DiVP - Text 100 Social Media Playbook

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Social Media Playbook Digitalising Volunteerism and Philanthropy (diVP) Initiative September 2011

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1. Social Media PlaybookDigitalising Volunteerism and Philanthropy(diVP) InitiativeSeptember 2011Page |1 2. About the Digitalising Volunteerism andPhilanthropy (diVP) InitiativeThe Digitalising Volunteerism and Philanthropy (diVP) Initiative is designed to provide counsel,hands-on expertise and coaching to help over 200 charities in Singapore become self-sustaining viaonline channels to drive volunteerism and donations. Through training sessions, tutorials and copy-writing assistance, diVP will help all of the SG Gives charities cultivate their social media skills in or-der to become more self-sufficient in the use of these tools and platforms in order to drive fundrais-ing and operations.The diVP initiative is being implemented through the Singapore office of global public relationsagency Text 100, a private sector firm, who will be providing direct technical assistance to all SGGives charities. Text 100 Singapore was awarded a New Initiative Grant (NIG) by the National Volun-teer & Philanthropy Centre (NVPC) to run the diVP initiative in March 2011. Page |2 Copyright Text 100 Singapore 3. Lets Work Hard, Play HarderWhile implementing a social media programme for your organisation may seem like a lot of work, itdoesnt have to be. The reason social media has become so widespread is because it is fun for a lotof people fun to share, fun to learn, fun to connect. Its how humans work.When we put together this social media programme, we envisioned it to be fun as well, and thatshow we hope your social media experience will be. After all, all work and no play is no fun at all. So what can YOU expect from the diVP Initiative? 1) Social Media Playbook a. Self-assessment of social media readiness and skills b. Framework for social media activities c. References and additional reading 2) Weekly e-mail featuring 4-6 social media case studies/best practices from all over the world 3) Monthly e-newsletter featuring strategies, tips and ideas for implementing social media for your organisation 4) Copywriting support for SG Gives online profileWe are also offering between 10 15 hours of individualised social media consultation from Text100 consultants to twenty (20) selected charities. An application to this service is required andcharities will be chosen based on the following criteria: Statement and explanation of need Intermediate level of existing social media usage and able to dedicate at least 3 5 hours a week for social media Social media goals (financial and otherwise) Area of service (Youth/Children; Health; Special Needs; Elderly; Others)Applications for this part of the programme have to be submitted via email to [email protected] application deadline is 14 October and charities for this portion of the programme will be se-lected by 31 October. Page |3 Copyright Text 100 Singapore 4. Social Media 101Page |4 Copyright Text 100 Singapore 5. Meet the PlatformsYou wouldnt be reading this if you dont already know that social media is useful for your organisa-tion. Social media presents an effective way to engage current supporters, discover new ones and,perhaps most importantly, help in fundraising.While there are many definitions of social media on the web today, the simplest, and the one thatwell be using is: Social media is a platform that allows for the generation and exchange of content and ideas amongst multiple individualsSocial Networks Forums (example: STOMP) Blogs (example: Wordpress)(example: Facebook) Forums are one of the earliest One of the earliest forms ofThese allow you to set up a manifestations of social media, social media, blogs are onlinepage and post updates, links, having been around ever since sites that allow organisationsconversations, events, photos, Tim Berners Lee founded the and individuals to express theirvideos, and more. This platform World Wide Web. This platform opinions as well as share up-allows for the richest form of was designed to allow for the dates on events and happen-content sharing, and is good for exchange of ideas and informa- ings. Blog posts are also usefulfacilitating discussions with fol- tion and soon involved into an for generating discussion aboutlowers. in-depth place for discussions. a particular subject matter.Video Sharing Websites Microblogs Photo Sharing Websites(example: YouTube) (example: Twitter) (example: Flickr)These allow organisations to Microblogs allow organisations These provide organisationsdisplay and build a community to share short updates with with the capability to post andaround video content, the rich- their fans, making it easy for share photos on the web, andest form of online communica- messages to be spread more now, on mobile. These aretion. widely. It is useful for breaking great for event support, as at- news as well as running con- tendees are able to browse tests, and sourcing for ideas through photos upon the com- and opinions. pletion of an event, and share them within their own network.Whichever platform you choose, youll need to consider how to integrate these channels with yourother communications in terms of tone, message, data and policies. The idea is to create a strategyto reach as many segments of your audience as possible, to attract and engage supporters, and tokeep them interested and informed. Social media is not just a means to distribute one-sided re-quests or missives. Its a conversation, and if you want your supporters to uphold their side of it,youll need to uphold yours. Page |5 Copyright Text 100 Singapore 6. The Case for Social Media At the moment, perhaps you see social media as a nice to have but not a must have for your outreach. Here are a few more reasons to convince you.750 million The beauty of these social networks is that they transcend geography, exposing your non-profit to a widerFacebook users globally, and its still growing! audience than otherwise possible. With users spending more and more time on social networks, the chances of your messages hitting your target audience increases. 200 million Twitter users all over the world! Page |6 Copyright Text 100 Singapore 7. What does all this mean? Continually engage your supporters1 Share updates, start discussions, get feedback and more Build deeper and longer-lasting relationships with your followers Make it easier for supporters to help spread the word on whats coming up next With limited resources, social media is one of the best ways to create sustained awareness about your cause Create an online presence2 Monitor conversations that are taking place, giving you the ability to assess how people feel towards your cause Build deeper and longer-lasting relationships with your followers Make it easier for supporters to help spread the word on whats coming up next3 Cultivate the next generation of major donors through the social web Social media presents a tremendous opportunity for non-profits to participate as trusted providers of credible informationPage |7 Copyright Text 100 Singapore 8. Extra StatisticsA 2009 study called the Community Philanthropy 2.0 survey1, which focused on the giving habits andpreferences of individuals in the 30-49 and over 50 age brackets (the age most likely to donate ingreater amounts) found the following: 55% use social media to discuss philanthropy 45% noted that they would prefer to use social networks to engage with non-profits 61% trust blogs and social networks to provide important informationWe hope that all the points presented above will help you understand how critical it is to invest insocial media for your non-profit. With a well-crafted social media strategy, you will be able to reachout to a wider audience, build a deeper and closer relationship with your supporters, leverage volun-teer support of a passionate crowd aligned to your cause and raise more funds in the process.The most important thing to bear in mind is that social media outreach is not something thatsdone on a campaign or project basis. It must be sustained in the long run, and requires a commit-ment from your organisation in terms of manpower and resources. The biggest mistake that organi-sations can make is to go in with a short-term mentality, and having built up a community online,they withdraw support leaving fans and followers frustrated and disillusioned.1 Source: Facebook1 Source: Twitter1 Source: Universal McCanns Social Media Research Wave 31 Source: http://mashable.com/2009/03/26/social-media-nonprofit-study/ Page |8 Copyright Text 100 Singapore 9. The Starters ChecklistIts easy to lose sight of things if you dont know where youre