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This presentation was developed in early 2012 for Jewish organizations in Western Massachusetts. It focuses mostly on more advanced uses of Facebook to engage an audience. This presentation also touched upon basics and best practices for Twitter. Finally, there was some discussion about setting goals for effective use of Social Media.The session covers:- How Facebook EdgeRank determines what content will be seen by those who Like your Page (and how to take advantage of this formula)- Great content ideas for Facebook- Planning content to be more efficient and ensure communications are consistent across media channels- Promoting your Facebook presence online and off- Taking advantage of the new Timeline features of Facebook- Twitter basics
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Social Media 201What Else Can You Do?
May 2012
Kevin Martone
Technology Program Manager
Grinspoon Institute for Jewish Philanthropy
FACEBOOK900 Million Monthly Users Can’t All Be Wrong
From Carie Lewis, Humane Society of the US (@cariegrls)
What Will People Actually See?
The following determine how likely the people who Like your Page will see a post:» Recency – Posts within the last few hours are
more likely to be Top News» Relevancy – If the user Likes, comments on,
or Shares your Posts (or if they simply return to your Page), your posts are more likely to be in their Top News
» Resonance – If a post gets a large number of comments, Likes, and Shares overall it is more likely to be Top News
Ask Questions
Questions for Your Social Presence? It’s Teacher Appreciation Week! Thanks to all of our dedicated
teachers at <School Name>. What teacher made a great impact on you when you were in school?
What is your favorite book to read with your children? Happy Memorial Day! What book are you planning to bring
with you to the beach this summer? What is your child’s favorite subject here at <School Name>?
Is it your favorite, too? Children can be picky eaters. Any easy kid-friendly dishes
your kids will eat? What fun family activity do you have planned for the
weekend? Welcome back to school! Where did you travel this summer?
NOW YOUR IDEAS!!
Ask for Likes and Shares
Ask People to Respond!
Phone? Email?
Can you
respond to my
questions on
Facebook?
Exercise: Identify 5 people in
your Community to respond to your questions
Contests
Make It Easy for People to Act
Plan Your ContentWeek Days Monday Tuesday Wednesday Thursday Friday Weekend
Month January
Week of:Focus: Promote new sign-ups
Legend: Jan. 1Smith Family Profile
Status Tag Event on JCC Pg
FB Posts this wk
Theme: Personal Stories
eNewsletter Jan. 8JCC Reading
Video of Event
FB Posts this wk Keywords:
Facebook - Wall Jan. 15
Send link to sign-up for PJ
FB Posts this wk
Events: Readings at JCC
Facebook - Update Jan. 22
FB Posts this wk
Facebook Collab Month February
Video Week of:Focus: Love the PJ Library!
Blog Feb. 1Promote Feb. Readings
What do you love about PJ Library?
FB Posts this wk
Theme: Love of Books, PJ
Print Newsletter Feb. 8
Status Tag Event on JCC Pg
JCC Reading
Video of Event
FB Posts this wk Keywords:
Twitter Feb. 15FB Posts this wk
Events: Readings at JCC
PR Feb. 22 FB Posts this wk
Events Month March
Week of: Focus: Passover
Mar. 1FB Posts this wk Theme: Passover
Mar. 8FB Posts this wk Keywords:
Mar. 15FB Posts this wk
Events: Various Passover Events
Mar. 22 FB Posts this wk
Month April
Schedule Content
Connect FB Relationships to the Real World
Cross-Promote!
Status Tagging
New Facebook Page Layout
Cover Photo
Milestones
Pin Content to Top of Page
Highlight Content – Width of Screen
TWITTERIt’s Not Just About What You Had For Breakfast
Twitter for Nonprofits 26July 21, 2009
Twitter Lingo
Tweet An update on Twitter
Follow/ Unfollow
Determines which tweets will show up in your personal twitter feed – who/what you want to read
Followers People subscribed to receive your tweets
Hashtags (#) Allows easy searching; global “conversation”
Retweet (RT) Forward other people’s tweets
@ Replies Send (public) msg directly to user on Twitter
DM (Direct Messages)
Send (private) msg directly to user
Favorites “Save” specific tweets as favorites
Block Block a User from Following your Tweets
Conversation
Sharing Information
Make It Fun!
#TweetChats
PINTERESTRecipes, Fashion, Dream Weddings…So What?
Share Your Interests Visually
BLOGCentral Location for Your Organization’s Content
Blog
What Goes Viral?
Goals?
Enrollment Increased Awareness Event Attendance Build Community Donations Other?
What are YOUR top 2-3
priority goals online?
What’s YOUR Plan?
2-3 Priority Goals for YOUR Organization» 3 Tactics to help you reach EACH of those goals
Goal 1______________
Goal 2______________
Goal 3______________
Blog_________________________________________________________________
Twitter, Other SM_________________________________________________________________
Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)
Other_________________________________________________________________
Trad. Newsletter/Direct Mail____________________________________________________
Website_________________________________________________________________
Facebook_________________________________________________________________
eNewsletter_________________________________________________________________
Phone_________________________________________________________________
In Person_________________________________________________________________
Events_________________________________________________________________
Go For It!
