NAVY RECRUITING COMMAND INSTAGRAM SOCIAL MEDIA GUIDE 2017
GETTING STARTED NRC s nationally managed social media properties (Facebook, Instagram, and Twitter) are meant to generate awareness, support the brand, and drive visitors to navy.com. At the NRD/NTAG level, social media is meant to generate leads and engage prospects with recruiters/sourcers. Everything done on social media should be aimed at making connections between prospects and recruiters. This guide provides guidance for how to manage a personal Instagram account from an administrative point of view. It covers the steps involved with maintaining an Instagram account, including how to set up an account, how to publish posts, and how to comment and respond to messages. Instagram is a mobile-only app. Content can be viewed in a web browser on a computer, but all activity is administered through the mobile application. Users have the option to create personal profiles and/or business profiles. The basic functionality of the two types of profiles is the same. Business profiles have additional functionality and more information available regarding insights. It s important to recognize the role that Instagram plays in the social media space. Instagram is a platform that promotes storytelling through compelling visuals to inspire and motivate others. Although direct messaging is part of the functionality, it should not be the primary reason for using this platform. NRD/NTAGs that wish to set up their own official station accounts may follow these same guidelines for establishing and engaging from their profiles. 3
CONTENTS I INSTAGRAM OVERVIEW 5 1. Benefits of Maintaining an Official Account 2. Responsibilities 3. The Cost of Social Cold Calls 4. Response Decision Tree 5. Engagement Criteria 6. Content Criteria 7. Content Best Practices II NAVIGATING INSTAGRAM 13 1. Creating a Profile 2. Managing Settings 3. Posting Content 4. Tagging People 5. Editing a Post 6. Reposting V INSTAGRAM STORIES 35 1. Overview 2. Adding Content VI 3. Editing Content 4. Posting Content 5. Tagging Location ADDITIONAL RECRUITING TOOLS 41 1. Sourcing Your Market 2. Finding Applicants Using Rtools VII WHO TO CONTACT 44 III MESSAGING 25 1. Responding to Comments 2. Direct Messages 3. Deleting Comments IV BUSINESS ACCOUNTS 30 1. Overview 2. Creating a Business Account 4
I. INSTAGRAM OVERVIEW 5
I. INSTAGRAM OVERVIEW 1. BENEFITS OF MAINTAINING AN OFFICIAL ACCOUNT Instagram can be a great way to interact with and nurture prospective recruits. The nature of Instagram is much more public than Facebook, and interactions with strangers are more welcome. The majority of users are under the age of 35, according to ScienceDaily. There are 400 million daily active users. You can follow, engage with, and send direct messages to prospective recruits. Use Instagram as a recruitment tool with a professional recruiter account, an official station account, or both. 6
I. INSTAGRAM OVERVIEW 2. RESPONSIBILITIES Each recruiter is responsible for managing their own personal profile in a manner that aligns with the guidelines outlined in this document. This includes creating and sharing Instagram posts, responding to comments, and communicating via Direct Messages. INSTAGRAM POSTING / CONTENT SHARE-OUT Create and post Instagram content for followers Repost national Navy content (see page 24) RESPONDING TO WALL POSTS & COMMENTS Respond and/or like relevant comments on Instagram posts within 24 hours Remove spam or confidential information that has been posted publicly Direct questions to a Direct Message (DM), email or phone number if situation is inflammatory or needs to be escalated RESPONDING TO DIRECT MESSAGES Address within 24 hours Don t ask for confidential information Direct individuals to local recruiter when applicable 7
I. INSTAGRAM OVERVIEW 3. THE COST OF SOCIAL COLD CALLS Social media can be a very useful prospecting tool, but if used improperly, it can be worse than having no presence at all. Instagram is a public social media platform and, often, users will have personal conversations in this public space. Recruiters/sourcers should feel comfortable to like or comment on users posts, and engage with users via Direct Messaging (DM). However, keep in mind that reaching out to people who have not already made a connection with you requires finesse. These screenshots of Facebook DMs can serve as guidance for reaching out to users on Instagram. 8
I. INSTAGRAM OVERVIEW 4. RESPONSE DECISION TREE Person Comments on Post Does it Meet Community Guidelines? NO Hide or Remove from Post YES Is it a general question unrelated to recruiting? YES For Station Accounts: PAO Responds NO Is it a recruiting question? YES Send to DM NO Ask the individual to send a DM or call to speak to someone Address all questions in a timely manner; do not ask the recruit to share confidential information 9
