Social Media 101prepared exclusively for:

By: Jeannine Kennedy, Editor

Social Media – What is it?

Anywhere people congregate online to discuss content and socialize should be considered social media.•Social networks (Facebook, Twitter, etc.)•Blogs•Forums

Social Media Content Guidelines

• Information, tips & practical advice• Link to newsletter and event registration• Polls and surveys (prepare to share info)• Blogs and websites of others you support• Videos, photos and podcasts• Links to relevant content that you find• Thought provoking discussion to invite

dialogue

Social Media Content Guidelines(continued)

• Stay positive• Always respond, say “Thank You”,

etc.• Answer questions• If commenters become negative,

follow up in a private message

Social Media Content Don’t’s

• Don’t pitch• Don’t overly self-promote• Do not offer incentives for reviews

or sharing• Be careful with sharing controversial

opinion related content

Social Media – Where?

Where will we find users online? These are known as social media channels.

Others: Tumblr, Vine, StumbleUponDifferent networks = different audiences

Social Media – When to share?

• Time of day really matters• Most are active during leisure/down

timeslike breakfast, lunch, dinner, primetime, late night and weekends

• Posting during these times increases chances your content will be seen and engaged with

Why use Social Media?

• Reach new followers• Build a loyal following/relationship

building• Help members stay connected• Promote publications, events and staff• Raise awareness, stimulate discussion• Recruit and fundraise

Social Media-Ultimate Why’s

• Drive traffic to the website/increase the website’s search engine optimization

• Encourage women to attend Church 4 Chicks Events/interact with us

• Encourage women to seek a personal relationship with Jesus Christ

Channel #1: Facebook

• More than 1 billion monthly active users

• More than 61% of active users log on any given day

• Half-life of a Facebook link is 3.2 hours

• On average, 16% of page/user posts get seen by fans/friends

Facebook – Best Practices

• Select posts based on the likelihood to start conversations, ask questions or give a “call to action”

• 1 – 2 posts per day is recommended, mixing in status posts, photo & video posts, and link posts. This is called “rich media” – use it whenever possible!

• Be human, not “businessy”• Keep status updates short & sweet• Tag links with bit.ly• Use the 80/20 Principle: 80% of content should be

about common interests of your fan base. 20% can be directly related to your brand.

Facebook Algorithm Factors:

Algorithm: noun A set of steps that are followed to solve a mathematical problem or to complete a computer process.•If you like every post by a page, it will show you more from that page•If everyone on Facebook that sees a post ignores it or complains, you are less likely to see that post•If you always like photos, there is a better chance you will see a photo posted by a page•Used to keep your newsfeed manageable, it hides content that Facebook feels you may skip over•Average Facebook pages rank low in algorithms, so 50-70% of fans never see the content in their newsfeeds

Interesting Facebook Info:

• 96% of fans never revisit a fan page once they have “liked” them, so when they see your info in their newsfeed and do nothing (no likes, comments, shares), the algorithms starts to filter on future newsfeeds

• Content that attracts your fans’ attention is gold!

• 38% of mobile users look at photos on Facebook• Post + Video = 100% more engagement• Post + Photo = 120% more engagement• Post + Photo Album = 180% more engagement

Facebook Insights:

• Total impressions count everything, what matters is unique impressions, which only counts an individual visitor once in a day.

• Unique impressions/Total Fans = X

Average Fan page reaches X% of their fan base.

Facebook News Feed Optimization (NFO)

• Write for the “like”• Ask questions to encourage comments• Post frequent updates (but not too

frequent)• Interation is key – average facebook

user has 130 friends. If 100 people “like” your post, there is potential for 13,000 views

• Focus on actions that impact NFO: likes, comments and shares!

Channel #2: Twitter

Twitter is a microblogging service, social network, real-time information network and social search engine all rolled into one.

It is another channel in which people share what is on their minds, in this case, by using 140 characters or less.

Think of Twitter as a giant party – you may want to start conversations with some and avoid others.

