1. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Blogging and Social Media UUSC Training Webinar Thursday, November 1, 2012 7:00 p.m. EDT

2. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org

3. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Webinar Tips Advancing Human Rights is the Work of Many Joining Hands If you cannot hear the presentation via computer speakers, dial into the conference call line at 877-366-0711 and use passcode 52893740#

4. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org facebook.com/groups/volunteerservices A social-media tool created so volunteer network members can communicate with each other

5. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Jessica L. Atcheson Atcheson is UUSC's writer and editor. Her work has been published in regional newspapers and online. Atcheson crafts pieces that inspire as well as inform. As UUSC's primary writer, her editorial vision is evidenced in almost everything UUSC produces in print and online, from Rights Now to UUSC's blog. Atcheson earned a bachelor's degree in English with a minor in communication studies from Hamilton College, studied abroad at Oxford University, and served as a crisis-center advocate through the AmeriCorps Victim Assistance Program.

6. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Shelby Meyerhoff Shelby Meyerhoff facilitates the development and implementation of strategic approaches to engaging constituents online. Prior to joining UUSC, Meyerhoff managed the UUA's social-media presence and provided social-media training to staff and constituents. Other experiences include running a web- development business and writing a column for UU World magazine. Meyerhoff has a master of divinity degree from Harvard Divinity School and a bachelor of arts in the comparative study of religion from Harvard College.

7. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Agenda Brief overview of tools –Letters to the editor –Opinion page articles Preparing a blog post –Guidelines for writing Promoting your blog post –Use of social networking to spread your message Question and answer period

8. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Brief Overview of Tools Newspaper submissions Value of reaching broader audience Importance of not precluding newspaper publication by posting online Can always include a link in your blog posts to op-ed after it is published E-mail Dick Campbell, senior associate for media outreach and public affairs, at dcampbell@uusc.org with link to any published material, and contact Dick for further assistance or questions.

9. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Letters to the Editor Keep it short and focused. In most cases, there will be a short word limit. Refer to a specific article. Cite the specific article in your letter, including the headline as well as date and page it was published. Timing is critical. If possible, send the letter the same day the news article appears. In your letter, state why you are responding to the article, editorial, or op-ed. Focus your letter on one subject. Your letter should raise one point that was not in the article, or was in the article but you disagree with it. Do not submit the same letter to more than one publication at the same time. Do consider weekly community newspapers — you can send a similar but revised letter and you will probably have an even greater chance that it will be published. Provide your daytime contact information. Include your name, address and phone contact (contact info is not published but necessary to clarify questions and verify the submission).

10. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Op-ed Opinion Articles Timing is important. Plan to submit an op-ed when the issue is featured prominently in the news. Most newspapers limit length of op-eds, generally from 500 to 750 words. Guidelines are often published on the paper’s website, or check with the opinion page editor. Personalize the op-ed with an anecdote. Using a personal experience to support an argument gives your piece an additional element of unique and often compelling appeal. Editors are looking for unique opinion. Use fresh arguments and avoid rehashing points already made by previous writers on the opinion page. Read other op-eds to see how they are constructed. A common format is to write a brief introduction stating your thesis, identify and write two or three major points in support of your point of view, and conclude with a brief summary and persuasive final argument. If you have expertise on the subject about which you are writing, find a way to incorporate this into the op-ed or state it as biographical information in parentheses at the bottom of the piece.

11. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Examples of Published Articles Visit our website for detailed guidelines, as well as samples for letters to the editor and op-eds that you can rewrite and use at uusc.org/resource/be_a_media_advocate. UUSC offers a list of published articles at uusc.org/uusc_in_the_media For more assistance on how to place your writings, contact Dick Campbell at 617-301- 4370.

12. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org UUSC Guidelines for Blog Posts Make it personal Keep it succinct (300–500 words) Use a timely news hook when possible Share stories to illustrate a compelling main point Draw clear lines to UUSC’s work Challenge people’s assumptions, offer thought- provoking reflections, raise questions Suggest a concrete action that readers can take, if possible Include/embed links to more in-depth material Promote your blog post once it has been accepted, edited, and posted

13. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org UUCSJ Blog Post Guidelines As above, offer compelling content — not an account of your trip itinerary Reflect on your personal reasons for being on the trip. Consider addressing one or more of the following: How the service-learning trip enhances your personal beliefs How UU principles play a role in your experience How the trip has affected you and how your views and convictions are changing or deepening due to specific experiences Results of the specific service-learning project, and what you hope to personally accomplish as a result of your experience

14. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Where to Post or Submit Personal blogs Congregational and community group blogs Huffington Post, Open Salon, or other outlets UUSC –Please note that UUSC welcomes submissions of blog posts, but please understand that publication is not guaranteed. Decision to publish is based on a number of factors. Most non-news blogs don’t expect exclusivity, but it’s good to mention if you are “cross- posting” (i.e. posting the full text in more than one place).

15. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Two-Part Promotion Process 1.Share the blog post! 2.Continue the conversation. Both can be done through social media.

16. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Share Your Blog Post Remember: People will only know about your blog post if someone (you) tells them. Ways to share blog posts: –Personal Facebook, Twitter, e-mail to friends –Personal website (either repost it or link to it) –Congregational Facebook, Twitter, e-mail to congregants –Congregational website (either repost it or link to it) –Including photos in the blog post makes it look better on Facebook! It’s ok to link to your post more than once.

17. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Sharing on Facebook Green arrows indicate things you can control when posting on your wall.

18. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Sharing on Facebook You can send a personal message too! Paste in the URL to make post appear, then delete it (same goes for posting on your wall, as in the previous slide) You can send to lots of people! I just picked two examples.

19. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Continue the conversation Think multimedia. Once you’ve promoted your post, here are some other ways to continue the conversation: –Post related photos on Pinterest, Facebook, or Twitter –Post text updates over time on Facebook and Twitter. –Tweet relevant statistics, quotes, other bite-size pieces. –Make a YouTube video –E-mail your friends about related actions from UUSC –Share related actions from UUSC on social media It’s not only a blog post – it’s the start to a conversation.

20. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Bite-size Tweets

21. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Facebook text updates

22. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Photos on Facebook Likely to get more visibility than link posts.

23. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Photos on Facebook

24. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Photos on Pinterest Can link back to your blog post!

25. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Looking for Photos? http://www.flickr.com/photos/uusc4all/sets/

26. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org More on Social Networking Panel presentation from GA2012 uusc.org/ga/storytelling –Overview of different social media tools, principles for successful social media use, and case studies from specific advocacy campaigns. UUSC video: Five tools for using social media to advance justice uusc.org/ga/storytelling (same as above) –Shelby Meyerhoff talks about online tools activists can use to engage audiences with their social justice campaigns (the final four minutes are about Facebook and other multimedia tools)

27. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org Question & Answer Session

28. UNITARIAN UNIVERSALIST SERVICE COMMITTEE 689 Massachusetts Avenue Cambridge, MA 02139 www.uusc.org · 617-868-6600 info@uusc.org