*This presentation was part of the Humane Society International track, so is more focused toward animal welfare organizations that work internationally.
Learn how to interact with and cultivate your supporters on Facebook, Twitter, and other social media, as well as how to communicate with them in times of crisis. Learn how to use social media to successfully deliver a message, raise awareness, and generate the change you need for the animals in your country. We will share with you best practices and tips on how to be an effective social media communicator, as well as meet your goals whether they be fundraising, advocacy, event attendance, or customer service.
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Creating an Image Through Social Media - International Group Track Animal Care Expo 2013
1. PH
Creating an Image Through Social Media
#animalcareexpo
“I just got a keychain and address labels in the mail from
you guys. Now that I see you posting on Facebook and
know you're legit, I'll be sending a donation. Thanks for the
work you do.”
– Posted to our Facebook Page wall, January 2010
2. PH
• Best practices for interacting with, and also cultivating
supporters
• How to communicate with them in times of crisis
#animalcareexpo
• Getting your message out on social media
3. PH
#animalcareexpo
• Everything we do online is tied to advocacy and
fundraising
• Our social media program is no exception
• There is also a relationship building and customer
service aspect to social media
• The program complements and works in conjunction
with our website and email
• Take an integrated approach – social media is not a
silver bullet
Goals
4. PH
#animalcareexpo
Website Social network
One way communication Two way communication
Content generated in house Content generated by users
Organization’s voice People’s voice
Talking to people Talking with people
Marketing Conversations
Expect information Expect interaction
5. PH
Best practices for interacting with, and also
cultivating supporters
• Cater to your audience
• Every post is a reason to unlike your
page.
• Integration
• Respond to everyone with a legitimate
question
• Be transparent
#animalcareexpo
21. Who is your online voice
Your online presence, and the
person answering it, is a
“face” of your organization –
make sure it’s a good one
#animalcareexpo
22. Comments
Personalize – Be human
Tone – Address emotions
Honesty – IDKLFO – I don’t know let me find out!
Answer Everyone – Every post is an opportunity
to engage
#animalcareexpo
23. Protection
Commenting Policy – have one!
Make your policy known – and fair.
If you delete something, tell your fans and tell them
why
Don’t delete because you disagree, only delete if it’s a
violation – stay transparent.
#animalcareexpo
24. Protection
What’s in a commenting policy?
• Namecalling
• Personal attacks
• Misinformation
• Profanity
• Spam
• Promoting violence
• Photos or videos of animal cruelty
#animalcareexpo
Talk about how they can define it – money raised, adopted animals, fosters found,
Talk about how they can define it – money raised, adopted animals, fosters found,
Integrating donations – make sure there is a donation icon, using apps like Razoo, and others – make it easy for people to donate, and keep people on Facebook.
Have an online campaign? Great, make sure its on Facebook it your audience responds wel to it.
Have an online campaign? Great, make sure its on Facebook it your audience responds wel to it.
Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.
Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.