SOCIAL MEDIA INTRO: FACEBOOK BY Vivian Luu FOR THE Special Events Section at UNESCO
INTRODUCTION: SOCIAL MEDIA & YOU Social media: It’s a game-changing landscape that’s going to challenge you and what you do. It’s NOT going to cripple you and leave you behind in the proverbial wave of mutilation. So your plate is full. You’ve been at this for a while. Your life and your work are kind of crazy. You could say you’re feeling… overwhelmed. It’s time to strike that word—overwhelmed—from your vocabulary. The light side of change is bursting creativity, and on the front end of pressure and greatness lies the best kinds of challenges. Make mastering social media one of those inspiring, creative, productive and innovative challenges. Why? Because within the landscape of Facebook, Twitter, YouTube and all other social networks on the Web is a place where you can make a difference and be a game-changer. Social media is impacting consumers and the flow of information. It’s time for you to make an impact on social media. This e-book will introduce you to the why’s of social media, and then the mechanics and dynamics of Facebook. We’ll take baby steps at first and make our way around the basics, and then hop and leap toward increasing visibility and leveraging engagement to get closer to our target audiences, meeting our bottom-line objectives and ultimately incorporate social media into every aspect of the team’s communication process. We’ll also take a look at case studies and go through the steps toward preparing a solid and deliverable social media campaign. So say “no” to feeling overwhelmed. Welcome yourself to the science of being passionate, driven and social-media savvy.
MAKE THIS YOUR MANIFESTO 1. Let yourself be moved, spurred and taken. Social media is a brave new world for a brave new you. Don’t hold yourself back. Don’t censor your passion. That is what makes you who you are, and that’s what people want to see. The lifeblood of your identity and your work in a post or an update is personality. Be seized. Go with the flow. Driving toward the impossible will lead you to a strategy.
2. Believe that you can and will do incredible things. It doesn’t take forever to cultivate creativity. You just need to get it out. Trust yourself and open yourself up to new possibilities. Learn from everyone and accept criticism from no one. The beauty of social media: Everyone makes mistakes, and everyone learns from them. Every “oops” is an “aha!” that will make your next campaign stronger, better and more tailored to you and your project’s needs. Keep in mind that there is no perfect equation for social media success. You create that equation for yourself.
3. Set seemingly impossible deadlines. Think of crazy deadlines as compressed magic time. Why? Because the online world doesn’t wait for you to get motivated—you have to motivate yourself to get on the bandwagon, climb to the front and start driving yourself to where you want to be. Crunch time is Web time, and Web time is your time.
4. Tap into… your true strengths, your team manifesto and the power of declaring your intentions. Before launching your project, ask yourself what you’re going to have to give up in order to pull it off. Half of getting to where you want to be is knowing what it takes to get there. Ambition requires radical productivity and innovation by nature is disruptive. The faster you run, the more you have to focus. Tap into your true strengths and build your dream team by lining up multi-dimensional support. Declare your intentions, and make it a part of your manifesto. You’ll solve problems before you start and before you know it, your project will be set for launching.
A CHANGE IS GONNA COME HAS COME • The old vs. new media landscape • Harnessing the winds of change • Targeting your new launch pad
“How do we get our message out?” That used to be the core communication question. From TV, radio and print news to snail mail and physical community outreach initiatives, the point of communicating to the masses was to control the message and pray it will resonate with the public. Let’s call this the “talk to the wall” (T3W) model and think about it for a moment: 1. T3W was a unidirectional communication model. We talked and people listened. 2. We measured the results of T3W after-the-fact. Feedback and public engagement took place after our campaigns finished. 3. With T3W, we had to get things right from the get-go. Shifting our messages would result in heavy (and expensive) losses. 4. We had to adhere to a constant, a model of T3W in order to effectively communicate. A lot of things have changed with social media. Online social networks from MySpace to Livejournal and then from Twitter to Facebook were brought into the mix and became a new and popular way to bring people together to share and create great things together. With the rise of social media came the following: 1. Real-time sharing, engagement, feedback and monitoring. Everything happens now. Sending a message to thousands of viewers takes seconds. Getting feedback for those messages can happen instantaneously. We have access to real-time metrics, or indicators of success, and can change the course of our campaigns without suffering from damages. 2. I say “hello,” you say “hello.” Social media communication is a two-way process. We’re not talking to the wall anymore—we’re talking to an audience that has the ability to talk back. What’s really happening is that we’re communicating with each other. That’s leveling the playing field, and while we’ve been used to sending out controlled messages, we’ve reached a point where we need to be listening and responding… quickly. 3. Low-cost magic making. It’s a like a special power of online communities: Sharing happens. If someone sees something interesting, they’re going to share it, and so will their friends. What’s even better is that within communities, we’re seeing a surge of content creation… because that’s what it means to be an active of an online community. With this big shift comes lower campaign costs. Our fans are now our campaign launch pads.
