2014 ROTARY INTERNATIONAL CONVENTION

Five Things Every Rotary Club Facebook Page Should Have

#ricon14

• 20 years communications experience

• 6 years social media experience

• Manages facebook.com/rotary, @rotary, LinkedIN

Antoinette Tuscano, Communications senior supervisor at Rotary

1. Determine your audience and create a strategy

2. Use images that make your club look great

3. Make your About and other Facebook tabs work for you

4. Post content that is relevant to your audience

5. Get club buy-in

The Facebook Five

Audience

#ricon14

Who would you like to read your social media posts? And why?

Who is best reached by Facebook?

Club members that you see every week and you have email addresses and phone numbers for?

Or an external audience looking to learn more and might want to join or donate to your club?

Audience

What Rotary does can provide the content Facebook audiences look for

Strategy

TAKE ACTION #ricon14

80 percent of your Facebook posts should be about what’s most relevant to your audience.

Strategy – How do you reach your audience?

How do you want someone to feel after reading your post?

What action would you like someone to take after reading your post?

They read your post, and now so what?

Simone Collins

• Rotary Club of Freshwater Bay, District 9455, Western Australia

• RICON14 Organizing Committee & Promotions Committee Member

• ROSNF Charter Chair & former ROSNF Training Chair

• 14 years professional experience in online communities / social media

• Facebook.com/rtnsimone• Facebook.com/ricon14• Facebook.com/

freshwaterbayrotary• Facebook.com/rosnf• Facebook.com/membershiptips

• Professional look – close up, in focus, good lighting

• Colour!

• Action

• Happy people…and lots of them!

• Tell a story

• Showcase your members and achievements

Photos – What attracts people?

Photos with an air of mystery

Photos that introduce your happy members

Photos of your fun, exciting events!

Photos of your club making a difference!

Photos that recognise success

• Profile picture needs to look good as a small square

• Nothing too busy Easily identifiable, e.g. Rotary emblem Not likely to change regularly

• Cover photos can showcase your club Photos are easy (only see 850 x 315 px) but choose wisely

More professional mashup with appropriate text (e.g. website URL) even better

Profile Pics and Cover Photos

Profile Pics and Cover Photos

Profile Pics and Cover Photos

About Section -- Overview• Set the scene succinctly in the

“About” overview, just under your profile pic – don't overrun the space provided!

• In particular, mention where precisely you are! It can be impossible to work out where a club is from its name alone, especially since many places share the same town name.

• If you have room, include your web address.

About Section -- Details• Fields provided

depend on page category chosen.

• Fill in as much detail as possible – especially your contact details!

• Be sure to include your web address so visitors can explore further.

About Section – Life Events

• Use Life Events/

Milestones to record key occasions: club presidents, awards and etc…

Connect with other organizations

Like the pages of other organizations you work with, including Rotaract and Interact clubs, and interact with them!

Events• Events are a great

way to increase attendance

• Very quick to set up

• Guests can buy tickets online

• Map of location

• Easily update attendees and those considering going

• Automatic reminders through Facebook

ABOUT THE SPEAKER: Susan E. Fisher

Susan’s Rotary Social Media Sites

Rotary Club of Wilmette Harbor Facebook page

Rotary Club of Wilmette Harbor LinkedIn group

Rotary Club of Wilmette Harbor Twitter account

President Elect & Communications ChairWilmette Harbor Rotary Club, Wilmette, Illinois, USARotary Foundation Ambassadorial Scholar in JournalismRelated credentials: M.Ed. & interactive marketing certificate

Meet me on LinkedIn

Content

EXCHANGE IDEAS #ricon14

PUT A FACE ON ROTARY: Tell your club’s story

Reflect your brand

Set call to action

Remember: A picture says …

Encourage “likes”

Promote events

PUT A FACE ON ROTARY: Show who you are & what you do

This iconic club photo attracted 768 unique users:Why? • Many people

tagged• Many people

“liked”• Several people

commented• One person shared

• Use a conversational voice

• Target audience with relevant messages

• Strike an emotional chord

• Try questions to engage

• Make clear calls to action

ENGAGE THE VISITOR: Be simple, relevant, and direct

ENGAGE THE VISITOR: Help people find you with “like”, @, “tag” & “#”

Help people find you and learn your story through

• Likes

• Tags

• Hashtags (#)

KEEP IT FRESH: Check your results, adjust accordingly

Club Buy-in

TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS

SELL YOUR CLUB: Be clear about benefits

• Encourage dialogue• Tell them: FB is too big to

ignore• Be clear about objectives:

awareness• Contrast with other media• Explain benefits: • Puts a “face” on Rotary• Strengthens club ties• Builds support• Supports recruiting

ADDRESS FEARS: Be frank and keep it simple

•Simplify concepts

•Discuss privacy

Define terms: FB, pages, groups, friend, like, messages, news feed, notifications, poke, profile, ticker, timeline, wall

GET STARTED: Ask your members to take specific action

• Sign up • Visit • Like • Visit • Click• Comment • Share

• Keep the momentum – champion the champions, send reminders, set a regular cadence of posts, use scheduling tools, designate a page roles

Questions?

#ricon14

Supplemental

TAKE ACTION, EXCHANGE IDEAS, JOIN LEADERS

PUT A FACE ON ROTARY: Show ‘em who’s coming to dinner…or breakfast

PUT A FACE ON ROTARY: Show how to get involved