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- 1. Nonprofit Social Media Crash Course BAD SOCIAL MEDIA IS WORSE THAN NO SOCIAL MEDIA Presented by Kyle Turpin
- 3. Examine/build your website. Social media is a tool, not an answer. Don’t forget – this is about your mission, not your organization. Before You Begin
- 4. Before You Begin Number 1 Tip – Hire/appoint a dedicated social media manager. ► Writing and Grammar. ► Customer Service. ► Graphic Design.
- 5. Don’t Just ‘Dive Right In’
- 6. Don’t Just ‘Dive Right In’ Perform a social media audit. Where do you want to be? Where do you exist? Claim and monitor, or actively manage. Develop policy for each network. Decide on a handle. Test drive unfamiliar accounts – learn function and etiquette.
- 7. Don’t Just ‘Dive Right In’ Perform a social media audit. Where do you want to be? Where do you exist? Claim and monitor, or actively manage. Develop policy for each network. Decide on a handle. Test drive unfamiliar accounts – learn function and etiquette. Create profiles. Fill out every section. Install mobile apps.
- 8. Don’t Just ‘Dive Right In’ Perform a social media audit. Where do you want to be? Where do you exist? Claim and monitor, or actively manage. Develop policy for each network. Decide on a handle. Test drive unfamiliar accounts – learn function and etiquette. Create profiles. Fill out every section. Install mobile apps. Stay current – platform and algorithm changes, new platforms. Reddit, Social Media Examiner, Jon Loomer
- 10. Plan Your Attack Use a scheduling tool. Plan future posts, identify holes in marketing, post during optimum times. Test everything, collect data – platform insights, or other social media management tools. Hootsuite, Buffer, Everypost, SocialDraft, SocialReport, AgoraPulse, Sprout Social, Schedugram, Google Calendar.
- 11. Plan Your Attack Use a scheduling tool. Plan future posts, identify holes in marketing, post during optimum times. Test everything, collect data – platform insights, or other social media management tools. Hootsuite, Buffer, Everypost, SocialDraft, SocialReport, AgoraPulse, Sprout Social, Schedugram, Google Calendar. Don’t automate everything. Cross-posting. “The Dump.” Tailor posts to each network’s unique voice. Be flexible and pay attention to trends.
- 12. Content Is King
- 13. Content Is King Take time to create effective content.
- 14. Content Is King Take time to create effective content. Social is not print – repurpose materials, but don’t reuse. Get quality images and optimize. When in doubt, use 1600px x 800px, with 160px padding on each side. Reduce file size. Triple-check for grammar, spelling, and effectiveness. Stay concise. Speak to your target audience. Create long-form content, share bits to social. Blog, podcast, video, white papers, landing pages, other lead-generators. THIS IS NOT A GOOD WAY TO POST!!!!!! (caps lock = shouting)
- 15. Content Is King Take time to create effective content. Social is not print – repurpose materials, but don’t reuse. Get quality images and optimize. When in doubt, use 1600px x 800px, with 160px padding on each side. Reduce file size. Triple-check for grammar, spelling, and effectiveness. Stay concise. Speak to your target audience. Create long-form content, share bits to social. Blog, podcast, video, white papers, landing pages, other lead-generators. THIS IS NOT A GOOD WAY TO POST!!!!!! (caps lock = shouting) Tools Photoshop, Canva, Gimp, Giphy, Pixabay, Shutterstock, iStock, Google Images (with correct licensing filters).
- 16. Pay to Play
- 17. Pay to Play Social advertising budget is necessary. Focus on Facebook Ads. Don’t just boost – use Ads Manager, multiple ads. Improve targeting with custom audiences from email list, website visits, page engagement. Create look-alike audiences. Limit text to 20% or less.
- 18. Pay to Play Social advertising budget is necessary. Focus on Facebook Ads. Don’t just boost – use Ads Manager, multiple ads. Improve targeting with custom audiences from email list, website visits, page engagement. Create look-alike audiences. Limit text to 20% or less. $5.00 Twitter Ad can reveal interests for additional Facebook audiences.
