Social channels sort of reveal the very skeleton or DNA of your organization.What you talk about can show what is important. You should care and think about how things work on the web
So we can just talk about what we are interested in, right? It’s all about me meme. Uh, no. Don’t be an egomaniac.
Meant to be a recruiting photo. Instead it elicited fond memories and great stories.
Constant vigilance isn’t always necessary, but it pays to pay attention… especially for any hot-button issuesDon’t be afraid to ban users who are out of line… Often your community will help with that - for example, these comments were marked as spam by supporters and not by us.
Baselin: Review peer organizations and competitorsNote likes, followers, comments, etc. Compare your own company to these results. …Now… make a goal. Strategic direction: Communicate scientific breakthroughs and our life-saving cancer research
Team is myself and the two writers who post to Facebook & Twitter.Other team members include analytics person and designer.
Email the requestor back.
Content is the trees in the forest, the coffee in the cup, the books in the bookstore. Without content there is no blog.
Content posted later in the day bets more likes and shares. Like’s peak at 8pmShare’s at 6pm.
Movie has been under wraps for three years. Finally got permission to put up. Want the world to see it, so I spent $15 to promote it to our friend. Declined to promote it to friend of friends. Found that doesn’t necessarily contribute to our needs – doesn’t result in likes.
Tried to have a “hutch” account, would never approve it for me to make edits. Finally, just made my own account, built page. Which then got completely ripped apart and now has very little content.
Everytime I see a article about social media, it seems to include some exponential number about Pinterest being the most exponentially popular social media channel. A grey banner with the price will be displayed on the upper left corner. Your pin will automatically go into the gifts tab located at the top of the homepage.
Very strong brand
Google+ loved by Google. Like YouTube
Ways to enhance your social media for nonprofits
Ways toenhance yoursocial mediaPRSA of Puget Sound‘Connecting for a Cause’Nonprofit Seminar9/25/2012Suna GurolLead Web/Social Media ProducerFred Hutchinson Cancer ResearchCenter
Agenda Conversations Strategy Content planning Content Design SEO Analytics Mobile Promotion Where are journalists Useful links Questions?
Why have a plan? Youdon‟t really need one… unless you want to be able to show that your work means something.
Simple strategy Do a baseline comparative analysis of your peers Identify target audiences (donors, job seekers, people interested in your mission) Strategic direction (that‟s communicating your mission) Goals – objectives & tactics to help with the mission
Goals Mission: Goal should tie directly in to the mission of the organization. Simple goals: We will post at least four times a week comment on another blog two times a month have 2000 subscribers by end of year aim to have 10 donors or volunteers as a direct result of the blog
Gathering information - Attendrelevant internal meetings Bi-weekly meetings with social media team Media planning meeting Groups around the organization – Development, Community Relations, Media Team, Writer‟s monthly meeting TTD – quarterly meetings with people who do social media
Offer training Make yourself available for simple social media training and strategizing Training materials are helpful
Make yourself available andyou‟ll hear about the socialmedia-worthy info „firstname.lastname@example.org‟ email address Available for design, setup Listserv group Be responsive to internal requests Explain why not running with an idea (you are the expert)
Be involved outside of yourorganization Social Media Club Social Media Breakfasts Content Strategy meetup Reference Smart Brief on Social Media Social Media Examiner Social Media Marketing for Nonprofits LinkedIN groups Continued education UW Master in Communication in Digital Media Social Media certificate
Post great content What people want to hear Success stories Communicating your value / beliefs / mission People-oriented stories Human voice – ducks, photo of airplane, kids Photos Video
Frequency Can post more – used to be 1-2x day, now 3-5 okay on Facebook 5-10x day Twitter Depends on the industry for YouTube, Pinterest, LinkedIN.
