blog paws 2010 west - helping shelter pets using social media - jane harrell

By Jane Harrell, Petfinder.com

A Four-Step Toolkit to help Shelter Pets Using Digital

Media

Why use digital media?• An outlet for daily (or more!) interaction with

prospective adopters, fundraisers, volunteers and foster homes

• Drive people back to longer messaging or resources• Spread the word about your rescue group• Expediency, cost• Educate!

That's the why. Here's the how:

STEP 1: Build trust & learn the ropes

•Build a relationship with your shelter or rescue• Find your local group on http://

www.Petfinder.com• Get to know the people, let them

know you• Discuss your role• Guidelines or legal restrictions?

STEP 2: How will you represent your shelter/rescue?

•The shelter or rescue's official page:• Pros: Name recognition, an instant

audience• Cons: May have legal implications,

takes trust, longevity

STEP 2: How will you represent your shelter/rescue?

•As an advocate of the shelter or rescue:• Pros: Fewer legal/ethical

implications, less scary but trust still necessary, more flexible

• Cons: Takes time to build an audience, takes time to build name recognition

STEP 2: How will you represent your shelter/rescue?

•As an advocate of one area of rescue (foster, adoption, volunteering):• Pros: Fewer legal/ethical

implications, less scary but trust still necessary, more flexible

• Cons: Takes time to build an audience, takes time to build name recognition

STEP 3: Pick your medium & frequency

•Web site (Weekly/Monthly)

•Blogging (Weekly)

•Facebook (Bi-Weekly)

•Twitter (Daily)

•YouTube/Video (Weekly/Monthly)

STEP 4: Make a plan, research & go!•Web site

• Update shelter news, help write newsletters or spotlight an adoptable pet profile

• Upload adoptable pet descriptions and photos to Petfinder

• Tools: Customized Pet List Scroller, Featured Pet Generators, Pet Search Tools

STEP 4: Make a plan, research & go!•Blog

• Spotlight an adoptable pet• Add a pet list scroller or adoptable

pet search widget and encourage others to

• Talk about special events and initiatives

• Write about what means something to YOU.

• Examples: Petfinder.com/blog/, Ittybittykittycommittee.com, romeothecat.com, cleosday.grouchypuppy.com, iloverescueanimals.org, http://wildrun.blogspot.com/

• Resources: Darren Rowse's 31 Days to Building a Better Blog for post ideas, take advantage of a free blogging platform like WordPress or Blogger

• Tools: Customized Pet List Scroller, Featured Pet Generators, Pet Search Tools

STEP 4: Make a plan, research & go!•Facebook

• Feature adoptable pet profiles• Start discussions• Send out facts and reminders• Link back to the Web site or blog• Share wishlists• Create calls to action for special

events (adopt, sign up, donate, volunteer, etc)

• Examples: Kiwi the shelter kitty, Adopt-A-Cat-Month, This Good That Bad, sfspca, St. Hubert's Animal Welfare Center, Be the Change for Pets

• Resources: TheSocialAnimal.com, BlogPaws.com, petfinder.com/how-to-help-pets/

• Tools: FBML application to create custom tabs, quiz apps to create quizzes or surveymonkey, Be the Change for Pets Facebook page

STEP 4: Make a plan, research & go!•Twitter

• Tweet pets for #TweetAPetTues• Participate in a #PawPawty• Send out facts and figures• Reminders and calls to action• Needed wishlist items• Interact with other people as though

in a chat room, etc.

• Examples: @rescueanimals, @peanutshelter, @InHonorofSkippy, @padsforpaws, @louisebear2, @ddfl, @frougaldougal/#PawPawty

• Resources/Tools: HootSuite, TweetDeck, SocialOomph, #TweetAPetTues, #BeTheChange, #BTC4Animals

STEP 4: Make a plan, research & go!•YouTube/Video

• Tell a story• Advocate for a single pet• Utilize all the story-telling avenues

available but introduce video and audio.

• Send out facts and figures• Reminders and calls to action• Needed wishlist items

• Examples: SFSPCA, pawcurious, pawpawty/FrugalDougal, The Shelter Pet Project, BeanMeister22 (http://www.youtube.com/watch?v=SxtI0jZ4mSw)

• Resources/Tools: iMovie on Macs, Windows Movie Maker on PCs, YouTube's free audioswap lists for free-to-use songs