headed. Heres a handy checklist foryou when you embark on your social media journey. Objectives This will be the guiding light that your strategy feeds off on. Without these, putting together a strategy would be nearly impossible. Monitoring Framework Work with your team (or your agency consultant) to develop a monitoring framework to ex- amine the effects of your social media outreach that will benefit the needs of your organisa- tion. Bear in mind that over-monitoring, while useful, will also put a strain on resources. Make sure that your schedule is manageable yet frequent enough to ensure that feedback is delivered in a timely manner. More information on monitoring can be found on page 33. Standard Operating Procedures (SOPs) Since youre opening up your organisation to the world wide web, you will need to start de- veloping materials like a response library (a condensed Q&A sheet which will help you to quickly respond to any queries), escalation frameworks (a document that details how que- ries can be directed to the appropriate parties) and a crisis management plan (in case any is- sue erupts around your organisation). These will also require investment time from your side, but they make managing your social media properties much easier especially when your supporters grow and you have to interact with them more and more. Resource Allocation Treat social media like you would your other communication channels. Figure out where re- sponsibilities for your social media programs should reside in your organization. Dedicating this assignment to a community manager(s) will let a person or group of people in your or- ganisation develop the focus, comprehensive view, and skills needed to leverage social me- dia effectively. Succession Plan What happens when your community manager eventually leaves the organisation? You will need to put into place a procedure for operational handover, as well as the transfer of skill sets from one employee to another. It always helps to have more than one person proficient in social media to cover the role during annual leave and unforeseen circumstances. Page |9 Copyright Text 100 Singapore 10. Ready, Steady, PLAY! We hope that the rest of this book will present a clear guideline on how you can plan, implement and execute your social media out- reach. While we cant promise any miracles, you can expect to see in- creased awareness, a stronger and more engaged community and stronger outcomes for your fund-raising exercises as a result of in- vesting in social media. Turn the page to start your adventure P a g e | 10 Copyright Text 100 Singapore 11. POP QUIZ!Dont worry, there is no pass or fail grade on this quiz. It is just intended to help you get a handle onhow prepared your organisation is to implement a social media outreach programme. It puts intoaccount what tools your organisation is familiar with, and how far along the way your organisation isin terms of social media preparedness so that you can choose effective platforms for your social me-dia outreach. Consider this a fork in the road broken down into 10 easy-peasy questions.Instructions: There are no right or wrong answers, only honest ones.My Organisation and Social Media1. My organisation has more than one Yes No social media profile2. My organisation has profiles in the Facebook Twitter following social sites LinkedIn Blog (check all that apply) YouTube Others3. My organisation has at least one Yes No employee who understands social media outreach4. My organisation uses social media asking for donations for... sharing updates with volunteers creating an interest for our cause answering queries from public5. My organisation has a policy regard- Yes No ing social media engagement6. My organisations social media Yes No properties have defined goals, ob- jectives and are measured against clearly defined KPIs7. My organisations top leadership Yes No understands what social media is used for P a g e | 11 Copyright Text 100 Singapore 12. 8. My organisation is able to dedicate a. 0 the following amount of man-hours to social media per week b. 1-2 c. 3-5 d. 6 and above9. My organisations employees have Yes No their social media profiles embed- ded into their email signature10. My organisation has a social media Yes No plan for crisis managementOnce youve finished answering all these questions, tally up your score using the scorecard (locatedat the end of this page) to find where you stand:If you scored 10 and below: Skimming the Surface (Beginner)Your organisation has a very basic understanding about this thing we call social media, and we as-sume you want to know more (which is why youre reading this). Were guessing your organisationmay have the basics of it (setting up an account, interacting, etc.) but have not made full use of thewonders of the social media world. Why dont you take a deep breath first, then be sure to dive inour Social Media Crash Course (page 40) to get more up to speed.If you scored 11-30: Splashing Around (Intermediate)Woot! We knew it; your organisation appreciates the usefulness social media, enough to be in morethan one social network. Plus it pays that you put some content out there, whether its your own orsomething that youve seen online and want to share. Now we know who to send the lolcat videosto. Excitement aside, theres much more your organisation can do in social media.If you scored 31-40: Swimming Laps (Advanced)Fantastic! Your organisation might love social media as much as we do! If you put our social net-works together wed probably make a happy Venn diagram and see how much our social worlds col-lide. But well spare you the applause from our end as we know that youre probably itching to getdown to business. We have mapped some activities in the next few pages to challenge you and weknow youll get through it with flying colours.Regardless of your level, the important thing is that youre here. As they say, desire is the startingpoint of every achievement, and with that, you are on your way to bigger and better things in socialmedia, no matter where you are starting from. The next section will contain a list of some suggestedactivities based on your organisations level of expertise. Turn the page to find out more!Answer Key:1. Yes-2pts; No-0pts 6. Yes-2pts; No-0pts2. 2pts for every checked box 7. Yes-2pts; No-0pts3. Yes-2pts; No-0pts 8. a-0pts; b-2pts; c-4pts; d-6pts4. 2pts for every checked box 9. Yes-2pts; No-0pts5. Yes-2pts; No-0pts 10. Yes-2pts; No-0pts P a g e | 12 Copyright Text 100 Singapore 13. FrameworkIf you took the POP QUIZ!, then you should know by now what level your organisation is in. Below isa handy table of our suggested and proposed activities to start you and your organisation on thepath to social media awesomeness. We have taken into account that you might not have enoughresources (e.g. time/man hours) to do all of them so do see which level of activity is best for yourorganisation. The proposed activities are grouped by the amount of hours your organisation hasavailable to dedicate to social media outreach. Remember, this is not a race to the finish line thereisnt a finish line to begin with. So have a go at where you feel is most comfortable. Activity Level & Estimated Time Available Activities Low Medium High (1-2hrs/wk) (3-5hrs/wk) (6-10hrs/wk) Proposed Activity - Facebook Page 1x/day 1x/day 1x/day - Twitter Account - 3x/day 3x/day - Blog - - 1x/week Beginner Things needed 1. Content plan (page 43) 2. Response library (page 46) 3. Escalation plan (page 45) 4. Twitter hashtags (page 25) 5. List of people to follow (page 24) 6. Blogging Calendar (page 27) Proposed Activity - All Beginner activities o Facebook Page 1x/day 1x/day 1x/day o Twitter Account 2x/day 3x/day 3x/day o Blog 1x/week 1x/week 2x/week - Forum Tracking o Commenting 1x/day 1x/day 2x/day o Discussion creation - 1x/week 2x/week - Monitoring Reports 1x/fortnight 1x/week 1x/week Intermediate Things needed 1. Content plan (page 43) 2. Response library (page 46) 3. Escalation plan (page 45) 4. Twitter hashtags (page 25) 5. List of people to follow (page 24) 6. Blogging calendar (page 27) 7. List of Forums (page 30) 8. Metrics to monitor (page 34) 9. Monitoring & listening tools (page 34) P a g e | 13 Copyright Text 100 Singapore 14. Proposed Activity - All Intermediate activities o Facebook Page 1x/day 1x/day 1x/day o Twitter Account 2x/day 3x/day 3x/day o Blog 1x/week 1x/week 2x/week o Forum Commenting 1x/day 1x/day 2x/day o Forum Discussion creation 1x/week 2x/week 2x/week o Monitoring Reports 1x/fortnight 1x/week 1x/week - Web video creation 1x/month 2x/month 3x/month Things needed 1. Content plan (page 43) Advanced 2. Response library (page 46) 3. Escalation plan (page 45) 4. Twitter hashtags (page 25) 5. List of people to follow (page 24) 