Social media should be a part of your overall marketing strategy. For nonprofit organizations, it’s a way to connect with your supporters, find new volunteers and stay top of mind when it comes time for donors to strike a check. Understand the top social networks – Facebook, Twitter, Pinterest and Instagram – and how they can benefit your organization when used properly.

1. Social Media 101:
Get Connected, Get
Focused and Get
Noticed!
Holly A. Fisher | September 2014

2. Today’s session:
Introductions
Facebook
~ break ~
Twitter
Questions / Concerns

4. Is Facebook the Right
Tool for You?
* Who is your audience?
* What are your marketing goals:
Awareness? Volunteers?
Donors?
Would Facebook achieve those
goals?

5. Who Uses Facebook?
* 71% of online adults (as of 9/13)
* 30 million businesses
* 829 million daily active users in
June 2014
* 66% of users: 15-35 years old
* Teens are still there
* Slightly more women
Sources: Business Insider, Business2Community & Facebook

8. How Much Time?
* 63% of Facebook users
engage on a daily basis
* Average user spends 40
minutes/day on Facebook
* 339 million users access
Facebook on mobile each
month

9. Facebook: the Pros
1. It’s free.
2. Trackable.
3. Your audience is probably
already there.

10. Facebook: the Cons
1. It’s not totally free.
2. It requires good content.
3. It requires constant care
and feeding.

11. Setting Up Your Page

12. Setting Up Your Page
* Naming your page
-match your other marketing
-easy to search
-you can only change it once
* Fill out the About section as
thoroughly as you can.

13. Setting Up Your Page
Facebook Cover Photo 851x851
Profile Photo 180x180
Tab Photo 111x74
*Review FB page guidelines

14. Setting Up Your Page
* Using the page as a page vs.
using it as yourself.

17. Setting Up Your Page
* Like other pages.
* Invite your FB friends to like
your page (if appropriate).
* Allow people to comment on
your page.
* Allow people to tag themselves
in photos.

18. Setting Up Your Page
* Events
* Photos / Photo Albums
* Custom apps

20. Setting Up Your Page
* Events
* Photos / Photo Albums
* Custom apps

21. Facebook Apps

22. Facebook Apps
ShortStack –
shortstackapp.com

23. Facebook Apps
-Free up to 25,000 fans
-Integrates with MailChimp,
YouTube, Instagram
-Create contest forms
-Blog/info on changes to
Facebook & best practices

26. Boost Your Likes
* Add to your website.
* Add to email signature.
* Promote in email newsletter &
other marketing efforts.
* Generate good content.
* Facebook ads.
* Contests (change to FB: no like-gating).

28. Content, Content, Content
Ask yourself if it's engaging,
interesting, useful? Is it of value
to your customers?
Find your brand’s voice.

29. Content
* Photos (most shared on FB)
* Quotes
* Funny e-cards / memes
* Links to other useful content
* Your events (also partner
events)
* Sponsors, donors, volunteers.
* Give people a glimpse into what
you do & why it matters.

30. 80 people
liked
785 people
reached

32. Content
* News of the day.
* Share in real-time via mobile.
* Let people know how they can
help.
* But, don’t be too “salesy.”
Send people to your
website! Generate your
own content (blog, video).

33. Content
Most common reason to unlike a
Facebook page is uninteresting
posts.
Source: Digital Insights

34. Don’t Forget to Engage!
* Engage with other pages.
* Respond to people’s comments
and questions (even the negative
ones). 35% of customer’s
questions go unanswered.

35. When & How Often
* 1-2 times a day provided it’s
good stuff.
* Day with highest engagement:
Friday.
* Do post on the weekends.
* Review your Insights.
75% of the engagement on a post
happens in the first 5 hours.

36. When your fans are online …

37. Facebook Advertising
Organic vs. Paid
* Pay to boost posts.
* Pay to generate likes.
* Budget of $30/month.
* Start small; see what works and
make adjustments.
* Be strategic.
* Review the FB ad guidelines.

