The document provides an introduction to social media. It discusses why organizations use social media, including that it allows them to reach large audiences and build their reputation. It also outlines some best practices for social media use and potential issues like mistakes or hacks that could damage an organization's reputation. The document advocates for creating engaging content tailored to audiences and sharing positive stories and examples from other non-profits to demonstrate effective social media strategies.

1. Louise McGregor | Fantail Consultancy
Introduction to Social Media
(Based on training developed for an NGO)

2. The big ideas
2Social Media Training | Fantail Consultancy
Why do
social media?
What is
social media?
What are some
best practices?
How can I build
great content?
What could
possibly
go wrong?

3. What is social media?
A way to communicate
Facebook
A place to read the news
Full of bad jokes
How young people talk to each other
Scary; lots of crazy people out there
Too full of companies selling
✔
✔
✔
✔
✔
✔
✔
3Social Media Training | Fantail Consultancy

4. What is social media?
4Social Media Training | Fantail Consultancy

5. How do we use Social Media?
5
• Publish news
• Social care/web care
• Marketing
• Advertising/Selling
• Brand Awareness
• Reputation
management
• Proving legitimacy
• Contact friends and
family
• Watch video
• Share photos
• Conversation
• Share expertise
• Organise events
• Complain (to
organisations)
Real People Organisations
Social Media Training | Fantail Consultancy

6. What changes with social media?
I have to tell
you something!
Can we chat?
Flickr | GarryKnight Flickr | Mikecogh
6Social Media Training | Fantail Consultancy

7. Why do social media?
• It’s big
How big?
7Social Media Training | Fantail Consultancy

8. .
31
%
web page views
via mobile phones
( 39% over a year)
We Are Social
Tumblr = fastest
growing social
network in 2015
We Are Social
Global average
time spent on
social media
2.4 hours
We Are Social
Internet
users on
social media
70%
We Are Social
Population of Facebook
+ =
We Are Social
2 years
watching youtube
non-stop = content
uploaded in 1 hour
Realseo.com 2014Jeff Bullas
€ 7.3 billion
Spent on ads on
social networks
FB messenger
+ Wechat
+ Whatsapp
> Facebook
We Are Social
8Social Media Training | Fantail Consultancy

9. Why do social media?
• It’s big, you can reach a lot of people
• Closer to audience/ stakeholders
– Direct communication = faster
• Opportunity to build reputation
– Share stories that build brand
– Communicate in any crisis
• Trust builder when done well
9Social Media Training | Fantail Consultancy

10. §What could go wrong – and what to do about it
Flickr|JasonWatkins
10

11. What could go wrong?
Real event creates issue
Customers/Clients affected
Complaints on Social Media
Picked up by News Media
11
• Social media amplifies
a real life issue
• Monitor your channels
and relevant hashtags
• Respond with agreed
messages that are
helpful and empathetic
Social Media Training | Fantail Consultancy

12. What could go wrong?
• Mistake made in social media, for example;
– Wrong account used
– Account hacked
– Forgot people were watching
– Hashtag fail
12Social Media Training | Fantail Consultancy

13. Wrong Account
KitchenAidUSA tweeted
a derogatory tweet
about President Obama
• Some tools for twitter
let you post to
multiple accounts
• Convenient but risky!
13Social Media Training | Fantail Consultancy

14. Account Hacked
UK Labour Party
announced new
"policy" via twitter
• But link installed
virus
• Account had been
“hacked”
14Social Media Training | Fantail Consultancy

15. Forgot People Were Watching
Post on facebook
“venting” about new
job before she started
• New boss saw it and
revoked job offer.
15Social Media Training | Fantail Consultancy

16. Trending hashtag
Hashtag Fail
Did not think
• Close to financial crisis
• Angry reaction “when will you all
go to jail?”
• Cancelled; “Bad Idea. Back to the
drawing board”
• This hashtag was part of a
twitter campaign raising
awareness of
domestic violence
• Deleted and apologised
• Tweeted apology to EVERY angry
tweet
LESSON: Context matters LESSON: Research your hashtag
16Social Media Training | Fantail Consultancy

17. Repair – two step process
• Apologise
• Mean it
17Social Media Training | Fantail Consultancy

18. Red Cross’ Apology
“We realized our honest mistake (the Tweeter was not
drunk) and deleted the above Tweet. We all know that
it’s impossible to really delete a tweet like this, so we
acknowledged our mistake:
In the meantime we found so many of you to be
sympathetic and understanding. While we’re a 130
year old humanitarian organization, we’re also made of
up human beings. Thanks for not only getting that but
for turning our faux pas into something good."
18Social Media Training | Fantail Consultancy

19. 19
Flickr | Nick Piggott
Building Great Content
Social Media Training | Fantail Consultancy

20. Content Creation
Content
you have
What your
audience wants
SHARE
THIS!!!
20
• Begin by thinking about
your audience
• Very hard to change
their “wants”
• Adjut content to suit
audience
• Change format increase
your shareable content
- shorter
- image
- infographics
- video
Social Media Training | Fantail Consultancy

21. Content Layers
Evergreen
21
Evergreen or “drumbeat” content, is regular posts that tell your organisation’s
story. Use “international day of”, regular reports, and relevant themes to create
a calendar that can stimulate content creation across the organisation.
Social Media Training | Fantail Consultancy

22. Content Layers
22
Evergreen
Events
Events content is additional content based around the organisation’s events,
campaigns or milestones. Large companies scale this up to “Real Time Marketing”,
but even small organisations can build out content around events.
Social Media Training | Fantail Consultancy

23. Content Layers
23
Evergreen
Events
Spontaneous
Spontaneous content, is content created in response to an external event. For
example, your organisation won an award, or a report is published on a theme
relevant for you.
Social Media Training | Fantail Consultancy

24. Content Layers
Evergreen
Events
Spontaneous
24
One of the highest engaged posts for
May, a spontaneous piece of content
triggered by hearing about Star Wars
Day on the radio that morning.
Social Media Training | Fantail Consultancy

25. NGO Best practices
• NGO examples
• Greenpeace
• IDEO
• MSF
• Let Toys be Toys
25
Flickr | David Luders
Social Media Training | Fantail Consultancy

26. Best Practices; Greenpeace
26
• Best practice = Highly engaged
support base
– Aim to shape campaigns
– Can stimulute 100,000s of messages
to companies and organisations (eg
their KitKat campaign against Nestle)
• Often combined with real life
activities
• See social media as a way to share
some more positive stories
Social Media Training | Fantail Consultancy

27. Best Practices; IDEO
• Best Practice = virtual collaboration with highly skilled
experts
• Their aim is to “design an end to poverty”
• Principles of user-centred design
Launched July 2015; the A1 lamp, a high
quality solar light for less than US$5
“It’s like a chicken. You pay for it once and
you get an egg every day”, said one
consumer in India.
27Social Media Training | Fantail Consultancy

28. Best Practices; Let Toys be Toys
• Best practice = Great use of
evergreen content
• High frequency
– Several tweets per day
– Longer FB every 2-3 days
• Very visual
• Very responsive
28Social Media Training | Fantail Consultancy

29. Best Practices; MSF
• Best Practice = Share
human stories from
doctors and patients
• Campaign and fundraise
effectively via social
29Social Media Training | Fantail Consultancy

30. Let’s connect
Fantail Consultancy
Louise McGregor
@changememe
Fantailconsultancy.com
30Social Media Training | Fantail Consultancy