digital strategies€¦ · 24/08/2018  · digital strategies digital, data and technology track 3...

DIGITAL STRATEGIES

Digital, Data and Technology

Track 3 • 3:00pm-4:00pm

Juliana Jai Bolden Senior Director, Digital Advocacy Communications & Digital Media NAACP National Headquarters

Optimizing Your Social Media

GET OUR SOCIAL MEDIA TOOLKIT ON NAACP.ORG

naacp.org/civicengagement

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Know Your Devices and Your Rights (Hopefully) Before You Need Them

Technology is Allowing Eyewitnesses to Document Like Never Before

NAACP Youth & College IG post ahead of #NAACP Youth & College IG post ahead of #ShutItDownDCShutItDownDC

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Navigating the #FakeNews Era

•! Be a good digital citizen and check your sources.

•! Be aware: Tech tricks have progressed beyond Photoshop.

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

•! What are the key social media platforms now?

•! What does “optimize” mean?

•! #Goals: What are we aiming for when optimizing?

TODAY’S SESSION

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

You Don’t Have to Be Everywhere* – Just Be Aware of These

Major Social Networks •! Twitter

•! Instagram

•! Facebook

•! LinkedIn

•! Pinterest

•! Snapchat

Other Platforms with Social-Community Aspects •! YouTube

•! Vimeo

•! Reddit

•! Twitch

•! Dating Sites/Apps

•! Some Streaming Services

*This page is for awareness, not recommendations to engage. *This page is for awareness, not recommendations to engage.

Think about what “optimize” means

to make something as good, effective, or functional as possible with particular goals in mind

verb optimized; optimizing noun optimization

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

#Goals: What are we aiming for when optimizing?

Represent your brand in its best light: -! Good grammar, quality images—whatever that means for

your entity. Increase your audience reach -! Effective hashtags v. vanity hashtags -! Nurturing two-way relationships Bridge online and on-the-ground engagement—and GOTV Bridge online and on-the-ground engagement—and GOTV

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

•! Text

•! Photos

•! Video

•!Organic vs. Paid Media

TYPES OF CONTENT

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Text: Editing, Formatting and Tagging

Know What Messages are Best for Each Channel -! In the moment news updates -! Longer form Quality Counts -! Good grammar, spelling—and understand how to “break” those rules. -! Best quality images possible Increase your audience reach -! Hashtags: Effective beats vanity in crowded space. -! Nurture healthy two-way relationships, but in general leave “trolls” be

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Photos: Lighting, Tools, More

•! Good Lighting, Mindful of Background

•! Mobile App Tools for Editing

•! Twitter: Use In-Photo Tagging to Gain Message Space

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Video

•! Good Lighting, Mindful of Background

•! Bad Sound Can Wreck Good Video

•! For Most Folks: Speak a Little Slower than Usual

•! Go Live or Record-then-Post

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Organic vs. Paid Boosts/Ads

•! Organic (Unpaid) Reach is Shrinking

•! Effective Paid Boosts Require:

•! Time — Sometimes several days for setups and channel approvals, thanks to the #FakeNews era

•! Targeting

•! Testing

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Use Auto-Posting Tools Judiciously

HootSuite, Buffer, Sprout Social—all great time-savers BUT:

•! Do not set automatic post and “walk away.”

•! Monitor and know how to quickly pause activity.

•! For images especially, more tagging options going direct.

•! Utilize the feeds and analytics features.

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Get Social Media Image Size Guide on NAACP.org

naacp.org/bootcamp

Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018 Presented By: Juliana Jai Bolden, Senior Director, Digital Advocacy 8-24-2018

Strategy Questions & Discussion