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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!
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|Section 1: Section A: Intro|
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.
|Learn how to spot a “guru” from a mile away - and why you should never trust anyone who says they can “make it go viral.”|
|It takes 10,000 hours of study to become an expert in anything. Social media is changing so fast, it’s impossible to truly become an expert by the standard definition.|
|Section 2: Section B: 5 Truths about Social Media|
|Which is more important - the tool you use, or the story you tell with it?|
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.
|Craft your messages in the right way to reach the right people. George uses Starbucks to make the case for why you should talk to the people that care, and not waste your time messaging people who don’t care.|
|What was the first social networking platform? The campfire - our ancestors looked for social engagement like eye contact, conversation, and listening, and those are the same metrics we should look for in our social media communities.|
|Setting targets is the only way to know how well your social media is performing. Check out more info on measuring the impact of social media at wholewhale.com/impact.|
|We share our value vs. time chart and show you how to choose which platforms your organization should be on. Think about off platform impact (people clicking to your site and taking action like donations or email signups) and how they relate to your on-platform goals (likes, comments, followers on each social media platform).|
|Sound familiar? Here are the top social media fears we hear and how you can approach them at your organization.|
|Section 3: Section C: Youtube|
|Our standard social media checklist - make sure you have all these things in place before you dive in.|
|What is Youtube - and what ISN’T it? Learn about tagging, discovery, and the Youtube for Nonprofits program, Plus, no talk about Youtube would be complete without a cat video :)|
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/
|Section 4: Section D: Twitter|
|These are the basics you’ll need to get sorted out to succeed on Twitter.|
|How can Twitter be used for storytelling? We’ll also walk through #Hashtag etiquette, the @handle, and Twitter Lists.|
|Tips to get your Twitter moving- what times you should Tweet, helpful platforms, search, using photos, and more.|
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/
|Section 5: Section E: Facebook|
|Third time’s a charm- you should have this checklist down by now, it’ll help you master your social media platforms.|
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.
|Ideas to help you navigate Facebook best practices. We break down like-baiting, #Hashtags on Facebook, and unlikes.|
|Set goals, get ready for storytelling, and use that checklist to get you ready for any future social media pursuit!|
|Section 6: Section F: Be Human|
|What’s your social media diet? Being human on social media is all about the balance of what you put out there and how you interact with your audience. We’ll also ask you to think about emotion on social media, and how you can use to it to motivate your audience to share your content.|
|We talk about the importance of finding and contributing to conversations and how Google Trends can help you.|
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/
|How can visitors on your site share content they like to their social platforms? We’ll show you how to make it easy on them by adding social media buttons, and then use data from that to improve content. We also revisit emotions and talk about how you can use that to build trust with your relationships.|
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/
|Section 7: Section G: Use Data (not gurus)|
|Learn how to use data to identify the value of the traffic and actions of people you are reaching and how to use metrics to determine if you’re reaching your goals.|
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/.
|If you’re not using Google Analytics to see what’s going on on your site, you’re not getting the whole picture of how successful your social media is.|
|Section 8: Section H: Act on knowledge|
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.
|Which metrics are actually helping you achieve your goals?|
|Section 9: Section I: Conclusion|
How to be your own social media guru: never stop learning.
Test your knowledge!
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.