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A social media training focusing on Twitter and Facebook

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Social Media Training


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    social media training webinar part 2

    SOCIAL MEDIA:

    TRAINING WEBINAR PART 2

    Susan Tenby

    Willie Kuo

    @suzboop

    @freewirry

    facebook advertising

    Facebook Advertising

    www.facebook.com/business/ads-guide for specs and objectives

    Boosting vs. Ads Manager / Power Editor

    Images must have less than 25% text if used as an ad.

    Pro tip: you can get away with advertising posts with a higher

    character count by creating a dark post first in Power Editor.

    Advanced Ad Techniques: Segmenting audiences through different

    ad sets, conversion tracking, retargeting, custom audiences

    facebook insights

    Facebook Insights

    You can also export page, post, and video data as far back as 180

    days.

    Page data export includes data on average engaged users.

    Valuable metrics:

    Reach

    Engagement, especially link clicks

    Conversions

    slide4

    4

    4

    TWITTER

    essential twitter terms

    Essential Twitter Terms

    RT = retweet

    MT = modified tweet

    Quote retweet

    @ reply

    @ mention

    HT or h/t = hat tip

    cc: = carbon copy

    Pinned tweet

    hashtag communities

    Hashtag Communities

    • Hashtags function in 4 ways:

    • Live conversations (e.g. #DemDebate)

    • Online community (e.g. #nptech, #NPMC)

    • Online conventions (e.g. #tbt, #ICYMI)

    • Asides (e.g. #smh, #sorrynotsorry)

    best practices frequency and time

    Best Practices:

    Frequency and Time

    • Minimum 3 tweets/day

    • Too many tweets

    decrease engagement

    • Life span of a tweet is

    about 15 minutes

    • Use tools to see when

    your fans are online

    best practices graphics and header image

    Best Practices:

    Graphics and Header Image

    • Tweets with photos get 313% more engagement.

    • Take advantage of valuable real estate by using header

    images as billboards for an upcoming event or campaign.

    best practices character length and hashtags

    Best Practices:

    Character Length and Hashtags

    Spike in engagement for tweets 71-100 characters.

    Workarounds for the character count restriction:

    Append (1/2), (2/2) to number related tweets.

    Screenshots of more text.

    Quote retweet.

    No more than 3 hashtags.

    Occasionally use broad hashtags, but the best are niche

    communities (e.g. #socialmedia vs. #HESM, #nptech)

    best practices tagging and attribution

    Best Practices:

    Tagging and Attribution

    Search for the organization’s name in Twitter. If you can’t find

    it, try visiting their website to see if they list a Twitter

    account.

    Attribute with a “via @dodo” at the end of tweets that share

    other content. Try attributing the writer too.

    If you found the content through another account and can

    squeeze it in, give that account a hat tip: “via @dodo ht

    @johndoe”

    other tips

    Other Tips:

    Insert a period before “@” if your tweet starts with an @ mention.

    If you’re referencing a web page, always include a link.

    Delete incorrect tweets.

    Do not post the same tweet to more than one account without

    changing the wording or time.

    Do not auto-tweet from other social media platforms.

    If you’re going to retweet an article, read it first.

    segment and list

    Segment and List

    Map the landscape.

    Media / journalists / reporters / niche publications

    Thought leaders

    Peer Institutions

    Advocates

    Create flattering Twitter lists for each segment.

    Find individuals and organizations in each segment using Advanced Twitter

    Search, or Socialbro.

    Add them to the appropriate list(s).

    monitor and engage

    Monitor and Engage

    Add the Twitter lists into a tool like Hootsuite or Tweetdeck.

    Monitor the lists.

