Establishing an Online Presence for you and your Organization

How you present yourself online is as important as you present yourself in person. Whether it is about keeping up to date with the news or your personal network, this lesson will demonstrate how social media, social media management tools, facebook pages, and Twitter have multi-dimensional applications.

Outcomes for this lesson:

Knowledge of….

  • How to create a presence on the internet
  • The best practices of creating a presence on the internet
  • How to listen to the internet and see what other people want
  • How to respond to what people want on the internet
  • How to be noticed on the internet

Why this may be important to you:

Creating an online presence that is concurrent with the mission and ideals of your organization is importance because this is often how a large percentage of interested outsiders will first come in contact with you or the organization you are working with. The viewers of your online presence may include potential partners, members, and donors! First impressions are very valuable in this type of setting.

Follow this link to Everett’s Social Media Resource folder. It’s about a half gig’s worth of infographics, guides, resources, and so forth. Dive in!

Before you start this lesson consider and think about:

How you think social media is used today?

If you use social media; how do you use it?

Why you think social media is or is not important?


Some of the benefits of Social Media…

Social Media allows you to:

  • Keep updated on news.
  • Create a presence on the internet through showing the internet what you are interested in.
  • Create networks of likeminded others who are interested in similar topics.
  • Find potential contacts for jobs! :)
  • See what others are looking at in your field of interest.


General social media rules and tips:

  • By looking at how others are using social media you can learn both what to do, and what not to do. Look to others whose online presence you admire and wish to emulate and copy  their strategies. Innovation is always welcome, but there is no need to reinvent the wheel.
  • Identify and commit to a goal: What do you wish to achieve with your social media campaign?
    • A certain number of followers?
    • A certain number of retweets?
    • Increasing memberships in the organization?
    • Attracting donors?
    • Creating awareness around an issue?
  • Commit to a time frame: When will, or should, the identified goal be achieved?
  • Create a Social Media plan: How will the identified goal be consistently pursued?
  • By knowing and listening to your followers you can tailor your social media voice to become on people want to follow.
  • Make your efforts visible by posting at the optimal times, at an optimal frequency while using an optimal number of characters.
  • Use a conversational style that aide in creating a persona your followers can relate to.
  • Give credit where credit is due by linking to related articles, or mentioning others in your posts.
  • Use Hashtags sparingly and surround them with meaningful text.
  • Avoid content that too flashy- this could deter your followers.

Additional Information:

Make Your Social Networking Efforts More Productive!

The Best and Worst Times to Post Social Media!

Tips to Power Up Your Social Media!

  • Define your target audience!
  • Determine when your customers want your content released
  • Post/Tweet at the right place and the right time!
  • Expand and be creative as much as you can to make yourself stand out
  • Make your tweets count; have each character be short, sweet, and too the point
  • Don’t post/tweet too much, you might lose listeners!
  • Analyze your impact on others and their response (via Hootsuite and Buffer for free)
  • Share others people’s content
  • Use social media site that taylor to the goal you desire to achieve


Additional Information:

How to Get People to Listen to You on Social Media

Share Awesome Social Media!

Password Creation on Social Media

This is so important that we are mentioning it once again. If you have already created a template for strong passwords that ensure you’ll be safe and will remember them feel free to move right along.
If not, make sure to read through this:
A strong password should be used for any account you make even if are going to delete it after a short while!
So here at the Everett Programs tips:
  • use upper case letter(s)
  • use lower case letter(s)
  • use number(s)
  • use symbol(s)
  • use atleast 8 characters
  • does NOT contain your user name, real name, or company name
  • does NOT contain a complete password
I know this is hard to make different passwords each times.  It takes a ton of brain power.
Here is a tip on how to differentiate a strong base password:
If your strong password is: joe500MPH, then for each account you have or will make do the following–> joe500MPH-amazon, joe500MPH-venmo, etc or joe500MPH:amazon, joe500MPH:venmo.
  •   The general format is use the base strong password place in a punctuation


On Twitter, you can . . .

  • Post about your day
  • Start a conversation with your followers
  • Follow people and organizations of interest.
  • See what colleagues and competitors are doing in your field.
  • Find news articles that interest and engage you.
  • Post videos, blog links, pictures, and updates on your projects/lives.
  • Repost a tweet (retweet).
  • Comment to tweets.
  • Reply to tweets.
  • Tag twitter handles (@twittername).

