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S o c ia l M e d ia 2 0 1
What Else Can You Do?
May 2012


Kevin Martone
Technology Program Manager
Grinspoon Institute for Jewish Philanthropy
kevin@hgf.org
900 Million Monthly Users Can’t All Be Wrong

FACEBOOK
From Carie Lewis, Humane Society of the US (@cariegrls)
What Will People Actually See?

 The following determine how likely the people
  who Like your Page will see a post:
  » Recency – Posts within the last few hours are
    more likely to be Top News
  » Relevancy – If the user Likes, comments on, or
    Shares your Posts (or if they simply return to your
    Page), your posts are more likely to be in their Top
    News
  » Resonance – If a post gets a large number of
    comments, Likes, and Shares overall it is more
    likely to be Top News
Ask Questions
Questions for Your Social Presence?
 It’s Teacher Appreciation Week! Thanks to all of our dedicated
  teachers at <School Name>. What teacher made a great impact
  on you when you were in school?
 What is your favorite book to read with your children?
 Happy Memorial Day! What book are you planning to bring with
  you to the beach this summer?
 What is your child’s favorite subject here at <School Name>? Is it
  your favorite, too?
 Children can be picky eaters. Any easy kid-friendly dishes your
  kids will eat?
 What fun family activity do you have planned for the weekend?
 Welcome back to school! Where did you travel this summer?


 NOW YOUR IDEAS!!
Ask for Likes and Shares
Ask People to Respond!
                               d
               Can yo u respon
                               s    Phone?
               to my  question
                           k?
                on Faceboo          Email?



                              Exercise:
                               Identify 5 people in your
                                Community to respond
                                to your questions
Contests
Make It Easy for People to Act
Plan Your Content
                        Week Days Monday                   Tuesday   Wednesday Thursday                 Friday      Weekend
                        Month         January                                                                        
                                                                                                                                Focus: Promote new
             Week of:                                                                                                           sign-ups
                                      Smith Family                                  Status Tag Event                FB Posts    Theme: Personal
Legend:      Jan. 1                   Profile                                       on JCC Pg                       this wk     Stories
                                                                     Video of                                       FB Posts 
                                      JCC Reading
eNewsletter Jan. 8                                                   Event                                          this wk     Keywords:
Facebook -                            Send link to sign-                                                            FB Posts    Events: Readings at
Wall        Jan. 15                   up for PJ                                                                     this wk     JCC
Facebook -                                                                                                          FB Posts 
Update      Jan. 22                                                                                                 this wk
Facebook 
Collab                  Month         February                                                                       
                                                                                                                                Focus: Love the PJ
Video        Week of:                                                                                                           Library!
                                                                     What do you 
                                      Promote Feb.                   love about                                     FB Posts    Theme: Love of Books,
Blog         Feb. 1                   Readings                       PJ Library?                                    this wk     PJ
                        Status Tag 
                                                           JCC 
Print                   Event on                                                                        Video of    FB Posts 
                                                           Reading
Newsletter   Feb. 8     JCC Pg                                                                          Event       this wk     Keywords:
                                                                                                                    FB Posts    Events: Readings at
Twitter      Feb. 15                                                                                                this wk     JCC
                                                                                                                    FB Posts 
PR           Feb. 22                                                                                                this wk
Events                  Month         March                                                                          
             Week of:                                                                                                           Focus: Passover
                                                                                                                    FB Posts 
             Mar. 1                                                                                                 this wk     Theme: Passover
                                                                                                                    FB Posts 
             Mar. 8                                                                                                 this wk     Keywords:
                                                                                                                    FB Posts    Events: Various
Schedule Content
Connect FB Relationships to the Real World
Cross-Promote!
Status Tagging
New Facebook Page Layout
Cover Photo
Milestones
Pin Content to Top of Page
Highlight Content – Width of Screen
It’s Not Just About What You Had For Breakfast

TWITTER
Twitter Lingo

Tweet           An update on Twitter
Follow/         Determines which tweets will show up in your personal 
Unfollow        twitter feed – who/what you want to read
Followers       People subscribed to receive your tweets
Hashtags (#)    Allows easy searching; global “conversation”
Retweet (RT) Forward other people’s tweets
@ Replies       Send (public) msg directly to user on Twitter
DM (Direct      Send (private) msg directly to user
Messages)
Favorites       “Save” specific tweets as favorites
Block           Block a User from Following your Tweets

July 21, 2009                 Twitter for Nonprofits                 26
Conversation
Sharing Information
Make It Fun!
#TweetChats
Recipes, Fashion, Dream Weddings…So What?

PINTEREST
Share Your Interests Visually
Central Location for Your Organization’s Content

BLOG
Blog
What Goes Viral?
Goals?

   Enrollment
   Increased Awareness
   Event Attendance

                                  2-3
   Build Community
   Donations
                               top ?
   Other?                  UR line
                          YO on
                       are als
                 What ty go
                   priori
What’s YOUR Plan?




