MY MY OUR ORGANIZATION FRIEND SHARED S INTERESTS C O N T E N T CA LE N D A R (RE FE R TO MODULE 5 )
WHAT IS IT?
A content calendar is a way to plan and organize your social media content ahead of time to make sure you’re following best practices (high quality, balanced, consistent). WHY FACEBOOK?
W O R L D P O P U LA T I O N S 1 FACEBOO 2 CHINA 3 INDIA 4 TENCENT 5 WHATSAPP K
UNITED 6 GOOGLE 7 LINKEDIN 8 STATES 9 INSTAGRAM 10 TWITTER + WHY FACEBOOK?
Decision Makers &
Key Opinion Leaders You can use Facebook Traditional Media posts to engage differently Public Awareness with each of these groups
Public Action DECISION MAKERS AND KEY OPINION LEADERS
This high performing post
asks president-elect Rodrigo Duterte to continue his anti-smoking policies. TRADITIONAL MEDIA
This Facebook post
shares an article from DNA India that the Indian government may ban smokeless tobacco. P U B L I C AWA R E N E S S
This high performing post
shares the fact that for every tobacco-related death, 30 people live with tobacco-induced disease and disability. P U B L I C ACT I O N
This high performing
Facebook post asks followers to sign a petition supporting 85% graphic health warning labels on all tobacco packaging. WHY FACEBOOK?
Opportunity to both raise awareness and
garner public action around your issue
THE BIGGEST ADVANTAGE IS THE Get people advocating on your behalf PEER-TO-PEER ENGAGEMEN : T Ability for your message to go viral WHERE PEOPLE FIND YOUR CONTENT
90% of people will see Due to so much content on The more your followers like, your content in their the platform, Facebook has comment and share your newsfeed --not on a visit a formula that decides who posts, the more people will to your Profile Page sees what, which is based see your content, follow you on engagement and ultimately take action TYPES OF POSTS
1 Video 4 Links
2 Photo album 5 Text-only
3 Photo 6 Event QUICK NOTE ABOUT POSTING LINKS
● BAD ● GOOD EXAMPLE EXAMPLE
● Delete URL after the article,
image and title pull through
● Don’t change the image or
title, although you’re able to. If you leave it as-is, Facebook will give your post further reach GOOD FACEBOOK POST EXAMPLE: NEWS ARTICLE
Stand Alone
Spelling and Grammar
Short Status
Stellar Image
Short Link Title Description
GOOD FACEBOOK POST EXAMPLE: IMAGE
Stand Alone
Spelling and Grammar
Short Status
Stellar Image GOOD FACEBOOK POST EXAMPLE: VIDEO
Stand Alone
Spelling and Grammar
Short Status
Stellar Image GOOD FACEBOOK POST EXAMPLE: INFOGRAPHIC
Stand Alone
Spelling and Grammar
Short Status
Stellar Image GOOD FACEBOOK POST EXAMPLE: STATUS
Stand Alone
Spelling and Grammar
Short Status T Y P E S O F E N GAG E M E N T S
1 Shares 4 Clicks
2 Comments 5 Video views
3 Likes LISTENING AND ENGAGING
Social media isn’t just about posting your message. It’s
about listening to your audience and one-on-one engagement.
BEST PRACTICES
Check your page each day to read and
1 engage with fans
List out groups that you should follow
2 ○ Decision makers, influencers, doctors, etc.
3 Check Trending content and engage
MANAGING COMMUNITY COMMENTS
As social media is a two-way communication tool, you need
to be prepared to answer community questions and comments.
BEST PRACTICES
Post your “house rules” to establish guidelines
1 for community members and communicate how you’ll handle situations
Respond to all comments
2 ○ A “like” is a form of responding
3 Know when to delete
RESPONDING TO NEGATIVITY
While we shouldn’t engage with “trolls,” we should be
prepared to respond to other comments.
BEST PRACTICES Delete: Delete any comments that are threatening, contain 1 offensive language, spam, or intentionally false information ○ Consider blocking frequent offenders
Acknowledge: If the issue is sensitive, respond with
2 compassion and keep it very simple: ○ “We understand your concern and thank you for your comment.”
3 Educate: Does this person have misinformation?
Set the facts straight and move on. HOW WOULD YOU RESPOND? HOW WOULD YOU RESPOND?
Delete HOW WOULD YOU RESPOND? HOW WOULD YOU RESPOND?