DISCOVER YOUR AUDIENCE. POSITION YOURSELF. • Who’s listening? • Profile: The landscape of change • Building your team of social cheerleaders
DID YOU KNOW? -
45% of social-media users are influenced by standard web ads. 48% are influenced by ads that appear in their news feeds. 51% are influenced by ads affiliated with their friends’ interests. 18% of adult users post links to videos, articles and other sites. 45% of users comment on others’ posts, 36% of which are between 20 and 29 years old, and 37% of which are students. 64% of parents use social media to learn about brands, and are 23% more likely than non-parents to use social media as a creative outlet. 98% of users access social networks at home, 27% at work, 12% in cars and 7% at school.
This is only a snippet of who the social media user is. What’s important to know is that “getting the message out there” isn’t good enough anymore, because our audience wants to learn more and wants to get involved. Here are the things you need to know about social media consumers. -
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They’re everywhere. The social media consumer is present on many social media outlets… because there is more than on social-media outlet available on the Web. We’ll find him or her on Twitter, Facebook and YouTube. Our user will have a blog, post photos and share content. They’re conversation starters. The social media consumer has a voice, and is passionate about using it. The user engages others by starting conversations and joining conversations as they’re happening. They’re smart. The social media landscape is a forum for learning and exploration. Social media consumers learn by listening and learn by experimenting. They do their research and get others—us—to do the same. They want you to come to them. The social media consumer is all about making connections and sharing the juicy details. Why not har`ness this passion for getting involved to make great things happen?
To harness the power of our online audience, we need to cultivate a strong social media presence. By doing so, we show that we’re serious about dialogue and that we’re serious about opening up to the people who matter most—them. Use the social space to tell our story and create a listening portal. That’s how we’ll build a team of supporters who will stand up and get involved.
THE SOCIAL MEDIA ELEVATOR SPEECH • Why launch social media campaigns • Tapping into your creative power • Linking the online and the offline
Investing time in building a social media identity and preparing social media campaigns = investing time in building a resource and foundation for the new social element of your promotion strategy. Here are the key reasons to launch a social media campaign: -
To persuade To increase awareness about existing programs To generate leads for future programs To acquire funding for your cause
On social networks, getting your name out there won’t just improve your visibility. Interaction on the networks Leads to tangible results. From taking action to donating money, people are responding to social media marketing campaigns and other promotional initiatives. The best part about social media campaigns is that you have the creative power. There is no social media “how to.” This guide is not going to give you a recipe for social media success. Rather, this guide and any guide worth digging into is going to inspire you to take what you know, harness your creative experience and design something that’s going to garner a lot of “oohs,” “ahs” and the ultimate “I want to get involved” from your audience. Within social campaigns is room for traditional campaigns, and vice-versa. Link the two worlds and you’ll have yourself a campaign that works online and offline. How? -
Plan what you want to achieve. Think about social media as a resource, not a requirement that’s going to make your life a living Hell. Set goals you want to reach, not goals you feel compelled to reach. Don’t forget about your key objectives. Social media is support Break it down. Work with measurable chunks of campaign goodness. Remember that social media is not a race, but a strong and steady build-up to the finish, and then some. Wrap it up, give the results a whirl and whip things into shape for the next one. Every campaign needs to have an ending. Take the time to reflect on what you did, what worked, what didn’t and what could be done to make the next campaign even better.
So you’ve gotten the quick and the dirty of why you need to jump off the deep end and dive into social media. Let’s dig deeper. First stop? Into the wild—and into the social landscape.
LAUNCHPAD #1: FACEBOOK +800 million users total. +400 million log in daily. Avg.130 friends per user. 900 user-created items. Avg. 80 pages per user. +250 million photos daily. +70 languages available. 75% users not in the U.S. +350 million use mobile.
That’s a whole lot of WOW.