6. Blogging calendar (page 27) 7. List of Forums (page 30) 8. Metrics to monitor (page 34) 9. Monitoring & listening tools (page 34) 10. Script writing and basic storyboard (page 37) 11. Production and editing (page 38) 12. Uploading (video sharing site) (page 37)Note: These activities are meant to be taken as a guideline. Ultimately, the choices of activities aredependent on your organisations resources and objectives. Feel free to pick and choose and seewhich one works best. P a g e | 14 Copyright Text 100 Singapore 15. Did You Know?In the one minute you took to digest that infographic2, over 98,000 tweets have been tweeted,695,000 Facebook status updates have happened, 24 hours of video have been uploaded to You-Tube and 1,500 blog posts have gone live. Are you missing out on anything?2 http://www.go-globe.com/web-design-shanghai.php P a g e | 15 Copyright Text 100 Singapore 16. Social Media Dos and DontsLike in the things we do offline, we must practice some courtesies. Here are some dos and donts foryou social media butterflies. This list also includes some of our best practices so take heed!Tip: Feel free to print this out and paste on your desk for future reference. Although we usually tryto reduce printing , we feel that this one should be printed up and posted. Unless you like peoplesaying, see, I told you so. Know your audienceDO Think about trends and industry discussions Play with keywords until you get it right Focus on the most influential Read posts and comments; comment early on (whether its you commenting or youre recommending the engagement) Look back for historical perspective Its ok to disagree, but be respectful Follow what your influencers read and link to Be brief and link, link, link! Follow the right people its ok to not follow back Search for keywords and follow and create hashtags Thank, add opinion and offer to connect Pose and answer questions Look for opportunities to connect colleagues Be transparent about your role and your organisations affilia- tion Showcase your own voice Link back to your website or blog Just broadcast Solely promote your organisation Bash competition or individuals Over manage bloggers; instead, concentrate on enabling them DONT Be too lengthy whether its blogs, video, or anything else Engage without listening or knowing your audience Say anything you dont want out in the public P a g e | 16 Copyright Text 100 Singapore 17. The PLAY ToolsP a g e | 17 Copyright Text 100 Singapore 18. A SummaryIn this section, you will find a description and an in-depth guide on how to use each of the toolslisted in the framework above. We encourage you to go through each and every one of these toolsjust to gain a better understanding of how these work. However, for those of you strapped for time,heres a succinct summary of all these tools which will give you a general idea of which would bebetter used for your organisationPros & ConsFacebook Twitter BlogsPros: Pros: Pros: Most people are on it Simple interface Provides author with more Simple, easy-to-use Retweeting allows for control over content interface content to go viral Comments can be Built-in monitoring tools Twitter analytics (coming moderated before beingCons: soon) published Updates may not get into Cons: Easily customisable users newsfeed due to 140-character limit Cons: Facebooks filtering Time-consuming exerciseForums Web Videos Monitoring ToolsPros: Pros: Pros: Platform for in-depth Video is the richest form of Helps determine if you are discussion content on track to achieve goals People on forums are very High potential to go viral if Helps justify cost spend and passionate content is catchy shows ROI Great for niche topics Great content can generate Cons:Cons: spoofs which sustain Free tools are usually not Difficult to measure metrics interest comprehensive using free tools Cons: Manual inputs can be time Debates can get ugly Time and resource consum- consuming ing Paid tools tend to be expensive Facebook Forums Web Videos Low Blogs Monitoring High Twitter TIME REQUIRED Facebook Forums Casual Blogs Professional Twitter Web Videos TARGET DEMOGRAPHIC*Monitoring services not covered be-cause it is not a platform P a g e | 18 Copyright Text 100 Singapore 19. Facebook PageFor Beginner, Intermediate, AdvancedStuff covered in this section 1. Setting up a Facebook Page 2. Setting Rules of Engagement 3. Building a Content Plan and Managing Content 4. Tips on Posting to Your Page 5. Extras: Using Events and Facebook QuestionsSetting up a Facebook PageFan pages can be instrumental in establishing your online presence on Facebook. By using fan pages to reach out to your audience, youcan improve the image of your organisation and connect people in- Did you know?terested in your cause on a more personal level. Facebook makes iteasy to share or recommend a page (or post), and that can be further You can only set up a fanamplified by your followers. However, it is also important to remem- page on behalf of anber that fan pages are not purely for promotional use. For example, if organisationyou dont engage your fans and only post content that requests fordonations, users may not see the value in being a fan of your page. To set up your Facebook Page, simply log on to Facebook Pages (http://www.facebook.com/pages),click on Create New Page at the top right hand side and follow the instructions all the waythrough.Setting Rules of EngagementOnce you have set up your page, you then need to lay down the rules of engagement (in otherwords, set up a policy) to keep conversations under control. Having a policy in place will also helpmanage expectations with regards to getting questions answered and response times. Here aresome of the items that you should look into clarifying with your fans.PurposeIts always good to lay out what the objectives of the page are so that discussions can be funnelledtowards that objective and not be taken out of context.ModerationIt is critical to emphasise that while your organisation respects the wide variety of opinions fromfans, the administrator reserves the right to moderate all comments and questions and will not hesi-tate to remove those deemed as offensive, spam and personal attacks. Doing so allows you to keepthe page running constructively and having the policy clearly set out allows you to justify your ac-tions to the community. P a g e | 19 Copyright Text 100 Singapore 20. RespondingYou should let your community know what is a reasonable timeframe to expect a response to aquery. Depending on the resources you have, this could range anywhere from a few hours to a day(we dont recommend letting it run more than that unless unavoidable) and you need make yourcommunity aware of this so they dont feel as though you are not paying attention to them.Additionally, your policy should also point out that you may not be able to respond to every query assome questions may not be relevant to your organisation, or you may not be able to disclose theinformation publicly.A good place to lay out all these information would be on theInfo page, which you can access from the bar situated on theleft side of your page home screen. As the information page issomething that new fans usually check out when they join, it clari-fies things upfront for everyone and creates an understandingbetween the fans and your page administrator.Building a Content Plan and Managing Content The first step to creating a successful fan page is to formulate a plan. Did you know? You should have an idea of what you want to post and a good way to ensure a steady stream of content is to create a content library or There are more than 2.2 document that logs all the material you want to post in the coming million people on weeks, ensuring that you will never run out of content. Facebook from Singapore. Its always a good idea to dedicate a good 30 minutes to an hour per week to curate content relevant to your organisation from across the Internet. Your content should have variety, and look to build in media-rich elements like photos, videos and podcasts into your posting schedule these can generate moreinteraction and attention for your page and are more likely to be re-shared.For an example of how a content plan should look like, refer to the section on the content plan inthe reference guides on page 43A smart way to reduce the effort to curate content is to encourage your fans to post their content it could be anything from pictures to something that is related to your organisation. However, dontforget to monitor the activity on your page! If you allow fans to post, ensure that these posts aremonitored for spam or inappropriate content. It is important to maintain a professional image onyour fan page, and it is good to include something in your policy on not tolerating inappropriate