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


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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.

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

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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%

Not a priority for organization.

6%

Other


Creating a Social Media Strategy

A step-by-step process


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.


Social Media Poll

What are your organization’s social media objectives?


Step 3: Staff and Resources


Step 4: Track Performance


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

  • CEI, Maine

  • CHIP, California

  • FAHE, Kentucky

  • Self-Help Enterprises, California

    Other Organizations

  • National Public Radio

  • Wounded Warrior Project

  • ONE Campaign

  • AARP

  • 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

  • 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.


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-of-mouth 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

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.


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?


  • Login