How to Create an Effective Social Media Strategy September 9, 2014 3:00 P.M. EST

1. 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.

2. Facebook Use Among NRHC Members 52% Do not use Facebook, or use it inconsistently. 31% Use Facebook consistently, but do not use it for advocacy or have not adopted best practices. 17% Use Facebook consistently to support the organization’s advocacy and have adopted best practices.

3. NRHC Social Media Poll What is the biggest challenge to maintaining an effective social media presence? 55% Lack of a strategy and limited resources. 23% Lack of expertise or familiarity. 16% Not a priority for organization. 6% Other

4. Creating a Social Media Strategy A step-by-step process

5. Step 1: Learn the Basics

6. 61% of Rural Residents Use Social Media

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

8. Social Media Poll What are your organization’s social media objectives?

9. Step 3: Staff and Resources

10. Step 4: Track Performance

12. Step 5: Create and Integrate a Visual Brand

13. Square Avatar

14. Compelling Cover Photo

15. Websites

16. E-Newsletters

17. Blogs

18. Other Social Media Platforms

19. 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.

20. Step 7: Create and Share Content

21. Inspirational Quotes

22. Memes

23. Current Events

24. Infographics (Piktochart)

25. Step 8:

26. Learn from the Best NRHC Members • CEI, Maine • CHIP, California • FAHE, Kentucky • Self-Help Enterprises, California Other Organizations • National Public Radio • Wounded Warrior Project • ONE Campaign • AARP • Girl Scouts

27. Resources • NRHC Social Media Resources • NRHC Toolkit: Creating a Social Media Strategy • NRHC Toolkit: Using Local and Social Media to Support Your Advocacy • Free Technical Assistance for NRHC Members • Follow On Facebook • Nonprofit Tech for Good • New Organizing Institute • Socialbrite • Sample Social Media Policies • TechSoupand 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.

28. Questions?

29. Frontier Housing, Inc. Wendy Puckett, Fundraising and Development Director Malcolm Bailey, AmeriCorps VISTA Our Mission: To provide affordable housing solutions to build better communities.

30. Our Cover Photo PosterFuse.com

31. Our Objectives • Increase intake • Audience = potential customers and word-of-mouth referral sources • Proliferate messaging • Generate buzz

32. Why Only Facebook? • Platform of choice for our market • Small staff • Quality over quantity

33. 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

34. Sample of Scheduled Posts

35. 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!)

36. 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.

37. Our Likes

38. Campaigns Work!

39. 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

40. Questions?