Social Media Essentials: Strategy, Platforms, and Engagement

1. Facebook, Twitter & Dot What? Social Media PrimerAprill O. TurnerCommunications & Media Relations DirectorCampaign for Youth Justice

2. Overview of Today’s Session • The Case for Social Media : Why it Is Important to our work; • Using social media strategically; • Which social media platforms are most useful; • Social media & time management; • Social media & measurement; • Social media resources; • Promoting your social media platforms; • Question & Answer

3. Why Social Media Is Important To Our Work • Eliminate the third party • Cost effective; • It’s quick; • Good for fundraising & friend-raising; • New opportunities to listen, engage, and monitor our progress; • We have little choice.

4. Creating A Social Media Strategy • Clarify your main goals and your social media objectives – what are the actions and outcomes you want to achieve? • Decide what to use - Research and evaluate where your supporters are most likely to be online and channel resources there; • Evaluate what time and resources are available to you and your team; • Determine how you will measure your effectiveness.

5. How Media Consumption is Changing - Pew Research Center’s Project for Excellence in Journalism

6. Social Media Today

7. What Social Media To Use? --Jeff Bullas, 2013

8. Social Media By the Numbers Facebook use 900 million active members, 526 million of which log into Facebook every day; 65% of U.S. adults have a Facebook account YouTube use 120 billion videos are viewed per month Twitter use About 500 million Twitter accounts send over 5 billion tweets per month --PEW

9. Use photos, links, videos and other rich media in your posts; • Profile pictures matter/ Switch up your cover Image once a quarter; • Who you know gets noticed; • Content on top wins; • Utilize the “Events” feature to promote your events; • Don’t over use hashtags; • Erase Url’s • Monitor for questions and respond regularly.

10. Complete your profile with a photo, description, background, cover photo, website URL and any relevant hashtags; Utilize #hashtags but double check they work; Create messages that are less than 140 chachters, so it can be Retweeted; Shout out your friends and partners; Actively engage with your audience.

11. Record and Live Stream your events to create content; • Make sure your videos have the correct meta data included (video titles, tags and complete descriptions); • A good title should include: What the video is about, where it took place, and the date; • Share your videos on your website or other social media platforms; • Get creative LINK- http://www.youtube.com/watch?v=r4R2AorZrTQ&feature=c4-overview-vl&list=PLnzbsl0TETDeFHaM32SgCfSwoa0MC5CHG

12. No need to reinvent the wheel - what you share can be your visual images from FB, and Instragram; • Let your hair down; • Build friends, follow like-minded Pinners; • Raise some funds- i.e. silent auctions,

14. Great place to meet people/ groups with similar interests; • Great place to find volunteers; • Linked In also has status updates, can automatically feed from another social media platform; • Requires little maintenance; • Include a way to contact your org; • Note: You will get solicitations.

15. Be the Expert; • Make it Pertinent; • Include Useful Information; • Make it Engaging: • Spark Discussion; • Ensure appropriate Length

16. Establish an account with the same handle as your twitter account; • Complete your profile with a photo, description and website address; • Utilize hashtags. • Promote your content by reposting on other social channels; • This content can be almost identical to your Pinterst content.

17. Infoghraphics & Memes

19. Very similar to Facebook; • Cross Promote • Google Product

20. Branding Your Social Media • Use your logo and and be consistent with imagery across all channels; • Fully complete your channel profile to give off a professional image; • Be consistent in naming your channels as much as possible- • @splcenter on Twitter & Instagram • Cross platforms pushes (Instagram > Twitter) works on both platforms.

21. Engaging Your Audience • Actively monitor your social media channels to engage with your community. • Ask questions • Post consistently • Like and comment on posts on Facebook • Favorite and Re-Tweeton Twitter • Follow #Hashtags that make sense • Like and/or comment on photos on Instagram

22. Social Media & Time Management • Manage Your Time Wisely - Decide up front how much time you can spend on this: • Pre-write your posts/ make a calendar • Schedule your social media • Don’t obsesses over the small stuff • Have other’s help you • Steal stuff • Have your social media accessible to you • Create ONCE and repost everywhere else

23. Measurement • Set a realistic goal; • Hashtags are measuring tools; • Use analytic software, ie. HootSuite, TweetDeck, Facebook Admin Page, TweetReach; • Use time as your benchmark

24. TweetReach Example

25. Facbook Admin Page

26. HootSuite Example

27. Resources • Save Time: TweetDeck & Hootsuite • Get Visual: Imgur, LiveMeme, QuickMeme, PinWords • Measure it: Facebook- Admin Page, TweetReach, Hootsuite & TweetDeck can also measure • Stay Informed; Mashable, Social Media Today, Alltop

28. Promote Your Social Media • Establish an account with the same handle as your twitter account. • Complete your profile with a photo, description and website address. • Utilize hashtags. • Promote your content by reposting on other social channels. • Engage with your community.

29. Question & Answer