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How To Get Started Integrating Social Media Into Your Online
Communications Strategy
March 3, 2010
Danielle HatchettSocial Media Manager, AFL-CIO
Facebook: www.facebook.com/aflcioTwitter: www.twitter.com/aflcio
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Social Media: Growing Fast 3 out of 4 Americans use social technology 1 in 3 online Americans post to social networks at
least once a week Users spend at least 5hrs and 30 min per month on
average on social networking sites 99% of social media users believe organizations
should have a presence in social media 37% of internet users aged 18-29 use blogs or social
networking sites as a venue for political or civic involvement compared to: 17% of online 30-49 year olds 12% of 50-64 year olds 10% of internet users over 65
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Social Media: Growing Fast Provides additional platforms to spread your
message; reach a new audience Plug your cause, raise awareness about an
issue, spread the word, and update your network
Allows opportunity for instant feedback from your constituents; tap into word of mouth.
Connect with influentials (i.e. bloggers, policymakers, press, advocacy organizers and people with large networks)
Provides organizing opportunities (Help for Haiti)
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Developing A Social Media Strategy
Do some research and find out where your existing audience is
Spend some time listening to the conversation
Create a campaign around the launch of new social media platforms
Produce engaging content
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Questions We Asked (or wish we had asked!) Before Getting Started
Who will manage the site? Who can post items to the site? What kinds of items are appropriate for the site? Are we prepared to let go of control of our brand just a
little? How does engaging users via social media integrate
with our overall communications/marketing strategy? How will we measure success or failure? (views,
number of followers/subscribers, comments)
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AFL-CIO Social Media Tools Blog: http://www.blog.aflcio.org
Facebook: http://www.facebook.com/aflcio
Twitter: http://www.twitter.com/aflcio
YouTube: http://www.youtube.com/user/aflcionow
Flickr: http://www.flickr.com/photos/labor2008
Ustream: (live broadcasts)- http://www.ustream.tv/user/aflcionow
Digg-”Digg this” button next to blog posts
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Getting Started With Twitter
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What is Twitter? Social networking and microblogging
service that allows you to answer the question, “What are you doing?”
Combination of various forms of communication like e-mail, instant messenger, blogs, and RSS feeds. Difference is that posts, or tweets, are restricted to 140 characters or less.
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What Is Twitter? Evolved from simply answering the
question, “What are you doing?” into Shared links to interesting content on the
web Conversations around hot topics Shared photos, videos, music Most importantly real time accounts from
people who are in midst of a newsworthy event (like a convention or conference), crisis or natural disaster
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Twitter Statistics
Twitter has 1.5 million active users with a median age of 31.
In October 2009, users sent 26 million tweets per day, up from 2.4 million tweets in January 2009.
Tuesday is the most active day for tweeting, followed by Wednesday and then Friday
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Getting Started Brand Yourself
Claim your Twitter handle (i.e. twitter.com/aflcio)
Choose a photo or logo
Create your background
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What do I tweet about? Share news or events from your union
(rallies, conferences, meetings, trainings – anything you promote via traditional means. Difference is you only have 140 characters)
Automatically share your blog posts (www.twitterfeed.com)
Links to relevant news stories around the web (www.bitly.com)
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Twitter Terminology Jargon
Tweets – 140 character updates on Twitter Follower-people who are interested in your updates
and “follow” you Direct Message (DM)-private message from one
Twitter user to another. Can only be sent when you are following each other
Symbols @ - referring to another Twitter user (@cwaunion
means I’m speaking directly to or about them) RT- retweeting is is when you share the tweet of one
user with all of your Twitter followers. # - hashtags are community driven naming convention
to help spread information while also organizing it.
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Hashtags (www.hashtag.org) A community driven naming convention on Twitter to
help spread information while also organizing it. Favorite tool of conferences and event organizers If everyone agrees to add a certain hashtag after their
tweet, it becomes easier to find that topic in search (search.twitter.com) #hcr, #health– health care #p2 and #topprog (progressives)
Create your own #aflcio #aflcio09 (convention) #aflciojobs (jobs initiative)
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Retweeting or “RT”
Twitter users share the best links, tweets and gems they find from others they are following
Important to do in order to build community and not just appear to be putting out your own content
Connect with people and let them know you’re there (gain followers!)
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Anatomy of A Tweet
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Anatomy of a Tweet
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Anatomy of a Retweet
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How do I build community? Listening/Retweeting Twitter lists Directories of progressives
Tweet Progress (www.tweetprogress.org) Can also sign up for a Twitter mentor here
Union Twibe (www.twibes.com/group/union) AFL-CIO Blog Post: Social Media: New Tools
Aid In Organizing (list of unions on Twitter)http://blog.aflcio.org/2009/09/29/social-media-new-tools-aid-in-organizing/
People who use #p2 or #topprog hashtags in their tweets
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Integrating Your Social Web Presence Cell phone
Tweet via text messages Use 3rd party applications on your phone to tweet Install Facebook application on your cell
Blogging Twitterfeed to automatically post your blogs to
Twitter (RSS feed) Certain platforms will let you blog from your cell
phone Facebook
Automatically post your Twitter updates to Facebook
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Get your Twitter account started (claim your username)
Brand your profile Listen to the conversation and retweet Connect with people (Find people to
follow) Promote your new social media presence
(e-mail signature, website, blog entries, cross promotion)
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Getting Started With Facebook
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What Is Facebook?
