E F F E C T I V E U S E O F S O C I A L M E D I A F O R N O N - P R O F I T S

WHAT WE’LL DISCUSS:

Facebook, Instagram and Twitter o What’s the point?

o Some factoids

o Setting up your profile

o How to engage

o How to assess

o The good, the bad and the ugly

o ##Hashtags##

WHAT’S YOUR GOAL?

o To increase traffic to your website?

o To increase donations?

o To create more ways to interact with your organization?

o To create more of an online presence/share your mission?

o To connect with others?

FACEBOOK FACTOIDS

o Facebook has more monthly users (1.28 billion) than India has people (1.24 billion).

o 93% of adults in USA who use the Internet are on Facebook.

o The average Facebook post lifespan is 3 hours.

o The average Facebook page only reaches 7% of its fans daily.

oThe last 50 people and pages are tracked by Facebook

o Photos often get from 5 to 20 times as much interaction as any other type of Facebook post.

GETTING STARTED W/FB, INSTA & TWITTER

o Complete the “About” section.

o Include your mission statement, website and other contact info.

o Create a Facebook web address (easier for people to search for you)

o Create captivating cover photo

o Make sure to include web link in cover photo’s description

o Have your staff connect your company page to their personal profiles

• Design cover to account for profile pic.

• Make a good first impression

• Update cover around company events

• Include pertinent information on cover

• Create one easily at canva.com

ABOUT THE COVER PHOTO

EXAMPLES

Timely – centers around an event

EXAMPLES

Pertinent information

EXAMPLES

Visually appealing, call to action

POST EFFECTIVELY

Use your organization’s “friend” voice, not “brand” voice. You want people to listen, and Facebook is a friend network. Speak to your audience in a way they will hear you. Be social on social media!

Ask yourself:

• What does our community get passionate about?

• What’s truly useful and interesting to them?

• What needs are not being met by competing organizations?

• What are specific ways you can become indispensable in their lives?

Getting your current true fans talking about you with their friends on Facebook is key.

POST EFFECTIVELY o The quality of your posts are determined by the likes, shares and

comments they receive. If facebook deems them “high quality” they will appear more frequently on the news feed.

o Make it visual. Always use a photo or graphic. Pixabay.com & Compfight.com

o Post at the right time

o Make it current and relevant.

o Ask good questions to spark dialogue

o Tag other agencies

o Engage in other company’s posts

o Don’t overpost

o Know your audience (FB Insights)

THE GOOD

THE GOOD

Three hours later it had been shared more than 450 times and liked nearly 600 times!

THE GOOD

THE GOOD

THE NOT-SO-GOOD

THE NOT-SO-GOOD

THE COULD-BE-IMPROVED

FACEBOOK FROM YOUR PHONE

THE COULD-BE-IMPROVED

ASSESS, ASSESS, ASSESS

Look at Facebook Insights to determine:

• What types of posts got the most interaction

• How people are interacting

• When your audience is online

Are you achieving your goals? If not, rethink your strategy.

INSTAGRAM – WHAT IS ALL THE HYPE ABOUT?

• It’s a social network that operates through a smart phone app. People post photos using filters and short blurbs of text.

• Photos are often shared on Facebook and Twitter.

• People LOVE photos, so it might be worth embracing this fad.

HOW-TO

1. Download the app on your phone.

2. Create an account.

3. Start snapping and sharing!

4. Look for other organizations and people on Instagram and follow them.

5. “Like” photos of the people you follow.

6. Share your photos on Facebook and Twitter to create awareness of your Instagram account.

INSTA-PHOTOGRAPHY 101

• Take photos on the phone’s camera/digital camera and import them

• Make sure they are in focus (touch your screen before snapping photo)

• Make photos colorful and interesting

• Think about composition (things look better when they aren’t dead center)

• People like people – take photos of people!

• Some photos look better as rectangles -- consider using the app Squaready.

• Make a 15-second video

• Make an Insta-slideshow using Flipagram

COMPOSITION EXAMPLES

Out of focus, subject in center Focus is off center Colorful, cool angle, sharp

<< Photo is better not as a square. Imported from digital camera

TYPES OF PHOTOS

• Behind the scenes

• Special events

• Artistic

• Inspirational quotes/Text on image

• Collage (PicsArt is a good app)

• Regrams

• TBT

BEHIND THE SCENES

SPECIAL EVENT/TEXT ON IMAGE

Text on top of image. Gives viewer a great package of info. Phonto app is great for this.

ARTISTIC

Photo has little to do with this clothing company, but it’s Pretty and people like it.

INSPIRATIONAL QUOTE

Simple and elegant – It garnered several likes and one Long comment.

COLLAGE

#TBT

###### HASHTAGS ######

What in the heck is a hashtag?

• Hashtags help categorize photos so that they can be easily found.

• Followers will search for their favorite hashtags.

• Some popular ones: #tbt, #instagood, #love.

• Build awareness with hashtags (e.g. #bringbackourgirls)

• Don’t go overboard.

MORE TIPS

• Tag other organizations and people you follow using the “@.” People love to be noticed on Instagram.

• Tag locations

• Post at good times. Post when you assume your followers have down time and can check their accounts.

• Share to Facebook and Twitter.

• Like and comment on other peoples’ photos.

• Ask questions in the captions.

• Have a repost contest.

• Assess by how many likes you got on photos.

ADDING INFO TO INSTAGRAM PHOTOS

WHAT IS TWITTER?

• Twitter is a public forum where anyone can read, write and share messages, photos and videos.

• “Tweets” messages limited to 140 characters.

• Tweeting is a direct line to your community—it instantly connects people with your message.

• Information is shared immediately. People use it on desktops, tablets and mobile devices to share events, news and real-time conversations.

TWITTER TIDBITS

• Tweets shorter than 100 characters get a 17% higher engagement rate.

• Average life of a tweet is 18 minutes.

• There are about 9,100 tweets scrolling by per second on Twitter.

• Tweets with one or two hashtags receive 21% higher engagement than those with three or more hashtags.

• When someone retweets you, all his followers will see where the tweet originated.

• Twitter includes clickable hyperlinks and Instagram does not

• It’s easier to get on a company’s radar than on Facebook.

TWITTER TIPS • Find new followers by searching for relevant hashtags and

industry terms.

• Embrace trending hashtags by relating them to your organization.

• Tweet live; don’t schedule like Facebook. Tweet in the moment.

• Keep posts shorter than 140 characters so when people retweet they can add their own commentary.

• Include Twitter handles w/tweets (@username); increases retweets

• Have staff add your handle in their personal bios.

• Incorporate visual content. People like photos.

• Directly upload photos to Twitter rather than sharing them from Instagram.

NEWS FEED

MORE TWITTER TIPS

• No need to be overly formal on Twitter. Be conversational and friendly.

• Use bitly.com to create short links that are easier to view and share.

• Share unique info about your company that can’t be found elsewhere.

• Interact and respond. Thank those who retweet and favorite your tweets.

• Assess by how many RT and favorites your tweets get

• Check out business.twitter.com for lots of tips!

EXAMPLES

EXAMPLES

FACEBOOK VS. TWITTER

FACEBOOK VS. TWITTER

Where is their audience?

TWITTER VS. INSTAGRAM

74 tweets/retweets in three weeks Didn’t post to FB, but in this time span there were 20 FB posts.

INSTAGRAM VS. FACEBOOK

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