SOCIAL MEDIA 101for NON-PROFITSWITH KELAINE DEVINE

ALLIED ARTS COUNCIL COMMUNICATION COORDINATOR

ACTIVITY: ROOM SELFIE!

• Take a picture and post it to either Facebook,

Twitter and/or Instagram

• Use the hashtags #BLL2017 & #YQL

• Tag some of the orgs in the room!

First Facebook Profile Picture, 2007

1989 First Modem – 1200k

1990-1993 D-dialer

1990-1991 Sysop BlueBoard - The Mellow Muffin

1994 -1997 Uvic Fine Arts Experimental Computer Lab

1999 – 2008 Blogger, article contributor to on-line journals

including Love & Trash

2005 Joined Flickr

2007 Joined Facebook, Began using Wordpress

2009 Joined Twitter, Started social media for AMAAS

2011Social media & crowdfunding for freelance clients,

Google+

2012 Presentation for Non-profits at Social in the South

2013 Joined Instagram, Tumblr, YouTube

2014 Joined Ello

2015 Began working for the AAC – 7 social media accounts, 3

websites and various print publications

2016 Joined Snapchat

WHAT WE ARE TALKING ABOUT:

• Landscape

• Content

• Algorithms, Ads & Analytics

• Drawbacks

• Planning

• The Future

LANDSCAPE

WHAT IS SOCIAL MEDIA?

“Forms of electronic communication (such as websites for social networking and

microblogging) through which users create online communities to share

information, ideas, personal messages, and other content (such as videos).”

– Merriam Webster

SOCIAL IS SOCIAL!

WHY USE SOCIAL MEDIA?

•Share your mission / vision

•Build community

•Communicate events / activities / fundraising initiatives

•Knowledge sharing

•Connect with patrons / funders

WHAT IS OUT THERE?

YOU CANT BE EVERYWHERE!

WHICH PLATFORMS ARE THE RIGHT FIT?

Community | Reach | Demographics

Facebook: 1.23 billion active users

Instagram: 400 million users

Twitter: 320 million users

Pinterest: 100 million users

Snapchat: 158 million daily users

Source: www.insightswest.com

Source: www.insightswest.com

Source: www.insightswest.com

Source: www.insightswest.com

CONTENT

STAY TRUE TO YOUR MISSION

All content on your social networks

should relate back to your mission / vision.

WHAT IS YOUR VOICE?

Look at your website

Be consistent

Brand should relate to mission & vision

WHO SHOULD POST?

•Board Member?

•Staff Person?

•Volunteer?

•Guest posters?

WHAT SHOULD YOU POST?

Develop a priority content strategy.

EXAMPLE - AAC’s Content Hierarchy:

• AAC news

• Events

• Local arts advocacy news

• Provincial & Federal arts advocacy news

• General interest arts news

WHEN SHOULD YOU POST?

2 x 7 x 3 ?!?

This is different for each organization.

Depends on followers.

This is a constantly changing formula.

• Look at your

insights

• Look at user stats

• Schedule posts

• Test and Refine

POSTING TOOLS SOCIAL MEDIA MANAGEMENT APPS

•Hoot Suite / Hootgiving

•Sprout / Action Sprout

•Buffer (non-profit discount available)

DO NOT SET IT AND FORGET IT !!!

ALGORITHMS, ADS & ANALYTICS

VOCABULARY

• Likes / Followers

• Reach

•Organic

• Engagement

•Micro-blogging

• Algorithm

• Analytics

WHO SEES WHAT?

The Almighty Algorithm!

C + P + T + R

Creator + Post + Type + Recentness

Facebook uses over a 1,000 different metrics

to determine what you see.

FACEBOOK’S POST PREFERENCES

• Facebook native video

• 360 Camera / Panorama

• Pictures / GIFS

• Text under 50 words

• Longer text

Vocabulary is important. Posts with monetary values or dollar signs will be supressed

but words like Congratulations and Birthday are prioritised.

ADS – ALWAYS MEASURE & TWEAK

Facebook wants you to pay to play and actually it is very

cost effective for advertising.

Best Practices:

• Create an ad that has less than 20% of text in a picture or boost a video.

• Do NOT boost an event. Do Boost posts that link back to the event.

• Be sure to create and save audiences based on demographics, age, location,

interests.

DRAWBACKS

WHY SHOULDN’T I USE SOCIAL MEDIA?

• Time & Staff Resources

• Always On

• Trolls / Negative Feedback Loops

• Vision & Mission Don’t Fit

PLANNING

ACTIVITY: PLANNING

Plan a week’s worth of posts.

Think about topics, pictures and copy.

Create a physical plan before going digital.

THE FUTURE

TRENDS

• More LIVE VIDEO

• Twitter pivots to be more NEWS focused

• Ability to CROWDFUND from Facebook

• Ads become even more ‘focused’

• More hardware

WHEN IN DOUBT

Make a cat video!