creating an image through social media - international group track animal care expo 2013
DESCRIPTION
*This presentation was part of the Humane Society International track, so is more focused toward animal welfare organizations that work internationally. Learn how to interact with and cultivate your supporters on Facebook, Twitter, and other social media, as well as how to communicate with them in times of crisis. Learn how to use social media to successfully deliver a message, raise awareness, and generate the change you need for the animals in your country. We will share with you best practices and tips on how to be an effective social media communicator, as well as meet your goals whether they be fundraising, advocacy, event attendance, or customer service.TRANSCRIPT
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Creating an Image Through Social Media
#animalcareexpo
“I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.”
– Posted to our Facebook Page wall, January 2010
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• Best practices for interacting with, and also cultivating supporters
• How to communicate with them in times of crisis
#animalcareexpo
• Getting your message out on social media
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#animalcareexpo
• Everything we do online is tied to advocacy and fundraising
• Our social media program is no exception• There is also a relationship building and customer
service aspect to social media• The program complements and works in conjunction
with our website and email• Take an integrated approach – social media is not a
silver bullet
Goals
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#animalcareexpo
Website Social network
One way communication Two way communication
Content generated in house Content generated by users
Organization’s voice People’s voice
Talking to people Talking with people
Marketing Conversations
Expect information Expect interaction
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Best practices for interacting with, and also cultivating supporters
• Cater to your audience • Every post is a reason to unlike your
page. • Integration• Respond to everyone with a legitimate
question• Be transparent
#animalcareexpo
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Cater to your audience!
#animalcareexpo
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#animalcareexpo
Tell a Story
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#animalcareexpo
Recruit
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#animalcareexpo
Fundraise
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#animalcareexpo
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Remember: Every post, is a reason to hide or unlike your page.
#animalcareexpo
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On the website:
#animalcareexpo
Integration
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On Facebook
#animalcareexpo
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#animalcareexpo
On Twitter:
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#animalcareexpo
Now you have an image…But you need to keep it!
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Part IIThe Dark Side of Social Media
How to Communicate in Times of Crisis
#animalcareexpo
Crisis is…• Natural or manmade disaster
• PR Problems
• Organized Attacks
#animalcareexpo
Disasters
Reuniting lost pets
Garnering new supporters
Getting information out
Getting support
#animalcareexpo
#animalcareexpo
Overview
• Listening
• Assessing
• Responding
• Moving On
#animalcareexpo
Who is your online voiceYour online presence, and the
person answering it, is a “face” of your organization –
make sure it’s a good one
#animalcareexpo
Comments
Personalize – Be human
Tone – Address emotions
Honesty – IDKLFO – I don’t know let me find out!
Answer Everyone – Every post is an opportunity to engage
#animalcareexpo
Protection
Commenting Policy – have one!
Make your policy known – and fair.
If you delete something, tell your fans and tell them why
Don’t delete because you disagree, only delete if it’s a violation – stay transparent.
#animalcareexpo
Protection
What’s in a commenting policy?
• Namecalling• Personal attacks• Misinformation • Profanity• Spam• Promoting violence • Photos or videos of animal cruelty
#animalcareexpo
Acknowledge, Rectify, and Move On
#animalcareexpo
Haters are going to hate
Not everyone is a hater
Seize Opportunities to Learn & Educate
#animalcareexpo
Look for Supporters
-Who is supporting you online?
-Acknowledge them, thank them
-Build relationships
#animalcareexpo
It Happened
#animalcareexpo
It Will Blow Over
#animalcareexpo
Good Resources
#animalcareexpo
www.johnhaydon.com
www.bethkanter.org
www.allfacebook.com
