Social Media WebinarSeptember 17, 2013

Panelists:

Sarah Mickelson, Rapoza Associates

Ayrianne 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?