The social media landscape changes every 6 months, and the smartphone is only accelerating this change. Don't blindly follow the latest social media fads and gurus to guide your social media strategy. Fortunately there is a ton of engagement data around what people are doing on your site (Google Analytics) and social platforms/profiles (Facebook Insights and other native analytics platforms). Learn to look at your organization's own data to see what is driving real value. If your organization can gather, analyze, and act on its data it will be ready to jump on the next trend in a way that drives real impact.
We’ll start with the 5 truths that apply to all social media platforms. Then, we’ll walk you through the “Big Three” platforms: Youtube, Facebook, and Twitter. For each, you’ll learn:
We’ll answer the age-old question: how to be human on social media. You’ll learn how to:
Lastly, we’ll dive into how to use data to enhance your approach. You’ll see walkthroughs and insights from:
which will teach you how to use each platform to find insights about your users and turn those insights into action. We’ll give you strategies to engage your whole team in the process and begin to build a Data Culture at your organization!
Welcome to WWU! You’ll learn how to be your own social media guru by learning the tools (Youtube, Twitter, and Facebook), learning how to Be Human, and learning how to use data to take action. George Weiner, your instructor, is the founder and Chief Whaler of Whole Whale - a digital agency that works with nonprofits to help them maximize their impact.
Play a game along with us to see how important it is to make your social media asks clear and easy. Two helpful terms: Network latency is the time it takes for a message to permeate a whole audience. Anchoring is a way to change how someone perceives a certain message.
Learn the secret sauce behind Youtube’s algorithm and how to use it to your advantage to get more video views and engagement. Learn more about YouTube cards here: http://www.wholewhale.com/tips/new-youtube-cards-for-nonprofits/
Our WWTV episode on Youtube analytics shows you how to look at retention rate as an important engagement metric on Youtube. With this in mind, here are 9 more tips for promoting your YouTube videos: http://www.wholewhale.com/tips/9-ways-promote-youtube-videos/
Twitter Analytics and other tools can work wonders for your organization and let you analyze what’s working, and what’s not, on your Twitter. Twitter Analytics and other tools can also help you answer these 9 common Twitter questions: http://www.wholewhale.com/tips/9-common-twitter-questions/
You can check out more Twitter Analytics stuff here: http://www.wholewhale.com/tips/4-essential-questions-twitter-analytics-can-answer/
How do you know the success of your org’s Facebook page? We cover engagement, likes, and what types of posts you should focus on.
On social media, you treat and see brands the way that you treat and see people. Learn how companies like Prezi and JetBlue are building personal relationships on social media. Check out the awesome books that George referenced below:
Delivering Happiness: http://deliveringhappiness.com/book/
Trust Agents: https://books.google.com/books/about/Trust_Agents.html?id=ejmOiJFcfVgC
The Thank You Economy: http://thankyoueconomybook.com/
Being human, positive, and trustworthy works on any online platform. We talk more about being human here: http://www.wholewhale.com/tips/three-ways-be-human-social-media/
Google Analytics gives you a behind-the-scenes look at what people are really doing on your website. Here, you learn the basics of Google Analytics, including tracking traffic from social media and setting goals (more on that here: http://www.wholewhale.com/tips/google-analytics-goals-for-nonprofits/).
For more GA info and how-to’s, you can check out our Google Analytics Walkthrough webinar (http://www.wholewhale.com/tips/nonprofit-webinar-full-90m-walkthrough-of-the-basics-of-google-analytics/) and learn why nonprofits use Google Analytics (http://www.wholewhale.com/tips/4-reasons-nonprofits-use-google-analytics/).
Michael Jordan helped his teammates score more. What platforms are helping the visitors on your site ‘score’, or convert? More info on that here: http://www.wholewhale.com/tips/assisted-conversions-like-a-boss/.
Just as speed limit signs force you to notice how fast you’re driving, feedback loops and weekly reports let you use data to see if your organization is reaching its goals. Creating dashboards on Google Analytics can help you do this, so we teach you how to build one here: http://www.wholewhale.com/tips/make-great-google-analytics-dashboards/
Data trumps gut. Learn how to follow the data to actionable solutions to improve your social media presence.
Whole Whale is a digital agency that leverages data and technology to increase the impact of nonprofits. In the same way the Inuits used every part of whale, WW leverages data and tech to increase organizational impact and reduce waste. By using data analysis, digital strategy, web development, and training, WW builds a Data Culture within every nonprofit they work with.