One Solution One Goal One Mission One Heart One Soul - Facebook Best Practices & Social Media Strategy - CANSA Relay For Life
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One Goal! One Mission! One Heart! One Soul! One Solution! Facebook Best Practices & Social Media Strategy 2019
Social Media • Provides a powerful free platform to fundraise, raise awareness and build stronger partnerships • Social media does not replace the personal connection, although it does reflect what goes on in real life • Any fundraising for CANSA represents CANSA the organisation • Creates opportunities for public engagement incl. requests for support • Must also share important health information (done by M&C) • Committee members have Editor rights on the official CANSA pages and may post on behalf of CANSA Relay For Life • No new Facebook pages/groups may be opened – All Relay For Life posts must be published on the CANSA Regional Facebook page (more followers, Service is shared, assistance available) • Once posted on the CANSA Regional Facebook Page – it may be shared from there to individual profiles (not other way around)
CANSA on Social Media CANSA The Cancer Association of South Africa 18 352 followers on national page – 71 973 on regional pages Twitter: @CANSA 15 786 followers Instagram: @cancerassociationofsouthafrica 4 710 followers YouTube: Cancer Association of South Africa CANSA 118 subscribers LinkedIn: CANSA The Cancer Association of South Africa 727 followers Pinterest: CANSA: 263 followers 9.3K monthly unique viewers
CANSA Relay For Life on other Social Media platforms • NO Relay For Life profiles allowed on Twitter, Instagram, LinkedIn, YouTube, Pinterest due to public/risky nature • Please do post in your personal capacity on these platforms, TAG CANSA, we’ll pick it up and Retweet/Repost in order to reach our large following more effectively as CANSA • YouTube: all video’s to be checked by M&C, don’t use popular music - copyright issues - Facebook flags and hides video! Can jeopardise CANSA pages
Have you Liked CANSA on Facebook? National page: CANSA The Cancer Association of South Africa CANSA Regional pages - NORTHERN BUSINESS UNIT (number of followers in brackets) • CANSA Pretoria (4809) • CANSA East Rand (2472) • CANSA Western Gauteng (1176) • CANSA Vaal Triangle (5128) • CANSA Rustenburg (1156) • CANSA Waterberg (996) • CANSA Polokwane (1877) • CANSA Klerksdorp Potchefstroom (3108) Total: 20 722
Have you Liked CANSA on Facebook? National page: CANSA The Cancer Association of South Africa CANSA Regional pages - CENTRAL BUSINESS UNIT (number of followers in brackets) • CANSA Bloemfontein (3124) • CANSA Eastern Free State (2061) • CANSA Welkom (3881) • CANSA Durban (4810) • CANSA Pietermaritzburg (5310) • CANSA Richards Bay (1265) • CANSA Lowveld (2223) • CANSA Highveld (1337) • CANSA Cosmos (2619) Secunda Total: 26 630
Have you Liked CANSA on Facebook? National page: CANSA The Cancer Association of South Africa CANSA Regional pages - SOUTHERN BUSINESS UNIT (number of followers in brackets) • CANSA Cape Metro (4761) • CANSA Boland Overberg (2897) • CANSA Weskus (2011) • CANSA Southern Cape – Karoo (1943) • CANSA Port Elizabeth (1648) • CANSA Kimberley (7975) • CANSA Upington Springbok Kathu (2097) • CANSA East London (1289) Total: 24 621
Great Facebook Posting Customer Service • Answer queries timeously • Be prepared to answer questions re CANSA’s mission, policies, events & services, if in doubt, contact your staff partner • Always remember you are representing CANSA, the organisation • Answer accurately, sincere and be helpful Constituent Engagement & Relationship Building • Increase the likelihood that visitors are going to comment, share or like post by posting interesting, pleasing content and encouraging engagement e.g. have you registered your team yet? • Use Facebook to cultivate relationships by use of an authentic, knowledgeable voice – Be sincere in the message, your tone, your humour and your empathy – Be relatable: use conversational tone – not authoritative / silly / focused on one agenda
Great Facebook Posting Community Building • Foster opportunity for visitors to interact with each other – post open-ended questions • Empower your supporters • Existing CANSA pages already have a community who wants to be there, more followers (than new page) • Global Heroes of Hope post in their personal capacity (NB for them to @Mention their relevant regional page), we then share their personal story on the regional page Negative Commentary • Transparency is important. If a visitor posts a negative comment – do not hide or delete it, report any problematic post to mbasson@cansa.org.za immediately before it goes ‘viral’! • Work with your CANSA Staff partner regarding a a reply • If post involves inappropriate language – it may be hidden
Be passionate, if you don’t care about this stuff, why should everybody else?
