Rotary Social Media Tom Mcvey Social and Digital Media Specialist

TITLE | 2 Rotary Social Media Social media provides numerous opportunities for you to stay connected, communicate quicker, share insight and express opinions.

TITLE | 3 Rotary Social Media Brands should take a strategic and targeted look at where and how they engage on social media – just as they would on any other form of media Social media can and should be a place where Rotary’s key audiences can interact, learn from and influence one another Less can sometimes be more Any social media channel should be managed and moderated actively and be a vibrant community

TITLE | 4 Rotary Social Media Secondary Platforms Content Repositories Primary Platforms Warrants frequent engagement/moderation multiple times a day, as well as evaluation for having more than one branded account per platform Requires less frequent moderation, but should be planned for in all editorial content calendars to ensure content approach is aligned with overall social strategy Requires minimal moderation and is mostly intended to house branded content which should be linked when posting on branded social channels

TITLE | 5 Rotary Social Media - Facebook Brings to life the mission of the organization and highlight how new members can become involved Encourages dialogue between Rotarians and other relevant audiences – including alumni and non-members Educates potential members or partners by showing real-world examples of the work Rotary does Serves as the organization’s flagship presence and celebrates the mission, values, breadth of work and people who make up Rotary International

TITLE | 6 Rotary Social Media - Facebook Best Practices: Include optimally-sized photos, not just thumbnails, in posts to increase engagement Keep content concise and to the point to capture attention at a glance (At most, two sentences or characters are the recommended maximums) Include calls-to-action, including simple polls and fill-in-the-blank questions, to get fans involved and spark interest around specific causes and events. Regularly monitor your Page for comments on specific posts and actively acknowledge and participate in further dialogue with fans When using hashtags on Facebook, think quality over quantity; use 1-2 hashtags at most, and only when they are relevant to a specific campaign or a widely recognized trend

TITLE | 7 Rotary Social Media - Twitter Enables quick, direct communication and content sharing between RI and all audiences Ensures relevancy against the young professional target (specifically 18-29) Helps RI identify trending topics in online conversation and asses if/how the organization can take an active role in those conversations, underscoring the relevancy of RI’s mission Encourages sharing of real-time content from all members Enables RI to share news, content and information that is relevant to the RI mission. Also helps the RI brand to make new connections by engaging with external audiences and influencers via the platform

TITLE | 8 Rotary Social Media: Twitter Best Practices: The more often you share, the more frequently your tweets will appear in your follower’s feeds. Vary the time of the day you tweet to increase reach Participating in relevant trends can increase Rotary’s exposure to those who are following that trend/topic but who may not be Rotary followers Use links and hashtags strategically; a general rule of thumb is to include no more than two links or hashtags in one tweet Follow more people to help you cultivate partnerships and reach influencers. Recognize thought leadership among your audience and industry Influencers by retweeting and replying Take advantage of Twitter lists: organize sources, influencers, supporters, etc. to make sure you receive updates that are important to your organization

TITLE | 9 Rotary Social Media - Instagram This channel serves to be the visual storyteller for Rotary International. It will allow the brand to communicate through engaging visual content that celebrates the people and work that are at the core of the organization’s mission, specifically against the younger target audiences who use the platform most Allows RI to tell the brand story through visual imagery Gives all members a place to tag and share content from the work, projects and events they participate in through RI Allows the brand to communicate with the young professional target given their propensity to be on the platform

TITLE | 10 Rotary Social Media: Instagram Best Practices: Use hashtags to continually add new followers, by exposing Rotary to a wider circle of users who are searching that hashtag Post on a regular basis, as users generally like to see a variety of photos from different accounts in their feed Tagging people or organizations in an image or in the comments is a great way to show up in their newsfeed and on their profile page, increasing visibility of the image and likelihood of engagement/sharing Share simple yet compelling photos showcasing the direct impact the organization is having. Use only authentic, organic photos rather than branded photos with logos or copy in the image

TITLE | 11 Rotary Social Media - Target Audiences Internal  Rotarians  Rotaractors  Interactors  Peace Fellows  Youth Exchange  Alumni External  Potential members  Millennials  Partners  Potential donors  General public Relevant to Internal Audiences Relevant to External Audiences Ideal Content Mix: Relevant to Both Internal & External Audiences

TITLE | 12 Rotary Social Media Does: Mention impact/outcomes to encourage audience to click/read/retweet/share Include content from a variety of sources – not solely Rotarians and clubs Align with additional organizations that focus on similar causes Share personal stories that promote benefits of membership Provide value to the reader Doesn’t: Use Rotary jargon in posts Offer personal views of members

TITLE | 13 Rotary Social Media - General Social Media Best Practices Engaging photos Copy length Call to action External lens

TITLE | 14 Thank You Questions?