Social Media Toolkit. Communicating for Terre des hommes on social networks. Impressum. Responsible for publication : Yann Graf Production Coodinator : Laure Silacci
Translations Coordinator : Lucie Concordel English Translation : Probst German Translation : Anina Kurth Layout : Angélique Bühlmann
This guide was edited in 2012 by the communication department of Terre des hommes. It is based on the Social Media Toolkit of the American Red Cross. Please do not hesitate to share your comments with us to help us improve the guide in the future ([email protected]).
We would like to sincerely thank Christine Brosteaux, Mylène Ntamatungiro, Joseph Aguetant and Antoine Lissorgues for their help in producing this document.
© Tdh / April 2015 – Version 1.1 Summary
1. Introduction 4
2. Section 1 - Definition 5 2.a Understanding social media 5 2.b Managing the risks 7 2.c The reputation of Tdh : Being cautious online 8 2.d The main platforms 9 2.e Before you begin 10
3. Section 2 - Practical guide 13 3.a Getting started on Facebook 13 3.b Getting started on Twitter 18
4. Appendices 23
Social Media Toolkit 3 1. Introduction.
With a billion users on Facebook and Twitter, social networks have become indispensable. Internet users spend more time on these platforms than on any other site.
Today, social networks are used by numerous NGOs to spread their ideas to a larger public and to combat apathy. They enable the beneficiaries, employees and partners of Terre des hommes ( Tdh ) to have a voice. Utilised in the right way, they will help promote the work done by Tdh by informing the public about the situation of children around the world and permitting the public to present new concerns. Social media should also strengthen the visibility of Tdh’s activities.
Several delegations and volunteer groups are already present on one or more social media platforms ( Facebook, Twitter, YouTube ). With this guide, we hope to reinforce the coherence of the presence of Terre des hommes on the internet. We also want to encourage the effective use of the different tools available.
Comment : This guide is addressed to “ volunteer groups ” in Switzerland as well as Terre des hommes delegations on the ground. Differences are mentioned when they occur.
Social Media Toolkit 4 2. Section 1 - Definition.
2.a Understanding social media
Definition on Wikipedia : Social media includes web- and mobile-based technologies which are used to turn com- munication into interactive dialogue among organisations, communities and individuals. Here is another definition by Fred Cavazza
Social media represents a shift of traditional media forms such as television, newspapers and radio towards a new model. Until recently, a spectator was part of the audience (passive). Now, with just a few clicks, the spectator can become part of his/her own media (actor). Publishing and spreading information before the era of the internet and social networks was arduous. Today, everything has changed and nothing could be simpler.
The differences between “ social media ” and “ traditional media ”
Here are some differences between the old and the new model.
Social media Traditional media
Accessibility Everyone can take part easily and for free. Usually owned by companies or govern- It doesn’t matter if you are on a compu- ments, they are not open to everyone. ter in Lausanne or a smartphone on the steppes of central Asia.
Trust People trust information more when it is Although traditional media used to gua- shared by someone they know. rantee expertise and analyses of high quality, the public distrusts them today. Seen as being “guided” by political or eco- nomic interests, it is no longer considered impartial.
Speed Communication, whether it is good or bad, A lot of time can pass between the formu- is instant and both global and local at the lation and the publishing of an article. same time.
Dialogue Information is spread without a barrier. Information is almost exclusively unilateral Conversation is direct and instantaneous. (from the media to the public).
Social Media Toolkit 5 2.a Understanding social media (next)
Why is social media important for Terre des hommes ?
Our presence on social networks makes up an integral part of the communication strategy of Terre des hommes. This channel helps us raise public awareness for the situation of children around the world and the work being done by Tdh, and it also gathers valuable information. Social networks allow us to enjoy unbelievable closeness and direct contact with an immense audience. It is very easy for our supporters to send us their comments and questions about our activities. We also hope to achieve more transparency by using these channels. This is also something desired by the public as people want to better understand what we do with their donations and hope to be active participants in development.
In a world that is constantly changing and experiencing its share of catastrophes, social media enables Tdh to respond proactively and position itself very quickly on current topics.
