THE NUTS & BOLTS OF GETTING SOCIAL
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NUTS FOR LIFE SOCIAL MEDIA TOOLKIT OCTOBER 2015
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ABOUT THIS TOOLKIT Social media is widely used by Australians as an important tool for communicating and consuming news and information. In fact, 14 million Australians now use Facebook, 5 million use Instagram, 2.8 million use Twitter and around 320,000 use Pinterest. Social media is a great strategy for Australian tree nut growers and other tree nut industry businesses for speaking directly to customers about your products and businesses. Social media can help your business by creating a community of supporters who will help grow word-of-mouth about who you are, and what you do and sell. Having good content is important and Nuts for Life can provide resources in this area. Your social media channels can also help Nuts for Life spread the word on the health benefits of nuts, which in turn helps drive consumption of nuts and sales.
AUSSIES ON SOCIAL MEDIA FACEBOOK
Nuts for Life has several social media accounts and successfully communicates the health benefits of nuts to over 20,000 people every day. Having a clear plan on the different types of content you wish to share (eg. health tips, recipes, provenance) is the key to a successful social media channel and a good way to ensure you have consistently compelling and shareable content. This information kit is designed to help you set up your own social media channels, and includes tips on how to manage them, a range of stylish infographics on each variety of tree nut, and suggested posts to get you started.
WHAT IS A HASHTAG Hashtags (#) are a way to highlight a particular word in your social media posts. Highlighting or hashtagging a word means other users can find and share your posts easily. Hashtags can also help you track who shares your posts as well as enable you to find similar content you can share from others. To make a hashtag, simply put the # symbol before the word you wish to highlight. Nuts for Life routinely uses the following hashtags:
#healthyhandful #nutsforlife
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Source: Social Media Statistics Australia – Sept 2015, www.socialmedianews.com.au
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FACEBOOK WHAT IS FACEBOOK? • Facebook is a social media channel that allows you to share news, photos, videos, and links to articles with your friends and “fans” (people who “like” your Facebook page by clicking the thumbs up symbol). • It’s a good place to share more in depth information about tree nuts and other value added products, their health benefits and your orchard or business. • You can create a personal account or a fan page. Fan pages are for businesses and organisations and allow people to follow your activity. Personal pages are for you to share things with your own friends and family.
SETTING UP AN ACCOUNT • To set up a fan page you first need a personal page. • To make a Facebook account, visit www.facebook.com and enter in your details • Once you have an account, create a fan page by clicking here https://www.facebook.com/pages/create • Choose the type of page you would like eg. a business or cause or public figure and fill in the blanks. • Select a cover photo and a profile picture that best represents your business. The cover photo might be a beautiful picture of your orchard or some nuts, and the profile picture could be your business logo. • Once your page is set up it’s time to start posting and inviting your friends to like your page! Facebook will often give you tips and clues for posting or you can visit the help section https://www.facebook.com/ help/281592001947683/
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TYPE OF CONTENT AND FREQUENCY • Post often and post interesting information, eg photos of your orchard over the seasons and harvest, news articles or health facts and tips about nuts, favourite family recipes, information on your products, competitions etc. • We recommend posting 3-4 times per week. • Generally posts work best if they are accompanied by an engaging image. • To post on your fan page, type your Facebook page name in the search bar at the top of your page. You can then choose to upload a “status” which might be something going on you want to share, an article you found, photo or video, or an offer or event. Click the one you would like to choose and follow the instructions. • You can include hashtags in your Facebook posts if you wish.
