Are you reluctant to start using social media? It can seem intimidating or irrelevant, but this session will show you how social media can help your club attract new members, build partnerships, and transform your events.

1. Social Media – RPIC Team Training
Social Media 101
2016 Rotary Convention - Korea
31 May 2016
Andy Sternberg - Manager, Social & Digital Media
Tom McVey – Social & Digital Media Specialist

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What We’re Covering Today
1. Getting started: Social Media Starts with You
2. Establishing & Managing Social Media Channels
3. Creating Shareable Content

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The Big Picture
• Great social media starts with you – your personal social profile
– You can support and raise awareness of Rotary’s and your club’s efforts by sharing
content from your personal social channels
– The first step to gaining familiarity and competency in managing your club’s social
media presence is to engage with social media personally
• Social media can play a critical role in driving your organization’s
communications and priorities
• Social media can and should be a place where audiences interact, learn from
and influence one another
• Maintaining an engaged presence on social channels helps to:
– Increase Rotary awareness, recognition and loyalty
– Drive recruitment and donations
– Build relationships with both Rotary members and the general public
– Reinforce community and public relations
– Gain key audience insights

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Getting Started: Social Media Starts with You

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Getting Started: Key Accounts to Follow
Rotary International Channels to Follow
Rotary International
John Hewko
End Polio Now
Rotaract
@Rotary
@JohnHewko
@EndPolioNow
@Rotaract
@rotaryinternationalRotary International Rotary International
video.rotary.org

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Getting Started: An Overview of Channels
Social “Bulletin Board.” Facebook reaches internet users of all ages, providing broad reach among
current and potential members.
Real-Time Newsfeed and Aggregator. Users look to Twitter for networking and real-time
sharing of events and trending topics. It is popular among 18-29-year-olds, making it an effective way
to reach young professionals.
Online Video Channel. Although YouTube initially appealed to teenagers, 50% of current users are
over 35, and 41% have taken an action after viewing a video.
Professional Networker, Industry Discussion Facilitator. Company pages and groups appeal
to current and potential members, particularly professionals who seek to network, improve their
business practices, and increase their industry knowledge base.
Visual Storyteller. Instagram users, predominantly ages 18-29, enjoy behind-the-scenes-style
photos from individuals and brands they share common interests with.

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Audience: Who is on Social Media?
Members and friends of Rotary are active in social media and use it to:
• Connect to each other
• Follow relevant news and
• Support and influence action at the local and global level
The Audience - Who We’re Engaging With:
1. Rotary Members
2. Donors
3. Media
4. Key Partners and Influencers
5. Fans / Followers (Prospective Members & Donors)
6. The General Public

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A great way to gain proficiency in managing social media is to engage with it personally.
Actively share all the great work your club and Rotary is doing on a regular basis! You’re a
part of Rotary’s success and you should be proud to share. To help you get started, here are a
few tips:
Like, Comment
& Share
• Visit Rotary’s social
channels on a regular
basis to engage with
content that
resonates with you
and you are most
excited to share with
your social
communities.
Be Yourself
• When sharing
content, speak with
your own voice.
• ‘Proud to be a part
of this....’
• ‘My Rotary Club....’
Keep It Simple
• Let the project do the
talking and keep copy
to the point when
sharing on social
media.
• If you add your own
voice, keep it to 1-2
sentences.
• Consider using
hashtags when
sharing on Twitter
and Instagram.
Some commonly
used Rotary
hashtags include:
• #Rotary
• #endpolio
Be Mindful
• ALWAYS be mindful
and considerate
before you comment
or share to ensure
what you are sharing
is respectful to your
club and the
organization.
Getting Started: Engage with Social Media Personally

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Finding Content to Share to Your Profile
Sources of Content
• Rotary Channels
– Find content to share from Rotary International social channels (see above for list of Rotary channels)
• Trusted Partners or Organizations
– Sharing content from other trusted people or organizations is a great way to keep your channel active
• People in Your Club/Zone/District
– The people that are in your organization are great sources of content. They are often capturing and
creating their own content. Sharing this type of content helps give your broader audience a sense of the
activities and vibrancy of your organization.
Notes on Sharing
• When you share content, try to add an appropriate comment that connects it to yourself or your
club/district/zone. Your point of view on what you are sharing adds value.
• Be careful not to over-do the amount of content you share. What you post from your account
should be a balance of your own original content as well as posts that are shared from trusted
channels.

