23
VARIOUS SOCIAL NETWORKING CHANNELS
2nd most visited site in the country behind Google
8th
3rd44th
OEA SOCIAL MEDIA PRIORITIES
17th
SOME NUMBERS
Facebook is not only the commonly used social media network, it is also the second most visited site in the country behind Google and number one globally.
Facebook has 1 Billion usersTwitter: 100 MillionYouTube: 800 Million
12% of online adults say they use Pinterest 66% of online adults use Facebook (52% percent use it daily)20% use LinkedIn 16% use Twitter (8% Daily)71% of online adults watch videos on a video-sharing site such as YouTube or Vimeo
On Facebook on an average day:15% of Facebook users update their own status. 22% comment on another’s post or status. 20% comment on another user’s photos. 26% “Like” another user’s content. 10% send another user a private message
THE BIG THREE
Expect to spend at least two-to-four hours a week to manage your Facebook account.
Expect to spend at least two hours a week to manage your Twitter account.
Expect to invest significant time in creating a video.
TIME COMMITMENT
• 5 hours/week to start listening• 10 hours/week to participate• 10-15 hours/week to generate buzz• 20+ hours/week to build community• (At least) 3-6 months until you see results
Increasing feedback and discussion Driving traffic to your website, blog, etc. Spreading information Attracting event attendees Getting people to take action Changing hearts and minds
www.facebook.com/OhioEducationAssociation
43% of daily users said they would definitely or probably look for a Facebook page of an organization when they were thinking about volunteering for it
12% said they’d definitely be more likely to volunteer with a nonprofit that has a Facebook page and they’d “be concerned” if it did not have one
43% said a Facebook page might have an impact on their decision.
Connecting with like-minded organizations Connecting with the media Engaging people with frequent updates Providing near-real-time updates Coordinating a group in real time
www.twitter.com/OhioEA
TWITTER BASICS
“Followers” subscribe to your feed & you can “follow” other people’s feeds
If followers retweet your post, you can reach a huge amount of people very quickly.
“Hashtags” (the # symbol) precede a keyword to flag your post as relating to a specific topic
Building & displaying community around your videos
Using the power of video to spread information, ideas, etc.
Asking members engage with your videos
Crowdsourcing: asking supporters to provide videos
Interacting as an organization with other organizations and their videos
www.youtube.com/OhioEdAssoc
YOUTUBE
Publicizing your expertise
Promoting your cause or educating people
Telling stories about your day-to-day work
Engaging people in your decisions, or your work
Promoting your website and online information
Blogs can be helpful if you have staff members or volunteers who can eloquently—and frequently—advocate for your cause and engage people.
www.blog.ohea.org
BLOGS
Getting (and displaying) photos from a distributed group
Participating in group photo pools
Finding people posting pictures of you
www.flickr.oea
FLICKR
Posting photos is relatively quick, but consistently maintaining a stream of photos to catch attention and build a particular group could take an hour a week or more.
With video sharing sites the primary time consideration is the time it takes to create the video itself. Making polished (or even unpolished) videos takes time and energy.
Pinterest is informal Pinterest is visual 97% of Pinterest’s Facebook fans
are women Pinterest can create phenomenal
traffic for your site.
TIPS
Use easy to understand images.
Categorize your boards thoughtfully.
Don’t start following people until you’ve filled out a few boards of your own. Give them something good to follow back!
Follow related boards.
Log on to the network every day for a few minutes to see what’s fresh, respond to comments, and continue expanding your own inspiring boards.