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ADVERTISING • To grow your page for free, invite your Facebook friends or email contacts to like your page. You can read how to grow your page here: https://www. facebook.com/help/492935104056753/ • Search for people by typing their name into the Facebook search function. • Paid advertising will help grow your page beyond the people you know. Click here for more information on advertising - https://www.facebook.com/business/ help/294671953976994 • There are two types of advertising on Facebook – side panel advertising to promote your page and sponsored posts to ensure as many people as possible see your posts. [It is important to note that Facebook only allows organic posts to reach a select number of your fanbase. This will increase if your content has a good initial engagement rate but the only way to guarantee reach is to promote a post.) • It’s best to start advertising with a small amount of money first (a couple of dollars a day) to see if you think it is worthwhile – it may require some trial and error to get the balance right. • Before you start advertising to grow your audience, research the type of audience you want to reach based on their interests and the likelihood they will be interested in your page, and select your targets accordingly. The audience options are found in the advertising panel on Facebook. • You can also promote yourself by liking and commenting on other people’s individual Facebook posts.
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MEASURING SUCCESS
ISSUES MANAGEMENT
• There are a number of tools available through Facebook to help measure the success of your page. These are called Page Insights and can be accessed through your Facebook page. • You can measure your page’s success in the following ways: - L ikes (the number of people who like your page) -R each (how many people have seen your content) -A ctions (how many people like, comment or share your content) - P eople (the demographic of people who like and engage with your page) • The measurement tools provided by Facebook are substantial, however there are other measurement websites capable of measuring all your social platforms such as http://simplymeasured.com/free-social-mediatools • For more information on how to measure success, visit https://www.facebook.com/business/learn/facebookads-measuring-results
• Negative and sometimes abusive comments may be directed at your page. While each instance is different, responding with common sense is key. • Some tips to manage issues that may arise: - Include a set of ‘house rules’ on your page that advise others that abusive and insulting language or images won’t be tolerated. We suggest you include this under the ‘notes’ tab. You can find examples of these here - http://www.socialfresh. com/facebook-fan-page-community-guidelines/ - Remove any spam that may appear on your wall, by deleting the post and if the problem persists, blocking the user by clicking on the drop down arrow in the top right corner of each post. - Accept negative feedback – politely respond to negative comments or questions rather than removing it from your page as this may spark further negativity. Deal with an unhappy Facebook comment as you would if an unhappy customer turned up in your shop or on the phone. - Remove abusive behaviour – don’t engage in an online fight and remove offensive content and people from your page. • You may have several people who have access to your Facebook fan page. We recommend preparing a policy or fact document with information about your business, who can respond on behalf of the business, facts about issues your business or industry may have eg nut health facts, a list of expert contacts you can call on if needed etc to ensure there is consistent messaging and handy information when responding to an issue.
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TWITTER WHAT IS TWITTER? • A social media sharing platform ideal for short, sharp bursts of news and information. • With a Twitter account, you can publish messages, photo/videos and share links with the world. This is called tweeting and a post is called a tweet. • Other Twitter users can follow your account, and are notified of your tweets through their newsfeed, which is a webpage that publishes in real time the tweets from accounts you follow. • Keep it brief – tweets are restricted to 140 characters. • bitly.com is a handy website that shortens website links to ensure they fit within the 140 character limit. • Twitter users in Australia tend to be between 25-55 in age, and use the platform for news updates. Public figures, journalists, businesses, dietitians and chefs use Twitter to share news, and continuing professional development information.
SETTING UP AN ACCOUNT • Setting up an account is easy – visit www.twitter.com and click ‘Sign up for Twitter’. • Choose a name for your account (Twitter handle) that is easily recognisable – it may be your business name, the name of a specific product or something more general. • Include a brief blurb on who you are, as well as a photo. • Follow other accounts that are of interest to you to help grow your follower base. These may be other similar industries or businesses, health professionals, chefs, media personalities, polititians etc. Search for people by tapping the magnifying glass and typing their name. • Start tweeting!
