Fairfield County Giving Day Social Media Workshop

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Fairfield County Giving Day Social Media Workshop January 2017

Anatomy of a Facebook Page Facebook is the number one social media site for nonprofits. Your Facebook page should tell the story of your nonprofit - from upcoming events to new website content to important milestones for your organization. A good Facebook page looks clean and cohesive, while providing users with up to date, relevant information.

Cover Image

Profile Image

Page Statistics*

Analytics*

Call to Action*

Post Type Options*

Scheduled Posts* About Published Post Facebook Apps Timeline

Photo Gallery

*Only viewable by page administrators.

Anatomy of a Facebook Post There are many types of Facebook posts, each with their own benefits. Your post should have a clear goal and ask for engagement. The most successful posts include photos and links, but also use brief and concise wording.

Page Tag Hashtag Post Copy

Shortened, Trackable Link

Media Post

Reach

Boost Option*

Views Share Likes Comment

*Only viewable by page administrators.

Facebook Glossary About: Small section of your profile that explains to new or potential followers who you are. You should place your organization’s website and/or physical address in this section. Analytics: Overview of your page’s performance, often measured in likes, shares, or reach. Boost Option: Paid method to have your post pushed in front of more viewers. Call-to-Action: Brings your organization’s most important objective to the forefront of your Facebook page. Comment: Users express their opinions on a post. Cover Image: The biggest opportunity you have to make a visual impact on your page. The cover image should complement your profile picture. Facebook Apps: You can choose up to 12 Facebook applications to display on your page. Hashtag: Word or phrase preceded by the “#” sign. Hashtags provide a simple way to mark a topic of social media messages and make these topics easily discoverable to people with shared interests. Likes: The number of people who like your social media page. Page Statistics: The number of likes and reach your page has. Page Tag: Identifying another page in your post, with the ability to click on the embedded link, taking you to the other page’s profile. Photo Gallery: Collection of photos you have posted on your profile. Post Copy: The content of your post should be concise. It should often also include links, visual aids, hashtags, and user tags. Post Type Options: There are multiple types of content you can post on your page, including, but not limited to: status, photo, video, and event. Profile Image: Square image that represents your organization. It is often best to have this be your organization’s logo, as this image shows alongside any content you post. Published Post: Content published for public exposure and engagement. Reach: The number of unique people who have seen your post. Scheduled Posts: Posts that are scheduled to be published on a later date, often achieved by using external social analytics tools. Share: Allows a user to repost your content on their own page. Shortened, Trackable Link: Abbreviated link that can be tracked through social media analytic sites. Timeline: A quick way for users to navigate throughout your page history. Views: Unique number of individual users who have seen your video content.

Anatomy of a Twitter Page To utilize Twitter to its fullest potential, it is important to understand how the social media site works and the power of 140 characters. Both your Twitter page and your tweets should act as a newsroom and promote communication between you, your partners, and your community. From embedded tweets to hashtags, there are many ways to get noticed in the larger conversation. Messages

Notifications

Cover Image

Profile Image

Profile Metrics

User Name Twitter Handle

Post

Bio Contact Information Post Image

Anatomy of a Tweet Twitter Handle

User Name Profile Image

Tweet Copy Partner Tag

Hashtag Reply Retweet Like

More

Twitter Glossary Bio: Small section of your profile that explains to new or potential followers who you are. You should place your organization’s website and/or physical address in this section. Contact Information: Where you should put your website link and physical address. Cover Image: The biggest opportunity you have to make a visual impact on your page. The cover image should complement your profile picture. Likes: Number of times users have clicked “like” on your post. Followers: Number of users who subscribe to your social media page. Hashtag: Word or phrase preceded by the “#” sign. Hashtags provide a simple way to mark a topic of social media messages and make these topics easily discoverable to people with shared interests. Messages: Only page administrators can access this feature. Users can directly message the organization and you have the ability to privately respond. More: This button gives a Twitter user more options on a post: share via direct message, copy link to tweet, embed tweet, mute, block, and report. Notifications: Only a page’s administrators can access this feature, which notifies the administrators of any activity on their page since they last logged in. Published Post: Content published for public exposure and engagement. Post Image: Photo or video that enhances a post, often leading to higher engagement. Profile Image: Square image that represents your organization. It is often best to have this be your organization’s logo, as this image shows alongside any content you post. Profile Metrics: The number of tweets, followers, following, favorites, and lists associated with your Twitter page. Reply: Public response to someone’s tweet that begins with their @username. Retweet: Number of times a Twitter user forwards your tweet to their followers. Shortened, Trackable Link: Abbreviated link that can be tracked through social media analytic sites. Tweet Copy: The content of your post should be concise. It should often also include links, visual aids, hashtags, and user tags. Twitter Handle: Another way of identifying your account name. It is important to maintain consistent handles across social media platforms to ensure discoverability. User Name: Name of your page, which in most cases, should be the name of your organization. User Tag: Identifying another user in your post, with the ability to click on the embedded link, taking you to the other user’s profile.

