Unlocking Opportunity through Social Media

for Student Organizers & Social Media Newbies

Jenna SpagnoloSocial Media Marketing Coordinator,Social Media for Nonprofits@Climate_Changed, @SM4Nonprofits

Student Lobby Conference 2015

#SLC2015

Social media is powerful for guerilla marketing because of its scope

Every minute there are:100 hours of video uploaded to Youtube,3600 photos uploaded to Instagram,>600,000 posts added to Facebook (Image via Third Degree Advertising)

@Climate_Changed#SLC2015

To reach goals, build engagement first

@Climate_Changed#SLC2015

Overall Social Media Philosophy to build engagement, reach

1. Be authentic 2. Stay consistent- on message and on time.3. Put out what you want back: Share other’s

material & they’ll share yours4. Whenever you can, include a call to action5. People love personal messages.

@Climate_Changed#SLC2015

@Climate_Changed#SLC2015

● Promote others more than yourself (80-20 rule).

● Post content relevant to your cause.

● Inspire responses.● Be clear, emotional,

factual.

More on Authenticity:

(Image via Statpro)

Background on & Twitter & Facebook are Mainstream- diverse and globalFacebook- great for eventsTwitter is helpful for connecting to peers and leaders.

@Climate_Changed#SLC2015

(Image via Third Degree Advertising)

LinkedIn- for blogging and connecting to professionals, especially through LI’s groups.Pinterest - visual content, good for selling or fundraising and reaching female Americans.Instagram- good for sharing photos, reaching younger audiences.

@Climate_Changed#SLC2015

Background on Other Channels

(Images via Third Degree Advertising & Coschedule)

(Images via Grow Fast Digital & Linchpin SEO)

@Climate_Changed#SLC2015

How To Use Facebook● Write in clear sentences. Keep it short.● Post a mixture of links, status updates, photos, and

videos.● Wording is important. Make sure your first 3-5 words

are interesting.

● Hashtag sparingly.● Stay consistent: 2-4 posts a week.

@Climate_Changed#SLC2015

Good FB Examples

@Climate_Changed#SLC2015

How To Use Twitter● Talk to people by tweeting at them or

DMs. Join Twitter chats.

● Source and shorten your links.

● Tweet images, links, join conversations

● Stay consistent- Post more often than Facebook.

● Follow those who are having conversations you like.

● Use Twitter lists to find people or organize your stream. (Check out @_UCSA’s list!)

● Size images to fit Twitter perfectly. Good tool is Canva.com.

@Climate_Changed#SLC2015

Wording is important!

(Image va Hubspot)

● Editing is key to say the most in 140 characters.

● Use action words● Ask people to RT● Tip: Starting tweet with

“@Climate_Changed” means you’re talking to me.“.@Climate_Changed” means you’re talking about me.

@Climate_Changed#SLC2015

The Art of Hashtags● Pair a general hashtag with a specific

hashtag○ Specific: #FundtheUC,

#FighttheHike, #edchat.○ General: #HireEd, #SocialGood

● Switch them up regularly. ● No more than 3 per tweet!● Crash chats & conferences using

just their hashtag(Via Social Media Today)

Good Examples of Tweets

@Climate_Changed#SLC2015

Exercise! Yay!Knowing what you now know, craft 1 tweet and 1 Facebook post about this session.

(Hints: You could share insights learned, quotes, photos, or just a general promotion of this talk.)

Use #SLC2015 and tweet at me (@Climate_Changed) or at the UC Student Association (@_UCSA).

@Climate_Changed#SLC2015

Some basic tips on event marketing/crowdfunding● Reach out to people directly.● Invite people to share and RT, especially by giving

them a marketing toolkit.● Include images.● Have a very clear call to action with all needed

information.

@Climate_Changed#SLC2015

Examples of Marketing Toolkits

(Via HandsOnTech, Tech Impact, & Social Movement Technologies)

Give your audience ready-to-go tweets, posts, & emails to promote your event.

@Climate_Changed#SLC2015

Quick note on analytics● It’s less important what you measure than that you

measure your social media analytics● Through data, you can learn who your audience

is, what types of posts they like, how fast your page is growing, when to post, and how many people are engaged or being reached, so overall, if you’re reaching your goals.

● Most social platforms have their own built-in analytics○ Facebook pages, analytics.twitter.com

Thank you!Keep learning by finding SM4NP on Facebook, Twitter, Pinterest, Instagram, or LinkedIn.

Find me on Twitter @Climate_Changed or on LinkedIn. (I’m Jenna Spagnolo)Questions?