Introduction to OEA social media and tactics

1. SOCIAL MEDIA 101
Dinica Quesada, Communications Specialist, quesadad@ohea.org

2. VARIOUS SOCIAL NETWORKING CHANNELS

3. OEA SOCIAL MEDIA PRIORITIES
2nd
most visited
site in the
country behind
8th
Google
3rd 44th 17th

4. SOME NUMBERS
Facebook is not only the commonly used social media network, it is also the second
most visited site in the country behind Google and number one globally.
Facebook has 1 Billion users
Twitter: 100 Million
YouTube: 800 Million
12% of online adults say they use Pinterest
66% of online adults use Facebook (52% percent use it daily)
20% use LinkedIn
16% use Twitter (8% Daily)
71% of online adults watch videos on a video-sharing site such as YouTube or Vimeo
On Facebook on an average day:
15% of Facebook users update their own status.
22% comment on another’s post or status.
20% comment on another user’s photos.
26% ―Like‖ another user’s content.
10% send another user a private message

5. THE BIG THREE
 Expect to spend at least two-to-four hours a week to manage your
Facebook account.
 Expect to spend at least two hours a week to manage your Twitter account.
 Expect to invest significant time in creating a video.

6. TIME COMMITMENT
• 5 hours/week to start listening
• 10 hours/week to participate
• 10-15 hours/week to generate buzz
• 20+ hours/week to build community
• (At least) 3-6 months until you see results

7. FACEBOOK
www.facebook.com/OhioEducationAssociation
43% of daily users said they
would definitely or probably
look for a Facebook page of an
organization when they were
thinking about volunteering for
it
12% said they’d definitely be
more likely to volunteer with a
nonprofit that has a Facebook
page and they’d ―be concerned‖
if it did not have one
43% said a Facebook page might
have an impact on their
decision.
 Increasing feedback and discussion
 Driving traffic to your website, blog, etc.
 Spreading information
 Attracting event attendees
 Getting people to take action
 Changing hearts and minds

8. TWITTER
www.twitter.com/OhioEA
TWITTER BASICS
―Followers‖ subscribe to your feed & you can
―follow‖ other people’s feeds
If followers retweet your post, you can reach a
huge amount of people very quickly.
―Hashtags‖ (the # symbol) precede a keyword to
flag your post as relating to a specific topic
 Connecting with like-minded organizations
 Connecting with the media
 Engaging people with frequent updates
 Providing near-real-time updates
 Coordinating a group in real time

9. YOUTUBE
www.youtube.com/OhioEdAssoc
 Building & displaying community
around your videos
 Using the power of video to spread
information, ideas, etc.
 Asking members engage with your
videos
 Crowdsourcing: asking supporters
to provide videos
 Interacting as an organization with
other organizations and their
videos

10. BLOGS
www.blog.ohea.org
 Publicizing your expertise
 Promoting your cause or educating
people
 Telling stories about your day-to-day
work
 Engaging people in your decisions, or
your work
 Promoting your website and online
information
 Blogs can be helpful if you have staff
members or volunteers who can
eloquently—and frequently—advocate
for your cause and engage people.

11. FLICKR
www.flickr.oea
 Getting (and displaying) photos
from a distributed group
 Participating in group photo pools
 Finding people posting pictures of
you
Posting photos is relatively quick, but consistently maintaining
a stream of photos to catch attention and build a particular
group could take an hour a week or more.
With video sharing sites the primary time consideration is the
time it takes to create the video itself. Making polished (or
even unpolished) videos takes time and energy.

12. PINTEREST
 Pinterest is informal
 Pinterest is visual
 97% of Pinterest’s Facebook fans
are women
 Pinterest can create phenomenal
traffic for your site.
TIPS
Use easy to understand images.
Categorize your boards thoughtfully.
Don’t start following people until you’ve filled out
a few boards of your own. Give them something
good to follow back!
Follow related boards.
Log on to the network every day for a few
minutes to see what’s fresh, respond to
comments, and continue expanding your own
inspiring boards.

