HOW TO USE SOCIAL MEDIA FOR CONSTITUENT ENGAGEMENT

J ul i e B arko Ge rmany j g e rmany @ dc i g ro u p . com

@ J ul i e G

WHAT IS SOCIAL MEDIA?

Pinterest Facebook YouTube Twitter Quora Tumblr Wikipedia Google+
Connecting Sharing information Driving actions Engaging in visual messages Developing i n te l l e c t u a l dialogue Shaping the facts H o l d i n g to w n halls and briefings Po l l i n g a n d l i s te n i n g

WHY IS SOCIAL MEDIA BECOMING AN EFFECTIVE CONSTITUENT TOOL?

Growing user base that is politically active, always on and on the go

Intelligence gathering on positions, bills, and messages

Sustaining communities of supporters over time

Targeting based on interests, backgrounds, and actions

Immediate, viral action

Extended messaging to the media and bypassing the media

WHERE DO YOU START?

1. You cant push a button and turn social media on.

WHERE DO YOU START?

2. Choose the tools that work for you, your offices personality, and your goals.

COMMENTING & ACTION

VISUAL, CREATIVE, CURATION

Facebook
2-4 posts a day Monitor and interact with comments RELEVAN T capabilities Use app & ad UPDATES, BREAKING NEWS & EVENTS Twitter, Blog

Pinterest, Tumblr
Connect throughout the day and evening Focus on visual content VIDEO & VIDEO by others even that produced CHAT

CHOOSE THE RIGHT TOOLS IF YOU WANT TO CONNECT THROUGH

YouTube, Vimeo, Google+

Repost throughout the day & Post at least weekly weekend When you have content or INFORMATION, Comment on other posts FACTS, RESEARCH events host video Link to articles, picturesWikipedia, Scribd Quora, & video Occasionally when you have something to say or want to set

WHERE DO YOU START?

3. Listen and analyze the conversation before you jump in.

Paid social media analytics tools

IB5ks Correlate Twisterwire

LISTEN AND ANALYZE TOOLS AND APPS

Free social media listening tools

Topsy Twitter Search Google News

WHERE DO YOU START?

4. 5.

Staf f appropriately or schedule time to manage yourself. Set goals and expectations.
What do you want to accomplish? Who will manage the accounts? How often will they update them? What are your rules for engagement? How often should the team report back?

WHERE DO YOU START? STAFF WELL & SET GOALS

WHERE DO YOU START?

6. Look at what makes you a successful organizer, networker, or advocate in the real world and apply those skills to social media.

Who are you connected to? How do you treat people on social networks? Tip: Think about how you interact during happy hours.

APPLY OFFLINE BEHAVIOR ONLINE

BE CREDIBLE AND NORMAL ON SOCIAL MEDIA

How long have you been on a social network? What kind of content are you posting?

Julie Barko Germany DCI Group jgermany@dcigroup.com @JulieG

agenda
1. Profile or page? 2. Page structure 3. Post recommendations

4. Page management

profile or a page?

What kind of Facebook presence do I need?

I already have a campaign page
You cant use your campaign for official use. You can choose to only update your campaign page on non-official time or create a second, official page for your office.

I already have a Facebook profile

Only use campaign page and update during non-official time

Create a second, official page at facebook.com/pages. ie: Rep. John Smith

Turn on subscriptions at facebook.com/about/s ubscribe to allow more than 5000 get your updates

Migrate the profile to a page. All the fans will move over but NO CONTENT. Migrate by visiting http://www.facebook.c om/pages/create.php ?migrate

Some members choose to keep the profile but also create an official Facebook page that constituents can like

Turning on subscriptions
Visit: facebook.com/about/subscribe

Migrate profile to page

Visit: facebook.com/pages/create.php?migrate

REMEMBER: Only fans move over not content.

Download your profile content before you do the migration that you can re-post on the page.

page structure

facebook pages

feature overview: visually engaging design

Cover Picture Profile Photo

This profile picture represents your Your is the first thing people will see when they visit your Page. page on other parts of Facebook, in ads, sponsored photo and x 315 Choose a uniquestories (851 the news feed. change it as often as pixels) and you like. picture that represents Choose a Some examples might include a popular menu item, album your business, such as a logo. Use artwork, or a image of people using a high qualitypicture that scales well your product. Be 180 x 180 pixels from 620 x 620 tocreative and experiment with to 32 x 32 pixels.images your audience responds well to. Your photos and custom apps

Views and Apps

appear at the top of your Page. You

can also customize the images for your apps under Manage in Edit Page in the admin panel.

feature overview: visually engaging design

Pinned Posts
Anchor the most important story to the top of your Page for up to seven days.

feature overview: visually engaging design

Larger Stories
Take advantage of larger photo, video, and link stories to drive engagement.

Star and Hide Stories

Highlight important stories with the star icon. Hide or delete stories that arent as engaging or relevant with the pencil icon.

feature overview: visually engaging design

Milestones
Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixels.

post recommendations

Page Publishing Best Practices

Page Publishing Best Practices

Page Publishing Best Practices

Page Publishing Best Practices

Page Publishing Best Practices

feature overview: schedule posts

feature overview: schedule posts

feature overview: post via mobile

feature overview: post via mobile

Username

page management

management tools

management tools

management tools
Manage content and get a Build Audience Edit your Pages Share your Page, invite friends,
snapshot at your Pages activity and create ads

Help to get started, manage Learn how

your Page, and view your Page Insights

management tools

management tools: activity log

Activity Log

Comments policy

Comments Policy
Add a comments policy to your about section so people know the rules of engagement and what could get them banned from your page.

feature overview: admin roles

feature overview: admin roles

feature overview: admin roles

Questions
For more information, go to: facebook.com/face bookpages
katieharbath@fb.com

Twitter
Jack Fleming jfleming@dcigroup.com

@JustJack7

Customizing Your Profile

Customizing Your Profile

Know Your Audience

Listen Then Engage

Following Creating Lists Hashtags and Keywords

Small Talk Content

Direct Message

Favoriting

Retweeting

Opinion Leading Content

Tweets
140 Characters Headline Link Hashtag Mention Photos and Video

Opinion Leading Content

Replies
Same as a tweet Public Content Mentions other Handle

Opinion Leading Content

Live Tweeting

Opinion Leading Content

Twitter Town Hall Twitter Chats

Creating Content Best Practices

Link Hashtag Real-Time Call to Action

98% included links for deeper engagement 72% used hashtags to brand the conversation

70% featured new, up-to-the minute content

40% used direct calls to action (Click here)

Exclamatory!

40% were exclamatory in tone (used !)

New Product Ask a Question Game-Related

38% announced the launch of a new product 24% asked a question

Questions?