social media toolkit v2

Social Media Toolkit for ASTD Chapter Leaders

ASTD Chapter Leader Resources Social Media Toolkit

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Revision Authors: Jennifer Tomarchio [email protected] Yvonne Bogard, [email protected] Don Bolen [email protected] Larry Straining [email protected] Michelle Resendez‐Mata [email protected] Michael Merritt [email protected] Cruess, Alison [email protected] Rick Kerner [email protected] Brandon Grubesky [email protected]

Social Media Toolkit ASTD Chapter Leader Resources

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Table of Contents SECTION ONE: WHAT IS SOCIAL MEDIA? .................................................................................................... 5

OVERVIEW .............................................................................................................................................. 5 WHAT IS SOCIAL MEDIA? ............................................................................................................................ 5 WHY IS SOCIAL MEDIA IMPORTANT? .............................................................................................................. 5 BENEFITS OF SOCIAL MEDIA ......................................................................................................................... 6

SECTION TWO: TYPES OF SOCIAL MEDIA .................................................................................................... 7

WHICH TOOLS TO USE ................................................................................................................................ 7 SOCIAL MEDIA TYPES ................................................................................................................................. 9 THE BACKCHANNEL .................................................................................................................................. 15 USE OF POLLS ON SOCIAL MEDIA ................................................................................................................. 16

SECTION THREE: CREATING A SOCIAL MEDIA PLAN ................................................................................... 17

WHAT ARE YOUR GOALS? ......................................................................................................................... 17 TIPS FOR BUILDING A MARKETING PLAN ......................................................................................................... 18 MARKETING PLANNER .............................................................................................................................. 20 SUSTAINING SOCIAL MEDIA USAGE ............................................................................................................... 21 TWITTER SESSION PREP WORKSHEET ............................................................................................................ 23 CHAPTER BEST PRACTICES .......................................................................................................................... 24

SECTION FOUR: CHAPTER SERVICES ON SOCIAL MEDIA ............................................................................. 27

APPENDIX A: RESOURCES ........................................................................................................................ 28

APPENDIX B: SAMPLE SOCIAL MEDIA BOARD POSITIONS .......................................................................... 30

SAMPLE CHAPTER LEADER POSITION DESCRIPTION #1: ....................................................................................... 30 SAMPLE CHAPTER LEADER POSITION DESCRIPTION #2: ....................................................................................... 32


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Section One: What is Social Media?

Overview

The Social Media Toolkit has been created to help your chapter use social media to engage chapter members, communicate chapter events, and promote your chapter.

This toolkit will help your chapter recognize types of social media available, create a social media plan, and sustain social media usage. It provides templates and ideas from other ASTD chapters to help your chapter effectively use social media.

What is Social Media?

There are as many definitions of social media as there are types of social media available. In its most basic sense, social media uses technology as a platform that allows users to communicate and create community.

Wikipedia defines social media as using web‐based technologies to turn communication into interactive dialogues and a blending of technology and social interaction for the co‐creation of value (http://en.wikipedia.org/wiki/Social_media).

Why Is Social Media Important?

Statistics about increasing social media usage:

Facebook: (http://www.facebook.com/press/info.php?statistics)

● More than 845 million active users

● 50% of active users log on to Facebook in any given day

● Average user has 130 friends

● People spend over 700 billion minutes per month on Facebook

Twitter: (http://thesocialskinny.com/100‐social‐media‐mobile‐and‐internet‐statistics‐for‐2012/ and http://twitter.com/about)

● In February 2012 Twitter had 500 million registered users (approx 200m active)

● Twitter accounts for approx 3.61% of referral traffic (according to Shareaholic study)

● 36% of Twitter users tweet at least once per day, with an average visit time of 11:50 minutes


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● Twitter users send 175 million tweets each day

● 64% of users access Twitter via twitter.com

● 1 million accounts are added to Twitter every day

LinkedIn: (http://thesocialskinny.com/100‐social‐media‐mobile‐and‐internet‐statistics‐for‐2012/ and http://press.linkedin.com/)

● In February 2012 LinkedIn had 135 million users

● LinkedIn accounts for about 0.20% of referral traffic

● American users spend an average of 17 minutes on the site

● 50% of LinkedIn users have a bachelor’s degree or higher

● There are 2 million companies on LinkedIn

● Executives from all Fortune 500 companies are LinkedIn members. Google+: www.google.com:+

● Google’s entry into social networking space launched June 28, 2011 ● Google reports 170+ million users (April 2012) and expected to hit 400

million users by end of 2012. [HubSpot http://blog.hubspot.com/blog/ tabid/6307/bid/32362/35‐Statistics‐That‐Fuel‐the‐Battle‐Between‐Pinterest‐and‐Google.aspx

Benefits of Social Media

• Sharing, collaboration, and community communicating directly to and among chapter members, and potential members.