I. INSTAGRAM OVERVIEW 5. ENGAGEMENT CRITERIA Use this to determine when to engage with a user or hide, block or delete comments. GENERAL ü Check in on your profile at least 3x a day. This should be part of the profile owner s daily responsibility. ü Engagements should take place between 8am and 10pm unless urgent. ü Always respond to posts as the voice that reflects positively on the Navy. ü Engage or acknowledge people speaking positively. DO NOT ENGAGE WITH ü Minors or anyone under age 13 ü Content that is highly political in nature or generally negative ü Users that appear to be spam, robots, or people trying to sell something ü Content that involves illegal activities ü Posts or comments that trash another individual, celebrity, or brand HIDE OR DELETE ü Comments that are inappropriate or altered ü Any information that shouldn t be shared publicly, including phone numbers, SSN#, email address, or medical conditions 10
I. INSTAGRAM OVERVIEW 6. CONTENT CRITERIA Use this to determine whether or not you should post the content to your Instagram followers. DO ü Confirm that the image, text, and/or link is relevant to your Instagram followers. ü Secure permission to use the image from the individual who took it. ü Confirm content being posted is unbiased and does not include personal opinion. ü Use content that appropriately reflects America s Navy. ü Re-share of posted content from fans. DON T ü Use an image, text, or link that has been taken or copied from any other brand, person, artist, etc. ü Use images, photos, or logos that are altered or misrepresented. ü Use photographs that feature minors, unless you have their parents or guardian s written permission. 11
I. INSTAGRAM OVERVIEW 7. CONTENT BEST PRACTICES Types of Content While Instagram can be used to post promotional photos and videos, this type of content doesn t always make for the best experience. Aim to share content that is authentic and that tells a visual story includes real people and real moments. Ask questions and share unique perspectives that your followers can t get anywhere else. Quality Check Be sure to take well-composed, well-lit photos to catch the user s attention. Consider adding a theme to your photos and videos that help you stand apart from other content. Play around with different angles and perspectives. Hashtags Include hashtags in your captions to boost visibility. Popular examples include #TBT or #ThrowbackThursday, #MondayMotivation, #WorkoutWednesday, etc. Spend some time exploring other content on Instagram to familiarize yourself with other frequently used hashtags. Time & Place Post consistently and during optimal times. Timing requires testing based on when your audience is most engaged, so try different times of the day and throughout the week to learn what those times are. In general, posting during non-workday hours generates higher engagement. Tagging your location on relevant posts adds them to the feed for that location, boosting visibility of your content. 12
II. NAVIGATING INSTAGRAM 13
II. NAVIGATING INSTAGRAM 1. CREATING A PROFILE Although Instagram is a mobile-first platform, profiles can be created via the mobile app or on a web browser on a computer. Download the app or visit www.instagram.com to get started. You will need to include email, full name, and choose a username and password. 14
II. NAVIGATING INSTAGRAM 1. CREATING A PROFILE Tap here to upload or change your profile image. Recommendations Recruiter Accounts: Choose an engaging photo that reflects your life in the Navy; perhaps a casual shot of you in uniform rather than an official headshot. Station Accounts: For your profile image, consider using either your official NRD/NTAG logo or a current photo of your team. 15
II. NAVIGATING INSTAGRAM 1. CREATING A PROFILE Finish creating your profile by filling in the rest of the information outlined here, including a detailed bio and URL if relevant. Recommendation: You should choose a username and description that clearly identifies you as a recruiter or recruiting station for the U.S. Navy. Your bio should be clear and concise about who you are and what you offer. Refer to America s Navy s Instagram account for guidance on language. As a local recruiter, you ll also want to add your location. 16
II. NAVIGATING INSTAGRAM 2. MANAGING SETTINGS To modify Settings for your account, navigate to your profile by tapping your profile image on the bottom right. Once there, tap the gear icon to access Settings. 17
II. NAVIGATING INSTAGRAM 2. MANAGING SETTINGS From Settings, you can find and invite friends, view photos you ve liked, log out of your account, view blocked users, and adjust your push notifications. NOTE: We recommend you keep your push notifications turned on, especially for Comments, New Followers, and Accepted Follow Requests. This will allow you to quickly follow up with prospects. 18
II. NAVIGATING INSTAGRAM 3. POSTING CONTENT Profile Picture Page Navigation Post Creator All content must be posted to Instagram via the mobile app. To post, tap the + icon on the bottom of the screen. 19