orinflammatory content on your fan page. You may also want to moderate in order to stay on topic sometimes people will post things that dont really relate to you. P a g e | 20 Copyright Text 100 Singapore 21. Tips on Posting to Your PageWhen to Post on Facebook Articles published on the weekend are shared more often. Tuesday and Wednesday are the best weekdays for sharing. Unlike Twitter, articles posted at 8 am are shared more often, followed by 6 pm. The most shared term is Facebook, followed by why, most, world and how. Frequency is also critical those who post content every second day tend to be shared more often.What to Post on Facebook Provide your fans with a variety of content HOT TIP: Videos and Photos from events and get your fans to tag themselves in it! Tagging people in photos or videos brings it Humour is always a good tool for driving to their attention immediately, and is a conversations, but use it appropriately good way to garner attention. However, To drive conversations with your fans, start the ball its good form to ask for permission first as rolling by asking questions and get everyone to some people dont like to be tagged! participate as it builds a sense of communityHowever, always remember to ask yourself these questions before posting: Will our community benefit from this content? Is a social network the right place for this content? Is it social or shareable? Will this content encourage dialogue and interaction? Will this content spark or nurture advocacy?Extras: Using Events and Facebook QuestionsFacebook EventsThis tool allows you to create pages for your organisations events and invite your fans to these. AsFacebook events are not restricted to fans of your page, the invitation can also be extended to non- fans. Events are useful as they allow you to send updatesHOT TIP: to all attendees, and allow attendees to network with each other prior and post the event. You should certainlyEven if you have an event on Facebook, its use this nifty tool for all of your non-profits events!better to get your fans to send in theirRSVPs via email as well because people To create an event from your page, click on the Events may forget RSVPs placed through Face- tab on the sidebar, and look for Create an Event on thebook. With email, you can send out re- top right hand corner, following the instructions all theminders prior to the event way through. P a g e | 21 Copyright Text 100 Singapore 22. Facebook QuestionsQuestions is a great tool for interacting with your fans and get-ting their thoughts. Facebook Questions works like a poll. Youcan ask a question and provide your fans with up to 10 optionsfor them to choose from. Fans are also free to add their own op-tions (limited by a total of 10). For crowdsourcing ideas and opin-ions, nothing works better than Facebook Questions as resultsare presented in a simple, easy-to-read manner.To start using Facebook questions, go to your Share bar and click on Question. You can type yourquestion in the space provided and add your poll options with the Add Poll Options link on thebottom left of the question box. P a g e | 22 Copyright Text 100 Singapore 23. TwitterFor Beginner, Intermediate, AdvancedStuff covered in this section 1. Setting Up a Twitter Account 2. Setting Rules of Engagement 3. Following People 4. Building a Content Plan and Managing Content 5. Tips on Tweeting 6. Extras: Twitter Clients, URL Shortening, Twitter Search, Scheduled Tweets, Twitter ListsSetting Up a Twitter AccountTwitter is a microblogging service that limits your posts to bite-sized pieces 140 characters long.Twitter is a great tool for sharing thoughts, live updates and breaking news in easy-to-digest snip-pets, which has been one of the reasons for its popularity amongst the internet-savvy crowd.To get onto Twitter, go to http://twitter.com and enter yourname, email and password to get started! When choosing HOT TIP:your username, try to keep it short, yet as relevant as possi-ble, as this makes it easier to remember. Heres a great example of a Twitter bio, by @operationsmile:Do remember to upload a profile picture, add a bit aboutyour organisation (your Twitter bio), and include your web- Mobilizing a world of generous hearts tosite address so people can find you! If you have an in-house heal childrens smiles and transform livesgraphic designer, get him or her to come up with a custom- across the globeised background for your Twitter page. Alternatively, use oneof these free tools such as Twitr Backgrounds (http://www.twitrbackgrounds.com/).Setting Rules of EngagementSimilar to your engagement via Facebook, you need to clearly state the objectives for setting up yourorganisations Twitter account, as well as the rules of engagement. As these rules arent able to re-side anywhere on Twitter, we recommend writing them down on an external blog or site and sharingthe link to it on your Twitter bio.Again, here are the items you should look at clarifying:PurposeIts always good to lay out what the objectives of the Twitter account are so that there is no ambigu-ity about the conversations taking place.RespondingYou should give your community an idea of a reasonable timeframe to expect a response to a query.As Twitter is a faster-moving medium compared to Facebook, there will be higher expectations for aquick response and you have to manage these accordingly. However, your responses should not takelonger than a day. P a g e | 23 Copyright Text 100 Singapore 24. Additionally, your policy should also point out that you may not be able to respond to every query assome questions may not be relevant to your organisation, or you may not be able to disclose theinformation publicly.Following PeopleWhen you first get onto Twitter, choose a few people whom you want to engage with to follow! Fol-lowing a person allows all status updates from that person to appear in your Twitter timeline auto-matically. Some suggestions would be influential bloggers, your volunteers, other charities and peo-ple who are passionate about your cause. The idea is to get these people to follow you back so thatyou can start off a conversation! Remember Twitter is not a broadcasting tool, its a conversationmedium.Also do be careful not to follow too many people at the start. You want to build up a steady streamof tweets and content before following people, so that they will have a reason to follow you back.People are usually hesitant to follow accounts thatseem inactive. It would be better to increasingly fol-low people on a gradual basis.Also, check out recommendations from Twitter onwhom to follow! This analysis is done based on whomyou are currently following, and is pretty accurate andhelpful for you to find more interesting people.Building a Content Plan and Managing ContentSimilarly, dedicate a good 30 minutes to an hour each week to curate content. Build in media-richelements like photos, videos and podcasts into your posting schedule. For Twitter, its also good tore-share the content posted by accounts you follow (a practice called Retweeting) and this canreduce the number of original posts that you have to come up with on a daily basis. This is wherefollowing accounts that generate a lot of good content helps.As Twitter posts are limited to 140 characters, brevity should be top of mind, yet the post shouldcapture the essence of the message you want to share and also be interesting at the same time! Ifyou have an in-house copywriter, take advantage of his or her skills. The shorter your posts, the eas-ier it is for people to re-share your content as well.For an example of how a content plan should look like, refer to the section in the reference guideson page 43.Tips on TweetingWhen to Tweet Time and day are critical The majority of retweeting happens on afternoons, evenings and on weekends between 3pm and midnight. Friday is the best day for your tweets to be retweeted Services like Tweriod (http://tweriod.com) tell you when most of your followers are online and recommends optimal tweeting times P a g e | 24 Copyright Text 100 Singapore 25. Using #Hashtags Adding the # symbol before a word turns it into a hashtag. Hashtags are used to categorise tweets by topic, giving Twitter its own unique classifica- tion system. People can then search the hashtag to find all the tweets about a particular subject which is a very powerful tool. You can use hashtags to join in a conversation around a popular topic, and this gives your account more visibility, especially to people whom are not following you but have a keen interest in the topic. In fact, you can add more than one hashtag per post (we recommend a maximum of three) ifyou feel that what you are saying is relevant to more than one topic. However, do not includehashtags in every post as it can become