Incorporating Social Media Into a Comprehensive Social Marketing Plan
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Incorporating Social Media Into a Comprehensive Social Marketing Plan


(Joanne Oshel)
I’m Joanne Oshel. I am with the Center
for Applied Research Solutions, and I want to welcome
everyone to today’s Now Is The Time
TA Center webinar entitled “Incorporating Social Media
into a Comprehensive Social Marketing Plan.” We’ve got three great presenters
with us today: Amanda Lipp, Lacy Kendrick Burk,
and Thomas Houston. (Lacy Burk)
Welcome to this webinar. We are really excited. Amanda and Thomas and I are
super excited about this content, and excited that you’re
here with us today. I know several of you are online
and on Facebook and social media
because I’m friends with you on Facebook, one, and several of the youth coordinators
I’m noticing across the different sites. We’re really excited
you’re here. We know that you probably have
some base level of social media, so we’re not going to go
into a lot of detail on specifically how to set up
a Facebook page. We’re going to talk more about
more comprehensive and strategic planning process
for social media. That’s where our focus is today. We do plan to do a series
of shorter webinars if you are interested in that
more technical aspect of social media. Just a really quick introduction,
my name’s Lacy Kendrick Burk. As I said, I know
several of you, but I am a Technical Assistance
Liaison with the Now Is The Time
TA Center. And I have a background
primarily in youth engagement and systems change management. But I have done a lot
of social media management just by happenstance. It just happened
to fall onto my plate, or supervising it through social
marketing at a local site, as well as providing social
marketing technical assistance through National
Technical Assistance Center. So, that’s sort of my background
with this topic. (Thomas Houston)
And my name is Thomas Houston III. I, too, am a consultant with
the Now Is The Time TA Center, and I am actually
celebrating 15 years in doing marketing strategy,
where I switched from corporate marketing
to social marketing about 3 years ago,
where most of the projects that I’m working on
now have large social media components to them. (Amanda Lipp)
Great. And my name’s Amanda Lipp. I am a Technical Assistance
Coordinator for the Now Is The Time
TA Center, and I specialize in multimedia
and cinematography, and doing various technical
outreach strategies with organization. Very excited to see how
what we talk about today, and thinking creatively
and outside the box of how we can reach more people. Let’s go over the agenda, folks. The three things we have here
today we’re going to go over is we’re going to review homework. Where is your population online? So, hopefully you had a chance,
if you were attending the first webinar, to sort of think about
where your population is. And then the second bullet here,
developing your social media plan. So, we’re going to dig into
the more detailed stuff, the calendar and the structure
and the management of your social media plan. And the third bullet here
is introducing how to create social media policy. So, how to manage
the different crisis plans, the different policy procedures,
protocol that you might have so you can use your
social media marketing plan effectively with your community. And the objective we hope
to get out of that agenda is– are three things here. The first bullet is
understand components of social media planning. The second bullet here,
understand how to create and use a social media
calendar and other tools to create content and engage
your audience online. And the third bullet here,
understand social media policy and steps to developing one. And so on the third webinar,
we’re going to dig in more into the social media policy,
and fleshing that out further. But we’ll be introducing it
here at the end of the webinar. So, those are our
learning objectives for today. Let’s start off with
an ice breaker. Question number one to get
our brains warmed up here about social media. So, the question here, folks,
which social media platform does your main population
in your communities focus– use the most? So, that might be Facebook,
it might be Twitter, Tumblr, Whisper, YouTube. But of the various
social media platforms that you’re aware of out there
that you may be using, where is your population the most? Okay, we see a lot of Facebook,
Twitter, sometimes Instagram, sometimes Twitter. So, we have folks who are
using a variety. Snapchat, that’s becoming
more popular. A lot of Facebook. It looks like Twitter’s
a close second, and then we have
a couple folks using Snapchat, Instagram looks like
it’s pretty popular as well. No folks using YouTube, huh?