II. NAVIGATING INSTAGRAM 3. Profile Picture Page Navigation POSTING CONTENT Post Creator Next, choose the photo you want to use from the photos saved on your phone (Library). You can also take a Photo or Video directly in the app by choosing from those options at the bottom. You have the ability to add a filter to your image or video. However, in accordance with America s Navy brand guidelines, we recommend that you do not add filters. The final step before posting is to write a caption for the photo. Captions should be short and compliment the content shown in the photo or video. You also have the option to Add Location and tag other Instagram users (see next page for more info). Once complete, tap Share to post content to your feed. NOTE: You are unable to tag people in videos, but can @ add them in the caption. 20
II. NAVIGATING INSTAGRAM 4. Profile Picture Page Navigation TAGGING PEOPLE When you tag another user in your post, two things happen: they are notified, and the post becomes part of their profile. Tagging is a useful way to include others in your content (such as tagging a #FutureSailor) and to get on others radars. There are two ways to tag other Instagram users. #1: Tag the Photo Post Creator Once you re ready to write a caption for your photo, tap on Tag People, tap the photo, type @ and the username of the person you want to tag. 21
II. NAVIGATING INSTAGRAM 4. TAGGING PEOPLE Profile Picture Page Navigation #2: Tag in the Caption Type @ and username to find the person you want to tag directly in the text of the post. Post Creator 22
II. NAVIGATING INSTAGRAM 5. EDITING A POST Your Page s Published Posts You can edit the caption or location of posts. You cannot undo or remove any effects you ve applied to a photo or video after you ve shared the content. Go to the photo you want to edit and tap the three dots in the upper right corner. From the options that pop up, tap on Edit. (NOTE: This is also where you can delete a post completely.) Tapping Edit will give you the option to edit the caption and also add/edit/remove Location. Once changes are complete, tap Done. 23
II. NAVIGATING INSTAGRAM 6. REPOSTING Your Page s Published Posts The Navy Partnership s social media team moderates and regularly adds content to America s Navy Instagram account: www.instagram.com/americasnavy You should feel free to share, or regram, content from this account to your own. You can do this by downloading an app such as Repost for Instagram. 24
III. MESSAGING 25
III. MESSAGING 1. RESPONDING TO COMMENTS It is important to respond to relevant comments on your Instagram posts to increase engagement. This can include liking or replying to comments. You should see the Page profile here that indicates the account that s publishing. If you see your own personal profile picture, you should change it. To view all the comments, tap View all [number] comments. Scroll to read through comments. Like a comment by tapping on the heart on the right side of the comment. If there is a comment you want to respond to, tap Reply. Tapping Reply tags that person and provides a dialog box to type a response into. Once you re done typing a response, tap Post. 26
III. MESSAGING 2. DIRECT MESSAGES From here, you can choose to post as any Page or business you are admin of. To access your Direct Messages (DM), tap the home button at the bottom of the screen. From there, tap the paper airplane icon in the top right corner. Direct Messages can include text, photos, or videos. 27
III. MESSAGING 3. DIRECT MESSAGES From here, you can choose to post as any Page or business you are admin of. To initiate a conversation through DM with another user, you must first be following them. Once you are following them, tap Message on the top of the users profile to send a DM. 28
III. MESSAGING 3. DELETING COMMENTS To view all the comments, tap View all [number] comments. Swipe left on the comment you want removed. Tap the red box with the trash can icon to delete. Recommendation: Delete comments that are inappropriate, inflammatory or derogatory toward other users, or that include personal information such as phone numbers or physical addresses. 29
IV. BUSINESS ACCOUNTS 30
IV. BUSINESS ACCOUNTS 1. OVERVIEW With Business Profiles, brands are able to utilize tools not available to standard profiles. You have access to insights on your posts, letting you see clearly which posts have the best engagement and information about the best day and times to post. You can also add your station s address and phone number. The LPO of the station should make their account a business account. This will link the Instagram profile with the station s Facebook Page. To access insights on your Business Profile, click the graph icon in the top righthand corner of your profile. The following screen provides information on your followers (including growth and demographics), impressions, and stats on individual posts. Recommendation We recommend that only official stations accounts be converted into Business Profiles. This provides more oversight and consistency in posting and content. Recruiters should submit their content to LPO/PAOs to post to Facebook. 31
