Social Media: You're Probably Doing it Wrong

Rad Campaign and Women Who Tech
Rad Campaign and Women Who TechRad Campaign and Women Who Tech
#C2Webinar
Social Media: You're Probably
Doing it Wrong
Presented by: Allyson Kapin, Rad Campaign and Amy Sample Ward, NTEN
Moderated by: Justin Perkins, Care2
May 9, 2013
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Social Media Diagram
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Don’t Be Old School!
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Don’t Be Old School!
Old School Professional New School Professional
We operate in a closed
environment. We don’t share
much publicly.
We are open and transparent
and welcome conversations with
our community.
Any type of PR is good PR. Bad PR will have negative
consequences for our brand and
how we are perceived.
Shy away from criticism. It will
fade away.
We must address criticism
immediately or it will erupt.
If we don’t know the answers to
questions – don’t say anything or
spin it.
Thank people for their question
and let them know we are looking
into it if we don’t know the
answer.
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Automated Social Media Updates
=‘s Bad Idea
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Automated Social Media Updates
=‘s Bad Idea
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Don’t Insult Your Followers
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Don’t Insult Your Followers
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Never Make Assumptions
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Silence is NOT Golden on Social Media
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Apologize When You Mess Up!
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Don’t Chastise Your Community
When They Speak Out
“We are dismayed and extremely disappointed
that actions we have taken to strengthen our
granting process have been widely
mischaracterized.
– Nancy Brinker, Susan G. Komen, Founder
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GreenpeaceUK Takes on Nestle
Campaign Goal
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Greenpeace UK Takes on Nestle
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GreenpeaceUK Takes on Nestle
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Nestle’s Initial Response?
Nestle Forced YouTube to remove video for copyright infringement.
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After more multichannel pressure…
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Slactivism: Good or Bad?
44K+ views since April 18th.
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Craig Newmark’s #Squirrels4Good
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Create a Communications Map
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Step 1: Content
Program or service updates/changes
Staff announcements
Jobs
Volunteer opportunities
Fundraisers
Upcoming events
Event results/wrap-ups
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Step 2: Goals
Increase visibility of the organization
Increase participation
Raise funds
Build leadership
Find sponsors or partners
Recruit volunteers
Build community
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Step 3: Outlets
Newsletter or mailing
Email newsletter
Twitter
Facebook
LinkedIn
Website
Blog
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Content Planning Template
Get this template! http://bit.ly/DIYtemplate
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Communications Map
Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.
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Social Media Handbook
Personal vs Professional:
Don’t be afraid of customer service
Plan for the future
Don’t be afraid to say no to friends
Share knowledge regularly
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Social Media Handbook
Guidelines to consider:
Assume personal use and prepare staff
Focus on things to say, not things they
can’t say
Be honest and transparent
Use a disclaimer
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Social Media Handbook
Guidelines to consider:
Be a good ambassador
Engage with the audience and build
relationships
Safeguard the organization’s name and
content
Give credit when credit is due
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Social Media Handbook
Guidelines to consider:
Respect confidentiality and keep security
in mind
Be responsible and use best judgment
Separate opinions from facts
Know that the Internet is permanent
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Social Media Handbook
Create your own Social Media Policy:
http://socialmediagovernance.com/policies
.php
http://policytool.net/
http://www.scribd.com/doc/97831071/Pers
onal-Social-Engagement-Guidelines-2-0
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5 Social Media Tips
#C2Webinar
1. Try to change a number.
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2. Thank people for engaging.
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3. Let staff hear how their
content works or doesn’t.
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4. Ask for feedback, and listen.
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5. If something works, repeat it.
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#C2Webinar http://amznly.com/kq
Order The Book
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thank you! questions? contact us!
Allyson Kapin
allyson@radcampaign.com
@womenwhotech @radcampaign
Amy Sample Ward
amy@nten.org
@amyrsward
Justin Perkins
justin@care2team.com
@elperko
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Social Media: You're Probably Doing it Wrong

Editor's Notes

  1. Lesson Number X: Don’t Insult Your Followers
  2. Speaking of insults…..
  3. Here’s an example of what your content map might look like. You’ll see that the goals and the content are listed on the left, and then along the right are all the various outlets. I like to use X, O and blank to denote that x=that content is always posted to that outlet; o=content is posted only if relevant; and blank=content is never posted to that outlet. You can use yes no maybe or any other set of indicators that work for you. Again, I’ve created this template as a public google doc so you can use that link to grab the template and save it to your own computer to use with your team. Before we go ahead with the metrics and tracking, does anyone have any questions?