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How to Effectively Engage and Online Audience
  • What we’d like to improve upon/learn how to do:
    • Create a community as well as provide info
    • Use social media to source back to webpage
    • Engage older users online
    • Attract new youth
    • Engage current members
    • Help those engaged in social media to move to our page
    • Provide membership association more opportunities
    • Keep site fresh, return visitors after new visitors 
  • Most effective ways to measure engagement?
    • Tracking likes, post likes, share likes, retweets, etc.
    • Find out what happens to retweets after (how many do they reach? Re-retweeted?)
    • Google analytics (where people entered, from where, countries, etc.)
  • Effective surveys?
    • Incentives (e.g. giftcards, subscriptions)
  • Google+?
    • Ranks pages higher when searched- do it
    • People aren’t there yet, seize while still a new frontier
    • Search engine optimization plus
    • Time commitment with low yield as of yet
    • Don’t use RSS feeds
    • Discovery Channel used it well to promote shows, contests, etc.
    • Very entry-level (more personal connections)
    • More influential
  • LinkedIn
    • Higher rising rates
    • People don’t actively update
    • Useful to have?
      • Within industry, not to draw in
      • Good for advertising job opportunities
    • Average wealth is higher (potential donors)
    • A self-created, private group can work well, but needs a facilitator
    • Lots of self-promotion, not much dialogue (not good- remember, personal connections are key)
    • Organization and people are there, if you map networks you can make connection maps within the company, for ex.
      • Individual staff members have networks, so you can bring those together
      • Most likely greater than the organization’s “friends”
      • Think of Paull Young’s letter writing to top 10, can do this on LinkedIn
      • “Map” of networks will automatically color code
  • How to engage communication/interaction once set up?
    • Questions
    • Examples of things that have worked for some:
      • (Controversial, instigative) article every day with a question, opens responses
      • Creating hashtags during news events for Twitter conversations
      • Pop culture anything
      • Niche conversations when pre-scheduled (ex: the Historic Buildings society has a twitter discussion every Thurs at 7, for one hour, on a specific topic with specific questions—apparently it works very well!)
      • Give a stat, then ask a question: “Today is Leap Day, what are you going to do with your extra 24 hours?)
      • Use lots of stories: PERSONAL, PERSONAL, PERSONAL
        • People join these things because they are looking for a community of sorts—so give them one!
      • Blogs garner comments as well, but take a lot of time
  • Pinterest
    • How is it even helpful?
      • Promote blog with photography
      • As an organizational timeline
      • Quotes on pictures
      • Historical photography from movements
    • Can drive back to the website, or to a blog from searches unrelated
    • Demographic = women 25-60+ (keep in mind!)
    • Consider audience, and then cater to it
    • Fundraising? How?
  • How to do a “Digital Campfire” on Twitter
    • Worked for the Historic Building group
    • Pick ?s a few weeks out
    • Blog post/tweet/fb status reminders a week before and the day of
    • Have 2 moderators, pose the questions
    • Retweet the good ones, start some too
    • Repost the entire convo online afterwards with [slurp150]
      • Slurp150 will transcribe the whole thing for free
    • Tweetchat is also free, and will make it easier for the moderator during the hour (ensure hashtags work, ignore spacing, etc.)
  • Companies mentioned that are useful:
    • vocus – tracks social media hits
    • hootsuite
    • smallact
    • thrive – matches email to twitter
    • xobni
    • rapportive