Social Media 101 - Social Media 101 - Social Media for ChangeSocial Media for ChangeSTFA – Washington, DC STFA – Washington, DC

July 27, 2012July 27, 2012Amy NeumannAmy Neumann

Good Plus Tech, LLCGood Plus Tech, LLCGoodPlusTech.comGoodPlusTech.com

What is the current social media landscape?

Why is social media important for collective impact?

Who, what, when, where, why & how:

TwitterFacebookLinkedInYouTubePinterestOther great sites and tools

Agenda

Topics

• Why social media?• Twitter• Facebook• LinkedIn• YouTube,Pinterest, visual sites• Metrics, scheduling, and content strategy• Resources

“Luck is quite predictable. If you want more luck, take more chances. Be more active. Show up more often.”

~ Brian Tracy

Social media is a conversation

– An opportunity to connect with like-minded people– An innovative platform for innovative ideas– A chance to learn–The ability to network globally like never before– Unparalleled ability to listen to conversations already happening and proactively be part of them

Social Media – What It *Is*

It is not a broadcasting/ traditional marketing tool

–Remember the “social” in social media –It’s OK (encouraged) to “break the old rules”–Be engaging and social, not only pushing out company information–Share useful information your audience cares about (things gleaned from AI, for instance) and not strictly company-related. Humans are interested in many things–It is great for public information but is not “secure”

Social Media – What It *Isn’t*

66% of Americans use social media*, and 62% of the world**(In 2011 it was 50% of Americans)***

–http://www.huffingtonpost.com/2012/03/27/email-connects-the-world_n_1381854.html–http://pewinternet.org/Commentary/2012/March/Pew-Internet-Social-Networking-full-detail.aspx –http://bits.blogs.nytimes.com/2011/08/26/half-of-america-is-using-social-networks/

Rapid Growth

Social Media June 2012

Word of Mouth – Using Technology

• Discover new resources, people, ideas• Share useful information• Connect with clients, experts, industry leaders• Develop relationships and clients• Keep up on trends, learning, news• Highlight expertise and capabilities

• Like a conversation, only 10-20% should be “about you.” The rest can be broadly interesting and relevant to your audience, including sharing good content from others.

Why Social Media?

Twitter

3) Graphic Elements should fit within this general area

Frequent contact, sharing news and expertise

• Current events and news • Information interesting and helpful to your audience• Retweeting (sharing) others’ content• Sharing blog posts (link automatically)• Quotes• Replying (conversation)• Thanking people• Following back (real people and companies)• Hashtags to track specific topics (#)• Stay under 120 characters so people can RT

• Frequency of tweets – 3-100+ a day if engagement is high (replying, RTing); minimum 10-20 per week

What Works Well - Twitter

Facebook

Connect more deeply

• Company updates• Industry information• Questions and Answers• Monitor and comment on comments• Like other pages and posts• Photos are most engaging posts• Facebook is not a secure platform so is perfect for public-

facing information

• Frequency of posting: 1-3 times per day; minimum ideally 3-5 per week

What Works Well - Facebook

LinkedIn

Get employees involved

• Create groups to highlight expertise• Create complete Company Profile, ask employees to follow

company• Share text employees can use to update their experience• Provide examples for employees so they are linked to

company• Provide text for employees to update status• More business-focused topics

• Individual employee profiles are key• Update Group 1-5 times a week, answer and ask questions

on relevant Groups

Ideas for LinkedIn

YouTube

Visual storytelling

• Keep most videos short• Tell stories• Simple (non-professional) videos and pictures from employee events

are also good• Use photos, graphics on blog posts so content can be “pinned”• Have a channel and a page where information is available in one place

• Update a couple times a month or so

YouTube, Pinterest

Keep in mind that Content is King...

Be everywhere people spend time, and tailor messaging to the audience there:

Your site / blogYouTubeFlickrGoogle+WikipediaQuora

Many tools are available

• Blogging is ideal place to house content (company site) to refer to continually

• Be sure sharing options and your social media sites are on your website

• Schedule tweets, updates in advance for “evergreen” and events• Track links with URL shorteners like bit.ly, or intergrated like Hootsuite• Review reports to see what topics are most popular, interactive• Create a content/editorial calendar • Multiple users can update and multiple accounts can be tracked in one

place

• Popular tools include Hootsuite, Sysomos, Radian6

Metrics, Scheduling, Content Strategy

http://charitywater.orghttp://livestrong.orghttp://invisiblepeople.tvhttp://liveunited.orghttp://urm.org

http://youtube.com/charitywaterthanks

Excellent Site Examples and Resources

http://tinyurl.com/3q52php - LinkedIn Tips from Bryan Breckenridgehttp://youtube.com/watch?feature=player_embedded&v=nP9FyY9BFM8 Claire Diaz-Ortiz of Twitter “Twitter for Good” trailerhttp://adage.com/article/adagestat/demographics-facebook-linkedin-myspace-twitter/227569/http://rossmcculloch.com/10-must-read-facebook-resources-for-non-profi

Mashable: http://mashable.com/guidebook/twitter/

SocialBrite: http://socialbrite.org/sharing-center/tutorials/twitter/ http://socialbrite.org/sharing-center/glossary/

Text

https://facebook.com/nonprofitshttp://Hope140.orghttp://learn.linkedin.com/nonprofits/http://youtube.com/nonprofitshttp://bethkanter.org/wikipedia/

http://sparked.comhttp://catchafire.orghttp://taprootfoundation.orghttp://socialbrite.org/2011/04/08/10-rules-for-how-nonprofits-should-use-twitter/http://socialmediatoday.com/leo-widrich/371186/10-top-twitter-tools-suggested-pros

http://charityideasblog.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/

Thank You!Amy Neumann

amy@goodplustech.com440.867.2155

http://goodplustech.comhttp://charityideasblog.com

http://twitter.com/CharityIdeas