This document provides guidance on using social media like Twitter and Facebook for the nonprofit AmeriCares. It covers best practices for writing tweets and Facebook updates, including keeping them short, including relevant keywords and calls to action, and linking to shortened URLs. Instructions are given for uploading photos to services like Twitpic and sending Facebook updates to fans. The goal is to effectively engage supporters and drive traffic to AmeriCares' website where people can learn more and take action to support its relief efforts.

1. 0 Social Networking 3.0 Communications Cross-training Penelope Crump Web Communications March 18, 2010

2. Social Networking 3.0 Brown Bag What We’ll Cover How to tweet and facebook for AmeriCares How to write a good tweet and facebook update How to create a mini-web link aka bit.ly url How to upload photos onto Twit pic and facebook

3. AmeriCares on Social Networks Find AmeriCares online community: www.AmeriCares.org/Facebook www.AmeriCares.org/Twitter

5. Available online and on many mobile devices (Blackberry, iPhone)

6. It fosters interactive communications in 140 characters or less

8. Dialog with and gain supporters

9. Enhance public relations efforts – particularly around new media outlets and bloggers

11. Use 125 Characters or Less 1. Character counts include spaces and URLs Followers need enough room to add RT @americares and even a little personal note at the end. Right on, awesome, I love these guys, this is who I donate to - are all things our retweeters like to add to our tweets. Give them room to do it!

12. Include Keywords and Call to Action Twitter Don’t: Our medical director just landed in Haiti where he will help earthquake survivors. Good info, but it doesn’t engage followers. Twitter Do: Our medical director just landed in Haiti to help earthquake survivors. Donate to support our efforts http://bit.ly/cskHAf OR Our medical director just landed in Haiti. Read his report on health risks facing earthquake survivors. http://bit.ly/cskHAf These tweets are good because they have relevant calls to action, keywords “help, Haiti, earthquake, donate” trimmed URL and land on pages from which they can take action.

13. Include impactful links Twitter Don’t: Our medical director just landed in Haiti to help survivors. Watch our earthquake relief video. www.youtube/AmeriCares Not a bad tweet, but … the call to action is not quite relevant the link isn’t trimmed and doesn’t include “http” - followers cannot click on the link without it from many devices the link goes to our YouTube page to watch the video, as opposed to our website where they can take action Twitter Do: Watch AmeriCares in action helping earthquake survivors in Haiti. http://bit.ly/cskHAf Very direct call to action with keywords Direct link to page on AmeriCares.org with Haiti video

14. Have a conversation Tweeting with journalists and celebrities: @morningmika Our medical director just landed in Haiti. Read his earthquake survivor risk report http://bit.ly/cskHAf This is how you want to tweet to celebrities and reporters. You give them some news, but you also give a call to action for their fans and followers to retweet. Dialog: @anncurry(or anyone else tweeting about you) – thanks for the (insert relevant tweet) - shout out, retweet, #followfriday Here’s more info: http://bit.ly/cskHA Thank people. It’s good manners and increases loyalty. You also want to take advantage of any opportunity to drive traffic.

15. How to create short URLs 1. Go to http://bit.ly/ 2. Paste in the entire URL from AmeriCares.org 3. Click on the button that says “shorten” 4. Use the link in your tweets and facebook posts. One link can use up alot of tweet characters, so this is really important.

16. How to upload a twitpic Go to http://www.twitpic.com. Select “upload a photo” 3. Choose image per typical browse process 4. Type in relevant tweet – make it 100 characters to save room for URL 5. Click on “upload” button. It will post automatically 6. Use the link in future tweets and Facebookposts, too

17. How to Tweet, continued Don’t Tweet about what you had for breakfast! Here are some basics: Check out trending topics and comment on them Share observations about current events and interests @ - followed by the username (e.g. @AmeriCares) in your tweet is how you contact or refer to someone Dm @ - in your tweet sends a private message. You both have to be following each other to make that happen # indicates a running conversation topic (e.g. #iranelection, #charitytuesday). Join in by making a comment and #thetopic flag. It also Creates a hotlink to jump to the conversation. RT – indicates a retweet to cascade news to friends & followers Follow Friday #ff – recommendations on who to follow For other tips and twitter basics, follow @Mashable

18. How to Facebook for AmeriCares Go to www.Facebook.com Login

19. It’s really confusing, so pay attention! You will be logged into AmeriCares Nonprofit. You CANNOT perform functions from this page. Go into the search tab and look up AmeriCares. Click ONLY on the one you see highlighted here.

20. Facebook, post an update Compose an update just like a tweet. Use “link” push-pin icon to add a URL 3. Choose thumbnail. Facebook auto-assigns, so be sure to pick the image. You can also choose “no thumbnail” 4. Click on the share button to post

21. Send a Facebook Update This is also tricky. To send an update to our fans’ facebook mailboxes, click on edit page.

22. Send a facebook update, continued Scroll down. Click on “Send an update to fans” on the lower right side.

23. Send a facebook update, continued Compose an update just like a short email. Use a compelling subject line with 35 characters or less. Attach features to add videos and links. Be sure to choose photo, just like when you post an update. Click send to send update.

24. Any questions? Find AmeriCares online community: www.AmeriCares.org/Facebook www.AmeriCares.org/Twitter OR www.facebook.com/AmeriCares www.twitter.com/AmeriCares