现代风格Bootstrapping Your Social Media Engagement讲解材料.pptx

Presented by Debra Askanase, Engagement StrategistBootstrapping Your Social Media Engagement132 It’s all about engagementBootstrapping Facebook engagementBootstrapping Twitter engagement 1It’s all about engagementThink about the conversationThe social media funnelFacebook is about the conversation and value-added content, not broadcastingEngaging PracticesValue-added contentRegular programmingParticipation entry pathsReal interactions: personal engagementhhhConversation startersOpen-ended questionsWhy people share online: motivationsTo bring valuable and entertaining content to othersTo define ourselves to othersTo grow and nourish our relationshipsSelf-fulfillmentTo get the word out about causes and/or brands/jillian-ney/325175/why-people-share-content-onlineTips for getting your content sharedAppeal to motivation to connect with others, not the organizationKeep messages simpleAppeal to personal reasons for sharingEmbrace a sense of urgencyUnderstand why they follow you/jillian-ney/325175/why-people-share-content-onlineUnderstand the Ladder of EngagementHappy BystandersSpreadersDonorsEvangelistsInstigatorsThe Networked Nonprofit by Allison Fine and Beth Kanter (p.68)/photosN04/4796653044/sizes/l/in/photostream/Questions to Get You StartedWhy are people interested in your organization or cause?What content creates conversation?What content could create community?What can the community create for your content? (Collaborate and empower)What content or ideas can you open up?What added value can your content offer?What does the medium dictate? 2 Bootstrapping Twitter engagementResearch and Examples Know what the conversation is about /photosN00/179760033/Create a content calendarDaily content: Within your messaging themes Special types of tweets on certain days of the week?Twitter chats you participate in as you, not the orgRegular question of the day, contest, photo of the day, etc. How often? Can a logo have this kind of conversation?/photos