Facebook Timeline- loves and meh Loves Images! – cover photos, photos Videos Meh Links Status updates Questions Pinning to top and highlighting a post Reposts
Promoting content Don‟tbe scared to promote good content that might get lost
Twitter tips Do not co-post to both Twitter and Facebook 125 characters: Try to make posts 125 characters, to encourage comments and retweets Position Your Links: Experiment with putting the links in the middle of the tweet, rather than at the end. Clean out useless follows. Follow other peer organizations, partners, news organizations, major companies Mindfulness: Check on tweets throughout the day. Use hashtags and mentions strategically.
YouTube Nonprofit program Overlay Design – Can use a image map to add in links Annotations Listed on the Nonprofits videos page: http://www.youtube.com/activism SEO Describe your video with words your supporters use, not Board marketing speak Add in your url in the description – it‟s clickable and the first thing people see
Wikipedia Awesome SEO – often 1,2,3 link in search results Another web presence … for free! Anyone can edit – so needs to be monitored regularly. Won‟t allow for what it sees as marketing- speech Can be a bit of a morass
Blog Design Have a mission statement Frequency – At least 1x week. Shorter posts, more topical to news of today. Writers – add more Reporters - Let them know about your blog. Enhanced content – videos, slideshow, photos
Pinterest Communications – Create pin boards of related photos, infographics. Fundraising Auction items for Events – can add in the $ symbol and the amount Events general - Create a Pinterest board for every event with images. Cause marketing – Add a Pinterest button to a Cause marketing product so people can share the photo of the product on their boards.
Others Google hangouts – actually very cool for meetings Google handouts on air – actually really cool for online panels, interviews Yelp – Everybody uses it Flickr – Still viable StumbleUpon – new design! MySpace! - new design!
Tales of woe Twitter: CNN reporter LinkedIN: Change in title – whoops! Facebook: Photos to wrong group – haha! F-bomb on company page – eek!
SEO “Search is the connection between intent and content”- Bill Barnes, Mediative SEO is completely tied to social You can‟t game the system Important to tie your website to social Google Penguin update – more emphasis on how you are doing in social circles than in inbound links
Content is Queen for SEO High quality content is key Ask your readers what they are interested in from you. Chances are these are things that they are searching on. Check to see what people are commenting on and retweeting For enewsletters, see what people are clicking on Do a user survey -- Survey Monkey, Facebook questions
Basic Analytics Which stories are the most liked & retweeted? What content leads to increased donations? What social media campaign increased volunteer sign-ups? What images, pages gets the most clicks?
Facebook insights Engaged Users – number of people who have clicked on your post. Reach – the number of people who have seen your post Talking about this – likes, comments or shares Virality – the math. Number of people talking about the post, divided by the number who have seen the post.
Mobile How many have a mobile device here / now? (How many have checked Facebook during my presentation so far? Don‟t lie.) Has become the “1st” screen Add social media links to your mobile website, if/when you have one. For timeliness, use mobile phone to post to your organizations social channels… but be careful (see aforementioned tales of woe)
Adding your social icons Email signature Well, obviously all of your websites – prominent social media buttons, Facebook “like”, Google+1 Cross-promote Enewsletter Email Business cards Intranet or internal communications– all employees should be following your org
What happened in the lastfive years? Lots of people lost their jobs, especially in news. Tighter budgets, more beats with fewer reporters, fewer resources at established papers. Shorter news cycle, tighter deadlines. Less is more…
Where are the reporters? Journalists are all on social! A study in 2011 said that over half Canadian journalists had been pitched to via social networks. Be friends / LinkedIN contacts with your journalist contacts Understand the journalist and the news angle Read outlets and journals, follow conversations, follow the source
Citizen journalists Anyone can be a Citizen journalist for good Journalist or for worse Potential for viral Content is news stories sharable Publish cycle is Hard to be first fast
A Few Useful references Topsy – good social search Friendfeed – allows you to search for old tweets (yay) Tweet grader – tells you how influential you are. Sparkwise for analytics - http://sparkwi.se/ Social Media Sizer cheat sheet: for design of social media channels. http://ijustdid.org/2012/06/social-media-size- cheat-sheet/ Social Media Examiner Smart Brief on Social Media John Haydon Social Media Marketing for nonprofits Google Alerts