Using Social Media for Advocacy. Stop and Reflect Exercises & Social Media Planning Tools

Transcription

1 Using Social Media for Advocacy Stop and Reflect Exercises & Social Media Planning Tools

2 The following exercises will form the basis of your Social Media Implementation Plan. Please review and complete in your own time: TOPIC 1: TWITTER...3 Exercise 1: Twitter Vision and Strategy... 3 Exercise 2: Twitter Set Up and the Basics... 4 Exercise 3: Audience and Building Your Community... 5 Exercise 4: Evaluate your Content / Conversation approach... 6 Exercise 5: Twitter Applications... 8 Exercise 6: Performance Management... 9 Exercise 7: Organization, People and Resource Issues... 9 TOPIC 2: FACEBOOK Exercise 1: Facebook Vision and Strategy Exercise 2: Facebook Set Up and the Basics Exercise 3: Audience and Building Your Community Exercise 4: Evaluate your Content / Conversation approach Exercise 5: Management of Facebook Exercise 6: Performance Management Exercise 7: Organization, People and Resource Issues TOPIC 3: LINKEDIN Exercise 1: Key insights CHANNEL TEMPLATE Vision and Strategy for Channel Actions Performance Measurement Organization, Resources and People Using Social Media for Advocacy Page 2

3 TOPIC 1: TWITTER Exercise 1: Twitter Vision and Strategy What do you want to use it for? What benefits do you hope to derive? How will Twitter help you achieve your core objectives? How will you measure on-going channel performance? What are your targets? Using Social Media for Advocacy Page 3

4 Exercise 2: Twitter Set Up and the Basics Yes / No a) Have you set up a twitter account for your PTA? b) Are you happy with the content of your profile c) Are you happy with the design of your page d) Do you understand the basic layout of a twitter page e.g. Home Page, Profile, Messages, Who to Follow, Account Settings, Search etc e) Do you understand the following terms: Tweets Retweets Direct message Hashtags # Follow/unfollow; following/followers Lists Add Comments here Using Social Media for Advocacy Page 4

5 Exercise 3: Customers and Building Your Community Who are your key audiences who do you wish to engage with on Twitter? Start by following! Aim to follow relevant people use search and directories and #topic to find relevant tweets. Search tools Twitter Search TweetDeck Bing Social Media Monitoring Topsy Social Mention Google Alerts Directories We Follow Twellow Twibs Twitterati Yes / No a) Do you now follow relevant individuals for your business or organisation? Using Social Media for Advocacy Page 5

6 Exercise 4: Evaluate your Content / Conversation approach What do you do well? What could you do better? Using Social Media for Advocacy Page 6

7 Use the following template to map out a Content Plan for Twitter (this can be as detailed or high level as you like). Twitter Content Plan Content Frequency Tone/Theme Weekly Summary Daily S M T W T F S Topics / #Hashtags Tweet Types (update, video, image) Own/Other Peoples Content (Retweets) Sources of Inspiration Replies / DMs Any comments Using Social Media for Advocacy Page 7

8 Exercise 5: Twitter Applications Review and evaluate some of the Twitter Tools and Applications listed here - Add Comments here Also, and if you haven t already done so, choose one of the following applications and become familiar with it, using it to carry out some of the common actions Tweet, Retweet, Direct and so on. Try the same application on your desktop and your mobile phone. Choose one of the following tools: Desktop (Y/N) Mobile (Y/N) a) Have you used TweetDeck on your b) Have you used Seesmic on your c) Have you used Hootsuite on your Using Social Media for Advocacy Page 8

9 Exercise 6: Performance Management Use one or more of the following tools to monitor the performance of a twitter account of your own choice adding important findings and implications in the box below. Klout Topsy Export.ly TweetStats What Conclusions have you drawn? Exercise 7: Organization, People and Resource Issues Do you have the right organizational culture and mindset for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? Add Comments here Using Social Media for Advocacy Page 9

