Social Media
Guidelines:
Using Social Media
to #StopSuicide
To reduce the suicide rate 20% by
2025, it is critical that we increase our
presence in the world’s largest public
space: social media.
Raising awareness is especially important to our cause, and social media is
the most powerful — and cost-effective — tool we have. If AFSP — a chapter-based organization, with a network of passionate volunteers across
the country — makes a concerted effort to unify our message on social media,
we can create real and lasting change in our culture.
This guide focuses on the three largest social media sites: Facebook, Twitter,
and Instagram. If you increase your followers on these three sites, you will
have done invaluable work for suicide prevention.
The key is to post consistently and effectively. This guide will show you how.
Together we can #StopSuicide.
Table of Contents
Language and Personal Conduct...................................... ...................................1
Social Media at a Glance.......................................................................................2
The AFSP Social Media Ambassadors Facebook Group...................................3
For Those New to Facebook, Twitter, or Instagram............................................3
Facebook............................................................................. ...................................7
Twitter................................................................................. .................................19
Instagram............................................................................ ................................22
Snapchat..............................................................................................................25
Video.................................................................................... ................................25
Social Media Management................................................ ................................26
Analytics............................................................................. ................................27
Glossary.............................................................................. ................................27
PLEASE NOTE: Words in all capital letters are defined in the Glossary. This resource (excluding the section on
Instagram) contains instructions for using social media on a desktop computer.
Language and Personal Conduct
You represent AFSP. When you post on the chapter PAGE you are AFSP; for some people you are their only
interaction with the organization. If you don’t know what AFSP’s position is on an issue, check with your field
staff or national before posting about it. It’s better not to post anything than to post something inaccurate.
When you post to chapter social media, think of yourself like a journalist. That is to say, you should always
follow AFSP’s reporting guidelines. Never say “committed suicide,” use curse words, or post triggering photos
(these include photos of pills, nooses, or guns, etc). More information for how to change the photo or headline
associated with an article you’re posting can be found in the Facebook section.
Remember to keep your tone sympathetic but professional. This is not your personal Facebook but it is
important to remember to express empathy for those who have been impacted by suicide. Do not use chat
speak (lol, lmao, etc.).
A good rule of thumb is that you should never post or publish anything you would not like reading as a headline
in The New York Times. If you’re not sure if you should post something, please err on the side of caution and
don’t post it.
CONDUCT ON AFSP CHAPTER ACCOUNTS
Avoid long discussions with angry or dissatisfied people. Express empathy with their opinion and then try to
move the conversation to a private space. Even emails can be made public however, so always consult with your
division director if conversations like this continue.
Do not connect chapter social media accounts to your personal DonorDrive fundraising. Instead promote walks
through individual posts and tweets.
Lastly, respect other AFSP chapter accounts. Do not question any of their posts in public. Instead, if you are
concerned that a chapter has posted something misleading or incorrect on social media, reach out to the staff
person responsible for the chapter.
A NOTE ON YOUR PERSONAL SOCIAL MEDIA ACCOUNTS
Please remember that if AFSP is tied to your name anywhere, what you post to social media is tied to AFSP.
Consider putting a disclaimer in your personal Twitter or Instagram bio that says “opinions are my own” and
“follow doesn’t = endorsement.”
AFSP staff must be aware that opinions they express can reflect back on the organization. Assume anything
you post on social media might be shared and reposted elsewhere, even on social media such as Facebook
where privacy might be assumed.
AFSP staff are encouraged to link to AFSP content in all formats. However, sometimes we will send staff press
releases and other documents that are meant for internal use only. These will be labeled and must be shared
only among AFSP staff.
Remember that if you are posting/tweeting about suicide and mental health on your personal accounts, it
especially reflects on AFSP. Always check your sources and make sure what you are relaying to the world is
factual.
Social Media Guidelines | 1
PERSONAL PROFESSIONAL ACCOUNTS
Some staff members have opted to open Facebook accounts tied to their name, to better communicate with
volunteers. This is separate from your personal Facebook, where you might share photos of your family and
talk about your life. This account can be used to post information about events, message with volunteers, and
manage your chapter PAGE.
Use your @afsp.org email address to set up this account. Set your “Other Names” for that account to
“AFSP [your title]”. Go to the General section of Facebook’s settings. Click on your name and the “Other
Names” section will come up.
Social Media at a Glance
ENGAGEMENT ON SOCIAL MEDIA HELPS US RAISE AWARENESS
Make social media a mission: the more people we get on social media, the bigger our reach, and the more
people will learn about suicide prevention, attend our events, and donate to AFSP.
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HOW TO GET MORE FOLLOWERS
•
Promote social media at all events — mention the chapter accounts in speeches
•
Include your social media URLs on all digital and print communications (emails, flyers, etc.)
•
If you already have a following on one social media channel, promote your other channels there
•
Make it interesting for people to follow you on more than one channel (i.e., don’t post the same exact thing
on each channel); it’s okay to post about the same thing on each channel (leading up to special events,
etc.) but try to say it in a different way
•
Use the same (or similar) name across all social media platforms so that it makes it easy for people to
find you on multiple channels
The AFSP Social Media Ambassadors
Facebook Group
If you are the social media ambassador for your chapter please join the Social Media Ambassadors Facebook
group. This tool allows us to share important social media best practices with each other, ask questions about
using social media for AFSP, and talk about the specific challenges of using social media to #StopSuicide.
