DIGITAL STRATEGIES€¦ · 24/08/2018 · DIGITAL STRATEGIES Digital, Data and Technology Track 3...
Transcript of DIGITAL STRATEGIES€¦ · 24/08/2018 · DIGITAL STRATEGIES Digital, Data and Technology Track 3...
DIGITAL STRATEGIES
Digital, Data and Technology
Track 3 • 3:00pm-4:00pm
Juliana Jai Bolden Senior Director, Digital Advocacy Communications & Digital Media NAACP National Headquarters
Optimizing Your Social Media
GET OUR SOCIAL MEDIA TOOLKIT ON NAACP.ORG
naacp.org/civicengagement
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Know Your Devices and Your Rights (Hopefully) Before You Need Them
Technology is Allowing Eyewitnesses to Document Like Never Before
NAACP Youth & College IG post ahead of #NAACP Youth & College IG post ahead of #ShutItDownDCShutItDownDC
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Navigating the #FakeNews Era
•! Be a good digital citizen and check your sources.
•! Be aware: Tech tricks have progressed beyond Photoshop.
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
•! What are the key social media platforms now?
•! What does “optimize” mean?
•! #Goals: What are we aiming for when optimizing?
TODAY’S SESSION
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
You Don’t Have to Be Everywhere* – Just Be Aware of These
Major Social Networks •! Twitter
•! Snapchat
Other Platforms with Social-Community Aspects •! YouTube
•! Vimeo
•! Twitch
•! Dating Sites/Apps
•! Some Streaming Services
*This page is for awareness, not recommendations to engage. *This page is for awareness, not recommendations to engage.
Think about what “optimize” means
to make something as good, effective, or functional as possible with particular goals in mind
verb optimized; optimizing noun optimization
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
#Goals: What are we aiming for when optimizing?
Represent your brand in its best light: -! Good grammar, quality images—whatever that means for
your entity. Increase your audience reach -! Effective hashtags v. vanity hashtags -! Nurturing two-way relationships Bridge online and on-the-ground engagement—and GOTV Bridge online and on-the-ground engagement—and GOTV
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
•! Text
•! Photos
•! Video
•!Organic vs. Paid Media
TYPES OF CONTENT
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Text: Editing, Formatting and Tagging
Know What Messages are Best for Each Channel -! In the moment news updates -! Longer form Quality Counts -! Good grammar, spelling—and understand how to “break” those rules. -! Best quality images possible Increase your audience reach -! Hashtags: Effective beats vanity in crowded space. -! Nurture healthy two-way relationships, but in general leave “trolls” be
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Photos: Lighting, Tools, More
•! Good Lighting, Mindful of Background
•! Mobile App Tools for Editing
•! Twitter: Use In-Photo Tagging to Gain Message Space
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Video
•! Good Lighting, Mindful of Background
•! Bad Sound Can Wreck Good Video
•! For Most Folks: Speak a Little Slower than Usual
•! Go Live or Record-then-Post
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Organic vs. Paid Boosts/Ads
•! Organic (Unpaid) Reach is Shrinking
•! Effective Paid Boosts Require:
•! Time — Sometimes several days for setups and channel approvals, thanks to the #FakeNews era
•! Targeting
•! Testing
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Use Auto-Posting Tools Judiciously
HootSuite, Buffer, Sprout Social—all great time-savers BUT:
•! Do not set automatic post and “walk away.”
•! Monitor and know how to quickly pause activity.
•! For images especially, more tagging options going direct.
•! Utilize the feeds and analytics features.
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Get Social Media Image Size Guide on NAACP.org
naacp.org/bootcamp
Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018 Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018
Strategy Questions & Discussion