Social Media From Scratch
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How to integrate social media into your organization when you have no staff and no budget
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Social Media From Scratch
- 1. Social Media from Scratch Salsa Labs, Inc. Adam Rosenberg Online Community Manager
- 6. “ My supporters aren’t on Facebook” = Poor excuse Graphic from DigitalBuzzBlog. Info from OnlineSchools.org. (1/18/11)
- 8. There’s a Social Media Program For Everyone
- 13. Who will manage this?
- 23. Example: Facebook Fan Page
- 29. Example: Facebook Profile Pages
Notes de l'éditeur
- Don’t want people to get worried about terms like “microblogging” or “Foursquare” – don’t be afraid.
- Insert graphic of stats: http://blog.hubspot.com/blog/tabid/6307/bid/5965/The-Ultimate-List-300-Social-Media-Statistics.aspx http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
- CDT – which has no staff or budget for this, HSUS – which has a large budget and staff
- These are all reasons you would have a social media campaign. This is an evolving area, etc. The common thread: They all involve your orgs desire to talk and listen to people!
- Orgs w/ social media resources (Chain of command) graphic. Ability to easily follow routes on social media and institutional backing. Staff.
- Orgs w/o social media resources (Chain of command) graphic.
- Identify one person to track it all – Comm is a natural fit. Focus on integration – will save you time in the long run
- You’re likely going to be integrating social media as a tool by tool basis on things you’re already doing. Easiest way to start up.
- You want your intern to do all the things that will take up a lot of your time and scare you from doing social media. They don’t run the program, they fill in the blanks. They need to be users because they will know the tools well.
- Short term social media is doing hashtags, a random youtube video, a facebook page – all to compliment already running projects. The goals are just to cover the social media bases, not make a giant impact. Low risk, high reward. Long term social media is taking steps towards integrating a larger social media program at your organization with an eventual hire to manage it. These will be driven by conversation you have online with supporters and will be you putting more time resources into this program with the understanding that you may not see quantitative results soon.
- Identify one person to track it all – Comm is a natural fit. Focus on integration – will save you time in the long run
- Saves time in the long run. It forces your social media projects to become quality, not quantity. You ask yourself “How can I use social media to make what I’m already doing better?”
- Make sure you are asking yourself “Is this content fitting this criteria” and you will guide yourself in the right direction for social media. Social media works when its effortless for the user.
- Going to explain the different uses of Facebook pages. They’re all different.
- Key aspects to a Facebook page are the newsfeed and comments from “fans”. The more people interact with something you post, the more likely it is to appear on someone’s newsfeed who is following your org. Tabs can be customized through the edit page -> applications setting. You also are able to get great analytics on the types of people following your brand through the Page Insights.
- Groups are interesting. They’re not quite the robust functionality of fan pages, and serve better as a project management and discussion forum. These would be great for chapters or local followings of your org. Their main purpose is discussion and sharing between the members as opposed to a page, which is meant for interaction between the page and the members and vice versa.
- Very easy way for an organization to get involved on Facebook. Initiative specific pages with the ability to raise money and recruit members. When you start a cause, you can link it to a nonprofit in Facebook.
- This is your classic Facebook profile. It’s your personal page. It’s how you as an individual would share your orgs work through your networks.
- Don’t do autofeeds for Facebook, take the time to post it. Track it all on a calendar.
- They took what was already being done on their website and simply made a “social network” version of this. This is the same concept you can apply to all your projects.
- They have a fundraising page on their website and then the complimentary Facebook Cause page.
- Bottom line – if it’s not something that you’d find interesting, chances are others won’t find it interesting either. Expect to get lonely in the beginning. That’s why calling out the content of others is a great way to build initial readership and community.
- All can be measured and used as ways to gauge whats working
- No one is an expert.
- No one is an expert.
- General tab is for customizing sharing language across networks and ignoring specific things for Twitter or Facebook (I don’t advise this)
- Styling tab is for customizing the appearance of the share button
- Twitter sharing is best when it features use of hashtags or references to the org being shared from.
- Facebook sharing – a little more complicated but still important. Allows you to customize what appears in the link info which appears on the users wall.
- This info can now be updated through the Salsa sharing tools