• Put your message in front of people where they already are (go to them, instead of them coming to you).

• Connect with millenials and seniors.

• Informal learning can secure transfer of (formal) learning (content echo: create a content message that has many legs‐‐video‐ in person‐ social media ‐ daily email).

• Pooled knowledge and wisdom.

• Easy to connect on an individual basis, don’t have to be at an event to meet others from your chapter.

• By the nature of social media, messages are easy to pass on ‐ so you aren’t communicating once, but many times as people link and share.

• Teach members to use the tools that are growing in use in their workplaces and communities.

• Rapid mobilization for member and community needs.


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Section Two: Types of Social Media

Which Tools To Use

It’s important to note that social media technology rapidly evolves, and therefore tools and recommended techniques frequently change. The good news is that you don’t have to keep up with every change to make it work for you and your chapter.

Some questions to ask when choosing which social media tool to accomplish your goal.

● What do we want to accomplish?

● Whom do we want to reach?

● Which media offers the best access to membership and community?

● How much time do we have and will you spend?

One main goal of social media is to engage with others. It’s not just about providing information, but also about communicating with members and learning from them. While there really isn’t a “right” way to use social media, here are a few tips and lessons learned:

Note that your chapter doesn’t need to use all of these social media tools. It is important to create a plan for using social media and determine which tools best fit the chapter's communication strategy and member needs. Avoid overloading members with too many tools at once. Select a social media strategy that doesn’t intimidate your board, one that your chapter leaders can handle.

See the Appendix for the sample Social Media Marketing Plan.

• Disclaimer: Though many types of social media tools are included below, no one tool is “recommended” over another.


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Social Media Types

The following table describes some of the types of social media and their purpose. This list of common social media technologies is not intended to be complete or comprehensive.

Type Description Tips & Best Practices Resources / Examples

Blogs A Blog, or weblog, is a journal that is posted online and accessible to anyone on the Internet. There are a number of services that can set up blogs for free, such as Wordpress, Blogspot, and Wordpad.

Use a blog to engage chapter members in writing posts. Share reflections following events or other activities. Establish schedule and topic list for blogs.

How to Start a Blog http://www.howtostartablog.org/ Blogger: How to start a blog (YouTube video) http://www.youtube.com/watch?v=bU4gXHkejMo

Podcasts A Podcast is an electronic audio file often structure like a radio broadcast that can be downloaded and listened to on a computer, mp3 player, mobile phone, or other electronic device.

Record short podcasts to promote chapter events and share topics of interest to chapter members. Record interviews with local L&D leaders.

How to Create a Podcast: A Step‐by‐Step Tutorial http://radio.about.com/od/createyourownpodcast/ss/How‐to‐Create‐Your‐Own‐Podcast‐Make‐Your‐Own‐Talk‐Show‐Music‐Program‐or‐Audio‐Stream.htm How to Create a Podcast (YouTube video) http://www.youtube.com/watch?v=‐hrBbczS9I0


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Bookmarking and Tagging

Bookmarks are just like Internet Favorites in that they enable you to save a reference to any web page you find on the internet so that you can easily go to the page at a later date. Tags take bookmarks to the next level by allowing users to associate tags, or categories, to bookmarked pages. For example, using a tag like ‘Blog’ would enable a user to find any bookmarked site tagged as a blog. Bookmarking sites such as Pinterest, Diigo, Technorati, and Reddit enable users to share their bookmarks and tags with other users.

Use to catalogue and share important links and resources.

Social Bookmarking 101: What is Social Bookmarking and How Can it Help Me? http://webtrends.about.com/od/socialbookmarking101/p/aboutsocialtags.htm

Video / YouTube

Another type of media which is used for sharing is video. Users can share videos they create and upload, or they can share videos created by others. YouTube is the by far the largest video sharing service, and there are others, some of which maybe of a more narrow scope.

Create a chapter YouTube channel to post advertising messages.

