A class taught for by Mark Graban for non-profits participating in The Big Give SA, April 10, 2015.

1. Being a Good Social Citizen:
Engaging and Building a Community
through Twitter and LinkedIn
(and a bit on Email Marketing)
Mark Graban
www.twitter.com/MarkGraban
www.linkedin.com/in/mgraban

2. To Access Slides
• I’ve scheduled a tweet with a link on my feed:
– @MarkGraban
– #BigGiveSA

4. What Are Your Goals?
• Why use Twitter?
• Why use LinkedIn?

5. Creating Twitter Headers

6. Twitter Headers
iPhone iPad

7. Twitter Headers – Canva.com

8. Great Examples

9. Be Careful With Mobile
80% of Twitter users are accessing via mobile
60% of online traffic (in general) is mobile/tablet?
For KaiNexus it’s 75/20/5 desktop/mobile/tablet

10. The Sharing Economy
• Share what you
say, what you
do, what you
read/watch
– OK to show
personality,
“behind the
scenes”

11. The Sharing Economy
• Make it easy for
people to social share
from your websites

12. What to Share
• Don’t make every tweet a call for
donations or volunteers
• Don’t be repetitive
• Don’t make it all about you

13. How Much Self Promotion?
• 4:1:1
– 4 items of content from others
– “1 retweet for every self-serving update”
• 555+
– 5 updates about you and your content
– 5 updates about others
– 5 responses
– + miscellaneous (like #FF)
• Rule of Thirds
– 1/3 about you and your content
– 1/3 sharing content about others
– 1/3 personal interactions “to build your brand”
• 20 to 1 Rule?
– Marketing “deposits to withdrawals”
https://blog.bufferapp.com/self-promotion-in-social-media

14. Share About Others
• Share stories about other
organizations
(pay it forward)
• Share news stories that are
relevant and interesting
• Batz:
– Share content from other
patient safety organizations
– Share news stories about
healthcare quality, etc.

15. Other Things to Avoid
(My Opinion)
• Don’t use services that auto-tweet spam
• Don’t beg for RTs (Please RT!)
– These tweets don’t get more RTs (look and see)

16. Other Things to Avoid
(My Opinion)
• Don’t use too many
hashtags in a tweet
• If you’re the only one
using a hashtag, should
you be using it?
https://blog.bufferapp.com/a-scientific-guide-to-hashtags-which-ones-work-
when-and-how-many

17. Other Things to Avoid
(My Opinion)
• There’s no need to thank everybody for a RT
– If you do, use an “@” at the start

18. Other Things to Avoid
(My Opinion)
• Don’t only RT tweets about yourself or your org.
• Don’t RT every single mention of you or your org.

19. Good Interactions
• Do look at your
“mentions” and respond
to people as appropriate
• If you put a reply with a
“.” or character in front of
it, it shows in your main
feed

20. Retweets
• Better to use the “native” RT functionality, not
the old approach?

21. Retweets
• New “RT with comments” (“Quote Tweet”)

22. Link Shortening
• Used to be a good idea… not any more

23. Twitter Native Link Shortening

24. Saving Time With Twitter - Lists

25. Saving Time With Twitter - Lists

26. Saving Time – SocialOomph

27. Saving Time – SocialOomph

28. Scheduling Tweets – BufferApp.com

29. Scheduling Tweets – BufferApp.com

30. Scheduling Tweets – BufferApp.com

31. Best & Worst Times to Share
http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic

32. Using Images
http://blog.hubspot.com/marketing/best-times-post-pin-tweet-social-media-infographic

33. Great Examples

34. ShareAsImage.com

35. Using Images from the Internet
• It’s best and safest to use your own images
• An image being online does NOT mean it’s fair game for use
(even by a non-profit)
• “Fair Use”?
– “for purposes such as criticism, comment, news reporting,
teaching (including multiple copies for classroom use),
scholarship, or research…”
– “Assume every image you find is copyrighted”
• Posting a copyright notice is NOT required
– “Attribution does not make it right”
http://lifehacker.com/5992419/the-best-ways-to-be-sure-youre-legally-using-online-photos

