How to Use Social Media for Constituent Engagement

Julie Barko Germany

[email protected]

@JulieG

HOW TO USE SOCIAL MEDIA FOR

CONSTITUENT ENGAGEMENT

mailto:[email protected]


WHAT IS SOCIAL MEDIA?

• Connecting• Sharing

information• Driving actions• Engaging in

visual messages

• Developing intellectual dialogue

• Shaping the facts

• Holding town halls and briefings

• Polling and listening

WHY IS SOCIAL MEDIA BECOMING AN EFFECTIVE CONSTITUENT TOOL?

WHERE DO YOU START?

1. You can’t push a button and turn social media on.

2. Choose the tools that work for you, your office’s personality, and your goals.

WHERE DO YOU START?

COMMENTING & ACTION

VISUAL, CREATIVE, CURATION

Facebook Pinterest, Tumblr

2-4 posts a dayMonitor and interact with

commentsUse app & ad capabilities

Connect throughout the day and evening

Focus on visual content – even that produced by

others

CHOOSE THE RIGHT TOOLS

IF YOU WANT TO CONNECT THROUGH…

RELEVAN T UPDATES, BREAKING NEWS &

EVENTS

VIDEO & VIDEO CHAT

Twitter, Blog YouTube, Vimeo, Google+

Repost throughout the day & weekend

Comment on other postsLink to articles, pictures

& video

Post at least weeklyWhen you have content

or host video eventsINFORMATION, FACTS, RESEARCH

Quora, Wikipedia, Scribd

Occasionally when you have something to say or want to set record straight

3. Listen and analyze the conversation before you jump in.

WHERE DO YOU START?

Paid social media analytics toolsIB5k’s CorrelateTwisterwire

Free social media listening toolsTopsyTwitter SearchGoogle News

LISTEN AND ANALYZE

TOOLS AND APPS

4. Staff appropriately or schedule time to manage yourself.

5. Set goals and expectations. What do you want to

accomplish? Who will manage the

accounts? How often will they update

them? What are your rules for

engagement? How often should the team

report back?

WHERE DO YOU START?

WHERE DO YOU START?

STAFF WELL &SET GOALS

6. Look at what makes you a successful organizer, networker, or advocate in the real world – and apply those skills to social media.

WHERE DO YOU START?

Who are you connected to?How do you treat people on social networks?

Tip: Think about how you interact during happy hours.

How long have you been on a social network?

What kind of content are you posting?

APPLY OFFLINE BEHAVIOR ONLINE

BE CREDIBLE AND “NORMAL” ON SOCIAL MEDIA

Julie Barko GermanyDCI [email protected]@JulieG


agenda

1. Profile or page?

2. Page structure

3. Post recommendations

4. Page management

profile or a page?

What kind of Facebook presence do I need?

I already have a campaign page

I already have a Facebook profile

Only use campaign page and update during non-official time

You can’t use your campaign for official use. You can choose to only update your campaign page on non-official time or create a second, official page for your

office.

Create a second, official page at facebook.com/pag

es. ie: Rep. John

Smith

Turn on subscriptions at facebook.com/about/subscribe to allow more than 5000 get your

updates

Some members choose to keep the profile but also create an

official Facebook page

that constituents can

like

Migrate the profile to a page. All the fans will move over but NO

CONTENT. Migrate by visiting

http://www.facebook.com/pages/create.php?migrate

Turning on subscriptions

Visit: facebook.com/about/subscribe

Migrate profile to page

Visit: facebook.com/pages/create.php?migrate

REMEMBER: Only fans move over not content.Download your profile content before you do the migration that you can re-post on the page.

page structure

facebook pages

feature overview: visually engaging design

Cover Photo This is the first thing people will see when they visit your Page.

Choose a unique photo (851 x 315 pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picture of people using your product. Be creative and experiment with images your audience responds well to.

Profile Picture Your profile picture represents your page on other parts of Facebook, in ads, sponsored stories and the news feed.

Choose a picture that represents your business, such as a logo. Use a high quality image that scales well from 620 x 620 to 180 x 180 pixels to 32 x 32 pixels.

Views and Apps Your photos and custom apps

appear at the top of your

Page. You can also

customize the images for

your apps under “Manage” in

“Edit Page” in the admin

panel.


Pinned Posts Anchor the most important story to the top of your Page for up to seven days.


Larger Stories Take advantage of larger photo, video, and link stories to drive engagement. Star and Hide Stories Highlight important stories with the star icon.

Hide or delete stories that aren’t as engaging or relevant with the pencil icon.


Milestones Set milestones to define your key moments over time.

Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixels.

post recommendations

Page Publishing Best Practices

feature overview: schedule posts

feature overview: post via mobile

Username

page management

management tools

management tools

Manage

Edit your Page’s content and get a snapshot at your Page’s activity

Build Audience Share your Page, invite friends, and create ads

Help

Learn how to get started, manage your Page, and view your Page Insights

management tools

management tools: activity logActivity Log

Comments policy

Comments PolicyAdd a comments policy to

your “about” section so

people know the rules of

engagement and what could

get them banned from your

page.

feature overview: admin roles

QuestionsFor more information, go to: facebook.com/facebookpages

[email protected]


TwitterJack Fleming

[email protected]

@JustJack7

Customizing Your Profile

Know Your Audience

Listen Then Engage

Following

Creating Lists

Hashtags and Keywords

Small Talk Content

Direct Message

Favoriting

Retweeting

Opinion Leading Content

Tweets 140 Characters Headline Link Hashtag Mention Photos and Video


Replies Same as a tweet Public Content Mentions other Handle


Live Tweeting


Twitter Town Hall

Twitter Chats

Creating Content Best Practices

98% included links for deeper engagement

72% used hashtags to brand the conversation

70% featured new, up-to-the minute content

40% used direct calls to action (“Click here”)

40% were exclamatory in tone (used “!”)

38% announced the launch of a new product

24% asked a question

22% related to a game or contest

Questions?

How to Use Social Media for Constituent Engagement

Documents

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