Post vignettes of highlights from live events.

YouTube 101: How to Upload (YouTube video) http://www.youtube.com/user/youtube?blend=3&ob=4#p/search/17/SzSwnbxb9TY


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Social Networks

A Social Networking website is one designed to connect people forming a virtual network in which individuals can share personal and/or professional information. Social networks often connect individuals with like interests that might otherwise not be able to connect. Facebook is, by far, the largest of all social networks. LinkedIn, Google +, Yammer, and MySpace are also examples of social networks. Twitter is also considered as a social networking tool. See microblog below for more information. Enterprise networking, using tools such as Microsoft SharePoint, is gaining popularity for increasing collaboration and efficacy.

Facebook: • Create a fan page for your

chapter. • Use the discussion feature,

invite and respond to comments, start conversations, post links and pictures that your audience might find useful.

LinkedIn: • Create a discussion. • Promote chapter events,

invite and respond to comments, start conversations, and post links that your audience might find useful.

Google+ • Create a Google+ Page to

promote chapter events. • Use Hangouts to video chat

with up to 9 people and broadcast streaming video. Note, Hangouts require a browser plug‐in.

Facebook: Facebook Pages: Creating, Administering, and Editing Your Page http://www.facebook.com/help/?page=904 How to Make Your Own Fan Page on Facebook (YouTube video) http://www.youtube.com/watch?v=xhP0wvAsnQA&feature=related LinkedIn: Group Management http://learn.linkedin.com/group‐management/ LinkedIn Expert Tip: How to Create a Group in LinkedIn (YouTube video) http://www.youtube.com/watch?v=2zoqw3b290o Google+ Google+ Pages http://support.google.com/plus/bin/answer.py?hl=en&answer=1710600 Hangouts on Air, getting started http://www.youtube.com/watch?v=ohlHn6Kt5YM&feature=player_embedded


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Microblog A Microblog is a hybrid of a blog that is limited in the number of characters and a social network. Twitter is the largest Microblogging service, with Yammer being a popular enterprise level networking option to use within an organization

Twitter: • Create an account for your

chapter to tweet, and use it to post announcements and links that your audience might find useful. Engage in conversation with chapter members.

• Create hashtags for chapter events and encourage its use.

Twitter: Twitter 101: How should I get started using Twitter http://support.twitter.com/groups/31‐twitter‐basics/topics/104‐welcome‐to‐twitter‐support/articles/215585‐twitter‐101‐how‐should‐i‐get‐started‐using‐twitter

Presentations Some websites enable users to post their PowerPoint presentations online for viewing online.

Slideshare is the most popular website for this purpose.

Others include: Prezi, VoiceThread, Jing.

Use to share speaker presentations with members.

http://www.slideshare.net www.Prezi.com http://voicethread.com/ Jing: http://www.techsmith.com/jing.html?gclid=CN7Q29q7wrACFQS0nQodUEkEUQ

Wikis Wikis are websites that allow for the creation of interlinked webpages via a browser.

Examples are community websites, corporate intranets, and knowledge management systems. Anyone visiting can not only view the content, but to edit content as well. Wikipedia is the largest wiki.

Wikispaces, http://www.wikispaces.com/

Starting and Running a Wiki Website http://en.wikibooks.org/wiki/Starting_and_Running_a_Wiki_Website


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Virtual Worlds

Today’s technology also enables users to connect in virtual worlds. In these environments, users control avatars and have them interact in a computer generated world, often mimicking a real‐world environment.

Second Life is the most commonly used Virtual World.

Second Life, http://secondlife.com/?lang=en‐US

What is a Virtual World

http://www.virtualworldsreview.com/info/whatis.shtml

How to Get Started in Second Life in 10 Easy Steps

http://www.makeuseof.com/tag/how‐to‐get‐started‐in‐second‐life‐in‐10‐easy‐steps/

RSS Feeds RSS stands for Really Simple Syndication and is a method for sharing your online content with others. People who subscribe to your RSS Feed in their RSS Reader will automatically receive your content as it is updated in real time.

Chapters can add RSS Feeds to their Event Calendars and Blogs.

http://en.wikipedia.org/wiki/Rss

www.google.com/reader

http://office.microsoft.com/en‐us/outlook‐help/add‐an‐rss‐feed‐HA010159539.aspx


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The Backchannel

Plan for the backchannel, and program tweets to help give your event momentum.