Well, that’s great feedback. And we’re going to be going
into a little bit about those various platforms,
and using those platforms how you can develop
a calendar and a strategy for putting your
messages out there. We’re going to do a really
quick recap on social marketing. From the first webinar,
if you were here, we dug into audience,
messaging, goals, and different channels
that you might disseminate your information or your content. We’re just going to do
a really quick recap of that before we dive into the scheduling
and the social media policy. The social marketing umbrella. Now, this is what we went
over in the first webinar. And really social marketing
is a broad term, right? It’s a marketing approach
to influencing behaviors that benefits individuals
and communities for the greater social good. And given this approach,
this social marketing approach, there are various channels
that you see under this umbrella here. The various channels
of communication that will promote greater reach to your audience,
depending on where they’re at. So, this can range from
billboard advertisements to posting fliers
at your local coffee shop to having a robust social media plan
where you’re posting content every day, or sharing information
or a resource or toolkit that you’ve made
in your organization. So, it’s really fun to start
thinking outside the box as far as where
your community is and how you’re trying
to reach them. And it might be
one of these things, or it might be all of them
in social media, what we’re focusing
on here today. This is a type
of social marketing. It’s one mechanism of many. The social media as defined here
is a computer-mediated tool that allows people or companies
to create, share, or exchange information,
ideas, pictures, videos in a virtual community
and network. So, think of a community
in the traditional sense of folks in one area,
but they’re online. So, people can access
social media remotely, and share a common platform across
multiple demographics possibly, or geographic locations. So, you see there a little car,
and the little image right there with Facebook,
Twitter, and YouTube. And that’s symbolism there,
but that’s denoting that social media is really– it’s a vehicle to drive
your social marketing goals. It’s one mechanism that you can
use to reach your audience and share the information
that you need to with your community. And there might be multiple
social media platforms, but it’s again one type
of social marketing. (Thomas)
I really want to take some time for us to talk about
social media safety. Though some of these things are
things we think about every day, but really want to just
keep in mind. For example, once something
is posted online, it’s posted forever. We can’t take it back. Kind of like that Outlook email
that for some reason never seems to be able to be
deleted after we send it. Also, keeping our
personal information personal. You don’t want to send out
personal Social Security numbers, phone numbers,
addresses, et cetera. Managing your online
reputation with care. The word “branding” has been
used a lot over the past couple of years for your online
self, for your organization, and representation of your brand. So, we want to make sure that
we’re really taking care of that and how we represent
our organizations. The last thing is
knowing what to do if someone’s really harassing
or threatening you. That is, how do we report that? And these are just
some basic tips. We’ll really get into
some more details around social media policies
in our next webinar on April the 27th. Here we go. Let’s talk about
social media and trauma. As social media has really taken
off over the past 10 years, we’ve seen a lot more aggression
with how people talk to others online because you remove
that personal interaction. And so a couple of things
we want to think about is what are triggering
not only us as organization as we submit information
via social media, but what is triggering the people
who are in our organization that are used
as well as people who are reading
what is being seen? So, a couple of things we want
to make sure that take note of are racist, sexist
or homophobic comments, information that’s offensive,
hateful, or aggressive, threats of violence
or bullying. Now that we’ve kind of
already talked about things to watch out for,
let’s talk about how we want to share
different strategies around that. Let’s go social media
safety strategies. Let’s really kind of continue
that conversation about education and youth. We want to make sure that we’re
not only educating ourselves, but educating the youth that
we deal with about safety and posting online. And there’s actually a process
called strategic sharing, which is really a method
of effectively telling your personal experience
in a safe manner or in order to achieve that goal. And I actually want to let Lacy
talk a little bit more about that because she has about
15 years of experience. (Lacy)
Thanks, Thomas. Definitely do want to talk
about strategic sharing. And I know some communities– I was actually on a call
with a community today who is doing some YouTube videos
or some marketing videos talking about the experience
of young people with their program, and that’s amazing and awesome and that’s one of the things
that we definitely want to see. But we just do want to make
sure that we’re educating and supporting our young people
around strategic sharing. And so any young person that
does any type of advocacy work or sharing a personal story,
it’s really important to have strategic sharing as a primary
component of their training. But as well, having support
during that process. If you’ll look on this slide,
these are some great strategic sharing of resources to help prevent
some of the negative effects that could happen from sharing your story,
especially around mental health. And helping young people to walk
through those considerations, and think about which parts
of my story should I share, do I want to share,
how do I do it safely, and how do I do it strategically
so that it’s effective for the cause that I’m
wanting to share for. And so if you look here, there’s
the original strategic sharing document is– was primarily designed for
young people aging out of foster care through the Casey Family Programs
in the Foster Care Alumni of America organization. If you google strategic sharing,
it will come up as well. The second little picture here,
you’ll see a strategic sharing workbook, and this is the training workbook
that I actually use to train young people
in strategic sharing. I know from personal experience,
and those of us who have advocated for youth on behalf
