social media - april · buffer •social media manager •allows comprehensive tools for twitter,...
TRANSCRIPT
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SOCIAL MEDIAREACHING FARTHER, WORKING BETTER
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PRESENTERS AND WRITERS
Justice Ender, Communications Associate
Rayna Sage, PhD, Research Associate
Megan Miller, Student Researcher
Kerry Morse,
Communications Associate
• RTC: Rural conducts research
on disability as part of
the Rural Institute for
Inclusive Communities at the
University of Montana
• RTC: Rural is funded by
the National Institute on
Disability, Independent Living
and Rehabilitation
Research (NIDILRR) to
improve the ability of people
with disabilities to engage in
rural community living
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WHY USE SOCIAL MEDIA?
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CONNECT WITH CONSUMERS DIRECTLY
• Upcoming Events and Classes
• Disability News
• Advocacy Efforts
• Community Activities
• Peer Groups
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INDIRECTLY BENEFIT
•Raise Community Presence
• Low Cost
•Allows Indirect Networking
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FACEBOOK INVENTORIES
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WHAT IS SOMETHING YOU DO OR COULD DO WITH A SOCIAL
MEDIA PLATFORM?
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SOCIAL MEDIA AS A BRIDGE
Connecting Main and Branch Offices
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SEPARATE ACCOUNTS
• Plus:
• Staff in branch office know more information
• Consumers may only be interested in regional activities
• Added flexibility in number of staff
• Minus:
• More staff need to be trained on social media
• May have to double-post items of larger relevance
• More burdensome
• Small branches may not have staff confident in social media
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SINGLE ACCOUNT
• Plus:
• Core social media staff can be focused on posting
content
• Does not confuse people searching for center
• Less likely to lose access to account
• Minus:
• Communication delays from branches could result in missing posts
• Site visitors may often see posts of events they have no interest in
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OTHER THINGS TO THINK ABOUT
•Have a social media policy
•Make sure branches do
not claim business pages
•Make sure core staff are
admins, can monitor posts
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WOULD YOUR CENTER BENEFIT FROM HAVING SEVERAL PAGES SPECIFIC TO BRANCH OFFICES?
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REACHING RURAL COMMUNITIES
One-on-one Interviews
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WHY DO RURAL CONSUMERS USE SOCIAL MEDIA?
•Consuming and producing
• Interacting
• Advocacy
•Community building
• Events
…not for everyone
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COMMUNITY EVENTS
• Building and maintaining
community
•Connecting and reconnecting
•Getting out of the house
• Self-development
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FACEBOOK OPTIONS
Boosts and Scheduled Posts
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SCHEDULED POSTS
• Future posts
• Advantages
• Consistency
• Efficiency
• Edit
• Disadvantages
• Disengagement
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BOOSTS
• Few people who follow your page see
posts in timeline for any single post
• Boosts can show posts to more
followers and people who do not even
follow you
• Shares are another way your
information can reach more people
• Unlike shares, boosts cost $
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HEALTHY COMMUNITY LIVING PROJECT
• Healthy Community Living is one project run
by RTC: Rural
• Being developed in partnership with
CILs from across country
• Has separate social media platforms
• Part of project is collecting pictures
and video from CILs and individuals
through asks
• Also builds community/network
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DESCRIBE PROJECT
• Megan Miller, undergraduate student researcher
• Tracked HCL Facebook page for seven months
• Main focus on how boosts impacted page followers
and reactions
• Boosted posts were on Wednesdays through March
and April and included photos, similar content
• Variables:
• $20 or $50 per boost
• People who Like Page and Friends or All of United States
• 1-Day Boost or 7-Day Boost
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ANALYSIS OF FACTORS CONTRIBUTING TO A FACEBOOK PRESENCE
• Increase in followers:
• Month after 2016
APRIL Conference
• After larger $ boosts
• After boosts with
direct invitations to like
the page
APRIL Conference
B
BF
BF
BF
BF
B
B
B
B = Boost
BF = Boost Follow up
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ANALYSIS OF FACTORS CONTRIBUTING TO A FACEBOOK PRESENCE
• Total reactions had a more dramatic
spike
• Did not use the same picture or
request each boosted post
• Some variance might be due to how
much people liked certain content
• Single-day boosts did better than
week-long boosts for same amount
of $
BF
B
B
B
B
BF
BF
BF
B = Boost
BF = Boost Follow up
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ULTIMATE FINDINGS
• Facebook can be used as a tool for
spreading information and creating a
community who can share with each
other
• Active Facebook monitoring is important
• Directly inviting people to like your page
is key if a goal is to increase followers and
reach
• Posts with a picture are key
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CHANGES SINCE STUDY
• Facebook encourages targeting people
based on demographics, interests, or
behaviors
• This might help target, but not all
relevant parties might use terms like
‘disability’ or ‘wheelchair’ so that could
lead to missed consumers
• Cannot invite people twice if boosting
several times
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IS THERE A KEY ITEM THAT YOUR ORGANIZATION COULD BOOST
OR MAKE MULTIPLE POSTS ABOUT?
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GROUP OR PAGE?
And other Facebook Features
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BUSINESS PAGE
• Voice of authority
• Share recognized resources
and trusted content
• Interaction is limited to:
• Posts
• Comments under posts
• Direct messages from followers to
page
• Low number of views compared to likes
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GROUPS
• Democratic
• Everyone has a voice and can start
ideas or comment
• Information is not validated
• High number of views and
notifications
• Can still have staff be key
administrators or moderators
• Facilitating vs. Telling
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DO YOU RUN ANY PEER ACTIVITIES OR PROJECTS THAT DESERVE THEIR
OWN PAGE OR GROUP?
COULD YOUR CIL KEEP A RESOURCE LIST OF GROUPS CONSUMERS
COULD BENEFIT FROM JOINING?
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OTHER SOCIAL APPLICATIONS
Specific Purpose Networks and Inter-office Communication
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LINKED IN
• For individuals
• Networking and job searching
• For organizations
• Attract talent
• Research government players
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•Organizational brand
building
•Networking between
allies
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HOOTSUITE
• Social media manager
• Allows comprehensive tools
for Twitter, Facebook, Linked In,
and other social media
• Allows looking at postings for
pages you follow, scheduled
posting
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BUFFER
• Social media manager
• Allows comprehensive tools
for Twitter, Facebook, Linked In,
and other social media
• Slimmed down, 1-directional
• Free version
• Pay features allow added FB
and Twitter accounts
• Higher levels allow more detailed analysis
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TWEETDECK
• Similar to Hootsuite but only for Twitter
• Schedule
• Follow feeds
• Notifications
• Direct message
• Upcoming posts
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FLICKR
• Viewing, storing, sharing
pictures and video
• Preserves image quality
• Can have public groups
• Private accounts for storage
• HCL Flickr - www.flickr.com/groups/healthycommunityliving
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SLACK
• Team communication
• Features of social media,
email, file sharing, web-
teleconference
• Other functions
• HCL and RTC used internally
and with community partners
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WHOVA
• Conference organizing
• Share agenda
• See attendees with information
• Post notices / bulletins at
conference
• Photos – people can share
• Vendors
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FINAL TIPS
Anyone want to share something they learned or
do at their center?
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THANK YOU
Thank you for attending our presentation!
Healthy Community Living is a project of RTC: Rural in the Rural Institute at the University
of Montana
RTC: Rural is funded by National Institute on Disability, Independent Living and
Rehabilitation Research (90RT5025).
Healthy Community Living is funded by National Institute on Disability, Independent Living
and Rehabilitation Research (90DP0073).