Facebook is one of the big bosses of social media. It’s also one of your best tools to get organized, brings something new to your work and shed light on your brand. The social network “works” because it has attracted the right audience. From teens and young adults to parents and senior citizens, members of each demographic are present in mass. At its essence, Facebook is exactly what we’ve been calling it: a SOCIAL network. It’s the place that brings people together and gets them talking. In this section, we’ll cover Facebook basics to get you comfortable with the social network and then dive into the Facebook page to get a sense of what the backbone of social media campaigns look like. We’ll take a look at how the user makes it from his or her profile page to your organization page, and then deconstruct the steps to identify the best insertion points you can use to create a successful campaign. We’ll also take a peek at some of the most successful Facebook-driven campaigns to date and review what worked and what didn’t. The point of the exercise is to get you comfortable and to get you inspired to take that big step and organize your campaign.
THE BARE BONES
It starts here. http://www.facebook.com. If you haven’t started a Facebook account for yourself, get one. Get your feet wet, dive in and immerse yourself in the environment. That’s the only way you’re going to stay in-touch with your audience. Try checking out the pages online, on your account, on your computer. You’ll notice the difference. You’ll also be giving yourself an opportunity to interact with the social network and get a feel for it. Here’s a look at the Facebook home page. The content is customized for each user, but the layout remains consistent.
In the center of the page is your news feed. These are updates made by your friends on facebook and the pages you’ve liked on the network. You can sort these updates according to when they were posted or by their popularity, which is based upon how often the posts are “liked,” commented upon or shared by other users. To the left of the news feed is your favorites, apps, groups, lists and pages menu. You can also access your profile page by clicking on your name. Favorites are selected automatically for you, because Facebook has figured out which features its users enjoy most. These favorites are generally Facebookcreated applications. The Apps menu usually features applications you frequently used that were not created by Facebook, but were developed by other entities. These are called “thirdparty apps” that integrate the features of the social network into the application. Groups are interesting because they were the predecessors to Facebook pages. Anyone can create a Facebook Group to organize around any subject, event or organization, but is limited to the function of event creation and community discussion. Facebook allows you to organize your friends and your pages into lists. This feature is useful because you can filter the information you receive and send out to certain friends, and target your messages effectively. This is a more personal-use feature rather than a campaign feature. Last but not least, all the pages you manage will appear under the Pages menu. This feature allows you to access your pages quickly and effectively, as well as organize and manage multiple pages with ease.
There’s more campaign-happy content to the right of your news feed. Facebook has become a great calendar by reminding you of friends’ birthdays. But it also reminds you of upcoming events and events you’ve been invited to. As a Facebook Page administrator, you can also create and invite friends and fans to events, which will ultimately show up here on the portal. Sponsored Ads have been a highlight of social media marketing for some time. They aren’t costheavy, but they’re impact heavy. By gathering information about you and your activity on Facebook ( as well as the rest of the Internet ), the Sponsored Ads sidebar here is an intelligent compilation of advertisements for products curated for you. Notice how the ads also come with the “X people like this” feature. To the left of that notice is a thumbs-up sign. You can also like the advertised product or page by “liking” it, or you can do some more research into the product by simply clicking on the advertisement. Now, there’s a bit of science that comes with perfecting the Facebook ad, but it’s something to definitely keep in-mind because it’s one of the more advanced insertion points for your brand. Remember newspapers? Advertisements came in the form of block-image ads placed next to the news. Remember TV ads? They popped up in-between shows. The Facebook ad is the new ad. It pops up next to your news feed. It pops up right next to videos you’re watching and pictures you’re viewing on Facebook. It’s on the right side of your portal for a reason—because that’s the region your eyes become attracted to first, after the news feed in the center.
The last segment of the portal is the nice blue bar on the top. From left to right: friend requests, messages, notifications (someone posts on our wall, someone comments on your post or a post you commented on, etc.), search bar (for people, pages, etc.), your profile, friend finder and home (back to the portal). The arrow at the right corner allows you to use Facebook as your organization, through your page.
