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A social media training for state legislators in Hartford, Connecticut on January 30, 2013.
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Julie Barko Germany
jgermany@dcigroup.com
@JulieG
HOW TO USE SOCIAL MEDIA FOR
CONSTITUENT ENGAGEMENT
WHAT IS SOCIAL MEDIA?
• Connecting• Sharing
information• Driving actions• Engaging in
visual messages
• Developing intellectual dialogue
• Shaping the facts
• Holding town halls and briefings
• Polling and listening
WHY IS SOCIAL MEDIA BECOMING AN EFFECTIVE CONSTITUENT TOOL?
WHERE DO YOU START?
1. You can’t push a button and turn social media on.
2. Choose the tools that work for you, your office’s personality, and your goals.
WHERE DO YOU START?
COMMENTING & ACTION
VISUAL, CREATIVE, CURATION
Facebook Pinterest, Tumblr
2-4 posts a dayMonitor and interact with
commentsUse app & ad capabilities
Connect throughout the day and evening
Focus on visual content – even that produced by
others
CHOOSE THE RIGHT TOOLS
IF YOU WANT TO CONNECT THROUGH…
RELEVAN T UPDATES, BREAKING NEWS &
EVENTS
VIDEO & VIDEO CHAT
Twitter, Blog YouTube, Vimeo, Google+
Repost throughout the day & weekend
Comment on other postsLink to articles, pictures
& video
Post at least weeklyWhen you have content
or host video eventsINFORMATION, FACTS, RESEARCH
Quora, Wikipedia, Scribd
Occasionally when you have something to say or want to set record straight
3. Listen and analyze the conversation before you jump in.
WHERE DO YOU START?
Paid social media analytics toolsIB5k’s CorrelateTwisterwire
Free social media listening toolsTopsyTwitter SearchGoogle News
LISTEN AND ANALYZE
TOOLS AND APPS
4. Staff appropriately or schedule time to manage yourself.
5. Set goals and expectations. What do you want to
accomplish? Who will manage the
accounts? How often will they update
them? What are your rules for
engagement? How often should the team
report back?
WHERE DO YOU START?
WHERE DO YOU START?
STAFF WELL &SET GOALS
6. Look at what makes you a successful organizer, networker, or advocate in the real world – and apply those skills to social media.
WHERE DO YOU START?
Who are you connected to?How do you treat people on social networks?
Tip: Think about how you interact during happy hours.
How long have you been on a social network?
What kind of content are you posting?
APPLY OFFLINE BEHAVIOR ONLINE
BE CREDIBLE AND “NORMAL” ON SOCIAL MEDIA
agenda
1. Profile or page?
2. Page structure
3. Post recommendations
4. Page management
profile or a page?
What kind of Facebook presence do I need?
I already have a campaign page
I already have a Facebook profile
Only use campaign page and update during non-official time
You can’t use your campaign for official use. You can choose to only update your campaign page on non-official time or create a second, official page for your
office.
Create a second, official page at facebook.com/pag
es. ie: Rep. John
Smith
Turn on subscriptions at facebook.com/about/subscribe to allow more than 5000 get your
updates
Some members choose to keep the profile but also create an
official Facebook page
that constituents can
like
Migrate the profile to a page. All the fans will move over but NO
CONTENT. Migrate by visiting
http://www.facebook.com/pages/create.php?migrate
Turning on subscriptions
Visit: facebook.com/about/subscribe
Migrate profile to page
Visit: facebook.com/pages/create.php?migrate
REMEMBER: Only fans move over not content.Download your profile content before you do the migration that you can re-post on the page.
page structure
facebook pages
feature overview: visually engaging design
Cover Photo This is the first thing people will see when they visit your Page.
Choose a unique photo (851 x 315 pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picture of people using your product. Be creative and experiment with images your audience responds well to.
Profile Picture Your profile picture represents your page on other parts of Facebook, in ads, sponsored stories and the news feed.
Choose a picture that represents your business, such as a logo. Use a high quality image that scales well from 620 x 620 to 180 x 180 pixels to 32 x 32 pixels.
Views and Apps Your photos and custom apps
appear at the top of your
Page. You can also
customize the images for
your apps under “Manage” in
“Edit Page” in the admin
panel.
feature overview: visually engaging design
Pinned Posts Anchor the most important story to the top of your Page for up to seven days.
feature overview: visually engaging design
Larger Stories Take advantage of larger photo, video, and link stories to drive engagement. Star and Hide Stories Highlight important stories with the star icon.
Hide or delete stories that aren’t as engaging or relevant with the pencil icon.
feature overview: visually engaging design
Milestones Set milestones to define your key moments over time.
Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixels.
post recommendations
Page Publishing Best Practices
Page Publishing Best Practices
Page Publishing Best Practices
Page Publishing Best Practices
Page Publishing Best Practices
feature overview: schedule posts
feature overview: schedule posts
feature overview: post via mobile
feature overview: post via mobile
Username
page management
management tools
management tools
management tools
Manage
Edit your Page’s content and get a snapshot at your Page’s activity
Build Audience Share your Page, invite friends, and create ads
Help
Learn how to get started, manage your Page, and view your Page Insights
management tools
management tools: activity logActivity Log
Comments policy
Comments PolicyAdd a comments policy to
your “about” section so
people know the rules of
engagement and what could
get them banned from your
page.
feature overview: admin roles
feature overview: admin roles
feature overview: admin roles
QuestionsFor more information, go to: facebook.com/facebookpages
katieharbath@fb.com
TwitterJack Fleming
jfleming@dcigroup.com
@JustJack7
Customizing Your Profile
Customizing Your Profile
Know Your Audience
Listen Then Engage
Following
Creating Lists
Hashtags and Keywords
Small Talk Content
Direct Message
Favoriting
Retweeting
Opinion Leading Content
Tweets 140 Characters Headline Link Hashtag Mention Photos and Video
Opinion Leading Content
Replies Same as a tweet Public Content Mentions other Handle
Opinion Leading Content
Live Tweeting
Opinion Leading Content
Twitter Town Hall
Twitter Chats
Creating Content Best Practices
98% included links for deeper engagement
72% used hashtags to brand the conversation
70% featured new, up-to-the minute content
40% used direct calls to action (“Click here”)
40% were exclamatory in tone (used “!”)
38% announced the launch of a new product
24% asked a question
22% related to a game or contest
Questions?
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