TARGETING AUDIENCES. Before you dive in, are you asking yourself. How can I get the Governor to read this? How can I get my constituents to read this?

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Antony Ray
5 years ago
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2 WHY SOCIAL MEDIA? Deliver updates to various audiences Have alternate methods/ formats to convey information Allow media/public to find accurate information on you Appear cutting-edge in communications Communicate with staffers, public, policymakers, media on your terms/with your messaging points

3 CONTENT TIPS Avoid jargon, speak in plain language Frame the issue around values that people already hold (i.e. public safety, lowering costs, giving young people a chance) Talk as if you were speaking to a neighbor or relative who doesn t know much about the system Find the heart of the story. Connect policies and practices to human examples.

4 TARGETING AUDIENCES Before you dive in, are you asking yourself How can I get my constituents to read this? How can I get the Governor to read this? How can I get my staff interested?

6 NOT JUST FOR JOB HUNTING Enhance personal/professional Google search results Showcase your professionalism Publish your knowledge Legitimize yourself as an expert Just as a resume is necessary for a job interview, a professional online presence is needed for well, any kind of career opportunity, whether it be a new job, speaking engagement or collaboration. -LinkedIn According to a Pew study, LinkedIn is the only social networking site that showed higher usage among year olds than among those ages 18-29, which means that those with more professional experience (and who are more likely to be in a position to hire) are on the site. -Forbes Try it: 1.) Repost others articles 2.) Post your own short thought, essay, response 3.) Connect with friends of friends that you think will be helpful in the short- or long-term future (and that YOU may be helpful to)

7 USING LINKEDIN Computer generated news mention Basic post touting personal effort Repost of n

8 RECYCLE, REUSE REPOST

9 LET S TRY IT OUT!

3. Post announcement on Facebook for summary version with visual elements AND redirect recipients to website 4.

11 OH THE PLACES YOU LL POST 1. Post announcement on your website for web surfers AND for record/archives purposes 2. Post announcement on Constant Contact to send to inboxes of subscribers for more direct/targeted approach AND redirect recipients to website 3. Post announcement on Facebook for summary version with visual elements AND redirect recipients to website 4. Post announcement on Twitter for snippet to promote/call out partners, constituents, policymakers for accolades, accountability goals AND to reach various audiences AND redirect recipients to website

12 TIMING IS EVERYTHING Think ahead, schedule in advance. What are opportune times to send messages on digital media to get attention you re seeking? Current events in news Holidays National observances Organization, case anniversaries January: New Year, new beginnings, new goals February: Black History Month March: Women s History Month April: National Crime Victim s Rights Week; National Reentry Week October: Youth Justice Awareness Month

13 AND DON T FORGET TO GRAB THEIR ATTENTION! Social shares Subject lines Images Links

15 WHAT REALLY IS A BLOG POST? Make sure your communication is consistent: daily, weekly, 2x weekly, monthly word article (try not to go over 700) or An image w/a caption or A repost of an article with an original, brief intro/summary

16 BLOGGING PLATFORMS *Blogger *Wordpress *Medium Ghost Drupal Squarespace Weebly Huffington Post

18 POPULARITY Find timely content that your audience will want to share with their friends. Most people love short videos.

19 RELEVANCE Choose posts that will have a direct impact in the lives of your audience.

20 IMPACT Make use of text that brings a story to life.

21 TIMELINESS If you can be one of the first voices on a topic, you can help shape the narrative and become a reliable source. Hashtags are not just for Twitter anymore

22 LOOK OF THE POST Post looks clean because we removed the URL after the link was uploaded. Edited the text in the link box to make sure that it reflected the actual headline of the news release.

23 GRAPHICS Graphics and images can make posts much more appealing

24 ORIGINAL CONTENT Photo matches the caption. Gives viewers a visual of the association s actions. Could pin post to the top of the page.

25 FACEBOOK TIPS AND TRICKS Distinguish posts between personal and organization. Organization pages have different capabilities.

26 PITFALLS Liking, commenting, and messaging changes. No need to respond to every, or any, promotional ads.

27 MORE TIPS Focus analytics on broad trends. Be careful with comments and responses. But conversation is okay!

28 LET S TRY IT OUT!

30 POST BASICS Tweets tend to be more appealing to followers if there is more blue text than black (from tags and hashtags) and images. No need to shorten links anymore all links now default to 23 characters regardless of actual length. Link shorteners might not bring through the article.

STANDARD PRACTICE Tagged partner organizations using @.

31 STANDARD PRACTICE Tagged partner organizations Used [2/2] preface to alert audience that this post followed on previous one. Might have been a good idea to use [1/2] initially. Cannot edit Tweets.

32 LEGISLATION Tagged representatives sponsoring the initiative.

33 MORE TAGGING Tagged film s and director s Twitter pages

34 DEVELOPING TWITTER HANDLES C O N C I S E A N D C L E A R Handles should be kept short to make replying easier with the character limit. L O N G E R A N D C O N F U S I N G Longer handles can also lead to confusion.

35 OTHER HANDLE IDEAS N A M E V A R I A T I O N S Most common examples like addresses are a first name + last name. Some add organization name. Lawmakers

36 HANDLE IDEAS 3/3 Some can get witty, clever Or just plain lucky. Remember that names can be changed, but handles can t be.

37 SCHEDULING TWEETS AND FACEBOOK POSTS Post once a day, but make it look like you re more active! Software options Tweetdeck (Free) Hootsuite Buffer Plenty of others

38 LET S TRY IT OUT!

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