Technical Assistance Center Webinar. Building a Social Media Presence

Transcription

1 Technical Assistance Center Webinar Building a Social Media Presence

2 Congratulations! You now own your own network & newspaper

3 Five Things We Can Do Be Strategic: Don t lose sight of priorities Become an Informer: Build presence on Twitter Make Your Own News: Make Photos/Videos available using you Phones and other tools Picture = 1000 words! New photo sharing tools make it easier than ever to tell a story Likes Matter: Use Facebook to provide a home for supporters 3

4 Be Strategic Communications goals should rule What is your strategy? Does this tool fit? Think Audience and Action Are you the right messenger? Are you listening? Starting a discussion? Participating actively? What is your near-term goal? Long-term? Photo source: 4

5 The Growth of News Consumption in Social Media Source:

6 Social Media Platforms Attract their own Demographics

7 How do we work together? 7

8 Be an Informer on Twitter 8

9 Twitter Basics Messages 140 characters a Tweet Messages available to anyone but sent directly to your followers accounts Messages from the people you Follow sent to your account all messages accessible through searching Individual users have account names identified 9

10 Twitter? 10 Billion messages sent 140 characters or less Millions of individual broadcasting networks with custom-built audiences 10

11 Be an Informer Sign up for a free account Fill out your profile by adding an image and one-line bio and include a link to your site. Read anywhere decide what works best for your working style. Decide whether you want an organizational account or individual account. Share the workload - should not just be one person. Listening on Twitter can take 5 or ten minutes of your day each day. 11

12 Twitter Starting Point - Listen Counter-intuitive listen first Follow 5 new people see who they listen to, then five more, then five more watch the conversation happen Try a search Search.Twitter.com Try California Conservation Public Land Read the conversation who is saying what? Follow some interesting folks. Adapted from 12

13 Listen Search a hashtag 13

14 What have you learned by listening? What conversations are out there? Who is having them? Is there a voice missing from the discussion? Is there information missing? What value can you add? 14

15 So what do you have to say? Personal thoughts and reflections that meet your goal? Are you first? The only? The most trusted to share it? Replies - this comes from listening to your followers (you have to follow back to see their tweets). The more personal the reply, the higher the impact. Direct replies (d twittername) - this isn t in the public timeline, but it helps build deeper bonds to talk directly to someone like this. New blog posts yours & promote other people s blog posts that are of interest Announcements - if it is interesting, tweet it Shout outs rocks! Thanks for the great link: Adapted from 15

16 Twitter Take the Plunge John Myers, KQED I think the broader the focus of the tweets, the harder it gets. I sometimes find myself straying a bit beyond what I think is most valuable. I think folks who tweet anything and everything tend to water down their value. / 16

17 Twitter Take the LATimes I would say that Twitter can be most effective to cover live, as they are happening events. Also, can be most useful to point out stories or things people would otherwise miss. He added, Generally, the most effective way to gain followers/a following is to find unique, timely and accurate information and disseminate it. 17

18 Photos (and Videos) worth 1,000 Words Make News: Make photos/videos using your phones and other tools 18

19 Photo/Video Sharing Why? Builds engagement Increases reasons to visit Makes a distant location REAL Brings people into landscapes 19

20 People WANT to see photos Twitter Tweets with image links get 2x the engagement rate of those without Facebook photo posts get 39% more interaction Sources:

21 Record It! Point and Shoot! Easy to use Easy to upload Easy to share Easy to evangelize 21

22 Using Video Making a Point Advocacy Day at the State Capitol A Tree Falls & Everyone Hears 22

23 Taking Video Making it great Taking Video Framing: The closer the shot the better. Faces are great. Don t be afraid to get up close and personal with people. But DO NOT USE the ZOOM. Horizontal Framing: Always shoot your videos horizontally. Background: If you have a choice between a white background and anything else, pick anything else! Lighting: Try to shoot with your back to the light source. Fluidity: The goal here is to reduce jerkiness. Think of your body as a tripod. The more solid the base (you), the more solid the shot. Audio: The audio capabilities of many phone are limited, so get close especially if you have a lot of background noise. 23

24 Taking Video Making it great Other helpful tips for filming an interview: Ask the subject not to look in the camera, but to keep eye contact with you and carry on the conversation as naturally as possible. Frame the shot with the head and upper chest showing and with the subject off-center to one side or the other. If you can, have a friend hold the camera while you stand off screen and ask the questions. This gives a natural feel and lets you focus on engaging the interviewee. 24

25 Take Pictures Define the Images & Debate Cameras Smart phones iphones 25

26 Distribute your photos - instantly Within seconds, your photos become the news 26

27 Aggregate your photos Use tools like Dropbox to gather and share all of your photos Use on-line sharing sites like Flickr and others to gather in photos from many different sources Publicize that you are asking for photos 27

28 Photo & Video Sharing 28

29 Pinterest 29

30 Pinterest Pinterest is a growing image sharing platform - often described as digital scrapbooking Consider a Pinterest account if you have a number of high quality photographs, especially taken with a camera (instead of a phone) The focus of Pinterest is on images of THINGS less on PEOPLE (in this way, it s unlike other social media platforms) 30

31 Instagram All About the Images 31

32 Instagram All About the Images Instagram started as a stand alone photo sharing tool but is now linked to Facebook The focus is on arty images hence the many filters you can use to create your own masterpieces Use hashtags (like Twitter) to join a conversation on a topic like #PublicLands 32

33 YouTube A YouTube account is a useful place to upload your videos and share through other platforms Comments are now linked directly to Google+ Remember make your video great reference the video tips Make a point with your video a tree falls and everyone hears 33

34 Facebook Pages Facebook is the biggest player in the social media universe Facebook is usually the first step and sometimes the only step many organizations take into the world of social media 34

35 Facebook Get Likes, Get Real You gotta sell it / engage it Make it findable embed on your website Invite, Invite, Invite Engage with Facebook Apps, Comments, & Photos Video, video, video yours, others, lots! Buy ads don t be shy or cheap Adapted from Mari Smith s 21 Creative Ways to Increase Your Facebook Fanbase 35

36 Facebook Page Steps to Take Now Make it visually appealing with photos Use a hashtag on your next Facebook post Set a goal to update your page at least twice a week an active page is inviting and will help build your audience 36

37 Facebook Engage & Measure Put someone in charge & make them accountable Refresh, remix, reboot content all the time Track, measure and grade your progress 37

38 How do we work together? Discussion 38

39 Stay in Touch Contact Info California State Parks Foundation Gabrielle Ohayon, Technical Assistance Center Manager / gabrielle@calparks.org Contact Info Full Court Press Communications Dan Cohen, Principal / / 39