of our lived experience know this well,
and have probably learned some lessons the hard way around
which information we shared. And maybe we’ve been happy. So, for example, I’ve been
really happy with sharing my personal information in order
to create positive change for young people. And in that process,
I’ve still encountered some re-traumatization
from what I’ve shared. So, I can share for ten speeches
on, for example, my biological parents
and that relationship. But then something can happen
in my life that will maybe trigger something or have
a re-traumatizing effect. And that has happened on stage. That has happened before,
during, and after. So, this last resource here in
the Pathways RTC link is around the trauma informed method
of engagement that was developed as a result of these experiences
that our generation of youth advocates have experienced,
and how to really support young people in that before,
during, and after process to help minimize the negative effects
that re-traumatization can have. If we talk about the benefits
of sharing and the risks of sharing, we also do want to make sure
to share these with our young people, and help them think through
why am I sharing my story. So, some of the benefits of sharing
can be to educate policy makers, service providers,
key adults, other advocates, creating change
and compelling action. We all know when we’ve seen
those late night commercials with those, like,
poor dogs that are, you know, needing to be adopted,
or those– or like the little kids
in the foreign countries who are needing support. So, we know that
that can be compelling. We know that our voice
as young people and needing support can
also be really a compelling story. We just want to make sure
that it compels people in the right direction. And personal growth
and development and self-advocacy. So, sometimes I might need to share
some information about myself in order to get services
that I need as a young person. And it does lead to some
personal growth and development and can be very cathartic
for some young people who are able to process their sharing. And as I mentioned, some
of the risks of sharing include negative impact
on mental health, again with the re-traumatization
of sharer’s remorse. So, maybe I was asked a question
I wasn’t really comfortable answering, but I answered it anyway
because I felt like I needed to answer it. And then I regretted it later,
or I shared way too much, and I really wish I wouldn’t have. And once you share sometimes,
depending on the media, it could be out there forever. It also has an effect
on the other people that are part of our story. And so helping young people
think about that risk as well. And then overexposures. That could open up young people
for exploitation, which is something that we
definitely want to watch out for. And then unintended consequences. So, again, the personal relationship. If you share information
about your story and you mention your parents,
that’s their information as well. So, making sure to walk
through that with young people. Future job opportunities. In our field, we value
lived experience, in other fields it actually can
prevent you from getting a job or getting–for example,
passing the bar in law school. So, there are
some considerations. What is your future career like? Helping a lot of people
walk through that and think through that. And then as I said, exploitation. This has actually happened
to some young people that we know that have
been exploited when adults who have
very bad intentions have heard the vulnerabilities
that some of the young people have and have reached out to them
under the guise of helping them and actually ended up
being a really negative situation. And just really being mindful
of those types of risks, and help to mitigate any
of those risks that can happen. (Thomas)
Okay, what we want to do today is give you something
to walk away with to help you be more successful
and engaging with how you execute
your plan moving forward. And so we’ve developed a ten steps
to your social media plan. Those ten steps are, number one:
identify your platforms. Number two is choose
your type of content. Number three: establish
a social media manager. Number four: gather
and develop content. Number five: build a following. Number six: use planning tools,
which you definitely will need. Seven: follow others. We should have put like
five exclamation points behind that. Number eight: ongoing monitoring
and engagement. Number nine: set up process
with colleagues. And number ten: link
to social media policy, which again we’ll explore
in more detail on the 27th. (Amanda)
All right, so identifying platforms. As Thomas said, number one
of that ten-step plan is really, what are those platforms? Where is your audience,
and which platforms are conducive for reaching that audience? It might be one,
it might be three, it might be five. It of course depends on the capacity
of your organization and really where
your community is. Maybe they’re mostly
on Facebook, or maybe they’re mostly on Twitter. So, when thinking about
which platform they are on, you’ll see here there’s a chart. And this is really to kind of
help guide you as far as there are these various platforms:
Facebook, Twitter, LinkedIn, Pinterest, YouTube,
Snapchat, Instagram. And of those various platforms,
there’s a culture, there’s a lingo. There’s sort of a way of sharing
and a way of talking on these various platforms that is
conducive to that platform. So, for example,
with Twitter, there’s only a 140-character limit
on Twitter. You can only share
a pretty small bit of information. It’s really only
a couple sentences. So, it really actually forces
folks to think strategically about what are you going to say,
and what are you putting out there to the community? And the culture of folks
that are skimming through their Twitter feed,
all these different posts that people have shared is
it’s pretty quick information. It’s to the point,
it’s short and sweet, but it’s very concise
and to the point. And then you have things
like Pinterest, for example, which are more
about product sharing, and pinning things
to your boards that you can invite other people
to follow, or you can re-pin things. So, you’ll often discover
that in talking to young folks or to older folks, that folks
will start to catch on to this various lingo. Connecting on LinkedIn,
joining a group, or snapping a picture
to your friends on Snapchat. So, this lingo is important in
learning about your audience and where they are,
but also the verbiage that they are using in talking
about what they’re sharing, and how they’re discussing
their ideas on these platforms. They really are
