How to Use Social Media to Advance Your Social Mission

1. Optimizing Social Advocacy
Strategies
Stacey L. Kratz
March 13, 2015

2. AARP
Who Am I?
7 things you need to know about me:
1. Native New Yorker
2. Yankees Fan
3. Been with AARP for almost 10 years
4. Bachatera
5. Beach lover
6. Recovering art historian
7. I love social media!
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@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

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Who Are You?
Know thyself, know thy platform

4. AARP
Agenda
How to be an effective social advocate and
influencer:
1. Facebook
2. Twitter
3. Evaluating Your Success
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@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

5. AARP5
So You Think You’re Not
Social Media Savvy?

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Best Practices
@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

7. AARP
Make it relevant
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690 shares
3,384 likes
282 comments
110,464 reached

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Make it personal
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9. AARP
K-I-S-S
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Keep It Short and Simple for more likes and shares

10. AARP
Would you share it?
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Over 10,000 shares

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Tips to Help Build Followers
& Engagement
1Comment & Like Posts
2 Share Posts on Your Page
3Add links to business cards,
email signatures, & voicemail

12. AARP11
Best Practices
@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

13. AARP
Who to follow
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• Legislators/Staff
• National and local media
• Reporters/Bloggers
• Celebrities
• Nonprofit Organizations, Universities, Hospitals, Legal Agencies
• Members/Volunteers/Supporters
• Sports teams
• Local businesses
• Media
• Social Media Influencers/Digital Strategists - Beth Kanter
• Professionals - Nurses, Researchers, & Lawyers

14. AARP13
 Tweet often. The more you tweet, the more followers
you will have – especially if some of those tweets are
interacting with other folks. Space out tweets.
 Be interesting. Tweet your personal interests and mix
up what you're tweeting about.
 Create lists. If you create a list of people who are
interesting to you (for example, reporters who cover
your issues) many of them will follow you back.
 Good customer service = good social karma.
Respond to every @ reply you get.
If You Can Text It…
…You Can Tweet It

15. AARP15
 Participate in #FF (follow Friday) #TBT (Throw Back Thursdays), etc.
Recommend good folks to your network, and follow folks that your
friends have recommended.
 The Scandal effect. Tweet during live TV shows. Participate in
Twitter chats.
 Credit other people in your tweets – if you recommend an article use
author’s twitter handle when you post about the article
Text It, Tweet It…
@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

16. AARP16
 Find your influencers. Influencers will share your
tweet/information with their audience. Increases audience
reach & awareness.
 Empower your staff. Empower yourself. We’re a team.
 Master the art of the retweet.
 Leave room to be retweeted.
 Add images whenever possible.
 Start a tweet with a question - ?????
 Tell your followers what you want them to do – Plz RT.
 Engage. Engage. Engage.
Text It, Tweet It…con’t

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Empower Your Staff
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Find Your Influencers
@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

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Customer Service
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The Art of the Retweet
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Engage
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##Hashtags##
What’s a #hashtag?
A hashtag is any word or phrase with the # symbol immediately in front of it.
This symbol turns the word into a link that makes it easier to find and follow a conve
Less Is More
Be creative
K-I-S-S
Search your hashtag
Promote your hashtag
Trending hashtags

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Twitter Lists
“Don’t Decorate, Curate”
What is a Twitter list?
This features allows you to organize Twitter users in groups and manage
how you look at Tweets.
Organize Your Audience
Watch Your Competitors
Pitch Reporters
Follow Legislators

24. AARP24
WHAT ARE SOME GOOD
TIMES TO POST/TWEET
Commuter Hours – 6:30 am – 8:30 am
Lunch Breaks – 11:30 am – 1:30pm
Coffee Breaks – 3:30 pm – 5:30 pm
Night Owls – 7:30 pm – 11 pm
@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

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“I don’t have time to
tweet”
“I don’t have
anything to say”

26. AARP26@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

27. AARP27@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

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HOW TO CREATE A
SOCIAL MEDIA STRATEGY
Set your organization’s social media
goals
Assess your current social media
status
Develop your content strategy/editorial
calendar
Use analytics to track progress
Adjust your strategy as needed

29. AARP
You Got This!
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30. AARP
Twitter’s so easy
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Even a bird and a beagle can do it…

31. AARP
Evaluate Your
Success
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32. AARP
Bragging Rights
22@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

33. AARP23
How You Doin’?

34. AARP
Celebrate YOU!!!
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35. AARP
#GSD
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36. AARP36
QUESTIONS?
@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708

37. AARP
Stay in touch…
Stacey Kratz
212.407.3708
646.301.8197
skratz@aarp.org
stacey.kratz@gmail.com
@heykiddo
@aarpny
www.facebook.com/stacey.kratz
www.linkedin.com/staceykratz
26@aarpny @heykiddo skratz@aarp.org www.linkedin.com/staceykratz 212.407.3708