Digital Communications:To Educate and Motivate

By Danielle Brigida & Keith Shannon

U.S. Fish and Wildlife Service

By the NumbersFacebook

Messaging

Messaging

Messaging

Social Network

Messaging

Social Media atthe U.S. Fish and Wildlife Service

• Over 300 social media accounts • Over 500,000 people in the national communities• www.fws.gov/social

USFWS Social Media BreakdownEach region has a regional page and multiple refuge, hatchery and program accounts

Reasons We Engage Communities

Fire = Criticism

Earth = Relationships

Flood = Support

Important Questions

• Who are you trying to reach?

• Where do they currently interact online?

• How much capacity do you have and how will you add value?

• What would “success” look like?

• When will you report back?

Your Web, Social and Email Function as An Ecosystem

Community, Network, and Crowd

Ways to Find Your Community

Search Keywords

• Organization’s Name

• Key individuals

• Branding mistakes

• Program references

Referring Traffic

• Google Analytics

• Facebook insights

Engaging Strategically:Find Ways to Listen

Search hashtags, keywords, use lists and monitor topics

Finding Your Audience

• Set-up Google Alerts for keywords

• Investigate Tagboard.com for hashtags

• Explore Trip Advisor, Yelp, Meetup etc.

• Encourage visitors

Exploring Instagram

Connect with New Content

Interact With Locations and Hashtags

Keys to a Community

• Listen and observe

• Have fun

• Be relevant

• Be consistent

• Invest in relationships

• Ask questions

• Use images, storytelling and passion

Have Community Guidelines

• Be clear about community expectations

• Kill them with kindness

• Protect the people on your page

Observe How Content is Consumed

• Flipboard - News• Instagram - Images/video• WhatsApp- Chatting• Snapchat - Images/video• Periscope – Live Broadcast

Do Not Just “Push it Out”

Create Content that Fosters Connections and Relationships

Micro-singularity

Sarah Swenty/USFWS

“What happens when the world’s social Internet channels momentarily focus their awareness around a single phenomena” – Fast Company

Add Value to Active Conversations

Pay Attention to How Content Shares

Have a Posting Strategy

From SmartInsights.com

Bring the FUN to Fundraising

Give Yourself Time…

To search for the right (legal!) image

Where do you find legal inspiration?

• Creative Commons search

• Government and public domain photos

• Community driven – Make a request!

• Morguefile.com

• Stock photography

• Staff

• Photo Contests

• http://list.ly/list/703-free-stock-or-low-cost-image-sites

Case Study 1: Use Images to Include Others

Tip: Don’t Share Visuals with

Over 20% Text

Repurpose, Alter, & Crowdsource

Case Study 2: Post to Interpret Information

Create Evergreen Content

Case Study 3: Make the Most of Successes

Original

Connect in Real Time: Livestream, Periscope and More

No Matter the Network…

• Get to know the users• Learn the functionality• Find your niche• Provide value• Learn and Grow

Listen, Communicate, Create, TrackTime on Social Media

Listening

Communicating

Creating/Experimenting

Tracking

30%

30%

25%

15%

Follow Blogs and Leaders

1. curatti.com - for content2. scoop.it.com - variety of topics3. mashable.com - current trends4. sociallysorted.com.au/blog/ - social tips5. bethkanter.org - for nonprofits6. razorsocial.com/blog/ - social tips7. simplymeasured.com/blog - measurement

Questions?

Stay in Touch:

danielle_brigida@fws.gov

keith_shannon@fws.gov