micro-communities and micro-cultures of this broader
social marketing goal, these messages that you have. So, it’s important to consider
the culture and the lingo of any which platforms
you are embarking on. And a way of finding this, as we
discussed more in the first webinar, is setting up a focus group. Or setting up a post that has
a big question on it. And you post it
in the community. Where are you? Which culture are you– And put little checkmarks
on each one, and kind of see which
has the most checkmarks. But thinking outside the box
as far as finding out where your community is,
where your audience is, and how to craft your messages
so it fits into this culture and lingo so it matches
these micro-communities. The thing to keep in mind
when you’re honing your messages. Let’s talk about
some functions here. The handle is a function. And that handle is a way
of calling out individuals or calling out organizations. And the cool thing about the handle
is that it actually works across social media platforms. So, it’s a way of–for example,
in that little image right there, you’ll say, “Hey, Allison, I think you
would like this #UCDavis event.” So, by using that @ symbol
and typing the name, it will actually show up in
our newsfeed as well. So, it’s a really strategic way
of sharing information so it pops up on
other people’s platforms or an organization. It’s a way of calling out folks
and bringing it to their attention. And this is a great way
to get followers and to find out where other folks are. And now the hashtag. A very common sort of culture
and lingo that folks are using, but is also a really strategic
mechanism that is used to identify particular topics
or a way to generate a campaign. #mental health,
or #awareness day. You’ll often see that this hashtag
is associated with very common terms that people are using,
or a campaign, or an event that they’re
trying to draw attention to. In Twitter, if I were to search
for #mentalhealth, then I will be able to see
all of the folks on Twitter who have been hashtagging
mental health. So, you can start to see,
“Oh, interesting. “That organization
or that group of people “or that individual is using
#mental health. So, maybe I’m going to follow them
so that they follow me.” And then all of a sudden,
you develop this piggybacking following to develop
this larger community. So, hashtags and @ symbols
are really strategic ways to gather a following
or to follow others and find out where those people are according to those terms
that you are using. And then finding and marketing. So, here on the left side,
we have a few icons there. And a way of building
a following might be that you first import contacts where
you build off of existing followings. And this will also intersect
with your social media policy because there might be
particular stipulations as far as what types of contacts,
or list servs, or emails that you could import
into these platforms to begin this following so you
can reach your audience that you already have perhaps, the membership
that you may already have. So, it’s important to think about
how you can begin. And then as we dig into
the social media policy, the different protocols or barriers
that you might have in your organization’s policies
about importing certain contacts or certain people that
might be under age. Now, on the right side there,
you’ll see a couple images that are about metrics. In Facebook, there’s this
function where you can see exactly who’s following you. What are the demographics
of those who are following the organization
or the community or the group? And so you can start to kind
of see, oh, interesting, we’re gathering a following
that are mostly a particular race or ethnicity
or this particular age. And so you can kind of start
to hone your messages in respect to the people
who are in your platforms. So, those metrics are
really great tools to keep engaged with your audience
and know who they are so you can craft messages accordingly
and meet them where they are. So, why create a Facebook page? Your organization might have
a big Facebook page. But then you might have
advisory groups or committee groups or various sub-projects
that you’re working on. So, creating a Facebook page
is a way of having a larger platform but then creating
different types of groups. You’ll see here in that circle
you have create a group, new group,
or create a group. And so you can create
a sub-group of your Facebook page where
you can have sub-components of what you’re doing. And these can be anonymous,
these can be public. It really depends on the purposes
of those sub-groups. But the great thing
about Facebook is that you can have this
larger Facebook page and create that
and then choose to have these micro-groups,
these sub-groups to sort of house the different layers of your
organization or community. And going back to this,
you might create a Facebook page that is through the lens
of the cause or community, you’ll see the little circle right there. Facebook actually had a function
that gives you specific tools, and sets you up with
a Facebook page that is relevant to the genre of Facebook
page that you create. So, you might choose
cause or community, or you might choose
the upper left one in that box that says local business
or place. So, again, depending on how
you define your community and your organization,
Facebook actually provides you with tools preset that will help you
go through that process and provide various different metrics
that meet the different tools that a business versus cause
or community page might have. And again, we’ll be diving into
this in another webinar series as far as how to set this up, but just
to give you some perspective that there are various types
of pages that you can create. And then again, those sub-groups
or pages for various groups or projects that you might have to keep
that focused on that topic. And using third-party platforms. So, Hootsuite is a really
popular social media dashboard, and we’re going to kick it over
to Thomas so he can talk more about what that is
in a little bit as well. Using those Twitter lists
and different groups, there’s this great function called Twibes. And Twibes is a great way
to see those existing groups of existing sort of discussion
forums that people are talking about. So, you can build off
of those conversations and add to the conversation,
which is a really fun way to see what’s already out there
and build off of existing movements. Hootsuite, again,
has a great dashboard that helps you set up a calendar and even more detail
as far as your audience and what those demographics
are so you can meet them. Or maybe you see
