PreConference Presentation at COABE/VAACE Conference 2012
Presented by Jackie Taylor, Nell Eckersley, and Marsha Tait
Description: Gone are the days when you could simply post information to a website! Join this dynamic session to learn how to easily and effectively use social media to communicate with students, cultivate program partnerships, influence media, and change the conversation in state legislatures and in Congress. Learn a social media tool of your choice, interact with peers and experts, create a strategic plan, and bring it home. Participants are eligible for a free giveaway of the latest social media marketing books.
1. • Nell Eckersley, Director, NYSED
ACCES Regional Adult Education
Network of New York City
• Marsha L. Tait, Grant
. Manager, National Coalition for
Literacy
• Jackie Taylor, President
Elect, COABE; Advocacy
Chair, National Coalition for
2. Agenda and YOUR Goals
What Is Your Experience with Social Media?
Tools, Tips, & Strategies
Program Issues and Solutions
Hands On Practice
Action Planning
What are YOUR goals for this session?
(5 minutes)
9. Twitter
Microblogging Big Picture
140 Characters
Tweets, ReTweets, Hashtags
Shortening your links
Finding people to follow
Using Twitter to advocate
Keeping it manageable
Best times to Tweet
How do I know I’m doing
this right?
10. Anatomy of a Tweet
Avatar User Twitter
Hashtag
/ Logo Name “handle
”
Link to more
information or
photo or
video
11. Anatomy of a ReTweet
Indicates it has been More
Twitter handle
“retweeted” resources
Hashtags
18. Facebook
Networking Big Picture
Personal Profiles
Program or Class Pages
Topic-Specific Pages
Post and tag photos
Lead and respond to discussions
* Second-most visited website worldwide!
19. Engaging Grassroots
Share links/media in status updates
Encourage conversation
Ask questions & answer every comment
Post no more than 1-2 updates/day – or less!
Do not automate content and sync FB w/other SN sites
Encourage staff/volunteers to be active on your page
Have more than one admin
Use “events” to allow people to RSVP directly on FB
Create topic specific pages
Integrate your FB page into your website, e-
newsletter, blog, print materials and TY landing pages
and emails
26. How Do I know I’m Doing This Right?
Facebook
Insights
Followers
Views
Post
Feedback
27. How Do I know If I’m Doing This Right?
http://tweetreach.com/
28. How Do I Know I’m Doing This Right?
Looks at: http://klout.com/
• True Reach: #
of people you
influence
• Amplification:
How much you
influence them
• Network:
Influence of
others within
your true reach
32. Blogging Big Picture
Central voice of your organization
Driven by fresh content
Consistent stream of timely fresh content
to tweet and post via FB and e-lists
Missing piece for building e-lists & driving
traffic to website and SM forums
Improves search engine results
Allows you to grow fans and followers on
SM sites
34. Grassroots Strategies
Use your organization avatar for logo
Simple design
Make resources easy to find by category
Have links to related content appear beneath each blog
post
Allow comments, moderated; encourage participation
Post regularly about advocacy campaigns – get info
from NCL Advocacy Blog
Become local hub for adult ed advocacy info
Cross-link to resources widely used by your readership
Ex: NYTimes
35. Grasstops Strategies
Invite grasstops to be guest bloggers
Regularly feature local advocacy projects on blog
Use email, Twitter, FB, to invite grasstops to visit and comment
on blog
For Legislators:
Outline the legislation you support
Link to state / national organization legislative updates
Send them to pertinent blog articles containing policy
positions of your organization
36. Example: NCLAdvocacy Blog
http://blog.ncladvocacy.org
1. Click on the title of the blog post where you wish to post a comment
or question.
37. How to Post to a Blog
2. Enter your comment or question in the Message field below, and click
“Comment” in the bottom left corner to submit your “post”.
38. Your Comment Awaits “Moderation”
3. Your comment will not appear right away. Instead, you will see a
message like this one: “Your comment is waiting moderation.”
4. The blog moderator will review your message in light of the blog
guidelines, and also ensure it is not spam. Once the blog moderator
reviews and releases your comment, it will appear beneath the Message
box.
40. Questions or Comments?
Contact
Nell Eckersley
nelle@lacnyc.org
Jackie Taylor
jackie@jataylor.net
Marsha Tait
mltait58@gmail.com
Thank You.
Notas del editor
Hi! [Introduce selves]Today we’re going to discuss why its important to use social media to amplify your voice with state and federal legislators on adult education issues and how you can do that and what can be done in minimal amounts of time.The resources and strategies we’re about to share with you are a result of research the NCL conducted with Fission Strategy and have been made possible with generous support from the Dollar General Literacy Foundation.
Here is our agenda. Take a moment now and on scratch paper, write down one goal you’d like to meet during our session. Share it with us in the chat box.Be sure you ask the questions you need to ask in order to meet your personal learning goal for today.
Press F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\nhttp://www.polleverywhere.com/multiple_choice_polls/LTE1NDM0NTU4NzAIf you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
Press F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\nhttp://www.polleverywhere.com/multiple_choice_polls/LTM1MDE0NjM3NQIf you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
What IS social media? Social media includes web-based and mobile technologies used to turn communication into interactive dialogue. It allows the creation and exchange of user-generated content. Social media has substantially changed the way organizations, communities, and individuals communicate. (Wikipedia)Social media is one means to deliver a unified advocacy message to legislators and engage people both within and outside of our field in that effort.
