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Social Media 2.0 Image source: http://107.170.40.46/social-media-spotlight-social-media-analytics-twitters-future-removal-of-hashtags/
Emily Goodsteinemily@emilygoodstein.com
Online Marketing Strategist
Jeff Rumjeff@igniteaction.co
Online Marketing Strategist
Agenda
• Deep thoughts• Platform overview & best practices• FAQs• Resources• Questions
Before we jump in…• A note on
examples• These are general
best practices• Social media is a
slow burn
Activity1. What is your local doing well?
2. What do you want to know before you leave?
BESTPRACTICES6
• Organizing is just organizing • High quality interactions are most
important• Be authentic and real• All platforms are not the same• What is the ask• Omnichannel
Why Social?• Cost effective• Reach new/larger audiences• Two way communication• Media interactions• Easy to measure• Fail fast
Writing for Social
• Short (!)• Authentic• Polished
• Timely• Not a press release• Clear call to action
Audience Mapping
Case Study: #TodayWeUniteDFW
Bring the IRL… URL
Facebook likes Facebook; algorithm
Images with text overlay, images with links in the captions
Take advantage of banner real estate
Image source: http://venturebeat.com/2013/08/18/facebook-zuckerberg-wall-vulnerability/
More on Facebook• Create an account at
Facebook.com• Choose “organization”• Aim to post once a day
(can be scheduled)• “Like” partner
organizations• Mix of content
Types of Facebook Content
• Video – Including Facebook
Live• Photos• Photo Albums• Links• Questions• Status Update• Shared Content
Facebook Ads & Targeting• The majority of
people using social media are using FB
• Tag individuals whenever possible
• Content must be boosted to be seen widely
More on $ and Facebook• Facebook is a business• Think about ROI• The broader the audience, the less
expensive the ads• The more you understand your audience,
the more niche targeting you can do
Orgs Doing FB Well
● California Labor Federation● Water is Life● National Domestic Violence Hotline● AFGE
Create lists of people you want to engage with
TwitterOptimize the Twitter bio
Hashtags are important and can be hijacked
More on Twitter• High volume tool• Schedule Tweets• Build a following
through interactions, sponsored Tweets, multichannel
• Use short links
Types of Twitter Content
• Questions• Photos (important)• Hashtags• Links
• Retweets• Responses• Requests
Hashtags• Searchable, clickable• New followers• Lend validity• HTs to follow: #1u, #p2,
#unionmember• Two per Tweet• FB and Instagram
Orgs Doing Twitter Well• AFSCME Council 5• Girl Rising• TWU • American Red Cross
Use hashtags here too!Make your constituents “the star”
Image source: http://instagram.com/nike
Instagram Suggestions• Experiment with Instagram stories• Consider an Instagram takeover• Remember: captions aren’t clickable
– #LinkInBio is the suggested workaround• Aim for 1+ posts a day
Orgs Doing Instagram Well• Paris Opera Ballet• Share the Meal• AFLCIO• Charity:Water• Make-A-Wish
Present a polished but fun image
Snapchat
Image source: http://instagram.com/nike
Make sure your audience is using Snap
Snapchat Suggestions• Check to be sure your audience is on
SnapChat• Consider member content for a more
personal touch• Keep videos short• Create a custom filter for events
Orgs Doing Snapchat Well
• Service Works• Ocean Conservancy• Bank of Ireland• United Nations
Content Calendar
ActivityDate Facebook Instagram Twitter Email Notes
October 2 Photo from convention
Retweet @transportworker, photo from convention
October 3 Member takeover
Photo from Convention
Retweet @transportworker
Save the date for member meeting
October 4 Save the date for member meeting
Member takeover
Save the date for member meeting
• Beth Kanter’s Pinterest Page
• Non-Profit Technology Network
• Which Test Won• NPEngage Blog
• M + R Benchmark study
• Wellstone Action• AFLCIO #1uDigital
Trainings• Ignite blog
Resources
Questions?
Emily Goodsteinemily@emilygoodstein.com
Jeff Rumjeff@igniteaction.co
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