Among the innumerable ways of communicating today, social media allows delegations and volunteer groups to speak out easily and enjoy “individualised,” more “personal” communication with the public. However, this situation also presents its share of risks (see section on “2.b Managing the risks”, p. 7).
Some things to keep in mind
➜➜Maintaining an online presence takes time ➜➜A complement to traditional media We often hear that social media is free. Cer- Social networks do not replace working with tainly, creating an account doesn’t cost anything. traditional media, but rather support it. They are However, the organisation and management of a helpful in spreading the messages of Tdh. If they webpage can require a considerable amount of are used appropriately, they create an image that resources, particularly at the beginning when up is open, modern and accessible. to an hour a day may be needed during the launch ➜➜Open dialogue phase. Therefore, a person will have to be assigned Having 10,000 fans on your page is certainly an who can manage the page on a daily basis. unattainable objective in the short term, but it may ➜➜Partial loss of control be that quantity is not a suitable goal in itself. Your By definition, social networks are an open volunteer group or delegation is sure to already environment and aim for dialogue above all. have its own “circle of supporters.” Creating a Information is spread rapidly in this setting and space for exchanges for them on Facebook will often ends up no longer belonging to you. You permit you to better unite them. However, aside don’t have to fear this situation but simply be from everything else, using social media as a aware of it and view it as an opportunity. The platform for dialoguing with your supporters is more information that is shared, the more peo- the most crucial element of all. Communicating ple will see it and the more your influence will openly, asking questions and above all accepting be strengthened. comments and criticisms are vital.
Social Media Toolkit 6 2.b Managing the risks
Because of the extreme speed of the spread of content on social media, a misplaced comment, an inappropriate image or an attack against Tdh can quickly take on massive proportions.
Nevertheless, we believe that the opportunities presented by social media far outnumber the risks, which is why we encourage you to use them while constantly keeping in mind that child protection is of primary importance, followed by the reputation of our organisation.
Rules for the use of social networks ( Social Media Policy )
Our Rules for the use of social networks ( Social Media Policy ) was developed in order to limit a certain number of institutional risks. Above all else, please read the policy attached to this document carefully. By applying these principles, we will be able to limit the risks together.
A few rules to avoid risks 1. Always remain polite in your correspondence. 2. Listen and monitor things on a very regular basis: Quickly identifying problem contents enables you to react more rapidly. 3. Transparency : Respond with “ We will look into this ” if you are not sure of something or don’t have an answer to a question. 4. In case of problems or doubt, please contact headquarters immediately.
People to contact in case of an emergency : Communication department or [email protected]
Two examples WWF Germany Komen In 2011, a video criticising the WWF Germany branch After deciding to change its strategy regarding a part- was broadcast on television. Negative comments were ner, the Komen foundation found itself facing a flood of posted on its Facebook page and were not halted during responses on social media outlets. A sizeable number office hours. The complete story (in German) at of donors abandoned them to support the partner. The http://bit.ly/Nos345 complete story at http://huff.to/OozlDy
Social Media Toolkit 7 2.c The reputation of Tdh : Being cautious online
People talk about Terre des hommes on the internet whether we want them to or not, for better or for worse. If we are aware that wrong information is being circulated, intervening and correcting it becomes possible. However, be sure to analyse the situation well to determine if a response will have a positive effect, or if it will cause the person in question to resist further. Monitoring the conversations concerning Terre des hommes, your volunteer group or a delegation will also allow you to better understand which subjects interest your audience and sensitise them more effectively to the plight of children around the world. Finally, regular monitoring will enable you to better evaluate the impact of your online presence. ( Are you mentioned in conversations ? Are your videos being shared ? ) This will give you a better idea of how effective your communication is because you will know if it is being heard by your target audience.
OK, but how do we do this ?
Several tools are available to help us with this task. However, the main priority is finding a balance between monitoring and publishing content. Your main objective will be to get in touch with your audience and motivate it.