Next on the bare bones list is the profile page. Think of this page as your Facebook “home” that you can modify and people can visit. This is where the information you provide to Facebook is made available for others to see, along with any content you choose to share with your friends on the social network, including photos, links and videos. Your profile photo is always displayed at the top-left corner. This is how you are identified on Facebook visually. Under that photo are tabs you and your friends may use to toggle between your wall, which is where your updates are displayed. Your information tab displays any interests you’ve listed in your profile, including your favorite movies, books, quotes and so-forth. If you’ve uploaded any photos and created any albums (try it!), they’ll appear in the Photos tab. The same principle applies to your notes. A visual list of your friends can be displayed under your tabs, but can be more discreetly displayed using the “friends” tab. You can also keep track of friends who have subscribed to your wall feed in order to get to-the-minute notifications of your activities. But WAIT. Facebook has a trick up its sleeve.
That’s right. The new Facebook profile is rolling out, and it’s more interactive than ever. It’s called the timeline. While it has and is going to receive a great deal of criticism for the foreseeable future, it’s important to make note of its features and how it has changed from the “old” Facebook (that isn’t really old).
The biggest addition to the profile makeover is the timeline. You and your friends may now view key moments you’ve identified throughout your profile’s history on Facebook, courtesy the “timeline” on the top-right corner. Your uploaded/updated content is also played up. Videos and photos have an added “wow” factor now that they’re enlarged. Your “recent activity” is constantly updated and centralized near the top of your page for accessibility and visibility. The recent Facebook-Spotify partnership also displays the music you’re playing through the Spotify application on your profile. Your friends, photos, locations and “likes” (of pages) are now displayed at the top of your profile rather than buried between updates. You can probably see the trend here: Bigger, better and more organized. The content that matters is the content that’s shown, and there’s an overhaul on the visual elements. Your “about,” “info,” “photos” tabs are also hidden in the simple “about” link. This is what you get when you open it:
The big point to get here is that with the new profile, there is more space to play up your content. More space in the profile also means more competition among organizations, companies and brands to get featured in the best real-estate available. When it comes to getting others to highlight your organization on their pages, content becomes king. The quality of a profile is based on its content. So is the value that is placed in interacting with friends. You have a “great” profile if you fill up the space with accurate information that tells others more about you, from the food you like to eat or cook to the movies and books you’ve recently seen and read, respectively. On Facebook, you’re a good friend if you comment on other friends’ walls regularly, “like” their posts and provide them with content they enjoy. This new equation is the secret weapon of Facebook: Content = Interaction and Interaction = Friendship. In terms of promotion our work on Facebook, the key place to focus our attention as well as this equation is the Facebook page.
THE FACEBOOK PAGE
This is your typical Facebook page. It looks a lot like a profile page, right? After all, you have that profile photo on the top-left, followed by all those tabs‌ Not quite. Check out the tabs. You have your basic info, but after that, your tabs can be customized. Check out what Louis Vuitton did: You have access to a fashion show reel, the Cruise 2012 collection and then an Island Maison featurette.
What we’re looking at right now is the wall. Notice how the posts are promotional. The Facebook page is the site to share your content about your brand to everyone else. Anything you post here needs to attract visitors to your page or direct them to somewhere on your organization website. Remember that sharing is caring: When someone likes, comments on or shares your content, that action is re-shared on your fans’ news feeds, profiles and then appears on their friends’ news feeds. The content you produce is CIRCULATED throughout Facebook. You may be wondering what this is: When someone “likes” your page, that like gets added to your counter. Right now, more than 4.5 million people have selected to “like” Louis Vuitton. That like gets shared in their profile and their wall permanently (unless they choose to remove it) and then gets temporarily featured in their friends’ feeds. 44,540 people are “talking” about Louis Vuitton. That means there are 44,540 people engaging in conversations about the brand on Facebook. This means there could be content being shared that mentions the brand or links that are directly linking to the brand. Don’t forget: Facebook is smart, and it knows what its users are up to. This “talking about” is ultimately more important than the like because it’s showing the level of buzz that’s circulating about the brand.
WHY CONTENT IS KING Facebook pages are recommended to you by Facebook (1) and by your friends (2). You also have the option of conducting a search for a brand through the Facebook search option (3). Facebook allowed brands to customize a facebook.com/brand URL for their pages, so doing a best-guess search is easier than ever (4). These are ultimately the insertion points for your Facebook page. What this means for developing content on your Facebook page is this: •
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It’s all about the title: Develop a clear, consistent and easy-to-find title or label for your Facebook Page. “Ladurée’s famous macaroons” sounds cute, but it’s not going to get you fans as well as a simple “Ladurée.” Why? Because people who are searching for Ladurée know the name and are only interested in the name. The macaroons come later. URLs are diamonds and diamonds are forever. A good Facebook Page has a short, memorable and sparkling URL. That is, the URL makes sense, is straight-to-the-point and can be easily memorized.