Channel #2: Twitter

• 288 million active users (source: Global Web Index – Feb. 2013)

• 88% of users follow at least one brand• 40% of active users don’t tweet, they just

read other tweets• 92.4% of the retweets happen within the

first hour• Half-life of a Twitter link is 2.8 hours• Tweets are on screens for about 45

seconds, but if indexed, remain online forever

Anatomy of a good Tweet:

A site featuring YOUR mobile phone pics, My Pixelated World: http://bit.ly/ajPU4z Check it out! Created by #SFSU student @danielgamberg

•Shortened URL•Call to action•Hashtag•@ mention•Leave room for RT @YourUsername

Twitter Best Practices• 3 – 5 tweets per day is a good number for non-

profits, unless a big event/announcement is released or forthcoming

• If people reply, answer them• Use hashtags sparingly, usually only when you

need to group tweets together, or want your tweets to be part of a larger conversation.

• Tag other Twitter accounts in your tweets.• Be clear in your intent – it is hard to convey

emotion in 140 characters!• Include photos or links when you can.• Create compelling copy – think of witty tweets

that will capture attention.

How can Twitter help?

• Promote events• Share news coverage• Build relationships by retweeting

and promoting others• Share links to interesting info & ask

feedback• Tweet a survey or poll• Send a DM to make a connection

Twitter Hashtags:

Hashtags are a way to create groupings on Twitter.Frequently used for conferences, major news topics, people, places, things.Use sparingly!Examples:•#awaken2014•#Church4Chicks

Overuse of Hashtags

Hilarious SNL skit by Jimmy Fallon & Justin Timberlake on hashtags!!

Twitter Lingo:

• RT: Retweet (sharing another’s tweet)• DM: Direct Message• FF: Follow Friday, recommend others

follow someone• MM: Music Monday, recommend

music to your followers• TBT: Throw back Thursday, share a

photo from your past with followers

Twitter Apps:

You can access Twitter via desktop or mobile phone apps.

Two apps I recommend are:•Hootsuite•Tweetdeck

LUNCH BREAK!!

Channel #3: Instagram

• 100 million active users• 40 million images uploaded every

day• Can help your organization by:– Engagement– Customer service– Promotion

Instagram Best Practices:

• Tell your story visually by using beautiful imagery or humor

• Watch your frequency• Same username as your Twitter

handle• Use hashtags when applicable

Channel #4: Pinterest

Pinterest is like a virtual bulletin or cork board that allows users to find and curate images and videos.

Unlike other photo sharing sites, the emphasis here is on the discovery and curation of other people’s content, not just storing your own.

Pinterest Benefits:

• Currently drives more traffic to web sites that Google+, Youtube, and LinkedIn combined.

• Try using as an individual first, then work on business account so you know your way around.

C4C Social Media Team• Need a Channel Plan

– Add channel icons to newsletter & website/blog– Each socal channel has a best use case– Decide what will go where and when

• Each One Teach One – who will you help?

Social Media Housekeeping

• Use settings in Instagram to feed your posts to Facebook & Twitter

• Use settings in Pinterest to feed your posts to Facebook

• Monitor your name, your brand using Google Alerts

• Sourcing content: always give a link to photogs and outside sources

• Going overboard on Social Media? Put measures in place to protect you from yourself – I use an app called StayFocused to limit my daily usage

Church 4 Chicks Accounts:

• Facebook – Church 4 Chicks• Twitter - @Church4Chicks• Instagram – ??• Pinterest – Church4Chicks

Jeannine’s Accounts:

• Facebook: Jeannine Nix Kennedy• Twitter: @StylishPlanner• Pinterest: StylishPlanner• Instagram: Stylish Planner

Jeannine’s Follow Recommendations:

• Middle Places (Facebook & Blog)• Jen Hatmaker (Facebook, Blog, Instagram)• Ann Voskamp (Facebook, Blog, Instagram,

Pinterest)• Shelley Giglio (Instagram)• Christy Nockels (Instagram)• Courtney Pray (Facebook & Instagram)• Rebecca Lyons (Instagram)• Jenni Allen (Instagram)• If: Gathering (Facebook, Instagram, Blog)

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