Risks • IT safety: – NB always have anti-virus updated, potential of hacking is a risk for yourself & CANSA – Log-out of social media when finished, minimise risk should laptop/ smartphone be stolen • Personal Settings on Facebook: – Privacy: only let Friends see your posts – Don’t allow tagging without first moderating – Rather direct ‘CANSA public’ to Like the CANSA regional Page and send a Message to page than having them as Friends and handling enquiries on your own Messenger. Keep your own Facebook for real Friends only. Do regular housekeeping – Be careful of unknown Friend requests, FB Apps, weird links (could be virus). If spam e.g. loans, UnFriend immediately – Be careful of posting pics of children, your own kids as well
And now, the how… • Remember that the public see our posts in their newsfeed, where we compete with all the other clutter, so keep it fresh, short and exciting, connect with people’s emotions • People don’t necessarily go to our Page ‘manually’. Posts can be missed because people don’t scroll ‘to the bottom’ to see everything, only scrolling as they get time • ALWAYS include the angle as to WHY we Relay, not just fundraising all the time, CANSA Service staff regularly post ‘what we do with the money’, liaise with your staff partner to make sure we don’t overdo the fundraising posts. We raise funds for the cause CANSA and not ‘for cancer’ • Create photo galleries on the CANSA Regional page & submit it to CANSA Relay For Life website for publication: cstumke@cansa.org.za
When posting a batch of pictures, always have your most EXCITING pic FIRST and the next 4 pics also eye- catching. The first pic is always shown bigger and if it’s just e.g. a boring table, people won’t be interested to view the other pics Tip: You can hold and drag a pic to change order before posting
Posting Tips for Editors on Pages.. • Reply to Messages in a friendly and caring manner, not just abruptly e.g. ‘CANSA doesn’t do mammograms’ • Facebook has algorithms that promote posts according to type. Posts with pictures and videos are top of the list. Never just post text without a picture, it will reach less people • If posting text with a website link without picture, that is ok and will do better than text only • Only use posters approved by CANSA Marketing Department. Don’t use low resolution ‘googled’ pics – copyright issues • M&C updates cover pics monthly – keep generic on all pages. If NB local campaign and you want to change cover pic, first chat to Marica re dimensions • Double-check before you post, anyone can make a print screen and share, which can go viral, including posts on Messenger/WhatsApp
Posting Tips for Editors on Pages.. • All posters/logos to be requested via staff partner from M&C first. Ask for JPG version for Facebook, additional to PDF • Never share other charities’ posts, even if from overseas • All videos / links that are posted must be generated from www.relayforlife.org.za – not from ACS or other websites (you are directing potential donors to other sites and may not contain relevant information) • Use photos from the previous years’ Relay For Life events in your posts to market this year’s Relay – makes it more personable and relatable • Never post first on your own Facebook and then share your post on the Page. Always do the other way around (risk if people leave and delete pics) • Facebook promotes original posts more than shared ones. Don’t just share other people’s posts or reshare your page’s posts on the page (videos & events are ok to re-share) • Always write some details in post e.g. Thank you, not just ‘Cuppa Worcester’ or ‘SCC East London’
Posting Tips for Editors on Pages.. • Always write from the public’s perspective, it is not an internal report written to your manager/committee • Balance in types of posts: – Service Delivery vs Fundraising vs Health – ‘How income is used’, public wants to know what we do with their money • Discuss procedures in regions how SD posts reach Facebook editor • Ideas for SD pictures, angled, without face, etc. • Never post pictures of children/patients with their diagnoses, names and locality, it’s against the POPI act • Marica posts major Health campaign materials on all pages, no need for you to do health posts. Don’t share again, look what is on page already • Never use CAPS and !!!! and ???? etc.
