How to Create an Effective Social Media Strategy

September 9, 2014

3:00 P.M. EST

Sarah Mickelson, Rapoza Associates

Wendy Puckett and Malcolm Bailey, Frontier Housing

NRHC would like to thank Capital One for its generous support of this advocacy webinar.

Facebook Use Among NRHC Members

31%

17%

Use Facebook consistently, but do not use it for advocacy or have not adopted best practices.

Use Facebook consistently to support the organization’s advocacy and have adopted best practices.

52% Do not use Facebook, or use it inconsistently.

NRHC Social Media PollWhat is the biggest challenge to maintaining an effective social media presence?

23%

16%

Lack of expertise or familiarity.

Not a priority for organization.

55% Lack of a strategy and limited resources.

6% Other

Creating a Social Media Strategy

A step-by-step process

Objectives

Audience

StaffingContent

Impact

Step 1: Learn the Basics

61% of Rural Residents Use Social Media

Step 2: Objectives and AudienceSocial media is a tool, not an end in and of itself.

Objectives Audiences Platforms

Raise Awareness

Mobilize Supporters

Support and Recruit Members

NRHC Members

Other Advocates

Congress/ Agencies/ State & Local Gov

Facebook

Twitter

Social Media Poll

What are your organization’s social media objectives?

Step 3: Staff and Resources

Social Media Responsibilities Staff A Staff B Staff C

Facebook (3-4 posts/wk) = 4-6 hrs Admin Admin Support

Twitter (3 tweets/day) = 5 hrs Admin Admin Support

Blog (1 post/wk) = 5-10 hrs Admin Support Admin

Step 4: Track Performance

Examples of Social Media Goals

Aug Sept Oct Year-End Metrics

25% Increase in FB Fans

190 200 237

250 new newsletter subscribers

3,464 3,467 3,714

20 new NRHC members 155 157 175

200 new petition signers 1,466 -- 1,666

Other possible goals:• Online donations?• Number of volunteers?• Downloads of content?

Step 5: Create and Integrate a Visual Brand

Square Avatar

Compelling Cover Photo

Websites

E-Newsletters

Blogs

Other Social Media Platforms

Step 6: Create a Social Media Calendar

TIPS

• Allow for flexibility, do not micromanage.

• Limit to 3-4 Facebook posts a week.

• Work backwards from big events and news.

Step 7: Create and Share Content

Inspirational Quotes

Memes

Current Events

Infographics (Piktochart)

Step 8:

Learn from the Best

NRHC Members

1. CEI, Maine

2. CHIP, California

3. FAHE, Kentucky

4. Self-Help Enterprises, California

Other Organizations

5. National Public Radio

6. Wounded Warrior Project

7. ONE Campaign

8. AARP

9. Girl Scouts

ResourcesNRHC Social Media Resources• NRHC Toolkit: Creating a Social Media Strategy• NRHC Toolkit: Using Local and Social Media to Support Your A

dvocacy• Free Technical Assistance for NRHC Members

Follow On Facebook• Nonprofit Tech for Good• New Organizing Institute• Socialbrite

Sample Social Media Policies• TechSoup and Idealware Guide to Social Media Policies• Legal Issues• Crisis Communications• Online Database of Social Media Policies• Policy Tool Template• Frontier Housing’s Social Media Policy• Save this social media sizing cheat sheet.

Questions?

Frontier Housing, Inc.

Wendy Puckett, Fundraising and Development Director

Malcolm Bailey, AmeriCorps VISTA

Our Mission: To provide affordable housing solutions to build better communities.

Our Cover Photo

PosterFuse.com

Our Objectives

• Increase intake– Audience = potential customers and word-of-

mouth referral sources• Proliferate messaging• Generate buzz

Why Only Facebook?

• Platform of choice for our market• Small staff• Quality over quantity

Our Process

• Schedule one post for every business day one week in advance– Takes professional volunteer about 4 hours

• Meet once/week to tweak posts and brainstorm for next week– Takes social media team 1 hour

• Spontaneous newsworthy posts trump scheduled posts

Sample of Scheduled Posts

Tips

• Keep it under 300 characters (sweet spot is around 150)• Be conversational, avoid jargon• Know your audience• Pictures are always a plus (especially people pictures)• Having a few “content categories” aids content creation

• e.g., Q&A, sales pitch, “did you know?”, housing news, etc.

• Share posts from partners• Deepens partnerships and creates connections among mutual fans

• Know how to share a link (next slide!)

Share a Link

1. Type the link you want to share; remove it after the preview pops up

2. Use the arrows to change available pictures or upload your own

3. Change the link title and/or content preview

Be sure to link to your website often.

Our Likes

Campaigns Work!

Difficult Situations

• Delete– Hateful/offensive comments– Posts with disputed photo rights

• Engage– Commenters with legitimate complaints• Try to resolve the issue, provide office phone number

Questions?