A training from Fission Strategy on how you can optimize strategy across a variety of social networks including Twitter, Facebook, and email.

1. Fission Social Media
Training
An Overview of “Socnets”

2. But seriously, why social media?
● Allows new & current supporters
to learn about mission, new
actions, get involved in current
work
● Each org has a specific voice or
style to spotlight on social
● Rally the community around
issues that are most important
● Reach your real targets -
through ads, get a return on your
efforts and see which ads
ACTUALLY work

3. The Fission 6 Way Test
1. Would I open this if I saw it in my inbox or newsfeed?
2. Would I keep reading after the first sentence?
3. Is there an image that makes me want to act?
4. Would I take the action this is requesting?
5. Would I share this with at least one other person?
6. Can I measure how people are going to engage with
this?

4. Platform Matters!
Instagram Twitter
Facebook

5. Ads: Platform (still) Matters!
Facebook:
● Text must be less than 20% of image
● Recommended 1200 x 628 pixels
● Headline text: 25 characters
● Text: 90 characters
● News Feed Link Description: 200 characters
● Up to 6 images with same text
Twitter:
● 140 character tweet
● 590 x 295 px image minimum
● For cards: 800 x 320 (we don’t like cards)
● Recommend 3-4 tweets (can be promoted-only
or existing tweets)

6. Ads: The Right Audience
Based on our experience…
● Facebook:
o Pictures of kids (lots of moms)
o Pictures of people
o Keep it simple but not vague
● Twitter:
o Pictures of things (including landscapes)
o Use hashtags!
o Keep it short (no need to use up 140 chars)

7. Social Ads Optimization
Questions to ask:
● Of who we targeted, who clicked?
● Which images were the best?
● Which language worked the best?
● Did people do the thing we asked them to on
the site? (Refer to Google Analytics)

8. Facebook for Business
● Traditionally we’ve run ads
through our own Power
Editors… that’s a no-no
● Check out Facebook for
Business and get
accustomed to the layout
● Runs exactly the same as
Power Editor but can add
agencies, share logins, and
other useful info with people
within the org

9. Building a FB Audience
● Post daily
● Keep posts short-ish (no one
“Reads more”)
● Photos are best
● Share updates on work, top actions
● Engage audience with questions
● Links are good – or you could put it
in the link caption?
● Don’t ask people to “Like”, “Click,”
“Buy,” “Download,” etc., Facebook
will bury you
● Share from others

10. Building a FB Audience (Ads)
● There are three kinds of audiences:
Custom Audience, Lookalike
Audience and Saved Target Group
● Using pre-existing email lists you can
target to these individuals (OR
exclude them from your marketing)
● You can build from people who
already like your page (or other
pages)
● Choose demographic and geographic
attributes of individuals to build an
audience with ads

11. Campaigns on Power Editor
● I HIGHLY recommend we use
proper naming conventions for
campaigns in Power Editor.
● Campaign - the name of the
campaign / client you are building
for (plus which week ie; Week 1,
Kickoff, etc)
● Ad Set - who is the audience and
what is the target?
● Ad - how will we know which ad is
which if we look at a spreadsheet?

12. Anatomy of a Facebook Ad
● Selecting a Facebook
Page
● Website URL
● Display URL
● Text
● Headline
● Link Description
● Image

13. Facebook Insights

14. Facebook Benchmarks
● Page Likes / New Likes / Growth Rate
● Post reach
● Post likes
● Post comments
● Post shares
● Link clicks
● Photo views

15. Facebook Messages: Be Cool
● … but mostly friendly, brief, and
professional
● Part of community management
should always be reading direct
messages and deciphering what
should get a response
● Spam - no
● Criticism - probably not (unless it is
that they can’t access a page or
click your link)
● Friendly, networking type
conversations - yes

16. Building a Twitter Audience
● Post 3-4 times daily (during work
hours)
● Post photos sometimes
● Links are cool
● Don’t use 140 characters if possible
● Use 1-2 hashtags (#dont #be #that
#guy)
● Retweet! Reply! Favorite!
● Participate / build a community around
a hashtag
● Be consistent to your brand’s voice
(professional / fun / informative / cats)

17. Twitter Reporting

18. Google Analytics - Social

19. Google Analytics - Referrals

20. Don’t Forget Instagram
● Hashtags (but not too
many)
● Square photos
● Short text, be fun
● Tag @ places!
● Get on board with
albums + short
videos!