Transcript Document

Social Media Webinar
September 17, 2013
Panelists:
Sarah Mickelson, Rapoza Associates
Ayrianne Parks, Rapoza Associates
Bailey Richards, Housing
Development Alliance
NRHC thanks Capital One for its generous support of this
advocacy webinar
Introduction to Social Media
NRHC Social Media Survey
30%
Do not have a Facebook page or do not use it consistently.
60%
Do not regularly use Facebook for advocacy.
10%
Regularly use Facebook for advocacy.
Ayrianne Parks
Rapoza Associates
Getting Started
1.
2.
3.
4.
5.
Understand your objectives.
Determine your target audience(s).
Learn how social media platforms work.
Calculate how much time you have to invest.
Create a social media plan.
Establishing Objectives
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Cultivate better relationships with funders or
lawmakers?
Find volunteers or potential clients?
Educate the public about the importance of rural
housing?
Build awareness of your organization and your
successes in your community?
Create a community ready to engage and take action
on advocacy?
Building an Audience
• Add social media
accounts to your email
signature
• Add widget to your web content to make sharing
easier
• Share other people/organization’s content
• Post consistently
• Ask questions and respond to commenters
What are the biggest challenges?
• How much time will it take to learn how use
social media?
• How much staff time is needed?
• What additional sources of funding will I need
to cover expenses?
• What policies do I need to manage our social
media?
• What if we fail?
Resources
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http://www.nptechforgood.com
www.lightscamerahelp.org
http://neworganizing.com
http://socialmedia.policytool.net/
Questions?
Sarah Mickelson
Rapoza Associates
Increase Engagement on Facebook
Tips for Using Social Media
Encourage an authentic, interactive conversation.
– Post photos, news articles, stories, and connect
them back to what your organization does.
– Keep it short and sweet.
– Ask questions to your audience and reward them
for answering.
– Provide opportunities for engagement.
– Share content from other organizations.
– Tag every photo!
Highlights
– Building relationships with volunteers
and the public.
– Short, simple text tells the audience
what is going on in the photo
– Photo provides a behind-the-scenes
look at the organization.
Other Ideas?
– Tag the people in the photo, so it also
posts to their FB page.
– Respond to comments.
Highlights
– Building relationships with donors.
– A family that directly benefitted from
the donation commented.
Other Ideas?
– Tag the donor and email them to let
them know.
– Follow up Posts: Photos of the kids
who went to summer camp, of what
they did there, etc.
Tips for Advocacy
Connect the dots!
– Educate the public on the need for affordable
housing, USDA Rural Housing programs, and how
events impact your work.
– Activate your supporters with simple “asks” and
keep them informed of your progress.
– Engage Members of Congress. Thank them for
their support.
Highlights
– Builds relationships with Members of
Congress.
– Tags Congressman’s official FB
page (Not Campaign Pages).
– Great publicity in his district by
thanking him for visiting.
Other Ideas?
– Ask supporters to thank the
Congressman for visiting.
– Email Congressional staff to let them
know.
– Tag everyone in the photo.
Highlights
– Builds relationships with Members of
Congress.
– Activates your supporters and keeps
them informed of progress.
– Links to additional resources.
Other Ideas?
– Include photo of Member of
Congress.
– Thank supporters who have called
their Member of Congress.
Questions?
Bailey Richards
Housing Development Alliance
HOUSING DEVELOPMENT ALLIANCE
www.HDAHome.org
www.Facebook.com/HDAhome
@HDAhome1
TheHDAvideos
IN WHAT WAYS HAS FB BEEN BENEFICIAL
TO YOUR ORGANIZATION?
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A network at your fingertips
No start-up cost
It’s free
GOALS THEN; GOALS NOW:
MEASURING SUCCESS
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Use FB analytics. Goals and Targets
# of people reached: 500
# of people talking about: 30
Constant improvement!
TARGET AUDIENCES AND HOW TO
REACH THEM
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Volunteers: keep in touch
Know your demographic
HOW IS YOUR FB PAGE SUCCESSFUL?
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Planning
Schedules
Engaging with response
FUTURE IMPROVEMENTS
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Integration
Interface
Defining the market and the approach
MANAGEMENT AND STAFF TIME
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Split the workload: 3 different people
2 hours a week=developing content
5 minutes daily=responding to
comments
OTHER SOCIAL MEDIA? FOR WHAT?
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YouTube, Twitter, Instagram, LinkedIn, Flickr,
Blogger, Spotify
Test them out. Find the demographics. What
works for you?
FINDING INSPIRATION
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Intention and integration are key
3rd piece: CURIOSITY!
• Play around with it!
• Create the culture of engagement
Questions?