that there’s a gap. Like, “Oh, you know,
we’re really actually– “we have a great following
with this particular group, “but we’d actually like
to meet this group more. “We don’t see them following us, “and we don’t see
a lot of that audience here. So, how can we meet
that audience?” Maybe it’s opening up an account
on a different social media platform, or maybe it’s just reconsidering
or rethinking the messaging that you have
and marketing that messaging more to that group that you feel are
missing in that particular platform. So, the metrics is really
an important way of understanding your audience
and how you can meet others and consider alternative strategy
or creative messaging to reach them further. And that Twibes, again, is a great way
to see the existing groups, followings, and forums
that people are already talking about. Other platforms to consider,
the Whisper is actually a less popular platform
across the board, but a lot of communities actually
are really, really interested and focused on it,
which is very cool. It’s a 100% anonymous site that folks
use to share inspirational quotes, or want to send anonymous
private messages to each other. And it’s a really interesting way
to have these conversations but without having
to expose your identity. So that might be something that
you consider in terms of your audience if there’s more of a desire
for folks to share but to share without putting
their name behind if. And then we have Tumblr here,
which is another popular platform. I actually saw someone in
the chat box mention that. And that’s a micro-blogging
and social marketing– social media site as well
to share a variety of different content like music
or videos or quotes. So, it’s a pretty dynamic site
in terms of what you can share. And then we have
also these great apps. So, these national apps. We have SAMHSA that made
an awesome Suicide Safe mobile app of healthcare providers. We have Youth M.O.V.E. National so you
can identify local chapters and see– existing resources out there
and connect with other people. And the Prevent Bullying app
as well, made by SAMHSA. So, some great resources
are already out there that you can build off of
and add to your messaging when you post content
on your social media platform. So, you don’t have to
totally reinvent the wheel. (Thomas)
Now, it’s time for a quiz. Just joking, but we would really
like to kind of get an idea about what type of online
content specifically grabbed your attention. So, when you’re online, what are
the things that really attract you? Is it informational pieces,
inspirational, humor? And let us know your thoughts. All right, so I see
inspirational, informative. Yep, humor. So, I see a lot of all three,
which is a good thing. And so one of the things we really
want to be able to keep in mind as we start talking about
choosing a type of content is the people that we’re
talking to are just like us. So, the same way that we are
really choosy with how– what type of content
is attractive to us, they’re using the same
thought process. This is a chart that’s very similar,
or actually a little bit more in depth, the same as that social media
culture slide that Amy shared with you. And so I wanted to kind of just
take this to heart when you think about the platform
you’re using, the type of content, and the audience member. And so if we’re thinking about–
for example, we know that a lot of kids
are on Snapchat, and they’re using
photos and videos. Who is our target? Is our target teen
to young adults? Well, that’s somebody that we
should really be using Snapchat. If we know we’re talking
to parents about how to talk to their kids
about mental health issues, then we potentially may know
that parents are really on Facebook, and they’re really looking
for more graphics, invitation events. So, starting with thinking
about who we’re talking to. So, who is our audience? And then figuring out what types
of content that they want– that they actually pay attention to. And then what’s the platform
that we want to use to be able to deliver that content? And so those are really
the three key things that you want to think about. And then that last piece of the table
talks about efficacy metrics. So, how do you know
that what you did works? And so you can have this chart,
ask other questions later. But this is just really
a way for you to realize did what you put out there
in the atmosphere work. So, just using Twitter
as an example, we have the people who are
on Twitter are young adults, affinity organizations,
and community influences. And so if we have an announcement
that we want to send to that group, we potentially
would use Twitter. Now, to know if
that actually worked, we would see how many people
actually favorited. And we’ll get into
that a little bit. Well, actually parts follow
a little bit of that on our last session, but how many people
actually starred that? Or how many of the time did
we see somebody sent that same event out to other people? So, if we saw that 30 people sent it out
or 300 people sent it out, that’s a successful–at least
with our Twitter content. Now, let’s talk about establishing
a social media manager. And that becomes extremely important,
because if you think about it, I would say most of us are typically
a person who’s responsible for being that social media manager. So, it’s really important
to establish a leader. And that whole idea about
establishing a leader is who’s going to be the point person
for all your social media? So, for example, in the work
that I do, whether– and there’s maybe like
ten different departments who are in the same agency
or on the same project. But typically, they’ll have questions
around what type of content, what should I use? And oftentimes what I’ll ask them
to do is I’ll empower them to develop something on
the images they want to use. What are the links that
they want to add to that? Send it to me, and I end up
being the main point person to send that information out. So, it’s coming out
from one account, but it still has the voice
of each individual department. So, that becomes very important. So, if you go back to the rules
that we talked about having one voice that comes
out of your organization, but it’s also being able
to monitor the content. So, who’s going to be the leader
that does all of that monitoring? And then the one last key piece
about establishing a leader is you want to put
processes in place because you don’t want to be
the bog or the person that stops the ball from moving
when people want to get content out. Now, let’s talk a little about
gathering and developing content. (Lacy)
When we talk about this, we want to think
about a few things. We want to think about the types