IV. BUSINESS ACCOUNTS 2. CREATING A BUSINESS ACCOUNT Go to your profile and tap the gear shift icon. 32
IV. BUSINESS ACCOUNTS 2. CREATING A BUSINESS ACCOUNT Tap Switch to Business Profile and select the Facebook Page you d like to associate your Business Profile on Instagram with. 33
IV. BUSINESS ACCOUNTS 2. CREATING A BUSINESS ACCOUNT 1. You must be an admin of the Page in order to connect the two accounts. 2. Make sure your profile is set to Public. Private accounts can t switch to Business Accounts. 3. On the Set Up Your Business Profile page, review your station s contact information, make any changes, and tap Done. 34
V. INSTAGRAM STORIES 35
V. INSTAGRAM STORIES 1. OVERVIEW Instagram Stories is Instagram s version of Snapchat stories. This feature allows users to share moments throughout the day in the form of videos and photos. The photos and videos disappear after 24 hours and won t appear on your profile grid or in users feeds. Stories from people you follow will be accessible at the top of your feed. When there is something new to see, their profile will have a colorful ring around it. To view someone s story, just tap on their profile photo. Tap to go back and forward to different story segments or swipe to jump to another account s story. If you want to comment on something you see, you can tap and send a private message to that person through Direct Messages. There are no likes or public comments on this content. 36
V. INSTAGRAM STORIES 2. ADDING CONTENT Your story follows the privacy settings of your account. If you set it to private, your story is visible only to your followers. When watching your own story, swipe up to check out who s seen each photo and video. To add content to your Instagram Story, tap the camera icon in the top left corner of the Home screen. From there you have the option to capture content live within the app or choose from existing assets saved on your phone. To access photos and videos saved on your phone, tap the image to the left of the center circle. A list of the most recent photos saved to your camera roll appear at the bottom. 37
V. INSTAGRAM STORIES 3. EDITING CONTENT Once you add content to your story, you have the ability to edit the content before posting. Options include: adding text or writing over the image, adding emoticons, and adding filters. Swipe left on the image to access different filters. 38
V. INSTAGRAM STORIES 4. POSTING CONTENT When content is ready, tap Next on the bottom right. From there you have the option to add it to your story so that all followers can see, or choose to send the content directly to a person via Direct Message. Hit Send when ready. 39
V. INSTAGRAM STORIES 5. TAGGING LOCATION Instagram Stories are now surpassing Snapchat. How can this help us? While in stories, you have an option to add a location tag; this will now be attached to your local areas in your Instagram Story. This will show your post and information to potential applicants that do not follow you. To add a location tag, tap the happy-face icon at the top of the screen. Choose Location from the menu of stickers. A selection of nearby locations will show up; select the correct one. 40
VI. ADDITIONAL RECRUITING TOOLS 41
VI. ADDITIONAL RECRUITING TOOLS 1. SOURCING YOUR MARKET Instagram has a lot of tools that you can use to produce activity. By utilizing the search bar, you can find local gyms, teams, and high school or college classes. You can search via hashtags such as #SeniorClass2018 or search for a specific name such as Tom's River Crossfit, then pinpoint your local target market and message them straight through the app. The magnifying glass will bring you to the Explore tab of Instagram. This page is different for every single user. You will see Stories on the top that may be of interest to you, as well as photos and videos that people you follow have liked or that are liked by a large number of people. Use the Search Bar to search for hashtags, places, or subject-specific content. 42
VI. ADDITIONAL RECRUITING TOOLS 2. FINDING APPLICANTS USING RTOOLS Using Rtools with Instagram can lead to faster communication between applicants and recruiters. Instagram and Facebook do something great that is so automatic it often goes unnoticed. When you receive a lead, school list, or ASVAB score that has a phone number, you can input the number into your phonebook and sync your contacts within the app. This will show the lead s Instagram profile and provide another means of communication. From your settings, choose Contacts. Connect your contacts on the next screen. Allow Instagram to connect to your contacts; you can disconnect at any time. 43
VII. WHO TO CONTACT 44
VII. WHO TO CONTACT CONTACTS If you come up against any issues on Instagram, or feel you should escalate a conversation or comment, please reach out to LT Shannon Bencs Program Advertising Manager/Social Media Navy Recruiting Command shannon.k.bencs@navy.mil (901) 874-9243 MC1 Corey Green Marketing and Advertising Creative Division Navy Recruiting Command corey.green@navy.mil (901) 874-7284 45