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Sharing is caring. Your content gets attention not only by being on your Facebook page, but by getting shared by your fans. If your content makes it to someone’s wall, it gains visibility and by extent, your brand gains credibility in the networked space. What does this mean? Say no to dull content and start getting creative. An event invitation isn’t going to spark interest if it’s an event worth attending. Don’t just show—tell your fans why they should be at your event. Be creative. Connect to your network: Your homepage is your mothership. Remember Louis Vuitton’s and Etam’s “like us on Facebook” ad? You need one too. Create a visible, and commanding presence for your social media accounts on your website and you’ll drive traffic to and from your fan page.
To further explore these points, let’s take a look at how the best brands are pitching themselves on Facebook and how some successful social media campaigns have unfolded on the social network.
CASE #1: COCA-COLA 36,375,804 LIKES 178,465 TALKING ABOUT IT RIGHT NOW
The funny story about this page is that it wasn’t even created by the company. Two Coca-cola fanboys thought it’d be cool to get the red-and-white lovers together to talk about their favorite drink. Little did they know, they’d end up running the biggest fan page on Facebook. Coca-cola currently operates the page, which is why we probably have to follow the Coca-cola fan page rules and why we get to play with cool features such.
Every Facebook Page comes equipped with a “basic information” section, just like the profile page. You can state your mission, basic information and link to your organization’s primary website.
That’s the not point, though. The first thing to take note of is the fact that the page is the result of a purely social experiment. It could have flopped, for all we know. Takiing the risk to devote time to the page was what got it going, and taking the risk to inject unorthodox ideas into promoting the Coca-cola brand through the page is what keeps the community alive. The second thing to note is that the page is alive. Coca-cola has taken a bland, lifeless page and transformed it into a social hub. There are games to play, buttons to send, videos to watch and contests to enter. Fans can talk about their favorite drink and tell the company what’s bothering them—the lack of cherry coke in Canada, for example. The page is a community… because it brings people together and engages them. Check out the number of tabs the Coca-cola page hosts. They’re multilingual, interactive and reserved for different groups at different times of the year. A look at them shows a year of social media action by the company. It’s also easy to see that a lot has been invested in making use of the Facebook Page to bring a different brand experience to the user. Coca-cola isn’t complementing its product, but rather reinventing it through this user experience.
My favorite feature of the Coca-cola fan page is the multimedia content it hosts. From videos to games, maps and external applications, this page has made the most out of integration and development on Facebook. To the left is the video collection. Only the thumbnails are shown here, but try going to the actual page (challenge!) and see the videos for yourself. A number of the videos are real ads, while others were created exclusively for the web. That’s added value to the page.
CASE #2: LIVESTRONG 1,541,866 LIKES 3,534 TALKING ABOUT IT RIGHT NOW
This is my favorite Facebook page example because it’s doing good and it does it well. More importantly, the page sends a very clear message of making cancer a global priority and sending that message through its fans. There are channels open on the Livestrong Facebook page that allows for minimal management and maximum engagement. You can share your Livestrong story, encourage your friends to do the same and spread the word directly from the page. The beauty of it? Livestrong doesn’t need a power team to manage the page. The fans pitch in. If you check out the page wall, you’ll see that the conversation is started and driven by Facebook users dedicated to the Livestrong cause.
Of course, this wasn’t achieved overnight. But Livestrong is doing something differently—something that large, wellestablished companies and organizations are afraid of doing—trusting the users with the conversation and the buzz. Livestrong uses social media as a platform for getting the message out AND for collecting messages coming in. It’s the new inspiration message center, and it’s where people go to inspire others and become inspired. It’s on the Livestrong Facebook page that cancer support happens… from scratch. There’s something to be said about how lowkey, yet focused Livestrong social media is. The very targeted message of increasing awareness about cancer everywhere strikes a chord in the public sentiment. But because there is a laissez-faire attitude adopted on the fan page, Livestrong opens up a space for message exploration and experimentation. If anyone can say anything about cancer, they’ll get creative. Livestrong is the trusted and trusting mediator. Another Livestrong social media strength is its level of clarity in information. All you need to know about learning more about cancer and getting involved in raising cancer awareness is available on the page. Everything you need to know about Livestrong is available on the page, and the text is short, sweet and to-the-point. The no-fuss attitude of Livestrong’s social media presence on Facebook? That’s a starting point to work on. Think messaging and access.