Twitter search If you wish to find a conversation concerning a specific person, think about adding an @ in front of their name. For example, to find tweets sent by Terre des hommes in Lausanne, search for “@tdh_ch”. http://search.twitter.com
Google Alerts You can receive alerts each time Google finds new content containing a defined keyword. For example, each time Google finds new content containing “ Terre des hommes Fribourg,” you will be sent an automatic email. This is very practical but be careful to set your parameters wisely or you will be overwhelmed by emails. http://www.google.com/alerts
Dedicated tools Often expensive, effective tools dedicated to monitoring the web are not part of the scope of a volunteer group or a delegation. On the other hand, they sometimes also offer access to a free “ light ” version. http://www.Radian6.com or http://www.socialmention.com/
Comment : Facebook is very opaque and difficult to search in terms of content. When using the internal search func- tion, you will only find a very small number of the entries containing your keyword. Therefore, prudence is required.
Digging deeper
• http://www.netpublic.fr/2012/05/recherche-et-veille-sur-les-reseaux-sociaux-3-tutoriels/ • http://ficstatic.loiret.cci.fr/dkl/BJN/veille.pdf
Social Media Toolkit 8 2.d The main platforms
A large number of “social media” platforms exist, and we provide a non-exhaustive list of the main players here with a short description. In Section 2 - Practical guide (p. 13) we explain clearly how you can launch your presence on Facebook and Twitter. If you consider it an opportune time, launch yourself on one or both of these, but start with it under a private name (your own) so you can gain an initial idea of how the platforms work.
Facebook Instagram As the most widely used social network with almost The photo-sharing network on the rise. Accessible only one billion users, Facebook has become indispensable. via a smartphone, it allows you to share photos instantly Depending on the country where you are, it might be with your circle of friends. replaced by another network (e.g. Renren, Orkut). Our official profile : http://instagram.com/tdhinfocenter Our official profile : http://www.facebook.com/tdh.ch Youtube Google+ The number one network for sharing videos. You can Google’s version of Facebook. This platform is still in publish your video content here extremely easily. This its beginning stages and for the most part attracts is the second most-widely used network after Face- technophiles. However, it will certainly soon gain a book. It allows you to share short videos of your local larger audience. activities, for example. Our official profile : http://gplus.to/tdh.ch Our official profile : http://www.youtube.com/tdhinfocenter Twitter Quick and to the point, with its intermittent flow of Linkedin short messages Twitter can be baffling at first glance. The professional social network that enables the Users can post messages (“tweets”) with a maximum exchange of professional information. Everyone can of 140 characters. The unique feature of this network create a CV here, and friends become ( professional ) is that it is widely used by journalists and bloggers. If “connections.” Please be careful not to create a “com- you choose the people you follow wisely, Twitter will pany” account but rather link your profile with the supply you with a goldmine of practical information. official account. Our official profile : http://www.twitter.com/tdh_ch Our official profile : http://www.linkedin.com/company/ terre-des-hommes-foundation/ Flickr Our official group : http://linkd.in/KnhyjO A benchmark for photographers, this is a network dedi- cated to photo sharing. It has lost its supremacy in recent Blogs (WordPress, Blogger, etc.) years to more “social” platforms such as Instagram. A multitude of blogging platforms exist. They were the Our official profile : http://www.flickr.com/tdhinfocenter predecessors of “social media networks” and many users abandoned them for the ease and speed offered by a Facebook account.
Social Media Toolkit 9 2.e Before you begin
There are some questions and actions to undertake before storming the social networks in the name of Terre des hommes.
In general
➜➜Become acquainted with the tools Begin by opening a personal account on each platform to test and understand their functions and uses. Making mistakes with a personal account has less of an impact than making them in the name of the Foundation. ➜➜Listen to your audience No one likes people who enter an existing platform, take up all the space and monopolise the discussions. Begin by listening to and understanding your audience and then integrate yourself politely into the landscape. ➜➜Inform your superiors or committee Before launching an institutional presence, make sure you have the approval of your group’s committee or the head of the delegation.
How can your online presence benefit you ?
Consider the objectives that you assign to each of these accounts. Do you want to recruit new volunteers ? Raise donations ? Make contact with the media ? Depending on the aim of your approach, a particular platform and specific content will be developed.
What about the technical side ?
Refer to 3. Section 2 - Practical guide (p. 13) in order to view all the details regarding the technical set-up of each of the main tools. The communication department is also ready to help you (especially during the initial phases) with your online communication.
Social Media Toolkit 10
Take a look at existing material
A number of volunteer groups and delegations have already opened accounts on some platforms. We have listed them all in the document attached below.