TYPE OF CONTENT AND FREQUENCY • Twitter is designed to share short, news style information. Content could include facts about your business or nut health, or links to interesting and relevant news articles, websites, media releases etc. • We recommend you tweet at least 4-5 times per week, but you can be as frequent as you like. • We suggest developing a calendar of tweets to cover off important times of the year eg. seasons, harvest, health weeks, holidays etc to ensure your tweets are timely, as well as keeping across the daily news. Health posts, recipes posts and fun facts are also good to include in your weekly tweeting. • How to tweet: - A general tweet will be publicly visible - Beginning a tweet with someone’s twitter handle eg @nutsforlife means you are tweeting directly to that person • To reply to a person’s tweet, click the reply button (backwards arrow) at the bottom of the tweet. • To add your own comment to a person’s tweet, and share that tweet, click the retweet button at the bottom of the tweet. • You can also send a direct message to a person through the ‘Messages’ and typing the name of the person you wish to send a message. These messages are not public and can only be seen by you and the person you messaged directly.
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BUILD YOUR FOLLOWER BASE
MEASURING SUCCESS
• Tweet often and regularly – tweeting regularly means your followers regularly see your messages in their newsfeed and you remain front-of-mind. • Tag other Twitter accounts in your messages by including their Twitter handle eg @NutsforLife or include relevant hashtags (a mechanism that groups tweets together on a particular topic eg #nuts #healthfood). • For more tips and tricks, visit http://www.forbes.com/ sites/kenkrogue/2013/08/30/31-twitter-tips-how-to-usetwitter-tools-and-twitter-best-practices-for-business/
• There are several ways to measure your Twitter page’s success. These include: - Number of followers - Engagement with your content through the number of retweets (when someone republishes your tweet), favourites (when someone likes your tweet using the star button), mentions (when someone mentions your Twitter handle or tweet in their own tweet) or replies (when someone replies directly to your tweet) - Use of your specific hashtags • Twitter has a good analytics tool that easily shows you the growth of your followers and your top tweets based on engagement. • There are also online measurement tools such as https://www.twitonomy.com/
ADVERTISING • There is the option to advertise on Twitter to boost your number of followers, increase the level of interaction between your page and others, or drive people to your website. • Advertising on Twitter is relatively inexpensive – you tend to pay each time someone clicks on your profile or views your tweet. • Before advertising, have a clear purpose as to why, and monitor its progress until you find the right balance. • To set up Twitter advertising, visit - https://ads.twitter. com/accounts/18ce546vkhx/campaigns_dashboard
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ISSUES MANAGEMENT • Twitter can be used as a tool to manage issues that may arise through your business. It allows you to communicate quickly with the people you need to contact. • Sometimes people will tweet negative or abusive things to your page – respond to negative feedback rationally and politely, but do not respond to abusive tweets. Abusive tweets are generally looking for a reaction from you. • Remove accounts that spam your Twitter feed by reporting or blocking them as followers. You can do this by clicking on the cog symbol next to their profile and selecting ‘report ‘or ‘block’.
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INSTAGRAM WHAT IS INSTAGRAM? • Instagram is a social media platform used for sharing photos or videos instantly with your followers. • Photos and short videos are the only types of content shared on Instagram. • Create a public profile for your organisation so that your photos are visible to all Instagram users and you can grow your follower base.
SETTING UP AN ACCOUNT • To set up an account, download the Instagram app on your smartphone via the Apple store (iPhone) or Playstore (android), and sign up. • Choose a username that relates to your business and create a password to create your account, then start posting!
TYPE OF CONTENT AND FREQUENCY • Instagram is all about beautiful photos. • It’s best to only post one photo at a time. Choose your best photo and post it rather than posting several different photos at one time. • Post frequently but keep the accompanying captions short and sharp. • Use hashtags that relate to the photo eg #nuts #healthy #nutsforlife – this groups your photo with other photos with the same hashtag, allowing more people to see your content. • If you are using a lot of hashtags, it can be a good idea to put these in the comments section rather than on the post, as they can be off-putting to some people. • You can improve the way your photos look by using the filters that appear below the image. • You can add locations to your photo eg if a picture was taken at your orchard you can add the name of your business to the location.
