This presentation was designed for the UC Student Association but will be great for anyone new to social media or anyone trying to gain more strategic and practical advice for Facebook, Twitter, and other social platforms.

1. Unlocking Opportunity
through Social Media
for Student Organizers & Social Media Newbies
Jenna Spagnolo
Social Media Marketing Coordinator,
Social Media for Nonprofits
@Climate_Changed, @SM4Nonprofits
Student Lobby Conference 2015
#SLC2015

2. Social media is powerful
for guerilla marketing because of its scope
Every minute there are:
100 hours of video uploaded to
Youtube,
3600 photos uploaded to Instagram,
>600,000 posts added to Facebook
(Image via Third Degree Advertising)
@Climate_Changed
#SLC2015

3. To reach goals, build
engagement first
@Climate_Changed
#SLC2015

4. Overall Social Media Philosophy
to build engagement, reach
1. Be authentic
2. Stay consistent- on message and on time.
3. Put out what you want back: Share other’s material &
they’ll share yours
4. Whenever you can, include a call to action
5. People love personal messages.
@Climate_Changed
#SLC2015

5. @Climate_Changed
#SLC2015
● Promote others more than
yourself (80-20 rule).
● Post content relevant to
your cause.
● Inspire responses.
● Be clear, emotional, factual.
More on
Authenticity:
(Image via Statpro)

6. Background on &
Twitter & Facebook are Mainstream- diverse and global
Facebook- great for events
Twitter is helpful for connecting to peers and leaders.
@Climate_Changed
#SLC2015
(Image via Third Degree
Advertising)

7. LinkedIn- for blogging and connecting to professionals,
especially through LI’s groups.
Pinterest - visual content, good for selling or fundraising and
reaching female Americans.
Instagram- good for sharing photos, reaching younger
audiences.
@Climate_Changed
#SLC2015
Background on Other Channels
(Images via Third Degree
Advertising & Coschedule)

8. (Images via Grow Fast Digital & Linchpin SEO)
@Climate_Changed
#SLC2015
How To Use Facebook
● Write in clear sentences. Keep it short.
● Post a mixture of links, status updates, photos, and videos.
● Wording is important. Make sure your first 3-5 words are
interesting.
● Hashtag sparingly.
● Stay consistent: 2-4 posts a week.

9. @Climate_Changed
#SLC2015
Good FB Examples

10. @Climate_Changed
#SLC2015
How To Use Twitter● Talk to people by tweeting at them or DMs.
Join Twitter chats.
● Source and shorten your links.
● Tweet images, links, join conversations
● Stay consistent- Post more often than
Facebook.
● Follow those who are having conversations
you like.
● Use Twitter lists to find people or
organize your stream. (Check out
@_UCSA’s list!)
● Size images to fit Twitter perfectly. Good
tool is Canva.com.

11. @Climate_Changed
#SLC2015
Wording is important!
(Image va Hubspot)
● Editing is key to say the most in
140 characters.
● Use action words
● Ask people to RT
● Tip: Starting tweet with
“@Climate_Changed” means
you’re talking to me.
“.@Climate_Changed” means
you’re talking about me.

12. @Climate_Changed
#SLC2015
The Art of Hashtags
● Pair a general hashtag with a specific
hashtag
○ Specific: #FundtheUC, #FighttheHike,
#edchat.
○ General: #HireEd, #SocialGood
● Switch them up regularly.
● No more than 3 per tweet!
● Crash chats & conferences using just
their hashtag
(Via Social Media Today)

13. Good Examples of Tweets

14. @Climate_Changed
#SLC2015
Exercise! Yay!
Knowing what you now know, craft 1 tweet
and 1 Facebook post about this session.
(Hints: You could share insights learned, quotes, photos, or just a general
promotion of this talk.)
Use #SLC2015 and tweet at me (@Climate_Changed) or at the UC Student
Association (@_UCSA).

15. @Climate_Changed
#SLC2015
Some basic tips on event
marketing/crowdfunding
● Reach out to people directly.
● Invite people to share and RT, especially by giving them a
marketing toolkit.
● Include images.
● Have a very clear call to action with all needed
information.

16. @Climate_Changed
#SLC2015
Examples of Marketing Toolkits
(Via HandsOnTech, Tech Impact, &
Social Movement Technologies)
Give your audience ready-
to-go tweets, posts, &
emails to promote your
event.

17. @Climate_Changed
#SLC2015
Quick note on analytics
● It’s less important what you measure than that you
measure your social media analytics
● Through data, you can learn who your audience is, what
types of posts they like, how fast your page is growing, when
to post, and how many people are engaged or being reached,
so overall, if you’re reaching your goals.
● Most social platforms have their own built-in analytics
○ Facebook pages, analytics.twitter.com

18. Thank you!
Keep learning by finding SM4NP
on Facebook, Twitter, Pinterest,
Instagram, or LinkedIn.
Find me on Twitter
@Climate_Changed or on
LinkedIn. (I’m Jenna Spagnolo)
Questions?