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Sharing Social Content –Examples and Tools
Facebook:
• Functionality includes ability to
Like, Comment or Share an
individual post
• When commenting or sharing,
consider tagging others or using
hashtags
• This example showcases how
you can apply your own voice
and add appropriate hashtags
when sharing on your page.
Original Post Copy
Copy Added When Shared

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Sharing Social Content –Examples and Tools
Twitter:
• Functionality includes
ability to Reply, Retweet or
Like an individual post
• This example showcases
how the post appears when
you Retweet with your
handle.
Original Post Copy
Symbol and name Added
When Retweeted

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Sharing Social Content –Examples and Tools
LinkedIn:
• Functionality includes
ability to Like, Comment or
Share an individual post
• This example showcases
how individuals positively
engaged by commenting on
an individual post.
Original Post Copy
Examples of Comments

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Establishing & Managing Social Channels

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Managing Your Social Channels
• Creating original content -
visually appealing images
and compelling statements
about your club’s, district’s,
zone’s activities
• Answering questions about
your organization in a timely
way
• Monitoring for any sensitive
comments/inquiries that
may arise on the page
Content Creation
Establishing a Page for your organization is just the first step. In order to maintain an active
social channel, focus your efforts on three main areas.
Three main areas of managing your social channel:
Engaging Your Audience Monitoring Your Page
• Acknowledging a user’s
positive comment by
engaging (like or reply) with
them in return
• Engaging with your
audience’s or partner’s social
media content. This can take
the form of likes, comments,
or shares
• Using Facebook Events to
help raise awareness and
invite the public to your
planned events

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Content Creation – Writing Guidelines
• When preparing to post on your club/district/zone on your social channels, be sure to
tailor your sentences to an appropriate length.
• Your audience’s attention span will vary per channel and you want to write just enough
for them to understand your message. If you write too much, your audience may find it
overwhelming or uninteresting.
• Below are some suggestions on ideal character length. As you post more frequently, gauge
whether your audience responds (likes or shares) better to short or long posts—and
adjust accordingly.
Suggested Post Length:
• 1 – 2 sentences
per post
• 70 – 100
characters per
tweet saves room
for followers to
retweet
• 140 character
max
• Character limit
includes links
AND pictures
(approx. 15
characters each)
• 1 – 2 sentences
per post
• 1 – 4 sentences
per post
Facebook Twitter LinkedIn Instagram

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Social Media Membership Recruitment Examples

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Social Media Project Examples

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Social Media Fundraising Examples

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Engagement
When engaging on our social channels, aim to do at least one of the
following:
• Amplify the positives
– Leverage posts that have value to the brand, speak well of ROTARY, and advance the
conversation around key messages
• Correct inaccuracies
– Provide grounded information and resources that are credible and trusted
• Leave opinions as opinions
– Do not try to sway or impose opinions on others
• Flag and report detractors
– Follow what negatives are being discussed
• Encourage sharing
– Ask open-ended questions to provoke sharing of personal opinions and experiences

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Monitoring
It is important to monitor your social channels regularly to respond
to any comments or questions.
• Membership Inquiries
– To foster an inclusive image of Rotary, be responsive to questions about joining your club. A
good place to direct general inquiries is rotary.org/join
• Questions about your post
– If people are asking for more details about one of your posts, respond with accurate
information that you have available; if unsure, verify your answer first
• Positive or Negative Feedback
– Acknowledge positive feedback with a positive reply.
– Negative feedback: Leave opinion as opinion. Find a positive way to diffuse if possible.
• Crisis Communication or Sensitive Subject Matter
– If you receive any comments that you believe merit elevated attention, contact:
social@rotary.org or youthprotection@rotary.org
– Examples include: abuse allegations or any other sensitive info involving youth, allegations of
discrimination against any of the protected classes.

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Monitoring
There are 3 main areas for you to monitor for comments from your community.
1. Visitor Posts on the left-
hand side of your Page
2. The Messages Inbox accessible
from the tab at the top of your Page
3. Every Post you publish can be
commented on. See just below
each of your posts.

