Social media marketing is more important than ever for nonprofits and businesses alike. Yet, social media engagement is on the decline. So what do you do, when it’s hard to gain followers; harder still to ensure that followers see your message; and you still have to deal with the limits of your time?

1. MADTECHEDUCATION SERIES
Sponsored by Collaboration for Good, Inc.
Co-sponsored by the Madison Public Library
Funded by a gift from Marvin J. Levy
Monthly technology workshops featuring a different tool or topic each month that allow
for nonprofits, businesses, and individuals to be more productive. Workshops are open
to the public, but there is limited seating managed by an RSVP system.

2. Social media marketing is more important than ever for nonprofits and businesses
alike. Yet, social media engagement is on the decline. So what do you do, when it’s
hard to gain followers; harder still to ensure that followers see your message; and you
still have to deal with the limits of your time?
THE SOCIAL MEDIA GAME
THURSDAY, FEBRUARY 16, 2017 • 1PM - 2:30PM • CENTRAL LIBRARY
Strategies for Combatting Declining Engagement

3. WHAT IS ENGAGEMENT & WHY DOES IT MATTER?
We’ll cover what exactly is “social media engagement.” Why engagement
matters. Why it’s declining. Basic things you should know— some quick
stats and figures.
01
HOW TO COMBAT DECLINING ENGAGEMENT
From defining goals, building relationships, content experimentation,
knowing your audience, letting your audience know you, and other ideas
and things you can do to combat declining engagement.
02
THINGS TO DO / TOOLS & RESOURCES
How do you do, the things you know you should do? We’ll talk tips, tricks,
tools, and resources— from building content libraries to automation to
knowing what you can ignore and things you must do.
03
WHAT TO EXPECT

4. WHAT IS…SOCIAL MEDIA ENGAGEMENT
AND WHY DOES IT MATTER?

5. SOCIAL MEDIA ENGAGEMENT
I”
“ Social media engagement is the interaction between
people, brands, and content on social networks.

6. Retweets
Likes
Shares
Comments
COMMON MEASURES
OF ENGAGEMENT
@Replies
Reactions
Favorite

7. WHY ENGAGEMENT MATTERS?
I”
“ Engagement matters because people don’t
donate, buy, invest, or spend time with
people they don’t know, like, or trust!

8. … so cute!

9. TRUST FOR SALE
“As a brand, trust is part of your sales equation.Awareness of your brand,
and its perceived trustworthiness starts before direct engagement.

10. HOW CAN…YOU COMBAT THE DECLINE
IN SOCIAL MEDIA ENGAGEMENT?

11. WHY IS ENGAGEMENT DECLINING?
ALGORITHM CHANGES
Algorithms are a set of rules to be followed
in problem-solving operations by machines,
that tell a newsfeed what to display when.
PLATFORM SHIFTS
People switch platforms for a variety of
reasons— their friends, the conversations,
intimacy, type of content, and more.
EFFORT REQUIRED
The more effort required for engagement
decreases the likelihood of engagement—
people may like, but not comment or share.
DECLINE PERSONAL CONTENT
Sharing personal data online has negative
repercussions, but people are more likely to
engage with personal content.
DON’T WANT TO ENGAGE
Eighty-eight percent of your followers don’t
want to engage with you. They don’t know
you well, aren’t sure if they can trust, etc.
RISE PROFESSIONAL CONTENT
The rise —dramatic increases— of
professional content reduces the likelihood
of brand engagement, significantly.
20%
88%

12. MY NEWSFEED - FACEBOOK

13. 88% DON’T WANT TO ENGAGE
I”
“ Eighty-eight percent of your followers don’t
want to engage with you.They don’t know
you well, aren’t sure if they can trust you, and
you give them that icky- scared- hesitant
feeling they were trying to avoid today.

