2014 Social Media Tips Twitter Best Practices Facebook Best Practices Communications Timeline
2014 ASPCA Mega Match-a-thon Live-Tweeting Tips! Hello, 2014 ASPCA Mega Match-a-thon participants! The following tips will help you use Twitter to promote your event and build community support! Use the Unique Hashtag #megamatch During the 2014 ASPCA Mega Match-a-thon, all tweets should contain the hashtag #megamatch. The hashtag will not only help in measuring your event's success, but will also serve as an advertising tool and community builder. Remember, this hashtag will count toward your 140-character limit. Consider posting a sign at the event encouraging participants to tweet from their mobile devices, requesting that they, too, use the #megamatch hashtag. Tweet an introduction, a conclusion and reminders. This is vital. In your first tweet, introduce your shelter, explain that you re live-tweeting during Mega Match-a-Thon weekend. Name your event and where it s being held. Introduce the #megamatch hashtag. For example: We re live tweeting from our 2014 ASPCA Mega Match-a-thon #megamatch adoption event in Naples, FL Stay tuned for updates! Not everyone will be with you from beginning to end. Depending on length of event, you may wish to welcome new followers as such: For example: Just joining us? This is @yourname for Pawsshelter live-tweeting from our #megamatch adoption event! In your last message each day, state that you ve finished and thank your followers for joining you. Let your followers know if you plan on continuing your live tweeting the next day. Give details. Bring the followers to you. Use statistics, names, breeds, colors, emotions, etc. Attach photos and links when applicable. Include a statistic or photo when applicable. Not all tweets need a link. Use conversational tone. Pretend that you are talking to just one person, as if a conversation is taking place. Keep it simple and relevant. Show personality! Don t be afraid to be funny! Your tweets should reflect a positive personality, one that your followers can relate to and easily engage with. Be engaging. - Practice the art of flirting ask some questions i.e., What do you think our total number of adoptions will be today?, How would you caption this photo? - Space out tweets strategically to build suspense and your audience interested. - Be sure to give them shout-outs on their participation efforts. Page 2 of 6
Ask your followers to "Please RT!" Consider adding "Please RT!" to select posts. Sometimes all you need to do is ask people to help you spread your message. And practice what you tweet- -make sure you re doing your part by retweeting other people s interesting tweets. Respond promptly. If Twitter users respond to your coverage with questions or comments, be sure to respond to them, even if it s just to say Thanks. Watch how far a kind word or personal message can go! Use Retweet and Reply correctly to give shout-outs and comment on posts. You don't need to retweet every comment that comes your way, but you should reply. Pick and choose your Retweets based on the power of the message. Be objective. Respond quickly to both positive and negative feedback, but don't waste too much time engaging with trolls you re gonna have lots of successes to focus on this weekend! Pull your stats! If you are using a program to pull your Twitter stats, be sure to do so at the end of each day s tweeting, as Twitter will only allow reporting for a limited number of days. Repurpose your content! What to do when it's over? With all the photos and messages you tweet, you'll have some nice material to write up a newsletter article, story for your website, email blast, Facebook photo album or blog post. Page 3 of 6
Facebook Best Practices Ready to ramp up your communications plan for the 2014 ASPCA Mega Match-a-thon? Check out these general tips for rocking this #1 social media platform whether you re an expert on your shelter s Facebook team or just getting started. Use conversational tone. Pretend that you are talking to just one person, that a conversation is taking place. Do not broadcast. Keep posts simple and relevant. Engage your fans. Ask them to caption a photo, respond to quiz questions, name a shelter pet and more. Social media is a two-way conversation. Get your fans involved. Show personality! Don t be afraid to express yourself! Your posts should reflect a positive personality, one that your followers can relate to and easily engage with. Post regularly. On average, try to post at least three times a day. Vary content and space out posts strategically to keep up the momentum and keep your audience interested. Schedule posts. Use a social media calendar with set publishing dates to keep fans informed. Ask your followers to "please share. See what happens when you add Please share!" to one of your posts. Sometimes all you need to do is ask get people to help you spread your message. Respond promptly. If Facebook users respond to your post with questions or comments, be sure to respond to them in the comment section, even if it s just to say, Thanks for sharing. Kindness allows you to stand out from the others and makes an excellent impression. Work with various departments for content. Your social media followers are fascinated by the day-to-day operations of your shelter. Put out the word for behind-the-scenes photos and interesting tidbits to share with fans for example, how much litter and food you go through in a week, how many doggie toys you have, how much laundry you do, etc. Monitor, but be objective. Respond to both positive and negative feedback. In some cases, it s a GREAT opportunity to educate your community about your services and bust any myths they may have. P.S. Don't waste too much time and resources engaging with trolls. If a fan is consistently using profanity or harassing other fans, elicit a public warning. If the behavior continues, feel free to ban them or hide their comments. Monitor what other shelters are doing. Visit other Mega Match-athon participants Facebook pages for good ideas and inspiration. You ll also find examples of effective posts from shelters all across the country on ASPCApro s Facebook page. After all, social media is all about sharing. Page 4 of 6
2014 ASPCA Mega Match-a-thon Communications Timeline At least 5 weeks before Develop a promotional plan for the event: -Create an event flyer as jpg or pdf - Include on all your free social media and online channels: Facebook, Twitter, - YouTube, enews or email, website, press release, community calendars - Ask your sponsors to help with promotion/publicity Assign and train an individual or team to take photos/video during event and post and tweet regularly. Make sure they re informed on the use of the hashtag #megamatch. The week before Do a blog post, email and/or Facebook post to remind people about the event and ask them to participate by attending live, sharing, posting photos and comments, etc. Tell them to use the hashtag #megamatch on their posts on Twitter, Instagram, Google+ and Pinterest. Create a Facebook Photo album of available animals; fun graphics can increase engagement and will make it easier for people to share. To help build buzz, post some photos of your staff and volunteers getting ready for the event grooming animals, decorating the shelter, stuffing adoption packets, behind-the-scenes at your media spots you name it! During your event Set a clear start and end time for your social media coverage. Begin the event by reposting your blog/facebook post about the event and asking people to attend and post. Post on Facebook (and Twitter) ideally at least every hour throughout your event. Ask people to share and comment on your posts, and always use the hashtag #megamatch. Take a photo of every adoption get creative and have them hold up fun signage. An adoption counter with a running tally will show your progress and get folks online and in your shelter excited and engaged. After your event Tally your results: Number of adoptions, foot traffic, donations, Facebook insights, Twitter crowd booster, etc. Page 5 of 6
Thank all of your staff, volunteers and supporters by reporting back on their accomplishments on your social media channels how did you do against your goals? Did you break any records? What other results can you report? Ask people to share the good news! You got some awesome photos and video during the event, right?! Compile it into a Facebook photo album, blog post, news article on your website or email to your supporters. Page 6 of 6