Online engagement leads to action, and that’s what every organization wants from social media usage. Take your Facebook and Twitter engagement to the next level as we discuss proven tactics for increasing engagement. We’ll talk about the latest research that reveals when and how often to tweet and post Facebook status updates, what type of tweets and updates are most shared and commented on, who tweets, and why people share online. We’ll also discuss many real-life, specific engagement tactics from nonprofit organizations, including why these tactics were successful and how you can replicate them.

1. Bootstrapping Your Social Media
Engagement
Debra Askanase
November 2, 2011
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2. INTEGRATED PLANNING
Advising nonprofits in: www.synthesispartnership.com
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3. Affordable collaborative data
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4. Today’s Speaker
Debra Askanase
Founder and Engagement Strategist,
Community Organizer 2.0
Assisting with chat questions: Hosting:
April Hunt, Nonprofit Webinars Sam Frank, Synthesis Partnership
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5. Presented by Debra Askanase,
Engagement Strategist
Bootstrapping Your Social Media
Engagement

6. It’s all about Bootstrapping Bootstrapping
Twitter Facebook
engagement engagement engagement

7. It’s all about engagement
Think about the conversation

8. The social media funnel
Move to
Action
Creates
Trust
Social Media
Engage

9. It’s about RELATIONSHIPS, not
broadcasting

10. Facebook is about the conversation
and value-added content,
not broadcasting

11. Engaging Practices
Value-added content
Regular programming
Participation entry paths
Real interactions: personal engagement
hhh
Conversation starters
Open-ended questions

12. Why people share online: motivations
1. To bring valuable and entertaining content to
others
2. To define ourselves to others
3. To grow and nourish our relationships
4. Self-fulfillment
5. To get the word out about causes and/or
brands
http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online

13. Tips for getting your content shared
1. Appeal to motivation to connect with others,
not the organization
2. Keep messages simple
3. Appeal to personal reasons for sharing
4. Embrace a sense of urgency
5. Understand why they follow you
http://socialmediatoday.com/jillian-ney/325175/why-people-share-content-online

14. Understand the Ladder of Engagement
Happy Bystanders
Spreaders
Donors
Evangelists
Instigators
The Networked Nonprofit by Allison Fine and Beth Kanter (p.68)
http://www.flickr.com/photos/29116597@N04/4796653044/sizes/l/in/photostream/

15. Questions to Get You Started
1. Why are people interested in your
organization or cause?
2. What content creates conversation?
3. What content could create community?
4. What can the community create for your
content? (Collaborate and empower)
5. What content or ideas can you open up?
6. What added value can your content offer?
7. What does the medium dictate?

16. Bootstrapping Twitter
engagement
Research and Examples

17. Know what the conversation is about
http://www.flickr.com/photos/89888346@N00/179760033/

18. Create a content calendar
Daily content: Within your messaging themes
Special types of tweets on certain days of the week?
Twitter chats you participate in as you, not the org
Regular question of the day, contest, photo of the
day, etc. How often?

19. Can a logo have this kind of conversation?
http://www.flickr.com/photos/57038784@N00/2215481444/

20. Who would you rather tweet to?

21. Personalize the official profile

23. Combine personal/professional profile

24. Be an avid conversationalist
http://www.flickr.com/photos/moriza/2565606353/

25. Really connecting as an
entity means
Be genuine
Be honest
Really engage in
conversation
Invest in
developing
letting individuals shine relationships
http://www.flickr.com/photos/pinksherbet/4456978157/in/photostream/

26. 60-30-20 Rule
Don’t talk about yourself!
60% retweets
30% original content
20% your own news
What is that people care about? What is YOUR
conversation theme?

27. When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

28. When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

29. When to tweet
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

30. When to tweet
http://www.whentotweet.com/

31. Use hashtags to be in the conversation
#nonprofit
#ff #followfriday
#woofwednesday
#fundraising
#nptech
#socent
#activsm
#advocacy
#causes
#charitytuesday
http://www.bethkanter.org/hashtags-snowflakes/
http://www.companykmedia.com/2011/05/18/30-super-useful-
nonprofit-hashtags-twitter-chats-too/

32. Get involved in twitter chats
#nptalk
#ynpnchat
#fundchat
#smNPchat
#vivanistachat
#socentchat
#cmgrchat
For a continuously updated list of twitter chats, go to
https://docs.google.com/spreadsheet/ccc?key=0AhisaMy5TGiwcnVhejNHWnZlT3NvWFVPT3Q4NkIzQVE&hl=en_US#gid=0

33. Curate your own lists (private and public)

34. Tweetathon: USA for UNHCR
• 258 people/1,524 tweets with #bluekey
• 169% increase in web traffic
#bluekey Tweetathon
• led to >50% of key purchases that week
Used with permission from USA for UNHCR

35. Twitter tools that rock

36. Twitter tools that rock

38. Twitter tools that rock

39. Bootstrapping Facebook
Engagement
View your slides from anywhere!

40. When to post to Facebook
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

41. When to post to Facebook
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

42. ROE of Facebook posting frequency

43. Research: engaging through posts
http://www.emarketer.com/Article.aspx?R=1008328

44. Research: engaging through posts
• Post a question and ask for a response. It works!
• Fans are happier engaging in contests with the
words “winning” and “events” than the words
“contest” or “promotion.”
• Asking a question at the end of a post drives
engagement
• “Where,” “when,” “would,” and “should” drive
the highest engagement rates. Avoid asking
“why” questions
http://forms.buddymedia.com/whitepaper-form_review-strategies-for-effective-facebook-wall-posts.html

45. Autoposting hurts your page
On average, Facebook Pages that show posts
via a third party app such as HootSuite or
TweetDeck, as opposed to linking the old
fashioned manual way, receive 70% fewer
likes and comments
Third parties don’t pull images, either
http://socialmediatoday.com/steve-olenski/361639/facebook-autoposting-social-media-no-no

46. http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

51. Content calendar: community question

52. Own the conversation: youth business

53. Cross-post with strategic partners

54. Welcome them strategically

56. Give them unique content, thematically

57. Unique offers
only found on
the Facebook
Page!

60. Engage with personal touches
• Send personal messages through FB to fans that post
and thank them
• Post messages from your organization on their
Facebook Pages
• Create groups
• Don’t be afraid to become FB friends with some of
your best fans
• Always be commenting – answer every one

63. Resources
Twitter and Facebook resources:
http://www.socialbrite.org/2011/10/03/24-best-practices-for-nonprofits-
using-twitter/
http://www.socialbrite.org/2011/09/26/8-nonprofit-twitter-superstars/
http://tweepi.com/blog/2011/09/10-valuable-tips-for-ngos-on-twitter/
http://mashable.com/2011/10/28/best-time-to-tweet/
http://www.socialbrite.org/2011/10/10/top-tools-to-measure-
performance-influence-on-twitter/
http://socialmediatoday.com/jillian-ney/325175/why-people-share-
content-online
http://blog.kissmetrics.com/science-of-social-timing-1/?wide=1

64. Debra Askanase
Engagement Strategist
debra@communityorganizer20.com
Twitter: @askdebra
Linkedin: www.linkedin.com/in/debraaskanase
Slideshare: www.slideshare.net/debask
Google Plus: http://gplus.to/askdebra

65. Thank you
Feel free to stay in touch!

66. Find listings for our current season
of webinars and register at:
NonprofitWebinars.com
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