39. Is This Working?
* Reach, Likes, Shares,
Comments
* Look at Insights to review clicks
and overall engagement.
* Google Analytics.
* Ask people how they heard
about ____.
* Don’t be afraid to try something
and then try something else.

41. Is Twitter the Right Tool
for You?
* Who is your audience?
* What are your marketing goals:
Awareness? Volunteers?
Donors?
Would Twitter achieve those
goals?

42. Who Uses Twitter?
* 19% of online adults (as of 1/14)
* Popular among 18-29 yr olds
* 22% men vs. 15% women
* 271 million monthly active users
* 500 million Tweets sent/day
* 78% of active users are mobile
* Users spend about 20 min.
* 46% users tweet at least 1/day
Sources: Digital Insights, Business Insider & Twitter

44. Twitter: the Pros
1. It’s free.
2. Highly interactive.
3. Searchable.

45. Twitter: the Cons
1. Saturated (500 million
Tweets/day)
2. Can be overwhelming.
3. It requires constant care and
feeding.

46. Setting Up Your Page

47. Setting Up Your Page
* Pick a username
-match your other marketing
-easy to type / recognize
* Don’t make account private.
* Fill out the Profile.
* Have some Tweets.

48. Setting Up Your Page
Profile photo: 400x400 pixels
Header photos: 1500x500 pixels

49. Twitter Terms
Tweet
Retweet (RT)
Direct Message (DM)
What’s the @ symbol all about?
. @hollyannfisher
Hashtag #

50. Following / Followers
* Follow people in Charleston,
similar organizations, supporters.
* Watch your follower/following
ratio.
* Search
* Lists
* #Hashtags
* Understand this takes time.

51. Boost Your Followers
* Add to your website.
* Add to email signature.
* Promote in email newsletter &
other marketing efforts.
* Generate good content.
* Use hashtags
* Twitter chat
* Maybe a contest (500th follower
gets a prize).

52. Content, Content, Content
Ask yourself if it's engaging,
interesting, useful? Is it of value
to your customers?
Find you brand’s voice.

53. Content
* Photos
* Quotes
* Links to other useful content
* Your events (also partner
events)
* Sponsors, donors, volunteers.
* Give people a glimpse into what
you do & why it matters.

54. Content
* Share in real-time via mobile.
* Let people know how they
can help.
* But, don’t be too “salesy.”
Send people to your
website! Generate your
own content (blog, video).

55. Content
Use 140 characters or less.
Make it easy for people to
Retweet. You can even ask for
RT.

56. Don’t Forget to Engage!
* Engage with followers AND
people you hope will follow you.
* Feel free to go “off point” and
just engage in the topic of the
day. It’s OK to talk about the
weather.

57. When & How Often
The lifespan of a tweet is about
18 minutes.
So you could post 2-3 times/hour
if you want.
Recommend: 6 times/day.

58. Making the Time
* Plan your Tweets in advance.
* Editorial calendar.
* Schedule posts (Facebook,
Tweetdeck, Hootsuite,
SocialOomph).
* Set aside a block of time for
social media each day.
* This is marketing – take it
seriously.

59. Making the Time
A word of caution about
volunteers and interns.

60. Final Tips
Don’t connect your Facebook and
Twitter accounts!
Just get started.

61. Questions?

62. Next session:
Instagram
Pinterest
Plenty of time for questions /
setup issues / ideas /
brainstorming

63. Social Media 101:
Get Connected, Get
Focused and Get
Noticed! -- Part 2
Holly A. Fisher | September 2014

64. Today’s session:
Pinterest
Instagram
~ break ~
Questions / Class Examples and
Trouble Shooting

66. Is Pinterest the Right
Tool for You?
* Who is your audience
(women)?
* Do you have good visual
content?

67. Who Uses Pinterest?
* Women: 80%
* 70 million users (21% online
adults)
* 40 million monthly active users
* avg number of pins from female
users: 158
* 84% women are active
* 92% of pins are from women
Sources: Digital Insights

68. How Much Time?
* 23% use at least once a day

70. Popular Pinning
Food & Drink
DIY & Crafts
Home Décor
Holidays & Events
Hair & Beauty
Women's Fashion
Design
Kids
Art
Weddings

71. Popular Pinning
Travel
Gardening
Photography
Film, Music, & Books
Health & Fitness
Education
Humor
Products
Animals
Outdoors

72. Pinterest: the Pros
1. It’s free.
2. Great for boosting web traffic.
3. Perfect for a female audience.

73. Pinterest: the Cons
1. Requires good visuals.
2. You need your own content.
3. It requires constant care
and feeding.

