Social Media: Best Practices for Nonprofits

Transcription

1 Social Media: Best Practices for Nonprofits

2 Hey, y all! I m Samantha Ragland Digital Content Strategist Follow me

3 Quick Hits Overview The Big 3: Facebook, Instagram, Twitter Tips & Tricks The apps factor: Adding texture to content Questions

4 It all begins here The Big 3

5 Then moves here The role players

6 And kinda ends here The apps-factor: Flipagram, Hyperlapse, Periscope, Layout, VSCOcam, Repost Over, Retype

7 1. Facebook The epicenter of social media

8 You can have nothing and everything if you have Facebook.

9 Facebook: The Yellow Pages of Social Media

10 Facebook: Best Practices 1. Get Insider information a. Know the algorithm b. Make the algorithm your friend i. Vary what you post: links, photos, videos, status updates ii. Be smart with photo sizes 1. For link posts: 600 x 315 iii. Focus on framing: Don t be overly promotional. 1. Instead, be human.

11 Facebook: Best Practices cont 2. Know how and what to post in advance a. Create a strategy (or a content map) i. Schedule your content ii. Post photos, inspiration, random & strategic questions, experts (including your own blog) or influencers content via other pages

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13 Modified Content Map for #GreatGive Types Pictures Weekly Daily Choose your days and stay committed. Think like a user to capitalize on peaks. Mon., Wed., Sat. 7am/1pm/8pm Trending content #MemoryMondays #MCM #WCW #TBT #FBF #SundayFunday Blogs, In the News, Share from the Experts, Behind the scenes, Quotes, Contests *Pro Tip: Keep a list of hashtags stored on your phone for easy copy/paste. *Pro Tip: Keep your own social media behavior in mind when scheduling content. Inspiration Status updates Conversation

14 Facebook: The Algorithm

15 IT S COMPLICATED.

16 IT S ALL ABOUT YOU

17 RANKING ALGORITHM

18 PREDICTION ALGORITHM

19 HUNDREDS OF SOCIAL SIGNALS

20 ALWAYS CHANGING

21 Oh. Oh wow.

22 Tips n Tricks Remember: Facebook isn t just a link dump. It deserves diverse content. CONTENT IS ALWAYS KING. Be creative: How can you tell stories with photos and videos? How can you inspire your friends? Be consistent: Set aside time to think about what you ll share and then post regularly.

23 2. Instagram The playground for visuals

24 Give your brand a lifestyle, your mission a face.

25 A picture is worth Create or join a conversation 2. Build a diverse and engaged following a. How? By responding how a human does, not a brand 3. When words come second, hearts come often. a. Present a unified aesthetic

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27 Speak the language Since every hashtag pulls your content into a conversation: 1. Choose carefully 2. Less can be more 3. Don t go #crazy! 4. Spread the word

28 Tips n tricks! Ask yourself: How can I add texture to my Instagram account? What hashtags could I be using to increase reach? Am I speaking my audience s language? Do people know I m here? Am I posting often enough to be seen and be relevant?

29 3. Twitter The river of conversation

30 So much effort, so little return.

31 Got a lot to say? Tweet it! The Pros: 1. Join any conversation (or start your own) 2. Self-promote without shame Swim smart, swim fast, swim often. The Con: 1. Don t expect to drive traffic to your site, but increase engagement by a. including a link, hashtag, photo, mention b. tweeting to different audiences (3x/day)

32 Tips n Tricks Be consistent: Twitter is demanding and cannot be maintained sporadically. You need a sound strategy in order to tweet consistently. Hashtag lightly: 1-2 will increase your engagement, but 3 or more will decrease it. Photo/Video: Tweet these often possible. CMS: Use one (like Hootsuite or Tweetdeck) to schedule your tweets.

33 4. Other platforms So many choices, so little time

34 Know your audience before spreading yourself thin.

35 Don t let the hype draw you in: Before expanding your brand, think about your audience and the type of ROI your want.

36 5. Apps The x-factor in your social media skills

37 Show off your humanity.

38 The apps-factor Apps are a stress-free way to add personality and texture to your social profiles. Create videos, slideshows, collages, memes

39 Final Tips 1. Be reasonable: You don t have to be on every platform immediately. a. Think carefully and strategically about your audience, where they are and how you can best reach them. 2. Cross promotion: Share what platform(s) you re on by featuring it in your sig, on your website, on other social platforms. 3. Guerilla marketing: Pound the pavement, bug your friends, get creative. 4. Content calendar: Know what/how you ll post before you do.

40 The End! Questions? Who s got questions??