36. Free / Cheap Image Sources
Free / Cheap
• Morguefile
– All images are free
• Flickr
– Some images are free
• Canva
– Lots of good images for $1
Pricey
• iStockPhoto
• Getty Images
• “Stock photo” sites

37. Morguefile
• Free to use
• Don’t need to attribute
• Quality can be spotty
http://www.morguefile.com/
“hospital patient”

38. Flickr
• Can be better quality
• Not all images are usable
• Need to check out
“Creative Commons”
license details
https://www.flickr.com/
“hospital patient”

39. Flickr
• Need to check out
“Creative Commons”
license details
https://www.flickr.com/
“hospital patient”

40. Canva
• A bit of a “hack” to use
them for stock photos
• Can be better quality
• Images are $1 each
https://www.canva.com/

41. Canva
https://www.canva.com/

42. LinkedIn Tips
• Regular LinkedIn accounts are for individuals
• You can and should set up a “company page”

43. Company Page
• “Update” = a
tweet, basically

44. Personal LinkedIn Updates & Posts
Like a tweet Like a blog post

45. LinkedIn Posts
• Use a compelling image
• Don’t publish a short update
• Write a catchy headline
• Appear in people’s feed or
“LinkedIn Pulse”

46. “Catchy” (Viral?) Headlines

47. 9 Headlines That Will Make You Want to
Click and (Maybe) Read
• 12 Things Truly Confident People Do Differently
• Work-Life Balance is Bogus!
• How a Bad Hire Taught Me This Crucial Lesson
• Everyone Told Me Not to Become a Heart Surgeon. I Did It
Anyway.
• 6 Authentic Leadership Tips For Overcoming Your Fears
• What Is the Secret to Employee Engagement?
• The One Sentence Innovative Leaders Should Fear
• Whatever You Do, Don’t Innovate
• Dear Recruiter, we are not potatoes.

48. 7 Headlines You’re Likely To Ignore
• Words of Power
• Sustainability and Soul in Higher Education
• The Digital Money Age
• Being Kind vs. Being a Pushover
• Internship recruitment processes hurt students and
companies
• Expect MOOCs to Get More Personal
• Raising a World Changer

49. Headline Tips from Hubspot
• Spend more time on headlines than you think (half the time it takes
to write the article)
• 6 words or max 65 characters
• Ask a question
• “Use interesting adjectives”
– Effortless, incredible, essential, unique, fun
• Use negative wording
– No, without, stop
• Use numbers (use the digits)
• Be specific (not “What We Know and What We Don’t Know”)
http://blog.hubspot.com/marketing/headline-writing-tips

50. Their Formula

51. Don’t Do This on LinkedIn
• A sure path to annoying people:
1. Ask them to connect
2. Immediately try to sell them something
• Don’t “spam” people
– Through messages
– Through their email addresses

52. Say No to SPAM
• “Unsolicited Commercial Email”
• “CAN-SPAM Act of 2003”
• Don’t buy email addresses
• “There are no restrictions against a company emailing
existing customers or anyone who has inquired about
its products or services, even if these individuals have
not given permission, as these messages are classified
as "relationship" messages under CAN-SPAM.”

53. Email Marketing
• This is legal and can be good
• People who have opted in to receive emails
– Good idea even with an existing business relationship
• Use good email marketing practices
– CAN-SPAM Act Law says:
• A visible and operable unsubscribe mechanism is present in all
emails
• Consumer opt-out requests are honored within 10 business days
• No deceptive subject lines, etc.
• Include a physical mailing address
– Better: An EASY unsubscribe (single click)

54. LinkedIn Groups
• Join relevant Groups
• Participate in discussions
(leave thoughtful
comments that add to the
discussion)
– Don’t be promotional…
you’ll get noticed by
having good things to say
• Don’t “spam” the groups
(post links sparingly)

55. Q&A / Contact Info
• www.MarkGraban.com
• www.HCkaizen.com
• mark@markgraban.com
• Twitter @MarkGraban