World Resources Institute 2020 Communications Curriculum session. In a time of distrust of institutions, YOUR social media presence provides a means to connect with people who seek your expertise and trust your brand. However, first, you need to get (and keep) your audience's attention. Whether you are a passionate advocate for WRI's work, an expert spokesperson for our issues, or a highly competent communicator, this session will highlight current trends, research, and first-hand experience to help you more effectively engage on social media.

1. LAURA LEE DOOLEY
SOCIAL MEDIA IN THE
AGE OF COVID-19
Communications Curriculum 2020

2. IN 2017 …
slideshare.net/lldoolj2/twitter-trump-and-trends

3. IN 2018 …
slideshare.net/lldoolj2/empowering-change-through-social-media

4. IN 2019 …
slideshare.net/lldoolj2/social-media-trends-trust-and-telling-your-story

5. LAURA LEE DOOLEY
SOCIAL MEDIA IN THE
AGE OF COVID-19
Communications Curriculum 2020

6. Social media
is all about relationships,
trust and interaction.

7. Photo Source: Joy Ito / Flickr

8. WRI’S VALUES, BRAND & TRUST
Lisa Ross, DEO Edelman DC, 2018
Clean, neutral,
even, not
compromised,
not partisan

9. 20 YEARS OF EDELMAN TRUST BAROMETER
Source: Edelman Trust Barometer 2019

10. 5 TRUST MEGATRENDS

11. 1. Trust Inequity
42
54 51
57
40
29 32 30
Serves the interests of only the few
Serves the interests of everyone equally and fairly
Government
5 MEGATRENDS
edelman.com/20yearsoftrust
NGOs Business Media
Institutions
seen as unfair
Percent who cite
each as a
reason they trust
or distrust each
institution

12. ■ ■
■
■ ■
■ ■
2. Government Trails Business in Trust
5 MEGATRENDS
edelman.com/20yearsoftrust

13. 3. The Assault on Truth
5 MEGATRENDS
edelman.com/20yearsoftrust

14. 4. Networks of Trust
5 MEGATRENDS
edelman.com/20yearsoftrust

15. 5. The Rise of Fears
5 MEGATRENDS
edelman.com/20yearsoftrust

16. “SPANISH FLU” INFLUENZA PANDEMIC OF 1918
Photo source: National Museum of Health and Medicine

17. Coronavirus COVID-19 (2019-nCoV) - https://bit.ly/3dxqVhJ
DIGITAL
TRANSFORMATION:
SOCIALNOMICS
2019

18. edelman.com/research/edelman-trust-covid-19-demonstrates-essential-role-of-private-sector
–
TRUST AND COVID-19

19. USE OF SM DURING COVID-19 PANDEMIC
•
•
•
•
•
•
•
jamanetwork.com/journals/jama/fullarticle/2763596

20. Photo by Anna Shvets from Pexels

21. Photo credit: Facebook

22. WRI SM GUIDELINES DURING COVID-19
• Review scheduled content
• Respect platform algorithms
• Review ads
• Regularly monitor your channels

23. WHAT CAN STAFF DO DURING COVID-19?
• Update your social profiles
• Build our online community
• Listen
• Respond
• Build “Brand You”

24. TRUST AND BRAND YOU
Experts in the field

25. BUILDING AND SUSTAINING TRUST
Based on Creating Brand Insistence by the Blake Project, 2007

26. In a time of stagnant distrust of institutions, your social
media presence provides a means to connect with the
people who seek your expertise and trust your brand.