- 19. Pay to Play Social advertising budget is necessary. Focus on Facebook Ads. Don’t just boost – use Ads Manager, multiple ads. Improve targeting with custom audiences from email list, website visits, page engagement. Create look-alike audiences. Limit text to 20% or less. $5.00 Twitter Ad can reveal interests for additional Facebook audiences. If all else fails, pay your cat tax.
- 20. Don’t Oversell
- 21. Don’t Oversell Facebook penalizes for too many promotional posts. Organic reach will suffer during ad campaigns – be prepared to boost.
- 22. Don’t Oversell Facebook penalizes for too many promotional posts. Organic reach will suffer during ad campaigns – be prepared to boost. Cater to most engaged audience. Play to emotions – sell a feeling, not a product. Inspirational stories.
- 23. Facebook penalizes for too many promotional posts. Organic reach will suffer during ad campaigns – be prepared to boost. Cater to most engaged audience. Play to emotions – sell a feeling, not a product. Inspirational stories. Be genuine - promote cause, not organization. Get permission and releases. Don’t Oversell
- 24. Don’t Oversell Facebook penalizes for too many promotional posts. Organic reach will suffer during ad campaigns – be prepared to boost. Cater to most engaged audience. Play to emotions – sell a feeling, not a product. Inspirational stories. Be genuine - promote cause, not organization. Get permission and releases. Curate content. DrumUp, Reddit, BuzzSumo, Klout.
- 25. Facebook penalizes for too many promotional posts. Organic reach will suffer during ad campaigns – be prepared to boost. Cater to most engaged audience. Play to emotions – sell a feeling, not a product. Inspirational stories. Be genuine - promote cause, not organization. Get permission and releases. Curate content. DrumUp, Reddit, BuzzSumo, Klout. Participate in your community. Share, retweet, link, tag, comment. Identify brand ambassadors. Encourage board members to share. Don’t Oversell
- 26. Beyond the Basics Power Editor for dark posts and evergreen content. Google Analytics and utm tags for tracking. FB pixel for conversion tracking. Open Graph Tags and Twitter Cards on website. Contests and Offers – know the rules. Asking to share for an entry is against FB terms. Live Video. Instant Articles and Canvas. Influencers and Account Takeovers. Trending stories and hashtag hijacking. Snapchat Filters.
Hinweis der Redaktion
- This is a crash course in social media. It will give you a few tips on how to be effective on social media, and a generic plan on how to get started. This presentation does not focus on too many specific actionable items, as they will vary according to your specific industry. However, it will list several starting points that you can dive into deeper on your own. The theme to remember is this: bad social media is worse than no social media.
- Before you begin – focus on your website first. A good website is your building, social media is your advertising. Social media is not the end all be all, it is a marketing and community engagement tool. Email marketing extends your voice to your existing audience. Social media is then a way to cultivate conversation, support and extend a community, and build energy and passion around your mission. Don’t forget - this is about your mission, and not about your organization. Build a passionate community around your cause, and they will support your organization.
- Number one tip – if you can hire a dedicated social media/community manager, do it. Make sure they have excellent writing and customer service skills, and at least basic graphic design skills. Having sub-par content will hurt your brand – people can tell the difference between a solid, professional brand, and an amateur running an account. If you can’t afford to hire someone, or you don’t have someone on your board with these skills, some of these tips can help.
- First step – don’t just dive right in.
- Do a social media audit, determining a purpose for each network you’re on. Also identify networks which have auto-created profiles for you. Make sure all information is accurate. Some networks you will simply claim and monitor, but not post anything to. Claim every profile you can with your handle (username). Understand where your audience lives, and focus on those profiles. Develop a policy on what will be posted, your voice, who will manage it, and what you will do with comments. Nothing worse than a dead social media account that nobody is monitoring. Once you determine to be on a network, test drive that network with a personal account. Fully understand its function and etiquette before putting your business on there. Figure out the lingo, its hashtag usage, and most importantly how to interact (be social).
