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Blogging & Social Media Essentials Jennifer Janssen Online Advocacy & Outreach National Wildlife Federation Healing Our Waters – Great Lakes Restoration 2012 Conference

Blogging & Social Media Essentials

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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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Page 1: Blogging & Social Media Essentials

Blogging & Social Media Essentials

Jennifer JanssenOnline Advocacy & OutreachNational Wildlife Federation

Healing Our Waters – Great Lakes Restoration

2012 Conference

Page 2: Blogging & Social Media Essentials

My Background

Page 3: Blogging & Social Media Essentials

Your Background

• Why are you here?• Do you blog, or do you want to blog?• Are you on Facebook & Twitter?

Page 4: Blogging & Social Media Essentials

Why Blog

• Great search engine rankings• Journalists use blogs to source stories• Makes your org “real” & relevant

Page 5: Blogging & Social Media Essentials

Why use Facebook.

• Your friends, family, supporters, media, decision-makers staff and donors are there.

• Social media users engage deeply.

250 “Likes”55 Tweets

Page 6: Blogging & Social Media Essentials

What Content Lives Where

Formal

Informal Right Now

3 Years from Now

Page 7: Blogging & Social Media Essentials

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?

Page 8: Blogging & Social Media Essentials

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

Page 9: Blogging & Social Media Essentials

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

Page 10: Blogging & Social Media Essentials

Facebook

Page 11: Blogging & Social Media Essentials

When & How to Use Twitter• At least once a day• To share facts from blogs & news• When other people are (right now)

– Hashtag: #healthylakes

Page 12: Blogging & Social Media Essentials

Twitter

Page 13: Blogging & Social Media Essentials

Hootsuite

Page 14: Blogging & Social Media Essentials

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)

Page 15: Blogging & Social Media Essentials

Go!

• Will you post this blog?

• Obstacles?