List of volunteer groups and delegations on the web http://bit.ly/MAZOx6
Comment : If your account is not on this list, please contact [email protected] so that we can add it.
Potential risks Unfortunately, some of these accounts are inactive. The administrator no longer has access to the account or has left the volunteer group. This is why we recommend that there are always at least two people in charge of the account (see Section 2. Practical guide / Introduction, p. 13).
Problem Solution
Your group’s page still exists but is inactive. Try to find the person in charge of the page so he/she can give you the administrative rights.
The type of Facebook page is incorrect (it is a If there are not many members (fewer than 50 people), personal or group profile instead of a page). it is preferable to open a new page.
The group already exists and is active. Get in touch with the person in charge (administrator). You could likely combine your efforts to communicate even more effectively.
Checklist
You are almost ready to launch yourself. However, before starting a web presence for your volunteer group or delegation, here are six essential points to check :
1. I understand the uses of social networks. 2. I have a personal account on Facebook, Twitter or another platform. 3. No profile exists right now for my volunteer group on this platform. 4. The committee of the volunteer group or my superior has been informed and approves the decision to open this account. 5. We will invest time to maintain this online presence. 6. We have appointed a second person in charge.
Social Media Toolkit 11 2.e Before you begin (next)
Keep us informed !
Each person responsible for social media in a volunteer group must be announced to headquarters ([email protected]) so that we can keep them informed of new developments and activities online.
Delegations : It is imperative for delegations to contact the communication department before opening an account. Thank you.
Comment : It is important for us to know about your existence so that we can add you to the list of active accounts, and this will enable us to better follow your activities and transfer your information to the main page, for example.
Resources
Here is a rough guide of the websites in French and English with information on topics such as managing a com- munity, maintaining pages on Facebook or Twitter and social media for NGOs.
• http://www.bethkanter.org/ • http://www.facebook.com/nonprofits • http://nonprofitorgs.wordpress.com/ • http://communitymanagers.ch/ressources/
Social Media Toolkit 12 3. Section 2 - Practical guide.
This guide is meant to be the best support for you during the initial stages of creating your Tdh presence on social media networks. Good luck and have fun. Enthusiasm is the best way to communicate !
If you have a question or problem during the next stages do not hesitate to contact [email protected]. We are at your service to help you get started.
Account administrators
Please ensure that you always have at least two administrators for your page. You can also add the Digital com- munication officer ( Joakim Loeb, [email protected] ) as administrator, which would facilitate the transfer of the page if necessary at some point.
Delegations : If you create an account for a delegation, you are obligated to give the administrative rights of each of your accounts to the digital communication officer at headquarters ( Joakim Loeb, [email protected] ).
3.a Getting started on Facebook
With these steps, we get straight to the heart of the matter – creating a presence on Facebook, THE social network.
What type of page should you choose ?
Choosing the right type of presence on Facebook is a crucial element and is an irreversible decision. We strongly recommend that you create a “page” that offers the most visibility.
The different types of “profiles” possible
A page A group A “private” profile
The right choice for a volunteer Normally used for internal It is tempting to create a group or delegation that wants communication within a group. “private” profile for your vo- to share its information with a The regulations allow access lunteer group but this practice is maximum number of people and to be limited. prohibited by Facebook because increase visibility. This type of account is designed this type of profile is reserved for collaboration within a group for private individuals. If you do Remark : In the following steps, and exchanging information in this, you risk having your profile we will look at each variation private. This makes it less than removed without warning. individually. optimal in terms of visibility.
Social Media Toolkit 13 3.a Getting started on Facebook (next)
➜➜Step 1 – Creating a page The first step in creating a page is described at the address below and listed under “ Cause or community.” http://www.facebook.com/pages/create.php
➜➜Step 2 – Choosing a name It is very important to choose your name carefully at the outset because you will not be able to change it later on. The examples below will help you to select the right name.