A backchannel refers to a secondary message or murmur that takes place during the main message. This can sometimes be thought of as just noise. In training or presentations the backchannel refers to participants commenting on the presentation while it is taking place using social media. Generally this backchannel takes place using twitter. Presenters can take advantage of this backchannel by including it in their presentations. By including a twitter backchannel in your presentations a presenter can:

• Poll Participants • Ask Questions • Check for understanding • Distribute information

Presenters may choose to include a backchannel monitor/moderator in their presentation. This monitor serves multiple purposes:

• Can send pre‐established tweets for the presenter. • Can watch the back channel for questions and comments from the

participants.

Backchannels using twitter focus on a hashtag, which is a predetermined key word preceded with a # established for the presentation (i.e. #ASTD or #ASTDChapters).

Announcing a backchannel will be in use ahead of a presentation will allow participants to start asking questions and becoming involved before a presentation. The backchannel can also be followed after a presentation to continue the conversation established during the time constraints of a presentation.

Backchannel tools include:

• Tweetdeck (setting up a column to follow the hashtag) (http://www.tweetchat.com)

• Hootsuite (setting up a column to follow the hashtag) (http://www.hootsuite.com)

• Tweetchat (http://www.tweetchat.com) • SAP (http://www.sapweb20.com/blog/powerpoint‐twitter‐tools/)


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Use of Polls on Social Media

Polls can be used to encourage simple engagement with your social media sites and embed within your website. For example, you could create a single question poll in LinkedIn, Facebook, and Twitter to draw attention to an upcoming event, or ask for your audiences opinions on a question of your choosing. Further, you could create a poll to determine when the best time to post to Twitter would be most effective. These are only a few examples to consider.

For more information, the following are a few resources to get you started.

A. LinkedIn ‐ Retrieved from http://help.linkedin.com/app/answers/detail/a_id/1198.

“While creating your poll, you have the option to share your poll on LinkedIn, Twitter, and Facebook. After you've created the poll, you'll get a link to it as well as code that allows you to embed it into a blog or website.

To share your poll after creating it:

1. Click Polls from the More dropdown menu at the top of your home page.

2. Click Polls you created on the left.

3. Select the poll you'd like to share.

4. Under Share this poll in the upper right of the page, select how you'd like to share your open poll:

o Share on LinkedIn‐ You can post to updates, groups and to individual connections.

o Tweet: Sends a message through your Twitter account.

o Share on Facebook: Sends an update to your Facebook friends.

o Comment: Allows you to comment on your poll.

o Link: Provides a link you can send out to others via email or post in a blog that readers can click on.

o Embed: Provides a piece of code that allows you to embed the complete poll within your blog or website.”

B. Facebook – polling app

http://apps.facebook.com/my‐polls/?ref=aw&gclid=CMeLi‐3027ACFUMCQAodrl‐D1A

C. Twitter – polling tools

a. http://twitpolls.com/#poll/create

b. http://mysurveysaid.com/

c. http://polldaddy.com/

d. http://www.twitip.com/create‐free‐polls‐for‐twitter‐with‐polldaddy/


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Section Three: Creating a Social Media Plan

What Are Your Goals?

Social media, like every other mode of communication your chapter uses, should be paired with clear objectives. Use this simple four‐step process to implement a social media program that is both meaningful and measurable for your chapter.

Source: http://projectignite.npowercharlotteregion.org/images/socialmediaforum/whitepaper.pdf


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Tips for Building a Marketing Plan

1. Develop a strategy by identifying your objectives and your audience. Ask yourself what you want to achieve: Are you branding your organization? Are you fund raising for a cause? Are you gathering feedback from supporters? Determine your audience by asking where your supporters congregate online: Facebook, LinkedIn, YouTube, texting or e‐mail?

What do I want to achieve?

2. Launch an initiative designed to achieve your objective and reach your target audience. This could a Facebook page, a Twitter feed or a YouTube channel, to name a few. Be creative and original, but also look at what others are doing and adapt it to your needs. Don’t be afraid to experiment.

My initiative will be:

3. Feed and nurture your initiative. Find the people in your organization that can generate content to power your initiative.

My social media team includes:

4. Measure and evaluate your initiative. What worked and what didn’t. How much time did you spend on it and did it have an effect?