Find the group at facebook.com/groups/AFSPSocialMedia.
For Those New to Facebook, Twitter, or
Instagram
If your chapter is already on these social platforms click here to skip ahead.
CREATE A FACEBOOK PAGE
People have Facebook profiles, organizations have Facebook PAGES. Below is a step-by-step guide to creating a
Facebook PAGE for your chapter.
STEP 1: DECIDE WHO WILL BE THE CHAPTER PAGE EDITOR
The “Editor” is able to post text, pictures, and videos to the PAGE. To be an “Editor” for your chapter PAGE, you
need to have a personal profile on Facebook.
Social Media Guidelines | 3
STEP 2: CONTACT AFSP NATIONAL TO SET UP YOUR CHAPTER PAGE
Email AFSP National at [email protected] and:
•
Request a chapter PAGE
•
Identify one-two EDITORS who will be in charge of the chapter’s PAGE, and include the email addresses
they use to access their personal Facebook Profiles
AFSP National will create your PAGE, and send you the login information. If you already created a PAGE, AFSP
National will need to be added as an ADMIN.
STEP 3: SET UP YOUR PAGE
Upload a cover photo
Click the camera icon at the top left of your PAGE to pick a photo. If you have someone with design talent
involved with your chapter, have them create a COVER PHOTO. If not, you can select an image from a chapter
event, or use the one on the National Facebook PAGE.
You can add a caption to your COVER PHOTO once it has been uploaded by clicking on the picture, and then
clicking “add a description” on the right side.
Upload a profile photo
At the bottom left of the COVER PHOTO, there is a square space for your PROFILE PICTURE. Click “Add Photo”
and then “Upload Photo.” The profile photo is up to you. You can add a caption to your profile photo once it has
been uploaded by clicking on the picture and then clicking “add a description” on the right side.
Customize the tabs on your menu bar
Under your COVER PHOTO, you will see a tool bar. The first two options will always be “Timeline” and “About.”
After that the order is up to those who run the PAGE. It is best to have “Photos” and “Videos” as these are the
most used items on your chapter PAGE.
Click on “More” and then click “Manage Tabs.” Drag and drop the options into the order you want. The top two
options after “About” will appear at the top of your PAGE. If you include additional tabs, they will appear in the
drop down menu.
Update the about tab
On the “About” page, click any of the “edit” buttons. Your name, category and start info will already be set up.
You should change your web address to facebook.com/AFSPLocation, for example, facebook.com/AFSPIdaho.
Your mission will already be filled out with AFSP’s mission, and the “Official Page” will be added already as our
National page.
Fill out the “Address” with your chapter’s mailing address, if you have one. Enter your chapter’s “phone
number,” “email,” and “AFSP web page.”
Write a “short description” for your chapter that will appear on your Pages main page. It can be up to 155
characters in length.
Social Media Guidelines | 4
“[Your location] Chapter of the American Foundation for Suicide Prevention. This page isn’t monitored 24/7, if
you are in crisis call 18002738255” though this is up to the chapter. The ability to do this will also depend on the
length of your chapter’s name.
Your “Long Description” should be a frequently updated section detailing the upcoming events in your chapter.
It should also include any local hotlines or resources.
Do not fill in “Founded”, “Awards”, and “Products”, or “Impressum” sections.
STEP 4: START POSTING
Publish and schedule posts. Add photos, upload videos, create event listings, and most importantly share the
PAGE with friends, family, co-workers so they too can become FANS of the PAGE.
When people become FANS, it gets posted to their Facebook profile for all their friends to see. If they follow us,
we can get even more exposure. By posting quality content on a regular basis, we can attract more
FOLLOWERS to our PAGE. In addition to creating a culture that is smart about mental health, greater exposure
on Facebook will help us get more people out to our events and engaged in the suicide prevention movement.
STEP 5: INVITE YOUR FRIENDS TO LIKE YOUR AFSP PAGE
Tell your chapter volunteers to like your chapter PAGE on Facebook, and encourage them to invite their friends
to like the chapter PAGE. Ask them to like and comment on chapter posts as this increases the chances of their
friends seeing AFSP’s content.
See this great resource for new chapters: How To Get Your First 1,000 Followers On Every Social Media
CREATE A TWITTER ACCOUNT
Chapters should set up their own Twitter account using the chapter’s official email address.
CREATE A LOGIN
•
Name: “AFSP [LOCATION]”, e.g., AFSP Boston
•
Enter the chapter email address and chosen password
•
Username is your HANDLE (this how people will TAG you in tweets). It should match your Facebook
username — most likely it will be “AFSP_LOCATION” or “AFSPLOCATION”
•
Email the login information to the staff member associated with the chapter and to [email protected]
UPLOAD HEADER AND PROFILE IMAGES
Click “edit profile” to “Add a profile photo” and “Add a header photo,” as well as add other information about
the chapter.
