Social Media 101:

Facebook, Twitter, YouTubeSomerville Community Access TV

June 1, 2010Created by Vanessa and Colin Rhinesmith

This presentation is licensed by Vanessa Rhinesmith (vanessarhinesmith.com) and Colin Rhinesmith (cctvcambridge.org/colin_rhinesmith) under a Creative Commons Noncommercial Attribution Share Alike 3.0 Unported license.

Table of Contents:

Introductions

Brief Review

Social Media Strategy

Best Practices

Next Steps

Resources

[Introductions]

[Getting Started with Social

Media]

For Review:

This presentation is part of a communications & social media strategy workshop for nonprofits.

To download the complete presentation, please visit:

http://www.slideshare.net/cctvcambridge/introduction-to-developing-a-social-media-strategy-for-cambridge-nonprofit-organizations

Listen Before You Engage:

Listen to your audience and learn how they communicate before you engage with them

Know which kind of tools your clients, and desired audience, are using

Understand that not all clients maybe using the same kind of tools

Identify the communication preferences and expectations of your audience (i.e., do they prefer weekly email updates or do they want to know that there will be something new on your blog each day).

Don’t use tools they’re not using!

Before You Begin:

It’s tempting to jump right into social media and set up a myriad of accounts, but before you begin be sure to:

Determine your organization’s goals

Develop a communications plan

Know how to reach your audience

Create a Survey, They Work!

Surveys are a quick (and easy) way to learn a more about your community. In return, they offer invaluable information prior to the creation of a social media centric strategy.

Types of surveys: Phone Calls Paper Based Surveys Web-based

Survey Monkey http://surveymonkey.com Basic: Free (100 responses per survey) Monthly Pro: $19.95/mo. (1000/mo.) Annual Pro: $200/year (unlimited)

What Are Social Media?

Social media are tools that allow users to:

Connect to people with similar interests

Participate in online discussion and debate

Be the media! You get to be the… Author Photographer Filmmaker Storyteller

Image courtesy of fredcavazza available on Flickr under a Creative Commons license

Why Would You Want to Publish on the Web:

Before diving into the web, ask yourself:  

Why do you need an online presence?

Who is your audience?

What experience do you want visitors to have when they visit your website, blog or social network (i.e., Twitter or Facebook)?

What are your strengths going into this project? What are your weaknesses?

How much time do you intend to dedicate to social media? How many resources?

How much can you afford to spend on social media as a communications channel?

Are You in Control of Your Digital Identity?

You, and only you, should be in control of your organization’s online reputation. Here’s a few tips to help you maintain control of your web presence:

What does the web say about you? Be sure to do a basic Google search to see what conversation have already taken place or are taking place as we speak

How to take control? Search Google daily, better yet, set up daily Google Alerts (containing your organization’s name) and have these alert delivered to your email each day

Are you part of the conversation? If someone else is talking about you, your organization and/or your cause, then you should be open to joining the conversation (i.e., contributing to a blog or forum)

How to make the web work for you? Having a solid, updated website with a blog is a great place to start

[Best Practices]An Overview of Social Media Best Practices

and Implementation Recommendations

[Facebook]

Best Practices: Facebook

Set-up a FacebookPage: Provides analytics Enables Fans to share your content

with their Facebook friends

Allow fans/supporters to create Groups

Use Events to generate visibility

Use Causes for donations or visibility

Additional Tips: Profiles are for People Use Groups for Controlled

Membership Use Events to Generate Attendance

[Twitter]

Best Practices: Twitter

5 Easy Things To Do Daily:

Check most recent @replies

Review latest conversation thread

Join the conversation, for example: Share a link Post an event Respond to a comment

Search for keyword-based conversations

Chat with your community (not at them)

Twitter Tips for Following:

It’s easy to want to follow everyone and build up a large community, but quantity does not necessarily mean quality. Before you follow, review the user’s:

Bio section. Is it complete?

Website link. Does their website/blog look reputable?

Following to follower ratio. Do they have roughly the same number (or more) of followers in comparison to the number of people they follow?

Tweets. Are they offer valuable information or dialogue? Would you want to be apart of their community or would you want them to be a part of yours?

