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Facebook, Twitter and Tough Decisions
Managing Social Media as part of a Communications Strategy
Tom MurphyMiriam’s Kitchen
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2,700 Facebook likes, 3,500 Twitter Followers - How did we get here?
“I’d rather be lucky than good.”- Vernon “Lefty” Gomez, Washington Senators
“I’m a great believer in luck, and I find the harder I work the more of it I have.”
- Thomas Jefferson
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First, we got lucky…
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Then what???
1,000 new followers Media coverage (local and national) Invited on panel discussions Immediate momentum A great story No strategy WE HAD TO GET GOOD!
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Creating a Strategy
Social Media is a lot like interior decorating…
It looks fun It looks pretty It can make people happy It can improve your value
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Creating a Strategy
…but it requires a lot of construction work first.
You need a foundation You need structure You need a lot of time You need to plan ahead You need a strategy
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Creating a Strategy: Determine Your Audiences
Don’t try and reach the world Engagement is more important than size Focus on your organization’s needs:
Donors? Volunteers? Other non-profits? Media? Policymakers? Advocates?
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Creating a Strategy: Determine Your Assets
What can you add to the social media dialogue?
What is it about your mission that people need to understand?
What resources do you have to share? Research, data, articles, blogs? Unique perspective? Photos and video?
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Creating a Strategy: Do you have messages?
Messaging is fundamental. It will tie together various communications to various audiences.
Messaging will force you to be disciplined in your content. If you can’t make a message fit, consider ditching
the post or tweet.
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Creating a Strategy: Do You Know Your Organization’s Voice?
Social media should be consistent with your organization’s voice. Are you: Authoritative? Silly? Serious? Provocative? Conservative? Funny?
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Creating a Strategy: Managing Bad News
Social media absolutely should be a part of any crisis communications plan Be fast Be responsive Be honest Don’t do any more harm
Don’t feed the trolls
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Creating a Strategy: Do You Have the Time?
Social media needs to be “fed” each day Monitor feeds Identify trends (or problems) Create content Respond to incoming messages
Can eat unexpected amounts of time, resources
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Lessons Learned
DON’T just hand social media to the youngest staff member.
DO write a social media strategy that integrates with your broader communications strategy.
Caveat: if you ARE the 22 year old or the intern, demand a copy of the communications strategy. You will look smart and strategic.
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Lessons Learned
DON’T treat social media as a landfill
DO set up parameters for what specific kinds of content you want – and you want your coworkers to send to you. The Internet has enough cute cat videos.
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Lessons Learned
DON’T EVER GO DARK.
DO populate your feeds every day. Take advantage of services like HootSuite, to help
you schedule delivery of content ahead of time.
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Lessons Learned
DON’T be all about “me”
DO make social media a two-way vehicle Ask questions of your followers Comment on smart or relevant posts – do a search of
your organization’s topic area. Find unexpected allies. Respond to likes, retweets and comments. Link to organizations relevant to your post or tweet Engage!
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Questions?
Tom MurphyDirector of Communication
Miriam’s Kitchen tom@miriamskitchen.org
202-452-8926 ext 235
Building Teams, Improving Lives
Jake LloydCommunications Manager@jakelam2116
The DC SCORES Blog
www.DCSCORES.blogspot.com
Created in October 2009
30% written by other staff members
Averages per week:
• 2-3 posts
• 300 page views
• 175 unique visitors
Blog layout
Swiss Army Knife
“Shape of the Nation…”
“12 stories that defined 2012”
“Volunteer spotlight: Aaron Plantenberg, Penya Barcelonista”
“Poetry Slam! video of the month: Kelly Miller Middle School”
A marketing toolBuild on foundation
relationshipsIndelible part of advocacy efforts
Highlight corporate partnerships
Spreading the word
5 tips for blogging success 1) Create consistent posting schedule, stick to it
2) Keep posts short (300-600 words)
3) Embed videos, include photos in posts #INTEGRATE
4) Varied topics, multiple voices
5) Use analytics, determine what brings in readers
Jake LloydCommunications Managerjlloyd@americascores.org
202.393.6999 x313www.DCSCORES.org
@jakelam2116@DCSCORES
Thank you!
Sitar Arts Center advances the critical life skills of underserved children and youth and prepares them for achievement in the 21st century through visual, performing, and digital arts education in a nurturing community.
CREATING AN ADVOCACY E-BLAST
Presented byKendall Ladd, Donor Relations Manager
Angela Robinson, Marketing and Technology Manager
Summer is a critical time for us to take care of children and youth in the District. Young people of our community faced serious issues over the summer.
Stating the Need
Finding Great Sources
Americans for the Arts www.artsusa.org
Finding Great Sources
Employment Policies Institute www.epionline.org
Designing Your E-Blast
• Informative• Readability• Highlighting Key Points• Image Placement
Distributing Your Message
www.icontact.com www.sproutsocial.com
Each of our board members provides specific expertise to govern our community as a well rounded group.
Our advocacy messages often start conversations with and among our constituents. This gives us a great starting dialogue for future cultivation and fundraising messages.
Following Up On Your Advocacy Message
“This is a profound advocacy piece!”
“Exceptional, absolutely exceptional! Strong impact/relevance statement; clear call to action. BRAVO!”
“Celebrating Kids, Arts and Community”
1700 Kalorama Road, Suite 101, Washington, DC 20009www.sitarartscenter.org | 202-797-2145
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