annoying for your followers.Using FavouritesIf you come across interesting content that youd like to save for reading later, use the Favouritebutton (the star) to save them for further reference.RetweetingRetweeting is the resharing someones tweet to your followers. Do this for tweets that have caughtyour fancy, but dont do this too often as it will come across that you dont have original content.People love to be retweeted as it is a validation of what they say, and in return they will be morelikely to retweet your posts. HOT TIP:To retweet, you can either use the Retweet button(shares the post wholesale) or you can type RT Its fine to edit the text of the original [email protected] followed by the tweet. The latter method (but do not alter content) to fit into 140allows you to add your own comments to the tweet up characters when retweeting using the RTto the 140-character limit. methodExtras: Twitter Clients, URL Shortening, Scheduled Tweets, Twitter Search, ListsTwitter Clients These are third-party applications made by developers which can run on either the desk- top or on your mobile device. Some of the more useful Twitter clients include Hootsuite (http://www.hootsuite.com) and Tweetdeck (http://www.tweetdeck.com). These letyou manage multiple Twitter accounts from one dashboard, and allow for posting toFacebook as well. However, our advice is that you not do so until you are relatively ex-perienced, in order to avoid tweeting from the wrong account.URL ShorteningWhen tweeting, you will notice that long URLs (website addresses) tend to take up a lot of space.Twitter has a default URL shortener that immediately cuts down the URL length to a rather manage-able 20+ characters when you post it, but you may want to use URL shortening services like bit.ly(http://bit.ly) or goo.gl (http://goo.gl) which offer you analytics to go along with the URL shorteningservice. These services let you see the number of times your link was clicked on, helping you deter-mine which content is more popular amongst your followers. Use this feedback wisely and incorpo-rate it into your content planning! P a g e | 25 Copyright Text 100 Singapore 26. You will need to create a bit.ly account in order to access the analytics, while you just need a Googleaccount to use goo.gls analytics.Most Twitter clients also usually shorten links by default, although some still do not offer this func-tionality.Scheduled Tweets Ever felt that you had a lot of great content but didnt want to share it all at once to avoid flooding your followers? What you can do is to use tweet scheduling services like Laterbro (http://www.Laterbro.com) or Futuretweets (http://www.Futuretweets.com) to space out your con- tent. It also helps if you foresee a busy day ahead and wont have time to tweet throughout the day. Scheduled Tweets also helps with push- ing out content on weekends! However, do check back once yourtweets go out just in case you need to respond to comments or questions.Twitter SearchTwitter Search (http://search.twitter.com) is a very useful tool for trawling the Twittersphere tolook for mentions about your organisation which you may have missed. Its also great for seeingwhat people are saying about your industry too. If you have the time, run Twitter Search once a dayto keep updated with the latest happenings concerningyour organisation. HOT TIP:Alternatively, you can also access Twitter Search from Join in the discussions you find via Twitteryour Twitter homepage it sits right at the very top of Search! Its a good way to build your ac-your screen. However, using the Twitter Search website counts visibility and helps you get moregives you access to advanced searching tools that you followers toowont be able to get simply from using the search bar inTwitter.Twitter ListsTwitter lists allow you to organise the people you follow into specific categories which may be usefulfor you to filter information. For example, you can put all fellow SG Gives charities into a Charitieslist, all volunteers you follow into a Volunteers list and so on. You can follow lists that are createdby other people too! When you click on a list, you willonly see tweets from everyone in that list. HOT TIP: Lists created by other people are a goodTo create a list, go over to your profile, click on the drop- resource for finding new people to followdown arrow on the Lists tab and select Create a List. P a g e | 26 Copyright Text 100 Singapore 27. BlogsFor Beginner, Intermediate, AdvancedStuff covered in this section 1. Free Blogging Platforms 2. Building a blogging calendar 3. Tips on Blogging 4. Extras: Donate ButtonOne of the earliest forms of social media, blogs are online sites that allow organisations and indi-viduals to express their opinions as well as share updates on events and happenings. Blog posts arealso useful for generating discussion about a particular subject matter.Free Blogging Platforms Blogger/Blogspot (www.blogger.com): Hosts free blogs using the format (your- name).blogspot.com. Blogger is more suited to a journal or a traditional blog format where you can post about your news in a chronologi- cal format. Wordpress (www.wordpress.com): Hosts free blogs using the format (your- name).wordpress.com. Wordpress is more customisable, and can even be used as a mini- website. Tumblr (www.tumblr.com): Hosts free blogs using the format (your- name).tumblr.com. Tumblr has simple tem- plates to choose from, but is much less cus- tomisable. It is, however, good if a simple de- sign is what you are looking for. Tumblr makes content sharing easy between fellow bloggers as you can re-blog content with just one click.Building a Blogging CalendarLets make your life easier by helping you build a blogging calendar. Trust us, youd thank be thank-ful afterwards. What is it, you may ask? Well, a blogging calendar is, to put it simply, your list of fu-ture content. P a g e | 27 Copyright Text 100 Singapore 28. There are different types of content that you can put into you blog. Here are a few examples: Informational Profiles Reviews Inspirational Interviews Research Case StudiesPlanning your content helps make sure that there is a steady stream of posts. Whether you chooseto update your blog daily, thrice weekly, weekly, or every fortnight, a blogging calendar will makesure that your there is always fresh content for your readers and supporters.As for the format of your blogging calendar, the sim- HOT TIP:plest would be to take a normal monthly calendar andjot down topic ideas for future posts. This also allows You can further spice up your content byyou to plan your content accordingly if you would be using video, photos, podcasts, illustrations,blogging around your organisations events, like a flash animation, and much more!fundraising concert. Your blog can then help informpeople about it, keep them part of the preparationprocess, and update them of the status of the fundraiser. P a g e | 28 Copyright Text 100 Singapore 29. Tips on BloggingBlogging can be quite fun, especially after youve got the rhythm for it. Youll notice that your postsare easier to write and that you always have content that you would want to put up. However, nomatter what skill level youre in, there are always tips to make sure your blogging experience isworth your readers while.Keep it personalA blog is usually something more personal and less cold than, say, a corporate website. As such, besure to keep your language light and your tone friendly. Your readers will feel the warmth and genu-ineness in your posts and would most likely come back again.Know your goalsBefore writing be sure that you know why youre writing it and what the expected action is for yourreaders. If its to solicit donations then be sure you have a call to action line in your writing and backup why they should do what youre asking them to do.Know your audienceIf your audience (or target audience) are mostly employees and busy, you may want to time yourposts on times of the day that they are free or to even keep your post length short and simple foreasy reading. Knowing who your audience is, what they do, and how they like to receive their infor-mation is almost half the battle. Find this out!Keep it consistentIf you plan to write weekly, post something weekly. If your readers expect fresh content to be up,then you need to ensure that there is something new for them to read. This keeps your consistencywith them (and their reading habits) and puts you top of mind. The more you post, the more visibleyou also become.Have funLast, but most definitely not the least, have fun while blogging. The more you enjoy it, the more itcomes across in your writing. Use it to your advantage and your blog and readers will thank you.Extras: Donate Button Believe it or not, people will read your