•
HEADER PHOTOS should be around 1500pixels by 500pixels (we reccomend a photo with no text)
•
PROFILE PHOTOS should be around 400pixels by 400pixels
Social Media Guidelines | 5
WRITE A BIO
Because you are limited to 160 characters for the bio, the text you can use will vary depending on your
chapter’s location.
Example: “LOCATION Chapter of the American Foundation for Suicide Prevention, the nation’s leader in the
fight against suicide. #StopSuicide”
Example: “LOCATION Chapter of @afspnational. If you are in crisis please call the National Suicide Lifeline:
800-273-TALK (8255)”
Here’s AFSP Illinois’ bio:
WEBSITE
Enter your chapter’s AFSP website. If you do not use your AFSP website frequently, you should enter your
chapter’s Facebook PAGE.
Once you’ve set up the account, search for other AFSP chapters to follow on Twitter by typing AFSP into the
search bar in the top right of your page, and make sure you follow @AFSPNational. Also follow local suicide
prevention and mental health organizations.
CREATE AN INSTAGRAM ACCOUNT
To create and use an Instagram account, you will need to have a smart phone. You cannot yet post photos to
Instagram from a computer.
Download the Instagram app from the app store on your phone and open it. Select “Register with email” and
enter the chapter email address and a username, which should be AFSP_LOCATION and a password. Once
again if the first username is unavailable, try AFSPLOCATION and then AFSP-LOCATION.
Then click “Edit your Profile.”
NAME
If available, use the same name as on Twitter and Facebook, so that people can more easily find you across
channels.
Social Media Guidelines | 6
DESCRIPTION
A brief description of your chapter, limited to 150 characters. Use similar language to your twitter bio.
WEBSITE
Should be your chapter AFSP webpage or Facebook URL.
Facebook
Facebook is the largest social network in the world, and therefore the best social network for increasing
awareness about suicide prevention.
Facebook PAGES allow us to post media such as thoughts, pictures, and videos to promote our events and raise
awareness about suicide prevention and mental health.
If your chapter does not have the capacity to run multiple social media channels, Facebook should be your
priority.
From Facebook: “What many [people] may not realize is that Pages are an important destination for their
current and potential customers [volunteers, donors, walkers, advocates, etc]. In October [2014], for instance,
nearly a billion people visited Facebook Pages. Of those visits, more than 750 million happened on mobile
devices. Many businesses also use Pages as a customer service channel. Businesses should think about their
Page as a cornerstone of their online identity, not simply as a publishing service. The businesses that are doing
this well understand the discovery and communication that happens when people come to their Page.”
OUR GOAL
To increase the number of people who follow our Facebook PAGES.
FACEBOOK GUIDELINES
The AFSP account should be the only ADMIN on all chapter PAGES; this prevents loss of access if a volunteer or
staff member must step down.
When expressing condolences to someone, particularly to the public (such as with the loss of a celebrity) do
not say “our prayers.” Use “our thoughts” as an alternative. We need to be inclusive of people from all
backgrounds.
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Posts on AFSP Facebook PAGES must be related to mental health, suicide prevention, or AFSP events or
initiatives. Because there are so many different Facebook PAGES out there, we need to stand out as source for
information on suicide prevention. The key is consistency. Between the incredible work at the local and national
levels of AFSP and the Daily News Clips sent out by National, there are plenty of resources for relevant news.
You can also SHARE posts from other relevant organizations, like the National Suicide Prevention Lifeline
(facebook.com/800273TALK).
*Note: AFSP national reserves the right to edit or delete posts that do not comply with these guidelines.
FACEBOOK BASICS
If you’re a pro, skip ahead.
THE STATUS BOX
Use the STATUS BOX to update your
FOLLOWERS. Type in the space that
says, “What something...”
Under the text box you will see four icons.
Add a location to your post
Add photos to your post
Use this feature when posting
about a walk or other event.
Uploading photo or two to your
post is likely to boost your
ENGAGEMENT. This has the same
effect as clicking “Photo/Video”
above the text box and selecting
“Upload Photos/Videos.”
Add a feeling or action to
your post
Chapter Facebook PAGES do
not need to use this function.
If you want to target people living
in specific towns/cities, rather than
posting to everyone who follows
you, you can use this tool.
THE PUBLISH BUTTON
On the bottom right you will see a button that says “Publish.” If you click the upside-down triangle next to it, you
will see three options. The most important of these is “Schedule Post” (information on scheduling posts can
be found here). If you have scheduled posts on your PAGE, you will see “1 Scheduled Post” under the text box.
If you click “See Post” you will see all scheduled posts and can edit and delete posts as needed.
POST LINKS
Copy and paste a link into the text box at the top of your Facebook PAGE.
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EDIT THE IMAGE AND HEADLINE OF LINKED
POSTS
If you want to SHARE a story on your chapter’s
Facebook PAGE, but the author unfortunately used
“committed suicide” in the headline, or if they used a
boring or triggering photo that pops up with the story,
you can edit the image and headline just like you would
any other post.
Let’s take the example to the right. For the example, we
want to change the three things outlined in red.
