Intermediate
social media
Glyn Thomas
glyn@glyn-thomas.co.uk Twitter: @glynmthomas
A bit about me
- Worked a consultant for a range of NGOs, charities and non profits in Europe, Asia and Central America
- Digital campaigning, fundraising, social media, email
- Previously Friends of the Earth, Global Justice Now, now freelance
What we'll cover
- Social media trends
- Strategic use of social media
- Case studies
- Recruiting new followers
- Instagram (if time permits)
What's your experience of using social media and what do you want to get from today's training?
Social media trends
Strategic use of
social media
Telling stories
Georgetown University
- 56% read a story on social media that made them want to do more
- 41% watched a video
- 40% saw a photo
- 36% read or heard through social media about other people taking action
Recent research
Keywords - Facebook
- Where
- When
- Tell Us
- Inspire
- Warns
- Amuses
Keywords - Twitter
- ReTweet
- Follow
- Social Media
- New Blog Post
- Check Out
- Help
- Top
Keywords - LinkedIn
- Created
- Improved
- Increased
- Developed
- Reduced
- Researched
Length of post
- Short and concise content - not using lots of abbreviations. Make it easy to read
- Tweets shorter than 100 characters get more engagement
- Facebook posts with fewer than 40 characters
Twitter engagement tips
- Tweets with hashtags attract 2x more engagement (retweets, favorites, replies)
- There’s 21% more engagement on Tweets with 1 to 2 hashtags.
- If you increase the number of hashtags more than 2, the engagement levels fall by an average of 17%.
- Almost 40% of Tweets with hashtags get Retweeted.
Visual content
- Facebook - image based posts 39% more engagement
- LinkedIn - image based posts 98% more comments
- Linking to YouTube results in 75% more shares
- Twitter - including images 200% more engagement compared with simple text tweets
Exercise
Write a Facebook post and a Tweet to promote a blog post on your website
Using social media to motivate people to do something
Landing pages
- The page you send people to is vital
- Mobile optimised
- Clear option to stay engaged -
sign up to email list or read more content
Exercise
Write a Facebook post and a Tweet to encourage someone to donate
or sign a petition
Case studies
#walktogether
- 7 July 2015
- Get off bus/tube one stop early and walk
- Tweet picture
- Created intrigue - strong visual content
Concern worldwide
- 2015 General Election campaign
- Pledges from candidates
- 600 tweets - 100 pledges
Nicebot
- Spam for good
- Nice tweet to everyone on Twitter
- Creative twist - gets attention
- Unexpected / subversive
- Taps into something being debated - trolling/abuse
John Underwood
- Tweets from hospital
- Story / narrative
- Mix of content
- Engagement
- Humour
- Authentic
John Lewis /
Action on Hearing Loss
- Mobilising people directly affected
- Brand
- Easy win
Dealing with complaints
Content
- Getting attention of politicians
- Engaging people
- Recruiting people
- Timeliness
- Grassroots led
- Content that resonates
Useful tools
Recruiting new followers
Influencers: share their content, tag or mention them, or comment on their blogs.
Share buttons on all your content.
Original content.
Email subscribers.
Respond fast.
Find and follow people.
Recruiting new followers
Relevant hashtags.
Focus on specific channels.
Guest blog posts.
Promoted posts on Facebook.
Share other people's content.
Quality not quantity.
Intermediate social media
By Glyn Thomas
Intermediate social media
- 774