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Strategic use of blogging and social media is critical for Great Lakes advocates reaching and engaging grassroots supporters, decision-makers, and funder. In this presentation we will cut through the endless list of new media tools to focus on how to strategically use blogs, Facebook, and Twitter to reach your target audience.
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Blogging & Social Media Essentials
Jennifer JanssenOnline Advocacy & OutreachNational Wildlife Federation
Healing Our Waters – Great Lakes Restoration
2012 Conference
My Background
Your Background
• Why are you here?• Do you blog, or do you want to blog?• Are you on Facebook & Twitter?
Why Blog
• Great search engine rankings• Journalists use blogs to source stories• Makes your org “real” & relevant
Why use Facebook.
• Your friends, family, supporters, media, decision-makers staff and donors are there.
• Social media users engage deeply.
250 “Likes”55 Tweets
What Content Lives Where
Formal
Informal Right Now
3 Years from Now
When to Write a Blog Post
• Today: Conference-inspired opinion piece • Reaction to relevant & timely news• Updates or overview of policy issue• Stories from events
• What else?
When & How to Use Facebook• 3+ times per week• Comment on & share content
– Your own content: blogs, news stories, features, reports, opinions, reactions
– Share friend’s posts: allies, journalists, decision-makers, funders, supporters.
• Post strong images
How to Write a Blog Post
• Catchy & concise – Write for audience– 700 words maximum– Active voice– Your voice
• Write for the web– Clear headlines – Subheadings– Text blocks < 5 lines– Compelling photos
When & How to Use Twitter• At least once a day• To share facts from blogs & news• When other people are (right now)
– Hashtag: #healthylakes
Hootsuite
Outline Your Blog Post
• Think:– Who are you talking to?– What do you want them to do?
• Write:– Your headline, lede text and action
• Social media– Facebook post (post image)– Bit.ly (share shortened link)– Tweet (fact with hashtag & link)
Go!
• Will you post this blog?
• Obstacles?