Step 1: Delete the URL
It’s long and ugly, and readers will be able to click on the
post to go to the link anyway.
Social Media Guidelines | 9
Step 2: Change the photo
Click “Upload Image” within the image, and select an
alternate image. You can always use AFSP’s logo. In this
case, because this is a personal piece, we will use the
author’s bio photo.
Step 3: Change the title
Simply click on the title to edit the title.
When you finish, click your mouse elsewhere on your
screen. The finished product should look like the
image to the right.
Now your post follows our guidelines. If you are concerned about the title still saying “committed suicide” on
the actual story, you can post a CONTENT WARNING, such as “Content Warning-Language.”
Social Media Guidelines | 10
LINK POSTS WITH MULTIPLE PHOTOS
When you plug some links into Facebook, they produce multiple images. Most of the time, links do not need
more than one image. You can delete the extraneous images.
Step 1:
You can choose which image to use by clicking/unclicking the
image(s) you do not want.
Step 2:
In most cases, you should use the first image that comes up. It
will be optimized for Facebook. In this example, you can tell the
second image is not optimized because the words get cut off.
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Step 3:
Now that you’ve selected your image, you can write
about this post.
Sometimes you can use this feature to your advantage. Each image can go to a different link and have different
text written under it.
Step 1:
Add additional photos by clicking the plus sign next to
the first image.
Social Media Guidelines | 12
Step 2:
Upload whichever images you want to add (and click/unclick the
original if needed).
Step 3:
Edit the text under each image by clicking it.
Social Media Guidelines | 13
Step 4:
Edit the URL that each image will go to by clicking the icon that
appears when you scroll over the image.
Step 5:
Enter the URL in the pop up box and click “Confirm.”
Social Media Guidelines | 14
Step 6:
Once you have published this post it will look like this.
POST PHOTOS
Photos are a great way to boost ENGAGEMENT. To upload a photo, click the camera icon under the text box at
the top of your Facebook PAGE. Select the photos you want to upload. If you are only uploading one photo, the
caption of the photo is the text of the post. If there is more than one photo, you will need to enter the captions.
CREATE AN ALBUM
If you want to post a lot of photos, create an album. Click “Photo/Video” in the STATUS BOX and click “Create
Photo Album.” Once you’ve selected your photos, an album will appear for you to name.
POST VIDEOS
To upload a video directly to Facebook, select Photo/Video in the STATUS BOX and click “Upload Photos/
Video”. Once you’ve selected your video file, you can title it and provide a description. More information on
videos can be found below.
CREATE AN EVENT
Click “Offer, Event+” above the STATUS BOX, then click “event.” Fill in the information. Do not fill in the “Tickets”
area. Under “category” select “cause” and then “fundraiser.” The best way to manage the content being posted
to the event is to check the box that says “only admins can post to the event wall.” This will prevent spam,
dangerous or angry content from being posted. After you click “create event,” you will be brought to the event
page. There you should upload a cover photo, which should be around 784x295 pixels (this is a different size
than your PAGE’s COVER PHOTO).
PIN A POST
Pinning a post is a great way to post information you want everyone who visits your PAGE to see. Pinning a post
means that the post will always appear at the top of the page. This is a useful tool if you have an event that you
want people to register for or if your chapter is entered in a contest and you want people to vote.
After clicking “post”, click the downward arrow at the top right of the post, and select “pin to top” and the post
will stay at the top until you unpin it.
To unpin a post, click the arrow again and select “unpin from top.”
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SCHEDULE POSTS
You do not have to be online every time something is posted on your PAGE. Scheduling posts is a great way to
handle busy times at the chapter (or in your personal life), and to keep the PAGE active while you’re on
vacation. You can schedule hours, days, or even weeks in advance.
Scheduling is also a great tool for quality control: scheduling a post allows you to check your posts before they
go public.
Scheduling is also helpful when posting multiple photos that need captions. Once you schedule the post, go to
the scheduled posts page and click on your photos. You can cycle through the photos using your left and right
arrow keys. To change the caption, click “change the description” on the right side of your photo. This is useful
when the people in the photo need to be identified by name.
Lastly, scheduling is also useful for busy news days. When you are available to go online, schedule several posts
throughout the day, rather than have five posts go out in the same few minutes.
*Note: Once a post has been scheduled, you can’t change any links in the post. Photos can be edited by clicking
on them.
Scheduling is only available on desktop. After you have written your post into the STATUS BOX, click the upside
down triangle to the right of “post.” Click “schedule post” and enter your date and time.
DIRECT MESSAGES
Direct messaging is a way for PAGES to privately message people (and vice versa) on Facebook, just as you
would a friend.
It is recommended, though not required, that you turn private messaging off. We are not a crisis center and we
do not have the capacity to monitor private messaging 24/7.
If you are concerned about missing a potential volunteer, put your chapter email address in your Facebook
description.
ACT AS YOUR CHAPTER PAGE
Liking, commenting on, and sharing posts from other PAGES are great ways to build relationships with other
organizations and further your PAGE’s reach. When, for example, the Lifeline Page posts something relevant to
your PAGE, like or comment on it as your Chapter Page on their PAGE. Engaging with the posts of other
organizations lets them know you’re paying attention, and will encourage them to start paying attention to your
PAGE. People who like that PAGE may also see your comment and choose to LIKE your PAGE.
