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How to Create an Effective Social Media Strategy
September 9, 2014
3:00 P.M. EST
Sarah Mickelson, Rapoza Associates
Wendy Puckett and Malcolm Bailey, Frontier Housing
NRHC would like to thank Capital One for its generous support of this advocacy webinar.
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Facebook Use Among NRHC Members
31%
17%
Use Facebook consistently, but do not use it for advocacy or have not adopted best practices.
Use Facebook consistently to support the organization’s advocacy and have adopted best practices.
52% Do not use Facebook, or use it inconsistently.
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NRHC Social Media PollWhat is the biggest challenge to maintaining an effective social media presence?
23%
16%
Lack of expertise or familiarity.
Not a priority for organization.
55% Lack of a strategy and limited resources.
6% Other
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Creating a Social Media Strategy
A step-by-step process
Objectives
Audience
StaffingContent
Impact
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Step 1: Learn the Basics
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61% of Rural Residents Use Social Media
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Step 2: Objectives and AudienceSocial media is a tool, not an end in and of itself.
Objectives Audiences Platforms
Raise Awareness
Mobilize Supporters
Support and Recruit Members
NRHC Members
Other Advocates
Congress/ Agencies/ State & Local Gov
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Social Media Poll
What are your organization’s social media objectives?
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Step 3: Staff and Resources
Social Media Responsibilities Staff A Staff B Staff C
Facebook (3-4 posts/wk) = 4-6 hrs Admin Admin Support
Twitter (3 tweets/day) = 5 hrs Admin Admin Support
Blog (1 post/wk) = 5-10 hrs Admin Support Admin
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Step 4: Track Performance
Examples of Social Media Goals
Aug Sept Oct Year-End Metrics
25% Increase in FB Fans
190 200 237
250 new newsletter subscribers
3,464 3,467 3,714
20 new NRHC members 155 157 175
200 new petition signers 1,466 -- 1,666
Other possible goals:• Online donations?• Number of volunteers?• Downloads of content?
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Step 5: Create and Integrate a Visual Brand
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Square Avatar
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Compelling Cover Photo
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Websites
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E-Newsletters
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Blogs
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Other Social Media Platforms
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Step 6: Create a Social Media Calendar
TIPS
• Allow for flexibility, do not micromanage.
• Limit to 3-4 Facebook posts a week.
• Work backwards from big events and news.
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Step 7: Create and Share Content
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Inspirational Quotes
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Memes
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Current Events
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Infographics (Piktochart)
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Step 8:
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Learn from the Best
NRHC Members
1. CEI, Maine
2. CHIP, California
3. FAHE, Kentucky
4. Self-Help Enterprises, California
Other Organizations
5. National Public Radio
6. Wounded Warrior Project
7. ONE Campaign
8. AARP
9. Girl Scouts
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ResourcesNRHC Social Media Resources• NRHC Toolkit: Creating a Social Media Strategy• NRHC Toolkit: Using Local and Social Media to Support Your A
dvocacy• Free Technical Assistance for NRHC Members
Follow On Facebook• Nonprofit Tech for Good• New Organizing Institute• Socialbrite
Sample Social Media Policies• TechSoup and Idealware Guide to Social Media Policies• Legal Issues• Crisis Communications• Online Database of Social Media Policies• Policy Tool Template• Frontier Housing’s Social Media Policy• Save this social media sizing cheat sheet.
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Questions?
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Frontier Housing, Inc.
Wendy Puckett, Fundraising and Development Director
Malcolm Bailey, AmeriCorps VISTA
Our Mission: To provide affordable housing solutions to build better communities.
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Our Objectives
• Increase intake– Audience = potential customers and word-of-
mouth referral sources• Proliferate messaging• Generate buzz
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Why Only Facebook?
• Platform of choice for our market• Small staff• Quality over quantity
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Our Process
• Schedule one post for every business day one week in advance– Takes professional volunteer about 4 hours
• Meet once/week to tweak posts and brainstorm for next week– Takes social media team 1 hour
• Spontaneous newsworthy posts trump scheduled posts
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Sample of Scheduled Posts
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Tips
• Keep it under 300 characters (sweet spot is around 150)• Be conversational, avoid jargon• Know your audience• Pictures are always a plus (especially people pictures)• Having a few “content categories” aids content creation
• e.g., Q&A, sales pitch, “did you know?”, housing news, etc.
• Share posts from partners• Deepens partnerships and creates connections among mutual fans
• Know how to share a link (next slide!)
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Share a Link
1. Type the link you want to share; remove it after the preview pops up
2. Use the arrows to change available pictures or upload your own
3. Change the link title and/or content preview
Be sure to link to your website often.
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Our Likes
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Campaigns Work!
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Difficult Situations
• Delete– Hateful/offensive comments– Posts with disputed photo rights
• Engage– Commenters with legitimate complaints• Try to resolve the issue, provide office phone number
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Questions?