social media, strategy, policy and campaigns small community organisations: helen goss

Social Media, Strategy, Policy and CampaignsSmall Community Organisations: Helen Goss

Introduction

Case Study: Cat & Freegle

Overview of Social Media

Social Media Toolkit

Welcome to the world of Social Media

facebook stats

Beg of 201230 million unique users for the UK 25-34 year olds are now the largest age group on Facebook under 17s making up just 5% of the user base. It seems likely that this figure is pretty accurate; even allowing for some under 13s lying about their age in order to register an account (in theory all users have to be over 13)So therefore highly probable that 95% of the user base are adults.

40 million active UK users (Summer 2012)

twitter stats10 million

active UK users (Summer 2012)

how can I join in?

Challenges of Community Groupslittle money

little resourceslittle time

high staff turnoverlimited knowledge/experience

however . . . You can still be ahead of the curve

If you start now, you will be an early adopters within the community and voluntary sector

its freeI can help you simplify

a little bit each week can achieve a lotstrategy and policy will help with sustainability

this presentation will help!

ClearSimple

AccessibleFriendlyUseful

FocusedCreativeEngagingStrategic

it’s essential to be

• Have a central point of information• Make all accounts point to each other• Utilise your publicity• Maximise the flow of information for Search Engines• Use appropriate tools• Enable share/like• Timetable• Create trust, become the expert in your community• Repost/Retweet• Create a Strategy• Create a Policy• Measure• Use good viral techniques• Adhere to facebook’s terms and conditions

some useful guidelines

make sure

All your social media account ‘about’ sections, have links to all your other social media accounts and your

website

Flow of shared informationNewsletterMake sure your newsletter announces your social media activity

EmailsMake sure your emails have links to your social media accounts

PublicityMake sure all your printed publicity has all your social media accounts information

1. Identify your audience: age, location, community (current and potential)2. What do they use? Establish the way they currently communicate3. Decide the Social Media you want to use, ensure it is all easily accessible, ie links

from your website, links to each other social network on each social network etc)4. Listen and Lurk on those networks5. Identify what you want to say, what do you want from your users, what do you

want to give to them. How do you want to say it (tone etc)6. Move to join in the conversations, retweet and share7. Identify and link (like) with similar organisations to yourselves, start a culture of

redistributing information and keeping the flow going8. What will be your code of conduct, level of interaction?9. Create a social media policy (more do’s than don’ts eg do be honest etc)10. Create a social media strategy – Identify and train people to moderate,

redistribute information and elicit responses from users11. Identify an event to work towards, create a timeline of social media activity,

document and encourage community reporters

for absolute beginners

a practical overview

Post information to your ‘likers’

It will appear in theirnewsfeeds and if they

‘like’ it or commentit will appear on

the ticker to alltheir friends

basic intro to facebook pages

‘Like’ other pages and post onto them. The owners may repost to their ‘likers’

It will show on their page

Tweet using 140 charactersInclude a #

and a shortened URL

basic intro to twitter

Search Tweets for information using key words eg #art & #brighton

Follow peopleThey will follow you back

If people follow youfollow them back

Retweet@mention people

My Tweets Others Tweets

Bit.lyShorten your URL’s

bit.ly

mailchimp

1. Prep Checklist2. Checklist for strategy3. Campaign timeline4. Measuring document5. FB terms and conditions6. Strategy Template7. Policy Template8. SEO Checklist

Social Media Toolkit

Good Luck

THANK YOU

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