The Fab Four: Beginning Social Media (Twitter, Facebook, Google+, LinkedIn)
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This document provides an overview of using social media for organizations. It discusses major platforms like Twitter, Facebook, LinkedIn, Google+, and YouTube. For each platform, it outlines stats, examples, and tips. The document emphasizes engaging audiences, sharing different types of content, and measuring results. It also notes the importance of having a communications strategy and connecting social media to other marketing efforts.
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The Fab Four: Beginning Social Media (Twitter, Facebook, Google+, LinkedIn)
- 1. THE FAB FOUR: A SOCIAL MEDIA INTRODUCTION Colleen Miller Social Media Consultant col237@gmail.com For: Community Works January 30, 2015
- 2. THOUGHT FOR THE DAY "No matter how small you start, start something that matters.“ - Brendon Burchard
- 3. WHAT ARE YOUR GOALS?
- 4. AGENDA THE LINE-UP The Landscape Social Media – Why Use It? Specifics: Twitter Facebook Google+ LinkedIn Bonus Round
- 5. SOCIAL MEDIA • Social media is digital content and interaction that is created by and between people. Source: Sam Decker – Mass Relevance • Social media allows for enhanced speed and breadth of information dissemination. Information can be communicated in real-time, or not. It’s now a big part of how people relate, socialize, volunteer and work together.
- 6. WHO USES SOCIAL MEDIA?
- 7. POTENTIAL OUTCOMES Boosting Awareness/Credibility Acquiring / Recruiting Connecting Collaborating /Partnering Showing Your Impact .
- 8. COMMUNICATIONS STRATEGY • Identify and Research Audience (Focus Groups, Surveys, Demographic Information) • Focus Messages to Your Audience (Language, Style, Format)
- 9. • Use Any or All Media Channels Appropriate to Your Audience (Print, Broadcast, Online, Social, Direct Mail/Advertising) • Set goals. Measure them. Then, adjust. COMMUNICATIONS STRATEGY
- 11. TWITTER Timely – News in real time! 140 Characters (includes spaces & punctuation). Abbreviate! Content: quick updates, reminders, sharing links, news articles, events, organizing with volunteers, contests. 284 million monthly active users 500 million Tweets are sent per day 80% of Twitter active users are on mobile
- 12. EXAMPLE
- 13. EXAMPLE
- 14. TWITTER TERMS Hashtag – “#” followed by a keyword, such as #nonprofit or #mercercounty. Lists – Groups of People on Twitter that You Follow – Could Arrange by Topic. Mentions – When someone used your twitter name, eg. “@cmiller237 wrote a great article.” Retweets or RT – To re-send someone’s tweet, uses their twitter name and the “RT” prior to the text. It’s OK to ask for a ReTweet. Just not all the time!
- 15. Reply – Uses someone’s Twitter name or “handle”– eg. “@cmiller237 great chat!”(goes to person and followers in common) add a period and it’s public – eg “.@cmiller237 great event!” Follow Friday #FF – Suggest folks to follow in a topic or good content . DM – Direct Message is between people who follow each other. Private. TWITTER TERMS Follow Friday is a good way to build followers.
- 17. TWITTER TIPS Twitter Profile text – use authoritative keywords, link to your website Conferences/Events – Build audience before an event. Tweet news prior to the event. Learn language of Twitter. During an event - set up a #hashtag, have someone tweet news or important points. Tweet photos. Leverage sponsors, partners and their Tweets. Market your Twitter feed! Mention in offline / online marketing. Integrate into your website.
- 18. TWITTER TIPS Leverage “thought leaders” in your space, get them to RT your Tweets! Give back by “following back” and RT the thought leaders’ Tweets. Keep the conversation going - Twitter chats. Expert approach – Tweet more than your own organization’s content. 80- 20 rule. Stats – URL Shorteners, Google Analytics, Twitter Counter Post photos. Participate in wider efforts such as #GivingTuesday
- 19. SCHEDULING This is TweetDeck, also HootSuite
- 20. STATS
- 22. FACEBOOK Stats: • 890 million daily active users on average • 745 million mobile daily active users on average • 1.39 billion monthly active users • 1.19 billion mobile monthly active users Newbies: Start with Individual use (Listening first). Then, follow others, then start an organizational page.