If you are unfamiliar with twitter lingo check out this Twitter Glossary page.

Consider various types of impact Twitter can have:

Cultivating communication among groups that can lead to uprising

Arab Spring/ Jasmine Revolution


Raising money from your online community

Crowd Funding


Connecting you with your loved ones during

Natural Disasters

Used in debates and as a way to poll your constituents during


The Do’s of Twitter

You only have 140 characters per tweet, to maximize that you should optimize each character by:

  • Using buzz and key words in posts.
  • Try to keep the post characters between 70 to 100… it hits the sweet spot for most twitter followers as it allows them to retweet while adding their own comment.
  • Use a link shortening service such as bitly. Simply copy and paste the URL you want to tweet (or post, or email or etc…) in the window, and it will automatically be shrunk but equally functional.
  • Only using hashtags that are relevant to what you are discussing.
  • Adding your own original comment when tweeting news.
  • Tweet your likes and dislikes:
    • State what you did or didn’t like about an article in the retweet.
  • Use Twazzup!
    • Twassup is more than just a real-time search tool for Twitter. It provides real-time updates displaying specific keywords, the top or trending tweets and a list of top tweeted stories on a certain topic.
    • Twazzup also shows a list of the most authoritative Twitter users. This is a great benefit to other users of this online tool as it enables them to find and follow valuable users. To use this app, simply enter a Twitter handle, keyword or hashtag and you will then be provided with related keywords, trending information and real-time tweets.
  • Monitor hashtag (via twazzup) and see what you could tweet to help them!
    • Use continual hashtags to be consistent for your followers
  • Connect people via twitter.
  • Create an engaging conversation with your followers.
    • Ask questions to your followers, listen, and retweet to keep the conversation going.
    • What are you doing that will inform and/or engage your followers?
  • Use the correct tone and words for the audience you are trying to attract, but make it conversational so your personality shows.
  • Be as creative as you can with the post, hashtags, and images.
  • Setup alerts relevant to your interests using tools like Google Alerts, Hootsuite (free to an extent), Buffer (free to an extent), or other social media softwares.

Extra Information:

What to Say on Twitter

Use Twitter Beyond the Basics

The Do Not’s of Twitter

(It is highly suggested that you ) Do NOT Tweet:

  • Something your wouldn’t say to a person in a conversation.
  • Too much or too personal content about yourself.
  • Negative things on an opposing opinion.
  • Engage followers in negative conversation (Trolling).
  • About contentious political or religious topics that could possibly offend a follower

More on What Not to Tweet

If you’re creating content and desire to find your audience, follow these steps:

  • Target key words in Twitter bios through the use of these websites will help you organize the potential list you will compile:
  • Find active users and influencers:
    • Social Bro allows you to filter out those that haven’t tweeted within the last 30 days.
  • Find those who use a particular hashtag
    • Use or twazzup
  • Organize your results
    • Using twitters built in list feature or your personal favorite productivity app.
  • Interact and Monitor with the audience you have built.
    • Tweetdeck, Hootsuite, or Buffer are application that can be used to monitor this.
    • Every few weeks or months consider updating your lists to ensure that you proactively help your audience grow.
  • Find Your Twitter Audience

Facebook Pages

Why Are They Important?

Facebook pages are important because you can post pictures, quotes, information, and more all while connecting with your audience! You can add people to your Facebook network to continue to update and connect with them! More so, they can have your information actively displayed on your page. Then, they can share your page with others!

What Do They Do?

Facebook pages are useful to keep track of statistics (how many people visited your site each day), see how many likes you received, and figure out the type of audience you or your organization has! Pages are a great way to manage and connect various forms of social media in a simple and effective way! Simply link posts to other forms of social media to increase views, followers, and likes!

Why Nonprofits and For-profits Use It as a Tool

Organizations use Facebook pages as a tool because they are proven effective in managing social networks and also allow a wide range of people to stay connected to in a semi-professional way. Although there are more professional sites for individuals, like Linked In, almost everyone has a Facebook (think of your parents and grandparents!) It’s pretty easy to use and navigate, as well as spread the word about your latest event or accomplishment! Keeping people is easy, as you can post something every day to ensure people are keeping your organization in their mind and on their map!