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GROWING YOUR AUDIENCE
ISSUES MANAGEMENT
• You can link your Instagram page to your Facebook account so that people will see you have joined Instagram. Click on the small graphic of a person in the bottom right-hand corner (your profile). To find your Facebook friends and contacts, press the cog symbol in the top right corner. • Try following people who you would like to follow you back. Search for people by tapping the magnifying glass at the bottom of the app and typing their name • Hashtags are a great way for people to find you. Hashtags enable users to find pictures they are interested in by aggregating all content using a specific tag. • Hashtagging words such as #nuts or your region #murrayriver will make your photos appear when others are searching for those words • Advertising on Instagram is still new and is mostly used by big brands. Read more about that here https:// business.instagram.com/advertising/
• Familiarise yourself with Instagram’s Community Guidelines, to gain an understanding of what is and isn’t acceptable content for Instagram - https://help. instagram.com/477434105621119/ • Instagram has a helpful page with tips on how to deal with abuse - https://help.instagram. com/527320407282978/ • There is a ‘reporting’ mechanism within Instagram by simply tapping the three circles underneath an image. An option to report will appear.
MEASURING SUCCESS • There are basic measurement tools for Instagram. Like other platforms, you can measure success based on the number of followers and the number of likes your photos receive. • For more detailed measurement, visit http:// iconosquare.com/
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PINTEREST WHAT IS PINTEREST? • Pinterest is a social photo and video sharing website where users can upload, save, sort and manage photos and videos (known as pins) through collections known as pinboards. It is like a virtual pinboard of images to share. • Unlike the other social platforms covered in this booklet, Pinterest is not so much about communicating with an audience but is rather an excellent resource for images and ideas. • You can follow other people’s Pinterest boards such as fellow nut growers or chefs, and their new content in their pinboards will appear on your home page, feeding you a constant source of inspirational content to use on your social channels. • As an avenue for sharing your photos, the more followers and people who ‘repin’ your content, the more widely it is seen and shared.
TYPE OF CONTENT • You want to position your business’ Pinterest account as a source of information and inspiration for nuts. Nuts for Life has a Pinterest account which you may like to look at as inspiration for your own - https://www.pinterest.com/ nutsforlife/
Pine Nuts Nuts For Life
SETTING UP AN ACCOUNT • Pinterest is only open to registered users. To sign up, visit https://www.pinterest.com/ and create an account. • You can create your own Pinterest boards by clicking on your name in the top right corner and choosing ‘create board’. • Name your board, give it a description and category eg. Nuts in salads, or Healthy nut facts, and make sure your board is not a secret (so that others can see it). • You can also invite others to contribute to your pinboard by typing in their name or email address. • Pinterest will give you the option of adding a ‘Pinterest button’ to your web browser to make it easy to pin content you find around the internet to your pinboard. • To find images or posts within Pinterest, simply type in what you’re looking for in the search bar, eg nut recipes. A range of images from other users will appear, click on one and pin it to your own board.
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INFOGRAPHICS
& SUGGESTED POSTS ALMONDS Are almonds your favourite nut? Aussies eat 22,000 tonnes of almonds a year so you’re not alone! #didyouknow #Aussies eat nearly 22,000 tonnes of #almonds each year? @AusAlmonds Love Aussie almonds? Australia is the second largest grower in the world. #nuts #almonds #nutsforlife #healthy #hearthealthy #healthyfats
BRAZIL NUTS They’re not called Brazil nuts for nothing! They’re grown in the rich soils of the Amazon rainforests and imported to Australia. #Brazilnuts – the #1 dietary source of selenium. #Eat 2 a day to get your fill #healthyhandful #nutsforlife #didyouknow Brazil nuts come all the way from the Amazon rainforest to your plate? #brazilnuts #nutfacts #nutsforlife
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CASHEWS Did you know cashews are a seed that grow on the outside of a cashew apple? More cashew trivia here: Check the infographic to see what #cashews look like before they get in your hands #whoknew Cashews are as #healthy as they are #yum #cashews #nutsforlife #healthyfats
CHESTNUTS Nut tip – always eat your chestnuts cooked. Check out some other facts about chestnuts: An indulgent, no fuss #glutenfree snack – a #healthyhandful of #chestnuts (4) #coeliacissues Chestnut season is coming! Why you should be eating chestnuts #chestnuts #nutsforlife #nuts #glutenfree #coeliac
