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Social Media Training


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A social media training focusing on Twitter and Facebook

Published in: Social Media
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Social Media Training

  1. 1. SOCIAL MEDIA: TRAINING WEBINAR PART 2 Susan Tenby Willie Kuo @suzboop @freewirry
  2. 2. Facebook Advertising • 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. 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
  4. 4. TWITTER 4
  5. 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. 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. 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. 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. 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. 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. 11. 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.
  12. 12. Segment, List, Monitor, Engage
  13. 13. • 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
  14. 14. • 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
  15. 15. view tweet activity +
  16. 16. • Scheduling: Hootsuite, Buffer, Tweetdeck • Influencers and Analytics: Socialbro • CRM Light: • Tweetchats: Tweetreach, Twubs Essential Free Tools
  17. 17. • Tweet chats are an organized event to tweet on a pre-arranged hashtag at the same time weekly or monthly. Tweet Chats
  18. 18. • 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 • Follow a A1, Q1, A2, Q2, etc. format. • Archive the chat on Storify. • Measure stats using Tweetreach. Tweet Chats
  19. 19. Converting a Tweet into a Lead
  20. 20. Identify hashtags used in your issue area, and share high-quality content using those hashtags to build credibility. Converting a Tweet into a Lead
  21. 21. Identify influencers in your network and in your issue area by using tools like Little Bird and Buzzsumo. Converting a Tweet into a Lead
  22. 22. 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
  23. 23. 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
  24. 24. 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.
  25. 25. 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.
  26. 26. Converting a Tweet into a Lead If they’re live tweeting, retweet and engage with their content in real time.
  27. 27. Add them to a flattering Twitter list. Subscribe to their Twitter lists. Converting a Tweet into a Lead
  28. 28. 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
  29. 29. RESOURCES 5
  30. 30. 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
  31. 31. Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors: • • Slideshares: • • social-media-with-infinite-majesty-and-calm Recommended Reading: Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather Mansfield
  32. 32. 24 Must-Read Fundraising and Social Media Reports for Nonprofits 15 Must-Know Fundraising and Social Media Stats and-social-media-stats/ Nonprofit Tech for Good’s Social Media Archive