Social Media 101 (Focus on Facebook)
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Social Media 101 Facebook and Beyond April 2011 Kevin Martone Technology Program Manager [email protected] Grinspoon Institute for Jewish Philanthropy
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This session from the 2011 PJ Library Conference was meant for nonprofits who have set up a Facebook Page, but want to understand how to leverage Facebook and other Social Media channels more effectively. The session discusses how to think strategically about Social Media and then gets into details about engaging with constituents on Facebook, creating a community/conversation, and using some of the new Facebook features effectively. Muchnof the content was developed specifically for PJ Library Communities, so it focuses on how each individual PJ Library Community can utilize Facebook effectively.
Transcript of Social Media 101 (Focus on Facebook)
Social Media 101Facebook and Beyond
April 2011
Kevin Martone
Technology Program Manager
Grinspoon Institute for Jewish Philanthropy
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Social Media – What Is It?
What IS Social Media?
Traditional:
Organization posts information for others to read; no interaction
My cousin gets the PJ books in California and their renewal fee is cheaper than ours. Is there a special coupon or something to get their rate?
When is the next PJ Library event?
Are there resources to help me teach my kids the lessons in the PJ books?
My sister has tried unsuccessfully to sign up for PJ multiple times. Who can she call?
My two kids rip open the PJ books each time they arrive!
Yeah PJ!
Hi!
I love the pictures from the latest PJ reading. Keep posting!
The
PJ L
ibra
ry
Chan
nuka
h pa
rty
was
fant
astic
. Th
anks
!
Social Media: Everyone has a say!
Facebook: What Organizations Need to Know
5 May 19, 2009
Social Media – Why We Care
Both a Challenge and an Opportunity» Challenge – You can’t control the discussion.» Opportunity – Social Media tools can be used
to build community.
Lisa Simpson: “Do you know that the Chinese use the same word for crisis as they do for opportunity?”
Homer Simpson: “Yes – Crisitunity!”
PJ Can Build Community
Beyond the Books
Storytimes Baby Groups PJ Book clubs Neighborhood gatherings Holiday celebrations Synagogue events Etc.
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Social Media – How To Utilize
Photo adapted from flickr.com – niclindh
Listen
Engage
Move to Act
Social Media Tools are Free or Low Cost
But ….
… it takes time …
… and Resources to Manage Effectively
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Use these tools strategically, as part of an overall outreach and communications plan
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Facebook offers PJ Communities an incredible opportunity to engage with its constituents.
Most PJ Communities have no website (or a single page buried on a Federation website)» Facebook can be your Community’s official
online presence.
Facebook: What Organizations Need to Know
18 May 19, 2009
Profiles, Groups, and Pages…Oh My! Personal Profiles
» Must be an individual person» If an Organization uses this, Facebook can delete at any
time» Needed to create/administer Groups or Pages
Groups» Anyone with a Facebook Profile can create a Group on
any topic» Groups can be public or private» Facebook user “Joins” a Group; becomes a “Member”
Pages» For Organizations, Brands/Products, and Public Figures» Only official representatives can create/administer» More interactive than Groups
- Can add additional functionality (applications)» Facebook user “Likes” a Page
How to Maintain
Must maintain the presence long-term, just like a website» Who will maintain the Page? » Who will send messages, review discussions and
pictures?» How often will content be added?
To truly take advantage of the viral potential of a Page, engaging content must be added frequently; fan-submitted
content must be monitored on an on-going basis
Getting Started on Facebook
Set Username
Set Username
NOT
Remove Spam!
What to post?
What would your constituents want to read?» Events» News about local parenting/literacy programs» PJ Library book lessons» Videos of PJ Library books» PHOTOS!! (events, books, kids getting books,
etc.)» Stories of families getting books» Jewish community events, information» Other?
Events
Invite them! Show pictures
Links
Parenting Jewish Community Other?
Books, Lessons?
Video
Photos
Questions
What Else Can You Post?
Stories/Testimonials Holiday messages Recipes Contests Other?
12:1
Post 12 things of interest to your constituents for every one post asking them for something.
Asking for something:» Subscribe» Renew» Tell a Friend» Register for an event» Donate
Invite Conversation
Invite Conversation
Email Notifications
Notes
Facebook Insights (> 30 users)
Go For It!
