Why are we doing a Chapter Social Media Program?
In efforts to strengthen our online brand and presence, SCORE National tested a social media pilot program in June of 2016. 10 Chapters participated and agreed to work with a nationally contracted social media vendor to streamline their Facebook, Twitter, LinkedIn, and Google+ pages. The social media vendor maintained the individual pages for each chapter, scheduling daily posts, and localizing content for each chapter as much as possible while maintaining the National SCORE image and voice. Over a 6 month time frame there were significant increases in online followership for these 10 chapters, along with increases in total chapter services, new mentoring requests, and local workshop attendance. These positive results led us to see value in expanding the program to a 2nd pilot phase with 100 chapters.
The 2nd pilot phase of 100 chapters began in January 2017 and has shown significant improvement for these 100 chapters in terms of total chapter services, new mentoring requests, and local workshop attendance, especially when compared to chapters who are not active on social media or participating in this program.
Aside from positive statistical results, the social media program is intended to support our volunteers in their marketing efforts by supplementing them with a consistent and reliable social media plan. The program is constantly looking to improve and ensuring that the chapter information is accurate and up to date on their social media channels, as well as on Google My Business, and other online directories.
Volunteers are encouraged to participate in the program as much or as little as they like. We value the vast experience of our volunteers and appreciate the strategic eyes our volunteers offer to our programs.
What are the expectations of the Chapter Social Media Program?
This program intends to ensure consistent SCORE branding across all our chapter’s online channels, providing a reliable content calendar and posting schedule, and localizing the content and social media engagement as much as possible.
How does SCORE National measure social media success?
SCORE National carefully reviews chapter social media reports on a monthly basis and incorporates chapter’s total services, new mentoring sessions, local workshop attendance, and website visits. Success is when these metrics are increasing and chapter online engagement is high.
How should I measure my chapter’s social media success?
It’s all about aligning with your chapter’s goals and initiatives! At the onset of the program we work with each chapter to identify the specific challenges and goals. The social media vendor will work to integrate the local chapter goals into the social media plan and will check in periodically to ensure progress is made.
How much time should a chapter be putting in to their social media platforms to be successful?
We estimate that a chapter may spend 1-2 hours a week, or about 8 hours a month, participating in the social media program. This would primarily involve sharing local workshop and event information, providing local photos/videos, and reviewing monthly chapter reports. Any time above and beyond that is welcomed, but not necessary!
How can I connect with other chapters on questions or best practices?
You can email firstname.lastname@example.org and we will connect you directly with other chapters that may share your questions or experiences. We also host optional monthly meetings on the first Wednesday of each month, from 2-3 PM EST.
The call in information for these monthly meetings is below. If you are not already receiving the invitations, please email email@example.com. If you cannot attend the meeting, recordings are always available.
Step 1: Dial-In - U.S. & Canada: 866.740.1260 | U.S. Toll: 303.248.0285 | Access Code: 4258306
Step 2: Web Login
How do I access Google Analytics?
Email firstname.lastname@example.org and we can add you to your chapter’s Google Analytics page. You will need to provide us with a Gmail based email-account in order to be added, as you need to log-in to your Google account in order to access http://analytics.google.com.
How do I access/edit/post as an admin to my XX social page?
If you are already an administrator of your chapter’s page, your administrator rights will not be taken away from you in this program. We encourage you to continue posting as much as you like, and are just here to supplement your efforts.
If you are not already an admin, you must first ‘like’ or ‘follow’ the chapter page when logged in to your personal account. At that time our social media vendor can find you on the group page and make you a manager or administrator so that you can post on behalf of the page.
NOTE: As a page admin you have access to post either as yourself, or on behalf of the page. You can choose who you are posting as with each individual post. Even though you are logged in with your personal page, other page admins do not have access to your personal page or personal information and you do not need to be connected to them in any way. None of your private information is compromised by being a page admin.
How can I use my social channels to successfully recruit new volunteers?
On all platforms you can post targeted ads, and for a few extra dollars our social media vendor can assist you in doing this. On LinkedIn you can also connect your page to VolunteerMatch and post ‘job descriptions’ for volunteer positions that you are looking to fill.
What are you going to be changing on my Facebook page? My other pages?
