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Creating an Image Through Social Media

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“I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.”

– Posted to our Facebook Page wall, January 2010

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• Best practices for interacting with, and also cultivating supporters

• How to communicate with them in times of crisis

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• Getting your message out on social media

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• Everything we do online is tied to advocacy and fundraising

• Our social media program is no exception• There is also a relationship building and customer

service aspect to social media• The program complements and works in conjunction

with our website and email• Take an integrated approach – social media is not a

silver bullet

Goals

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#animalcareexpo

Website Social network

One way communication Two way communication

Content generated in house Content generated by users

Organization’s voice People’s voice

Talking to people Talking with people

Marketing Conversations

Expect information Expect interaction

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Best practices for interacting with, and also cultivating supporters

• Cater to your audience • Every post is a reason to unlike your

page. • Integration• Respond to everyone with a legitimate

question• Be transparent

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Cater to your audience!

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Tell a Story

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Recruit

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Fundraise

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Remember: Every post, is a reason to hide or unlike your page.

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On the website:

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Integration

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On Facebook

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On Twitter:

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Now you have an image…But you need to keep it!

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Part IIThe Dark Side of Social Media

How to Communicate in Times of Crisis

#animalcareexpo

Crisis is…• Natural or manmade disaster

• PR Problems

• Organized Attacks

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Disasters

Reuniting lost pets

Garnering new supporters

Getting information out

Getting support

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Overview

• Listening

• Assessing

• Responding

• Moving On

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Who is your online voiceYour online presence, and the

person answering it, is a “face” of your organization –

make sure it’s a good one

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Comments

Personalize – Be human

Tone – Address emotions

Honesty – IDKLFO – I don’t know let me find out!

Answer Everyone – Every post is an opportunity to engage

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Protection

Commenting Policy – have one!

Make your policy known – and fair.

If you delete something, tell your fans and tell them why

Don’t delete because you disagree, only delete if it’s a violation – stay transparent.

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Protection

What’s in a commenting policy?

• Namecalling• Personal attacks• Misinformation • Profanity• Spam• Promoting violence • Photos or videos of animal cruelty

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Acknowledge, Rectify, and Move On

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Haters are going to hate

Not everyone is a hater

Seize Opportunities to Learn & Educate

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Look for Supporters

-Who is supporting you online?

-Acknowledge them, thank them

-Build relationships

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It Happened

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It Will Blow Over

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Good Resources

#animalcareexpo

www.johnhaydon.com

www.bethkanter.org

www.allfacebook.com

Contact Information:

Sarah Barnettsbarnett@humanesociety.org

Twitter: @SarahHSUS

facebook.com/ldcrf.sarah