of content that we’re putting out, the relevance of the content
to our audience that we’re hoping to engage with, and then also when are you
posting this content. And the type of content–
and many of you mentioned what you like to see online:
fun, inspiring, inspirational, sometimes motivational. But as a social media manager,
we want to think about that, and we want to consider that. And we also know that we have
to be able to provide information about our services or our
program so that–you know, the whole point is that young people
will become engaged with the help that they need, right? When we think about that in
typical marketing standards, we want to think
about an 80/20 rule. And we don’t want to post–
if you’re a business or selling a service or a product, you don’t want to have
every single post be, “We’re selling this,
we’re selling this. Buy this, we’re selling this.” You want it to be a really
nice mix of engaging content. And so what people typically
like to see is exactly what you all posted: fun,
inspiring, informational. But you want your content
to be engaging. You want people to interact
with your content. And the more likes you get,
that’s great. The more comments you get,
even better. And the best type
of an engagement that you can get are shares
or retweets. And so that’s going
to really up your game on your social media platform, because that helps
get your information out to more people
who might need it. One great example in our
field is Active Minds. They have an excellent
and a very engaging Facebook page and Twitter handle,
and they send out a lot of relevant information,
a lot of inspirational content from their membership base. And they also send out
really relevant resources for their population of focus. And so they will constantly– even on some
of their local chapters, Tumblrs, they will post
and then schedule out post, for example, the suicide
lifeline information. And so we know that suicide
is a major topic for– especially for our young people. We want to be able
to make sure– and we know that they
post online about this stuff. We know that if we go back
and look at their Facebook pages, they’re talking about it,
they’re posting about it. So, we want to be able
to make sure to provide those informational resources
and that motivation at the places that they’re
posting about it, right? So, we want to meet
that need where they are. And just a few tips for content. Stand for something. So, really be clear about
what your values are, and what you’re hoping to share
out there with the world about your organization
or your initiative. Tag others for their
contribution to the post. So, this is kind of giving credit
to people for their information. But this is a world where
we want to collaborate, we want to share credibility,
we want to share resources, and we want to–and the more
that we can engage with other people and partner
with other people, the more our information
is going to reach people. So, that’s definitely something
to consider with your content. Relate posts to campaign objectives. You may have a specific campaign
that you’re wanting to do with your– through your social marketing. Or you may be joining
a national campaign. For example, Children’s
Mental Health Awareness Day is right around the corner,
first week of May, and there’s a lot of national push
and content provided for organizations to be able to do that. And the Change Matrix,
I manage the Facebook page, and that’s something that we do
is around national awareness days, LGBT pride day,
abuse prevention month. So, we will join on with some
of the national partners, and make sure to post
and share their content as well. Drive emotions with visuals. We know that 94% of posts that
are interacted with on Facebook have some type of picture
involved with it. So, if you’re just posting a link
or just posting some text, it’s a lot less likely
that that’s going to get interacted with
or shared with. If you want your information
out there, use visuals. Experiment with tone. Figure out what kind of tone
and what kind of speech that your audience
wants to interact with. If it’s very professional
and you’re wanting to work with young people, they may not want to interact
with that as much. Where if you say, “Yo,
check out the awesome pictures from our latest
youth leadership retreat,” they might be more willing
to interact with that, whereas adults might
interact less with that. And so again, it goes back
to being really specific for your audience, and understanding
what your target or your population of focus is. Add your thoughts
to all reposts. So, if you’re sharing
somebody else’s content, you definitely want
to be able to add your information or your take on
when you’re posting. And same with–retweets
are a little bit different. Just have a nice mix of being
able to retweet and be able to add your own comments
and thoughts to that. Because, again, it’s really
about how you’re talking with your audience in these spaces. And then one last thought on
content is about when you post. So, think about
when people are online, when you’re online. Some people think that everybody’s
online all throughout the day. What we see as far as metrics
is not necessarily the case, especially for working adults. We see a lot of interactivity on–
in the morning before 8 a.m. in their time zone,
a little bit prior to lunch, and then we see
a lot of activity after 5. So, for young people,
if you think about your audience, they may be in high school
if you’re working with under 18 more than maybe in college. And so think about
when they’re online, and then you want to schedule
your posts out to be when they’re actually online
so that they will get that information. Because the half-life
of Facebook posts is a couple hours. But on Twitter, it’s only
about 30 to 45 minutes. And so you need to be able
to get your content out there when people are actually
on their newsfeeds to be able to interact with it. And building a following. Your information is only
going to be as useful as the people who are receiving it. So, if you have a following of
30 people on your Facebook page, and you’re sending out
excellent information, only about 30 people
plus who they share it with are going to receive it. And so building a following
is really important. You want to make sure
to have your audience that you want to interact with
following your social media. Again, it’s an extension of building
relationships within your community, but it is important to make sure
to have the right people following you. Building your online rep,
just a few tips. Ask your top ten community
partners to follow you. This is an excellent tip from Thomas,
