Michelle Samplin-Salgado, MPH #AETCApproved: Leveraging National, Regional & Local AETC Social Media Efforts March 2016 AETC Program E-Learn Committee Call

MICHELLE SAMPLIN-SALGADO Digital Media Director, AIDS.gov/JSI Places I’ve lived New York Arizona Hawaii Ecuador Boston Miami Beach Favorite Websites/Blogs Fast Company Smashing Magazine Mashable AIDS.gov

LEARNING OBJECTIVES Today we’ll discuss… …strategies for social media use at the national, regional and local levels, while maintaining the national identity of the AETC Program.

TELEPHONE vs. MEGAPHONE Here’s the secret: People don’t just want to consume information. They want to be involved. Get involved.

KEEP MOVING “If you can't fly then run, if you can't run then walk, if you can't walk then crawl, but whatever you do you have to keep moving forward.” - Martin Luther King, Jr.

SHARE PAIR #1 Where are you now? Is your organization at crawl, walk, run, or fly with social media? What do you need to do to improve?

Maturity of Practice: Network Nonprofits Source: Measuring Networked Nonprofit LISTEN & ENGAGE Who are you listening to? What are you listening to? Share what you learn. Use what you learn.

LISTEN

OBJECTIVES Reaching your regional & local audience while elevating the national AETC brand Are you sharing a resource? Training? Findings? Job postings? National events? What else?

CONTENT CURATION Where do you find content? Where will you find information? How will you share information

STRATEGY How will you accomplish this? What are your resources? Who is doing the work? How do you make it sustainable?

USE THE NCRC WEBSITE AS A RESOURCE #AIDSETC

THINK NATIONAL. ACT LOCAL. Adapt national messages for your local audience #AIDSETC + #yourprogramname

ELEVATE THE AETC NATIONAL BRAND #AIDSETC: Editorial calendar coming soon

FIND CONTENT ON THE NCRC CALENDAR TO SHARE #AIDSETC # aidsetc

SAMPLE POST: JUST COPY & PASTE #AIDSETC

SOCIAL MEDIA FEEDS MOVING TO THE NCRC CALENDAR PAGE #AIDSETC

BORROW FROM OTHER NATIONAL BRANDS Use national organizations as assets & etc.

Overly formal language can feel out of place. Think about how you’d write it to a friend. Posts that evoke emotion often stand out in News Feed. Inspiring, solutions-oriented messages are often the most engaging. FIND YOUR VOICE

Share relevant personal stories Be honest about the ups and downs; celebrate successes and reflect on setbacks Post on-the-ground stories from the field or photos of events Post behind-the-scenes photos and videos of your team at work Have a dialogue with supporters by asking for feedback. #AIDSETC BE AUTHENTIC Many people view Facebook on a mobile phone, so always consider what your post will look like on a small screen.

BE VISUAL Visuals can personalize your organization and the people you serve. #AIDSETC

USE VIDEO Videos are 7 times more engaging that other types of posts. They start automatically make the first 3-5 seconds especially compelling. #AIDSETC

INFOGRAPHICS Infographics can communicate data and complex ideas. They make info easy to digest and appealing to share. #AIDSETC

LINK TO RESOURCES By adding a link, it creates an image and large clickable area that sends people to the linked website. This instantly makes a posts more visual. #AIDSETC

TELL A STORY A picture is worth a thousand words. Use the caption to tell the part of the story a visitor would never know from looking at the picture.

BE RELEVANT Give your followers useful, interesting, retweetable content #AIDSETC

TWITTER Always include links in your tweets. #AIDSETC

RETWEETS Curate good content through retweets #AIDSETC

FOLLOW TRENDS What’s trending now? Use one of the trending topics and the rationale behind it. #AIDSETC

1.Stay tuned for new AETC NCRC editorial calendar and social media feed 2.Connect with other AETC Program social media pages 3.Share national events with your regional/local audience, AND share regional/local events with the NCRC to post nationally. Use #aidsetc to identify the AETC Program and connect related information 4.Sign up for AIDS.gov virtual offices hours WHAT’S NEXT

QUESTIONS?

NEXT E-LEARN CALL May 10, 2016, 1-2 PM ET (tentative) Topic and speakers TBD Send suggestions to Judy Collins