Meet people where they are…and where are they? On Facebook.FB is the second-most visited website in the world. If you are already on FB and are comfortable using it, start here.If you want the quickest way to get on the radar of influentials and policymakers, start with Twitter and adopt FB as part of a long term 21st century outreach program.
A retweet is when someone forwards your tweet to their followers. It’s like forwarding email to an electronic discussion list.Sometimes, you’ll want to contact a person directly or to let them know you are sharing their work. The way to credit people for it, just include their twitter handle somewhere in the message and they will be notified you did that.Let’s go over to the web now and give Twitter a try.Tweet 3-5 times a daySpread tweets out throughout the dayConversational tone, but consistent messaging across social media platformsFollow influential people who are likely to be interested in your workReply and retweet at least once a dayUse relevant hashtags; but use sparingly #adulted #education #literacy #famlit #famliteracy #esl #efl #ellTrack RTs to see what gets the most attention
Engage with policymakers and partner organizations where existing relationships exist, or where there is potential for relationship building.Encourage your followers to RT / DM Ask legislators questionsRT their content that aligns w/adult ed; hook adult ed to their interests.Share information and actions from your organization via phone / mail. Repurpose into a tweet: “Rep. @AnderCrenshaw: thought you might be interested in… #adulted”Go to “What to say and how” for sample hooks: http://www.ncladvocacy.org/tksay.html
Hash tags allow twitterers to discuss issues and events on Twitter inreal time. They are a means to organize tweets, spread informatin, and find new followers.Add # symbol and then your hashtag is automatically hyperlined within Twitter so that users can click the hastag link to view all other tweets that have the same hashtag.In the early days of Twitter there was no search function so this was a way for twitterers to to converse and find others w/similar interests.
If your program does not have a presence on FB, then it does not exist to hundreds of millions of people worldwide, and its through FB Pages that programs can best tap into the power of FB and make themselves available to the FB masses.-- Stats for GED test takers on FB – email Cassandra: what do we know about GED test takers and Facebook?FB Pages most important way for programs to raise awareness of adult education on FB.Next time you’re logged in to your personal account, go to fb.com/pages and select Create Page. From there, select Company, Origanizasiton, or Institution and select Nonprofit from the dropdown.Spell out full org name to optimize search engine resultsYou cannot change the name of your FB page later, make sure you do it right the first timeDo not create a cause for your org; those are better for campaigns like save the whales or save adult edDon’t need a personal account to create a pageGo to FB.com/pages, select Create Page, and follow instructions except when prompted select the I do not have a FB account option and complete process.In past, many not aware you could create a page w/o a personal profile, so they created a personal profile for an org which FB prohibits.If that is you, to to HELP center and search “converting your profile into a page” to locate the “business page migration appeal form.”When you complete your page you can create a vanity URL after 25 likes so ask people to like your page so that you can do that asap.
90% of power of FB Page is in the status updates. #1 priority should be to find out what kind of content from your org do your fans want to read and engage with. Always share a link, pix, or vidoe in status updatesPost no more than 1-2 updates/day – or less!Do not automate content and sync FB w/other SN sitesSend updatres 1-2 xs per monthEncourage staff/volunteers to be active on your pageHave more than one adminUse “Favorites” function“Tag” other pages to build partnershipsIntegrate your FB page into your website, enewsletter, blog, priint materials and TY landing pages and emailsIntegrate into mobile campaignsAdd share or like fxn to website or blogExperiment w/adsUse “events to allow people to rsvp direcly on FBYou’ll know when you start getting comments and likesTest diff tones of voiceAdd personalityShare links to your flickr slide shows or YouTube vidoesAsk questions using FB questions
Like” other relevant FB pagesLeave comments on other Groups & Pages that link back to your pagePost relevant content“Tag” other pages to build partnershipsPost about federal and state level advocacy campaignsComment on NCL’s FB pages and inform federal level advocacy work!
Some legislators have FB pages but using FB to engage w/them can be difficult. Better known political figures often have more activity, so posting on their walls may go unnoticed amidst other posts. Combat this by:Like pages of any policymakers you intend to interact with.Interacting at first with more local policymakers w/less page activity.Focus your message to them around specific legislation (as you would when writing a letter or meeting in person). Make adult education as relevant to them as possible. Hook into their interests.Ask your followers to post messages to the policymaker’s wall to voice support or concern.Thank leaders by tagging them in your wall post w/a TY note.
Gives you metrics and statistics on how far your tweets travel
Looks at:True Reach: # of people you influenceAmplification: How much you influence peopleNetwork: the influence of others within your true reach
Press F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\nhttp://www.polleverywhere.com/multiple_choice_polls/LTE5NzQ3Njg5NDIIf you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
In order to inform the National Coalition for Literacy’s online strategy, Fission Strategy performed research and partnered with Morningside Analytics to investigate what conversations about adult literacy are taking place online. Morningside Analytics prepared the following data based on a list of adult literacy related keywords and websites that NCL provided Fission Strategy. This cluster map highlights the topic areas, or clusters, that most commonly reference literacy and adult literacy. The map demonstrates how the various clusters interact with one another, and which clusters are the most relevant to adult literacy. Five prominent clusters with the highest degree of focus on adult literacy were identified: Politics/PolicyEducatorsParentsTechnology International They gave us thousands of blogs and contact information for the conversation leaders in each of these clusters so that NCL could conduct blogger outreach. I’d like to share some of our results with you, how we are using social media in advocating for adult education.