Posting Tips for Editors on Pages.. • Stagger posts regularly during the week, not everything on one day and then no posts for days • Know the website and use it to answer enquiries esp. Fact Sheets: always refer to http://www.cansa.org.za/what-cansa-believes/ • Any clinical / service related posts to be answered by CANSA staff • Utilise Events on Facebook, it has good reach, wider than page likes • If using your mobile phone to post on Facebook, use the separate ‘FB Pages Manager’ app. Please don’t use your phone to create Events for the CANSA page, it doesn’t work correctly, use laptop. Contact Marica for guidance • Note, Editor name with post is not visible to public, only to fellow page editors
Posting Tips for Editors on Pages.. • Income raised at CANSA Relay/Shavathon events are used by regional CANSA Care Centres for care and support programmes – details at https://www.cansa.org.za/how-your-gift-helps-fight-cancer/ • Never mention ‘Cure’ or that income is used for finding a Cure/Research - CANSA Research is about lowering cancer risk, early detection and coping with cancer. Read about CANSA Research on website: http://www.cansa.org.za/cansa-research-enewsletters/ • Afrikaans vs English (if Afr, always also have English) • Be careful of posting with a religious/racist tone • Avoid any activities detrimental to environment/animals (e.g. fireworks, balloons, Chinese lanterns, hunting) – the public react very emotional/ negative to that) • Ensure photographs reflect SA's diversity and 'rainbow' nation, should reflect the community we are active in • M&C staff might edit your posts, please don’t ‘take it personal’, it’s usually minor tweaking, like adding of #’s and @mentions. If major changes, Marica will alert you by FB Messenger (it also changes the ‘Published by’ name to the last editor)
Spelling/Grammar/Acronyms • Check and re-check your post before Posting! Edit/delete afterwards if necessary • Don’t use Cansa / SCC / RFL / Cuppa, always: – CANSA (always full caps) – CANSA Relay For Life – Cuppa For CANSA – Sanlam Cancer Challenge • If unsure about English spelling, first paste your text into Word and use the spell checker
@Mentions • A mention is the electronic way of tagging someone or a Page on Facebook. By mentioning someone or a page it links and is visible on that person’s profile/wall • It shows up as a blue link (after posting) that people can click on to go the partner’s page • Importantly, Facebook mentions could be a free way of getting more publicity and attention paid to our page • Even if only a few of them post in a similar fashion to your Facebook mention, you have effectively promoted your page on a few other pages, which by definition increases the probability of someone viewing your page • Those other pages will have viewers and customers that you did not previously have access to, and those people are now interested in your profile because you were able to get another page to mention you
@Mentions Next time you post on the CANSA regional page, type @ followed by the first few letters of a partner’s page name. A drop-down menu appears, allowing you to select the friend/page. When you publish that status, the Facebook mention links to that Page's profile and is visible on its wall and newsfeed
@Mentions If options don’t come up even if you type correctly, go to the relevant page first and look under their name to make sure what their ‘mention name’ is as it might be a shortened name Tip: If you are able to @mention them, no need to also use a hashtag with their name. However, NB to use the event’s # if stipulated by partner
Hashtags # • A word or phrase preceded by a hash sign (#), used on social media, to identify/group together messages/posts on a specific topic • Hashtag is simply a way for people to search for tweets/posts that have a common topic and to begin a conversation. For example, if you search on #LOST (or #Lost or #lost, not case-sensitive), you'll get a list of posts related to the TV show. What you won't get are tweets that say "I lost my wallet yesterday" because "lost" isn't preceded by the hash tag • Take this example: #worstjobeverhad - this Hashtag would compel many others to share the worst jobs they've ever had, thus contributing to a fun conversation. It can be used for specific searches or individual posts that begin them for their followers • E.g. search for #InternationalCancerSurvivorsDay in Facebook • ALWAYS use the applicable CANSA Hashtag when posting on the CANSA regional page. Please don’t create your own!
