chats
22. • Tweet chats are an organized event to tweet on a pre-arranged hashtag at the
same time weekly or monthly.
• Running a tweet chat:
• Choose a short, unique hashtag.
• Confirm a panel and send them the topic, questions, a one-page “how-to” guide, and an
ask to tweet an announcement to their followers.
• Ask people to participate the two weeks (or more) prior to the chat.
• Use a tool like twubs.com.
• Follow a A1, Q1, A2, Q2, etc. format.
• Archive the chat on Storify.
• Measure stats using Tweetreach.
Tweet Chats
24. Identify hashtags used
in your issue area, and
share high-quality
content using those
hashtags to build
credibility.
Converting a Tweet into a Lead
25. Identify influencers in your network and in your issue
area by using tools like Little Bird and Buzzsumo.
Converting a Tweet into a Lead
26. Be diligent about engaging with your influencers over
a period of time, so you stay top of mind.
Here’s 8 ways to get their attention…
Converting a Tweet into a Lead
27. Follow them.
Engage with their tweets by replying, commenting,
retweeting, or favoriting.
Favorite positive tweets from other users by
searching for their handle in native Twitter.
Converting a Tweet into a Lead
28. Converting a Tweet into a Lead
Share their long-form
content:
• Visit their blog,
YouTube, Slideshare, or
find recent news on
them.
• Tweet it out with an
@mention.
29. Converting a Tweet into a Lead
Scroll through their
Twitter feed:
• Are they running a
campaign? Give them a
shout out.
• Are they participating
in or hosting tweet
chats? Join them.
30. Converting a Tweet into a Lead
If they’re live tweeting,
retweet and engage with
their content in real time.
31. Add them to a flattering Twitter list.
Subscribe to their Twitter lists.
Converting a Tweet into a Lead
32. Once you’ve gotten
their attention via a
follow-back, send
them a DM to get
their email address.
Converting a Tweet into a Lead
34. Social Media Marketing
• Social Media Examiner
• Social Media Today
• Buffer blog
• Moz
• Hubspot
Nonprofit Social Media Marketing
• Social Media for Nonprofits
• Beth Kanter
• NTEN
• Nonprofit Tech for Good
35. Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors:
• https://twitter.com/farra/lists/social-eds/members
• https://twitter.com/ChrisTuttle/lists/nped
Slideshares:
• www.slideshare.net/suzboop
• www.slideshare.net/girardinl/dont-panic-how-to-embrace-emerging-
social-media-with-infinite-majesty-and-calm
Recommended Reading:
Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather
Mansfield
36. 24 Must-Read Fundraising and Social Media Reports for Nonprofits
http://www.nptechforgood.com/2015/07/03/fundraisingreports/
15 Must-Know Fundraising and Social Media Stats
http://www.nptechforgood.com/2015/01/25/15-must-know-fundraising-
and-social-media-stats/
Nonprofit Tech for Good’s Social Media Archive
http://www.nptechforgood.com/category/social-media/
Editor's Notes
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Essentially labels a tweet and people find you by searching for hashtags, and people listen to hashtags
Becoming an influencer in an hashtag…the top vs. live search places. Defaults on top. Show up in there frequently.
My faves: #nptech, #nptecharts, #socent, #musetech, #musesocial
Tweetchats: #musochat
Tweet using those hashtags to become a thought leader within that community
Earthfire #wolf – got lots of RTs there.
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Ask audience what makes it good
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Twitter lists -> Hootsuite
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Twitter lists -> Hootsuite
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Image shows map of adjacent hashtags to #NPMC. Tool used is hashtagify.