1. Building Your Brand and Meeting Your Mission Using Social Media October 4, 2013 The Rules of Engagement

3. The Case for Online Engagement  Reinforce credibility  Enhance ability to deliver on mission  Recognize & nurture your member community  Make you better at your job!

4. What do you mean, “engagement?”  What is IS: Give and take Mutual exchange of value  What is ISN’T: The number of Likes or Followers you have

5. Setting Goals: How Can Social Media Help Further Your Mission?  Sample Goal: Increase attendance at brown bag lunch events Social media strategy: Generate buzz leading up to event by creating a #hashtag, blogging about the topic/presenter, and creating/promoting a Facebook event.  Sample Goal: Enhance resources for job-seekers Social media strategy: Host a monthly Twitter chat, curate job-seeking tips and post to Facebook, invite members to guest blog on their career paths & tips.

6. Setting Goals: How Can Social Media Help Further Your Mission? Group Brainstorm: What are 2-3 goals for your chapter in the coming year? What social media strategies could you use to help meet these goals?

8. Covering the Basics  ONE: Look the part Good visuals are key! Follow guidelines on sizes to prevent mishapsguidelines on sizes Be consistent across platforms

11. Covering the Basics  TWO: Strive for consistency Users have different expectations on different channels Time-saving tools can help with this (more on that later!)  THREE: Post content that is appropriate for each channel No auto-linking! Tweak same content for different platforms

12. Covering the Basics  FOUR: Listen & respond appropriately

13. What Channels Should We Be On?  Facebook  Twitter  LinkedIn  Blog  Instagram*

14. Facebook

15. Twitter

16. LinkedIn

17. Blog

18. Instagram

19. Your Content Strategy  Don’t make it all about you! Curate & share links from elsewhere on the web Be a generous & reciprocal community member

20. Your Content Strategy  Be mindful of what your community wants to see Visuals, infographics, multimedia Humor, memes

23. Your Content Strategy  Stock your content pantry Plan in advance using an editorial calendar Re-purpose content from events, newsletters, etc.

25. The Secret Sauce to Growth: Integration  Integrate with other communications channels Recognize “power users” Make sure to link and sync  Create a “second screen” experience to extend conversation #hashtags at events Collect & feature user-generated content

26. Time-Saving Tips  Create a calendar in advance Stockpile content that can be repurposed Supplement this with real-time curation  Utilize a social media dashboard (e.g. Hootsuite, Tweetdeck) Schedule posts in advance** But don’t cross-post!

27. How do you know if it’s working?  Remember your goals! Create objectives that can be easily measured  Sample measurement tools A spreadsheet Google analytics Hootsuite / Tweetdeck Facebook Insights Socialmention.com

31. Center for Social Impact Communication Georgetown University Julie Dixon 640 Massachusetts Avenue NW Washington, DC 20001 202.687.8552 jld227@georgetown.edu http://csic.georgetown.edu jld227@georgetown.edu http://csic.georgetown.edu Twitter: @jdldixon / @georgetowncsic