13. START WITH RIGHT EXPECTATIONS
SOCIAL MEDIA IS NOT A MAGIC BULLET
It will NOT help if you…
 have no clear goals
 have no strategy & tactics for achieving those goals
 have weak, ―one-way‖ messaging
 have no staff or volunteers to lead the effort or
willing to become community evangelists
 not consistent and persistent, and willing to
learn on the fly
 are not willing to give up some control
IT TAKES TIME
 20+ hours/week to build community
 (At least) 3-6 months until you see results

14. WHY AND WHEN TO USE SOCIAL MEDIA
SOCIAL MEDIA CAN HELP
 Gain volunteers and activists
 Increase event participation
 Raise money
 Improve perception of the association
by members and general public
 Cultivate leaders
 Move members up an engagement curve, from simple actions
(and increased awareness) to continually increasing asks with the
possibility of a community of involved members primed for
mobilization

15. SOME SOCIAL MEDIA GOALS
DON’T FEEL RESTRICTED TO THESE GOALS. THESE ARE JUST EXAMPLES.
 Increased feedback and discussion
 Driving traffic to website and spreading information
 Getting people to take action
 Attracting event attendees
 Recruiting volunteers
 Changing hearts and minds on a particular issue
 Getting members to talk to each other
 Branding OEA as an expert
 Understand what people are saying about you
 Gathering photos or videos from supporters
State the top three goals so they are SMART:
specific, measurable, attainable, realistic, and time-based

16. TYPES OF AUDIENCE MEMBERS
• Content creators
• Active participants;
editing, commenting
• Use some interactive
features of social media
• Visit more & maker
minimal profiles
• Passive voyeurs
• Don’t use social media
Social Technographics Ladder
Josh Bernoff, Forrester Research

17. SAMPLE AUDIENCE SURVEY
How often do you use the following, either personally or professionally?

18. SAMPLE AUDIENCE SURVEY CONT’D

19. BARRIERS TO SUCCESS — IGNORE CAPACITY
 You don’t have sufficient staff
resources
 The challenge here is that if your
organization only has one or two
employees dedicated to online, this
diverse set of skills may not exist entirely
in-house.
 Solution: Be honest with yourself as
to the diversity and quality of skills
you currently possess and identify
key gaps that you will need to fill
either internally or with a partner.

20. BARRIER TO SUCCESS — IGNORE ORGANIZATIONAL
STRUCTURE: MOST COMMON STRUCTURES:
Centralized — have an easier time setting
goals and making decisions/plan – clear
hierarchy & system for approval
Decentralized—more likely to represent
more of the organizational’s priorities —
no hierarchy or system for approval
Hybrid— more structure than
Decentralized, but not as clear as
Centralized
* Charts and data from “The Secret of Online Success: Why Structure
Matters,” published 2007 by Convio

21. SOCIAL MEDIA POLICY
From Education Minnesota,
Adapted from U.S. Air Force

22. EFFECTIVE SOCIAL MEDIA EXPERIMENTS
EXCELLENT PRACTICES FOR SETTING UP SOCIAL MEDIA EXPERIMENTS
BY JOHN KENYON
1. Start with a plan that includes:
• WHAT you plan to do - YouTube Channel? Facebook Cause? - Tool(s)
• WHO you are trying to reach – Audience
• WHAT you want them to know/learn/do – Message
• HOW you will measure progress/success – Results
2. Investigate before you leap - Research excellent practices and advice
• Review resources online and learn from others experiences. Get to know the tool(s) you
will use and review examples of what other nonprofits are doing.
3. Leap!
• Gather your content and put it up. Spread the word through all of your current available
channels about the experiment and ask others to comment.

23. EFFECTIVE SOCIAL MEDIA EXPERIMENTS
~ continued ~
4. Review
• Regularly review the progress you are having. The plan you made before you began
should include benchmarks, i.e., "2,000 Fans on Facebook within 6 months". Monitor your
progress, including comments and others behavior around your experiment.
5. Modify
• Based on the results you see, modify your experiment based on data. If you are getting
lots of fans on Facebook but few enewsletter subscriptions, how can you better highlight
your enewsletter and encourage signups on your Facebook page?
6. Start small and grow
• Begin with a small experiment, like a page on Facebook or channel on YouTube. Once
you are happy with the content and results, consider adding on more - including inks to
your page or videos on your website, in emails, even in print publications.
7. Evaluate
• Based on your original plan and results, evaluate your progress. This needn't be a
pass/fail kind of evaluation, more of one that assesses progress. If you got 500 fans on
Facebook and 100 you already knew, that's 400 new potential supporters that know of
your organization, there is a real value to that.