    Favorite, retweet, and reply to appropriate and relevant tweets.

    view tweet activity analytics twitter com

    view tweet activity

    +

    analytics.twitter.com

    essential free tools

    Essential Free Tools

    • Scheduling: Hootsuite, Buffer, Tweetdeck

    • Influencers and Analytics: Socialbro

    • CRM Light: Commun.it

    • Tweetchats: Tweetreach, Twubs

    tweet chats

    Tweet Chats

    Tweet chats are an organized event to tweet on a pre-arranged hashtag at the

    same time weekly or monthly.

    tweet chats 1

    Tweet Chats

    Tweet chats are an organized event to tweet on a pre-arranged hashtag at the

    same time weekly or monthly.

    Running a tweet chat:

    Choose a short, unique hashtag.

    Confirm a panel and send them the topic, questions, a one-page “how-to” guide, and an

    ask to tweet an announcement to their followers.

    Ask people to participate the two weeks (or more) prior to the chat.

    Use a tool like twubs.com.

    Follow a A1, Q1, A2, Q2, etc. format.

    Archive the chat on Storify.

    Measure stats using Tweetreach.

    converting a tweet into a lead 1

    Converting a Tweet into a Lead

    Identify hashtags used

    in your issue area, and

    share high-quality

    content using those

    hashtags to build

    credibility.

    converting a tweet into a lead 2

    Converting a Tweet into a Lead

    Identify influencers in your network and in your issue

    area by using tools like Little Bird and Buzzsumo.

    converting a tweet into a lead 3

    Converting a Tweet into a Lead

    Be diligent about engaging with your influencers over

    a period of time, so you stay top of mind.

    Here’s 8 ways to get their attention…

    converting a tweet into a lead 4

    Converting a Tweet into a Lead

    Follow them.

    Engage with their tweets by replying, commenting,

    retweeting, or favoriting.

    Favorite positive tweets from other users by

    searching for their handle in native Twitter.

    converting a tweet into a lead 5

    Converting a Tweet into a Lead

    Share their long-form

    content:

    • Visit their blog,

    YouTube, Slideshare, or

    find recent news on

    them.

    • Tweet it out with an

    @mention.

    converting a tweet into a lead 6

    Converting a Tweet into a Lead

    Scroll through their

    Twitter feed:

    • Are they running a

    campaign? Give them a

    shout out.

    • Are they participating

    in or hosting tweet

    chats? Join them.

    converting a tweet into a lead 7

    Converting a Tweet into a Lead

    If they’re live tweeting,

    retweet and engage with

    their content in real time.

    converting a tweet into a lead 8

    Converting a Tweet into a Lead

    Add them to a flattering Twitter list.

    Subscribe to their Twitter lists.

    converting a tweet into a lead 9

    Converting a Tweet into a Lead

    Once you’ve gotten

    their attention via a

    follow-back, send

    them a DM to get

    their email address.

    slide33

    5

    5

    RESOURCES

    social media marketing social media examiner

    Social Media Marketing

    Social Media Examiner

    Social Media Today

    Buffer blog

    Moz

    Hubspot

    Nonprofit Social Media Marketing

    Social Media for Nonprofits

    Beth Kanter

    NTEN

    Nonprofit Tech for Good

    twitter lists of over 600 nonprofit ceos

    Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors:

    https://twitter.com/farra/lists/social-eds/members

    https://twitter.com/ChrisTuttle/lists/nped

    Slideshares:

    www.slideshare.net/suzboop

    www.slideshare.net/girardinl/dont-panic-how-to-embrace-emerging-

    social-media-with-infinite-majesty-and-calm

    Recommended Reading:

    Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather

    Mansfield

    24 must read fundraising and social media reports

    24 Must-Read Fundraising and Social Media Reports for Nonprofits

    http://www.nptechforgood.com/2015/07/03/fundraisingreports/

    15 Must-Know Fundraising and Social Media Stats

    http://www.nptechforgood.com/2015/01/25/15-must-know-fundraising-

    and-social-media-stats/

    Nonprofit Tech for Good’s Social Media Archive

    http://www.nptechforgood.com/category/social-media/