Transcript Document
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 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. 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% 6% Not a priority for organization. Other Creating a Social Media Strategy Objectives Impact A step-by-step process Content Audience Staffing Step 1: Learn the Basics 61% of Rural Residents Use Social Media Step 2: Objectives and Audience Social media is a tool, not an end in and of itself. Objectives Raise Awareness Mobilize Supporters Support and Recruit Members Audiences Platforms 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 25% Increase in FB Fans 190 250 new newsletter subscribers 3,464 20 new NRHC members 155 Sept 200 237 3,467 3,714 157 175 200 new petition signers 1,466 -- Other possible goals: • Online donations? • Number of volunteers? • Downloads of content? Oct Year-End Metrics 1,666 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 1. National Public Radio 2. Wounded Warrior Project 3. ONE Campaign 4. AARP 5. Girl Scouts 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 • 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-ofmouth 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 2. Use the arrows to change available pictures or upload your own Be sure to link to your website often. 1. Type the link you want to share; remove it after the preview pops up 3. Change the link title and/or content preview 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?