The Town of Hinton is committed to helping the non-profit sector
thrive in our community. Let the Hinton Connects team help you
get your house in order! We serve the non-profit sector by
providing information and support.
Having a Web Presence
Wednesday, September 14, 2016
Social Media
Social media is an opportunity
to tell your story, engage with
supporters and get results.
Define Social Media’s Role
in your Communications Strategy
• Social Media should be integrated
and aligned with strategic goals
and target audiences
• Actions and content should tie
back to overall communications
strategy
Determine What You Want to Accomplish
• Social Media goals should be clear
• Common communications goals:
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Engaging community
Retaining donors
Acquiring donors
Generating brand awareness
Building thought leadership
• Decide how you will measure success
• Decide what metrics you will track to
assess outcomes
Identify Your Target Audience
• Develop audience personas
• You can create multiple personas
that represent supporters in
different groups
Start With a Website
• A website is your home base
• Other Social Media drives people back to your
home base (website)
• Building your own website
o Wix
o Go Daddy
o WordPress
Choose the Right Networks
• Study Social Media demographics
of target audience to find out
where they are active online
• Focus efforts on those networks
Social Media Networks
Community Futures West Yellowhead
Ask the Social Media Expert Lunchtime Series
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LinkedIn
Facebook
Twitter
Instagram
Snapchat
YouTube
September 28
October 26
November 30
January 25
February 22
March 29
Social Media Locally
• LinkedIn
o Best for recruiting and professional connections, lots of Hinton on it
o Great for finding speakers, resources, etc.
• Facebook
o Largest user base, lot of Hinton on it
o Many active groups and pages can work alongside
• Twitter
o Usually just for information blasts, instant updates
o Currently not many users in Hinton, but use brings users
• Instagram
o Picture focused, great way to brag about what you’ve done
o Plays well with Facebook
• Snapchat
o Great for reaching millennials and teens
Create a Content Strategy
Focus on storytelling that gets your message across
• What to share
o What has performed well
o What types of content get your followers engaged
• Types of content
o Share a variety of posts across your networks –
pictures, graphics, short videos, text
• Posting frequency
o Create a Social Media content calendar
Put Engagement First
Social Media is a place to capture people’s attention,
connect with supports and build communities
• Engagement should be a priority
• Respond to questions, comments and posts
• Look for relevant hashtags to find new conversations
to join
• Cultivate a personable brand voice that helps
supporters feel connected
Empower Your Advocates &
Cross-Promote Your Content
• Social Media is a powerful way to raise
awareness for your organization
• Make it known how to connect
• Show people the value of following you on
Social Media
• Educate people about the best ways to
support your organization
• Cross-promote your Social Media on other
channels
Track & Measure Your Results
• Track your efforts to ensure you are
progressing toward your goals
• Demonstrating results shows importance of
investing time and resources into Social Media
• Helps you adjust content strategy to focus on
type of content that performs best
Conclusion
• Remember to listen
• Create a habit of strategy and measurement
“It’s important to set reasonable expectations
and know that Social Media is a long game.
Like any good relationship, it’s all about
communication over time.”
Thank You!