Red Flag: Users who follow a high number of people (in comparison to followers) are usually spammers

Tips for Creating Content:

Promote and talk about the issue, and Listen to community concerns Share and comment on their stories

Share expertise and information

Establish reputation and expertise

Focus on a call to action, including: Announce events Prose questions to the community Options for volunteer involvement

70-20-10 Engagement Model: 70% sharing other voices, opinions and tools 20% responding, connecting, collaboration and

co-creation 10% promoting and/or chit-chatting

[70-20-10 Engagement Model courtesy of David Dombrosky’s presentation Social Media And Social Networks From Experiment To Strategy http://tinyurl.com/yzz6xre]

Tips for Having a Conversation:

@ Reply: a comment or reply to a specific user. To do: start with @username - and insert comment specific to that user

Re-tweet (RT): a comment tweeted by another user, but you would like to share. To do: start with or include RT @username - and then the users comment that you'd like to share

Direct Message (DM): a private message between two users, but you must be following one another for the functionality to be enabled

@ Reply v. Direct Message: to many (public), to one (private)

Tip: Download TweetDeck

Download TweetDeck http://www.tweetdeck.com/beta/

It's easy to use

Helps you make Twitter more time efficient and manageable

Customizable columns make it easier to follow the conversation and keep track of conversations

Savable search functionality let’s you stay aware of conversations that contain keywords specific to your needs

PC and Mac compatible, also an iPhone version available for quick mobile use

TweetDeck:

[YouTube]

Best Practices: YouTube

Set-up a non-profit channel http://www.youtube.com/nonprofits

Buy a Flip Mino video camera

Produce member video spotlights

Upload to YouTube and share on your website or social network (Facebook, Twitter, etc.)

Make time to respond to comments

Tag your videos with keywords

[Next Steps] Developing a Social Media Strategy,

Measuring Success & Sample Work Flow

Part I: Create a Social Media Strategy

Determine who will manage your online identity and accounts: Executive staff Marketing department Younger staff members

Determine time and resources available to spend on social media activities

Establish internal policies and procedures around social media use that are agreed upon by the organization

Develop user guidelines that state your expectations when others comment and what you as an organization deem appropriate as well as inappropriate

Part II: Measure Success

Set up Google Analytics for your website as well as other types of analytics for your blog and other social media service to measure traffic to your content

Examples: FacebookPage

http://www.facebook.com/advertising/?pages

Bit.ly (URL shortner) http://bit.ly/ that tracks link analytics

Google Analytics http://www.google.com/analytics/

Sample Social Media Workflow:

Step 1: Publish an editorial, personal story or research piece to website or blog

Step 2: Shorten the link to the published piece using Bit.ly http://bit.ly/

Step 3: Share the shorten link on Twitter

Step 4: Share the link on Facebook

Step 5: Measure success using Bit.ly, Facebook Insights, or Google Analytics

Step 6: Note any lessons learned (i.e., was it viewed more on Twitter or on Facebook? Was the topic interesting to your online community? Was it re-tweeted or shared by others on Facebook or blogged about)

Beware of Automation:

Cross posting between your blog, Twitter and Facebook might seem easy, be sure to treat each space separately. Online users do not like automated content and are quick to call out offenders.

Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

Step 1: Publish Your Story

Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

Step 2: Use Bit.ly to Shorten URL

Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

Step 3: Share Link on Twitter

Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

Step 3 1/2: Share Link on Facebook

Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

Step 4: Measure Success (Bit.ly)

Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

Step 4: Measure Success (Facebook)

Cambridge Community Television (617) 661-6900 - http://cctvcambridge.org

Step 4: Measure Success (Google)http://www.google.com/analytics/

Time Management:

Already swamped? Not sure how to fit social media into your already hectic day?

Here are three time-based options:

15 – 30 min/day: respond and publish

30 min – 1 hr/day: monitor, respond, and publish

1 hr or more a day: lurk, monitor, respond, and publish

Option #1: 15 – 30 min

Respond and publish:

Respond to Facebook, Twitter and other social media messages received and find ways to engage with your constituents

Publish new content: Post a link from your website to

Facebook Cross‐post on Twitter

Share community links from members or organizational partners

Option #2: 30 min – 1 hr

Monitor, respond, and publish:

See Option #1 and the following:

Set up and monitor Google Alerts: http://www.google.com/alerts

Set up RSS feeds in Google Reader: http://www.google.com/reader

Google yourself and your organization!

