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Fission Social Media TrainingAn Overview of “Socnets”
But seriously, why social media?● Allows new & current supporters
to learn about mission, new actions, get involved in current work
● Each org has a specific voice or style to spotlight on social
● Rally the community around issues that are most important
● Reach your real targets - through ads, get a return on your efforts and see which ads ACTUALLY work
The Fission 6 Way Test1. Would I open this if I saw it in my inbox or newsfeed?2. Would I keep reading after the first sentence?3. Is there an image that makes me want to act?4. Would I take the action this is requesting?5. Would I share this with at least one other person?6. Can I measure how people are going to engage with
this?
Platform Matters!
Instagram Twitter
Ads: Platform (still) Matters!Facebook:
● Text must be less than 20% of image● Recommended 1200 x 628 pixels● Headline text: 25 characters● Text: 90 characters● News Feed Link Description: 200 characters● Up to 6 images with same text
Twitter:● 140 character tweet ● 590 x 295 px image minimum● For cards: 800 x 320 (we don’t like cards)● Recommend 3-4 tweets (can be promoted-
only or existing tweets)
Ads: The Right AudienceBased on our experience…
● Facebook:
o Pictures of kids (lots of moms)
o Pictures of people
o Keep it simple but not vague
● Twitter:
o Pictures of things (including landscapes)
o Use hashtags!
o Keep it short (no need to use up 140 chars)
Social Ads OptimizationQuestions to ask:● Of who we targeted, who clicked?● Which images were the best?● Which language worked the best?● Did people do the thing we asked them to on
the site? (Refer to Google Analytics)
Facebook for Business● Traditionally we’ve run ads
through our own Power Editors… that’s a no-no
● Check out Facebook for Business and get accustomed to the layout
● Runs exactly the same as Power Editor but can add agencies, share logins, and other useful info with people within the org
Building a FB Audience● Post daily● Keep posts short-ish (no one
“Reads more”)● Photos are best● Share updates on work, top actions● Engage audience with questions● Links are good – or you could put it
in the link caption?● Don’t ask people to “Like”, “Click,”
“Buy,” “Download,” etc., Facebook will bury you
● Share from others
Building a FB Audience (Ads)
● There are three kinds of audiences: Custom Audience, Lookalike Audience and Saved Target Group
● Using pre-existing email lists you can target to these individuals (OR exclude them from your marketing)
● You can build from people who already like your page (or other pages)
● Choose demographic and geographic attributes of individuals to build an audience with ads
Campaigns on Power Editor● I HIGHLY recommend we use
proper naming conventions for campaigns in Power Editor.
● Campaign - the name of the campaign / client you are building for (plus which week ie; Week 1, Kickoff, etc)
● Ad Set - who is the audience and what is the target?
● Ad - how will we know which ad is which if we look at a spreadsheet?
Anatomy of a Facebook Ad ● Selecting a Facebook
Page ● Website URL ● Display URL ● Text ● Headline ● Link Description ● Image
Facebook Insights
Facebook Benchmarks● Page Likes / New Likes / Growth Rate● Post reach● Post likes● Post comments● Post shares● Link clicks● Photo views
Facebook Messages: Be Cool● … but mostly friendly, brief, and
professional● Part of community management
should always be reading direct messages and deciphering what should get a response
● Spam - no● Criticism - probably not (unless it is
that they can’t access a page or click your link)
● Friendly, networking type conversations - yes
Building a Twitter Audience● Post 3-4 times daily (during work
hours)● Post photos sometimes● Links are cool● Don’t use 140 characters if possible● Use 1-2 hashtags (#dont #be #that
#guy)● Retweet! Reply! Favorite!● Participate / build a community around
a hashtag● Be consistent to your brand’s voice
(professional / fun / informative / cats)
Twitter Reporting
Google Analytics - Social
Google Analytics - Referrals
Don’t Forget Instagram● Hashtags (but not too
many)● Square photos● Short text, be fun● Tag @ places! ● Get on board with
albums + short videos!