- 23. EXAMPLES
- 24. INSTAGRAM
- 25. IDEAS
- 26. FACEBOOK TIPS • It’s about engagement. • Be flexible. • Update regularly. Not as frequent as Twitter, but don’t be a dead page. • Ask questions, respond. • Share links AND add opinions, thoughts. • Go beyond routine messages. Photos, videos add interest. • Think brand building – use your logo, colors. Could use FB to offer graphics, banners, quotes. • 80-20 rule.
- 27. RESULTS? Use Insights to find out about your audience on Facebook page. “Insights” is where you will find great stats!
- 28. LINKEDIN • Professional Networking • Content Sharing • Share links, publish Posts. • Connect with Professional Colleagues
- 29. EXAMPLE
- 30. GOOGLE+ • Share content, photos. • Converse with your followers. • Use Google Hangouts for collaboration. • Make Circles – Used to manage followers by circles, getting included in influential circles gets you followers. • Caveat – Tied into a lot of Google products, tread carefully. Does have Search Engine Optimization (SEO) benefit.
- 31. EXAMPLE
- 32. BUILDING & REACHING AUDIENCES Be timely. Update often. Be human, responsive and have a voice. Engage appropriately. Give back to the online community. Align with other non-profits, charities. Team up!
- 33. DON’T FORGET Connect to your websites, email blasts, email newsletters. Offline print communications, too. Use your analytics to measure progress. Experiment - it’s OK to be incremental!
- 34. MORE SOCIAL SITES BONUS ROUND
- 35. MANY KINDS OF SOCIAL MEDIA • Blog platforms (Tumblr, WordPress, Blogger, etc.) • Crowdfunding (Kickstarter, Indiegogo) • Ratings (Yelp!, Tripadvisor, OpenTable) • Social bookmarking (StumbleUpon, Reddit, Delicious) • Question-and-answer sites (Quora) • Forums / Collaboration (Google+ Hangouts) • Music (Pandora, Spotify, iTunes) • Gaming (Candy Crush, Farmville, Words w. Friends) • Documents / Content (Google docs, SlideShare) • Video (Vimeo, YouTube, Vine – 6 sec. videos) • Photos – (Flickr, Photobucket) • Location – (Foursquare, Google Lattitude)
- 36. YOUTUBE Videos can be effective in telling your story. Production quality is up to you. Short clips are voraciously consumed and perfect for sharing a wide variety of content.
- 37. SLIDESHARE
- 38. PINTEREST Also Bookmarking sites: Delicious, Reddit, StumbleUpon Pinterest (www.pinterest.com) - Virtual Visual Bulletin Boards, Sharing
- 39. QUESTIONS/WRAP UP Colleen Miller cmiller237.wordpress.com col237@gmail.com @cmiller237 - Twitter Logos, screen shots are property of social media sites, used for illustration only
Hinweis der Redaktion
- Goals of the workshop: Introduce & expand on social media. Focus on four major social media. Address common issues with managing, share tips, tools, point out resources.
- Motivational speaker Brendon Burchard - http://brendonburchard.com/
- Questions for participants: What social media networks are you using? Or which ones would you like to be? What is your communications strategy? Are you involved in developing communications for your organization? What are your success factors? Or what would you like your results to be?
- The session overview. Side note – Social Media Policy for your agency is needed. Not the topic here but you should go back and start the conversation in your org, if you don’t have one.
- Social media is a shift in how we get our information. Communications have moved beyond, print and broadcast. Now we get information, 24/7 and on the fly, from anywhere – laptops, tablets, mobile devices. People are creating and maintaining all kinds of social connections – around work, hobbies, interests – that would previously been much more difficult to start and keep. With increased access to the Web and use of mobile phones and tablets – social media continues to grow. Pew Internet Project
- As of January 2014, 74% of online adults use social networking sites. Demographics of the top two groups 18-29 and 30-49 - Born 1978-92, they have grown up with MTV, blogs, Facebook & texting. Volunteerism required in middle and high school – teen volunteerism doubled between 1989 -2005; college volunteerism increased 20% between 2002 -2005. But different in approaching volunteerism and activism – inconsistent or intermediated – will use social media to find volunteer opportunities
- What can social media do for my organization Increase visibility for your organization, your cause, your services Lending credibility to your organization, which leads to increased trust and affinity, which in turn can lead to more loyal supporters. Acquire and recruit new donors, new volunteers, new participants in events, fundraising, clients Connect with your community, your existing participants, clients, stakeholders – keep them informed. Establishing your organization as a viable entity with staff, volunteers and vibrant programs. Collaborate with other organizations, find and support partnership opportunities. Showcasing your impact – the people you serve every day, the change you are making in the world, and the REASON (the need) behind your mission. Making it easy for your most passionate online ambassadors share your mission with their networks.