Recommended Not recommended / prohibited
• Terre des hommes (Fribourg) • Tdh – Lausanne (Volunteer group Fribourg) • Terre des hommes (Haiti) • Terre des Hommes – Fribourg • Terre des hommes (Brazil) • Tdh – helping children – Fribourg
Attention : If you have already created your page and would like to change its name, the only option generally is to close the page and start again. Not sure what to do? Contact us at the following email address for advice [email protected]
➜➜Step 3 – Choosing a profile image One of the key elements for the visibility and recognition of your page is your profile image. In the appendices to this guide, you will find a basic profile image (inAppendices / Facebook / Profile ).
Basic image Comment : The temptation to use an attractive image with children is strong. However, it is necessary to always remem- ber that the primary function of this image is to be instantly recognisable within your fans’ news flow.
➜➜Step 4 – Related information Expand your information. You can gain inspiration from pages related to the main account. Don’t forget to add a link to the internet site of your volunteer group. You can also add links to Twitter and YouTube here. Example on our page : http://www.facebook.com/tdh.ch/info
➜➜Step 5 - Your username Choosing the correct “username” at the beginning is crucial because you are unable to change it later on.
Recommended “usernames” • www.facebook.com/tdh.fribourg Ta-da,our page is ready, • www.facebook.com/tdh.brasil but the work has only just begun !
Social Media Toolkit 14 The next steps What content should you post ?
1. Add a cover image. This will set the general Please refer to the “ Communication guide” for more tone for your page. In the appendices, you details on how to structure your messages, and for ideas will find examples that are ready to use (see : of the type of content you should post. Below you will Appendices/Facebook/Cover-Images). We find some suggestions for content to add to your page. change the cover image of the main account regularly, so don’t hesitate to use it yourself. Important: Above all, ask yourself what your audience would like to read and see. Encourage interaction by asking questions.
• Post plenty of photos of your activities because these result in more interaction ( likes and com- ments). However, always pay close attention to copyrights ( professional photos ) and images 2. “ Like” your own page from your personal of children (consult the Social Media Policy for account – that’s right, you’re not a fan more information). by default ; ) • Create events and invite your fans and friends to each of your activities. 3. Start uploading content to fill out your page a bit. You can also “ backdate” the content, • Post links related to the activities of Tdh uploading images while indicating that they (children around the world). took place in the past (e.g. start-up year for • Repost content published by the official your volunteer group / delegation, first sale of account, by other volunteer groups and news oranges, etc.). from the website. 4. “Like” the official page from your page. Comment : All content does not have the same level of You will also find other Tdh pages you can “like” visibility. For example, images and videos will be more under the Posts I like on the official page. visible than a simple link. View the statistics of your (see : Tips, posted as, p. 16 ). page ( http://www.facebook.com/insights/ ) to better 5. When your page is ready, invite as many of understand which content is the most attractive (and your friends, committee members and support- spreads the best). ers to join as possible. You already have what amounts to a small community that will be large enough for you to join together. 6. Regularity : Sending between 1-3 posts (status updates) every day seems to be an ideal rate. 7. Status updates should not be too long (under 15 words).
Social Media Toolkit 15 3.a Getting started on Facebook (next)
A few tips
Use Facebook as… Now that you have created your page, you can begin to use Facebook as “ Terre des hommes Fribourg,” for exam- ple. Amongst other things you can write statuses, “ like” and comment on statuses on other pages. However, you should have certain limits. You should not become friends with private individuals or send messages, for example.
In the upper right-hand corner of your Facebook page, you have an option that allows you to “change your account” and “use Facebook as :”
An interesting option is found within the parameters of the page. If you play with this option, you can comment on your own page as yourself and not “under the name of the page.” To do this, you must uncheck the option indicated in red.
Social Media Toolkit 16 Editing a status : Your options The impact and visibility of your communication will depend on an attractive and well-placed status.
Here are some options : ➜➜Edit the title and description of a link : When you insert a link in the field provided for your status, Facebook will automatically create an icon and text. However, you can edit this information by simply clicking on the texts, which will transform them into a field that can be edited. Following the link will give you the chance to change the icon. After you have closed the link in the field and added a comment to it, the link, icon and text will remain joined. ➜➜Set a status : By clicking on the small clock, you can set the day and hour of a posting. This is useful for posting a status when you know that you will not be able to do it at the time. This option is currently unavailable with a private account. ➜➜Filter a publication : When you apply a language filter, you will make your status visible to one linguistic region only. Use this sparingly. On a private page, these options will be replaced by your lists.