 2-3 Priority Goals for YOUR Organization
   » 3 Tactics to help you reach EACH of those goals
Website                                Facebook                                 eNewsletter          Phone
_____________                          _____________                            _____________        _____________
_____________                          _____________                            _____________        _____________
_____________                          _____________                            _____________        _____________
_____________                          _____________                            _____________        _____________
_____________                          _____________                            _____________        _____________


Trad. Newsletter/                                                                                    Blog
                                                     Goal 1______________
Direct Mail                                                                                          _____________
_____________                                                                                        _____________
                                                     Goal 2______________
_____________                                                                                        _____________
_____________                                                                                        _____________
                                                     Goal 3______________
_____________                                                                                        _____________


Events                                   Twitter, Other SM                           In Person       Other
_____________                            _____________                               _____________   _____________
_____________                            _____________                               _____________   _____________
_____________                            _____________                               _____________   _____________
_____________                            _____________                               _____________   _____________
_____________                            _____________                               _____________   _____________
Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)
Go For It!

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Social media-201

  • 1. S o c ia l M e d ia 2 0 1 What Else Can You Do? May 2012 Kevin Martone Technology Program Manager Grinspoon Institute for Jewish Philanthropy kevin@hgf.org
  • 2. 900 Million Monthly Users Can’t All Be Wrong FACEBOOK
  • 3. From Carie Lewis, Humane Society of the US (@cariegrls)
  • 4. What Will People Actually See?  The following determine how likely the people who Like your Page will see a post: » Recency – Posts within the last few hours are more likely to be Top News » Relevancy – If the user Likes, comments on, or Shares your Posts (or if they simply return to your Page), your posts are more likely to be in their Top News » Resonance – If a post gets a large number of comments, Likes, and Shares overall it is more likely to be Top News
  • 6. Questions for Your Social Presence?  It’s Teacher Appreciation Week! Thanks to all of our dedicated teachers at <School Name>. What teacher made a great impact on you when you were in school?  What is your favorite book to read with your children?  Happy Memorial Day! What book are you planning to bring with you to the beach this summer?  What is your child’s favorite subject here at <School Name>? Is it your favorite, too?  Children can be picky eaters. Any easy kid-friendly dishes your kids will eat?  What fun family activity do you have planned for the weekend?  Welcome back to school! Where did you travel this summer?  NOW YOUR IDEAS!!
  • 7. Ask for Likes and Shares
  • 8. Ask People to Respond! d Can yo u respon s  Phone? to my question k? on Faceboo  Email? Exercise:  Identify 5 people in your Community to respond to your questions
  • 10.
  • 11. Make It Easy for People to Act
  • 12. Plan Your Content Week Days Monday Tuesday Wednesday Thursday Friday Weekend Month January           Focus: Promote new Week of: sign-ups Smith Family  Status Tag Event  FB Posts  Theme: Personal Legend: Jan. 1 Profile on JCC Pg this wk Stories Video of  FB Posts  JCC Reading eNewsletter Jan. 8 Event this wk Keywords: Facebook -  Send link to sign- FB Posts  Events: Readings at Wall Jan. 15 up for PJ this wk JCC Facebook -  FB Posts  Update Jan. 22             this wk Facebook  Collab Month February           Focus: Love the PJ Video Week of: Library! What do you  Promote Feb.  love about  FB Posts  Theme: Love of Books, Blog Feb. 1 Readings PJ Library? this wk PJ Status Tag  JCC  Print  Event on  Video of  FB Posts  Reading Newsletter Feb. 8 JCC Pg Event this wk Keywords: FB Posts  Events: Readings at Twitter Feb. 15 this wk JCC FB Posts  PR Feb. 22             this wk Events Month March           Week of: Focus: Passover FB Posts  Mar. 1 this wk Theme: Passover FB Posts  Mar. 8 this wk Keywords: FB Posts  Events: Various
  • 14. Connect FB Relationships to the Real World
  • 15.
  • 16.
  • 22. Pin Content to Top of Page
  • 23. Highlight Content – Width of Screen
  • 24. It’s Not Just About What You Had For Breakfast TWITTER
  • 25.
  • 26. Twitter Lingo Tweet An update on Twitter Follow/  Determines which tweets will show up in your personal  Unfollow twitter feed – who/what you want to read Followers People subscribed to receive your tweets Hashtags (#) Allows easy searching; global “conversation” Retweet (RT) Forward other people’s tweets @ Replies Send (public) msg directly to user on Twitter DM (Direct  Send (private) msg directly to user Messages) Favorites “Save” specific tweets as favorites Block Block a User from Following your Tweets July 21, 2009 Twitter for Nonprofits 26
  • 31. Recipes, Fashion, Dream Weddings…So What? PINTEREST
  • 33.
  • 34. Central Location for Your Organization’s Content BLOG
  • 35. Blog
  • 37. Goals?  Enrollment  Increased Awareness  Event Attendance 2-3  Build Community  Donations top ?  Other? UR line YO on are als What ty go priori
  • 38. What’s YOUR Plan?  2-3 Priority Goals for YOUR Organization » 3 Tactics to help you reach EACH of those goals
  • 39. Website Facebook eNewsletter Phone _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ Trad. Newsletter/ Blog Goal 1______________ Direct Mail _____________ _____________ _____________ Goal 2______________ _____________ _____________ _____________ _____________ Goal 3______________ _____________ _____________ Events Twitter, Other SM In Person Other _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ _____________ Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)