organisations blog wanting to donate to your cause, especially if youve done your blogging right. One of the things that you could do to make it easier is to integrate a donate button, preferably on the sidebar. Since the technology today makes online transactions easier, this can be done easily by just copying a code from the SG Gives website. P a g e | 29 Copyright Text 100 Singapore 30. ForumsFor Intermediate and AdvancedStuff covered in this section 1. Getting Started on Forums 2. Building your Street Cred How to be a Formidable Forum User 3. Tips on Posting in ForumsGetting Started on ForumsForums, or bulletin boards, have been around ever sincethe birth of the Internet. Forums were traditionally usedby software engineers to discuss technical topics, butever since then they have evolved to encompass a myr-iad other subjects, ranging from fashion to technology tofood to sports. And everything in between.Unlike a blog, Facebook Page or Twitter account, managing a forum presence is pretty different fromthe rest of the social media platforms discussed so far. In a forum, there are usually subforums thatare defined by subject matter and it is in these subforums where discussions are actually takingplace. Discussions are usually grouped into threads. To be part of the discussion, you have to followwhats being said and add value to the conversation. In contrast to a blog, Facebook Page or Twitteraccount where you can lead the discussion, more often than not in forums you have to start off byfollowing a discussion before trying to start your own. HOT TIP: Seeing how the discussion is led by others, your first step should be to identify which forums you would like Here are some active forums in Singapore to participate in. Identifying the right places to contrib- to start with: ute ensures that you remain relevant and are able to add value, making people sit up and take notice of you Hardware Zone Forums and your organisation. The best way to do this is to (http://forums.hardwarezone.com.sg) look through the conversations in the forums using the AsiaOne Forums handy forum search tools that are available and look (http://forums.asiaone.com) for discussions that are relevant to your organisation.Do note that it is recommended you participate as an individual rather than an organisation, as someforums may have rules against organisations creating an account for themselves. However, partici-pating as an individual doesnt mean that you can let loose you still need to follow the rules gov-erning respectful behaviour in forums as what you say will ultimately reflect on your organisationas well. On the other hand, participating as an individual gives you a little levity on what you can sayand you can show more of your personal side when engaging other forum users. The goal to keep inmind here is to build up your credibility as a voice for your organisation before you can start speak-ing on your organisations behalf.As the discussions taking place on forums are usually pretty in-depth, participants are commonlythose who are passionate about the topic and are liable to discuss matters profoundly. As such,charities dealing with causes that people are more likely to champion (such as animal welfare) mayfind forums more useful than others.P a g e | 30 31. Building Street Cred How to be a Formidable Forum UserAs discussed in the previous paragraph, the goal in forums is to build your credibility as a voice foryour organisation. In order to do that, you have to first build credibility for yourself in subjects thatpertain to your organisation, so that you can later speak on your organisations behalf.One of the simplest ways of doing this is to get involved in all relevant discussions! The more youcontribute to the community, the more you will get noticed. Additionally, most forums have a rank-ing system whereby members can level up once they have achieved a certain number of forumposts. Increasing your level on the forums will also increase your credibility in the eyes of the othermembers.Secondly, be helpful. If you get the opportunity to lend your expertise or a helping hand to otherforum members, take it! It helps you build better relationships and increases your value to thecommunity.Thirdly, dont be afraid to debate. One of the key characteristics of forums is that its a place foropen discussions to take place and forum moderators usually dont step in unless comments getabusive or go beyond the rules of engagement for the forum. If you shy away from discussions, youtend to lose credibility. As you are participating as an individual, you are less constrained by organ-isational image and are freer to express opinions that you may not be able to as an organisation.Finally, use the backchannel wisely! The backchannel is a HOT TIP:term use to describe taking conversations out of publicview, usually done through direct messaging. This is a Backchanelling is a tactic which can also begreat way to build stronger relationships with influential used on Facebook (through the sendforum members that your organisation may want to en- message function) and Twitter (using Di-gage in the future. rect Messages) P a g e | 31 Copyright Text 100 Singapore 32. Tips on Posting in Forums Make time One of the main issues that most people face in forum participation is time. Try to make it a habit to browse through the discussions on a daily basis, devoting around 15 minutes of your time per day to access the forum. Once youve been away for too long, people tend to forget you. As the saying goes, out of sight, out of mind, and this is particularly true on forums where there are so many new people joining each day. Also, not check- ing in daily means you may miss out on an opportunity to contribute your expertise and build your credibility. Stay Objective As mentioned earlier, forums are one of the places where debate tends to rage back and forth, and with all debates, emotions do at times get in the way of objectivity. One of the best ways to remain a respected forum member is to always maintain objectivity at times and not let emotions get the better of you. Heated arguments tend to pop up all the time in forums and if the users are unaware, they can let their emotions get in the way and the debate morphs into a personal feud between the debating parties. As all conversations are in public view, quarrels often irk the other members of the forum who are not involved yet subjected to reading the emotionally-charged postings. Remember its the internet. Its not personal. Add Value Dont post for the sake of saying something. Be sure that what you post adds value to the conversation, be it creating content, sharing a point of view, or even providing some humour to brighten up someones day. Be Transparent Even though youre presenting yourself as an individual, its always a good idea to be transparent and upfront about your associations. This will help you later when you speak on your organisations behalf and it helps other forum members better understand your point of view.P a g e | 32 Copyright Text 100 Singapore 33. Monitoring & ListeningFor Intermediate and AdvancedStuff covered in this section 1. Listening and Monitoring What are these? 2. Monitoring and Listening Tools 3. Key Metrics to Monitor 4. Sample Monitoring ReportListening and Monitoring What are these?ListeningA listening exercise is important when you are looking to put together your social media strategy. Itcan help determine which channels your fans are most active on, identify trends, or determine thetype of target audience you want to attract.A simple listening programme starts with understanding the chatter around your organisation. Thiscan be done by understanding which social media platforms talk most about your organisation orcause. To find out, you need to go out there and explore! Be it forums, Facebook, Twitter or blogs,delve into them and search for conversations concerning your organisation. This exercise will involvequite a considerable amount of man-hours but the return on investment for your time will be sub-stantial. It will give you a clearer picture of what is being discussed about your organisation outthere, and also help you determine which platforms you should leverage on to engage people whoare interested in your cause.If you have the funds, it is worth investing in a social media monitoring agency, as that saves you thetime of having to go out and look for conversations. Such services are discussed in further detail inthe next section.MonitoringOn the other hand, monitoring involves measuring the efforts of your outreach. It could be as simpleas measuring the growth of your Facebook fans or Twitter followers, to as complicated as calculatingthe cost required to acquire each fan or follower. The metrics