27. The best way to market yourself
is to build your brand.
“Your brand is what people say
about you when you are not in
the room.”
JEFF BEZOS, Amazon.com
brandyou.info

28. A personal mission
statement describes what you
do NOW, provides clarity and
gives you a sense of purpose. It
defines who you are and how
you will live.
You cannot change your
destination overnight, but you
can change your direction
overnight.
JIM ROHN, American entrepreneur, author
and motivational speaker
nightingale.com/personal-mission-statement/

29. WRI Values:
• Independence
• Innovation
• Integrity
• Respect
• Urgency
wri.org/about/values

30. Your personal vision
statement outlines what you do
in the FUTURE, guides your life
and provides the direction
necessary to chart your course
and the choices you make about
your career.
What would you like to do?
What does the world need?
What difference are you going to
make?
What would you do if you knew
you couldn't fail?
thebalancecareers.com/create-your-personal-vision-statement-1919208

31. Your personal image is the most
important “YOU” asset that you
own. It is the perception that
people have about you and affects
your success in every aspect of
life.
What is the main thing I am
offering?
What is something unique I have to
offer that others don’t?
What are my strengths?
Do I have a distinct style?
canva.com/learn/personal-branding

32. BUILD YOUR BRAND ON SOCIAL
• Update accounts
• Identify expertise
• Listen
• Connect
• Use apps
• Create
• Curate
• Keep it positive
• Be consistent
• Study influencers
In the Age of COVID-19, be more personable

33. SM FOODIE TIPS DURING COVID-19
•
•
•
•
•
•

34. NEW POWER WORLD
LEVERAGES SOCIAL
MEDIA
Source: Edelman Trust Barometer 2018

36. WELCOME TO THE “NEW POWER” WORLD
New Power: How Power Works in Our Hyperconnected World—and How to Make It Work for You

37. HOW TO CREATE A MOVEMENT
1. Define change you want
to make in the world
2. Win peoples' hearts
3. Build a community of
people.
4. Tell them what to do -
what action do you want
them to take?
5. Maintain their interest.
scottgoodsonsuprising.com

38. HARNESS THE 3 STORMS
1. STORM CREATING
Create a moment around which to galvanize people.
2. STORM CHASING
Taking advantage of the moment and using it to push the
crowd in your direction
3. STORM EMBRACING
When the storm comes to you
thisisnewpower.com/2018/04/18/how-to-build-a-movement

39. NUTS AND BOLTS

42. LISTENING POSTS
FREE
• Social Media
• Google Alerts & Feedly
• Google Trends
• Hashtagify.me
PAID OPTIONS
• Hootsuite Enterprise
• Brandwatch
• Cision (Mansie Hough)

44. AUDIENCE STRATEGY
• Identify the correct audience
– Followers/Fans ≠ Target audience?
– Audience embraces/makes change
– Audience that can break through the noise
• Understand what they need, what inspires
• Understand where to find them
• Build a relationship
• Advocates connecting via events / email / expertise

45. CONNECTING
• People you know
• People you trust
• People who have something to say you want to hear
• People you want to influence

46. BUILD A COMMUNITY OF PEOPLE/ORGS
thisisnewpower.com/2018/04/06/new-power-compass | quiz.thisisnewpower.com
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
●
● ●
●
●
●
●
●
●
●
●
●
●

47. 1.
Listen &
Organize
2.
Identify &
Analyze
Audience
3.
CREATE &
CURATE
CONTENT
4.
Share
5.
Engage
6.
Measure

48. MADE TO STICK → MADE TO SPREAD
thisisnewpower.com/2018/04/05/ace
ACTIONABLE CONNECTED EXTENSIBLE

49. SHARED SOCIAL CONTENT – “STEER-C”
• Short
• Timely
• Emotional / Entertaining
• Educational
• Relevant
• Call to Action

50. VIDEO STORYTELLING
The Great Big Story stress test:
• SURPRISING – it is unexpected?
• CURIOUS – do you want to learn more?
• EVOCATIVE – Do you feel a certain way?
• BUZZ – Will you encourage others to watch?
www.greatbigstory.com

51. PAID (WORK WITH ROCIO LOWER!)
• FACEBOOK ADS – best engagement
• TWITTER ADS – lots of likes, not so many clicks
• LINKEDIN – expensive
• INSTAGRAM – potential opportunity
• GOOGLE ADWORDS – non-profit account
• WRI Main Accounts Available for Paid Ads
www.greatbigstory.com

53. SOURCES FOR SHARING
• WRI Google Drive (for partner sharing)
– LOCATION: bit.ly/wrism
– OWNER: WRI Google Account
• Hootsuite
– Collaborate/Review: Laura Lee Dooley
– Enterprise Content Libraries
– Amplify subscribers (50 licenses)
• Asana Social Media Calendar
• Provide lead time for review, loading, sharing

54. POSTING FREQUENCY
• Consistency over frequency
• Quality vs. quantity
• Purpose-driven
– Drive traffic?
– Drive action?
– Drive conversation?
– Drive engagement?