Above the comments section of a post, click the flag on the right side (in the same row as the LIKE, comment,
SHARE buttons). The flag button allows you to switch between liking and commenting as yourself and as
your PAGE.
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To SHARE another PAGE’s post to your PAGE, click the post’s share button. At the top of the screen that
appears, you will see “On your own Timeline.” In this setting the SHARED post will appear on your personal
timeline. Click “On you own Timeline” and a drop-down menu will appear. Then click “On a Page you manage.” If
you only manage one PAGE, write what you would like to say about what you’re sharing and click “Share” at the
bottom. If you manage multiple PAGES you can select which PAGE you want to post to and “as” in the
dropdown menus on the left and right. These two fields will almost always be the same page.
You also have to use this to comment on or like posts on your PAGE as yourself. For example, if someone directs
a comment to you personally, you should use this tool to respond from your personal account, not as the PAGE.
A NOTE ON SHARING
Know who you are sharing and retweeting from. If you wouldn’t want your FOLLOWERS to see other posts on
the PAGE you’re sharing/retweeting from, don’t SHARE from it. There are many trustworthy PAGES online
including the National Suicide Lifeline, NAMI, The Trevor Project, NIMH, etc.
CRAFTING FACEBOOK POSTS
The likelihood of the general public seeing PAGE posts on Facebook changes fairly frequently. Buffer says that
Facebook posts most likely to be seen by the greatest number of users include:
•
Posts with photos and videos
•
Posts that reference a trending topic
•
Videos uploaded to Facebook that receive a large number of views or extended viewing duration
•
Posts that TAG other PAGES within the text
•
Posts that receive a high volume of LIKES, comments, or SHARES in a short time
•
Link posts
•
Posts that are liked or commented on by friends
POST FREQUENCY
In an average week, (e.g., not National Suicide Prevention Week, or around Survivor Day) most experts
recommend aiming to post at least one time (and no more than three times) per day during weekdays.
However, post quality is much more important than post quantity. Post at least once a week and keep content
diverse and you will still have an engaged audience.
Do you have a walk coming up? Remember to post about other things. Only posting about one thing will lead
people to tune out your posts. Remind people why they want to fundraise for AFSP by posting new stories and
AFSP’s resources.
Ask your chapter board members and regular volunteers to LIKE, comment and SHARE posts on the chapter
page. Every interaction with your post counts towards getting even more people to see it. However, if any of
your board or volunteers are EDITORS on the page, remind them to interact with the PAGE as themselves,
otherwise it looks like the PAGE is commenting on its own post.
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Experts recommend that when you follow an 80/20 rule when it comes to asking your FOLLOWERS for things
(be it money, time, etc.). What this means is 80 percent of your posts should be articles, resources, videos,
photos, open ended questions, etc., while 20 percent of your posts can be asking for donations or encouraging
your FOLLOWERS to sign up for a walk.
FACEBOOK LIVE
Facebook launched its “Live” feature in 2016. Facebook Live is a great tool for sharing experiences with your
audiences in real time and engaging in a conversation with them. Live is a great tool for sharing, for example,
the opening ceremony of a walk, with all of your FOLLOWERS. It’s also a great tool for carrying out interviews or
Q&A’s, as people can leave questions in the comments and you can answer them live. It is important to
remember that live means that whatever is said can be heard by anyone who follows you. Go over the
recommendations for safely talking about suicide with any participants before you go on air. More useful tips
for Facebook Live can be found here. You can watch an example of a live Q&A we did in the national office
here. You can watch an interview style Facebook Live that AFSP’s Dr. Christine Moutier did with The New
York Times here.
FACEBOOK TIPS
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Twitter
Twitter has more than 317 million monthly active users worldwide. Its system of HASHTAGS and RETWEETS
makes the reach of any given account potentially infinite. Keeping an active Twitter account is important to our
success as an organization.
OUR GOAL
To increase the number of people who follow our Twitter accounts.
TWITTER GUIDELINES
Chapter must email [email protected]:
•
All login information for chapter Twitter Accounts
•
Name and contact information of the person in charge of the chapter’s Twitter account — keep this
information up-to-date as volunteers change over time
All Twitter accounts must be linked to the Chapter email account.
When you are expressing condolences, particularly to the public (such as with the loss of a celebrity or a loss
that is being talked about locally) do not say “our prayers.” Always say “our thoughts”. We need to be inclusive of
people from all backgrounds.
TWITTER BASICS
If you’re a pro skip ahead.
When you’re ready to send out your first tweet, select this button at the top of your twitter screen.
You can write a tweet of 140 characters or less.
You can also add a link or
a photo. Links take up 22 characters.
All tweets (when space allows) should
also have our #StopSuicide HASHTAG.
This HASHTAG is 12 characters long.
If you post a photo, a link and
#StopSuicide, you will only have
104 characters to write a message.
If you want the tweet to appear in everyone’s FEED, start the tweet with a period and then the TAG.