Option #3: 1 hr or more

Lurk, monitor, respond and publish:

See Option #1 & #2 and the following:

Check your Twitter feed throughout the day: Twitter tools: TweetDeck More Twitter tools on Mashable.com

Spend time online where conversations are happening

Spend time with content produced by your members and future constituents and respond to them

What Are Your Next Steps?

Please take 5-10 minutes to think about 1-3 solid next steps that you will take.

Share your next steps with your partner and be prepared to share them with the group.

Conclusion:

Remember that blogs, social networks and other social media platforms are just tools – and tools are only as good as their users: Take your time learning how to use the

tools effectively Identify which tools work for you and

the needs of your organization Respect your capacity and the

resource/time capacity of your organization

Be flexible and adapt to the tools that are the most valuable to your community members and intended audience(s)

[Resources]

Resources:

We Are Media – http://www.wearemedia.org/

Beth Kanter – http://beth.typepad.com/beths_blog/

Frogloop – http://www.frogloop.com/

Idealware.org – http://www.idealware.org/

Net Squared – http://www.netsquared.org/

Non-Profit Technology Network (NTEN) – http://www.nten.org/

Socialbrite – http://www.socialbrite.org/

Social Media Guide for Non-Profits – http://nonprofitsorgs.wordpress.com/

Tech Soup – http://home.techsoup.org/pages/default.aspx

Zen and the Art of Nonprofit Technology | http://zenofnptech.org/

Resources:

[Blogging] How to blog without the time sink - http://www.contentious.com/2007/09/05/how-to-blog-without-the-time-sink/

[Social Media Tips] 11 Guidelines to Social Media Success, 2007 - http://blog.searchenginewatch.com/071018-085826

[Social Media Tips] 10 Simple Steps To Social Media Success In 2008 - http://searchengineland.com/10-simple-steps-to-social-media-success-in-2008-13087

 Users/Influencers] Social Media Power Users and Influencers: Part I - http://thefuturebuzz.com/2008/09/24/social-media-power-users-and-influencers-part-1/

[Community Management] Essential Skills of a Community Manager - http://www.chrisbrogan.com/essential-skills-of-a-community-manager/

[News/Information] Getting Local: The Future of the Web - http://www.fastcompany.com/blog/allyson-kapin/radical-tech/getting-local/

[Content Strategy] WeAreMedia: What's Your Social Content Strategy? - http://beth.typepad.com/beths_blog/2009/11/wearemedia-social-content-and-deep-engagement.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+bethblog+%28Beth%27s+Blog%29

Resources:

Center for Social Media | Who is doing social media training? -http://www.centerforsocialmedia.org/blogs/future_of_public_media/who_is_doing_social_media_training/

Beth Kanter | Your organization’s social networking strategy doesn’t have to be like mastercard – you don’t have to be everywhere! - http://beth.typepad.com/beths_blog/2008/11/your-organizations-social-networking-strategy-doesnt-have-to-be-like-mastercard---you-dont-have-to-be-everywhere.html

[Wikis] Wikis Still Slow to Catch on internally, Externally - http://www.pbs.org/mediashift/2008/12/wikis-still-slow-to-catch-on-internally-externally344.html

[Twitter] Step-by-Step: How to Set Up A Nonprofit Listening Post - http://beth.typepad.com/beths_blog/2008/12/stepbystep-how-to-set-up-a-nonprofit-listening-post-twitter-part-1-.html

[ROI] Is It Worth It? An ROI Calculator for Social Network Campaigns - http://www.frogloop.com/social-network-calculator

[ROI] The ROI of Social Media - http://nten.org/blog/2008/01/11/the-roi-of-social-media

[Facebook] Using Facebook for Your Nonprofit - http://www.techsoup.org/community/facebook/

[Facebook] How to Build a Facebook community - http://www.socialbrite.org/2009/10/09/how-to-build-a-facebook-community-14-levers-you-need-to-be-pulling/

Thank you!

Colin Rhinesmithhttp://colinrhinesmith.com

Contact me:colin@cmediachange.net