- Once you decide to make a business profile, fully flesh it out. Install the relevant mobile apps so you don’t miss a thing (comments, messages, reviews).
- Keep up to date on how platform works– Facebook algorithm is constantly changing. Click-bait titles no longer work as well, profile pages are being updated so that your profile pic no longer overlaps with cover photo, more prominent CTA buttons, the Facebook pixel is being updated. Twitter just recently updated what counts towards your 140 character limit. Instagram is implementing an algorithm similar to Facebook. Keep up-to-date with resources like social media and non-profit subreddits, Social Media Examiner, and Jon Loomer.
- Plan Your Attack
- Plan Your Attack Use a scheduling tool or editorial calendar. This allows you to plan out your future posts, identify holes in your marketing efforts, coordinate with other campaigns, and post during optimum times. Test everything and collect data on the best times for engagement with your audience. Forget what you think you know, or what some expert said – your audience is unique, and the only magic times to post are what your data tells you. Some examples are Hootsuite, Buffer, Google Calendar, SocialDraft, Social Report, Agorapulse, MavSocial, among many others. Some are free for basic accounts, others will give discounts for non-profits.
- But don’t automate everything. Cross-posting from Facebook to Twitter shortens the message, and links to Facebook for the rest of the post. I’ve seen some Twitter profiles that are set up to mirror a personal account’s updates, then the link goes nowhere if you’re not friends with the personal account. Some organizations automate from RSS feeds, which takes all of their latest content and just dumps it to Twitter, all at once. They’re missing out on engagement opportunities by not customizing and scheduling. Each network has a unique voice, and automation makes you look disingenuous. This goes back to understanding your audience, and the intricacies of each network. Be flexible and pay attention to trends. We were able to jump on the Pokemon Go phenomenon because we already had our regular content scheduled out, so we could take some time to develop last minute plans.
- Take time to make effective content.
- Take time to make effective content. Social advertising is not the same as print advertising. You should absolutely repurpose materials, but don’t just straight reuse them. You may have a beautiful print flyer with all of the information, but that’s not the most effective thing to put on social media. Some networks will crop your image to show only the center portion. Capture attention with the visual, and the most important detail, and then use the text of the post for the other details. Quality images are important. Each network has different optimum sizes. If you are interested in saving time, use an image that is 1600px wide, 800px tall, and leave a 160px padding on each side. Put your most important information in the center of the image. Make sure you don’t have spelling or grammar mistakes. Don’t ramble on forever. If you must list lots of information, get the important details out in the first 400 characters or so. Speak to your target audience, don’t worry about trying to reach everyone. You’re going for quality engagement, not quantity. Create long-form content that you can reuse for social. If you type up a blog, you can snip little bits of it for several different posts, and send people back to the same spot for more. Video, podcasts, white papers, and landing pages are all good things to repurpose. Lastly, remember to understand online etiquette. Don’t use all caps and lots of exclamation points. People don’t like to be shouted at. If you aren’t sure what something is going to look like, save as a draft or schedule.
- Take time to make effective content. Social advertising is not the same as print advertising. You should absolutely repurpose materials, but don’t just straight reuse them. You may have a beautiful print flyer with all of the information, but that’s not the most effective thing to put on social media. Some networks will crop your image to show only the center portion. Capture attention with the visual, and the most important detail, and then use the text of the post for the other details. Quality images are important. Each network has different optimum sizes. If you are interested in saving time, use an image that is 1600px wide, 800px tall, and leave a 160px padding on each side. Put your most important information in the center of the image. Make sure you don’t have spelling or grammar mistakes. Don’t ramble on forever. If you must list lots of information, get the important details out in the first 400 characters or so. Speak to your target audience, don’t worry about trying to reach everyone. You’re going for quality engagement, not quantity. Create long-form content that you can reuse for social. If you type up a blog, you can snip little bits of it for several different posts, and send people back to the same spot for more. Video, podcasts, white papers, and landing pages are all good things to repurpose. Lastly, remember to understand online etiquette. Don’t use all caps and lots of exclamation points. People don’t like to be shouted at. If you aren’t sure what something is going to look like, save as a draft or schedule.
