introduction to social media

Louise McGregor | Fantail Consultancy

Introduction to Social Media (Based on training developed for an NGO)

The big ideas

2Social Media Training | Fantail Consultancy

Why dosocial media?

What is social media?

What are some best practices?

How can I build great content?

What could possibly

go wrong?


A way to communicateFacebookA place to read the newsFull of bad jokesHow young people talk to each otherScary; lots of crazy people out thereToo full of companies selling

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Interactive forms of

media that allow users to

interact with and publish

to each other, generally

by means of the Internet.

Source; wordnik


How do we use Social Media?

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• Publish news• Social care/web care• Marketing• Advertising/Selling• Brand Awareness• Reputation

management• Proving legitimacy

• Contact friends and family

• Watch video• Share photos• Conversation• Share expertise• Organise events• Complain (to

organisations)

Real People Organisations

Social Media Training | Fantail Consultancy

What changes with social media?I have to tell you

something!

Can we chat?

Flickr | GarryKnight Flickr | Mikecogh


Why do social media?

• It’s big

How big?


.31%

web page views via mobile phones( 39% over a year)

We Are Social

Tumblr = fastest growing social network in 2015

We Are Social

Global average time spent on social media

2.4 hours

We Are Social

Internet users onsocial media

70%

We Are Social

Population of Facebook

+ =

We Are Social

2 years

watching youtube non-stop = content uploaded in 1 hour

Realseo.com 2014Jeff Bullas

€ 7.3 billionSpent on ads on social networks

FB messenger+ Wechat+ Whatsapp

> FacebookWe Are Social


Why do social media?

• It’s big, you can reach a lot of people• Closer to audience/ stakeholders

– Direct communication = faster• Opportunity to build reputation

– Share stories that build brand– Communicate in any crisis

• Trust builder when done well


§What could go wrong – and what to do about it

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What could go wrong?

Real event creates issue

Customers/Clients affected

Complaints on Social Media

Picked up by News Media

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• Social media amplifies a real life issue

• Monitor your channels and relevant hashtags

• Respond with agreed messages that are helpful and empathetic


What could go wrong?

• Mistake made in social media, for example;– Wrong account used– Account hacked– Forgot people were watching– Hashtag fail


Wrong Account

KitchenAidUSA tweeted a derogatory tweet about President Obama

• Some tools for twitter let you post to multiple accounts

• Convenient but risky!


Account Hacked

UK Labour Party announced new "policy" via twitter• But link installed

virus• Account had been

“hacked”


Forgot People Were Watching

Post on facebook “venting” about new job before she started• New boss saw it and

revoked job offer.


Trending hashtag

Hashtag FailDid not think

• Close to financial crisis• Angry reaction “when will you all

go to jail?”• Cancelled; “Bad Idea. Back to the

drawing board”

• This hashtag was part of a twitter campaign raising awareness of domestic violence

• Deleted and apologised• Tweeted apology to EVERY angry

tweet

LESSON: Context matters LESSON: Research your hashtag


Repair – two step process

• Apologise• Mean it


Red Cross’ Apology

“We realized our honest mistake (the Tweeter was not drunk) and deleted the above Tweet. We all know that it’s impossible to really delete a tweet like this, so we acknowledged our mistake:In the meantime we found so many of you to be sympathetic and understanding. While we’re a 130 year old humanitarian organization, we’re also made of up human beings. Thanks for not only getting that but for turning our faux pas into something good."


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Flickr | Nick Piggott

Building Great Content


Content Creation

Content you have

What your audience wants

SHARE THIS!!!

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• Begin by thinking about your audience

• Very hard to change their “wants”

• Adjut content to suit audience

• Change format increaseyour shareable content

- shorter- image- infographics- video


Content Layers

Evergreen

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Evergreen or “drumbeat” content, is regular posts that tell your organisation’sstory. Use “international day of”, regular reports, and relevant themes to createa calendar that can stimulate content creation across the organisation.


Content Layers

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Evergreen

Events

Events content is additional content based around the organisation’s events, campaigns or milestones. Large companies scale this up to “Real Time Marketing”, but even small organisations can build out content around events.


Content Layers

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Evergreen

Events

Spontaneous

Spontaneous content, is content created in response to an external event. Forexample, your organisation won an award, or a report is published on a themerelevant for you.


Content Layers

Evergreen

Events

Spontaneous

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One of the highest engaged posts for May, a spontaneous piece of content triggered by hearing about Star Wars Day on the radio that morning.


NGO Best practices

• NGO examples• Greenpeace• IDEO• MSF• Let Toys be Toys

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Flickr | David Luders


Best Practices; Greenpeace

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• Best practice = Highly engaged support base– Aim to shape campaigns– Can stimulute 100,000s of messages

to companies and organisations (eg their KitKat campaign against Nestle)

• Often combined with real life activities

• See social media as a way to share some more positive stories


Best Practices; IDEO

• Best Practice = virtual collaboration with highly skilled experts

• Their aim is to “design an end to poverty”• Principles of user-centred design

Launched July 2015; the A1 lamp, a high quality solar light for less than US$5

“It’s like a chicken. You pay for it once and you get an egg every day”, said one consumer in India.


Best Practices; Let Toys be Toys

• Best practice = Great use of evergreen content

• High frequency– Several tweets per day– Longer FB every 2-3 days

• Very visual• Very responsive


Best Practices; MSF

• Best Practice = Share human stories from doctors and patients

• Campaign and fundraise effectively via social


Let’s connect

Fantail ConsultancyLouise McGregor@changememe

Fantailconsultancy.com