14. DON’T BE EVIL!

15. HOW TO COMBAT DECLINING ENGAGEMENT?
0201 03
BE A BETTER FRIEND
Brand. Content. People.
As a brand, understanding who might want
your content and why is vital. Stop thinking
about what you need, be a better friend.
POST BETTER CONTENT
It’s said, because it’s true. Understand what
your audience wants and needs, then give it
to them. Keep the information you need to
convey to a bare minimum.
BUILD BETTER RELATIONSHIPS
Relationships come in all shapes and sizes—
colleagues, acquaintances, casual friends,
good friends, enthusiasts, family— build
different types of relationships.

16. STEPS TO COMBAT
DECLINING ENGAGEMENT?
1
How does your content
effect people’s lives?
Are you a mental safe
haven? Do you provide
j o y ? A r e y o u a n
information resource?
Define the role you
wish to play.
DEFINE HOW YOU
MATTER
2 CREATE SIMPLE
GOALS/MEASURE
It’s hard to know if
you’re doing better, if
you have no goals. Set
some simple goals,
then measure / track
them— weekly,
monthly. Adjust goals
as you learn and grow.
3 EXPERIMENT
WITH CONTENT
Knowing the role you
want to play is just half
of the equation. Learn
what your followers
want from you.
Experiment with
content to see what
they like or don’t like.
4 UNDERSTAND
BASIC METRICS
Understand the basic
insights provided by
your platforms. Don’t
just look at the raw
numbers, compare
them to what you know
— followers,
percentages.
5 USE A CONTENT
SCHEDULE
If you’re one person
wearing multiple hats
or even a small team,
start using a content
schedule. It will help
keep your content
flowing and save a lot
of time.
6 REVIEW, ADJUST,
REPEAT
Unfortunately, these
things aren’t just one
and done items. You
have to keep doing
because things are
always changing, so
review, adjust, repeat.

17. FACEBOOK
TYPES OF POSTS
What types of post does your audience
really respond to and when? The above
post falls into our tribute/thank-you
category. Our followers love them.
TIMING OF POSTS
Even a statistical posts like above—
better visualized than pure text— can
gain traction, when posted at a good
time. This was posted at 4pm, but
shared at 6pm by our sister page.
BASIC PAGE KNOWLEDGE
How many followers does your page
have? What’s the default reach of a
post— 5%, 10%, 12%, higher? What are
your dead zone times when posting?

18. THINGS TO DO…TOOLS & RESOURCES
TO HELP SAVE TIME, ENERGY, & LEARN.

19. TOOLS
Edgar is a content library, instead of manually
scheduling social media posts to go out every
day… you simply build up a library to allow posts
to be delivered, as planned.
BUFFER
Buffer is a content scheduler for social
media. You can save time managing your
social media accounts, by pre-scheduling
content for multiple channels
Hoot suite is a social media management
and analytics dashboard. Manage multiple
networks and multiple accounts.
Slack brings all your communication together in
one place. It's real-time messaging, archiving
and search for modern teams.
Sprout Social is a social media management
tool created to help organizations grow their
social media presence.
Zapier is an web automation app. With
Zapier you can build Zaps which can
automate parts of your business or life.
EDGAR HOOTSUITE
SPROUT SOCIALSLACK

20. COST
FREE for individual use, with limitations. $10/mo
for increased access. $99/mo for small
businesses with a 50% nonprofit discount.
01
PROS
Simple, straight forward content scheduler, that
will allow you to pre-create and schedule from
10-2000 advance posts. Provides analytics.
02
CONS
Not a content library, that stores reusable
content. The free version should allow access to
two social media accounts, instead of one.
03
BUFFER

21. COST
$49/mo no obligation or discounted annual
plans.
01
PROS
A massive time saving, reusable, content library.
Edgar allows you to create categories of
reusable content— tips, tricks, resources, humor,
inspiration, or answers to questions, and then to
use them to fill out and keep your social media
streams lively.
02
CONS
Near the price limit of what we recommend for
nonprofits for online tools. Drag and drop
rescheduling would be a fantastic feature.
03
EDGAR