55. DAILY POSTING FREQUENCY (PRE-COVID-19)

56. WORLDRESOURCES INSTAGRAM:
10,000 FOLLOWERS!
•
•
•

57. WHAT NOT TO SHARE
Social media posts should NOT promote
draft research or analysis that has not been
reviewed and approved by Science &
Research and/or your signoff director.
Social Media Policy and Guidelines - bit.ly/kvSZSw

59. COMPLYING CONSUMING SHARING AFFILIATING ADAPTING FUNDING PRODUCING SHAPING
SHARING
AFFILIATING
ADAPTING
FUNDING
PRODUCING
SHAPING
COMPLYING
CONSUMING
MOVE PEOPLE UP THE PARTICIPATION SCALE
thisisnewpower.com/2018/04/18/how-to-build-a-movement
OLD POWER NEW POWER

60. THE JOURNEY OF YOUR AUDIENCE
Source: Hubspot, bit.ly/2jw9AL6

61. Adapted from The United States Air Force Web Posting Response Assessment

63. GETTING THE METRICS RIGHT

64. METRIC PURPOSE
• What is the question you are trying to
answer?
• How does the metric support your goals
and objectives?
• Are you set up to collect the right metric?

65. GOOGLE CAMPAIGN
TRACKING CODE
GUIDELINES - WRISocialMediaGuidelines.doc - http://bit.ly/kvSZSw

66. TRACKING CODE IN GOOGLE ANALYTICS

67. TRACKING SM USERS TO WRI.ORG
0
5,000
10,000
15,000
20,000
25,000
30,000
Oct-18
Nov-18
Dec-18
Jan-19
Feb-19
Mar-19
Apr-19
May-19
Jun-19
Jul-19
Aug-19
Sep-19
Oct-19
Nov-19
Dec-19
Jan-20
Feb-20
Mar-20
Twitter LinkedIn Instagram Facebook

68. HOOTSUITE ENTERPRISE
Hootsuite.com | bit.ly/wridigitaldashboard

69. DIGITAL DASHBOARDS
bit.ly/wridigitaldashboard

70. BRANDWATCH
Brandwatch.com

71. HOW CAN I HELP?
• Content creation and curation
• Hootsuite Enterprise, Amplify, and
Brandwatch access/training
• Campaign design, review, implementation
• Policies, best practices, guidelines,
training, hand-holding
Social Media• When should I contact Laura Lee Dooley?

72. SPECIFICALLY SOCIAL MEDIA CAMPAIGNS
• Design and/or review of campaign content
• Help with messaging
• Asset development
• Curation and sharing of campaign content
• Measuring and reporting on success
Social Media

73. ADD PROJECTS/TASKS TO ASANA.COM
app.asana.com | See DJ Gross for information/training

74. ASANA.COM SOCIAL MEDIA CALENDAR
• Editorial Calendar
• SM Campaigns
• #Hashtag Days
• Spokespeople Events not
on Editorial Calendar
• Livestreams
• Holidays
app.asana.com/0/1167098785015297/board
ASANA Form: bit.ly/39Bfr9E
ASANA Calendar: bit.ly/2xDkJ7g

75. UPCOMING COMMUNICATIONS CURRICULUM
• Tools and Best Practices for Producing Virtual
Meetings at WRI
Friday, April 3, 2:00 EDT
• Digital Marketing 101: What Works & How to
Measure It
Wednesday, April 8, 10:30 EDT

76. ANY QUESTIONS?
youtu.be/rS00xWnqwvI