Acknowledge HOW WOULD YOU RESPOND? HOW WOULD YOU RESPOND?
Educate THREE STEPS TO BUILD YOUR FOLLOWING
1 Make your VOICE heard by
following Facebook best practices
2 Proactive and passive
invitations
3 Find and initiate
conversations FOLLOW FACEBOOK BEST PRACTICES
Consistency: Post every day Optimize based on data (time of day, 4 past engagement) 5 2 Engagement: Respond to 100% of follower comments 3 within 24 hours 1 In a few words: ~200 characters or less Visual: Include a photo or graphic with each post PROACTIVE AND PASSIVE INVITATIONS
PROACTIVE PASSIVE INVITATIONS INVITATIONS
1 Invite your personal Add to your website
Facebook friends
2 Email partners and supporters Promote at events
Add a link to your email
3 Ask KOLs to share signature FIND AND INITIATE CONVERSATIONS
Trending Topic on Facebook Post when relevant
FACEBOOKLIKES ARE VANITY METRICS
1 2 3 Can no longer rely on free Organic reach of Facebook Likes does exposure of content to campaign content is not correlate to your followers (organic) less than 5% of a meaningful exposure campaigns followers or engagement with (historically for content Facebook was 15-20%) F A C E B O O K ALG O R I T H M HAC K S
1 2 3 4 Use photo albums Post video directly to Engage in trending “Boost” one post per Facebook instead of content/topics week, does not have to be linking from YouTube a large investment of advertising money FINDING CONTENT IN THE D I G I TA L A D V O C A C Y C E N T E R SAMPLE FACEBOOK POST
This high performing
Facebook post encourages tobacco control advocates to join the fight against tobacco. A TY P I CA L S O C IA L M E D IA MA NA G E R ’S W E E K
MONDAY Monitor, Respond, Seek Opportunities 3x’s/day Outlining calendar once per month
TUESDAY Monitor, Respond, Seek Opportunities 3x’s/day Write copy for next week (M-S)
WEDNESDAY Monitor, Respond, Seek Opportunities 3x’s/day Create/curate images for next week
SATURDAY Monitor, Respond, Seek Opportunities once a day
SUNDAY Monitor, Respond, Seek Opportunities once a day
HOW OFTEN SHOULD YOUR POST
The main goal behind a Facebook page is to grow your
followers and engagement. In order to do this, you should follow these guidelines:
Post 15- 20 times per week. Facebook insights Insights will also tell Remember to measure Not all content needs to be (MODULE 8) will tell you you what kind of the growth rate of your original so you can use the when to post and you can content performs page using insights Digital Advocacy Center’s use this information to well on your page, and optimize your “Sample Posts” and “Popular schedule your content in which is very useful posts to maximise Posts” sections to populate advance in the curation reach and your facebook page with process. engagement. great content. S C R E E N S HA R E : U S I N G YO U R C O N T E N T CA LE N D A R EXERCISE: ADD POSTS TO YOUR C O N T E N T C ALE N DAR You have now completed MODULE 6.1 of 12 of Track 1. NEXT STEPS You can move on to Module 6.2 or go back and finish any modules you : have not yet completed. Module 0 is compulsory.
Use this table to navigate through the remaining Track 1 modules
TRACK 1: MODULES STATUS 0: IS YOUR ORGANIZATION DIGITAL READY? 1: HOW TO USE DIGITAL TO WIN YOUR CAMPAIGN 2: HOW TO DESIGN A DIGITAL CAMPAIGN 3: HOW TO CREATE A POWER MAP FOR YOUR CAMPAIGN 4: HOW TO CREATE A MESSAGING FRAMEWORK FOR YOUR CAMPAIGN 5: HOW TO MANAGE CONTENT & COMMUNITY ONLINE 6: HOW TO CREATE & USE A FACEBOOK PAGE 50% COMPLETE 7: HOW TO CREATE & USE A TWITTER ACCOUNT 8: HOW TO SET UP AND MONITOR INDICATORS OF SUCCESS 9: HOW TO USE FACEBOOK INSIGHTS 10: HOW TO USE TWITTER ANALYTICS 11: HOW TO USE DIGITAL TO SUPPORT YOUR LOBBYING EFFORTS 12: HOW TO SUPPORT IMPLEMENTATION OF POLICIES WITH DIGITAL THANK
