Using Social Media for Advocacy

‘Stop and Reflect’ Exercises & Social Media Planning Tools

Using Social Media for Advocacy Page 2

The following exercises will form the basis of your Social Media Implementation Plan. Please review and

complete in your own time:

TOPIC 1: TWITTER ..............................................................................................................................3

Exercise 1: Twitter Vision and Strategy .................................................................................................... 3

Exercise 2: Twitter Set Up and the Basics ................................................................................................. 4

Exercise 3: Audience and Building Your Community ................................................................................ 5

Exercise 4: Evaluate your Content / Conversation approach ................................................................... 6

Exercise 5: Twitter Applications ................................................................................................................ 8

Exercise 6: Performance Management ..................................................................................................... 9

Exercise 7: Organization, People and Resource Issues ............................................................................. 9

TOPIC 2: FACEBOOK ......................................................................................................................... 10

Exercise 1: Facebook Vision and Strategy ............................................................................................... 10

Exercise 2: Facebook Set Up and the Basics ........................................................................................... 11

Exercise 3: Audience and Building Your Community ............................................................................ 12

Exercise 4: Evaluate your Content / Conversation approach ................................................................. 13

Exercise 5: Management of Facebook .................................................................................................... 15

Exercise 6: Performance Management ................................................................................................... 16

Exercise 7: Organization, People and Resource Issues ........................................................................... 16

TOPIC 3: LINKEDIN ........................................................................................................................... 17

Exercise 1: Key insights ........................................................................................................................... 17

CHANNEL TEMPLATE ........................................................................................................................ 18

Vision and Strategy for _________________________ ......................................................................... 18

Channel Actions ...................................................................................................................................... 19

Performance Measurement .................................................................................................................... 21

Organization, Resources and People ...................................................................................................... 22

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TOPIC 1: TWITTER

Exercise 1: Twitter Vision and Strategy

What do you want to use it for?

What benefits do you hope to derive?

How will Twitter help you achieve your core objectives?

How will you measure on-going channel performance? What are your targets?

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Exercise 2: Twitter Set Up and the Basics

Yes / No

a) Have you set up a twitter account for your PTA?

b) Are you happy with the content of your profile

c) Are you happy with the design of your page

d) Do you understand the basic layout of a twitter page e.g. Home Page,Profile, Messages, Who to Follow, Account Settings, Search etc

e) Do you understand the following terms:• Tweets• Retweets (RT)• @reply• Direct message• Hashtags #• Follow/unfollow; following/followers• Lists

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Exercise 3: Customers and Building Your Community

Who are your key audiences – who do you wish to engage with on Twitter?

Start by ‘following’! Aim to follow 50-100 ‘relevant’ people – use ‘search’and ‘directories’ and #topic to

find relevant tweets.

Search tools

Twitter Search

http://search.twitter.com/search

TweetDeck

http://www.tweetdeck.com/

Bing

http://www.bing.com/twitter

Social Media Monitoring

Topsy www.topsy.com Social Mention www.socialmention.com Google Alerts www.google.com/alerts

Directories

We Follow

http://wefollow.com

Twellow

http://www.twellow.com/

Twibs

http://www.twibs.com

Twitterati

http://twittorati.com/

Yes / No

a) Do you now follow relevant individuals for your business or organisation?

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Exercise 4: Evaluate your Content / Conversation approach

What do you do well?

What could you do better?

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Use the following template to map out a Content Plan for Twitter (this can be as detailed or high level as you like).

Twitter Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics / #Hashtags

Tweet Types (update, video, image)

Own/Other Peoples Content (Retweets)

Sources of Inspiration

Replies / DMs

Any comments

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Exercise 5: Twitter Applications

Review and evaluate some of the Twitter Tools and Applications listed here - www.energise2-

0.com/2011/02/04/a-list-of-useful-twitter-applications/

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Also, and if you haven’t already done so, choose one of the following applications and become familiar

with it, using it to carry out some of the common actions – Tweet, Retweet, Direct Message, @Reply and

so on. Try the same application on your desktop and your mobile phone.

Choose one of the following tools:

Desktop (Y/N) Mobile (Y/N)

a) Have you used TweetDeckhttp://www.tweetdeck.com/ on your…

b) Have you used Seesmichttp://www.seesmic.com/ on your…

c) Have you used Hootsuitehttp://hootsuite.com/ on your…

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Exercise 6: Performance Management

Use one or more of the following tools to monitor the performance of a twitter account of your own

choice adding important findings and implications in the box below.

