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Who am I?
Carie Lewis
Director of Emerging Media
The Humane Society of the United States
Been with the org for 4 years
Role became more social-media focused over time
Email: [email protected]
Twitter: @cariegrls
I love animals and I love social media!
How I did it: Got executive buy-in
• We started with one person• Went under the radar to see what works• Built a supporter base by participating on
other pages and discussion boards• Proved its worth by speaking their language• Compared the ROI to a paid banner
campaign• Gathered web-savvy staff to help train• Got them on the networks themselves
How I did it: Got executive buy-in
• Get them using the tools if they are the least bit interested
• Don’t just show them your fan page – get them one
• Be sensitive to all comfort levels• If they’re not interested, try a more
passive approach• Then, when you want to experiment or
need more resources, it will be an easier sell!
How I did it:Built a listening program
• Set up Google Alerts and Tweetbeep notifications
• Found where our constituents were and where others were talking about us
• Started profiles in those arenas
• Started talking and participating
• Built a following
How I did it:Built a listening program
• Got more advanced with our strategy
• More than one Twitter account
• Dual monitors with Tweetdeck columns
• Experiment with management software like CoTweet and Hootsuite
Other tidbits:
• No one can afford to ignore what’s being said about them• Brand monitoring is not a 9-5 job, so have a plan in place• Be proactive in building your fan base and establish trust so
they’ll come to your defense if needed• Respond to everything, retweet and reply often• Participate in and start fun conversations, memes, • Follow people who talk about you without you knowing• Turn these people into brand ambassadors, interns,
employees!• Track your mentions on Twitter and blogs
