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Social Media Workshop for community organisations and charities
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Social Media Marketing and engagement
Paul McGarrity
What is Social Media and how to use it effectively
Facebook and Twitter best practice – with examples and exercises
Social Media Management
Key Learnings
Social Media Overview?Social Media Fundamentals
Community: Friends, charities, comedians, news sites etc
News Feed of ‘status updates’
Content: User Generated or sharing
Interactive: direct messages, comments etc
Key Characteristics
Social Media Overview?How Organisations Use Social
Media
Source: About that first Tweet, 2013
“All about me…”?
Stories on social media
News Reaction: Your Views
Social Media Overview?Social Media Channels: Facebook and
“The world’s most popular social networking site where users can form a community of friends and interests. Users post status updates and engage with others by liking, sharing and commenting on their friends posts or messaging others”
Definition
Facebook Newsfeed: What
excites you?
Leveraging the power of the Facebook network to:
• Raise the visibility of your business • Create buzz around your issues, products
or service • Engage with people on Facebook
Facebook Marketing
Social Media Overview?Setting Up a Facebook Page
Profile
Page
Facebook Groups
Social Media Overview?Facebook Page Overview
Social Media Overview?Facebook Fan / Audience
Overview
• Advertising
• Upload a contact List to Facebook
• Identify audience on social media
• ‘Like’ client and audiences accounts
• Solus Email about Facebook Page launch
• Real time engagement
Ways to build your
communities
Social Media Overview?Content and Engagement*
Leveraging the power of the Facebook network to:
• Raise the visibility of your organisation • Create buzz around your issues or services
• Interact and engage with relevent people
Facebook Marketing
EngagementContent
Content Types: Examples
Social Media Posts
Events
Your News
External News
Videos
Photos
Create and promote a Facebook Photo
Album
Questions
Events
Social Media Overview?Storytelling on Facebook
Native Storytelling. Engaging Around
Culture and News
?
NB: Cultural Topics
Social Media Overview?Examples: Great Ormond St.
Hospital and Voltaire Diamonds
Storytelling on Facebook
Visuals
Is it Interesting?
Encourage Feedback
Always Topical
Always Topical
Questions / Canvassing
Why?
Social Media Overview?Recap: Facebook Content and Engagement
Social Media Overview?
Top Tips Overview
Do your research and get your content right – before you start
Be topical, short, edgy and interesting – never boring!
Invest in Facebook advertising and promoted posts if you need to boost a campaign, profile
Successful Engagement is About:
• Relevant and timely• Emotional appeal • Crowdsourcing – Ask questions, polls and
survey• Replies to posts • Sharing Content
Facebook Content Exercise
Consider an upcoming campaign or event you are running.
• How might you build / grow your Facebook audience
• Brainstorm ideas on the types of content and posts you will use to promote it?
• What news or cultural stories might you use to interact with people / stakeholders
Exercise
Check out the Facebook Pages for:
• Play England• Mencap
Q. What kinds of stories do they talk about?
Q. How are they using different types of content?
Q. How to they engage with their fans?
Social Media Overview? Twitter
“Networking party, full of random people sharing news and views”
“Strangers can join in conversations….and not sound like a stalker”
Definition
“Twitter is a social networking service that allows members to broadcast ‘tweets’ of up to 140-characters…..”
Social Media Overview?Why Use it…?
Discovery
Connection
Self Expression
Discovery: Breaking News
Connection
Self-Expression
Social Media Overview?Twitter Demo
Social Media Overview?How Organisations Uses
“All about me…”?
Marketing in the Moment
‘We know this moment will happen……’
Always On
Retweeting Brand fans
Real-Time Chat / Networking
Use of Trending Hashtags
Hashtags and Integrated
Comms
Social Media Overview?Exercise
Exercise
Check out the Twitter Profiles for:
• Play England (@playengland)• Mencap (@mencap_charity)
Q. What kinds of topics do they tweet about?
Q. How are they using different types of content?
Q. What are the benefits for them using Twitter?
Social Media Overview?Additional Social Media Channels
Blog: A ‘web log’ – a regular online diary about a topic,
hobby, interest.
Blogs are set up by individuals who are passionate about
their subject matter. They encourage and respond to
comments from other people.
The Myth of The ‘Viral Video’
“A viral video is a video that becomes popular through the process of internet sharing typically through video sharing websites, social media and email”
‘Viral’ Video
“Viral” is something that happens to a video.
Social Media Overview?Video Options
User GeneratedContent
Social Media Overview?Production Options
External Production
In-House Video Training
Social Media Overview?Marketing
Social Media Overview?Social Media Management
Social Media Overview?Developing a Social Media
Plan
“We really should be using And ”
We think about the tools, but we should be thinking about…..
Social Media Strategy – Summary
Resourcing, Management and Skills Training
Audience Mapping and Building
Social Media Networks – Selecting the right networks
Content and Tactics
Metrics – Analysing Success
Win over senior Mgt – need to educate and get them to
understand social
Training and Continuous
Development
Social Media Overview?Social Media Risk
Main Social Media Risks for Organisations
Social Media Policy
Exercise
In a short paragraph define your social media strategy.
Think about the options for developing and posting great content. What types of areas might you promote / talk about on social media in the future……?
Paul McGarrity