Klout http://klout.com/

Topsy http://analytics.topsy.com

Export.ly http://export.ly

TweetStats http://tweetstats.com

What Conclusions have you drawn?

Exercise 7: Organization, People and Resource Issues

Do you have the right organizational ‘culture’ and ‘mindset’ for this channel to succeed? How will

the channel be managed and resourced? Policies and Guidelines?

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TOPIC 2: FACEBOOK

Exercise 1: Facebook Vision and Strategy

What do you want to use it for?

What benefits do you hope to derive?

How will Facebook help you achieve your core objectives?

How will you measure on-going channel performance? What are your targets?

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Exercise 2: Facebook Set Up and the Basics

Please check the following: Yes / No

a) Have you set-up a Facebook Page for your PTA? If not, please go to www.facebook.com/pages

b) Are you happy with your page in the following areas: Category/ page name

Image

Photo Showcase

Default Filter

Admin View

Settings

Basic Information

Permissions

f) Do you understand the following?

Customised Landing Page

Navigation Tabs

Facebook Insights

Suggest to Friends

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Exercise 3: Customers and Building Your Community

Who are your key audiences– who do you wish to engage with on Facebook?

After the session, you may wish to check some of the following Community

Building techniques:

Yes / No

Invite friends by email using ‘Invite Friends’

‘Suggest to Friends’

Embed Facebook widget/link on your web site/blog

Invite your email/ezine subscribers

Add social media profiles to your email signature file

The potential for running an incentivised Facebook Advert

Add page link/badge to your profile page

Actively participate in relevant groups/pages – tagging your post

Offline marketing of your Facebook Page

Think about the best way of creating a viral campaign

Remember once you reach 25 ‘likers’, register your own uniqueaddress – www.facebook.com/username

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Exercise 4: Evaluate your Content / Conversation approach

What do you do well?

What could you do better?

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Use the following template to map out a Content Plan for Facebook (this can be as detailed or high level as you like).

Facebook Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics

Post Types (update, video, image)

Own/Other Peoples Content (OPC)

Sources of Inspiration

Participation in other groups/ pages

Any comments

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Exercise 5: Management of Facebook

You can manage your Facebook account from the native Facebook platform or from a small number of

other applications. Choose one of the following applications and become familiar with it, using it to carry

out some of the common actions – Post, Delete Post, Like, Comment, and so on. Try the application on

your desktop.

Choose one of the following tools:

Desktop or

Browser (Y/N)

a) Have you used Hootsuitehttp://hootsuite.com/ on your…

b) Have you used TweetDeckhttp://www.tweetdeck.com/ on your…

c) Have you used MediaFeediahttp://mediafeedia.com on your…

d) Have you used HyperAlertshttp://www.hyperalerts.no/ on your…

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Exercise 6: Performance Management

Use one or more of the following tools to monitor the performance of your Facebook Page adding

important findings and implications in the box below.

Facebook Insights http://www.facebook.com

Social Baker http://www.socialbakers.com

Hootsuite http://hootsuite.com/

Export.ly http://export.ly

What conclusions have you drawn?

Exercise 7: Organization, People and Resource Issues

Do you have the right organizational ‘culture’ and ‘mindset’ for this channel to succeed? How will

the channel be managed and resourced? Policies and Guidelines?

Add Comments here

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TOPIC 3: LINKEDIN

Exercise 1: Key insights

Please note the key areas of learning for Linkedin

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CHANNEL TEMPLATE

Vision and Strategy for _________________________

What do you want to use it for?

What benefits do you hope to derive?

How will _____________ help you achieve your core objectives?

How will you measure on-going channel performance? What are your targets?

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Channel Actions

List key Set-Up tasks

Who are your key audiences – with whom do you wish to engage through _________________?

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Use the following template to map out a Content Plan (this can be as detailed or high level as you like).

Content Plan

Content Weekly Summary

Daily

S M T W T F S

Frequency

Tone/Theme

Topics

Post Types (update, video, image)

Own/Other Peoples Content (OPC)

Sources of Inspiration

Participation in other native places

Any comments

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Which Management Tools will you use here?

Performance Measurement

What Performance Tools have you/ will you use and what conclusions have you drawn?

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Organization, Resources and People

Do you have the right organizational ‘culture’ and ‘mindset’ for this channel to succeed? How will

the channel be managed and resourced? Policies and Guidelines?

Add Comments here