it’s about collaboration. In your Healthy Transitions initiatives,
you are wanting to collaborate with your community partners. Obviously, extending
that online is important. Use the follow
and forward technique. So, follow them and also
forward their information, and they will likely return
that favor to you all. Join Twitter conversations. So, there’s a lot
of Twitter conversations that happen that are national. If you look up–you know,
I know the White House does several of them on recovery, and I’ve been involved
in some of those. And so that’s a great way to interact
with other people out there who have this similar interest
or focus on what you’re doing. And so that’s a way
to build your following. It’s very engaging,
and you can learn stuff, but it’s also a way to get
your rep out there or your brand out there. Use hashtags and tag people
whenever possible. Again, this increases
the number of people that will see your content. And if they like it,
they’ll follow it. And don’t be afraid to
comment on hot topics. Again, this is dependent
on your site and your initiative. Some policies will be in place
maybe from your department that will prevent that you
commenting on specific things. But this is also something,
for example, if you look up trending topics
on Facebook and there’s something that’s
relevant to your community that you feel is
within your reach and your strategy to post about,
definitely get in on that conversation. Because again, it’s going
to get more people involved and get your content seen. (Thomas)
So, Lacy just talked about two really good things,
which is content and when to post the content. And then using that content to
actually build your online rep. And now I want to talk about
using planning tools to help you do both. So, for most of us, social media
actually ends up being part of another part of our day
or another part of our job. So, using planning tools will
actually help us maximize both our time and our messages. One of the things
we want to talk about is the social media calendar. And what I’ll just quickly do
is just remind you of some of the things that we talked about
last time by giving you a couple of examples. Now, you can make your social
media calendar as extensive or as minimal as you like,
but the key piece is not only for you, but for others in your organization
to have some type of schedule for what type of content
you want to release, when, and then what method. And so you can kind of make–
you could either use these examples, and we can get you templates,
or make up your own, whatever works best
for your organization. The next thing I want to talk
to you about is planning tools. And here we have listed Buffer,
Hootsuite, Pocket, and using Facebook. I’m going to go spend
a little bit of time briefly going over
Facebook and Hootsuite. And really the idea is for you
to be able to not really have to be there
and post content all day, but to figure out what are
the best times of day, just like Lacy mentioned, when
are your key target audience is online. And you can schedule,
for example, ten posts at the beginning of the day so you don’t have
to physically do that. And I would recommend that you do
at least half of your posts that way so you’re not forgetting
to post something. So, I’ll quickly
go over Facebook, and this is really just screenshots
of how you would do it, types of information
that you would show. So, in the top right-hand corner, you’ll see the “say something
about this photo.” So, you would have
posted a photo, you would have written
the information about it, but then at the–towards the middle
of the right-hand side, where you see the word “publish,”
we’re actually not publishing it because that would be putting
the content up right now. You want to actually
schedule that content. And so when you schedule it, you can actually now say
what date, what time. And then that allows–and you
can do that for multiple posts. So, Facebook will
automatically do that for you. And I’ll just quickly go through
the next couple of them so you can kind of see. Now, this would have been done
at the beginning of the day, but I have six posts scheduled at
different times throughout the day. And you’ll see here where you just
have a list of your scheduled posts. And I won’t go over Hootsuite, but the Facebook scheduler
is just for Facebook. Hootsuite is if you have
multiple social media platforms. So, if you have Facebook,
Twitter, Instagram, and you can basically schedule– do the same thing
you did for Facebook, but do it for multiple mediums, and not have to worry
about doing it all day. Now, my recommendation
is not to do 100% scheduling because if a hot topic comes up or you want– somebody responds to one
of your tweets, you want to be– also, you’re doing content real time. So, I would do at least a 50/50 mix
of content scheduling versus real time. And quickly, I’ll just show
some slides of Buffer. And then feel free–again,
we can always have– we will go in depth
in another session to go in depth about
these different tools. Let’s jump into
following others. (Amanda)
Okay, so following others. As Thomas just mentioned that,
you know, following those top ten organizations is a great way
to start garnering your own followings. Oftentimes folks who have
followed those large organizations, they also see who other–
who the other folks are following those
organizations as well. So, it starts to build
a collaborative network of folks. You follow the large networks, and then the people within
those networks start to follow you. So, it really is
a collaborative partnership in terms of following others
and them following you and also being patient,
because these things do take time. And to consistently post
and not be afraid of posting. And not getting a follower
on one day versus the next, these things do ebb and flow, and developing a following
does take time. So, ongoing monitoring
and engagement, step eight. As Thomas discussed in
the social media calendar and setting up a scheduling system, it’s important to maintain this ongoing
monitoring and engagement. What is your audience saying? What are you putting out there? How are you adapting your
content and your messaging to reach your audience? And how are you continuing
to build a following? And this is important to do
on an ongoing basis. Using those tools will help
you stay organized, as well as understand
your audience and where your audience
is trending with. And so there’s different
social media presences that you can have. Social Mention is another
third party site that I highly recommend looking into. Other functions on Twitter
like Twazzup, and pretty sure we