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Creating Shareable Content
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Why does strong content matter?
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Everyone is a publisher.

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Algorithms Are Here to Stay--Bad News for Brands.
• To improve the user experience, all
social platforms will use algorithms
to select the right content for each
user.
• This poses a HUGE challenge for
brands.
• They now have to compete against
other brands AND every single user
for attention.
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The New Solution for Brands? Engaging & Activating Supporters
By consistently engaging
its supporters, you can
make algorithms work in
your favor.
STRONG CONTENT is
key to audience
engagement.
It is also critical to
motivating your audience
to take action.
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What Makes Content Share-Worthy?
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It’s entertaining.
It’s insightful. It’s helpful.It’s news-worthy.
It’s inspiring. It’s playful.

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It’s news-worthy.
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 Relates to a major news story
 Educates the person
 Connects the brand relevantly

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It’s insightful.
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 Provides a unique perspective
 Makes an emotional connection
 Includes additional information
https://www.youtube.com/watch?v=-QlHUcXQhf0

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It’s helpful.
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 Solves a problem for the person
 Provides new resources
 Is easy to understand

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It’s entertaining.
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https://www.youtube.com
/watch?v=gmkYHZ31WOY
 Makes the person laugh
 Is unique from other content
 Connects back to the brand

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It’s inspiring.
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 Makes the person feel strongly
 Connects to a larger community
 Ties to the brand authentically
https://www.instagram.com/p/BDn-
Ve8mhEe/?taken-by=charitywater

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It’s playful.
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 Makes the person smile
 Connects to a larger community
 Ties to the brand authentically

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SHARE-WORTHY content
also compels people to take action.
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SHARE-WORTHY content also matches the audience’s
online behavior
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SHARE-WORTHY content also follows specific best practices.
Let’s discuss what they are.
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Status updates
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 1-3 short sentences.
 Motivates person to click for more.
 May include hashtag.

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Photos
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 Makes a human connection.
 Follows the rule of thirds.
 Caption provides more
information.

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Infographics
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 Easy to understand in a news feed
 Limited to 2-3 colors
 Provides context
 Status update provides more info
 Follows brand guidelines

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Videos
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 Less than 60 seconds (ideally)
 Features a narrative arc
 Creates an emotional connection
 Raw video equally compelling

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Blog Posts
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 Anchored by strong image
 Short title with key phrases
 Written in conversational tone
 Paragraphs 2-3 sentences
 Subheadings break up text
 Includes a call-to-action

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Thanks!

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Appendix

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Beginner vs. Intermediate Toolkit
Thank you for your interest in using social media to extend the mission of your
club, district, or zone and to raise awareness of Rotary International! There are
beginner and intermediate toolkits, each tailored to provide you with the level
of information you need based on your experience with social media.
Choose the toolkit level based on how you fit the criteria below:
Beginner Toolkit
 I never or rarely use social media.
 This is my first time creating
/managing a social media page.
 I need guidance at the ground
level on how to do social media for
my club/district/zone or to
personally support Rotary.
Intermediate Toolkit
 I frequently use social media.
 My club/district/zone has existing
social media accounts or pages.
 I need guidance on how to further
strengthen my social media efforts.

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Purpose
This document aims to provide best practices to members who want to
support and raise awareness of the efforts of Rotary, their club, or their
district on social media.
The Purpose of this Social Media Toolkit is to:
• Strengthen Rotary’s image by providing guidance on how to deliver a clear and compelling
message on social media – a message that conveys what we do and how people can engage with us
• Provide a consistent approach in leveraging social media and creating a consistent experience for
members and external audiences
• Clearly outline guidelines for content development, publication in social channels and community
management
• Provide guidelines for social media engagement consistent with Rotary social media policy