22. COST
FREE / $20 a month. The free plan allows you to
make two-step Zaps for any of the tools.
01
PROS
A workflow automation tool for busy people
without programming. Napier allows you to
allow applications to work together— so you can
reduce the number of routine tasks you have to
do. Hundreds of popular applications can have
tasks automated.
02
CONS
The free version lacks multi-step processes. A
multi-step process could take a new email
labeled tasks, create a task in your project
manager, send contact info to your address
book, and more.
03

23. RESOURCES
Keeping informed of tools, methods, tips, and
tricks that you can use to improve how you use
social media to further your cause or sell more—
Sprout Social provides great information.
BUFFER BLOG
Buffer offers multiple blogs, but it’s social media
blog is top notch including research and resources
from other agencies, as data from its own
experience and experimentations.
The self-proclaimed, “where marketers go to grow”,
HubSpot provides a host of resources and tools that
cover the range from email marketing to creating
better content to design. HubSpot is a multi-facet
resource center for the do-it yourself pro.
SPROUT SOCIAL BLOG HUBSPOT BLOGS
HTTP://SPROUTSOCIAL.COM/INSIGHTS/ HTTPS://BLOG.BUFFERAPP.COM
A Social Media Calendar that helps you organize
your content in advance. It’s the low tech, free
method for easier coordination, and campaign
growth. Includes a monthly calendar, content
repository for Facebook, Twitter, plus.
SOCIAL MEDIA
CONTENT CALENDAR
HTTPS://GOO.GL/SQIYUF
A simple guide to how to create a basic social
media plan. Many people start out with a plan
that’s too complicated for their time and
expertise— start simple, then adapt and grow. This
template allows you to focus on the basics
SOCIAL MEDIA PLAN
INCLUDED IN DOWNLOAD
A seven item folder containing this presentation
and additional resources for you. The social media
plan template, info on email marketing, more
details and insights on Facebook, as well a more
advanced content marketing plan guide.
RESOURCE FOLDER
LINK IN EMAIL

24. Pixaby — free high quality images
Adobe Spark — Make Images, Videos and Web Stories for Free in MinutesSocialoomph — Social Media Productivity
Everypost — Content Curation Pablo — Text-to-Image

25. Create a
Content Library
Identify &
Promote
Enthusiasts
Review your stats
and insights,
regularly.
Respond to
questions and
comments.
Get notifications!
Especially if you
are email driven
HANDLE COMPLAINTS
Handle complaints well. The
online community can be
vicious when they want to.
HASHTAGS
Hashtags are relevant for
cross-channel stats and quick
searches. Use them.
BE FUNNY
Be funny or inspirational, but
don’t be just dry and boring.
Some humor goes well.
SPEND MONEY
Plan to spend some money, if
if it’s just $50 for the year.
Spend it on what matters.
BUILD RELATIONSHIPS
Combat engagement declines
by building better relationships.
QUICK TASKS

26. THANK YOU

27. COLLABORATION FOR GOOD
Collaboration for Good, Inc. is a communications and capacity
building organization focused on growing social good.
MADTECH ED SERIES
http://madtech.eventbrite.com
Monthly technology workshops. Open to the
general public.
SLIDES AND RESOURCES
Will be made available. My slide deck, always includes my
storyboard notes, and access to content schedule templates and
other resources will be linked to. A follow-up email is sent by the
Monday after the workshop.
web. http://collab4good.org
tel. (608) 241.3616 (land)
email. alnisa@collab4good.org
Have more questions? Need assistance? Just want to discuss some
of your ideas. Book up to an hour of my time at no charge,
Mondays. Meetings are scheduled for Horizon CoWorking.
SIMPLYBOOK.ME Horizon CoWorking
7 N. Pinckney St., Third Floor
Madison, Wisconsin, on the Square.
http://collab4good.simplybook.me/