This document summarizes a presentation on enhancing social media PR. The presentation covered various social media strategies and best practices, including having conversations on social media, developing a strategy and content plan, creating and sharing quality content, using design principles for different social media platforms, analyzing social media analytics, promoting content across mobile platforms, and where to find journalists online. The presenter provided tips and examples for effectively using platforms like Facebook, Twitter, YouTube, blogs and Pinterest for organizations.
1. Ways to
enhance your
social media
PRSA of Puget Sound
‘Connecting for a Cause’
Nonprofit Seminar
9/25/2012
Suna Gurol
Lead Web/Social Media Producer
Fred Hutchinson Cancer Research
Center
2. Agenda
Conversations
Strategy
Content planning
Content
Design
SEO
Analytics
Mobile
Promotion
Where are journalists
Useful links
Questions?
15. Why have a plan?
Youdon‟t really
need one…
unless you want
to be able to
show that your
work means
something.
16. Simple strategy
Do a baseline comparative
analysis of your peers
Identify target audiences
(donors, job seekers, people
interested in your mission)
Strategic direction (that‟s
communicating your mission)
Goals – objectives & tactics
to help with the mission
17. Goals
Mission: Goal should tie
directly in to the mission
of the organization.
Simple goals:
We will post at least four
times a week
comment on another
blog two times a month
have 2000 subscribers
by end of year
aim to have 10 donors
or volunteers as a direct
result of the blog
22. Gathering information - Attend
relevant internal meetings
Bi-weekly meetings with
social media team
Media planning meeting
Groups around the
organization –
Development, Community
Relations, Media Team,
Writer‟s monthly meeting
TTD – quarterly meetings
with people who do social
media
23. Offer training
Make
yourself
available for
simple social
media
training and
strategizing
Training
materials are
helpful
24. Make yourself available and
you‟ll hear about the social
media-worthy info
„socialmedia@fhcrc.org‟ email address
Available for design, setup
Listserv group
Be responsive to internal requests
Explain why not running with an idea (you
are the expert)
25. Be involved outside of your
organization
Social Media Club
Social Media Breakfasts
Content Strategy meetup
Reference
Smart Brief on Social Media
Social Media Examiner
Social Media Marketing for Nonprofits
LinkedIN groups
Continued education
UW Master in Communication in Digital Media
Social Media certificate
27. Post great content
What people want to hear
Success stories
Communicating your
value / beliefs / mission
People-oriented stories
Human voice – ducks,
photo of airplane, kids
Photos
Video
28. Frequency
Can post more –
used to be 1-2x day, now 3-5 okay on
Facebook
5-10x day Twitter
Depends on the industry for YouTube,
Pinterest, LinkedIN.
29. Facebook Timeline
- loves and meh
Loves
Images! – cover photos, photos
Videos
Meh
Links
Status updates
Questions
Pinning to top and highlighting a
post
Reposts
32. Twitter tips
Do not co-post to both Twitter and Facebook
125 characters: Try to make posts 125 characters,
to encourage comments and retweets
Position Your Links: Experiment with putting the
links in the middle of the tweet, rather than at the
end.
Clean out useless follows. Follow other peer
organizations, partners, news organizations, major
companies
Mindfulness: Check on tweets throughout the day.
Use hashtags and mentions strategically.
33. YouTube
Nonprofit program
Overlay
Design – Can use a image map to add in links
Annotations
Listed on the Nonprofits videos page:
http://www.youtube.com/activism
SEO
Describe your video with words your supporters
use, not Board marketing speak
Add in your url in the description – it‟s clickable
and the first thing people see
34. Wikipedia
Awesome SEO – often 1,2,3 link in search
results
Another web presence … for free!
Anyone can edit – so needs to be
monitored regularly.
Won‟t allow for what it sees as marketing-
speech
Can be a bit of a morass
35. Blog
Design
Have a mission statement
Frequency – At least 1x week. Shorter
posts, more topical to news of today.
Writers – add more
Reporters - Let them know about your
blog.
Enhanced content – videos, slideshow,
photos
36. Pinterest
Communications – Create pin boards of
related photos, infographics.
Fundraising
Auction items for Events – can add in the $
symbol and the amount
Events general - Create a Pinterest board for
every event with images.
Cause marketing – Add a Pinterest button to
a Cause marketing product so people can
share the photo of the product on their
boards.
37. Others
Google hangouts – actually very cool for
meetings
Google handouts on air – actually really
cool for online panels, interviews
Yelp – Everybody uses it
Flickr – Still viable
StumbleUpon – new design!
MySpace! - new design!
38. Tales of woe
Twitter: CNN reporter
LinkedIN: Change in
title – whoops!
Facebook:
Photos to wrong group
– haha!
F-bomb on company
page – eek!
