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Social Media Training
This document provides guidance on using Facebook advertising and insights, essential Twitter terms and best practices, converting tweets to leads, and recommended social media resources for nonprofits. On Facebook, it discusses ad specs, boosting vs. the ads manager, image requirements, and advanced techniques. For Twitter, it outlines terms, hashtag functions, frequency, graphics, character length, tagging practices, and running tweet chats. It also offers tips on identifying influencers, engaging with them over time, and direct messaging to obtain contact information.
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Social Media Training
- 1. SOCIAL MEDIA: TRAINING WEBINARPART 2 Susan Tenby Willie Kuo @suzboop @freewirry
- 2. Facebook Advertising • www.facebook.com/business/ads-guidefor 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 • Youcan 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
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- 5. • RT =retweet • MT = modified tweet • Quote retweet • @ reply • @ mention • HT or h/t = hat tip • cc: = carbon copy • Pinned tweet Essential Twitter Terms
- 6. • Hashtags functionin 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 andTime • 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 andHeader 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 Lengthand 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 andAttribution • 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”
- 12. Other Tips: • Inserta 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.
- 13. Segment, List, Monitor,Engage
- 14. • Map thelandscape. • 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 theTwitter lists into a tool like Hootsuite or Tweetdeck. • Monitor the lists. • Favorite, retweet, and reply to appropriate and relevant tweets. Monitor and Engage
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- 20. • Scheduling: Hootsuite,Buffer, Tweetdeck • Influencers and Analytics: Socialbro • CRM Light: Commun.it • Tweetchats: Tweetreach, Twubs Essential Free Tools
- 21. • Tweet chatsare an organized event to tweet on a pre-arranged hashtag at the same time weekly or monthly. Tweet Chats
- 22. • Tweet chatsare 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
- 23. Converting a Tweetinto a Lead
- 24. Identify hashtags used inyour issue area, and share high-quality content using those hashtags to build credibility. Converting a Tweet into a Lead
- 25. Identify influencers inyour network and in your issue area by using tools like Little Bird and Buzzsumo. Converting a Tweet into a Lead
- 26. Be diligent aboutengaging 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 withtheir 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 Tweetinto 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 Tweetinto 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 Tweetinto a Lead If they’re live tweeting, retweet and engage with their content in real time.
- 31. Add them toa flattering Twitter list. Subscribe to their Twitter lists. Converting a Tweet into a Lead
- 32. Once you’ve gotten theirattention via a follow-back, send them a DM to get their email address. Converting a Tweet into a Lead
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- 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 ofOver 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 Fundraisingand 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
- #3 w
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- #6 S
- #7 S 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.
- #8 S
- #9 S
- #11 S
- #12 S Ask audience what makes it good
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- #14 Twitter lists -> Hootsuite
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- #17 Twitter lists -> Hootsuite
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- #19 W
- #20 W
- #21 S
- #22 S
- #23 S
- #24 S
- #25 W Image shows map of adjacent hashtags to #NPMC. Tool used is hashtagify.
- #26 W logos
- #27 W
- #28 W
- #29 W
- #30 S
- #31 S
- #32 S
- #33 S