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HAZELNUTS How many hazelnuts are the perfect amount each day? 20 hazelnuts = a healthy handful They’re packed with antioxidants & perfect in #desserts. Want more reasons to eat #hazelnuts? #nutsforlife Hazelnuts or chocolate? Hazelnut skin has 7-8 times more antioxidants than dark chocolate. Hazelnuts win! #hazelnuts #healthyhandful #nutsforlife
MACADAMIAS Who loves eating macadamias? Not only are they good for your taste buds, they’re good for your heart too! Eat local, choose the Aussie nut #macadamias @AusMacadamias Australia – leading the charge when it comes to macadamia kernel production! #macadamias #Australia #goAustralia #nutsforlife #nuts
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PECANS Antioxidants protect your cells from free radical damage and pecans are one of the richest plant sources! For more health benefits: #didyouknow #pecans are one of the richest plant sources of #antioxidants #healthy 15 pecans a day will help keep the doctor away #nutfacts #pecans #nutsforlife #healthfood
PINE NUTS Adding two tablespoons of pine nuts to a salad or pasta will give you your daily healthy handful. From the pinecone to the plate, #pinenuts are a delicious addition to many meals, & are #healthy too! Here’s why: Pesto, pilafs, pasta, salads… Pine nuts are so good and give you that little extra crunch in your mouthful. And they’re an easy way to stay healthy #nutsforlife #pinenuts #nuts
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PISTACHIOS How many pistachios should you snack on a day? 30 kernels is a healthy handful. Here are some more facts you didn’t know about pistachios! Another one to add to your #superfood shopping list #pistachios #health #healthyhandful. Here’s why: Gelato, salads, cous cous, pilafs, pesto… Is there anything pistachios don’t go with? #pistachios #nuts #nourish #foodie #healthy #nutsforlife
WALNUTS Omega-3 fats are the heart healthy fats that improve our blood cholesterol and walnuts contain one of the highest plant sources of Omega-3. Check out some other facts about walnuts Have you thought about a #healthyhandful of #walnuts for your afternoon #snack? Walnuts look like a brain and they’re good for your brain! #nutsforlife #brainfood
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ADDITIONAL POST IDEAS We have provided some additional, more general social media posts below to help you get started. While these are general examples, you may like to visit the Nuts for Life website, where you can access a bank of informative infographics and gifographics (animated infographics). We recommend including visual content in your social media posts as it is more engaging for your followers and fans. The Nuts for Life website is an excellent source of resources you can use in your social media activity. Download infographics, gifographics and other visual content here - http://www.nutsforlife.com.au/media/ infographics/ A bank of images is available for download here http://www.nutsforlife.com.au/resources/nuts-images/ You can also get creative and take your own photos or use image libraries such as Bigstock for a small fee. Nuts for Life also has a FAQ section which may provide ideas for content http://www.nutsforlife.com.au/ frequently-asked-questions/
Nut inspired recipes are available for download here http://www.nutsforlife.com.au/nut-recipes/ and other nut industry websites are also useful sources for inspiring recipes. These include: • Australian Almonds http://www.australianalmonds.com.au/ • Chestnuts Australia http://www.chestnutsaustralia.com.au/ • Hazelnuts Australia http://hazelnuts.org.au/static/ • Macadamias Australia http://www.australian-macadamias.org/industry/ • Australian Pecan Growers Association http://www.pecangrowers.org.au/pages/pecan_facts.html • Pistachios Growers’ Association Incorporated www.pgai.com.au/ • Fresh Australian Walnuts http://www.walnut.net.au/ • Sunbeam http://sunbeamfoods.com.au/recipes • Stahmann Farms http://www.stahmann.com.au/ • Lucky Nuts http://www.luckynuts.com.au/recipe/index/list
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It’s (insert your nut) blossom season right now. Check out these beautiful blooms! It’s #(insert your nut) blossom season right now. From now it will be XX months until harvest season #inseason A beautiful pic of the (insert your nut) orchard in full bloom. #blossom #spring #nut #beautiful #flowers #nutsforlife
Have you ever wondered how X (include nut variety/ies for which this is relevant) are harvested? A tree shaker comes along and shakes the trunk of the tree, causing the nuts to fall to the ground. From here, they are collected and sorted. Did you know #nuts are harvested by a machine shaking the tree? #nutfacts #nutsforlife #(insert your nut) Our nuts are harvested using a nut shaker. It shakes the trunk of the tree so the nuts fall to the ground before being collected and sent to the harvest shed. #nuts #nutsforlife #nutshaker #harvest #nutsfact
It’s recommended we eat 30g of nuts per day and a post-it pad, ¼ cup measure, shot glass and espresso cup are all perfect portion measures! A post-it pad, 1/4C measure and shot glass are all perfect measures of a #healthyhandful of #nuts A post-it pad, 1/4 cup measure and shot glass are all perfect measures of a #healthyhandful of #nuts.