My measurements include:


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Once you have completed these steps, start the process again. Through experimentation, you will find what works best for your chapter. Source: http://projectignite.npowercharlotteregion.org/images/socialmediaforum/whitepaper.pdf)

Sample Info:

○ http://mashable.com/2008/11/07/social‐media‐marketing‐plan/

○ http://socialmediatoday.com/SMC/207874

○ http://mashable.com/2010/02/12/non‐profit‐communities/

○ http://www.casefoundation.org/social‐media‐tutorials

○ http://www.wildapricot.com/blogs/newsblog/archive/2010/07/06/one‐page‐social‐media‐strategy.aspx

The following page offers a sample Social Media Marketing Plan Worksheet.


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Marketing Planner

Blog 1 – 2x/month:

• Examples: conference or other learning event summaries.

Author: Topic:

Author: Topic:

Twitter Post Ideas: • Session / event info:

date/time/topic/registration info

•

• Topic/Speaker/registration info

• Blog posts (use Twitterfeed to do this automatically)

• Key fact or statistic about monthly program topic, registration info

• Link to speaker’s blog, website, registration info

• Last call for registrations

• Tweets during programs (photos, data nuggets)

• RT to Chapter members, NAC, ASTDChapters, ASTD

My other Twitter post ideas:

LinkedIn:

• Discussions (Create 1/week – can tie in to program topic) • Monthly program events posted

Facebook:

• Monthly program events posted • YouTube video clips from events • Photos from every event • Blog link • Media Releases about events (post in Notes)


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Sustaining Social Media Usage

After creating a social media plan it’s time to implement and sustain it. There are four keys to sustainability:

1. Involve Chapter Leaders

Get everyone involved in some way. Whether it’s thinking about social media for promoting an event, or actively participating in the chapter’s social media tools, each chapter leader should participate by commenting, posting, and tweeting. Following are sample posts/suggested tweets for chapter leaders to build upon. It is a good idea to break the plan into small pieces, and delegate.

Facebook Examples: Central Iowa

Plenty of time to register for tomorrow’s Chapter Networking session. There will be a drawing to win FREE Des Moines Menace tickets! <Registration link>

This was posted with a picture of someone holding the tickets. Chapter posts many pictures from events, including pictures of the winners if these tickets.

Check out our 2012 Professional Development commercial as! Sign up for Prof. Dev. Guy’s events @ www.astdiowa.org/TIES

Twitter Examples: South Florida

Register early for the ASTDSFL 7/10 event & save! Diane Vento will present “Communication Roadblocks” in Davie ow.ly/bLu0n

South Florida Miami welcomes Dr. Debbie Atkins to show where ISD and Six Sigma meet. Register today: ow.ly/bLu0n

2. Create a board level position for social media

One chapter leader should have specific accountability for the chapter’s social media strategy. This role may be a “VP of Technology”, “Director of Social Media”, or “Chapter Communication Chair.”

Example: Mid‐Michigan Chapter

The Mid‐Michigan Chapter has a VP Technology position on their board of directors. The brief role description is: “The Vice President of Technology’s primary focus is to provide a technology infrastructure, including chapter website, social networking and other communications tools in support of the chapter.”


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3. Include social media in all marketing and communication plans

As outlined in the sample Marketing Planner above, use social media to promote all chapter events, communicate information, and market the chapter.

Example: Orange County Chapter

The Orange County Chapter actively uses social media to promote chapter events and market the chapter. In addition to using Facebook, LinkedIn, and Twitter, the chapter has a YouTube channel with short videos of chapter events and advertising for the chapter.

To measure the marketing strategy’s effectiveness, employ Social Media Metrics.

• See http://www.sas.com/reg/gen/corp/1108464‐social‐media‐analytics‐c?gclid=COPLvpnhv64CFWoaQgod4zrgLg.

Facebook has a tool called "Insights" to assist you with engagement metrics.

4. Involve and engage chapter members

One of the main differences between social media and simply using technology to communicate is dialogue and involvement.

Example: Central Indiana Chapter

The Central Indiana Chapter actively promoted their annual conference via Twitter. They created a special hashtag for the conference and began using it weeks in advance of the event. They asked conference speakers to submit short “teasers” and “questions” related to their conference sessions, and posted those to Twitter. In addition to using Twitter for advertising, they deliberately chose to involve and engage attendees:

They made it easy to use Twitter, even for non‐Twitter users, by advertising ways to post tweets via web or text messaging.