SOCIAL MEDIA IS NOT A MAGIC BULLET
It will NOT help if you…
have no clear goals
have no strategy & tactics for achieving those goals
have weak, “one-way” messaging
have no staff or volunteers to lead the effort orwilling to become community evangelists
not consistent and persistent, and willing to learn on the fly
are not willing to give up some control
IT TAKES TIME
20+ hours/week to build community
(At least) 3-6 months until you see results
START WITH RIGHT EXPECTATIONS
WHY AND WHEN TO USE SOCIAL MEDIA
SOCIAL MEDIA CAN HELP
Gain volunteers and activists
Increase event participation
Raise money
Improve perception of the association by members and general public
Cultivate leaders
Move members up an engagement curve, from simple actions (and increased awareness) to continually increasing asks with the possibility of a community of involved members primed for mobilization
SOME SOCIAL MEDIA GOALS
DON’T FEEL RESTRICTED TO THESE GOALS. THESE ARE JUST EXAMPLES.
Increased feedback and discussion Driving traffic to website and spreading information Getting people to take action Attracting event attendees Recruiting volunteers Changing hearts and minds on a particular issue Getting members to talk to each other Branding OEA as an expert Understand what people are saying about you Gathering photos or videos from supporters
State the top three goals so they are SMART: specific, measurable, attainable, realistic, and time-based
TYPES OF AUDIENCE MEMBERS
• Content creators
• Active participants;
editing, commenting
• Use some interactive
features of social media
• Visit more & maker
minimal profiles
• Passive voyeurs
• Don’t use social media
Social Technographics LadderJosh Bernoff, Forrester Research
SAMPLE AUDIENCE SURVEY
How often do you use the following, either personally or professionally?
SAMPLE AUDIENCE SURVEY CONT’D
BARRIERS TO SUCCESS — IGNORE CAPACITY
You don’t have sufficient staff resources
The challenge here is that if your organization only has one or two employees dedicated to online, this diverse set of skills may not exist entirely in-house.
Solution: Be honest with yourself as to the diversity and quality of skills you currently possess and identify key gaps that you will need to fill either internally or with a partner.
BARRIER TO SUCCESS — IGNORE ORGANIZATIONAL STRUCTURE: MOST
COMMON STRUCTURES:Centralized — have an easier time setting goals and making decisions/plan – clear hierarchy & system for approval
Decentralized—more likely to represent more of the organizational’s priorities — no hierarchy or system for approval
Hybrid— more structure than Decentralized, but not as clear as Centralized* Charts and data from “The Secret of Online Success: Why Structure Matters,” published 2007 by Convio
SOCIAL MEDIA POLICY
From Education Minnesota, Adapted from U.S. Air Force
EFFECTIVE SOCIAL MEDIA EXPERIMENTS
EXCELLENT PRACTICES FOR SETTING UP SOCIAL MEDIA EXPERIMENTS
BY JOHN KENYON
1. Start with a plan that includes:
• WHAT you plan to do - YouTube Channel? Facebook Cause? - Tool(s)
• WHO you are trying to reach – Audience
• WHAT you want them to know/learn/do – Message
• HOW you will measure progress/success – Results
2. Investigate before you leap - Research excellent practices and advice
• Review resources online and learn from others experiences. Get to know the tool(s) you will use and review examples of what other nonprofits are doing.
3. Leap!
• Gather your content and put it up. Spread the word through all of your current available channels about the experiment and ask others to comment.
EFFECTIVE SOCIAL MEDIA EXPERIMENTS
~ continued ~
4. Review
• Regularly review the progress you are having. The plan you made before you began should include benchmarks, i.e., "2,000 Fans on Facebook within 6 months". Monitor your progress, including comments and others behavior around your experiment.
5. Modify
• Based on the results you see, modify your experiment based on data. If you are getting lots of fans on Facebook but few enewsletter subscriptions, how can you better highlight your enewsletter and encourage signups on your Facebook page?
6. Start small and grow
• Begin with a small experiment, like a page on Facebook or channel on YouTube. Once you are happy with the content and results, consider adding on more - including inks to your page or videos on your website, in emails, even in print publications.
7. Evaluate
• Based on your original plan and results, evaluate your progress. This needn't be a pass/fail kind of evaluation, more of one that assesses progress. If you got 500 fans on Facebook and 100 you already knew, that's 400 new potential supporters that know of your organization, there is a real value to that.