- So what happens when you create compelling content, but only 10% of your audience sees it? Unfortunately, social media is becoming pay to play.
- If you want to reach your entire audience on Facebook, you have to buy ads. If you can only put your money in one place, buy Facebook Ads. They’ll give you the most bang for your buck. You can boost posts to get more reach from your fans, but don’t use that exclusively Become familiar with Facebook Ads Manager. Make several ads and tailor them to different demographics. Improve your targeting with custom audiences. For example, I can make an ad with a picture of a baby that targets new mothers with a household that makes less than $50,000 per year. I can even target those who have been within one mile of my business location. To reach those that care the most, create custom audiences from email lists, website visits, and page engagement (new!) Limit your text to 20% or less. Facebook used to reject ads with more than 20% text. Now they approve them, but you’ll end up paying more per result. Facebook advertising can be as simple or as complex as you want, only limited by your budget. But it can be far cheaper than print advertising. This could be an entire presentation by itself.
- Pro tip – use a $5.00 Twitter ad to find additional interests for targeting.
- If all else fails, pay your cat tax. Cat memes are like gold on the internet.
- That being said, Don’t be overly promotional.
- The Facebook algorithm penalizes you for too many promotional posts. Meaning, your reach will suffer if you’re constantly using promotional words, and asking people to perform some action that benefits your business. You will also see that organic reach is lower while an ad is running. Plan to boost posts during an ad run.
- Don’t worry about reaching everyone all the time. Cater to your most engaging audience. You should have a stockpile of inspirational stories – share those. As cheesy as they are, people love inspirational quotes. You’re selling a feeling, not a product.
- Be genuine – make sure your cause is more important than your organization. As a non-profit, show what you care about, and others will care about you. Make sure to get releases and permission from your stories.
- Curate content from other sources and share what your followers may find interesting. Share relevant content that doesn’t benefit you, but benefits your cause. Remember, your purpose on social media is to provide value to your followers, not to be a constant mouthpiece for your organization (are you sensing a theme?)
- Most importantly – be genuine and build a relationship. This is social media after all. Participate in your community by sharing, retweeting, liking, and commenting when necessary. Identify your brand ambassadors (those the most genuinely vocal about your cause) and social influencers (those people already reaching your target audience) and interact with them. Encourage your board members to share your important posts to increase reach.
- Once you’ve laid the groundwork of all of the above tips, branch out and learn some of the advanced stuff. The Social Media Examiner and Jon Loomer sites can be great resources when you really want to dive down the social media marketing rabbit hole. Power Editor allows you to control every detail of your post. Dark posts can be targeted to different groups, but don’t show up on your wall. You can then reuse one unpublished post in several ads, keeping all engagement on one ad. Evergreen content can be targeted to people who haven’t donated yet, keeping it in front of a new set of eyes. Google Analytics and utm tags can help figure out which campaigns are working. Installing the Facebook pixel on your website allows for more options in your ads. Open graph tags and Twitter cards can make sure your website is showing up correctly on social media. Have a new page? Use the Facebook Debugger. Contests and Offers are great for new followers. Make sure you follow the rules. Live Video is great right now, as it sends everyone a notification. But make sure you do it well. If using your phone, get a tripod and a microphone. Open Broadcast Software (OBS) and a camera capture card can really take this to the next level. Take your content to Facebook so it loads quicker and gets more reach with Instant Articles and Canvas. Engage with influencers, pay for account takeovers. Pay attention to trending stories and be flexible. Learn how to effectively hijack a hashtag. #Election2016 Buy a snapchat filter to appear during your event.