They promoted Twitter usage by holding a usage contest with an e‐reader as the prize.

They displayed Twitter fountains during conference breaks and in the main hallway to encourage use and to show non‐users the Twitter conversation.

The following page provides a sample Twitter Event/Session Prep Worksheet. Use this to prepare for a fully engaged Twitter backchannel for chapter events.


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Twitter Session Prep Worksheet

Date: Time:

Topic:

Registration Link:

Speaker’s website:

Speaker’s Blog:

Key facts/statistics/attention grabbers from session:

Tweet Moderator: Twitter Username:

Hashtag for session: Other Hashtags:

Slide # Tweet


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Chapter Best Practices

The list of chapters on Twitter is posted on the Chapter Leader Connection website under the Social Media tab at: www.astd.org/clc.

There are numerous social media best practices that have been created and implemented by various chapters. These and the latest best practices can be found on the Sharing Our Success website at www.astd.org/sos. Social Media best practices will be found under the Communication category.

Some of these have been summarized below.

Chapter Program Name Description

Central Indiana

Utilizing Social Media to Engage with Members

The chapter uses a number of free social media collaboration tools to engage with members and educate them on the value of social media in learning. The chapter uses HootSuite because it’s collaborative and allows a team of people to post news, updates, discussions, and event information on Twitter, Facebook, and LinkedIn

Central Indiana

VP of Technology The chapter didn’t have a point person or someone that was in charge of their website and social media presence. Various board members were constantly updating the website which caused much confusion. To deal with this, the chapter created a new board position titled “VP of Technology.” The position serves a marketing role to recruit new members and to encourage current members to be more involved.

Central New York

Social & Informal Learning SIG

They have a Special Interest Group (SIG) focused on Social and Informal Learning. This not only engages members in the social media, but educates members on the aspects of it in their workplace.

http://www.cnyastd.org/social___informal_learning

Fort Worth In an effort to provide additional value to members, the chapter implemented podcasts to promote future meetings, workshops, networking events, and recap past meeting content for members unable to attend. Not only does this deliver an additional benefit to members but it also makes non‐members aware of the chapter and programs


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Greater Atlanta

Yahoo SIG/GIG Leaders Group

The Greater Atlanta chapter created a Yahoo Leaders Group as a way to bring together all of the 30+ volunteers that make up the 10 Atlanta SIG/GIGs. The leadership team for each SIG/GIG can log into Yahoo and access the ASTD Atlanta SIG/GIG Leadership Group. Members of this group can post comments, ideas, pictures and past event presentations.

Houston Set up a special page on their website to list information about their LinkedIn Group, Facebook Fan page, and Twitter account.

http://astdhouston.org/social‐network/

Metro DC Implementing Social Networking Tools

Participation in social networking tools is growing rapidly, and in response to this trend, the chapter embarked on a program to implement a series of social networking tools. After reviewing the social networking landscape, four key tools were prioritized: Twitter (daily, weekly updates), LinkedIn (members‐only group), Facebook (public group), and podcasting (monthly podcast).

Mount Diablo

Set up a YouTube channel with an extremely professional and attractive video capturing the excitement of the annual learning and development Expo a couple of months ago. You can see the video at:

http://www.youtube.com/watch?v=rTZXRxXLfJA.

Has built up a very attractive website that clearly reflects the Chapter's warmth and its commitment to cutting‐edge learning by placing another attractive and well produced video on its splash page:

http://mtdiabloastd.org

Rocky Mountain Chapter

The chapter uses RSS feeds from LinkedIn to pull in chapter events and the ASTD 2012 Conference Blog. To learn more go to: http://www.linkedin.com/groups?gid=99819&trk=hb_side_g and http://youtu.be/ae_TDorpbwE


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Nebraska Use of Pinterest for Member Resource

The chapter has begun using Pinterest to bookmark resources for board and chapter members. Pinterest can be used as a repository of information, whether it is resources or ideas. You can have boards linking to books that can be used as professional development tools, speakers, venues that you might use for events, recognition of sponsors, etc. Videos can also be added.


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Section Four: Chapter Services on Social Media Chapter Services and the staff at ASTD National are engaged on Social Media. By

engaging in these Social Media networks, you can gain valuable resources, tips, and best practices for running your chapter.