Pages vs. Profiles

Many students’ first foray into creating an online identity for an org or cause is to “make a Facebook for it”. It’s important to understand what exactly we mean when we say that. It’s all about the difference between a Facebook page and a Facebook profile.

Facebook Profile

Facebook is comprised of individual human beings. A human goes to, signs up for an account using a human name, and then adds information to their profile. This human, through their profile, makes status updates, posts images, builds photo albums, etc. I hope the repetition of the word “human” makes clear the main point here. Profiles are for real actual people who were born, breath air, and consume nutrients. Everything else gets a Page.

Facebook Page

A Facebook Page is for things like businesses, orgs, causes, abstract concepts, and other things that are explicitly not a human being. A page is a lot like a profile, but it is different in some key ways. Here’s what Facebook has to say about that:

Personal profiles are for non-commercial use and represent individual people. You can follow profiles to see public updates from people you’re interested in but aren’t friends with. Pages look similar to personal profiles, but they offer unique tools for businesses, brands and organizations. Pages are managed by people who have personal profiles. You can like a Page to see updates in News Feed.

Keep in mind that each person who signs up for Facebook has one account with login information. Each account can have one personal profile and manage multiple Pages.

Facebook Official Documentation

If you’re part of a social media team, then you’re going to want multiple people to be able to manage a page. This is easy to set up. Simply go to the page, go to “Settings > Roles” and then add the person you want.


This thing is scary so take Take This Lollipop at your own risk

RSS: Really Simple Syndication

RSS is a simplified way of getting your ‘news’. When we’re talking about ‘news’ in this context, we mean things like:

  • Blog Posts
  • Twitter Feeds
  • Craigslist Postings
  • News Articles

You probably have a dozen or so websites that you get news and frequently updating content from. After a certain number of sites, it gets very impractical to check each one of them individually. RSS is a way of having all these things come to a single place for you to see and manage all at once.
We’re big fans of Feedly, so go ahead and create yourself an account. Their signup system is somewhat odd in that you sign up using some other service like Facebook, Twitter, or Google.
Once you’re there start adding feeds! Watch the screencast to see the full process in action. Or don’t, it’s pretty easy to use. Just paste a URL into the search bar and it will find the feed address associated with it. Watch the screencast above for more on using Feedly.

Social Media Managers

This refers to tools, not people, although sometimes people are tools. A social media manager is a service that allows you to access all the functionality of multiple social media platforms (Twitter, Facebook, Google+, ect.) from a single place as opposed to visiting multiple sites. We’re going to take you through the free versions of two of the dominant ones because they’re free and quite easy to use.


Rather than writing out step by step how to use it or subjecting you to another one of Thomas’s screencasts, we’ve embedded the first series of their excellent tutorial videos. Each is only a couple minutes long and concicely explains how to get started, the terminology they use, and why you would want to use these tools.


Advanced Hootery

Pre-Scheduling Tweets and Posts

Probably the most useful thing these managers allow you to do is the ability schedule posts ahead of time. You can write the content, set a time, and walk away. In this way, you can preload up a week’s worth of tweets or Facebook posts! That’s what we call automating!


Buffer is very similar to Hootsuite, but has a much simpler interface. It’s really up to you to decide which one you like best.

The idea behind Buffer is that you create a schedule of predetermined times that you want to tweet at; you then load up a queue, or “buffer”. You can load it straight from the website, using the buffer extension, or using a CSV. A CSV is a comma separated values file, which allows data to be saved in a table structured format (more on that later).

Buffer: In computing buffer, also called buffer memory, is a portion of a computer’s memory that is set aside as a temporary holding place for data that is being sent to or received from an external device, such as a hard disk drive (HDD), keyboard or printer.

Make An Account, Add a Social Media Account, Get Posting

At this point you are all masters of signing up for new services, so we won’t bother explaining the obvious. You will also need to link up your desired social media accounts. This is very straightforward.