The Livestrong Day 2011 and Livestrong Stories tabs are among the most engaging features of the Livestrong Facebook page. They allow for instant interaction directly from the page and reduce the unwanted fuss of “travelling” between web pages.
THREE TIPS TO START WITH •
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Make it personable, bring it to life: The Facebook page is not a lifeless ad-on or portal to another website. Infuse your organization’s mission into the page and enhance it by using everyday language that is not only relatable, but captivating. “We are blah, blah, blah” can be easily transformed into “We are BLANK and we’re here to bring you A, B and C. Check out our BLANK!” Show enthusiasm and you’ll be rewarded with enthusias. Pack in the multimedia: The Web is driven by the visual. Facebook is driven by the visual. So it’s a no-brainer: The successful Facebook page makes visuals a priority. Go light on text and heavy on image. Add quick but punchy descriptions and you’re set. Try something new: There’s some beauty to the low costs of operating a Facebook page, and that’s the ability to experiment… a lot. Verification may need to happen as a part of your organization’s protocol, but the best place to throw something “different” out there and “see how it goes” is the social network.
UNESCO on FACEBOOK
All the basic are present: The logo, key posts, diversified media and key information about the organization. What we’ve been working on developing is a page that pushes the boundaries of Facebook’s features and makes the most of it. The page currently acts like a blog. We post, and people respond. The level of interaction is not minimal, but it’s not optimal. Engagement could be pumped up with more active content and a more active design that compartmentalizes actions such as commentary on photos, answers to questions and RSVP’s to events. The most popular multimedia on the Facebook page is video that’s both newsy and social.
Why newsy: Because we’re the ones to break the news. Why social: Because we’re the place where the conversations are held. We’re on the right track, but now we need to work on consistently producing multimedia that delivers and cultivating the conversations that sprout up around them. How we can do this: Ask questions. Lots of them. Bring the user into your page and keep them there by making their voice matter. New video on the right to education? Ask the user what his or her definition of “the right to education” is. New slideshow on HIV/AIDS awareness? Quiz the user on his or her HIV/AIDS knowhow. Make the user count. That’s when the user knows he or she can count on you and the organization to deliver and actually listen to the public. Another are that can also benefit from solid messaging development as well as image and story-telling development are the photo albums. Right now, the titles are descriptive, but the storytelling is bland. Photos have a narrative capacity… So why not tap into it? At UNESCO, we are storytellers and we are change makers. Bring that to the table and make things happen on Facebook.
IDEAS TO GET YOU STARTED • • • • •
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Organizing an event? Why not let your fans help you? Throw the idea out and see what they have to say and see how they want to get involved. Bring the fan to where the action’s happening. Live stream the program and post a link to it on your social media accounts. Tell a story with your photos. Collect quotes and memorable moments, and pin them to your photos. Motion + Movement: Throw your multimedia into a video editor and create a slideshow worth sharing to the masses. Make the most of event RSVPs: Post your event and include it in traditional paper invitations so guests are introduced to a more direct and immediate RSVP system (also cuts down on printing and shipping costs) Start a campaign: Call for photo and video submissions, requesting tags (mentions) of your organization. This means no work and more exposure for you. Give old content a fresh face: Remix it into multimedia or digitize it and bring it onto the social Web with albums or wall posts. Start polls: Bring all the sides of the story to the table by presenting them in a poll and asking your fans to share where they stand. This starts conversations and could even make room for new, related content. Making an official announcement? Be a part of the press crew and livestream the announcement or record it and post it online ASAP. New partnership? Team up with the posse and organize a united-front social media campaign that harnesses the social networks of all partners. Post similar messages and direct them toward a common end-goal. Find new partnerships. Test out new applications and browse around social networking sites. Check out similar or inspiring organizations or individuals and approach them with a partnership project. Get the most important members of the organization involved: The employees. Interview members of each sector, division and section. Dig into what they do. Grab a diverse bunch and string their stories together to give fans a big picture of what it’s like to work at UNESCO and be a part of the action. In other words, give the organization some personality. Inform. Throw out the facts and figures of what’s happening: literacy rates, employment rates, poverty rates, etc. Make your page the place to get the facts… and share them too.