Southern CA Regional Conference - September 10th, 2016 Social Media Best Practices & Case Study Nisha Bhatt, Southern CA Communities Fellow Teresa Baxter Southern CA Leadership Team member FT Altadena/FTLA

Social Media – Questions to ask What is your message/story? How do you maintain consistency in messaging? What is/are the best social media channel/s to use? Who is your audience? What kind of posts are most engaging to your audience? How often will you plan to post/update? Who will be responsible for social media from your team? How will you measure how your posts are doing? Who is your network? What ideas/mission/story do you want to share consistently over time Know your audience - Local Fair Trade consumers and business owners, people who are interested in social justice, environmental sustainability and yummy products! What posts would be engaging - What products are available, inspirational quotes, local events, campaign achievements, your connection to the national movement, etc. Maintain consistency in branding Social media channels = FB, Twitter, Instagram, Pinterest, Snapchat www.fairtradecampaigns.org

Social Media “To-do’s Ask questions and respond to questions Call to action – “like” “share”, comments, hashtags, events, groups Use photos, videos and links – “A picture is worth thousand words” - Napoleon Bonaparte Share relevant, original, unique, exclusive content Maintain consistency in branding and messaging Infographics - compelling data and images Taylor posts to social media platform Insert humor Engage with and repost/tweet other people’s content adding your own messaging Taylor posts - keep tweets short and sweet, Instagram and Pinterest are visual content heavy, Facebook encourages call to action www.fairtradecampaigns.org

More Social Media “To-do’s Metrics! Engage with mission aligned networks Stay informed and up to date - http://www.socialmediatoday.com Make a content calendar and schedule posts Look into tools to help you manage several platforms – Hootsuite Address negative posts/comments promptly Metrics – measure outcomes of posts – FB has analytics, FB Insights button – review your likes, shares, retweets, reposts – this will help you to see what peeks your audiences engagement (https://www.youtube.com/watch?v=3KVT0qPid8Q) Who is your network? Always engage with local and national groups that have similar missions by liking their pages interacting with or sharing their posts. Look at who other organizations follow to build your list Stay up to date on latest social media technologies, trends and happenings Negative comments – you can hide negative comments, if persist reach out to the individual if comfortable, if not you can ban from your page (searchable YouTube tutorials are available http://www.youtube.com/watch?v=49g9oP2b7n0) YouTube tutorials are a great way to learn methods of doing things on platforms and staying up to date!

Social Media “No-no’s” Don’t use a lot of text/words Don’t post inappropriate or offensive (according to your audience) content/images Don’t copy others messaging/posts directly or repost/retweet to too often Don’t be repetitive/redundant People don’t read more than a two sentences before moving on and photos have 39% more engagement and more likely to show up in newsfeeds www.fairtradecampaigns.org

Great posts! Consistent Branding & Messaging www.fairtradecampaigns.org

Great posts! Call to Action/engagement (target audience, quotes, humor, photos, links, comments & #hashtags, infographics)

Fair Trade Photofest Show your love for Fair Trade and win a trip to origin! ​Week 1 (October 1 – 7) – Fair Trade Cuties Week 2 (October 8 – 14) – Where’s the Fair? Week 3 (October 15 – 21) – Fair Trade in Action Week 4 (October 22 – 28) – ​Share the Fair www.fairtradecampaigns.org

Case Study Posting to social media platforms for Fair Trade Los Angeles (FTLA) – highlights and lessons learned - Teresa Baxter www.fairtradecampaigns.org

Resources My contact: nbhatt@fairtradeusa.org Searchable on Fair Trade Campaigns Website – Facebook and Twitter Best Practice Guides: http://fairtradecampaigns.org/wp-content/uploads/2014/03/FACEBOOK-Social-Media-Guide.pdf http://fairtradecampaigns.org/wp-content/uploads/2014/03/TWITTER-Social-Media-Guide.pdf www.fairtradecampaigns.org

Resources cont. Searchable on YouTube (FB Insights and how to hide/ban): https://www.youtube.com/watch?v=3KVT0qPid8Q http://www.youtube.com/watch?v=49g9oP2b7n0 Other useful websites: http://www.socialmediatoday.com http://www.catholicapostolatecenter.org/social-media-crash-course.html www.hootsuite.com www.fairtradecampaigns.org

Thank you! “They need to believe in your mission - create a consistent narrative that shares your mission” – Kate Fowler, Communications Expert, Catholic Apostolate Center “A picture is worth thousand words” - Napoleon Bonaparte www.fairtradecampaigns.org