mentioned Twibes, where you can see
other communities of thought and conversations going on. So, again, you don’t have
to reinvent the wheel, but you can use these
third party resources to help you build what
you’re already creating towards your grantees’ goals. And rules of engagement. So, this is another great side,
rules of etiquette, social media etiquette. As Lacy mentioned, the 80/20
rule in terms of posting 80%, but then commenting
and dealing– and being present
and commenting back and initiating conversations
on 20% of it. And then as Thomas mentioned,
50% scheduling and 50% live real-time engagement so folks feel like they’re talking
to people and not robots. So, using these tools is a great
way to learn the culture and how you can adapt your messages
to these etiquette rules and your audience as well. (Thomas)
Now, we’re coming towards the end, but probably one of the key pieces
of the work that we do when it comes to social media,
which is sending out processes. There’s a couple of key things
you want to think about. Basically, how does social media
work in your organization. So, a couple questions
you think about are, will the post that other people post,
are they seen immediately, or are you the person that has
to approve those posts? How often are you checking
your social media? What is the mandatory time frame
to respond to inquiries? What can and can’t you not post? If you think about the kind
of content that we’re talking about, we talk about at Now Is The Time,
what if somebody posts something and somebody replies
they’re not feeling well, they don’t want to be here
any longer? What if somebody
talks about bullying? You want to have set up
processes that talks about do these things become live
as soon as they post them? And whether they do or not,
what’s the process before somebody gets back to them? Who will get back to them? And these are all
the types of question that actually lead you
to start beginning to develop your social media policy. So, to that, let’s talk
about what it means to develop a social media policy. And we’re actually just going
to touch very briefly on that, because we want to spend a lot
longer time talking about that because that’s going
to be the– basically the beginning
of what you do with social media in your organization. And we’re going to spend more
time talking about that on the 27th. But we are curious how many– and we’re going to go back
to the chat box. How many of you
actually do currently have some type of social media policy? As you guys are answering,
I would be honestly surprised if more than 50% say yes. A couple of key things
about social media policy. So, talking about guidelines,
there’s policy conversations, disclaimers, the whole idea
about the social media plan or is it the social media strategy? We’re talking about educating
youth about posting online. So, what does that mean? Going back to that slide where
we were talking about bullying, and what’s the proper way
to post online? And then what Lacy spent some great
talking about strategic sharing, training, and resources. So, these are some of the things
that we actually would like to make sure are built into
your social media policy. And then one of the examples
that we have is from Youth M.O.V.E. National. Lacy, want to touch
a little bit on that? (Lacy)
As you see here, Youth M.O.V.E. National has
agreed to use their policy, their social media policy. We actually spent a lot of time,
and it took a really long time to go through all the considerations
to develop that. And so that’s why we are doing
a completely separate webinar on developing
your social media policy, as well as providing technical assistance around that if that’s something
you so desire. And so next webinar,
we will go over the considerations,
crisis plan. That’s something
really important. So, what if a young person
does post that they’re wanting to end their life
or something? How do we manage that? And then a few resources. And so we will do that
on the next webinar. So, we just put those slides
in there for reference. If you want to get
a head start, go for it, but we’ll be walking through
a lot more information on that, as Thomas said. So, we will be sending out
a worksheet that will help guide you
through this process that we just covered for those
of you who are on the webinar or want to share that information
with your colleagues. Feel free to reach out to us, and we will be sending that
out to help you walk you through your social media
planning process if you so choose. And again, we are here for any
type of information that you might need, or any assistance,
or if you just want to have somebody review your plan
just to give you some feedback. So, we wanted to jump into
questions, comments, insights. And just to note that we will be doing
sort of a showcase next week– or next webinar as well. So, if you have a plan,
or if you’re going to develop one between now and then, we would love for you
to come with that in hand, and be able to kind of share
across communities what your lessons learned are, any cool tips or tricks,
or insider knowledge that we might not have shared
on this webinar. So, we will be offering
that opportunity next time. But I wanted to open up
to the floor to be able to ask any question
or offer comments or just share
something really cool that you’re doing
with your community. All right, nobody’s
hopping in just yet. I will say that there–
one example of a great online tool that I’ve seen is
an award-winning website from CT Strong,
which is in Connecticut. It’s the HT initiative from there. I have looked at that,
and they have a lot of really inspirational stories
from young people online. And it’s built by young people
for young people. It’s really awesome. And then I have seen a couple
of our initiatives on Facebook that I’m following. Kentucky has a lot
of really great content out there. And so those are just
a couple of mentions of some really cool stuff happening
in the social media world. Any other questions,
thoughts, feedback? Okay, well, we hope that this
was useful for everyone. And again,
we’ll be sending out the planning template
for you to use. We got a comment
this is very helpful. Thank you, Karen Jenkins. We appreciate that feedback. And again, if you do need
any additional assistance or any questions
or anything came up, you can contact any
of our TTA specialists at the Now Is The Time TA Center, or contact any of the presenters
directly if you would like. And we look forward to hearing
from you all on the next webinar about your plans
and your policies. All right, thank you so much.

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