This is the deck from the We're Not Upworthy training at Netroots Nation 2015 by Beth Becker and Hilary Woodward

1. We’re Not Upworthy:
Social Media for Organizations
With No Money, Time or Resources
Beth Becker
@Spedwybabs
facebook.com/BeckerDigitalStrategies
beth@beckerdigitalstrategies.com
Hilary Woodward
@hcwoodward
facebook.com/jobswithjustice
hilary@jwj.org

2. Today’s Agenda
Overview of Social Media Algorithms
Optimize Social Media Content on a budget
Optimizing your Social Media Work Flow
Resources you can use

3. Meet the Algorithms
Phred the Facebook Concierge

4. Things to Understand About Phred
* Data based on user interactions with past content
* Basic Layers or Screens
- Are they fans who have actually engaged with you?
- Have they engaged with content similar to this?
- Are others engaging this particular piece of content?
- Who in their networks has history with you or this type of conte
* Can be trained!

5. Tom the Facebook Ad Concierge

6. Things to Understand about Tom
* Fraternal twin to Phred
* Similar layers of screens with one added dimension:
- First screen is the targeted demographic

7. Ethel the Twitter Algorithm

8. Things to Understand about Ethel
Not at all related to Phred or Tom
Right now filters things INTO not OUT OF timeline
Still in early stages of development…the jury is out

9. Optimizing Content

10. Optimizing Content for
WHAT’S THE GOAL?
Get people to read something/sign something.
WHAT DO YOU DO?
Post a link.

11. Optimizing Content for
Take time to write your headline.
Did you know you can
change this title and
description?
You can change the
picture too!

12. Optimizing Content for
WHAT’S THE GOAL?
Share your message/make a point/reframe the news.
WHAT DO YOU DO?
Post an image.

13. Optimizing Content for
Make a square
image. Make it big. At
least 500 pixels
wide and tall, but
1200 x 1200 is
better.
Whatever’s down
here may get
cut off.
Including
links in the
text won’t do
you much
good.

14. Optimizing Content for
WHAT’S THE GOAL?
Tell a story to a lot of people.
WHAT DO YOU DO?
Post a video.

15. Optimizing Content for
Make your video
readable.
Mentioning
Organizations
and using
hashtags is still
a good idea on
Facebook.
The link at the
end won’t
get clicked.

16. Optimizing Content for
AND THEN…
1. Watch what’s working for you.
2. Watch what’s working for everyone else.

17. Optimizing Content for
WHAT’S THE GOAL?
Get everyone/anyone
to read/click/take
action.
WHAT DO YOU DO?
Ask them.
Use hashtags
whenever you can.

18. Optimizing Content for
WHAT’S THE GOAL?
Get a specific person
or set of people to
read/click/follow.
WHAT DO YOU DO?
Mention them.
Use the right
shortened links.

19. Optimizing Content for
WHAT’S THE GOAL?
Reframe news/make a
statement.
WHAT DO YOU DO?
Images
(and other tricks)
“Breaking” news
never hurts. People
also LOVE
retweeting facts.

20. Optimizing Content for
1. Tweet early and often.
2. Recycle and RT.
3. Ask for what you want.
4. Include direct images.
5. Use facts.
6. Use the word “BREAKING.”
7. Use hashtags.
8. Mention people.
9. Jump on the bandwagon.
10. Use short links.
10 TRICKS:

21. Optimizing Content for
WHAT’S THE GOAL?
Share your message/make a point/reframe the news.
WHAT DO YOU DO?
Post an image.

22. Optimization of Work Flow
What do you want to say?
Who do you want to talk to?
Who do you want them to repeat it to?
Which platform(s) do they use?
When do you want to be engaging in conversation?
What offline components do you need to be integrating with?
Step 1: Strategy, Strategy, Strategy

23. Optimization of Work Flow
Step 2: Content Calendar

24. Step 3: Curation and Creation
Optimization of Work Flow

25. Optimization of Work Flow
Step 4: Create/Maintain a Social Recipe

26. Optimization of Work Flow
Step 5: Measure, Measure, Measure
Facebook Insights
Twitter Analytics

27. Social Media Resources Worth Your Time
http://bit.ly/worthyresources

28. will copy and paste resources here when we are done