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SOCIAL MEDIA 101for NON-PROFITSWITH KELAINE DEVINE
ALLIED ARTS COUNCIL COMMUNICATION COORDINATOR
ACTIVITY: ROOM SELFIE!
• Take a picture and post it to either Facebook,
Twitter and/or Instagram
• Use the hashtags #BLL2017 & #YQL
• Tag some of the orgs in the room!
First Facebook Profile Picture, 2007
1989 First Modem – 1200k
1990-1993 D-dialer
1990-1991 Sysop BlueBoard - The Mellow Muffin
1994 -1997 Uvic Fine Arts Experimental Computer Lab
1999 – 2008 Blogger, article contributor to on-line journals
including Love & Trash
2005 Joined Flickr
2007 Joined Facebook, Began using Wordpress
2009 Joined Twitter, Started social media for AMAAS
2011Social media & crowdfunding for freelance clients,
Google+
2012 Presentation for Non-profits at Social in the South
2013 Joined Instagram, Tumblr, YouTube
2014 Joined Ello
2015 Began working for the AAC – 7 social media accounts, 3
websites and various print publications
2016 Joined Snapchat
WHAT WE ARE TALKING ABOUT:
• Landscape
• Content
• Algorithms, Ads & Analytics
• Drawbacks
• Planning
• The Future
LANDSCAPE
WHAT IS SOCIAL MEDIA?
“Forms of electronic communication (such as websites for social networking and
microblogging) through which users create online communities to share
information, ideas, personal messages, and other content (such as videos).”
– Merriam Webster
SOCIAL IS SOCIAL!
WHY USE SOCIAL MEDIA?
•Share your mission / vision
•Build community
•Communicate events / activities / fundraising initiatives
•Knowledge sharing
•Connect with patrons / funders
WHAT IS OUT THERE?
YOU CANT BE EVERYWHERE!
WHICH PLATFORMS ARE THE RIGHT FIT?
Community | Reach | Demographics
Facebook: 1.23 billion active users
Instagram: 400 million users
Twitter: 320 million users
Pinterest: 100 million users
Snapchat: 158 million daily users
Source: www.insightswest.com
Source: www.insightswest.com
Source: www.insightswest.com
Source: www.insightswest.com
CONTENT
STAY TRUE TO YOUR MISSION
All content on your social networks
should relate back to your mission / vision.
WHAT IS YOUR VOICE?
Look at your website
Be consistent
Brand should relate to mission & vision
WHO SHOULD POST?
•Board Member?
•Staff Person?
•Volunteer?
•Guest posters?
WHAT SHOULD YOU POST?
Develop a priority content strategy.
EXAMPLE - AAC’s Content Hierarchy:
• AAC news
• Events
• Local arts advocacy news
• Provincial & Federal arts advocacy news
• General interest arts news
WHEN SHOULD YOU POST?
2 x 7 x 3 ?!?
This is different for each organization.
Depends on followers.
This is a constantly changing formula.
• Look at your
insights
• Look at user stats
• Schedule posts
• Test and Refine
POSTING TOOLS SOCIAL MEDIA MANAGEMENT APPS
•Hoot Suite / Hootgiving
•Sprout / Action Sprout
•Buffer (non-profit discount available)
DO NOT SET IT AND FORGET IT !!!
ALGORITHMS, ADS & ANALYTICS
VOCABULARY
• Likes / Followers
• Reach
•Organic
• Engagement
•Micro-blogging
• Algorithm
• Analytics
WHO SEES WHAT?
The Almighty Algorithm!
C + P + T + R
Creator + Post + Type + Recentness
Facebook uses over a 1,000 different metrics
to determine what you see.
FACEBOOK’S POST PREFERENCES
• Facebook native video
• 360 Camera / Panorama
• Pictures / GIFS
• Text under 50 words
• Longer text
Vocabulary is important. Posts with monetary values or dollar signs will be supressed
but words like Congratulations and Birthday are prioritised.
ADS – ALWAYS MEASURE & TWEAK
Facebook wants you to pay to play and actually it is very
cost effective for advertising.
Best Practices:
• Create an ad that has less than 20% of text in a picture or boost a video.
• Do NOT boost an event. Do Boost posts that link back to the event.
• Be sure to create and save audiences based on demographics, age, location,
interests.
DRAWBACKS
WHY SHOULDN’T I USE SOCIAL MEDIA?
• Time & Staff Resources
• Always On
• Trolls / Negative Feedback Loops
• Vision & Mission Don’t Fit
PLANNING
ACTIVITY: PLANNING
Plan a week’s worth of posts.
Think about topics, pictures and copy.
Create a physical plan before going digital.
THE FUTURE
TRENDS
• More LIVE VIDEO
• Twitter pivots to be more NEWS focused
• Ability to CROWDFUND from Facebook
• Ads become even more ‘focused’
• More hardware
WHEN IN DOUBT
Make a cat video!