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Social Media Engagement 
October 2014
Beyond the Like: Social Media Engagement
Beyond the Like: Social Media Engagement
Wait for the recording to begin…
Social Media Engagement 
October 2014
Introductions 
Chris Tuttle 
Idealware Expert Trainer 
Principal Consultant, 
Tuttle Communications
Introductions 
Christine Mandiloff 
Communications Director, 
Montana Legal Services Association
Introductions 
www.idealware.org
Chalkboard slide
Your Challenge: 
think like a social media user
Remember Why People Use Social Media 
• To post updates to their 
friends and family 
• To share pictures and videos 
• To market themselves 
• To learn about things to do 
• To have fun
Breaking Through the Social Interaction 
How do we provide value that will be compelling compared to this?
Your Mission, Should You Choose to Accept It… 
Engage your constituents in a truly social way!
Goals Are Essential!
The Importance of Goals 
Which social media tools 
you use and how you use 
them depend on what you 
want to accomplish and who 
you want to reach…
Goals should be S.M.A.R.T. 
: Specific 
: Measurable 
: Attainable 
: Relevant 
: Timely
Define: 
What do you want to achieve 
by using social media?
Goal 1: Build the Community
Goal 2: Provide Information
Goal 3: Promote Services
Goal 4: Raise Funds
What other core goals can we define?
The Path to Deeper Engagement
Moving from Like to Love…
Beyond the Like: Social Media Engagement
A Pyramid of Engagement 
Take 
Action 
Interact 
Listen and Respond 
Attract Followers
Don’t Shout At People
Instead… 
You Need to Provide VALUE at Every Stage
What Does It Mean to Provide Value? 
What can you provide for people 
online that they will care about? 
• What services can you offer? 
• Can they volunteer online? 
• Can this be a portal to 
involvement- events, community 
building, etc.? 
• What info can you share? 
Before each post, ask yourself: is this providing value?
Make Sure to Balance Value
It Is Not Just What You Do, But How You Do It 
Don’t use social media just because you think you should… 
…people will know when 
you are faking it!
Beyond the Like: Social Media Engagement
Practically Practicing Engagement
Attract Followers: Offer Exciting Things 
And keep them hungry for more!
Get People “In The Door” 
• Ask constituents to invite friends 
• Ask influencers to promote your 
page 
• Include a link in emails and on 
website 
• Include on business cards, 
email signature 
• Do a campaign with an incentive 
• Create a contest - photo 
contests work great 
• Tell people!
Attracting Followers
Attracting Followers
What else could you do to attract followers?
Listening and Responding: 
Listen to What People Have to Say… 
I like it when you show… 
…and respond when appropriate.
Listening and Responding
Listening and Responding
What else could you do to listen and 
respond?
Encourage Interaction: 
Be Engaging With Every Communication
Encourage Interaction
Encourage Interaction
Encourage Interaction
What else could you do to encourage 
interaction?
Take Action: Encourage People To Do Stuff 
• Attend events 
• Register for classes 
• Participate in competitions 
• Meet new people 
• Come to lunch 
• Be social…in person
Take Action
Take Action
What else could you do to get people to take 
action?
So What Now?
What Are You Going to Bring Back?
Develop Content Based on the Pyramid 
Take 
Action 
Interact 
Listen and Respond 
Attract Followers 
What will you do at each stage to provide value?
Devise a Weekly Plan for Content 
Sun Mon Tue Wed Thu Fri Sat 
Highlight a 
community 
member 
Share a 
story or 
powerful 
image 
Share a 
community 
event 
posting 
Share a 
resource 
Promote 
event 
Respond to 
questions 
Info about 
advocacy 
issue 
Promote 
program 
Put up 
resource & 
ask for 
shares 
Solicit 
recs. 
Ask a 
question 
Respond to 
questions 
Respond to 
questions 
Respond to 
questions 
Respond to 
questions
Collaborate To Avoid Duplication 
Create a forum to share best practices & ask questions!
Questions?

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Beyond the Like: Social Media Engagement