40. Facebook Design
Change out cover image regularly
Design app tabs to match your brand
Use your logo and color for profile picture
Add in messaging on cover image… but no
direct ask
50. SEO
“Search is the connection between intent
and content”- Bill Barnes, Mediative
SEO is completely tied to social
You can‟t game the system
Important to tie your website to social
Google Penguin update – more
emphasis on how you are doing in
social circles than in inbound links
51. Content is Queen for SEO
High quality content is key
Ask your readers what they are interested in
from you. Chances are these are things that
they are searching on.
Check to see what people are
commenting on and retweeting
For enewsletters, see what people are
clicking on
Do a user survey -- Survey Monkey,
Facebook questions
53. Basic Analytics
Which stories are the most liked &
retweeted?
What content leads to increased
donations?
What social media campaign increased
volunteer sign-ups?
What images, pages gets the most clicks?
55. Facebook insights
Engaged Users – number of people who
have clicked on your post.
Reach – the number of people who have
seen your post
Talking about this – likes, comments or
shares
Virality – the math. Number of people
talking about the post, divided by the
number who have seen the post.
59. Mobile
How many have a mobile device here /
now? (How many have checked
Facebook during my presentation so far?
Don‟t lie.)
Has become the “1st” screen
Add social media links to your mobile
website, if/when you have one.
For timeliness, use mobile phone to post to
your organizations social channels… but
be careful (see aforementioned tales of
woe)
61. Adding your social icons
Email signature
Well, obviously all of your websites –
prominent social media buttons, Facebook
“like”, Google+1
Cross-promote
Enewsletter
Email
Business cards
Intranet or internal communications– all
employees should be following your org
63. What happened in the last
five years?
Lots of people lost their jobs,
especially in news.
Tighter budgets, more beats
with fewer reporters, fewer
resources at established
papers.
Shorter news cycle, tighter
deadlines.
Less is more…
66. Where are the reporters?
Journalists are all on social!
A study in 2011 said that over half Canadian
journalists had been pitched to via social
networks.
Be friends / LinkedIN contacts with your
journalist contacts
Understand the journalist and the news angle
Read outlets and journals, follow
conversations, follow the source
67. Citizen journalists
Anyone can be a
Citizen
journalist for good
Journalist
or for worse
Potential for viral Content is
news stories sharable
Publish
cycle is Hard to be first
fast
69. A Few Useful references
Topsy – good social search
Friendfeed – allows you to search for old tweets
(yay)
Tweet grader – tells you how influential you are.
Sparkwise for analytics - http://sparkwi.se/
Social Media Sizer cheat sheet: for design of
social media channels.
http://ijustdid.org/2012/06/social-media-size-
cheat-sheet/
Social Media Examiner
Smart Brief on Social Media
John Haydon Social Media Marketing for
nonprofits
Google Alerts
71. Contact me
Suna Gurol
Lead Web/Social Media Producer
Fred Hutchinson Cancer Research Center
P: 206/667-1112
E: sgurol@fhcrc.org
T: @SunaG
LN: www.linkedin.com/in/sunagurol
W: http://www.sunagurol.com/
Hinweis der Redaktion
Social channels sort of reveal the very skeleton or DNA of your organization.What you talk about can show what is important. You should care and think about how things work on the web
So we can just talk about what we are interested in, right? It’s all about me meme. Uh, no. Don’t be an egomaniac.
Meant to be a recruiting photo. Instead it elicited fond memories and great stories.
Constant vigilance isn’t always necessary, but it pays to pay attention… especially for any hot-button issuesDon’t be afraid to ban users who are out of line… Often your community will help with that - for example, these comments were marked as spam by supporters and not by us.
Baselin: Review peer organizations and competitorsNote likes, followers, comments, etc. Compare your own company to these results. …Now… make a goal. Strategic direction: Communicate scientific breakthroughs and our life-saving cancer research
Team is myself and the two writers who post to Facebook & Twitter.Other team members include analytics person and designer.
Email the requestor back.
Content is the trees in the forest, the coffee in the cup, the books in the bookstore. Without content there is no blog.
Content posted later in the day bets more likes and shares. Like’s peak at 8pmShare’s at 6pm.
Movie has been under wraps for three years. Finally got permission to put up. Want the world to see it, so I spent $15 to promote it to our friend. Declined to promote it to friend of friends. Found that doesn’t necessarily contribute to our needs – doesn’t result in likes.
Tried to have a “hutch” account, would never approve it for me to make edits. Finally, just made my own account, built page. Which then got completely ripped apart and now has very little content.
Everytime I see a article about social media, it seems to include some exponential number about Pinterest being the most exponentially popular social media channel. A grey banner with the price will be displayed on the upper left corner. Your pin will automatically go into the gifts tab located at the top of the homepage.