Nonprofit Social MediaCrash CourseBAD SOCIAL MEDIA IS WORSE THAN NO SOCIAL MEDIA

Presented by Kyle Turpin

Before You Begin

Examine/build your website. Social media is a tool, not an answer. Don’t forget – this is about your mission, not

your organization.

Before You Begin

Before You Begin

Number 1 Tip – Hire/appoint a dedicated social media manager.► Writing and Grammar.► Customer Service.► Graphic Design.

Don’t Just ‘Dive Right In’

Don’t Just ‘Dive Right In’ Perform a social media audit.

Where do you want to be? Where do you exist? Claim and monitor, or actively manage. Develop policy for

each network. Decide on a handle. Test drive unfamiliar accounts – learn function and etiquette.

Don’t Just ‘Dive Right In’ Perform a social media audit.

Where do you want to be? Where do you exist? Claim and monitor, or actively manage. Develop policy for

each network. Decide on a handle. Test drive unfamiliar accounts – learn function and etiquette.

Create profiles. Fill out every section. Install mobile apps.

Don’t Just ‘Dive Right In’ Perform a social media audit.

Where do you want to be? Where do you exist? Claim and monitor, or actively manage. Develop policy for

each network. Decide on a handle. Test drive unfamiliar accounts – learn function and etiquette.

Create profiles. Fill out every section. Install mobile apps.

Stay current – platform and algorithm changes, new platforms.Reddit, Social Media Examiner, Jon Loomer

Plan Your Attack

Plan Your Attack Use a scheduling tool.

Plan future posts, identify holes in marketing, post during optimum times.

Test everything, collect data – platform insights, or other social media management tools.

Hootsuite, Buffer, Everypost, SocialDraft, SocialReport, AgoraPulse, Sprout Social, Schedugram, Google Calendar.

Plan Your Attack Use a scheduling tool.

Plan future posts, identify holes in marketing, post during optimum times.

Test everything, collect data – platform insights, or other social media management tools.

Hootsuite, Buffer, Everypost, SocialDraft, SocialReport, AgoraPulse, Sprout Social, Schedugram, Google Calendar.

Don’t automate everything. Cross-posting. “The Dump.” Tailor posts to each network’s unique voice. Be flexible and pay attention to trends.

Content Is King

Content Is King Take time to create effective content.

Content Is King Take time to create effective content.

Social is not print – repurpose materials, but don’t reuse. Get quality images and optimize. When in doubt, use 1600px

x 800px, with 160px padding on each side. Reduce file size. Triple-check for grammar, spelling, and effectiveness. Stay

concise. Speak to your target audience. Create long-form content, share bits to social. Blog, podcast,

video, white papers, landing pages, other lead-generators. THIS IS NOT A GOOD WAY TO POST!!!!!! (caps lock =

shouting)

Content Is King Take time to create effective content.

Social is not print – repurpose materials, but don’t reuse. Get quality images and optimize. When in doubt, use 1600px

x 800px, with 160px padding on each side. Reduce file size. Triple-check for grammar, spelling, and effectiveness. Stay

concise. Speak to your target audience. Create long-form content, share bits to social. Blog, podcast,

video, white papers, landing pages, other lead-generators. THIS IS NOT A GOOD WAY TO POST!!!!!! (caps lock =

shouting) Tools

Photoshop, Canva, Gimp, Giphy, Pixabay, Shutterstock, iStock, Google Images (with correct licensing filters).

Pay to Play

Pay to Play

Social advertising budget is necessary. Focus on Facebook Ads.

Don’t just boost – use Ads Manager, multiple ads. Improve targeting with custom audiences from email list,

website visits, page engagement. Create look-alike audiences. Limit text to 20% or less.

Pay to Play

Social advertising budget is necessary. Focus on Facebook Ads.

Don’t just boost – use Ads Manager, multiple ads. Improve targeting with custom audiences from email list,

website visits, page engagement. Create look-alike audiences. Limit text to 20% or less.

$5.00 Twitter Ad can reveal interests for additional Facebook audiences.

Pay to Play

Social advertising budget is necessary. Focus on Facebook Ads.

Don’t just boost – use Ads Manager, multiple ads. Improve targeting with custom audiences from email list,

website visits, page engagement. Create look-alike audiences. Limit text to 20% or less.

$5.00 Twitter Ad can reveal interests for additional Facebook audiences.

If all else fails, pay your cat tax.

Don’t Oversell

Don’t Oversell Facebook penalizes for too many promotional

posts. Organic reach will suffer during ad campaigns – be

prepared to boost.

Don’t Oversell Facebook penalizes for too many promotional posts.

Organic reach will suffer during ad campaigns – be prepared to boost.

Cater to most engaged audience. Play to emotions – sell a feeling, not a product. Inspirational stories.

Facebook penalizes for too many promotional posts. Organic reach will suffer during ad campaigns – be prepared to boost.

Cater to most engaged audience. Play to emotions – sell a feeling, not a product. Inspirational stories.

Be genuine - promote cause, not organization. Get permission and releases.

Don’t Oversell

Don’t Oversell Facebook penalizes for too many promotional posts.

Organic reach will suffer during ad campaigns – be prepared to boost. Cater to most engaged audience.

Play to emotions – sell a feeling, not a product. Inspirational stories.

Be genuine - promote cause, not organization. Get permission and releases.

Curate content. DrumUp, Reddit, BuzzSumo, Klout.

Facebook penalizes for too many promotional posts. Organic reach will suffer during ad campaigns – be prepared to boost.

Cater to most engaged audience. Play to emotions – sell a feeling, not a product. Inspirational stories.

Be genuine - promote cause, not organization. Get permission and releases.

Curate content. DrumUp, Reddit, BuzzSumo, Klout.

Participate in your community. Share, retweet, link, tag, comment. Identify brand ambassadors. Encourage board members to share.

Don’t Oversell

Beyond the Basics

Power Editor for dark posts and evergreen content. Google Analytics and utm tags for tracking. FB pixel for conversion tracking. Open Graph Tags and Twitter Cards on website. Contests and Offers – know the rules. Asking to share for an entry is

against FB terms. Live Video. Instant Articles and Canvas. Influencers and Account Takeovers. Trending stories and hashtag hijacking. Snapchat Filters.