Increasing Visibility and Outreach with Facebook
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Transcript of Increasing Visibility and Outreach with Facebook
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Increasing Visibility and Outreach with Facebook
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Agenda to be covered• Why use Facebook?• Navigating our page• Content restrictions• Creating Social Content• Gaining Facebook Fans• Increasing visibility • Increasing engagement• Organizations to emulate• Q & A• Plus/Delta
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Why Facebook?• 500 million active users (half log-in daily and spend an
average of 55 min.)• Average user has 130 friends and becomes a fan of 2 pages
per month• 150 million users access Facebook through their
smartphones• Average user is connected to 80 community pages, groups
or events• 30 Billion pieces of content are shared each month
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Navigating our Page• Page name and URL should reflect the organization
• The profile photo should be the logo or recognizable image of the organization
• The about page should be populated with information about the organization
• http://www.facebook.com/home.php#!/bostonpartners
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Content Restrictions
• Facebook allows you to post just about anything, but that doesn’t mean you should!
• Keep content work appropriate, use clean language and be creative instead
• Posts are limited to 420 characters max, including characters in URLS
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Creating Social Content• Using externally-generated content
– Articles, info-graphics, video clips you did not create yourself– Only post if you think those that follow you will find the information
interesting or useful, relative to Boston Partners in Education.– Always include a comment about the posting that gives it context
relevant to your organization– Always keep Organization Mission Statement in Mind
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Internally Generated Content• Better then just reposting the content of others because it shares more
about what an organization does• Can be a time-suck if you’re not careful• Video-Easy way to get people engaged; If its compelling enough, people
will repost/share via their networks• Blog Posts-can easily be reposted via Facebook; great way to highlight the
work of volunteers, teachers and students
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Gaining Facebook Fans
Define your goals:-Who are you trying to reach? (volunteers, teachers, donors, parents)-Why are you trying to reach them? (connect with them about programs and services, and to share advice
and success stories)-What kind of information are you trying to convey through SM?
(Updates about events and fundraisers, information about successful volunteers, teachers, students)
- What is the benefit of using SM to get them this information vs. more traditional forms of communication (easier, faster, less expensive then traditional mailings, allows audience to be more interactive and share our content)
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Where our Fans are• Research what kind of social media presence similar organizations
have and steal their good ideas, but don’t repeat their bad ones• Look at who they’re reaching and with what kind of content• Strategize what is REASONABLE and REALISTIC to accomplish with
Social Media• Send an email about your SM pages to those in your email or
constant contact lists• Add a hyperlink to your office email signatures• Add FB/TW buttons to website• “Like” Similar organizations and post content to their walls
occasionally- only if relevant and useful to those that might see it• When posting an article on website or blog, add a ‘share” widget to
increase visibility of content
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Leveraging our networks
• Email lists, constant contact, salesforce,, donor/volunteer lists- if you have emails, you have potential followers!
• When posting new content, encourage employees (and yourself) to share via your personal contacts
• Ask organizations you partner with on projects to share via their networks
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Increasing Visibility• Tagging to increase visibility
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
• Thank” others to increase visibility
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
“Sharing” visibility- Its good Karma
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Increasing Engagement
• Ask for engagement. Ask Facebook Fans to repost, “like” or share some of our most interesting or noteworthy content. This is a great way to increase their engagement and introduce our content to their social networks.
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Post during peak times
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Be Concise
• Shorter posts are more likely to get a response
• Try to keep posts under 100 characters
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Ask Questions
• Ask a question when posting an article or blog post, or utilize the Facebook Questions Function for increased share-ability.
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Photos of events• Take photos at events and post them on Facebook
afterwards. During the event, encourage people to find us on Facebook and tag themselves in the event photos. This encourages people to “like” us, and also, all photos they are tagged in will show up in the newsfeeds of their social networks, increasing outreach.
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Be consistent
• Try to post regularly, at least 3 times a week.
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Organizations to emulate• Mass Mentoring Partnership• Strong Women, Strong Girls• SMILES Mentoring• Big Brothers Big Sisters of America• Boys and Girls Club of Worcester• Girls Incorporated of Holyoke• Big Sister Association of Greater Boston• Generations Incorporated• City Year Boston
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Questions?
Devin SmithAmeriCorps Ambassador of Mentoring
Social Media Outreach CoordinatorBoston Partners in [email protected]
Plus / Delta