If you want to reply directly to a tweet and you don’t want all of your follwers to see it, you can start the tweet
with @. Please note that these tweets are still public, they just won’t show up in your FOLLOWER’s FEEDS.
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REPLY TO A TWEET
Starting a tweet with an @ symbol tells
Twitter that it is a reply. In this tweet,
@afspnational replied to
@Hannahemoch’s tweet.
PIN A TWEET
Do you have something that you want to make sure those who come to your chapter’s Twitter know?
You can “pin” a tweet to the top of your page. This means that no matter what you tweet, the “pinned” tweet will
stay at the top of your page. To pin the tweet, click the three dots at the bottom of a published tweet and select
“pin to your profile page”. To unpin a tweet, click the three dots again and select “unpin from profile page”.
Pinning Tweets is a useful tool if you have an event that you want people to register for, or if your chapter is
entered in a contest and you want people to vote.
SCHEDULE A TWEET
Unlike Facebook, Twitter does not have a built-in scheduling function. There are multiple services to help
manage and schedule tweets (see Social Media Management).
CRAFTING A TWEET
Unlike on Facebook, FOLLOWERS on Twitter will see everything you post.
•
Talk with people, not at them; reply to @mentions, and address both positive and negative feedback
•
Respond quickly — it’s a real-time network, so businesses shouldn’t keep FOLLOWERS waiting too long
•
Keep tweets conversational; be professional without being overly formal
•
Think about how your content will be consumed by your FOLLOWERS — would they want to RETWEET it?
•
Incorporate inspiration and newsworthy content to draw FOLLOWERS in
•
Use HASHTAGS, but sparingly
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TWEET FREQUENCY
Experts recommend that businesses tweet 3-5 tweets per day, but much like Facebook, quality is more
important than quantity. Aim for tweeting a minimum of once a week at the very least. Your challenge is that
during the time of year when you are most busy with events and campaigns you can get the most out of
promotion on social media. On the flip side, when it’s busy at the chapter, or during national events, don’t be
afraid of tweeting too much as long as you vary the topics of each tweet.
TWITTER TIPS
Tweets with two HASHTAGS get the highest
engagement.
Tweets between 71-100 characters get the most
RETWEETS.
Tweets with photos get much higher ENGAGEMENT.
TRENDING HASHTAGS
Trending HASHTAGS can be a great way to get your
material to a new audience but they’re not always
appropriate. Many companies have gotten into trouble
by posting a joke or an advertisement using a serious
trending HASHTAG. It is important to explore the
HASHTAG a little bit before using it. If the
TWEETS seem positive or relevant, feel free to
use the HASHTAG.
For example, when #Its2016AndWeStillDont
was trending in the United States.
@AFSPNational posted a tweet with our
research infographic which pointed out that we
don’t have enough funding for suicide
prevention research.
When Robin Williams died, his name trended
for a significant amount of time and when we
posted about it we made sure to include
#RobinWilliams, so that the people discussing
and reading about him would see our
commentary as well.
Know who you are RETWEETING from. If
you wouldn’t want your FOLLOWERS to see
other posts on the PAGE you’re RETWEETING
from, don’t RETWEET it. There are many
trustworthy Twitter accounts including, but not
limited to, the National Suicide Prevention Lifeline
(@800273TALK), NAMI (@NAMICOMMUNICATE), The Trevor Project (@TrevorProject).
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Instagram
Instagram is a smartphone app with 500 million monthly active users worldwide. It’s the fastest growing social
media network. Which means we need to conquer Instagram.
Our goal: to increase the number of people who follow our Instagram accounts.
INSTAGRAM GUIDELINES
All login information for chapter Instagram accounts must be emailed to [email protected] immediately. The
AFSP staff member associated with the chapter should also know all login information.
AFSP chapter accounts must be set up “with email” and must be connected to the chapter email.
When you are expressing condolences to someone, particularly to the public (such as with the loss of
celebrity, or a loss that is being discussed locally) do not say “our prayers.” Always say “our thoughts.” We need
to be inclusive of people from all backgrounds.
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INSTAGRAM BASICS
If you’re a Pro skip ahead.
The House Icon
The Magnifying Glass Icon
The Camera Icon
This brings up your FEED, which
pulls up the posts from the
people you have followed.
Second from the left, is where
you can search for other
accounts and search
HASHTAGS.
Touch this to bring up your
camera and photos.
The Profile Icon
The Tag Icon
The Notifications Icon
The far right icon accesses your
photos, as well as photos you
have been TAGGED in.
TAGGED photos can be found by
clicking this icon. If your chapter
gets TAGGED in an offensive or
dangerous photo, select the
photo, tap your chapter’s name,
and select “Hide from My Profile.”
Second from right on the main
Instagram page is the
NOTIFICATIONS icon. Use it to
see when people follow you,
mention you in a comment, TAG
you in a photo, LIKE, or comment
on your photo.
POST A PHOTO
Click the plus icon and scroll through your photos and videos to find the right photo.
Click “Next” to edit the image. You can change the filter on your photo but you don’t have to. If you click “edit”
you will find several options for altering your photo. For the most part you do not need to use these tools.
