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Unlocking Opportunity through Social Media
for Student Organizers & Social Media Newbies
Jenna SpagnoloSocial Media Marketing Coordinator,Social Media for Nonprofits@Climate_Changed, @SM4Nonprofits
Student Lobby Conference 2015
#SLC2015
Social media is powerful for guerilla marketing because of its scope
Every minute there are:100 hours of video uploaded to Youtube,3600 photos uploaded to Instagram,>600,000 posts added to Facebook (Image via Third Degree Advertising)
@Climate_Changed#SLC2015
To reach goals, build engagement first
@Climate_Changed#SLC2015
Overall Social Media Philosophy to build engagement, reach
1. Be authentic 2. Stay consistent- on message and on time.3. Put out what you want back: Share other’s
material & they’ll share yours4. Whenever you can, include a call to action5. People love personal messages.
@Climate_Changed#SLC2015
@Climate_Changed#SLC2015
● Promote others more than yourself (80-20 rule).
● Post content relevant to your cause.
● Inspire responses.● Be clear, emotional,
factual.
More on Authenticity:
(Image via Statpro)
Background on & Twitter & Facebook are Mainstream- diverse and globalFacebook- great for eventsTwitter is helpful for connecting to peers and leaders.
@Climate_Changed#SLC2015
(Image via Third Degree Advertising)
LinkedIn- for blogging and connecting to professionals, especially through LI’s groups.Pinterest - visual content, good for selling or fundraising and reaching female Americans.Instagram- good for sharing photos, reaching younger audiences.
@Climate_Changed#SLC2015
Background on Other Channels
(Images via Third Degree Advertising & Coschedule)
(Images via Grow Fast Digital & Linchpin SEO)
@Climate_Changed#SLC2015
How To Use Facebook● Write in clear sentences. Keep it short.● Post a mixture of links, status updates, photos, and
videos.● Wording is important. Make sure your first 3-5 words
are interesting.
● Hashtag sparingly.● Stay consistent: 2-4 posts a week.
@Climate_Changed#SLC2015
Good FB Examples
@Climate_Changed#SLC2015
How To Use Twitter● Talk to people by tweeting at them or
DMs. Join Twitter chats.
● Source and shorten your links.
● Tweet images, links, join conversations
● Stay consistent- Post more often than Facebook.
● Follow those who are having conversations you like.
● Use Twitter lists to find people or organize your stream. (Check out @_UCSA’s list!)
● Size images to fit Twitter perfectly. Good tool is Canva.com.
@Climate_Changed#SLC2015
Wording is important!
(Image va Hubspot)
● Editing is key to say the most in 140 characters.
● Use action words● Ask people to RT● Tip: Starting tweet with
“@Climate_Changed” means you’re talking to me.“.@Climate_Changed” means you’re talking about me.
@Climate_Changed#SLC2015
The Art of Hashtags● Pair a general hashtag with a specific
hashtag○ Specific: #FundtheUC,
#FighttheHike, #edchat.○ General: #HireEd, #SocialGood
● Switch them up regularly. ● No more than 3 per tweet!● Crash chats & conferences using
just their hashtag(Via Social Media Today)
Good Examples of Tweets
@Climate_Changed#SLC2015
Exercise! Yay!Knowing what you now know, craft 1 tweet and 1 Facebook post about this session.
(Hints: You could share insights learned, quotes, photos, or just a general promotion of this talk.)
Use #SLC2015 and tweet at me (@Climate_Changed) or at the UC Student Association (@_UCSA).
@Climate_Changed#SLC2015
Some basic tips on event marketing/crowdfunding● Reach out to people directly.● Invite people to share and RT, especially by giving
them a marketing toolkit.● Include images.● Have a very clear call to action with all needed
information.
@Climate_Changed#SLC2015
Examples of Marketing Toolkits
(Via HandsOnTech, Tech Impact, & Social Movement Technologies)
Give your audience ready-to-go tweets, posts, & emails to promote your event.
@Climate_Changed#SLC2015
Quick note on analytics● It’s less important what you measure than that you
measure your social media analytics● Through data, you can learn who your audience
is, what types of posts they like, how fast your page is growing, when to post, and how many people are engaged or being reached, so overall, if you’re reaching your goals.
● Most social platforms have their own built-in analytics○ Facebook pages, analytics.twitter.com
Thank you!Keep learning by finding SM4NP on Facebook, Twitter, Pinterest, Instagram, or LinkedIn.
Find me on Twitter @Climate_Changed or on LinkedIn. (I’m Jenna Spagnolo)Questions?