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Did you know eating nuts could be helping your ticker? Studies have shown a weekly serving of nuts (30g) can help keep your heart healthy. Studies have shown just a weekly serve of nuts (30g) can help keep your heart healthy. #healthynuts #hearthealth Good news if you love nuts, they’re great for your ticker. Just a handful a week (30g) can keep your heart healthy #nuts #hearthealth #hearthealthy #nutsforlife
Watching your weight? Here are a few reasons to eat a handful of nuts. Large studies have shown people who eat #nuts actually weigh less. #weight Watching your weight? Here are a few reasons to eat a handful of nuts. #nut #nutsforlife #weight
Nutty fact: up to 10% of the energy in nuts is used just to digest them
Have you ever tried making your own nut spread? To make (insert your nut) spread, just blend the nuts in a food mixer until they form a beautiful smooth consistency or keep it a bit chunky for a crunchy paste. You might need to scrape down the sides a few times and add some water if too dry. For a DIY nut spread, blend nuts in a food mixer until it forms a smooth consistency Home made nut spread recipe - Blend your fav nut in a mixer until they form a beautiful smooth consistency and that’s it!
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It’s recommended we eat a handful of nuts per day. Here’s a handy guide to the perfect portion. It’s recommended we eat a #handful of #nuts per day. Here’s a handy guide to the perfect portion. #nutsforlife #30gnuts It’s recommended we eat a handful of nuts per day. Here’s a handy guide to the perfect portion. #nuts #nutsforlife #portioncontrol
Looking to do some healthy baking? Try these nutty oat bars http://www.nutsforlife.com.au/recipes/snacks-desserts/ nutty-oat-bars/ Looking to do some healthy baking? Try these #nutty oat bars http://www.nutsforlife.com.au/recipes/snacksdesserts/nutty-oat-bars/ (shorten link using bitly.com) Try some nut baking with these nutty oat bars #nuts #baking #healthycooking #nutsforlife
It’s almost Christmas and we have our spiced nuts ready to go! Get the recipe here: http://www.nutsforlife. com.au/recipes/snacks-desserts/christmas-spiced-nuts/ We’re ready to get #nutty during the #festiveseason. Get the recipe here: http://www.nutsforlife.com.au/ recipes/snacks-desserts/christmas-spiced-nuts/ (shorten link using bitly.com) We’re ready to get nutty this Christmas! #Christmas #nuts #festiveseason #mixednuts #healthy #snack
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Supported by INC International Nut and Dried Fruit Council Contact Nuts for Life Suite 3, Level 18, 122 Arthur St, North Sydney, NSW 2060 e admin@nutsforlife.com.au p 02 9460 0111 w www.nutsforlife.com.au t twitter/NutsforLife f facebook.com/nuts4life p pinterest.com/nutsforlife