Once you’re finished editing the photo, click “NEXT.” Write your caption, and be sure to use HASHTAGS. You can
also TAG people (or other organizations) in the photo.
Finally click “SHARE” at the bottom of the screen.
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POST A VIDEO
Click the camera icon and scroll through your photos and videos to find the right video. Videos on Instagram
must be one minute or less.
Click “Next” to change the filter on your video. If you click “trim” you will be able to choose a portion of the
video.
By clicking “cover,” you can choose the still you want to show up before the video starts.
Click “Next” and then write the caption with the photo and be sure to use HASHTAGS.
Finally click “SHARE” at the bottom of the screen.
INSTAGRAM TIPS
For every 1,000 FOLLOWERS on Instagram, you should expect roughly 37 likes and comments on a good post.
Multiply your number of FOLLOWERS by .037 to figure out how many likes and comments you should be
getting on your posts.
Unlike on Twitter where two HASHTAGS provide the most ENGAGEMENT, on Instagram the more HASHTAGS
you use, the more likes you will get. However, using too many HASHTAGS is visually unappealing and may turn
off some FOLLOWERS. Most businesses use a 5-per post rule.
HASHTAGS
HASHTAGS are a great a way to reach audiences beyond your FOLLOWERS. It is important to make sure you’re
using the right HASHTAGS. Explore a HASHTAG before you use it. If you wouldn’t want your FOLLOWERS
seeing the images that use that HASHTAG don’t use it. For example, it is a bad idea to use #Suicide. When you
try to view the stream for #Suicide on Instagram, a note will pop up, warning you that the images are graphic.
INSTAGRAM STORIES
In 2016, Instagram launched its “Stories” feature, which allows users to post a number of images or videos that
only stay posted for 24 hours. It is Instagram’s answer to Snapchat, which makes it a great option for chapters
who want to explore the possibility of using Snapchat. You can use Instagram stories to post multiple photos
and videos from an event. This is a great way to share your events with people who might not have been able to
attend without clogging up their FEED. You can read all about how to use Instagram stories by clicking here.
REPOST APP
Instagram does not provide its own sharing function, which means you cannot repost the images national or
other organizations post on their Instagram, at least not from within the platform. However, you can
download the free Repost app for Instagram from your mobile device’s app store. Make sure you are logged into
the Chapter’s Instagram and then download and open the app. Open Instagram and find the photo you want
to repost to your account. Click the the three dots at the top of the photo and click “Copy Share URL.” Close
Instagram and open the Repost app. Click on the photo and then decide where you want the original accounts
name to be on the photo. Click “Repost,” then “Open in Instagram” and finally “Copy to Instagram.” You can post
the photo like you would any other. You can paste the original caption (Repost app will have copied it for you) or
write your own caption.
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Snapchat
If your chapter has already conquered Facebook, Twitter, and Instagram, you may be ready for Snapchat.
Snapchat is most useful for sharing live events with your FOLLOWERS. One of the most unique things about
Snapchat are geolocated filters, which allow users to show that they are attending a specific event through
branded filters. @AFSPNational used Snapchat, particularly the geo-filters, for the first time at the 2016
Overnight Walks. We posted photos and videos throughout the night and participants could use our filters at
the opening, closing and mid-point. Because Snapchat is especially popular among young people, it might be
a good tool for your Campus Walks. Only launch a Snapchat account if you have someone who can be focused
on using it at events, and if you feel your use of Facebook, Twitter, and Instagram is strong.
Video
How you record videos at your events largely depends
on what you intend to do with your videos. If you want
to use your videos beyond social media, you should
not record them on a smart phone. Instead, hire a
professional videographer. When this is not possible,
it is best to use a digital camera or video camera and
have someone with a steady hand record video. The
last option should be to use a smartphone.
If you do use a smart phone, hold the phone sideways.
YOUTUBE
There are many ways to post videos online. The most
popular video sharing website is YouTube. YouTube is
a powerful resource but it can also be problematic.
Chapters should not make their own YouTube
accounts.
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Social Media Management
(OPTIONAL) TOOLS THAT MAKE IT EASY
TWEETDECK
Tweetdeck is a tool for managing Twitter accounts. It’s especially useful if you have multiple Twitter accounts).
The program allows you to keep track of the tweets by National and other important accounts. You can also
keep tabs on a particular HASHTAG, such as one of your events, as well as general HASHTAGS like
#OOTDwalks or #OutoftheDarkness. You can tweet for multiple accounts, create columns with multiple
Twitter FEEDS to watch, or keep tabs on a HASHTAG. You can also schedule a tweet (although not a tweet with
a picture, see Buffer below).
BUFFER
Buffer is fabulous for scheduling tweets with photos. Buffer is also a really great place for tips on how to use
social media effectively. Sign up for their blog here to receive emails with tips on how to use social media
effectively. It’s a great resource!
CONNECTING YOUR SOCIAL MEDIA ACCOUNTS
Facebook, Twitter and Instagram make it easy for you to connect them.
You can tweet your Facebook posts. However because your Facebook posts will most often be longer than a
tweet, the beginning of the post will appear with a link to Facebook post. This is not ideal and should only be
used when you feel you do not have time to post in both places but want to keep your Twitter active.