Page parameters Take a look at the general parameters of the page. To access them while you are on your page, click on “Modify page ➝ Update information” in the upper centre part of the page. You will find the “ Add administrators” option and many others here.
Digging deeper
Here is a series of links for those who are interested in finding out more. They will help you to better understand Facebook and how to manage communities. • http://www.socialmediaexaminer.com/how-to-better-engage-facebook-fan-page-fans/ • http://ads.ak.facebook.com/ads/FacebookAds/Pages_Product_Guides_FR.pdf
Social Media Toolkit 17 3.b Getting started on Twitter
You might think at first glance that Twitter is reserved for those who need to communicate in a professional manner (journalists, politicians, communication agencies), but with 200 million users, 340 million messages daily and 80% growth in 2011, this media form cannot be ignored. Before opening a Tdh account, we strongly recommend that you first create a personal account in order to learn how to use Twitter correctly.
Comment : A personal account will often be more attractive, effective and interesting than a “corporate” account, so don’t hesitate any longer to create your own personal account.
➜➜Step 1 – Creating an account Go to https://twitter.com/ to open your account.
The username Choose as short a name as possible. Don’t forget that on Twitter, the number of characters for each communi- cation is limited to 140. If your username is too long, it will be difficult for other users to mention you (see the “Uses” section below, p. 21).
For example : tdh_fribourg is a good username (even if it is a bit long for Twitter).
Attention : When you create an account, try to use a “functional” email address, such as [email protected]. This will reduce risks if a member leaves because the account can easily be taken over by someone else.
INFO : During the creation of your Twitter account, the system will take you through the first configuration steps. After the short tutorial from Twitter, you will proceed to the next steps.
➜➜Step 2 – Add an image Your profile image on Twitter is crucial because your audience will identify you based on it. Sample images are provided for you in the appendices of this document. https://twitter.com/settings/profile
➜➜Step 3 – Personalise your account Add a biography as well. Example : Founded in 1960, Terre des hommes is a Swiss organisation which helps to build a better future for disadvantaged children and their communities.
Social Media Toolkit 18 Add a link to the site of your volunteer group, as well as a location.
Background image Create some ambience for your Twitter page by adding a background image. You will find one example in the appendices. Go to https://twitter.com/settings/design. At the bottom of the window, you have the option of uploading a background image. Enter the following values under Colours : Background colours : # FAFAFA, col- ours of links : #4F4B49
And there you have it. Your page should look something like this. Nice, isn’t it ?
Social Media Toolkit 19 3.b Getting started on Twitter (next)
➜➜Step 4 – Following your first tweeters Your experience on Twitter will depend primarily on the people you choose to follow. Begin by searching for your friends and people whom you know. Here are four lists that will enable you to begin to find accounts associated with Tdh.
• https://twitter.com/#!/tdh_ch/tdhif-members • https://twitter.com/#!/tdh_ch/employees • https://twitter.com/#!/tdh_ch/volunteers-and-fans • https://twitter.com/#!/tdh_ch/childrights • http://twitaholic.com/top100/followers/bylocation/Lausanne/
Remark : If you let us know about your account, we will be able to include it in one of these lists.
Characteristics of Twitter
Because Twitter “arbitrarily” sets a limit of 140 characters per tweet, a specific Twitter language has since developed. A tweet may only be composed of characters. You may, however, include links to videos or photos. A tweet may also contain geographical information that authorises you to see who is using Twitter around you ( try out http://nearbytweets.com/ ). This option is available in your preferences.
Brief lexicon
Term Description
Tweet A short message ( 140 characters) shared publicly and accessible by everyone.
Followers Subscribers to our tweets. Fans or followers. They are your audience, your listeners.
Following The accounts that you follow and subscribe to. Your “ following” will depend on the interest of your own flow and your experience with Twitter.
Lists Chronological list of all the tweets posted by members.
Social Media Toolkit 20 Uses of Twitter
Aside from Twitter being a social network in and of itself, its members have developed certain extremely specific uses for it. When you get started on Twitter, you will quickly discover them.
