social media from scratch
DESCRIPTION
Social Media from Scratch: How to get started with no budget and no staffTRANSCRIPT
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: [email protected]: @salsalabs/@salsalabsopshttp://salsacommons.org http://www.salsalabs.com
Seek me out, I’m happy to help!
Email: [email protected]: @PhillybergFacebook: www.facebook.com/PhillybergWebsite: www.AdamSRosenberg.com