Dinica Quesada, OEA Communications Specialist, [email protected] Jeremy Baiman, OEA Organizer, [email protected]
OEA Summer Academy 2013
Nov 17, 2014
Overview of OEA's social media channels and the basics of using Facebook for union organizing.
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Dinica Quesada, OEA Communications Specialist, [email protected] Baiman, OEA Organizer, [email protected]
http://www.facebook.com/OhioEducationAssociation
2nd most visited site in the country behind Google
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Building Community Support Increase awareness of specific OEA initiatives
Build / Reinforce OEA’s reputation as proactively working to improve schools and advocating for the right of every child to a high quality public education
Build / Reinforce public perception of OEA as the preeminent source on education policy and issues
Enhance understanding of the union’s activities and services
Mobilization & Organizing Gain volunteers and activists
Move activists to take action
TWITTER Connect with like-minded organizations
Connect with the media
Provide real-time updates
BLOGS Publicize your expertise
Advance your issues or educate people
Tell stories about your day-to-day work
Promote your website
YOUTUBE Host videos
Create content for website and Facebook
Follow others
PINTEREST Drive traffic to your website and blog
Become the go-to-source for information
Crowd-source for content
FACEBOOK Increase feedback and discussion
Drive traffic to your website and blog
Spread information
Attract event attendees
Get people to take action
Attract donations
Build a community – increase members’ connection to your association
To reach the most people you have to play into Facebook’s newsfeed algorithm, and you can do that two ways:
Post rich content like photos, videos, and links.
Get people to engage with your content. The more often people interact with your page, the more often Facebook will show your content to them.
Make a graphic out of information instead of just typing it in the status update. Simply overlay the info in big, bold text over a relevant image or a plain colored background.
Find cartoons about education
Take behind-the-scenes pictures of your members and events Try www.pixlr.com or Picasa.
It bears repeating: Post tons of images!
Create memes — you can do it quickly on www.quickmeme.com
Publish infographics. Publish a chart or graph with data your members would care about
Publicize events and programs
Share videos
Share tools & tips
Use petitions and other easy calls to action.
Message discipline! Make sure all posts, even the fun ones, further your association’s overall message.
Make posts very short. If your info is long/complicated, link to more information. (Note: Keep your website current — website and social media go hand in hand)
Be positive.
Be informal and use organizing language. Posts with self-referential words like “I” and “we” tend to get more likes.
Posts published on Saturdays and Sundays get more likes than those posted during the week.
Content posted later in the day get more likes and shares — likes peak around 8PM EST, while shares peak around 6PM EST.
Deliberate pacing gets more attention.
Facebook pages versus groups: no data with groups/no privacy with pages
From Education Minnesota, Adapted from U.S. Air Force
From Education Minnesota, Adapted from U.S. Air Force
Strongsville EA
Pictures are worth…
Establish Solidarity with other OEA Members
Show a concrete action
Too Long
Link Says the Same Thing as the Post
Alternative: Link and Quote Only
Re-enforce Idea that you are fighting for the children
Establish Value of Teachers to Children
Non-traditional Strike Photo
Know Your Audience
Use Dinica’s Tips for Responding to Negative Posts
Make Sure There Are Members and Community Members Who Will Post Positive Comments
Avoid Temptation to “Do the Math”
Facebook is Not the Place for Reasoned, Well Articulated Arguments
Alternative: Use Issues the Public Cares About, for Example: Class Sizes
Picture Instead of Text
Time, Date, and Location all Clearly Visible
One Clear Message
How to Get More Likes, Comments and Shares on Facebook: http://danzarrella.com/infographic-how-to-get-more-likes-comments-and-shares-on-facebook.html#
Facebook for Nonprofits: Your Questions Answered [Speakeasy #18]:http://blogs.constantcontact.com/product-blogs/social-media-marketing/facebook-nonprofits-podcast/
VIDEO: 5.5 Best Practices for Unions using Facebook: http://youtu.be/EQqGjJVV6-A
Your burning questions (& our answers) on Facebook metrics and strategy!:http://labs.mrss.com/your-burning-questions-our-answers-on-facebook-metrics-and-strategy/
Social Media Tips on Pinterest:http://pinterest.com/dinicaq/social-media-tips/
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