We all know that social media can be a force for good and bad. And whilst social media is no longer the new kid on the block any more there’s still that uncertainty around how we behave online vs the real world. Many of us may well have been on the receiving end of abuse because some keyboard basher thinks it ok to throw insults your way forgetting there’s a dedicated and hard working person or team of people at the other end. It’s not ok and we must call out hate speech and create safe spaces online. But equally we’ve seen the sheer delight when a campaign snowballs and our positive messages about LGBT+ inclusion and awareness are so widely supported and shared. And yes we’ve all made mistakes. Some more public than others. But that shouldn’t stop us. Because ultimately we’re part of one community striving for the same outcome and this social network right here is one way of achieving that.

1. Making the most of
social media
@xanderjwebb
Hi, my name’s Alex Webb and I’ve been a volunteer at Pride in London for over 4 years. No this isn’t an AA meeting, but today I
wanted to share my experience of social media…

2. …and unlock your potential

3. We’re all in this because we care about our community…

4. …and we all know that increasingly people are living their lives through their phones. Indeed events like Pride can live and
breathe on social media.

5. We all know that social media can be a force for good…
For those of you who may not know Stephen Robert Sutton, was an English blogger and charity activist known for his blog
Stephen's Story and his fundraising efforts for the Teenage Cancer Trust – a charity for the aid of teenagers with cancer. After his
death, millions of pounds were raised through the help of social media and its reach to millions of people around the world. He
was then later recognised and awarded an MBE from The Queen.

6. and bad…
Well need I say more.

7. …And whilst social media is no longer the new kid on the block any more…

8. …there’s still that uncertainty around how we behave online vs the real world.

9. You only have to look at Grindr to understand – and many of us may well have been on the receiving end of abuse because some
keyboard basher thinks it ok to throw insults your way forgetting there’s a dedicated and hard working person or team of people
at the other end. It’s not ok and we must call out hate speech and create safe spaces online.

10. But equally we’ve seen the sheer delight when a campaign snowballs and our positive messages about LGBT+ inclusion and
awareness are so widely supported and shared.

11. And yes we’ve all made mistakes. Some more public than others. But that shouldn’t stop us…

12. Because ultimately we’re part of one community striving for the same outcome and this social network right here is one way of
achieving that.

14. Why are you using social
media for your Pride event?

15. Pride in London communications aim:
To create the most highly engaged LGBT+ community in the world
- Accessible to all parts of the community
- Representative of the full LGBT+ spectrum
- Increasing loyalty and participation
- Protecting brand reputation
- Adding value to partners

16. What’s
your
biggest
challenge
with social
media?

17. Enhancing reach and engagement
•Extend the reach of other channels
•Frame a discussion and monitor
•Use relevant hashtags
•Use rich media and tap in to the moment
•Create sub groups such as Facebook events
•Focus on simple shareable content

18. Frequency
(0700-2300 coverage)
• Twitter: Approx. two-hourly tweets usually increasing to 'as it
happens' on Pride day.
• Facebook: Throughout the year, we aim for min. 2 posts a week and
max. 1 per day, during May/June, we aim for one post per day max
with some exceptions.
• During Pride week, we increase to 3 day parts: approx 0700, 1200,
2000 BST. On Pride Day we move to 'as it happens' frequency.

19. Responsiveness and monitoring
• We cannot respond to all queries but aim to respond to both direct
and indirect mentions of Pride in London on social media using
standard responses for most queries.
• Using social media monitoring we will also proactively monitor
conversations relating to public safety on the day, and feeding this to
the operations team.
• We will sign post queries to a web link, short answer, or a steward.

20. Scheduling
• We aim to have 70% of content for Twitter and Facebook pre
scheduled a week in advance with the other 30% produced reactively
and in the moment
• This % split fluctuates with Pride Day being 80% reactive as capacity
and buzz is greatly increased
• Use a scheduler such as Hootsuite or Tweetdeck

21. Hashtags
• Owned hashtags
• Events
• Zones
• Tapping in to the wider conversation
• Be relevant, consistent, memorable and intuitive

22. • Resource
• Budget
• Technology
• Capabilities
• Audience
• Channels
• Assets and
activities
• e.g. number of
posts
• Deliverables
• e.g. likes, views,
RTs
• Immediate actions
• e.g. ticket sales,
campaign actions
• Long term
sustainable
change
• E.g. improved
societal
perceptions,
improved
confidence to be
oneself
We can all measure stuff. But make sure you ask ‘So what’

23. • Resource
• Budget
• Technology
• Capabilities
• Audience
• Channels
• Assets and
activities
• e.g. number of
posts
• Deliverables
• e.g. likes, views,
RTs
• Immediate actions
• e.g. ticket sales,
campaign actions,
event attendance
• Long term
sustainable
change
• E.g. improved
societal
perceptions,
improved
confidence to be
oneself
Have tools in place to measure and focus on outcomes and impacts. Consider social media monitoring tool, surveys, feedback
and use the social media native insights.

24. How can this network help
us do better social media?

25. Pick one small thing are you going to do differently and do it right away.