This presentation was developed in early 2012 for Jewish organizations in Western Massachusetts. It focuses mostly on more advanced uses of Facebook to engage an audience. This presentation also touched upon basics and best practices for Twitter. Finally, there was some discussion about setting goals for effective use of Social Media. The session covers: - How Facebook EdgeRank determines what content will be seen by those who Like your Page (and how to take advantage of this formula) - Great content ideas for Facebook - Planning content to be more efficient and ensure communications are consistent across media channels - Promoting your Facebook presence online and off - Taking advantage of the new Timeline features of Facebook - Twitter basics

1. S o c ia l M e d ia 2 0 1
What Else Can You Do?
May 2012
Kevin Martone
Technology Program Manager
Grinspoon Institute for Jewish Philanthropy
kevin@hgf.org

2. 900 Million Monthly Users Can’t All Be Wrong
FACEBOOK

3. From Carie Lewis, Humane Society of the US (@cariegrls)

4. What Will People Actually See?
 The following determine how likely the people
who Like your Page will see a post:
» Recency – Posts within the last few hours are
more likely to be Top News
» Relevancy – If the user Likes, comments on, or
Shares your Posts (or if they simply return to your
Page), your posts are more likely to be in their Top
News
» Resonance – If a post gets a large number of
comments, Likes, and Shares overall it is more
likely to be Top News

5. Ask Questions

6. Questions for Your Social Presence?
 It’s Teacher Appreciation Week! Thanks to all of our dedicated
teachers at <School Name>. What teacher made a great impact
on you when you were in school?
 What is your favorite book to read with your children?
 Happy Memorial Day! What book are you planning to bring with
you to the beach this summer?
 What is your child’s favorite subject here at <School Name>? Is it
your favorite, too?
 Children can be picky eaters. Any easy kid-friendly dishes your
kids will eat?
 What fun family activity do you have planned for the weekend?
 Welcome back to school! Where did you travel this summer?
 NOW YOUR IDEAS!!

7. Ask for Likes and Shares

8. Ask People to Respond!
d
Can yo u respon
s  Phone?
to my question
k?
on Faceboo  Email?
Exercise:
 Identify 5 people in your
Community to respond
to your questions

9. Contests

11. Make It Easy for People to Act

12. Plan Your Content
Week Days Monday Tuesday Wednesday Thursday Friday Weekend
Month January
Focus: Promote new
Week of: sign-ups
Smith Family Status Tag Event FB Posts Theme: Personal
Legend: Jan. 1 Profile on JCC Pg this wk Stories
Video of FB Posts
JCC Reading
eNewsletter Jan. 8 Event this wk Keywords:
Facebook - Send link to sign- FB Posts Events: Readings at
Wall Jan. 15 up for PJ this wk JCC
Facebook - FB Posts
Update Jan. 22 this wk
Facebook
Collab Month February
Focus: Love the PJ
Video Week of: Library!
What do you
Promote Feb. love about FB Posts Theme: Love of Books,
Blog Feb. 1 Readings PJ Library? this wk PJ
Status Tag
JCC
Print Event on Video of FB Posts
Reading
Newsletter Feb. 8 JCC Pg Event this wk Keywords:
FB Posts Events: Readings at
Twitter Feb. 15 this wk JCC
FB Posts
PR Feb. 22 this wk
Events Month March
Week of: Focus: Passover
FB Posts
Mar. 1 this wk Theme: Passover
FB Posts
Mar. 8 this wk Keywords:
FB Posts Events: Various

13. Schedule Content

14. Connect FB Relationships to the Real World

17. Cross-Promote!

18. Status Tagging

19. New Facebook Page Layout

20. Cover Photo

21. Milestones

22. Pin Content to Top of Page

23. Highlight Content – Width of Screen

24. It’s Not Just About What You Had For Breakfast
TWITTER

26. Twitter Lingo
Tweet An update on Twitter
Follow/ Determines which tweets will show up in your personal
Unfollow twitter feed – who/what you want to read
Followers People subscribed to receive your tweets
Hashtags (#) Allows easy searching; global “conversation”
Retweet (RT) Forward other people’s tweets
@ Replies Send (public) msg directly to user on Twitter
DM (Direct Send (private) msg directly to user
Messages)
Favorites “Save” specific tweets as favorites
Block Block a User from Following your Tweets
July 21, 2009 Twitter for Nonprofits 26

27. Conversation

28. Sharing Information

29. Make It Fun!

30. #TweetChats

31. Recipes, Fashion, Dream Weddings…So What?
PINTEREST

32. Share Your Interests Visually

34. Central Location for Your Organization’s Content
BLOG

35. Blog

36. What Goes Viral?

37. Goals?
 Enrollment
 Increased Awareness
 Event Attendance
2-3
 Build Community
 Donations
top ?
 Other? UR line
YO on
are als
What ty go
priori

38. What’s YOUR Plan?
 2-3 Priority Goals for YOUR Organization
» 3 Tactics to help you reach EACH of those goals

39. Website Facebook eNewsletter Phone
_____________ _____________ _____________ _____________
_____________ _____________ _____________ _____________
_____________ _____________ _____________ _____________
_____________ _____________ _____________ _____________
_____________ _____________ _____________ _____________
Trad. Newsletter/ Blog
Goal 1______________
Direct Mail _____________
_____________ _____________
Goal 2______________
_____________ _____________
_____________ _____________
Goal 3______________
_____________ _____________
Events Twitter, Other SM In Person Other
_____________ _____________ _____________ _____________
_____________ _____________ _____________ _____________
_____________ _____________ _____________ _____________
_____________ _____________ _____________ _____________
_____________ _____________ _____________ _____________
Remixed from Idealware’s Nonprofit Social Media Decision Guide (www.idealware.org)

40. Go For It!