Free online social networking site Connect-build your network; connect
with supporters and other like-minded organizations
Share- spread information about union news and events; share photos, video and other media; start a discussion and get instant feedback from supporters
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Facebook Statistics Facebook is the number one social networking
site with more than 300 million active users The fastest growing demographic are those 35
and older Average user has 130 friends on the site There are more than 45 million status updates
each day More than 10 million users become fans of Pages
each day More than 45 million active user groups exist on
the site
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Facebook Tool Summary
Tool What It Is Function
Pages Website within Facebook
Establish official presence
Groups Communities with similar interests
Network around a common interest
Events Event management tool
Manage event information and invitations
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Facebook Fan Page v. GroupFan Page More appropriate for
businesses, non-profits, organizations, or any entity that has a legal presence and a brand
No limit on number of fans (members)
Can install applications Few privacy controls- block
people AFTER they become a fan
Indexed by Google Announcements are sent as
Facebook updates – not in user’s inboxes
Groups Frequently used for causes,
common interests, and events
Limit of 5,000 members Cannot install applications Not indexed by Google Announcements can be
sent as Facebook messages into user’s inboxes
More privacy controls – can restrict access
Geared toward personal interaction– directly connected with the personal profile of person that administers it
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Facebook Fan Page v. Group Groups are great for organizing on a personal level
and for smaller scale interaction around a cause.
Pages are better for brands, businesses, or labor unions who want to interact with their fans or customers without having them connected to a personal account
Pages allow you to exceed Facebook’s 5,000 friend cap
Encourage your individual supporters to create groups around your causes
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Steps to Create a Facebook Fan Page
To create a Facebook page you first need to create a personal profile at www.facebook.com
Fan pages have to be connected with a personal profile (associated with an e-mail address) www.facebook.com/aflcio2
Log on to http://www.facebook.com/pages/create.php
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Creating a Personal Profile Go to
www.facebook.com. Enter a name, email,
birthday, and an original password.
Click “Sign Up” Confirmation email will
be sent to the email you provided.
Click the attached link in the email.
Your Facebook account is now activated!!
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Creating a Facebook Fan PageTo create a fan page: Go to
facebook.com/pages/create.php and create a new page.
Under category choose Brand, Product, or Organization.
Then choose Non-profit from the pull down arrow
Name your page Click create page
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Creating a Facebook Fan Page Customize your
page (add photo or logo)
Fill out the information under the “Info” tab (year founded, mission – here’s where you can give fans a brief history)
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Creating a Facebook Fan PageSettings
Set limited restriction on who can see page by country and age group
Can also unpublish page if needed
Wall settings – set whether fans can post to your wall
Applications-short descriptions of those that automatically come with page; option to remove
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Add Content to Your Fan Page
Empower your fans by giving them content to share – enable them to be viewed as a resource
Ask questions that inspire discussion and even debate Links to blog posts (can set up to automatically post) Encourage fans to share their relevant content Links to news stories around the web Share content from other affiliates page Spread news about events, rallies, etc. Use event tool to invite people to an organized event
or even to sign a petition or participate in some virtual event
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Integrate Your Social Media Presence
Make your tools work together RSS feed (automatically post your blog feed
on Facebook) Install applications
Twitter stream to post under a tab on your Facebook page
Flickr photos to appear under a tab YouTube videos to automatically post to
Facebook (and Twitter – I favorited a YouTube video)
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AFL-CIO Social Media Group
Communications staff from unions and affiliated organizations sharing resources, successful social media campaigns, strategies, and tools
Working on development of social media training tools that can be distributed to unions
Trainings- Social Media 101 and 102
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Trainings Social Media 101 and 102
Overview – Definitions; importance in communications strategy; usage
stats Questions to consider before making it a part of your
communications strategy Twitter –
How to set up a profile and start tweeting Finding people to connect with Clients you can use to better manage your experience Specific ways to build community
Facebook- Fan page vs. Group? Setting up a fan page Applications you can use to create campaigns Benefits of advertising on Facebook
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Join our Social Media Group Danielle Hatchett
www.facebook.com/aflcio
www.twitter.com/aflcio
www.slideshare.net/aflcio
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Resources How To Use Social Media For Your Union
http://www.aflcio.org/aboutus/upload/socialmedia.pdf SmartBriefs on Social Media Issues
http://www.smartbrief.com/news/socialmedia Frog Loop: Nonprofit Online Marketing Blog
http://www.frogloop.com/socialmedia An Amazing NpTech Social Media Link Buffet: Take Your
Pick! http://beth.typepad.com/beths_blog/2009/07/come-join-the-conversation-on-social-media-and-roi-at-chronicle-and-in-the-comments-here.html
Case Foundation: Ask the Guruhttp://www.ustream.tv/CaseFoundation
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Resources Mashable’s Twitter Guide Book (@mashable)
http://mashable.com/guidebook/twitter/ Twitter Best Practices for Non Profit Organizations
http://www.diosacommunications.com/twitterbestpractices.htm So You Want a Facebook Fan Page for Your NonProfit
Organizationhttp://beth.typepad.com/beths_blog/2009/05/so-you-want-a-facebook-fan-page-.html
Facebook for Nonprofit Beginners: learn the Basics of this Online Social Networking Toolhttp://blog.techsoup.org/node/27
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Resources: Listservs
Progressive Exchangehttp://www.progressiveexchange.org/welcome.htm
Labor Talkhttp://groups.google.com/group/laborcom?hl=en