Connect with ASTD National and Chapter Services on the following: LinkedIn:

Join: ASTD Chapter Leaders Group: http://www.linkedin.com/groups?gid=82167&trk=hb_side_g

If you have a question about any aspect of running your chapter, this is a great forum for posting your question, since it reaches many other chapter leaders that may have experience with the same challenge.

Other groups of interest:

ASTD National: ASTD National

ASTD CPLP: CPLP ‐ ASTD CI's Certified Professional in Learning & Performance ‐ Official Group

Facebook:

“Like” the ASTD Chapter Leaders Group: http://www.facebook.com/chapterleaders Twitter:

Follow @ASTDCHAPTERS & @ASTD

Attend the monthly ASTD Chapter Leaders Live Tweet Chat. Search for the hashtag: #ASTDChapters at the scheduled time. Join the virtual conversation by tweeting with this hashtag in your message. Each month a different topic is featured. The Chapter Leaders Tweet chat schedule is on the Social Media tab on the Chapter Leader Community (CLC) website: www.astd.org/clc

Chapter Leader Webcasts:

Chapter Services and the National Advisors for Chapters host 3 – 4 live webcasts each month. These are valuable, free resources for learning directly from national and past presidents about running your chapter effectively. View upcoming webcasts and register for them on the Webcasts tab on the Chapter Leader Community (CLC) website: www.astd.org/clc.


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Appendix A: Resources • Bingham, Tony, and Marcia L. Conner. The New Social Learning: a Guide to

Transforming Organizations through Social Media. Alexandria, VA: ASTD, 2010. • Bozarth, Jane. Social Media for Trainers: Techniques for Expanding and Extending

Learning. San Francisco: Pfeiffer, 2010. • Craig, Randall. Online PR and Social Media for Experts, Authors, Consultants, and

Speakers (4th edition). 2010. • Craig, Randall and Susan Sweeney. Social Media for Business. Toronto: Knowledge to

Action Press, 2010. • Develop your reputation, get found, and attract a following Hartley, Darin E. 10 Steps to

Successful Social Networking for Business. Alexandria, VA: ASTD, 2010. • Jue, Arthur L., Marr, Jackie Alcalde, Kassotakis, Mary Ellen. Social Media at Work: How

Networking Tools Propel Organizational Performance. San Francisco, CA: Jossey‐Bass, 2010.

• Project Ignite: NPower. Social Media White Paper: Four Steps to Success. Accessed at: o http://projectignite.npowercharlotteregion.org/images/socialmediaforum/white

paper.pdf o http://mashable.com/2008/11/07/social‐media‐marketing‐plan/ o http://mashable.com/2010/02/12/non‐profit‐communities/ o http://socialmediatoday.com/SMC/207874 o http://www.casefoundation.org/social‐media‐tutorials o http://www.wildapricot.com/blogs/newsblog/archive/2010/07/06/one‐page‐

social‐media‐strategy.aspx • Jeff Toister. How to engage customers with Social Media.

www.toistersolutions.com/socialmedia • Commoncraft website, http://www.commoncraft.com/socialmedia • Introduction to social media and tools like Twitter,

http://www.commoncraft.com/twitter • Snapse Connecting Media Library, http://www.synapse3di.com/gettin‐geeky‐video‐

archive/ • Social Media Today, http://socialmediatoday.com/ • Social Media ‐ conferences, resources,

http://usefulsocialmedia.com/newyork/?utm_source=Google%252BAdwords&utm_medium=Google%252BAdwords%252B&utm_campaign=Google%252BAdwords%252B&gclid=CO‐E_srgv64CFQaHtgodKUGBGg

• Social Media Analytics such as http://www.sas.com/reg/gen/corp/1108464‐social‐media‐analytics‐c?gclid=COPLvpnhv64CFWoaQgod4zrgLg. Facebook now has "Insights" and white paper attached.

• Social Media Today resource: http://socialmediatoday.com/ • Useful Social Media ‐ conferences, resources,


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http://usefulsocialmedia.com/newyork/?utm_source=Google%252BAdwords&utm_medium=Google%252BAdwords%252B&utm_campaign=Google%252BAdwords%252B&gclid=CO‐E_srgv64CFQaHtgodKUGBGg

• Techniques to engage chapter members and community such as polling, http://socialtvquiz.com/?utm_source=adwords&utm_medium=cpc&utm_campaign=group1‐publish‐instantly

• Twittering, not Frittering, http://www.edutopia.org/twitter‐professional‐development‐technology‐microblogging

There are a few go‐to professionals in the social media arena with some practical and strategic advice available in book form can be relevant for a while.