Create a Schedule

Buffer allows you to be precise down to the minute about when you want your posts to go out. Hootsuite requires you to schedule in 5 minute intervals. Go ahead and click on the “Schedule” tab and choose a couple of time slots

Screen Shot 2014-11-03 at 3.12.53 PM

Screen Shot 2014-11-03 at 3.16.25 PM


Loading the Buffer

Let’s say I found myself an article like this one. I would just go to my buffer dashboard, write a title, paste the link (The link will automatically be shortened for you) and hit “Add to Queue”. After you do that, you can view your


Screen Shot 2014-11-03 at 3.16.34 PM

As you can see on the little time stamp in the bottom left corner that it is set to go out at 3:25 PM, which was the time slot that we set earlier.

Browser extensions are little modifications that add functionality to your web experience. In the case of Buffer, the extension will allow you to add things to your Buffer without having to go to

Anyway, go to and click the link to download the buffer extension for your particular browser. Once you do, you’re ready to add things to your Buffer!



Bulk Buffer is a 3rd party website that ties into your buffer. It allows you to upload a file containing multiple tweets. Some people prefer to compose tweets outside of the webapp. It allows you more control of things. Plus, it’s an easy way of reusing old tweets.

Creating a CSV File

CSV is a type of document meaning, Comma Separated Values. It’s a very compatible format and a lot of large sets of data are often exported in CSV format. There are two ways of editing them:

  1. Using spreadsheet software like Excel or Google Sheets, and
  2. A text editor like Notepad++, TextWrangler, or TextEdit.

If you’re on a Mac download TextWrangler. If you’re using Windows, download Notepad++. Create a new file and save it as “Tweets.csv”. That’s all it takes really. Once you’ve done that it’s just a matter of writing your tweets into it. One per line.


Go To






Social Mention

Homework Assignment


  1. Create a twitter account with the following:
  1. On twitter:
    • follow your lab leader with twitter handle @ToWoldS
    • and your lab facilitator with twitter handle @Crosby_Jess
    • follow the Everett Program (@EverettProgram)
    • follow four of your classmates (put your name behind the twitter handle you chose to follow on the etherpad, and make sure everyone gets roughly the same number of followers. Feel free to follow more than four if you so please.
    • follow two labor and/or inequality focused group and/or individuals
    • retweet one of your followers
  2. On Hootsuite or Buffer:
    • Create an account. Take a screenshot of your profile. Label this first initial+last name.profile.png example: tswitzer.profile.png
      • Schedule 4 tweets
        • For 2 of these tweets:
          • tweet about labor/ inequality
          • Provide a title for the link
          • Shorten the link using bitly.
        • For 1 tweet:
          • take a picture of the tech lab being taught
          • post up the picture with two hashtags describing the picture and add both your lab leader and facilitators twitter handles.
        • For 1 tweet:
          • tweet about the favorite tech tool you have learned about thus far.
          • this does NOT need hash tags
          • mention @EverettProgram at the end of this tweet
        • Each tweet needs:
          • to be the optimal character length [hint see one of the tabs articles that says how long the optimal character length is]
          • written to the relevant audience indicated in the desired tweets— engage your followers
          • during the optimal tweeting time [hint see one of the articles in ‘social media etiquette’  for article saying how long]
          • have all URL’s shortened [using whichever method you preferred from the lesson]
          • Avoid  the do not’s mentioned in the prezi.
        • Take a screenshot of your scheduled tweets on Hoot-suite or Buffer once it is completed. Name the screenshot first initial+last name.schedule.png
        • Make sure that these scheduled items are done before class is due next Thursday at 6 PM.

Facebook Pages

  • Like the Everett Program facebook page
    • Like one post on the page
    • Take a screenshot of your like. Label it first initial+last name.fblike.png example: tswitzer.fblike.png
    • Make a relevant comment to one post on the page
    • Take a screenshot of your comment. Label it first initial+last name.fbcomment.png example: tswitzer.fbcomment.png
    • You will need a personal facebook page, but you can make a dummy one using the gmail trick (that was part of lesson 3) for this assignment!

Key infographics and short blog posts on using social media are in the resource bar! I highly recommend you check them out if you desire to use social media daily!

Email all sktich shots (4) in a zipped folder labelled initial+last example: to