1.
SOCIAL MEDIA:
TRAINING WEBINAR PART 2
Susan Tenby
Willie Kuo
@suzboop
@freewirry

2.
Facebook Advertising
• www.facebook.com/business/ads-guide for specs and objectives
• Boosting vs. Ads Manager / Power Editor
• Images must have less than 25% text if used as an ad.
• Pro tip: you can get away with advertising posts with a higher
character count by creating a dark post first in Power Editor.
• Advanced Ad Techniques: Segmenting audiences through different
ad sets, conversion tracking, retargeting, custom audiences

3.
Facebook Insights
• You can also export page, post, and video data as far back as 180
days.
• Page data export includes data on average engaged users.
• Valuable metrics:
• Reach
• Engagement, especially link clicks
• Conversions

4.
TWITTER
4

5.
• RT = retweet
• MT = modified tweet
• Quote retweet
• @ reply
• @ mention
• HT or h/t = hat tip
• cc: = carbon copy
• Pinned tweet
Essential Twitter Terms

6.
• Hashtags function in 4 ways:
• Live conversations (e.g. #DemDebate)
• Online community (e.g. #nptech, #NPMC)
• Online conventions (e.g. #tbt, #ICYMI)
• Asides (e.g. #smh, #sorrynotsorry)
Hashtag Communities

7.
Best Practices:
Frequency and Time
• Minimum 3 tweets/day
• Too many tweets
decrease engagement
• Life span of a tweet is
about 15 minutes
• Use tools to see when
your fans are online

8.
Best Practices:
Graphics and Header Image
• Tweets with photos get 313% more engagement.
• Take advantage of valuable real estate by using header
images as billboards for an upcoming event or campaign.

9.
Best Practices:
Character Length and Hashtags
• Spike in engagement for tweets 71-100 characters.
• Workarounds for the character count restriction:
• Append (1/2), (2/2) to number related tweets.
• Screenshots of more text.
• Quote retweet.
• No more than 3 hashtags.
• Occasionally use broad hashtags, but the best are niche
communities (e.g. #socialmedia vs. #HESM, #nptech)

10.
Best Practices:
Tagging and Attribution
• Search for the organization’s name in Twitter. If you can’t find
it, try visiting their website to see if they list a Twitter
account.
• Attribute with a “via @dodo” at the end of tweets that share
other content. Try attributing the writer too.
• If you found the content through another account and can
squeeze it in, give that account a hat tip: “via @dodo ht
@johndoe”

11.
Other Tips:
• Insert a period before “@” if your tweet starts with an @ mention.
• If you’re referencing a web page, always include a link.
• Delete incorrect tweets.
• Do not post the same tweet to more than one account without
changing the wording or time.
• Do not auto-tweet from other social media platforms.
• If you’re going to retweet an article, read it first.

12.
Segment, List, Monitor, Engage

13.
• Map the landscape.
• Media / journalists / reporters / niche publications
• Thought leaders
• Peer Institutions
• Advocates
• Create flattering Twitter lists for each segment.
• Find individuals and organizations in each segment using Advanced Twitter
Search, or Socialbro.
• Add them to the appropriate list(s).
Segment and List

14.
• Add the Twitter lists into a tool like Hootsuite or Tweetdeck.
• Monitor the lists.
• Favorite, retweet, and reply to appropriate and relevant tweets.
Monitor and Engage

15.
view tweet activity
+
analytics.twitter.com

16.
• Scheduling: Hootsuite, Buffer, Tweetdeck
• Influencers and Analytics: Socialbro
• CRM Light: Commun.it
• Tweetchats: Tweetreach, Twubs
Essential Free Tools

17.
• Tweet chats are an organized event to tweet on a pre-arranged hashtag at the
same time weekly or monthly.
Tweet Chats

18.
• Tweet chats are an organized event to tweet on a pre-arranged hashtag at the
same time weekly or monthly.
• Running a tweet chat:
• Choose a short, unique hashtag.
• Confirm a panel and send them the topic, questions, a one-page “how-to” guide, and an
ask to tweet an announcement to their followers.
• Ask people to participate the two weeks (or more) prior to the chat.
• Use a tool like twubs.com.
• Follow a A1, Q1, A2, Q2, etc. format.
• Archive the chat on Storify.
• Measure stats using Tweetreach.
Tweet Chats

19.
Converting a Tweet into a Lead

20.
Identify hashtags used
in your issue area, and
share high-quality
content using those
hashtags to build
credibility.
Converting a Tweet into a Lead

21.
Identify influencers in your network and in your issue
area by using tools like Little Bird and Buzzsumo.
Converting a Tweet into a Lead

22.
Be diligent about engaging with your influencers over
a period of time, so you stay top of mind.
Here’s 8 ways to get their attention…
Converting a Tweet into a Lead

23.
Follow them.
Engage with their tweets by replying, commenting,
retweeting, or favoriting.
Favorite positive tweets from other users by
searching for their handle in native Twitter.
Converting a Tweet into a Lead

24.
Converting a Tweet into a Lead
Share their long-form
content:
• Visit their blog,
YouTube, Slideshare, or
find recent news on
them.
• Tweet it out with an
@mention.

25.
Converting a Tweet into a Lead
Scroll through their
Twitter feed:
• Are they running a
campaign? Give them a
shout out.
• Are they participating
in or hosting tweet
chats? Join them.

26.
Converting a Tweet into a Lead
If they’re live tweeting,
retweet and engage with
their content in real time.

27.
Add them to a flattering Twitter list.
Subscribe to their Twitter lists.
Converting a Tweet into a Lead

28.
Once you’ve gotten
their attention via a
follow-back, send
them a DM to get
their email address.
Converting a Tweet into a Lead

29.
RESOURCES
5

30.
Social Media Marketing
• Social Media Examiner
• Social Media Today
• Buffer blog
• Moz
• Hubspot
Nonprofit Social Media Marketing
• Social Media for Nonprofits
• Beth Kanter
• NTEN
• Nonprofit Tech for Good

31.
Twitter Lists of Over 600 Nonprofit CEOs and Executive Directors:
• https://twitter.com/farra/lists/social-eds/members
• https://twitter.com/ChrisTuttle/lists/nped
Slideshares:
• www.slideshare.net/suzboop
• www.slideshare.net/girardinl/dont-panic-how-to-embrace-emerging-
social-media-with-infinite-majesty-and-calm
Recommended Reading:
Mobile for Good: A How-To Fundraising Guide for Nonprofits by Heather
Mansfield

32.
24 Must-Read Fundraising and Social Media Reports for Nonprofits
http://www.nptechforgood.com/2015/07/03/fundraisingreports/
15 Must-Know Fundraising and Social Media Stats
http://www.nptechforgood.com/2015/01/25/15-must-know-fundraising-
and-social-media-stats/
Nonprofit Tech for Good’s Social Media Archive
http://www.nptechforgood.com/category/social-media/