This document discusses using content effectively across social media channels, noting that content should be coordinated across websites, blogs, email newsletters, print materials and mobile. It provides examples of creating monthly content menus and evaluating content performance based on metrics like reach and engagement. Nonprofits are encouraged to plan out content in advance and then analyze what types of content are most effective for their organization.
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Content for Facebook
1. Peer Exchange Group 1:
Stealth Measurement:
Using Social Media Effectively:
One Channel Focus
Content
October 28, 2011
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
2. Welcome!
If you experience any technical difficulties
logging into the system, please contact
Ready/Talk Customer support:
800.843.9166
Please use *6 to Mute your conference
line
While we are waiting, play with the chat:
What’s something you learned about
engaging people on Facebook?
3. This call is being
recorded
*2
Flickr Photo
by Malinki
4. Peer Exchange Group 1:
Stealth Measurement:
Using Social Media Effectively:
One Channel Focus
Content
October 28, 2011
Beth Kanter,
Visiting Scholar, Social Media and Nonprofits
The David and Lucile Packard Foundation
Organizational Effectiveness Program
5. On The“wikito Today your reflections
Don’t forget jot down
in your
Call
journal”
Beth Kanter Becky Jain
6. Agenda
Intros/Reminders
Principle #4: Content
Peer Discussion
Next Session
Reflection
Quick Roll Call
Twitter Hashtag: #measurenp
7. Quick Reminders
Groups 1a at 11:00 am
Groups 1b at 1:00 pm
Switch groups: OK
Missed Session:
Listen to Recording
Multiple people from organization can
participate, tag team – be prepared
Do your homework – light and easy!
Write in your wiki journals
Facebook Stealth Measurement Group
8. •A social media policy provides the rule book for all staff to participate through personal use
•Organizational guidelines for official spokespersons and department presence
•Community guidelines for online discussions and posts
•Allocates enough staff time for oversight and implementation
•Implementation time is effective and efficient
Quick Review:
Principle #3:
Recruitment and Engagement
Ladder of Engagement on Facebook
Cross Promote All Channels
Staff and volunteers can help recruit
Custom Landing Tab
22 Recruitment Tactics
Engagement: Open-Ended Questions, Brevity,
Photos, and humor
Preventing Engagement Drops: Don’t Just Talk
About You
Always be commenting
9. Type into the chat:
What recruitment tactics
did you try?
What engagement tactics
did you try?
What worked? What didn’t?
12. Coordinated Content
Website/Blog
Enewsletter
Email
Print
Mobile
Image: marketwire
Slide Source: John Kenyon
http://johnkenyon.typepad.com/
13. Content Flow Example - Event
Slide Source: John Kenyon
http://johnkenyon.typepad.com/
Event Two Weeks
Save
Registration One Week Event
the date
Now Open left Thank You
Website Where, Why Registration Registration Quotes
Comments
Email/
Enewsletter Pictures/
Videos
Facebook/
Twitter/ Next
etc. Event
Print Postcard Newsletter Reminder Newsletter
25. Has to be in align with your SMART
objectives ….
26. Content As Food Preparation: The Shopping List and Pantry
What can be chopped into small
pieces?
27. Monthly Menus
Month Content/Type Topic
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Friday Question
28. Restaurant Critic
Month Content/Type Topic Reach Virility
Monday Question
Tuesday Photo
Wednesday Video
Thursday Link
Reach = The number of
Friday Question
unique people who have
seen your post
Monday Question
Tuesday Photo
Virility = The percentage
Wednesday Video
of people who engaged
Thursday Link
out of total reach
Friday Question
29. 1. Look for Pattern
2. Look at Reach
3. Look at Virility
4. Spreadsheet
weekly
32. Next Session: October 28, 2011
11:00 am PST
1:00 pm PST
Topic: Brand Ambassadors
Homework: Write in the wiki journal. Plan a
month’s worth of content and implement and track.
Go back and analyze how your content for the month
of September did – based on per post metrics.
WORKSHEET on the WIKI
Reflection: What are your next steps?
Editor's Notes
http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
Beth will read list of participantsBeth will introduce herself“The last few calls I realized that it was hard for me to moderate, work the software, take notes, read the chat and present. So, I’m lucky to have recruited a fabulous co-moderator, Becky Jain. She is going to help me with the back channel – the chat.Becky is a blogger and active on many social media communities. After studying at Wesleyan and the London School of Economics, she came to India to live with her husband, and to work in the development sector. She recently moved to back to the US and in NYC.Say hello!
This is our agenda – we’ll pause along the way for questions.
Remember that application you filed out, here’s a summary of group compositionIf I had to say one word about the group: DiversityWide range of budget sizes, different program areas of the Foundation …..That should enrich our work together, hopefully. One thing we have in common -You all have gone beyond the beginner stage in social media and looking to refine your work through measurement or figure out how to document results.