social media savvy - uc agriculture & natural resources · contributing to the social media...
Post on 03-Jun-2020
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Social Media SavvyAubrey Bray
Statewide Training Coordinator
Moving target
• Social media changes
• So will UC ANR’s policies about it
What is our social media goal?
• Position the UC Master Garden Program as an industry leader and valuable
resource for credible information
• Increase public awareness, outreach and education
• Develop branding across all social media channels with united messaging
• Create online community of engaged UC Master Gardeners and the public
• Increase number and diversity of UC Master Gardener volunteers
• Share research based home horticulture, pest management and sustainable
landscaping
It All Starts With Content
• Ideally you would have 3-4 volunteers contributing to the Social Media presence, including:
– Blog posts, the foundation of your social presence
– Facebook updates
– Tweets
– Pins
• But, it doesn’t all have to be original content!
Content
• Editorial calendar
with content/topics
produced by
experts,
coordinators,
volunteers etc.
• Repurpose, share
and work together.
Developing Content
• For your blog
– Original articles
– Repurposed traditional media articles
– Break down (and link to) a research paper
– “Tickle file” of seasonal or monthly events
– Uptick in a particular helpline question
Developing Content for your Channels
• Blog posts
• Statewide blog posts
• ANR blog post
• Link to other counties doing exciting things
• Answer a helpline question
• Seasonal reminders
Week in the life
• One blog post
– Generates 2-3 tweets (not exactly the same!)
– A Facebook post
– A pin
• One seasonal tip, or quick reminder
– FB update
– 2 tweets
• Curate the news, encourage interaction
– 1-3 Tweets per topic
Facebook: • 1.15 billion users• 23% of users login at
least 5x per day
Twitter: • 550 million users• Fastest growth 44%
from 2012-2013• 55 – 64 has increased
46% since 2012
Pinterest: • 70 million active users • 2nd largest driver of
trafficwww.socialstrand.com
Platforms
• 35 of 50 UC Master Gardener Programs have a Facebook page, ranging in fan size from 6 - +1900
• Posting schedule: 3 - 4x / week, min. at least 1x / week
• Can have multiple administrators
EdgeRank for FacebookMakes your newsfeed more “relevant”
Determined by:
• Your interaction with a page
• Your friends’ interaction with a page
• Promoted posts/ advertisements
• Can also select “show in newsfeed” option
What that means for pages: your content may only been seen by your fans 20% of the time
Bottom lineIf you provide engaging content that encourages interaction,
your posts will be seen by more people
Engagement vs. Security
• Allow fans to post photos, comments, and links-- the more they interact with you beyond the “like” the better
• Incorrect comments are a great teaching opportunity.• Publish a Netiquette Policy:
Under General Information, you can post: “UC Cooperative Extension Master Gardeners reserve the right to delete off-topic, disrespectful or abusive comments. Solicitations will be deleted immediately. Links to articles or contests that may be of interest to gardeners are allowed.”
Master Gardener Logo NO font
UC Master Gardener Logo w/ NO FONT
Master Gardener Logo NO font
“UC or UCCE Master Gardeners of … ____________ County”
Master Gardener Logo NO font
Education – Website URL –Advice to Grow By … Ask Us
Microblogging platform
Posting schedule: 3 - 4 tweets/day
Seem like a lot?
• Contribute to the Statewide Twitter account
• Participate as an individual
Engaging
#gardenchat participation allowed UC Master Gardeners to insert ourselves into the conversation = increased followers and engagement.
From one #gardenchat “tweet chat”: • 10 RTs • 4 favored• +30 new followers
• Follow industry leaders and media – build a relationship to encourage cross-promotion of UC Ag & natural Resources, UCCE, and the UC Master Gardener Program
#gardenchat Mondays 6pm PST
Remember, you are driving traffic to these sites, do so appropriately
Pinterest Tips
5 low-cost ways to reduce water in your landscape
• To cater to Pinterest make sure to include “pinnable” photos with your original content• Long photos and
infographics have a higher success rate
• Text on the photo itself can help direct people to a photo they wouldn’t ordinarily pin
Morguefile.com
Social Media Audit
• One handle across platforms?
• If you have a presence, are you present?
• Are you cross-promoting or cutting and pasting?
• Who is your audience?
• Are you always on brand?
• Are you giving the content a voice?
Who is talking about you?
• Google alert, google.com/alert
• Social Mention
Leverage the Hashtag
• Use relevant hashtags to join a conversation
• Involve your audience,
– Create and promote a unique hashtag for your event or demonstration garden
– Host a photo challenge
#gardenofthesun
How can we get there?
Training: Build a team to create engaging channels and content
Awareness: Helping people find us!
Branding: Brand consistency across all channels including UC Master Gardener categorizing, logo and messaging
Engaging: Where are UC Master Gardeners? How can we be a part of the conversation? What are people asking?
Content: Repurposing content from each other and sharing across all social channels. • Blogs• Facebook • Twitter • Statewide and county newsletters • Website
We’ve Gone Social!
Like us …• www.Facebook.com/
UCMasterGardenersTweet us …• @UCMasterGardenPin us … • www.Pinterest.com/
UCMasterGarden/
THANK YOU!
QUESTIONS?
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