Social Media WebinarSeptember 17, 2013
Panelists:Sarah Mickelson, Rapoza AssociatesAyrianne Parks, Rapoza Associates
Bailey Richards, Housing Development Alliance
NRHC thanks Capital One for its generous support of this advocacy webinar
Introduction to Social Media
NRHC Social Media Survey
30%Do not have a Facebook page or do not use it consistently.
60%Do not regularly use Facebook for advocacy.
10%Regularly use Facebook for advocacy.
Ayrianne ParksRapoza Associates
Getting Started
1. Understand your objectives.2. Determine your target audience(s).3. Learn how social media platforms work.4. Calculate how much time you have to invest.5. Create a social media plan.
Establishing Objectives
• Cultivate better relationships with funders or lawmakers?
• Find volunteers or potential clients?• Educate the public about the importance of rural
housing?• Build awareness of your organization and your
successes in your community?• Create a community ready to engage and take action
on advocacy?
• Add social media accounts to your email signature
• Add widget to your web content to make sharing easier
• Share other people/organization’s content• Post consistently• Ask questions and respond to commenters
Building an Audience
What are the biggest challenges?
• How much time will it take to learn how use social media?
• How much staff time is needed?• What additional sources of funding will I need to
cover expenses?• What policies do I need to manage our social
media?• What if we fail?
• http://www.nptechforgood.com• www.lightscamerahelp.org • http://neworganizing.com • http://socialmedia.policytool.net/
Resources
Questions?
Sarah MickelsonRapoza Associates
Increase Engagement on Facebook
Tips for Using Social Media
Encourage an authentic, interactive conversation.– Post photos, news articles, stories, and connect them
back to what your organization does.– Keep it short and sweet.– Ask questions to your audience and reward them for
answering.– Provide opportunities for engagement.– Share content from other organizations.– Tag every photo!
Highlights– Building relationships with volunteers
and the public.– Short, simple text tells the audience
what is going on in the photo– Photo provides a behind-the-scenes
look at the organization.
Other Ideas?– Tag the people in the photo, so it also
posts to their FB page.– Respond to comments.
Highlights– Building relationships with donors.– A family that directly benefitted from
the donation commented.
Other Ideas?– Tag the donor and email them to let
them know.– Follow up Posts: Photos of the kids
who went to summer camp, of what they did there, etc.
Tips for Advocacy
Connect the dots! – Educate the public on the need for affordable
housing, USDA Rural Housing programs, and how events impact your work.
– Activate your supporters with simple “asks” and keep them informed of your progress.
– Engage Members of Congress. Thank them for their support.
Highlights– Builds relationships with Members of
Congress.– Tags Congressman’s official FB page (Not
Campaign Pages).– Great publicity in his district by thanking
him for visiting.
Other Ideas?– Ask supporters to thank the Congressman for
visiting.– Email Congressional staff to let them know.– Tag everyone in the photo.
Highlights– Builds relationships with Members of
Congress.– Activates your supporters and keeps
them informed of progress.– Links to additional resources.
Other Ideas?– Include photo of Member of
Congress.– Thank supporters who have called
their Member of Congress.
Questions?
Bailey RichardsHousing Development Alliance
HOUSING DEVELOPMENT ALLIANCE
www.HDAHome.orgwww.Facebook.com/HDAhome
@HDAhome1TheHDAvideos
IN WHAT WAYS HAS FB BEEN BENEFICIAL TO YOUR ORGANIZATION?
• A network at your fingertips• No start-up cost• It’s free
GOALS THEN; GOALS NOW: MEASURING SUCCESS
• Use FB analytics. Goals and Targets• # of people reached: 500• # of people talking about: 30• Constant improvement!
TARGET AUDIENCES AND HOW TO REACH THEM
• Volunteers: keep in touch• Know your demographic
HOW IS YOUR FB PAGE SUCCESSFUL?
• Planning• Schedules• Engaging with response
FUTURE IMPROVEMENTS
• Integration• Interface• Defining the market and the
approach
MANAGEMENT AND STAFF TIME
• Split the workload: 3 different people
• 2 hours a week=developing content
• 5 minutes daily=responding to comments
OTHER SOCIAL MEDIA? FOR WHAT?
• YouTube, Twitter, Instagram, LinkedIn, Flickr, Blogger, Spotify
• Test them out. Find the demographics. What works for you?
FINDING INSPIRATION
• Intention and integration are key• 3rd piece: CURIOSITY!
• Play around with it!• Create the culture of
engagement
Questions?