Term Description Example
Reply Public response to someone @alain Thanks for your message
Mention Mention someone in a message Follow @alain to find all the info about Fribourg
Retweet Repost messages from someone. It is very RT @alain An interesting link important to cite your sources on Twitter. about Fribourg
DM Direct Message: A private message directed D alain Thanks for your message to a member (it’s possible to send a DM to this morning (note that in this one member only if he/she follows you). case, the @ symbol is not used )
Hashtag (#) A hashtag serves to categorise a message in This speaker is very relevant order to allow people to later follow mes- #fribourg #confxyz2012 sages on a selected topic only (e.g. during a conference #confxyz2102 )
Follow Friday (#FF) By using this hashtag, you can inform our #FF Interesting accounts @alain followers about a list of interesting people to @paul @steeve follow. Published on Fridays only.
Additional things to remember • Politeness and respect of the rules (respect • Spelling : No texting language – we are part of a the sources of RT and FF ). It is just like real life. civilised world here ! Politeness always demands that you cite your • CAPITALS : On the internet, writing in capitals sources ( RT ) and do not steal content from oth- signifies that you are shouting. They should ers by neglecting to mention their names. only be used with great discretion. • Direct and personal contact is most important. • Length of tweets : If you do not use all of the • Foster your following : You can easily send 5-10 140 characters, a follower who wants to RT you messages a day. can do it easily ( RT @tdh-fribourg alone uses • Spam : Posting the same message 50 times will up 16 characters ; ). rapidly become annoying for your subscribers and you will risk having them unsubscribe very quickly.
Utilising a private profile You have the option of securing your profile in order to make it visible to certain people only. We do not recommend using this function. Content on Twitter is public by its very definition and should be as visible and widespread as possible.
Social Media Toolkit 21 3.b Getting started on Twitter (next)
What content should you tweet ?
In general, you can tweet the same things as on Facebook ( read the guide above, p. 13 ), but you can also “retweet ” interesting information from people you are following.
In general, it is preferable to maintain a particular theme (e.g. become an expert on everything that is said or that happens regarding the issue of Romanians in Romania (@aguettant) rather than simply tweeting about any and everything. The number of your followers will grow according to your speed ( being the first to tweet information or a scoop ) and your coherence.
Tools for effective tweeting
The Twitter site interface is not very ergonomic or practical for daily use. For this reason, hundreds of applications have been developed to improve your experience on Twitter. You can choose for yourself but here is a small selection.
➜➜Tweetdeck.com ➜➜Twitter mobile Useful for managing several accounts This Twitter app allows you to post your from your computer. messages wherever you are. ➜➜Hootsuite.com ➜➜Echofon A very practical site for publishing your tweets. An iPhone app that also enables you to send It can also post messages directly on Facebook messages “on the go.” and LinkedIn.
Here’s a more comprehensive list for anyone interested : http://www.smashingmagazine.com/2009/03/17/99-essential-twitter-tools-and-applications/
Digging deeper
• http://www.chrogeek.com/2009/02/pour-les-nuls-comment-bien-debuter-avec-twitter/ • http://www.smashingmagazine.com/2009/02/03/8-useful-tips-to-become-successul-with-twitter/ • http://www.blogdumoderateur.com/top-100-des-services-twitter/ • http://mashable.com/2009/06/08/twitter-local-2/
Social Media Toolkit 22 4. Appendices.
Examples for the FB and Twitter pages can be downloaded at the following address : http://bit.ly/Q5f24G
Reference documents
Visual communication :
➜➜Communication guide ➜➜PicturePark User's Manual ➜➜Visual Guidelines ➜➜Corporate Design Manual ➜➜Rules for the use of social networks ➜➜Visual identity: Guideline
Download here :
➜➜KIT : COM et RDF Communication ➝ 0 Documents de référence ➜➜Picture Park : tdh.tdh.ch ➝ Public ➝ Corporate ➜➜Site web : www.tdh.ch ➝ Médias&Ressources ➝ Infothèque
Social Media Toolkit 23 Siège | Hauptsitz | Sede | Headquarters Av. Montchoisi 15, CH-1006 Lausanne T +41 58 611 06 66, F +41 58 611 06 77 www.tdh.ch, CCP: 10-11504-8