which you measure will depend onyour goals, and this will be discussed in further detail in subsequent sections.Monitoring is important because it gives you feedback on your efforts and helps you determinewhether your social media outreach is on-track to achieving the goals you have set out for it at thestart. Without a feedback channel, you wouldnt know where to direct your efforts and which areasto focus on.Again, social media monitoring agencies can help in this regard, but monitoring services can be ex-pensive, so choose wisely. P a g e | 33 Copyright Text 100 Singapore 34. Monitoring and Listening ToolsHere are some of the more popular services for listening and monitoring. Weve split this list intofree and paid for your easy reference.Free Google Blog Search Google Discussion Search Twitter Search Google Alerts Technorati RSS Readers Addict-o-Matic Facebook Insights Twitter Analytics (Upcoming)Paid Radian6 Brandtology JamiQ Meltwater BuzzWhile paid services from the monitoring agencies are certainly more comprehensive and provideyou with great tools to analyse the collected data, you may not need that much data, depending onthe metrics that you want to measure. Additionally, monitoring services will not be able to access allthe data from social networks like Facebook and Twitter due to individual privacy settings. It is im-portant to note that monitoring services can only access publicly-available data and this limits theireffectiveness on certain platforms.Hence, before determining which tools you should use, you need to first figure out what metrics youwant to measure, which brings us to the next section.Key Metrics to MonitorThere are so many metrics that can be measured, and these vary depending on your objective forsocial media outreach. For example, if your goal is to raise donations, then your key metric is theamount of money being donated through your donation site, but if it is to raise awareness of yourcause, your key metric could be fans or engagement (clicks / replies / posts). Hence, it is importantthat you tie your metrics to your goal for social media outreach.What is provided here are some suggested metrics and how to measure them. It is up to you tochoose which metrics best suit your needs. P a g e | 34 Copyright Text 100 Singapore 35. Fans / Followers / Readers One of the most common metrics. For Facebook and Twitter, these numbers are displayed on your Facebook Page / Twitter account. For measuring your blog readership, you should integrate a tool like Google Analytics that helps you track the number of visits to your blog.Engagement For Facebook, engagement on your page can usually be measured by counting the number of active fans. Fans are considered active if they have performed an ac- tion on your page e.g. liked a post, or commented on a post. This can be ac- cessed through the Facebook Insights dashboard. You can find the link to the Face- book Insights dashboard from the right-hand bar on your Facebook Page. Othermethods of looking at engagement would be to calculate the number of posts from fans, likes andcomments on your page.A good measurement of engagement on Twitter is to look at the number of people who @mentionor retweet your posts. On forums, this is equivalent to other users replying directly to your posts, orquoting you in their posts.For measuring how engaged your readers are with your blog, take a look at the number of com-ments that your readers leave on every post. You can also incorporate sharing buttons on your blogto see how often your posts are re-shared by your readers to their own networks. Remember, thebest way to increase engagement from your community is to be engaging! No one wants to talk to awall that doesnt respond.Clickthroughs Clickthroughs are a measure of how many times people click on the links that you share. This is really important if part of your strategy is to use content creation and curation to grow your fan base and engagement. The best way to measure click- throughs is to use a service like bit.ly HOT TIP: or goo.gl to keep track of all the clicks Its good to incorporate separate bit.ly oron the links you share. Remember to shorten each link using goo.gl accounts for your Twitter and Face-the service before sharing it. Tracking clickthroughs allowsyou to determine which links are more popular with your book Pages so you know where your trafficfans and you can then adjust your content accordingly. is coming from P a g e | 35 Copyright Text 100 Singapore 36. Sentiment All the above metrics discussed so far are quantitative, but its also good to take note of the qualitative metric of sentiment, such as what fans are saying and whether comments are on the overall positive or negative. This gives you an understanding into how your community perceives your or- ganisation. Sentiment measuring has to be done on a manual basis, though some monitoring services are able to automatically (using com- puters) analyse sentiment for you as well.Sample Monitoring ReportFinally, heres a sample monitoring report which we hope will give you a good idea of how to put allof these metrics into a readable, easy-to-digest table for easy tracking of your progress on socialmedia. Platform Monitored Metric Week of 3/10 Week of 10/10 Week of 17/10 Followers 170 178 200 Retweets 25 34 27 Twitter @mentions 44 36 80 Clickthroughs 166 102 124 Fans 255 266 290 Likes 27 34 35 Facebook Comments 23 28 18 Clickthroughs 98 103 177 Facebook Shares 14 21 13 Twitter Shares 12 22 20 Blog Comments 9 10 11 Views 140 120 133 P a g e | 36 Copyright Text 100 Singapore 37. Web VideosFor AdvancedStuff covered in this section 1. Video Sharing Sites 2. Preparing for your shoot What you will need 3. Post-production: Free and Easy Video ToolsVideo Sharing SitesVideo is one of the richest forms of media available today, as it combines images with sounds to de-liver a message. If you have the time and resources, its certainly worthwhile to consider video crea-tion as a tactic to complement your social media outreach. With so many video sharing sites avail-able, here are some of the more popular ones for your consideration:YouTube The granddaddy of all video-sharing sites, YouTube (http:/www.youtube.com) is the most popular of them all and its servers see Did you know? thousands of new videos being uploaded each day. YouTubes latest update now allows you The volume of searches to edit uploaded videos directly on their web- on YouTube is the sec-site. Creating a YouTube channel dedicated to your organisation makes ond largest after Googleit easier for people to search for videos that are related to you. Even ifyou dont create a lot of videos, you can curate interesting and relevant videos from all over YouTube to share, and this content will keep people coming back for more.Vimeo Vimeo (http:/www.vimeo.com) is a video sharing site dedicated to the crea- tive community and you will usually find only user-created videos on the site. Commercial videos are not allowed on Vimeo.Preparing for your Shoot What you will needStoryboardThe first step to creating a video is to draft up a storyboard which shows how the video will flow.Imagine the storyboard as the spine of the video. The storyboard will help you to visualise how char-acters, props and backgrounds will fit together in any particular scene or sequence of shots. In otherwords, a storyboard is the visualisation of your script. Having your entire video storyboarded beforeit is shot makes it easier for you to move through the scenes, and it also helps you prepare for theshoot logistically.All you will need is a pen, paper, and a huge dose of imagination. When storyboarding, always try tokeep in mind how the scene will play out and sketch out your ideas visually. P a g e | 37 Copyright Text 100 Singapore 38. For more information on Storyboarding, check out this resource from Wikihow:http://www.wikihow.com/Draw-StoryboardsScriptingYou will also need a script which is your story. Videos laced with humour always tend to fare wellamongst viewers, so remember to inject funny scenes or lines whenever you can.Video CameraIf you have the funds, invest in a better camcorder like the Canon Legria. Otherwise, you can also geta basic camcorder like the Sony Bloggie or the Creative VadoHD, or even use the video recording fea-ture on your smartphone! Technology has evolved to the point that the videos which we shoot onour phones are good enough for web viewing.Props/SetsProps always make a video look better and its great if you can incorporate at least one or two propsper scene. You dont have to go out of your way to buy props, borrow or use stuff that you have ly-ing around!LocationThink about where you will want to shoot your video. Try to visualise how the lighting will affectyour shots. Its always