To start posting Facebook posts on your Twitter account, make sure you are logged into the chapter’s Twitter
account as well as your own Facebook page. Then go to www.facebook.com/twitter. At the bottom you will see
“Link your Pages to Twitter.” Find the Chapter page and then click “Link to Twitter.” Then click “Authorize App.”
You can also post your tweets on your Chapter’s Facebook page. To do this, make sure you are logged into the
chapter’s Twitter account as well as your own Facebook page. Then, on Twitter, click the small version of your
PROFILE PICTURE in the top right and then click “settings.” From the left side menu select “Apps.” “Facebook
Connect” should be listed. Click “Connect to Facebook,” then “okay” and “okay” again. Click “Allow” where it
says “Allow posting to one of your pages” and then click “okay.” Select the Chapter page from the dropdown
menu and uncheck “post retweets to Facebook” and “post to my Facebook profile.” You can undo all of this at
any time by clicking “Disconnect.”
You can also connect Instagram to Twitter. When you tweet an instagram photo, it will appear as a link. Though,
once again, this is not ideal, it is a good way to keep your Twitter active if you do not have the time. In the final
screen before a photo posts to Instagram, there are a number of options for sharing. If you get an error
message when you click Twitter, you will need to go to your phone’s settings and re-enter your Chapter’s twitter
account password.
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Analytics
ANALYTICS are a great way to measure your chapter’s social media progress. They are also great to see the
success of a given campaign because you can compare one week to another. For example, you can compare
the ENGAGEMENT of this year’s National Suicide Prevention Week with last year’s.
On Twitter, ANALYTICS can be found by clicking on your logo on the top right and choosing “analytics” from the
drop-down menu.
On Facebook, click “Insights” at the top of your page.
Glossary
ADMIN
Used on Facebook, this designation gives you full access to a Facebook page.
ANALYTICS/INSIGHTS
Tools available on Twitter (ANALYTICS) and Facebook (INSIGHTS) to measure your effectiveness.
CONTENT WARNING
Words, images or actions that can upset or potentially devastate people. In this context, these can include
mentions of suicide method or use of the term “committed suicide.”
COVER PHOTO
Used on Facebook this is the horizontal photo that runs across the top of a PAGE.
EDITOR
Used on Facebook, this designation gives you almost all access to a Facebook page.
ENGAGEMENT
This is used on Facebook, Twitter and Instagram. Facebook and Twitter make it easy to measure this using
INSIGHTS or ANALYTICS. ENGAGEMENT is a measurement of the number of people interacting with a given
post. This includes things like LIKES, COMMENTS and SHARES on Facebook and FAVORITING and RETWEETS
on Twitter, as well as the LINK CLICKS.
FANS
People who have LIKED a Facebook PAGE are called FANS.
FEED
Used on Twitter and Instagram, it’s the page where people go to see all of the tweets of the accounts they
follow.
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FOLLOWERS
A term used on Twitter and Instagram mostly. FOLLOWERS are those who have signed up to receive the
tweets/posts of any given account. On both Twitter and Instagram, people click a button that says “Follow” to
become a FOLLOWER.
HANDLE
Used on Twitter, it is the phrase following the @ symbol
HASHTAG
Used primarily on Twitter and Instagram, though also used on Facebook. The phrase that follows the octothorp
or number sign (#).
HEADER PHOTO
Used on Twitter this is the horizontal photo that runs across the top of a page.
INSIGHTS
Tools available on Facebook (INSIGHTS) and Twitter (ANALYTICS) to measure your effectiveness.
LIKES
LIKES are used on Twitter, Instagram, and Facebook. People who have LIKED a PAGE on Facebook are called
FANS. People can also LIKE posts on Facebook and Instagram and LIKE tweets on Twitter to indicate that they
have seen the post.
LINK CLICKS
Used on Twitter and Facebook to measure ENGAGEMENT. This is a measurement of the number of times a link
in a post was clicked.
NEWSFEED
Used on Facebook, it’s the page where people go to see all the posts of their friends and the PAGES that they
follow.
NOTIFICATIONS
Used on Twitter and Facebook, NOTIFICATIONS tell you that your post has been LIKED or SHARED/
RETWEETED, or that someone has posted/tweeted to or about your PAGE.
PAGE
A type of account on Facebook. This is the type allotted for businesses, organizations, etc.
PROFILE PICTURE
Used on Facebook, Twitter and Instagram. This is the smaller photo on the top left of any given account.
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RETWEET
Similar to SHARES on Facebook. FOLLOWERS can RETWEET a tweet by clicking the button below. It will then
appear on their profile and in the FEED of their FOLLOWERS.
SHARES
Used on Facebook. People can SHARE any given post, photo, video, etc so that it appears on their profile and in
their friends NEWSFEED.
STATUS BOX
The text box at the top of your chapters PAGE where you can post statuses and photos/videos.
TAG
Used to include another PAGE/account in a tweet/post written on Twitter, Facebook, or Instagram, whether to
speak to or about them. Using the @ symbol followed by their name or HANDLE.
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