74. Setting Up Your Page

75. Setting Up Your Page
* Set up as a business (analytics)
* Naming your page.
-match your other marketing
* Fill out the About section as
thoroughly as you can.
* Profile Photo 160x165
* Verify your website.
* Can connect to Twitter.

76. Creating Boards
* Name: descriptive &
creative.
* Cover pin for board.
* Board description.
* Group board.
* Secret board.

79. Followers / Pins
* Add ‘Pin it’ to your content.
* Add Pinterest icon to email
signature.
* Promote in email newsletter &
other marketing efforts.
* Start following
individuals/businesses.
* Add a Pinterest app to your
Facebook page.

81. Content
* Your website content, blog posts
* Quotes
* Fun photos
* Events
* Sponsors, donors (pin their
stuff!)
* Retail
* Create useful boards
* Create fun boards

82. Don’t Forget to Engage!
* Pins other users’ content.
* Ask people to pin on your
website or in your location.
* Let people know what the
popular pins are.
Resources/Best Practices Guide:
business.pinterest.com

84. When & How Often
* Couple times a week
* Increase your presence during
peak times (holidays, travel
season)

85. Is This Working?
* Look at your website traffic.
* Review Pinterest analytics.

87. Cool Pinterest Tools
* Upload your own photos right
into Pinterest

88. Cool Pinterest Tools
Pinwords.com

89. Cool Pinterest Tools
Pinstamatic.com

91. Is Instagram the Right
Tool for You?
* Who is your audience?
* Do you have good visual
content?
* Can you keep up with this in
real time?

92. Who Uses Instagram?
* 200 million monthly active
* 20+ billion photos shared
* 23% of teens say it's their
favorite network
* 13% online users
* 90% under the age of 35
* 68% female

93. Instagram: the Pros
1. It’s free.
2. It’s easy and quick.
3. Great for a younger
audience.

94. Instagram: the Cons
1. Requires good visuals.
2. You need to be available in
real-time.
3. It requires constant care
and feeding.

95. Account Set Up
* Download the free app.
* Use your Twitter handle if you
can.
* Add a profile photo, description
& website.
* Start looking for folks to follow.
* Can connect to Twitter and
Facebook accounts.
* Don’t make the account private.

96. Account Set Up

97. Account
Set Up

98. Your Photos
* Filters
* Hashtags
* Keep your photo
description relatively
short.
* Tag other users
* Add location

99. Followers
* Add icon to your website.
* Add to email signature.
* Promote in email newsletter &
other marketing efforts.
* Add Instagram app to your
Facebook page.
* Jump in on popular hashtags
(#SundayFunday #Food #NoFilter
#tbt #dogsofinstagram #WHP)

100. Followers

101. Don’t Forget to Engage!
* Like other people’s photos.
* Comment on photos.
Host a photo contest.
-theme
-hashtag
-promote (website, blog, other
social networks)

102. Content
* Real-time events.
* Behind the scenes of your
organization.
* “Real-life” activities.
* Instagram videos (3-15
seconds).

105. When & How Often
Multiple times a day if you want.

106. Cool Instagram Tools
* Picstitch (free app)
* iconosquare.com (metrics;
manage account; add to
Facebook; look up contests)
* picdeck.co (Tweetdeck style)

107. Cool Pinterest Tools

108. Parting Thoughts
Follow the blogs/social accounts
of these tools for updates and
useful case studies.
hashtags.org
top-hashtags.com

110. Questions?
Problems?
Account Setup
Issues?

111. Thank you!
Holly A. Fisher
www.HAFCreative.com
holly@HAFCreative.com
@hollyannfisher