CANSA Hashtags # Use on all platforms/events, always include CANSA and relevant hashtag. It increases visibility for our brand and we need it to monitor our visibility and reach in campaigns. Remember to add a space between different hashtags • #CANSARelayForLife (not RFL or just Relay for life) No years or locality e.g. #CANSARelayPE2016 / #NelspruitRelay2016 (less impact, can last longer without year and it takes long time for people to get used to it) • #CuppaForCANSA | #CANSAShavathon | #TekkieTax • #CANSAactive #FeelGoodFun #LowerCancerRisk • #SanlamCancerChallenge (not SCC)
CANSA Hashtags # • #FightingCancerTogether • #CANSACare&Support #CANSAcares #CANSAserves • #CANSACareHomes | #CANSASupportGroups • #CANSAMobileHealthClinics • #EarlyDetection #KnowTheSigns #KnowYourBody #CheckYourself • #CANSAscreening #RegularScreening • #CANSABalancedLifestyle #LowerCancerRisk • #CANSAadvocacy | #CANSAresearch • #Sunsmart #MelanomaAwareness • #NoTobacco #WorldNoTobaccoDay | #NoAlcohol • #WomensHealth | #MensHealth | #ChildhoodCancerAwareness • #WorldCancerDay | #InternationalCancerSurvivorsDay • #InternationalVolunteersDay
Use of Events on Facebook • A Facebook event is a feature that allows Facebook users or page operators to create a calendar-based notice to an event taking place at a particular date, time and venue • All CANSA Relay For Life FB Events must be created on the CANSA Regional page and not on individual / private profiles • It reaches more people than just those following our page, it could reach anyone in the area of the event! • When naming the event, think wider than just your area, so not just ‘Survivors Walk’ Should be ‘Cancer Survivors Walk for CANSA Relay For Life Athlone’ • See how pic cuts off if not correct dimensions • Use @mentions in Event details • First obtain posters & cover pics from M&C before creating event on page
Use of Events on Facebook
Use of Events on Facebook
Use of Events on Facebook • Step 1: Create Event on page’s Event tab • Step 2: Upload Cover pic, supplied by M&C (the ‘flat’ image) • Step 3: Type in Event name: - always have CANSA in the name - never just e.g. CANSA Shavathon – must always include the town/area e.g. Cuppa For CANSA Centurion Mall • Step 4: Location • Step 5: Description – fill in details abt the event, use exciting tone, use @mentions • Step 6: Category – only use Causes • Step 7: Scroll down on the bar of the screen to fill in further
• Step 8: NB: at Frequency, make sure that you choose Occurs once – do not choose Daily! • Choose Date and Time Be careful here as you cannot edit dates on an existing Event… Make sure that you don’t create duplicate dates • Step 9: Invite Co-hosts if applicable – very effective as our Event will also be on their page • The rest you can leave as is • Now click on Publish
• You can share your Event here, also Invite your Friends • Also keep an eye on the Discussion tab – it’s like a ‘mini-wall’ where people can ask questions about the event and you have to answer there • You can post frequent updates on this Event to those Interested/ Going – do it here
Facebook Post Planning Facebook Post Time Period Reminder Posts Save the Date 6 Months before event 3 Months before event 1 Month before event Event Poster 5 Months before event Once monthly Event (create event on FB 6 Months before event Update with photos with Event Cover pic) Event launch 6 Months before event Weekly until launch Infographic – What 5 Months before event Once a month happens at Relay Luminaria 4 Months before event Once a month Team Registration Day after Save the date After every Save the Date Every Two weeks after Survivor Registration Day after Team Day after Team Registration Registration Every two weeks after
Facebook Post Planning Facebook Post Time Period Reminder Posts Count Down Month before event Weekly Four in last week before event: Ready – Monday Steady – Wednesday 1 Day to go! Go – Friday/Saturday Thank you: Sponsors Week before event (any major sponsors) Thank you: Teams Monday after event Thank you: Survivors & Tuesday after event Caregivers Thank you: Committee & Wednesday after event Volunteers
Proposed Facebook Posts – Save The Date Hope you can swim… Here comes a purple wave! Save the date for the CANSA Relay For Life Rustenburg today. Contact Talitta on 014-533 0694 to join in the fun! Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife Tips: Build excitement. Use Posters available – ask your staff partner to arrange that your Relay gets its personalised poster. Always use fun and impactful photos from your previous Relays.