10 TOPIC 2: FACEBOOK Exercise 1: Facebook Vision and Strategy What do you want to use it for? What benefits do you hope to derive? How will Facebook help you achieve your core objectives? How will you measure on-going channel performance? What are your targets? Using Social Media for Advocacy Page 10

11 Exercise 2: Facebook Set Up and the Basics Please check the following: Yes / No a) Have you set-up a Facebook Page for your PTA? If not, please go to b) Are you happy with your page in the following areas: Category/ page name Image Photo Showcase Default Filter Admin View Settings Basic Information Permissions f) Do you understand the following? Customised Landing Page Navigation Tabs Facebook Insights Suggest to Friends Add Comments here Using Social Media for Advocacy Page 11

12 Exercise 3: Customers and Building Your Community Who are your key audiences who do you wish to engage with on Facebook? After the session, you may wish to check some of the following Community Building techniques: Yes / No Invite friends by using Invite Friends Suggest to Friends Embed Facebook widget/link on your web site/blog Invite your /ezine subscribers Add social media profiles to your signature file The potential for running an incentivised Facebook Advert Add page link/badge to your profile page Actively participate in relevant groups/pages tagging your post Offline marketing of your Facebook Page Think about the best way of creating a viral campaign Remember once you reach 25 likers, register your own unique address Add Comments here Using Social Media for Advocacy Page 12

13 Exercise 4: Evaluate your Content / Conversation approach What do you do well? What could you do better? Using Social Media for Advocacy Page 13

14 Use the following template to map out a Content Plan for Facebook (this can be as detailed or high level as you like). Facebook Content Plan Content Frequency Tone/Theme Weekly Summary Daily S M T W T F S Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other groups/ pages Any comments Using Social Media for Advocacy Page 14

15 Exercise 5: Management of Facebook You can manage your Facebook account from the native Facebook platform or from a small number of other applications. Choose one of the following applications and become familiar with it, using it to carry out some of the common actions Post, Delete Post, Like, Comment, and so on. Try the application on your desktop. Choose one of the following tools: a) Have you used Hootsuite on your b) Have you used TweetDeck on your c) Have you used MediaFeedia on your d) Have you used HyperAlerts on your Desktop or Browser (Y/N) Add Comments here Using Social Media for Advocacy Page 15

16 Exercise 6: Performance Management Use one or more of the following tools to monitor the performance of your Facebook Page adding important findings and implications in the box below. Facebook Insights Social Baker Hootsuite Export.ly What conclusions have you drawn? Exercise 7: Organization, People and Resource Issues Do you have the right organizational culture and mindset for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? Add Comments here Using Social Media for Advocacy Page 16

17 TOPIC 3: LINKEDIN Exercise 1: Key insights Please note the key areas of learning for Linkedin Using Social Media for Advocacy Page 17

18 CHANNEL TEMPLATE Vision and Strategy for What do you want to use it for? What benefits do you hope to derive? How will help you achieve your core objectives? How will you measure on-going channel performance? What are your targets? Using Social Media for Advocacy Page 18

19 Channel Actions List key Set-Up tasks Who are your key audiences with whom do you wish to engage through? Using Social Media for Advocacy Page 19

20 Use the following template to map out a Content Plan (this can be as detailed or high level as you like). Content Plan Content Frequency Tone/Theme Weekly Summary Daily S M T W T F S Topics Post Types (update, video, image) Own/Other Peoples Content (OPC) Sources of Inspiration Participation in other native places Any comments Using Social Media for Advocacy Page 20

21 Which Management Tools will you use here? Performance Measurement What Performance Tools have you/ will you use and what conclusions have you drawn? Using Social Media for Advocacy Page 21

22 Organization, Resources and People Do you have the right organizational culture and mindset for this channel to succeed? How will the channel be managed and resourced? Policies and Guidelines? Add Comments here Using Social Media for Advocacy Page 22