The document provides guidance on using social media, particularly Facebook, to promote an organization's initiatives and build community support. It recommends posting engaging content like photos, videos and infographics to increase interactions and reach more people. Posts should be concise, positive and reinforce the organization's message. Images perform particularly well. The document also cautions that Facebook is not the place for nuanced arguments and instead issues the public cares about should be discussed.
3. Building Community Support
Increase awareness of specific OEA initiatives
Build / Reinforce OEA’s reputation as proactively working to
improve schools and advocating for the right of every child to a
high quality public education
Build / Reinforce public perception of OEA as the preeminent
source on education policy and issues
Enhance understanding of the union’s activities and services
Mobilization & Organizing
Gain volunteers and activists
Move activists to take action
4. TWITTER
Connect with like-minded organizations
Connect with the media
Provide real-time updates
BLOGS
Publicize your expertise
Advance your issues or educate people
Tell stories about your day-to-day work
Promote your website
5. YOUTUBE
Host videos
Create content for website and Facebook
Follow others
PINTEREST
Drive traffic to your website and blog
Become the go-to-source for information
Crowd-source for content
6. FACEBOOK
Increase feedback and discussion
Drive traffic to your website and blog
Spread information
Attract event attendees
Get people to take action
Attract donations
Build a community – increase members’
connection to your association
7.
8. To reach the most
people you have to
play into Facebook’s
newsfeed algorithm,
and you can do that
two ways:
Post rich content
like photos,
videos, and links.
9. Get people to
engage with your
content. The
more often people
interact with your
page, the more
often Facebook
will show your
content to them.
10. It bears repeating: Post tons of images!
Make a graphic out of
information instead of just
typing it in the status
update. Simply overlay the
info in big, bold text over a
relevant image or a plain
colored background.
Find cartoons about
education
Take behind-the-scenes
pictures of your members
and events
Try www.pixlr.com or Picasa.
13.
Publicize events and programs
Share videos
Share tools & tips
Use petitions and other easy calls to action.
Message discipline! Make sure all posts, even the fun ones,
further your association’s overall message.
Make posts very short. If your info is long/complicated, link to
more information. (Note: Keep your website current — website
and social media go hand in hand)
Be positive.
Be informal and use organizing language. Posts with selfreferential words like ―I‖ and ―we‖ tend to get more likes.
14.
Posts published on Saturdays and Sundays get more likes than
those posted during the week.
Content posted later in the day get more likes and shares —
likes peak around 8PM EST, while shares peak around 6PM EST.
Deliberate pacing gets more attention.
Facebook pages versus groups: no data with groups/no privacy
with pages
19.
Re-enforce Idea that you
are fighting for the
children
Establish Value of Teachers
to Children
Non-traditional Strike
Photo
20.
Know Your Audience
Use Tips for Responding to
Negative Posts
Make Sure There Are
Members and Community
Members Who Will Post
Positive Comments
21.
Avoid Temptation to “Do
the Math”
Facebook is Not the Place
for Reasoned, Well
Articulated Arguments
Alternative: Use Issues the
Public Cares About, for
Example: Class Sizes
22.
Picture Instead of Text
Time, Date, and Location
all Clearly Visible
One Clear Message
23.
24. How to Get More Likes, Comments and Shares on Facebook:
http://danzarrella.com/infographic-how-to-get-more-likes-comments-andshares-on-facebook.html#
Facebook for Nonprofits: Your Questions Answered [Speakeasy #18]:
http://blogs.constantcontact.com/product-blogs/social-mediamarketing/facebook-nonprofits-podcast/
VIDEO: 5.5 Best Practices for Unions using Facebook:
http://youtu.be/EQqGjJVV6-A
Your burning questions (& our answers) on Facebook metrics and
strategy!:
http://labs.mrss.com/your-burning-questions-our-answers-on-facebookmetrics-and-strategy/
Social Media Tips on Pinterest:
http://pinterest.com/dinicaq/social-media-tips/
Notas del editor
It creates engaging 2-way communications with members, in way they can choose to use, at a time that is convenient for them.By communicating publicly on issues you care about, you can promote those issues to your community