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Digital Organizing and Social Media 101 Training

Digital Organizing and Social Media 101 Training. Navigating the wilderness of social media!. Hello, I’m Kate. What We’ll Cover Today. Intro and what is digital organizing? What tools can we use, and how to choose the best fit? How do we keep folks engaged and keep the conversation going?

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Digital Organizing and Social Media 101 Training

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  1. Digital Organizing and Social Media 101 Training Navigating the wilderness of social media!

  2. Hello, I’m Kate.

  3. What We’ll Cover Today • Intro and what is digital organizing? • What tools can we use, and how to choose the best fit? • How do we keep folks engaged and keep the conversation going? • Questions?

  4. Think About a Digital Community You’re a Part of • What platform do you use to keep up with this community?(Twitter? Email? Facebook? Text? Blog? Website?) • What keeps you coming back? • What qualities make up the voice of the content? (Funny? Serious? Heartfelt?)

  5. What Is Digital Organizing? Digital organizing is the process of building relationships and mobilizing people through online interactions. With a new generation growing up on social media, digital organizing has become a necessary tool for today's organizer. From the campaign to stop the Keystone XL pipeline to #BringBackOurGirls, we can use digital organizing to raise the visibility of campaigns and to educate and mobilize the public.

  6. What Kind of Digital Organizing Have You Done Already? Odds are, you’ve already done some!

  7. Theory of Change Definition: The problem we need to solve and how we are going to solve it. Questions to Ask Yourself: • What and/or who are we trying to protect and why does it matter? • What is the threat? • Who can stop that threat? • What do we need to do to get them to stop it?

  8. Climbing the Ladder of Engagement

  9. Remember, We Are Weird! We are policy wonks! SO…. That means that we are bad examples of what the average reader wants.

  10. Tools!

  11. AddUp! What is Add-up?: A community of actions to keep you engaged in all variety of national and local environmental issues Sierra Club organizers are working on. How can *I* use AddUp to engage my community?: • Share preloaded tweets to get the word out • Recruit your friends to take action • Share the shortlink on your twitter or facebook accounts (sc.org/savethearctic)

  12. Using the Right tool

  13. Pros and Cons of Different Platforms • Facebook: Many people using this site. Having good quality content can attract folks to a cause. • Twitter: 140 character limit* but ability to talk directly to specific constituents and targets. Good for breaking news. • Instagram: Beautiful imagery but hard to include links in posts. *May soon change, but clarity and brevity are still key!

  14. Facebook Best Practices What makes a good post? • Blurb with less than 400 characters text (sweet spot is 150-200) • Image or video with description or link with an interesting preview image • Diversify content and post what your network will want to see • Avoid jargon Currently, the algorithm favors... Posts with a lot of engagement • Facebook Live • Trending topics and conversations • Share-ability • Posts most relevant to individual users • Informative posts • Entertaining posts

  15. Twitter Best Practices • Respond to @s, Check your DM inbox and RESPOND • Don’t be afraid to use shorthand that your community will understand. • Follow good users and retweet good content • Use “@’s” for key decisionmaker targets in your tweets! What makes a good tweet? • Quotes, statistics, images, links • Hashtags to join a conversation • Shorter is better (even with expanded characters coming, keep it brief!)

  16. Instagram Best Practices What makes a good Instagram post? • Eye-catching picture • Multiple hashtags (up to 11) • Square image, not cropped • Use filters • Respond to comments on your photos • Check your DM inbox and interact • Hashtags are part of the messaging, use them!

  17. When to Use What Facebook: Connecting to your own network and extended friends network, sharing content to enter your friends’ newsfeeds Twitter: Join the larger conversation, using hashtags to join trending discussions, target key officials using @ in your tweets Instagram: Share great photos of places that deserve to be protected, and groups of folks in your community getting involved Addup: Always! Addup is great and gives folks tons of ways to get engaged, keeping them plugged in for longer.

  18. Your Turn! • Share a National Geographic article with beautiful images attached, about a special species in the Arctic • Help people quickly direct messages of support for arctic protection while attending an event • Share photos of a petition delivery and rally at your Senator’s local office

  19. Things to Remember Don’t forget the following keys to social success: • These sites help connect an issue with a community, not solely as a way to push a message, cause, or action. It’s a two-way street. • Your personal and local network is made up of real people, like you. When posting, remember that you are conversing with them. • There is no such thing as a perfect platform. In your social strategy, you may use one, all, or none of the sites mentioned. Each person/group is different. • Each site has a natural way of being used. Becoming fluent in this is the best way to connect with folks using those platforms. • Provide value to those listening to you online. It’s not a soapbox.

  20. That’s it! Any Questions?

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