Social Media Best Practices ‘A’ for Authenticity: • • • • •

Create a consistent and unique tone of voice for your organization. Focus on your audience and your partners to bring value to the conversation. Create a space for authentic engagement. Ask questions and follow up. Be human.

‘A’ for Audience: • • • •

Know who you want your audience to be. Create engaging content tailored towards your ideal audience. Use engaging images and videos to encourage conversation and user generated content. Facebook ads should not contain more than 20% text and the ideal tweet length is 100 characters.

‘A’ for Analytics: • Use real-world metrics, such as awareness, engagement, and advocacy, to make it easier to understand your performance. • Explore third-party resources for tracking social media performance to find the best fit for your organization. • Remember that quality is often better than quantity when it comes to posting content. • Measure often.

‘A’ for Amplification: • • • •

Partner with others to create content and form media relations. Buy targeted advertising. Utilize third-party tools in order to gauge potential posting opportunities. Seek media donor support.

‘A’ for Always-on: • • • •

Use alerts to prompt real-time responses. Use third-party sources to create monitoring schedules. Set expectations for your community. Put protocol in place for engagement.

Measurement & Reporting Tools Bitly is a popular URL-shortening tool that offers link tracking reports free of charge. This tool shows statistics of your shortened links and provides a graph of the days on which clicks occurred on your links, the location in which your links were clicked, and the number of referrers for the links. www.bitly.com Why you should use it: to see if the links you post are relevent to your audience. Facebook Insights is Facebook’s own tracking tool that uses information gathered from previous posts to make recommendations for future posts. You can access Facebook Insights by going to your Facebook page’s admin panel and clicking on “Insights.” Why you should use it: to know when to post content. Twitter Analytics is Twitter’s own analytics tool that measures and provides analysis for tweet activity, followers, and Twitter Cards. With Twitter Cards, you can attach photos, videos, and other media experiences to Tweets that drive traffic to your website. www.analytics.twitter.com Why you should use it: to see how effective your tweets are. Tweriod helps you decide the best time to tweet. The report, emailed each week, gives you the peak times at which your tweets are most exposed to your followers and when they are generally online. It also provides hourly graphs of your Twitter followers and the last 600 Tweets your handle was mentioned in. www.tweriod.com Why you should use it: to know when to post content. Simply Measured analyzes paid, owned, and earned activity from all of your social networks. Insights are delivered in a variety of ways - Excel, PowerPoint, PDF, etc. Simply Measured contains a full suite of analytics with the ability to research conversations, competitors, and audience, across all social networks. www.simplymeasured.com Why you should use it: to analyze all types of engagement on your social media pages. Hootsuite allows you to track several social media platforms using one tool. You also have the option of following lists of people and sharing their content. www.hootsuite. com Why you should use it: to track multiple social media platforms. Social Mention tracks the reach of key words used in your social campaigns on more than eighty social media websites. It is very similar to Google Analytics, except this tool is specific to social media instead of including all web pages. www.socialmention.com Why you should use it: to track your campaign key words on social media. Google Analytics tracks and reports website traffic on your owned site in addition to social media platforms. This tool allows cross-platform tracking, flexible tracking codes to collect data from any device, and custom dimensions and metrics. www.google.com/analytics Why you should use it: to track traffic to your website.

Social Bro allows you to analyze, understand, execute, and report tweets. A real-time feature allows you to see which of your followers are active, the number of active users per second, the language your followers tweet in, and the apps and clients that they are tweeting from. You can also monitor a specific search term. www.socialbro.com Why you should use it: to engage in real-time twitter analysis. Tweet Reach tracks how many users have seen your tweet. The free account lets you track recent tweets, access past reports of up to 1,500 tweets, and view PDF and Excel downloads of metrics. www.tweetreach.com Why you should use it: to track the reach of your tweets. Buffer allows you to connect several social media accounts and schedule posts that are automatically posted on the specified social media channels. This site utilizes Bitly to shorten links and track link engagement. All posts can be tracked within its own analytics tab. www.buffer.com Why you should use it: to schedule posts across social media platforms.

Social Specs Quick Reference

Platform

Character Count

Image Size

Video

Links

Twitter

Native Upload Preferred Max 2 per Preferred post

Facebook

With link: 116 1280x720 Without link: 140 90 (max 240) 600x600

Native Upload Required Preferred

1 per post

LinkedIn

160 (max 300) 1200x627

Youtube link only

No hashtags

Instagram

N/A but be consistent

Required

1080x1080 Native Upload Not preonly ferred

Hashtags

Max 5 per post