social media from scratch

Social Media from ScratchSalsa Labs, Inc.

Adam RosenbergOnline Community Manager

This presentation assumes the following about you:

• You have no social media budget• You have less than 10 people on staff• You wear a lot of hats• You know the question is not “if” you should

be on Facebook but rather “how”

How we’re defining “Social Media” for your purposes

• Any form of media that promotes conversation

• Things that can be shared• Media that is not restricted to words• Blogs• Facebook• Twitter

Agenda

• Why have a social media program?• What does a social media program look like?• Cut to the Chase: What should I do TODAY?• Take Home Tactics• How Salsa tools can help

Why have a social media program?

• Why NOT?– “I have limited resources”– “I don’t have enough staff”– “My users aren’t on Facebook”

“My supporters aren’t on Facebook” = Poor excuse

Graphic from DigitalBuzzBlog. Info from OnlineSchools.org. (1/18/11)

Why have a social media program?

• Builds community through sharing• Helps identify evangelists• Spreads your content through your supporters as the

vehicle• Cheap, low risk/high reward

There’s a Social Media Program For Everyone

What do you want to accomplish?

• Support a new initiative?• Enhance communications with

membership?• Fundraise?• Build buzz around issue?• Get people to take action?• All of the above?

What does a social media campaign look like if you have resources?

•Multiple staffers and departments•Clear roles, structure•Resources

What does a social media campaign look like if you don’t have resources?

•No real structure for social media•Tool and project driven•No staff•Staff wear many hats

Things to consider...

• Who will manage this?• Short term vs Long term• What if people say bad things about

me?• What if it doesn’t work?• Focus on integration

Who will manage this?

Sample Intern Posting:• Project Amazing seeks a social media intern to join our growing team. The social media

intern will work across departments and play a major role in our online communications program.

• The social media intern will:– monitor social networks like Twitter and Facebook for mentions– prepare statistics and metrics on social networks– upload photos, videos, and multimedia content to organization’s social networks– create Facebook events for organization– monitor Facebook page for likes, comments, activity– research emerging media trends and work with organization to implement new

technologies– help create and manage online profiles– Research what other players in the market are doing

• Qualifications include:– passionate about social media/issues– active on social networks like Twitter, Facebook, and Foursquare– Strong writing skills– HTML and CSS skills a plus

Short term vs Long term

• Short term social media– Project and task driven– Staff should learn social media elements and

apply them to their projects• Long term social media

– Process and conversation driven– Eventually should lead to a specific hire

What if people say bad things about me?

• They already are, you just can’t hear them

• Opportunity to learn from your supporters

• Engage in discussion

What if it doesn’t work?

• Learn more from failure than you do from success

• Goals are essential and will guide you

• You get what you put into it• Manage your expectations

Focus on Integration

• Adapt tools to current tasks• Make social media elements part of

routine• Track all activity on an org

calendar/task sheet• Treat people online the way you

would in “real” life

Social Media Content is…

• Accessible• Portable• Simple

Cut to the Chase: What should I do TODAY?

• Map out departments and existing projects

• Create calendar or list to track activities

• Start identifying ways to “add-on” social media elements to current projects

I want Facebook! I want Twitter!

• Know your different Facebook accounts

• Audiences are different• Tactics are different

– Twitter = Customer Service

– Facebook = Relationship Building

Facebook: What do I do with it?

• Facebook Fan Page– For businesses, organizations, public figures– Create and invite your contacts– https://www.facebook.com/pages– Good for central hub of organization (i.e.

think of it as your home page)• Example: Environmental Working Group

Example: Facebook Fan Page

Facebook: What do I do with it?

• Facebook Groups– Organized by interest– Smaller sub sections of your overall

organization (think: chapters)– Focused on discussion between members– http://www.allfacebook.com/new-facebook-

groups-2010-10• Example: DCWeek

Example: Facebook Group

Facebook: What do I do with it?

• Facebook Causes– For specific movements– Each org could have many causes– GREAT Fundraising method– http://www.causes.com/– You can create initiatives or your supporters

can link them to you

• Example: Stop the Seal Hunt (HSUS)

Example: Facebook Causes

Facebook: What do I do with it?

• Facebook Profile– A real person (example: CEO of org)– Each person has one, you can only have one– Share your orgs work through your friend networks

• Example: Adam Rosenberg

Example: Facebook Profile Pages

Twitter: What do I do with it?

• Customer Service• Great for quick responses and real-time convo• Host a chat• Share links• Treat it like a public cocktail party (be social!)

Twitter: Some Guidelines

• Know who is managing and responding so you don’t double up

• Follow hashtags for relevant events• RT others• Keep it simple (140 characters limit)• Respond to all mentions, even folks that don’t

agree with you (you might turn them to your side!)

• Use Tweetdeck, Tweetie, Hootsuite

Basic Social Media Tactics

• Create a Facebook page– If you’re a nonprofit, create a

Facebook Cause• Create a Twitter account

– Share your blog posts and content (autofeed)

• Videotape and Photograph your events– Easy way to create fresh content

• Cross-post your orgs content on networks– Feeding content = increase in

views

• Tell people about it!

Advocacy Example: Victory Fund

Website Advocacy Program Facebook version

Fundraising Example: Save the Frogs

Website Fundraising Program Facebook version

Simple ways to expand your social network presence

• Add to email signature• Like and Share Buttons• Invite contacts• Consistent content• Public Questions/Asks• Share others’ content• Respond and engage people

Metrics (It’s how you know it’s working!)

• Web traffic (Google Analytics)• Membership• Feedback• Mentions (Twitter)• Revenue (Fundraisers/Facebook

Causes)• Referrals• Growth over time

Take Home Tips

• Ask Questions!• Learn from big brands

– Politicians, Celebrities, Corporations

• Privacy/TOS– Make sure you understand them

• Don’t panic, it’s the wild west

Helpful Links

Essential Social Media Guides• Mashable (www.mashable.com)• All Facebook (www.allfacebook.com)• HubSpot (blog.hubspot.com)

Metrics• Twitter Analyzer (www.twitteranalyzer.com)• Tweetreach (www.tweetreach.com)

How Salsa tools can help• Where to find them:

Configuring Sharing-General

Configuring Sharing-Styling

Configuring Sharing-Twitter

Configuring Sharing-Facebook

Configuring Sharing-Facebook

Questions?

Salsa Support:Email: support@salsalabs.comTwitter: @salsalabs/@salsalabsopshttp://salsacommons.org http://www.salsalabs.com

Seek me out, I’m happy to help!

Email: arosenberg@salsalabs.comTwitter: @PhillybergFacebook: www.facebook.com/PhillybergWebsite: www.AdamSRosenberg.com