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Understanding the Basics of Social Channels
If you do not have a personal Facebook profile and you would like answers to the types
of questions listed below, feel free to explore and learn at the resource below.
Do you have these kinds of questions about your personal Facebook profile?
• How do I find friends on Facebook?
• How do I post a status update?
• How do I post to my Timeline?
• How do I post and share with a group?
• How do I upload photos?
• How do I share a link on Facebook?
• When I post something, how do I choose who can see it?
• What does the “Custom” privacy setting mean?
This Facebook resource provides a wealth of helpful answers to the questions above and
much more:
• Help Center – Getting Started on Facebook:
– Finding Friends: https://www.facebook.com/help/336320879782850/
– How to Post & Share: https://www.facebook.com/help/333140160100643/

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Getting Started: Create a Facebook Page
Creating a Facebook Page for your club, district, or zone is a key first step to
any social media communications.
Why?
• Think of your Page as a virtual front door. It provides a way for the public to find your
organization online. If a person “likes” your page, they will receive the updates you
post.
• As you continue to broadcast messages from your Page, you build a relationship with
your audience or community online. When done well, it can yield results that can
benefit your organization in real life.
• Engaging a broader audience with a public Page is an effective way to:
 Raise awareness of your club/zone/district
 Recruit new members, and
 Inspire partnerships or donations for projects.

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Getting Started: Create a Facebook Page
Additional considerations on creating a Facebook Page:
What if I already have a Private Group?
• While a private group may be helpful for internal communication among your group,
a Page provides an effective, public way to engage a broader audience.
What about the other social channels?
• While it is helpful to have other social channels (ie, Twitter Account, YouTube Page),
a Facebook Page is an important channel to establish and develop well first.

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Getting Started: Create a Facebook Page
The following outlines how to
create a Facebook Page:
1. Visit:
https://www.facebook.com/pages/create/
2. Select “Company, Organization or Institution”
– Do not select “Cause or Community”
because it won’t allow you to leverage the
equity and reputation that comes with
being affiliated with Rotary International
3. Select “Community Organization” for your
category
4. For Company Name, enter the name of your
club or district.
– This will be the name that your audience
will see whenever you communicate, so be
sure it is straight-forward and consistent
with official records (ie, Rotary Club of
Evanston)

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Getting Started: Create a Facebook Page
Complete the set up process for
your Page
Using official resources from
https://brandcenter.rotary.org, populate the
relevant information to finish setting up your
page.
1. About:
– Provide brief, two-sentence description that
summarizes your club and its mission.
2. Profile Picture
– It is important to use official, high quality Rotary logo
as it helps your Page represent your club in the best
possible light.
– A quick way to ensure you’re using the correct version is
to use the logo the main Rotary account uses as its
Facebook Profile Picture.
3. Add to Favorites
– This makes it easy for you to access the page from your
Facebook profile in the future.
4. Preferred Page Audience
– Localize your page – Remember you are building this
for your general public in addition to your members so
you can target more broadly than the immediate area of
your club’s location.

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Content Creation – Photo Guidelines
All photos uploaded to Rotary social channels should fall under one
of the following criteria:
1. We’ve taken the photo or own the rights – many Rotary-owned images
can be found at images.rotary.org
2. We have permission from the owner to use
3. We have purchased a license to use the image online

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Using Facebook to Promote Events
Facebook Events are an effective way to raise awareness of your
public events.
• Use them for the right things
– Facebook Events are visible to everyone, so only use them for events where the general public
is welcome.
• Scale awareness
– When people indicate they are interested or are attending the event, Facebook tells their
friends – the ripple effect aids the reach of your event.
• Complement it with feet on the ground
– Don’t rely solely on a Facebook event to fill seats – it’s one tool in your toolbox. Use it to
supplement your existing efforts to promote via word of mouth, fliers and email.

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Social Media Resources & FAQs
If you are interested in learning more about managing your social channel or
have a question about the social channel, explore these helpful resources:
Rotary Brand Center
• https://brandcenter.rotary.org/en-GB/Guidelines
Facebook
• Help Center: https://www.facebook.com/help/
• Marketing on Facebook tutorial: https://www.facebook.com/business/products/pages/
• Blueprint - Online modules for learning basics and advanced tactics:
https://www.facebook.com/blueprint
Twitter
• Help Center: https://support.twitter.com/
• Twitter Basics: Online modules for learning basics and advanced tactics.
– https://support.twitter.com/categories/281

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Question & Discussion
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The Content Design Process
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