Proposed Facebook Posts – Save The Date Do you hear that? The CANSA Relay train is coming! Join the CANSA Relay For Life Rustenburg train today. Save the date, otherwise you could miss out! Contact Talitta on 014-533 0694. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Event Poster CANSA Relay For Life celebrates our cancer survivors, to remember those who have left us and create awareness about cancer. Don’t miss out on the event of the year! Contact Talitta on 014-533 0694 to join in the fun! Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Event Launch Do you know why we Relay? Have all these questions answered at the CANSA Relay For Life Rustenburg Launch. Confirm your attendance with Talitta on 014-533 0694 before 16 August 2019. Contact Talitta on 014-533 0694 to join in the fun! Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife Tip: M&C will provide you with these build-up posters, personalised with your Relay’s details
Proposed Facebook Posts – Event Launch Make sure you have a seat! The CANSA Relay For Life Committee invites all community members, survivors, caregivers and family members, old and young, to come and join us for the Launch of our Relay. Confirm your attendance with Talitta on 014-533 0694 before 16 August 2019. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Infographic Do know what happens at a CANSA Relay For Life? Contact Talitta on 014-533 0694. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife Tip: Use Infographic available – ask your staff partner to arrange for you. Also available on the website: www.relayforlife.org.za
Proposed Facebook Posts – Luminaria The Luminaria Ceremony is the highlight of the CANSA Relay For Life Rustenburg programme. It is dedicated to those who lost their battle to cancer, in honour of those who won and those who are still fighting the disease. Personally decorated Luminaria Bags form the outline of the track and candles placed into each bag are lit after dark at the beginning of this very inspirational and emotional ceremony. These candles burn throughout the night, reminding us why we continue to fight the disease. Contact Talitta on 014-533 0694 to purchase your Luminaria Bag to decorate in honour of a very brave warrior. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Luminaria Tip: Luminaria: This is the more serious aspect of CANSA Relay For Life. Use the poster provided (Ask your staff partner to arrange for you via M&C). Tip: Add in powerful photos of the previous year’s Luminaria and create a photo gallery on Facebook
Proposed Facebook Posts – Luminaria The Luminaria Ceremony is the highlight of the CANSA Relay For Life Rustenburg programme. Order your Luminaria Bag to personally decorate in remembrance of or as a dedication to a very special warrior who lost the battle or in honour of a courageous cancer survivor who is still fighting or who has won the battle against cancer. Candles are placed inside your bags and form the outline of the track in a warm, heartfelt dedication. Contact Talitta on 014-533 0694. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Team Registration Have you registered your team for CANSA Relay For Life Rustenburg? Teams camp out around a track and take turns walking or running around a track or path. Events are overnight and up to 24 hours long, and because cancer never sleeps, each team has at least one participant on the track at all times.. This is a great team building opportunity. Businesses, schools, church groups, or even just a group of friends can join. Contact Talitta on 014-533 0694. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Team Registration Have you registered your team for CANSA Relay For Life Rustenburg yet? Groups of friends, church groups, schools and businesses can register. This is a great team building event with lots of entertainment. Teams camp out overnight and take turns walking or running around a track to show their support in the fight against cancer. Don’t miss out on this fun-filled event. Register your team today. Contact Talitta on 014-533 0694. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Survivor / Caregiver Registration Cancer Survivors and their Caregivers are treated as our VIP guests at CANSA Relay For Life Rustenburg. They are celebrated and honoured through special ceremonies and activities. CANSA Relay For Life offers newly diagnosed survivors the opportunity to meet and interact with other cancer survivors who have beaten cancer and it also gives patients who are undergoing treatment the chance to share experiences with other patients. Contact Talitta on 014-533 0694 to receive a special VIP invitation. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Count Down One month to go! We are so excited for CANSA Relay For Life Rustenburg 2019. It is not too late to join in the fight against cancer. Register your team today! Contact Talitta on 014-533 0694. Visit www.relayforlife.org.za to find out WHY we Relay.#CANSARelayForLife
Proposed Facebook Posts – Count Down Are you ready Rustenburg? 5 Days to go before the CANSA Relay For Life Steady… 3 Days to go!! CANSA Relay Rustenburg 2019. Contact Talitta on For Life Rustenburg 2019 is almost 014-533 0694 to find out how you can here! Contact Talitta on 014-533 0694 join in the fight against cancer. Visit to find out how you can join in the fight www.relayforlife.org.za to find out against cancer. Visit WHY we Relay. #CANSARelayForLife www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife
Proposed Facebook Posts – Count Down Go…! CANSA Relay For Life Rustenburg 2019 is here! Join us tomorrow at the Rustenburg Golf Club. Contact Talitta on 014-533 0694 to find out how you can join in the fight against cancer. Visit www.relayforlife.org.za to find out WHY we Relay. #CANSARelayForLife Tips: Use Posters available – ask your staff partner to arrange that your Relay gets its personalised poster. Inform your staff partner if all of your Relay’s info is not correct on the website: www.relayforlife.org.za
Proposed Facebook Posts – Count Down Tips: • Try to post pics during the evening as the event happens but not too many/ frequent, people can feel spammed & Unlike our page • Create Albums (e.g. Survivors / Caregivers / Teams / Entertainers before the start and add pics in larger batches, not 1 by 1 • Use ‘Live’ video feature ON PAGE (NB page, not personal profiles) to post live video’s of highlights during the evening. Keep it short and impactful to show excitement and emotions
Proposed Facebook Posts Thank You - Sponsors Thank You - Teams Our committee would like to thank The CANSA Relay For Life committee (Name) for their generous donation of would like to thank all of the (number) the lighting and sound at the CANSA of teams that took part in the CANSA Relay For Life Rustenburg. Thank you for Relay For Life Rustenburg this past your continued support. Together we weekend! Without you it would not can make this Relay the most have been such a huge success. Thank unforgettable one yet. Contact Talitta on you for your continued support. We 014-533 0694 to find out how you can hope to see you next year. Contact join in the fight against cancer. Visit Talitta on 014-533 0694 to find out www.relayforlife.org.za to find out WHY how you can join in the fight against we Relay. #CANSARelayForLife cancer. Visit www.relayforlife.org.za to find out WHY we Relay. Add the Company logo and #CANSARelayForLife some pics of the donation and remember to @Mention Add some fun team photos or link to a photo gallery
Proposed Facebook Posts Thank You – Thank You – Survivors / Caregivers Committee / Volunteers CANSA Rustenburg would like to take Our committee would like to thank this opportunity to thank our wonderful each Survivor and Caregiver who joined CANSA Relay For Life Committee and us as our special VIP guests at the volunteers. Thank you for all your CANSA Relay For Life Rustenburg on selfless dedication in making this the Saturday. Thank you for taking the time best Relay that Rustenburg has seen! to attend our Relay as our guests of Contact Talitta on 014-533 0694 to find honour. Visit www.relayforlife.org.za to out how you can join in the fight against find out WHY we Relay. cancer. Visit www.relayforlife.org.za to #CANSARelayForLife find out WHY we Relay. Add some photos of the #CANSARelayForLife survivor tent and laps Add some committee photos and photos of the event build up taken throughout the day
How TO post on FB.. I have TWO cats. They are sitting TOO close to the fireplace.
Give me your hands! Give me your hearts! Are you READY! THANK YOU! 2019
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