Creating an Image Through Social Media - International Group Track Animal Care Expo 2013
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*This presentation was part of the Humane Society International track, so is more focused toward animal welfare organizations that work internationally. Learn how to interact with and cultivate your supporters on Facebook, Twitter, and other social media, as well as how to communicate with them in times of crisis. Learn how to use social media to successfully deliver a message, raise awareness, and generate the change you need for the animals in your country. We will share with you best practices and tips on how to be an effective social media communicator, as well as meet your goals whether they be fundraising, advocacy, event attendance, or customer service.
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Creating an Image Through Social Media - International Group Track Animal Care Expo 2013
- 1. PH Creating an Image Through Social Media #animalcareexpo “I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.” – Posted to our Facebook Page wall, January 2010
- 2. PH • Best practices for interacting with, and also cultivating supporters • How to communicate with them in times of crisis #animalcareexpo • Getting your message out on social media
- 3. PH #animalcareexpo • Everything we do online is tied to advocacy and fundraising • Our social media program is no exception • There is also a relationship building and customer service aspect to social media • The program complements and works in conjunction with our website and email • Take an integrated approach – social media is not a silver bullet Goals
- 4. PH #animalcareexpo Website Social network One way communication Two way communication Content generated in house Content generated by users Organization’s voice People’s voice Talking to people Talking with people Marketing Conversations Expect information Expect interaction
- 5. PH Best practices for interacting with, and also cultivating supporters • Cater to your audience • Every post is a reason to unlike your page. • Integration • Respond to everyone with a legitimate question • Be transparent #animalcareexpo
- 6. PH Cater to your audience! #animalcareexpo
- 11. PH Remember: Every post, is a reason to hide or unlike your page. #animalcareexpo
- 15. PH #animalcareexpo Now you have an image… But you need to keep it!
- 16. PH Part II The Dark Side of Social Media How to Communicate in Times of Crisis #animalcareexpo
- 17. Crisis is… • Natural or manmade disaster • PR Problems • Organized Attacks #animalcareexpo
- 18. Disasters Reuniting lost pets Garnering new supporters Getting information out Getting support #animalcareexpo
- 19. #animalcareexpo
- 20. Overview • Listening • Assessing • Responding • Moving On #animalcareexpo
- 21. Who is your online voice Your online presence, and the person answering it, is a “face” of your organization – make sure it’s a good one #animalcareexpo
- 22. Comments Personalize – Be human Tone – Address emotions Honesty – IDKLFO – I don’t know let me find out! Answer Everyone – Every post is an opportunity to engage #animalcareexpo
- 23. Protection Commenting Policy – have one! Make your policy known – and fair. If you delete something, tell your fans and tell them why Don’t delete because you disagree, only delete if it’s a violation – stay transparent. #animalcareexpo
- 24. Protection What’s in a commenting policy? • Namecalling • Personal attacks • Misinformation • Profanity • Spam • Promoting violence • Photos or videos of animal cruelty #animalcareexpo
- 25. Acknowledge, Rectify, and Move On #animalcareexpo
- 26. Haters are going to hate Not everyone is a hater Seize Opportunities to Learn & Educate #animalcareexpo
- 27. Look for Supporters -Who is supporting you online? -Acknowledge them, thank them -Build relationships #animalcareexpo
- 29. It Will Blow Over #animalcareexpo
- 31. Contact Information: Sarah Barnett sbarnett@humanesociety.org Twitter: @SarahHSUS facebook.com/ldcrf.sarah
Notes de l'éditeur
- Talk about how they can define it – money raised, adopted animals, fosters found,
- Talk about how they can define it – money raised, adopted animals, fosters found,
- Integrating donations – make sure there is a donation icon, using apps like Razoo, and others – make it easy for people to donate, and keep people on Facebook.
- Have an online campaign? Great, make sure its on Facebook it your audience responds wel to it.
- Have an online campaign? Great, make sure its on Facebook it your audience responds wel to it.
- Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.
- Facebook isn’t a silo or a place to dump content you can’t fit on your website. It IS a place to grow your community of supporters, and engage them.