Animal welfare organizations and the communities they serve have a symbiotic relationship. The community seeks the animal welfare agency’s help when they have situations that entail specialized skills and the agency relies on the community’s support in circumstances when they don’t quite have the resources and capacity to do certain tasks. The role of social media is central in linking the organization and the community, and this webinar delves into leveraging social listening to facilitate effective communication.
Leading the discussion is Angelina Martin, the owner of Online Media Solutions, a media agency that helps provide social media solutions. She previously served with the Animal Legal Defense Fund and the Sonoma County Animal Care & Control where she was able to mobilize the community and generated funding for the organization through social media.
Specifics of this session include:
- The intrinsic nature of social media – which requires listening just as much as talking, and what social listening is.
- The ingredients for an effective social media marketing recipe, what is involved for each step, and what it accomplishes.
- Examples were provided to demonstrate the benefits of social listening in terms of:
- Helping organizations reach internal agency goals.
- Finding solutions to address the community’s needs.
- Highlighting and iterating important information for the community members.
- Streamlining communication with online followers.
- Answering some of the most common questions surrounding social media by following the numbers based on social media analytics.
- Determining the frequency of posts and the best time to post based on the agency’s goals and capacity.
- Identifying the types of content to post and incorporating a balance of these different types into the social media plan.
- Referring to historical numbers to strategically utilize stronger content types to prime weaker ones.
- Maintaining the balance in the reach and engagement by planning a calendar that considers the page’s strengths and weaknesses.
- Finding the present and future audience and using hashtags to make it easier for people to find the agency.
- How to effectively market adoptable animals, particularly long-time residents.
- A demonstration was provided to illustrate how to access and make sense of the critical statistics from the social media insights.
- The value of transparency in animal services and tips on how to practice transparency when communicating tragic updates.
Questions from the webinar attendees are about:
- Communicating clear messages.
- Improving the numbers for weaker posts and content.
- Effective use of photos, videos, reels, and stories.
- Getting city officials to see the benefit of social media in your work.
- Strategies to post as many adoptable animals without overwhelming the audience.
- Generating interest and increased attendance for adoption drives.
Other Webinars with this Speaker:
- Jan18: Intro to Social Media Marketing for Animal Shelters
- April 7: Social Media & Disaster-Related Events for Animal Shelters
- Aug 11: Social Listening for Social Content for Animal Shelters (this webinar)
- Nov 1: Online Reputation Management for Animal Shelters
- Feb 7: Social Media Marketing Strategies for Animal Shelters
Resources and Handouts
- Handouts: Examples and Action Steps
- “The question and answer portion was very informative. I also thought the examples were helpful.” — Chanel
- “I **LOVE** JCH WEBINARS!!! I MAKE SURE TO SHARE WITH MY FELLOW ACOS ON SOCIAL MEDIA AND WITH MY STATE ASSOCIATION MEMBERS DURING OUR MEETINGS. I THINK THAT THE CONVENIENCE OF ATTENDING THE WEBINARS FROM THE CONVENIENCE OF ONE’S HOME IS THE KEY TO HELPING ACOS PARTICIPATE FREQUENTLY. THANK YOU FOR MAKING OUR LIVES JUST A LITTLE EASIER!!” 😉 ~ACO Michele — Michele
- “I believe that the most valuable piece of information that I received was about transparency. Finding ways to take negative situations and create posts to help inform the public accurately about the, as well as spin them in a more optimistic direction. Unfortunately, our shelter has lots of negative public interactions, so it’ll be nice to create a more positive outlook for our facility.” — Mackenzie
- “Because this topic is so new to me, I can only say that everything that I learned is extremely valuable.” — Susan D.
The National Animal Care & Control Association (NACA) was formed in 1978 for the express purpose of assisting its members to perform their duties in a professional manner. We believe only carefully selected and properly trained animal control personnel can correct community problems resulting from irresponsible animal ownership. NACA’s purpose is to preserve the Human/Animal Bond by insisting on responsible animal ownership.