- Social media must fit into overall branding and communications strategy. Can be an important part but needs to work with the other elements. No comms strategy? Handout has links to online info. Audience Research that pertains to social – Who are they? What Social Channels do they use? What info are they seeking? What are they sharing? What do they care about? What moves them to act?
- History – based on texting – short 140 characters bursts Timely – Take advantage of the timely nature if you have events, meetings. Example – Hackathon – Tweet announcements to the group. Twitter stats from https://about.twitter.com/company
- Example of Twitter profile and a tweet. 140 characters means 140 letters, spaces – so it’s really a short sentence. Twitter Profile Page lists – Tweets, Following, Followers. Home page gives you other options Connect – Gives you interactions, reply, mentions and Discover – Gives you who to follow, suggestions, etc.
- Seek volunteers, thank volunteers Raise awareness in the community
- #Hashtags can be made up or you can find ones that are already in use. #MercerCounty is an obvious one… Be careful with brand names, as they are now being trademarked #Cokewithasmile.
- Focus on high-quality content and clear call to action Engaging rather than blasting Twitter Chats – hashtag and a time
- Simple photo idea from Giving Tuesday
- Management tools. Let you schedule tweets, save searches, get analytics. But don’t automate everything!! Be sensitive to news, world issues. Maintain a live presence to respond
- Twitter Counter – Example of a way to look at your stats
- FB mission statement: Founded in 2004, Facebook's mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what's going on in the world, and to share and express what matters to them. Stats are from Sept 2014 from Facebook media site: http://newsroom.fb.com/
- Focus on high-quality, engaging content. Write quality headlines!! Clear call to action. Vary content – visuals, videos – and test. Promote event, increase registrations Communicate with meeting participants, existing/prospective members, volunteers, donors. Attract new members or volunteers. Support events, in-person meetings. Build “likes” through marketing…Integrate social into website, offline materials. Try Facebook advertising. Use Facebook “Insights” for stats.
- Photosharing site. Now part of Facebook. Princeton U’s profile page. Can be used to create buzz, especially events or campagins. Example Breast Cancer Awareness month. #PaintPFChangesPink
- Content and activity ideas Promote event, increase registrations Communicate with meeting participants, existing/prospective members, volunteers, donors. Attract new members or volunteers. Support events, in-person meetings. Build “likes” through marketing…Integrate social into website, offline materials. Try Facebook advertising. Use Facebook “Insights” for stats.
- Content ideas Have people share stories, ideas for programs Share photos/videos from events – FB, Flickr, YouTube “Seasonal” stories – Trends for the New Year, Valentine’s Day Wishes, Stories on Veteran’s Day Contests – Naming contests, caption contests Thank and encourage people – Volunteers, donors Mobile ideas – Camera Photo problems in the community; Best costume at the parade, etc.
- More than looking for a job…Set up a profile and make connections Join appropriate LinkedIn Groups. LinkedIn advanced search can be used to find people who want to serve on non-profit boards or do skills-based volunteering. http://blog.linkedin.com/2015/01/30/millions-of-linkedin-members-want-to-volunteer-their-skills-for-good-infographic/
- LinkedIN Group example Content Marketing Group Join Professional Groups or Set Up a Group: Ask questions. Offer answers. Share news related to your interests. Contact people. Manage and moderate, make it helpful, avoid spam.
- Google’s answer to Facebook. Google says Plus has 540 million monthly active users, but almost half do not visit the social network. Why is Google+ important? Google adding to search (SEO). Use Google+ circles to follow others and listen there. Use hashtags
- Google’s answer to Facebook. Relatively new. Use Google+ circles to follow others and listen there.
- Appropriately – frequency that is right for the channel, timely – current information, quality information. Tell Your Story, Listen to Theirs!
- Additional social media flavors, with numerous activities. There’s tons of social media services out there. Don’t fall prey to ‘shiny new object’ syndrome. Identify your audience and target your messages. Top ten crowdfunding sites - http://www.crowdfunding.com/ Change is not a threat, it's an opportunity. Survival is not the goal, transformative success is. Seth Godin
- Youtube videos can be shared on other social media sites, your website and linked to in newsletters…
- Slideshare allows for conversation, also embedding on your own site or blog.
- Pinterest (www.pinterest.org) – Visual bookmarking. Growing rapidly. Pinterest is driving more traffic than Google+. Could be helpful in planning events, showing photos afterward…