Amplifying Our Message

Transcription

1 Amplifying Our Message Social Media as Outreach National Conference, August 2018 Julie Nauman, Executive Officer, CalVCB Christie Munson, Deputy Executive Officer, CalVCB

2 Topics we ll cover Social media interactions Social media platforms How to build an audience Advertising on social media Communicating in crisis situations

3 How do you use social media?

4 CalVCB Social Media History November 2008 June 2009 October 2009

5 Primary CalVCB Platforms Additional Platforms

6 Victim Comp on Social Media

7 Social Media Audience Victims and survivors General public Partners and stakeholders -Victim advocates -Community-based organizations -Service providers -Law enforcement

8 Feedback through Social Media Correct misinformation Walk the walk demonstrate compassion and dignity Every negative customer experience is an opportunity to flip the script

9 Feedback

10 Feedback

11 Feedback

12 Create Positive Interactions Is it possible to get an update? - Respond to messages politely, in a trauma-informed way We appreciate your patience and we hope to resolve this in a timely manner.

13 Transform Negative Interactions Notify program staff of complaint Investigate the possible claim issue Contact person directly and privately to resolve issue

14 Comment Policies By participating on this page, you are agreeing to our commenting policy, outlined below: We reserve the right to delete posts containing any of the following elements: Profanity Misinformation Promoting illegal activities Promoting violence Personal attacks Etc.

15 Why Use Social Media? 73% of adults in US use YouTube 94% of 18 to 24 year-olds 68% of adults in US use Facebook 88% 18 to 29 year-olds use some form of social media Source:

16 What s your experience?

17 Social Media Audience 73% use YouTube 68% use Facebook 35% use Instagram 24% use Twitter Source: Pew Research

18 - Dominant platform - 80% of 18 to 24 year olds use it - Photos, videos, live video, events, polls, etc.

19

20 Facebook Live

21 Facebook Live

22

23 Analytics

24 - Media and official use dominates - 45% of 18 to 24 year olds use it - Photos, videos, web links primary usage

25

26

27 Analytics

28 - Used by just about everyone - 94% of 18 to 24 year olds use it - Video sharing only

29

30 Analytics

31 - Photo based - 71% of 18 to 24 years olds use it - Used mostly on smart phones - Can post via desktop

32 How CalVCB Uses Social Media - This doesn t have to be a full-time job - Preparation and web-based tools can help CalVCB uses:

33 How CalVCB Uses Social Media Posts to multiple platforms Attach images and videos Shorten web links Schedule whenever

34 How CalVCB Uses Social Media

35 How CalVCB Uses Social Media 4,031 Followers 2,233 Likes/Follows 286 Subscribers

36 How to Build an Audience Brand accounts clearly Share quality, relevant content Follow accounts you want to engage with Use hashtags Advertise on the platforms

37 How to Build an Audience

38 How to Build an Audience Brand accounts clearly Share quality, relevant content Follow accounts you want to engage with Use hashtags Advertise on the platforms

39 What to Post Website link Highlighting assistance Always using a visual Also share relevant news stories Victim services related studies, material Share partner events, posts

40 What to Post The goals: Start conversation on the topic Raise awareness

41 How to Build an Audience Brand accounts clearly Share quality, relevant content Follow accounts you want to engage with Use hashtags Advertise on the platforms

42 Who to Follow

43

44 Follows/Likes are implied endorsements

45 How to Build an Audience Brand accounts clearly Share quality, relevant content Follow accounts you want to engage with Use hashtags Advertise on the platforms

46 #hashtags

47 #hashtags - Keyword or phrase - Categorize similar posts - Helps to search for posts # - Common hashtags CalVCB uses: #helpingvictims #NCVRW #DVAM #elderabuse #humantrafficking #domesticviolence #missingchildren #LeaveNoVictim

48 #NCVRW2018

49 #hashtags # #HelpingVictims # Helping Victims #VOCAconf2018 #VOCA!2018

50 How to Build an Audience #hashtag

51 How to Build an Audience Brand accounts clearly Share quality, relevant content Follow accounts you want to engage with Use hashtags Advertise on the platforms

52 Advertising Custom Created Ad Published Post to Boost

53 Advertising

54 Advertising

55 Advertising

56 How to Build an Audience Brand accounts clearly Share quality, relevant content Follow accounts you want to engage with Use hashtags Advertise on the platforms

57 How to Build an Audience

58 Spanish Language Posts Nearly 1/3rd of Californians speak Spanish Not all speak English fluently Underserved population for victim services Post in Spanish at least once a week

59 Social Media in Crisis Situations

60 Social Media in Crisis Situations 14,000 California ticket holders 35 of the 58 killed from California At least 130 physically injured Californians Every attendee is considered a victim How do we reach these victims?

61 Social Media in Crisis Situations Facebook People Reached: 55,528 Reactions & Comments: 1,123 Shares: 470 Post Clicks: 2,643 Link Clicks: 331 Twitter Impressions: 12,336 Engagements: 214 Retweets: 22 Likes: 12 Link Clicks: 331

62 Social Media in Crisis Situations More than 50 of these support groups exist!

63 Social Media in Crisis Situations

64 Social Media in Crisis Situations Staff continues to monitor groups Post new, relevant information Share county partner events Reply or privately message if concerns or misinformation found

65 Social Media Advertising Spent: Less than $4, days Reached: 364,000 people

66 Public Service Announcement

67 Social Media Advice Share what your program does: - How have you helped - Who have you helped - Where you can find more info Always use a visual: - Research shows they attract eyes - Text only posts get skipped over Great crisis communications tool: - Create an audience now - During crisis, you ll be able to reach victims directly on these platforms

68 Follow Us & Victim Compensation