Creating an Image Through Social Media - International Group Track Animal Care Expo 2013
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Transcript of Creating an Image Through Social Media - International Group Track Animal Care Expo 2013
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Creating an Image Through Social Media
#animalcareexpo
“I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.”
– Posted to our Facebook Page wall, January 2010
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• Best practices for interacting with, and also cultivating supporters
• How to communicate with them in times of crisis
#animalcareexpo
• Getting your message out on social media
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#animalcareexpo
• Everything we do online is tied to advocacy and fundraising
• Our social media program is no exception• There is also a relationship building and customer
service aspect to social media• The program complements and works in conjunction
with our website and email• Take an integrated approach – social media is not a
silver bullet
Goals
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#animalcareexpo
Website Social network
One way communication Two way communication
Content generated in house Content generated by users
Organization’s voice People’s voice
Talking to people Talking with people
Marketing Conversations
Expect information Expect interaction
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Best practices for interacting with, and also cultivating supporters
• Cater to your audience • Every post is a reason to unlike your
page. • Integration• Respond to everyone with a legitimate
question• Be transparent
#animalcareexpo
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Cater to your audience!
#animalcareexpo
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#animalcareexpo
Tell a Story
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#animalcareexpo
Recruit
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#animalcareexpo
Fundraise
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#animalcareexpo
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Remember: Every post, is a reason to hide or unlike your page.
#animalcareexpo
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On the website:
#animalcareexpo
Integration
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On Facebook
#animalcareexpo
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#animalcareexpo
On Twitter:
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#animalcareexpo
Now you have an image…But you need to keep it!
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Part IIThe Dark Side of Social Media
How to Communicate in Times of Crisis
#animalcareexpo
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Crisis is…• Natural or manmade disaster
• PR Problems
• Organized Attacks
#animalcareexpo
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Disasters
Reuniting lost pets
Garnering new supporters
Getting information out
Getting support
#animalcareexpo
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#animalcareexpo
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Overview
• Listening
• Assessing
• Responding
• Moving On
#animalcareexpo
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Who is your online voiceYour online presence, and the
person answering it, is a “face” of your organization –
make sure it’s a good one
#animalcareexpo
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Comments
Personalize – Be human
Tone – Address emotions
Honesty – IDKLFO – I don’t know let me find out!
Answer Everyone – Every post is an opportunity to engage
#animalcareexpo
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Protection
Commenting Policy – have one!
Make your policy known – and fair.
If you delete something, tell your fans and tell them why
Don’t delete because you disagree, only delete if it’s a violation – stay transparent.
#animalcareexpo
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Protection
What’s in a commenting policy?
• Namecalling• Personal attacks• Misinformation • Profanity• Spam• Promoting violence • Photos or videos of animal cruelty
#animalcareexpo
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Acknowledge, Rectify, and Move On
#animalcareexpo
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Haters are going to hate
Not everyone is a hater
Seize Opportunities to Learn & Educate
#animalcareexpo
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Look for Supporters
-Who is supporting you online?
-Acknowledge them, thank them
-Build relationships
#animalcareexpo
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It Happened
#animalcareexpo
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It Will Blow Over
#animalcareexpo
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Good Resources
#animalcareexpo
www.johnhaydon.com
www.bethkanter.org
www.allfacebook.com