good to conduct site reconnaissance before deciding on a location for yourshooting.Post-Production: Free and Easy Video ToolsOnce youve finished shooting your video, youll need to HOT TIP:put the finishing touches on it before uploading. Hereare some nifty (and free) video editing tools that you YouTube now has its own video-editingcan use to make your video look great! tools available when you upload a video to its siteWindows Movie MakerIf youre a PC user, this software comes preloaded withyour copy of Windows and is the simplest tool for editing and stitching your videos together. It al-lows you to add some video effects and text overlays as well.Apple iMovieThe equivalent of Windows Movie Maker on the Mac operating system, Apple iMovie has many ad-vanced features and add-ons and is one of the best free video editing software available for Macusers.WaxWax (http://www.debugmode.com/wax/) is a high performance and flexible video compositing andspecial effects software. Wax is good for both home users and professionals. It can be used as astand-alone application, or as a plug-in to other video editors. The software also features unlimitedvideo and audio tracks with top-down compositing. P a g e | 38 Copyright Text 100 Singapore 39. Reference GuidesP a g e | 39 Copyright Text 100 Singapore 40. Social Media Crash CourseSo what is social media all about?Heres a quick guide to four popular social networks: Facebook Facebook is the worlds (current) biggest social network, with 750 million ac- tive users as of July 2011. On Facebook, you can post status updates, share pictures, videos, messages and links, play games (by yourself or with friends), and run apps. LinkedIn More commonly known as the business version of Facebook, where one can focus on networking, finding potential jobs, or discuss trending issues in spe- cial interest groups. Your profile is your resume on LinkedIn, so be careful of what you post online! Google+ Dubbed as the newest kid on the block, Google+ allows you to post status up- dates, share pictures from Picasa (a photo sharing website by Google), and more. It also integrates other popular Google services like Gmail, all within Google+. Twitter A microblogging site that enables users to send messages (or tweets) of 140 characters or less. Twitter is ranked as one of the ten most visited websites worldwide by Alexas web traffic analytics. P a g e | 40 Copyright Text 100 Singapore 41. Getting started... HOT TIP:Creating your profile:Facebook, LinkedIn and Google+ require some basic When uploading a Profile Picture, be sureinformation to get started. The more information you to pick a square picture, so that your logoshare, the easier it will be for potential followers to does not get cropped off accidentally.find you. The Edit Profile button should fill you in Also, try to use the same picture through-on what type of information you should share. out your social networks to maintain con- sistency, so that your followers can easilyTwitter remains simple simply pick a username (15 identify you.characters or less), upload a picture and add a linethat describes you best in less than 160 characters.Posting updates:In each network, a majority of your activities will revolve around posting updates (and replyingthem!). They are called different things on each network, so dont be confused as they all mean thesame thing! On Twitter, the list of tweets you see is called your Timeline. On Facebook, the updatesyou receive from your friends is called the Newsfeed, and the status updates you post on your pro-file is called your Wall. On Google+, the posts you see is called your Stream. But no matter the name,its all the same idea.How can you maximise each update?An easy way to share updates or news would be to post interesting links or pictures. Dont just focuson promoting your organisation, but explore sharing information that may enable followers to learnmore about your cause. Remember to be human! A good way to break the posting cycle could alsobe in the form of a behind the scenes picture, where you can share more about what goes on atyour organisation. This also allows your followers to see a more human side of you this is impor-tant as followers tend to be more forgiving and empathetic when they know the person behind theaccount.Talking shop...Best practice commenting:Successful engaging is like being a guest at a dinner party. If you un-derstand the conversation and have something constructive (or con-tentious) to add that keeps the conversation flowing, jump in. Andeven when you dont have something to say, you can still watch, lis-ten and learn.The communities or networks were seldom built as platforms just for you you are a guest who cansucceed if you play by the communitys rules. So before you jump in, consider some basic comment-ing tips that are relevant for blogs, discussion forums or social networks: Comment early The earlier you comment the greater your ability to help shape the discus- sion. Early comments are more likely to be read and responded to. This is especially impor- tant if youre responding to a negative post. Also be sure to read what others have posted before commenting. P a g e | 41 Copyright Text 100 Singapore 42. Share relevant examples Link to examples that qualify your HOT TIP: opinion (but avoid linking to press releases) and make sure you have your facts straight Keep it conversational! People Extend the conversation Me too comments add little dont build relationships with value. Make sure what youre adding is fresh (remember the press releases, they build it with dinner party!) Disagree / correct Feel free to correct or offer a contrary people. Use your own voice perspective (as long as it can be supported and is in line with but dont be afraid to have fun! corporate guidelines) Ask questions Blog comments / forum threads are great places to create relationships. Ask questions and get to know other commenters they may be useful contacts Respect your audience dont assume to know people nor understand context Use your own name Anonymity helps no-one. Declare who you are and your interest up front. The Internet will always find out if you dont Call to action Avoid the call to action at the beginning of the message (this creates a de- manding tone), rather, place it at the back Be human Avoid using messages lifted directly from campaign literature or press releases re-word these to suit the social channel Anger management Take it offline, ask the person to email you at your personal email and provide more detail, so that you can help. Make sure that you follow through until the issue is resolved or redirect appropriately and confidently within the organisationP a g e | 42 Copyright Text 100 Singapore 43. Content PlanOnce youve decided on what social media platform you would like to use, the next step is aboutfilling it with content. What do you want to tell your audience?Though hard to believe, posting information and content up on your social media platform requiresa fair amount of thoughtful planning, and this is often underestimated.Content plans are critical for the creation of interesting, engaging and relevant information for yourvarious stakeholders.When creating a content plan, there are several questions you should always ask yourself . Whattype of content do I want to post? How often do I want to post it? And if I have more than one socialmedia platform, which platform will be the best for a particular type of information I want to share?A lot of research goes into looking for the right content for your audience. As this often takes uptime, a plan should always be created about two weeks in advance, to ensure efficiency.Good content plans are consistent with your organisations goals. For example, if you are looking topromote an upcoming event and have plans to generate awareness offline, you should also mirrorthat on your social media platform. As such, make sure that when you are preparing your contentplan, include information on the upcoming event.There are many ways to map out your content plan. One way which it can be done is on an Exceldocument. Platform Type of Content Date Status Copy URL Wha t dri ves you to vol unteer yourFa cebook / Twi tter Ques ti on 1-Oct Pos ted ti me? Sha re your thoughts wi th us ! Heres a n i nteres ti ng vi deo from Twi tter Sus tena nce 1-Oct Pos ted one of the events we recentl y http://bi t.l hel d yt/vX4Sd1 Were hol di ng a vol unteer a ppreci a ti on da y next Sa turda y!Fa cebook / Twi tter Announcement 2-Oct Pendi ng Do come joi n us . More deta i l s i n http://bi t.l the l i nk y/a dh23D Wha ts your fa vouri te method of dona ti ng? Do you prefer i n-Fa cebook / Twi tter Ques ti on 3-Oct Pendi ng pers on, onl i ne or other mea ns ? Let us know! Were ha vi ng a dona