Digital Communications - Social Media, Content and More
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Digital Communications: To Educate and Motivate By Danielle Brigida & Keith Shannon U.S. Fish and Wildlife Service
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Transcript of Digital Communications - Social Media, Content and More
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
