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Create a Social Media Plan for your Non-Profit or Business
Navigating the Online World
What to Expect
What you need to do to get started.How to create a social media plan.Hands-on practice.Tips on making it happen.
Social Media is not for Sissies
Social Media done right involves hard work and:StrategyThoughtPlanningConsistencyFollow up-ResponseAnalysis-Adjustment
Investment of time and/or money
Getting Started
What Do I Say Now?
Voice & Brand
Determine your Personna What is your brand Archetype?What is your messaging?What is ok and what is not?Will you be provacative? Funny? Formal?What are limits for photos? (show patrons/clients/donors?) Do you need permissions?
Know Your AudiencePrimary TargetAge/Income/Gender/Interests/GeographyMight be Multiple TargetsExisting AudienceSame CriteriaWhat does your audience want from you?InformationEntertainmentServicesFeel EngagedFeel Good/Be Recognized
Plan for the Month
Set Aside 4-8 Hours to create a plan and develop contentWrite down engagement goals for the month Do you want to gain new donors/sponsors/clients/visitors/audience?Engage current users moreBuild your listBring people through your doors?
Develop ContentProducts & ServicesEventsCreate Categories of PostsAssign Categories to daysSource ContentBuild CalendarAssign Content to a specific dayDevelop Specific PostSource photosPlan for Engagement
Seasonality/Programming/FundraisingWhat was happening last year at this time? What delivers the best results?Develop overarching theme or focus for the month
Products & Services Focus
Specific to your organizationA Specific PerformanceSpecific to your cause/area of concernThe x Anniversary of your organizationSpecific to your audienceThe Academy AwardsSpecific to your geographyChristmas lights in Straub Park
List Events for the Month
Create categories of Posts
Create 5 to 7 broad categories.
Match a category to a day of the week
Monday
TuesdayWednesday
Thursday
Friday
Example-mUSEUMGoal: Connect "fans" to an exhibition-promote engagement
Monday- ExhibitionTuesday- BiosWednesday-Art HistoryThursday-QuestionFriday- Weekend Events
Content Source Ideas?
Google AlertsTrade PublicationsPeople or Groups on TwitterWhite PapersYour Event CalendarIndustry ExpertsTestimonialsYour BlogYour E-mailsStaff
Where to Source Content
Brainstorm SessionsCustomersYour Photo LibraryYour ExperienceYour Team's ExperienceExpertsBlogs by OthersOther ideas?
Get Engaged
Engagement Means Getting Reaction
generate response
Get people talking about your organization.
Can you turn an idea into a question?
What will start a conversation?
Will it make people to pay attention?
Will it shock/amuse/provoke comment?
Get them to take action.
TELL THEM WHAT YOU WANT THEM TO DO! (Share/Like/Comment)
Provide Information that makes you important or interesting.
Grocer-RecipeTheater- Story Behind the story--special opportunities for fans (video interview with an artist)Museum-Art HistoryShelters-Tips and Tools
increase your value
Finish This Sentence...Share your thoughts and finish this sentence. When I hear Jazz I feel ...
When I volunteer I feel...
Ask A Question...
What was the first concert you ever attended?
Why do you donate to a cause?
Get Personal
Staff, Donors, Attendees
Recipes
Where to go. What to do
List your categories across each day of the week.Craft a different post for each category/day.Keep it short – 170 characters or less.
Build the Social Media Calendar
Your TurnGive it A Try!
Set up your daily posts
Set a time of day to load your posts on your social media platforms
Follow your calendar
Post Photos (or videos)
Schedule posts in advance to make life even easier.
Review
Determine GoalsSet CategoriesSource ContentDevelop CalendarPost ConsistentlyMeasure, Monitor, Tweak
Getting What You Want
Communicate regularly with person postingMonitor your pageGive input Think and plan aheadCheck your facts and spellingManage and engage with the professional who is handling your social media.Measure your results.Know what is working and do more of it.
TIPSLibrary of STUNNING imagesThe time of day is importantConsistencyDon't simply re-post stories-use a new photo"Like" other businesses and connect in.Create Social Media alliesGo offline to create partnerships
