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Social Media 110. Learning more about Facebook and Twitter. Agenda. Introduction What we’ve covered in the Social Media webinar series so far Agenda for this call Facebook How Facebook ranks your page
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Social Media 110 Learning more about Facebook and Twitter
Agenda Introduction • What we’ve covered in the Social Media webinar series so far • Agenda for this call Facebook • How Facebook ranks your page • Facebook Insights statistics - how and why to use them and what to look for • How to highlight or pin a post • How to engage your audience • Posting at optimal times • It's not all about you: becoming a content curator - how and whyTwitter • Hash tags and how/why to use them • How to write a good tweet • Techniques for building a twitter following Why do all of this? • Getting stories out about your good work • 6 degrees of separation - influencing the influencers
How FB ranks your page • Edge rank is the major factor that affects the visibility of your posts to a number of audiences. • This newsfeed filtering algorithm by Facebook determines the significance of updates to users. Posts that are important to users are shown, while insignificant ones are ignored. • This means you need to boost your edge rank, so you can maximize your posts' visibility in your fans' newsfeeds.
How can I help fans see my content? Instruct fans to:1. Go to your favorite Facebook Pages and hover over the “Like” Button.2. Make sure the “Show in News Feed” is checked.3. To organize your favorite pages and make it easier to view them, create a list of them by clicking “New List…”4. Now that your list is made, each time you visit a page, just add them to the list by hovering over the "Like" button. 5. Your lists will show up on your home page in the left hand sidebar under “Interests”. Click the list and browse through what is happening.
Insights Four metrics at the top of your Insights tab allow you to quickly assess the size and engagement of your audience: • Total Likes: The number of unique people who like your Page • Friends of Fans: The number of unique people who are friends with your fans, including your current fans. • Talking About This: The number of unique people who have created a story about your Page. A story is created when someone: • Likes your Page • Likes, comments on, or shares your Page post • Answers a question you've asked • Responds to your event • Mentions your Page • Tags your Page in a photo • Checks into or recommends your Place • Total Reach: The number of unique people who have seen any content associated with your Page
How can I use Insights to improve my page? The best way to get your audience to engage with your content and share it with friends is to understand what the people you’re reaching care about. With Page Insights, you can: • Assess the performance of your Page • Learn which content resonates with your audience • Optimize how you publish to your audience so that people will tell their friends about you For example, you can look at each of your posts and see the ones that are getting the most virality. Post more of this type of content if you want to increase the number of people talking about you.
How to highlight/pin a post You can highlight any post on your Page by starring it: • Hover over a story on your Page's timeline • Click ★ in the upper right corner • This allows you to feature the posts you think are important. When you star a post, it expands to widescreen. A pinned post always appears in the top left of a Page's timeline and has a flag in its top-right corner • Click the pencil icon in the upper-right corner of your Page's post • Select Pin to Top • Pinned posts stay at the top of your Facebook Page for 7 days. After that, the post returns to the date it was published on your Page’s timeline.
Engage your audience • Be consistent in posting on your Facebook page • Try to post relevant and interesting content instead of focusing only on promoting yourself • Use brief and meaningful words • Use calls-to-action in your posts • Ask Questions
Becoming a content curator Content curation is the organizing, filtering and making sense of information on the web and sharing the very best content with your network. • Seek good information from national and local partner organizations: look at your own newsfeeds … • Create an editorial calendar • Summarize or explain if necessary
Scheduling posts • Most sites say that the best time to post is 8p-7a on Wed and Sun; and only post 1-2 times/day. • You can prepare a post and schedule it to appear later by adding a date and time in the future before you post it. You can schedule a post up to 6 months in advance in 15-minute intervals. • Choose the type of post you want to add to your Page • Click the clock icon in the lower-left of the sharing tool • Choose the future year, month, day, hour and minute when you'd like your post to appear • Click Schedule
What’s a #hashtag? • The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It categorizes messages. • Clicking on a hashtagged word in any message shows you all other Tweets marked with that keyword. • If you Tweet with a hashtag on a public account, anyone who does a search for that hashtag may find your Tweet. • Helps define and build your audience
Writing a good tweet: Edit, Edit, Edit • Quality content is the essential ingredient • You only have 140 characters; so it has to be effective in a few words • Use hashtags • Use online services, such as bitly.com, to shorten your links. Share links with a very short and clear description so Tweeple know what to expect when they get there • Share your Tweet-stream with people you admire (RT them)
How to build a following • Complete your bio so people know who you are • Follow others: it’s not all about YOU • Engage your audience: ask questions, join conversations, be part of #chats • Put a human face on the issues • RT others and thank them for RT-ing you • Use a tool to gauge your activity: http://www.tweetstats.com/
Other resources • Beth Kanter http://www.bethkanter.org/ • John Haydon http://www.johnhaydon.com/ • Non profits on Facebook: https://www.facebook.com/nonprofits • Non profits on Twitter: @nonprofitorgs
Why do all of this? • Get stories out about the great work of F2FHICs and SAOs • Influencing others… • Fundraising • Connecting with more families • Collaborating with partners