Mari Smith: http://www.marismith.com/

Chris Brogan: http://www.chrisbrogan.com/

Guy Kawasaki: http://www.guykawasaki.com/

Brian Solis: http://www.briansolis.com


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Appendix B: Sample Social Media Board Positions

Sample Chapter Leader Position Description #1:

Director of Social Media:

The Director of Social Media is responsible for promoting awareness of the chapter’s presence on Social Media networks and engaging with the membership using social media tools. This includes:

● Educating members on the use of social media in the learning environment

● Engaging with members, speakers, vendors and potential members via Twitter, Facebook, YouTube and LinkedIn

● Marketing upcoming events, speakers and news via Twitter, Facebook, YouTube and LinkedIn

● Creating and managing social media contests and give‐a‐ways to increase use of the tools, sharing, collaboration and presence

● Managing social media tools, streams, and sessions at our meetings and conference

Position Summary:

The director of social media will manage all social media communications with potential and existing members by increasing member participation in these outlets to create high levels of satisfaction among users.

Time Commitment:

Term: One year

Estimated Time Requirements per month:

• Attending board meetings: 2 hours plus travel time • Attending monthly chapter meetings: 3 hours plus travel time • Communicating with administrative office about routine issues: 2‐4 hours • Create and implement Social Media strategic plan: 2‐4 hours

Responsibilities:

Chapter Support

• Develops and implements a strategy to engage and motivate active online advocates• Stays up to date on new tools and how other organizations are using them, so that

the chapter uses these technologies effectively • Moderates message boards and keeps spam and unwanted solicitations in check • Serves as an advocate for the community internally. Provides management with

grassroots feedback and ideas • Envisions and shapes web tools and direction for the community


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Board Participation

• Serves as a subject‐matter expert advising the chapter board on the use of social media in support of its’ mission

• Supports and promotes CORE, and the strategic goals and action plans of the chapter

• Represents the chapter professionally and ethically in all business functions/organizational activities

• Attends and participates in all board and chapter meetings. Participates in other chapter events, committee meetings, and regional conferences as available

Qualifications:

● Commitment to the chapters’ Mission, Vision, Strategy, and Goals

● Skilled in written and verbal communication, personal interaction and problem‐solving

● Ability to plan, organize and execute activities as required by the position

● Ability to complete projects within established timeframes

● Ability to delegate tasks and monitor follow‐through

● Ability to fully participate in chapter programs and board meetings

● Has a willingness to advocate for the chapter

● Ability to seek others out as volunteers

● National member of ASTD and a member in good standing with the local chapter

● Has a high degree of familiarity with the internet, social networking tools, and online protocol

● Ability to solve community disputes and enforce rules

● Ability to teach, guide and encourage others about the best practices in social media, including patience with people new to Web 2.0 tools and culture

● In‐depth familiarity with online community best practices, and experience interacting in a variety of online contexts.

● Comfortable with blogging and utilizing social networking technology (advance coding skills not required)


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Sample Chapter Leader Position Description #2:

Position Description

The Vice President of Technology is an elected officer of the Chapter who is responsible to identify, implement and maintain website content and features and other technologies that will support board goals and improve member services.

Critical Success Factors

The primary functions of the Vice President of Technology:

● Fully functional website rated useful by membership.

Line of Communication

The Vice President of Technology supports the President and interacts within the Board as a member of the team, making decisions by consensus and working with the President on an as‐needed basis.

Responsibilities The following responsibilities apply to the position of the Vice President of Technology:

Operations

● Support board and chapter functions by providing web pages, publishing interface, surveys, discussions, webinars, online‐forms, e‐commerce and other features as appropriate.

● Maintain Home page and update as needed

● Provide help in accessing and navigating website

● Act as point of contact and liaison with website host

● Design annual budget for Technology function; audit income/expenses monthly to ensure chapter's sound financial status.

● Research, develop and facilitate the sourcing of new ideas and concepts for using technological innovation to deliver enhanced services to members.

● Attend all monthly board meetings and the annual leadership conference

● May be asked to write articles for newsletter

Supported by The positions that the Vice President of Technology is supported by:

● All Board Members

social media toolkit v2

Documents