Social Media 201: Advanced Tips & Strategies

Susan Chavez

#JLAC11

Objectives

Today we will learn how to:• capitalize on your existing League projects

and expertise to create engaging content• engage with your network to create a real

online community in support of your League’s mission and projects

• identify tools to manage your social networking efforts

Reassess

• What are your goals?• What are your expectations?• Does your plan need revision? (Have

a plan?)• Examined your website?

Your Website

• Foundation– Home base for information about your League

• All social media profiles lead back to it

• First info source about your League to appear in search engine results

• Does not impose limitations found on social media platforms

Your Website

Questions to ask:• Is it easy to navigate?• Is it easy and compelling to read?

– Content– Fonts & text formats

• Is it regularly updated?• Is it easy to connect to your social media

channels?

Your Website

Should have:• About Us information• Easy access to program descriptions

– Short and sweet descriptions

• Button(s) on homepage linking to FB, Twitter, YouTube and/or blog

• Easy to read fonts, colors, design• Compelling images• Contact Us information

Your Website

Bonus points:• “Donate Now” button• Rating from Charity Navigator or other nonprofit

ratings agency• Testimonials• Links to partner/sponsor sites• E-commerce options for cookbook sales

Your Website

• Leverage website, with project information• Create continuity across platforms

– Basic Stats (i.e. who you are, contact info)– Messaging– Content

Creating Community

• Be open!• Post interesting, well-written content• Don’t forget visuals (when appropriate)• Answer questions• Ask questions/show interest in your

community– Conduct polls/surveys

Creating Community

• Thank and recognize donors• Follow partners & sponsors• Thank and recognize partners & sponsors• Thank your followers• Comment on others’ content• Recommend/forward their content

Creating Community

• Follow nonprofits or organizations with expertise in issues you are working on

• Follow your local community– News organizations– Government – Cultural institutions (i.e. museums)

• Follow sister Leagues!

Developing Content

• Your Junior League in the news– Subscription news service– Google news search– Google alerts

• New focus area announcement– Who, what, when, where, why– News/info related to your focus areas– Press releases

Developing Content

• Events– press releases– event reminders– post-event wrap up (i.e. photos, sponsor thank-you,

fundraising results)

• League history– Interesting historical facts

Questions?

Facebook

• Use a fan page– Obtain vanity URL– Do not fragment your intended audience

• Utilize appropriate FB applications– Customize content

• Link back to your website• Update: min. – 2x / week, max. – 1-2 times / day • Allow followers to post comments & content

– Monitor comments & respond

• Consider changing landing page

Case Study: AJLI

Case Study: AJLI

Case Study: AJLI

Case Study: AJLI

Case Study: AJLI

Case Study: AJLI

Case Study: AJLI

How it’s done:• Use available, embedded FB applications

– “Links” to link back to AJLI website– “Events” to provide information for upcoming conferences

• Involver applications– Twitter for Pages– YouTube for Pages

• NetworkedBlogs– connected

• FBML application– Reproduce & link to existing content

Case Study: JL of London

Case Study: JL of London

Case Study: JL of London

Case Study: JL of London

Case Study: JL of London

Case Study: JL of London

How it’s done:• Involver applications

– Twitter for Pages– YouTube for Pages

• FBML– Programmes

Questions?

Twitter

• Try to keep name length short• Post at least 3-5 times a day

– Keep message brief– Limit to key details– Limit adjectives

• Link to multimedia content– Include (and shorten) links

• Ask & thank for retweets

Twitter

• Follow key people/organizations– (See slide 9: Creating Community)

• Monitor keywords– Variations of your name– Issue-area related keywords

• Use a Twitter management system• Follow JLs

Twitter

• Use Hashtags– indicates a trending topic, makes search easier

• Designated: #[keyword]

– Use when appropriate• Do not overuse

– Make an effort to use: #FF/#FollowFriday and or #ThankfulThursday

Case Study: AJLI

Case Study: AJLI

How it’s done:• Twitter management tool: HootSuite

– Monitor keywords: • “Junior League”• “#JuniorLeague”

– Monitor comments/questions directed to @JuniorLeague

• Respond and/or provide information

– Track trending topics• use appropriate hashtags

Case Study: AJLI

Case Study: JL of Des Moines

Case Study: JL of Des Moines

How it was done: • 80th Anniversary Twitter campaign

– Developed 80th anniversary hashtag: #JLDM80th

• Historical fact tweets– Campaign began in months leading up to

anniversary celebration

Questions?

Blogging

• Post every 3-4 weeks– Consider commenting on other blog posts– Reproduce content from other sources (with permission &

proper attribution)– Feature guest writer

• Link to new posts on homepage and/or Twitter and/or Facebook– Send multiple tweets about new content

• Consider using Wordpress and/or self-hosting• Use visuals

Case Study: AJLI

Case Study: AJLI

How it’s done:• Consider what’s in the news & what will be in the

news• How does The Junior League fit into the story?• Research• Content development• Review & editing• Photo search & editing• Post

Case Study: JL of Calgary

Case Study: JL of Calgary

How it’s done• Content development

– Newsletter content• Articles written• Newsletter developed• Editorial• Post

Questions?

YouTube

• Create account on YouTube’s nonprofit channel

• Include YouTube player on website & FB page

• Keep it short!– 15 minute maximum video time

• Don’t be afraid of DIY aesthetic

Case Study: AJLI

Case Study: AJLI

• JLTV on www.AJLI.org after site redesign• Video tab on FB page• Content development

– Use existing videos• JL History video• Kids in the Kitchen media highlights reel

– Use of Flip cams for JL member testimonials

Questions?

Measuring ROI

• ROI = Return on Investment

• What does ROI mean for nonprofits? – What does it mean for your Junior League?

Measuring ROI

• Website traffic– Linking back to your website

• Average number of “likes”/ “RTs” / comments

• Increase in inquiries to League HQ• Increased success with media

coverage/placements• Event/fundraiser outcome

Measuring ROI

Measurement methods• Built-in website analytic tool

– Google Analytics

• Facebook fan page analytics• Twitter

– Tweetreach– Twitter Analyzer– Klout

What’s Next?

• Mobilization– Mobile sites

• Browsing on-the-go

– Mobile applications

• Geosocial networking– Location-based services, i.e. Foursquare, Gowalla,

SCVNGR

Questions?

Thank You!

Keep in touch!

Find me at: www.SusanChavez.com

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