Our social media vendor has been instructed to check all pages to make sure your chapter location, hours, contact information, etc. is up to date. On Facebook, they may add your chapter account to the SCORE National Facebook page as a ‘location’. This will help with your local search results on Facebook and Google and drive traffic from the National page to your chapter page. Adding chapter pages as a location on Facebook does change the SCORE Mentors location to the city you’re located in. The naming convention will thus be: SCORE Mentors (City). We understand that naming convention is not necessarily the best representation of your area. Let us know if your chapter name does not identify with your location city and we will work with you to evaluate the situation.
Across all social media platforms our vendor will also update any branding in accordance with the Chapter Branding Checklist and Social Media Branding Guidelines. If you are a page admin, you may receive notifications when changes are being made.
What do I need to do/know with Google listings and online directories?
In order to update Google listings and online directories you may need to confirm the location of your SCORE office, which could mean receiving a post card with a verification code on it. Our social media vendor should notify you if this is required, so that someone in the chapter can share the code with us once it is received. Verification sometimes may also be done via phone or email.
If my numbers drop, what is going on?
Social media marketing is changing at rapid speed and we are constantly monitoring your channels to make improvements. If you have any concerns or things seem to be off-track, we will consider…
- How many workshops may have been offered the previous period over the current period? We also look at the workshop topics to determine how much engagement they are getting.
- Have any significant events occurred that would have encouraged engagement one month over the other?
- Were ads run during the previous period and not run during the current month?
- We then examine the content that drew the engagement the previous month to determine if there was a trend in type of content that needs to be adjusted moving forward.
- We also look at the business world overall for any trends that could have impacted our results.
- Then we look for human error—was the strategy of outreach done consistently during the month in question.
What is a red flag?
Our engagement and metrics will ebb and flow due to various reasons throughout the year. A drop of 10% or more would be considered a red flag, and would cause us to investigate.
Audience: The total sum of all fans, followers, friends for accounts linked to your account.
Best time to Tweet: The times when more of the chapter’s followers are active on Twitter.
Boost: A boosted post is a post from your Facebook business Page that, for a fee, can appear higher up on your audience’s News Feeds. The fee depends on how many people you want the post to reach—the payment depends on the number of impressions the post gets with time.
Clicks: The total number of clicks on links shared when posting from your account.
Engagement: How many of our fans were actually engaged with the chapter’s page.
- Posts: How many times we posted content on Facebook
- Fans: How many fans we have on Facebook
- Comments: How many comments on Facebook
- Likes: How many times someone liked the content being shared.
- Followers: Number of people following the chapter’s Google page.
- +1’s: Number of times a post was shared on Google+
- Impressions: How many people were exposed to the chapter’s Facebook page.
- Inbound Message Activity: How many direct messages did the chapter receive.
- Influence: Your Klout score.
- Interactions: The total number of interactions from messages you've sent out from your account. E.g. Comments, Likes, Retweets etc.
- Followers: How many people are following the chapter’s Linkedin page.
- Impressions: How many times the chapter’s content was seen.
- Referring Sites: Of all of the content shared on your social media accounts this shows the number of people that clicked through to the websites we shared. Traffic that is being created as a result of what we share.
- Search Keywords: Keywords searched online to find the website. Not provided and not set are direct links clicked and someone typing in the web address.
- Social Influencing: Establishing authority on the social web, often through the distribution and sharing of valuable content.
- Social Listening: Monitoring and responding to customer service and reputation management issues on the social web.
- Social Networking: Finding and associating with authoritative and inﬂuential individuals and brands on the social web.
- Social Selling: Generating leads and sales from existing customers and prospects on the social web.
- Talking about: How many people mentioned the chapter through comments and/or sharing our content. Or mentioning the chapter in a post they made.
- Time of Site: Average number of seconds spent on website
- Tweets: Number of posts (tweets) posted to the chapter’s account. This number is cumulative over the three-month period.
- Followers: How many people are following the chapter’s Twitter account.
- Mentions: How many times was the chapter mentioned on Twitter.
- Retweets: How many times was the chapter’s content shared on twitter. Exposing the chapter to a larger audience.
- Visits: Includes both new and return visits to the website
- New Visits: Number of first time visitors
- Unique Visits: How many unique pages were viewed