WEAC Sets a Good Example on Social Media Amidst Wisconsin Turmoil
Posted by Kelly Ward on Wed, Feb 23, 2011 @ 10:36 AM
One way to learn how to use social media for your business is to look at how other companies and organizations are successfully handling their social media efforts. Over the past week I have been closely following the Wisconsin Education Association Council (WEAC) through various social media sites. WEAC represents approximately 98,000 public education employees who would be among the public employees who would be affected by Governor Scott Walker’s proposed budget bill that would eliminate most public employees’ collective bargaining rights. Protests at the capital started one week ago and have gained momentum each day, in no small part due to WEAC’S social media presence. Regardless of your opinion on the proposed budget bill, you can look at WEAC’s social media efforts as a good example of how to successfully use social media for your business or organization.
Participate in Conversations.
WEAC has done an excellent job of asking and answering questions. On their Facebook page they have asked questions including: “What do you wish your community knew about the importance of your union?” and “What motivated you to become an educator” On Twitter, they have been busy answering questions about upcoming protests and vigils, press conferences, and volunteer efforts.
Takeaway: Ask and answer questions. Monitor your brand and related industry topics; then join in on the conversation. By doing so, you can connect with others who may be interested in your business. You may also connect with people who, after hearing what you have to say, can help spread your message.
Listen and Learn.
It is apparent from the types of content that WEAC posts on Twitter and Facebook, that they are listening to what people have to say about WEAC, Wisconsin unions, and the protests. They are listening to the concerns and claims that are being made and are providing content that helps to clarify the issues.
Takeaway: Listen to what people say about your brand and listen to relevant conversations. By monitoring brand mentions in social media, you can gain valuable insight into the effectiveness of your communications. By listening to relevant industry conversations, you can identify recurring questions and problems that you can address in future content. Learn from what’s being said about your business and industry so you can improve your own communications and communicate more effectively with prospects.
Debunk Myths.
The large-scale protests and increasing media coverage in Wisconsin are breeding ground for many people to post their own passionate responses to the conversation. Unfortunately, they may unknowingly (or knowingly!) post false information. WEAC addresses many of the rumors circling and posts links to sources that counter the incorrect data and allegations. Perhaps even more impressive, they also correct the statements made by others that would have put them in a better light! For example, there have been numerous tweets that say Wisconsin ranks #2 in ACT/SAT scores while all five states without teachers’ unions score in the bottom ranks. Having people believe this (incorrect) data could help WEAC’s cause; however, yesterday they posted a link to an article that gives the actual statistics. Pointing this out gives WEAC more credibility as being a trusted source of news.
Takeaway: As you are listening to what people have to say about your brand and industry, you may come across claims or data that is incorrect. Take the time to join the conversation and politely debunk the claims. It can help you promote your brand/service/cause as well as establish yourself as a credible source.
Promote Flattering Content from Other Sources.
Over the past week there hasn’t been a shortage of articles about Wisconsin teachers, collective bargaining, and Governor Walker. WEAC has been consistently retweeting relevant information and sharing links to numerous blog and newspaper articles that support WEAC’s positions on unions, education, and collective bargaining.
Takeaway: Stay on top of – and share - news in your own industry that helps support your own products and services.
Share Your Own Content.
Over the past week WEAC has posted links to their website including bus and rally schedules, a flyer for a concert at the Capitol, press releases, and more.
Takeaway: Post links to your blog articles and website pages that you think your followers might be interested in. Don’t be overly self-promotional; but if you have something relevant and useful to share, do so!
Share Relevant and Remarkable Content.
Besides links to online articles, WEAC has been posting photos and videos of the protests at the Capitol on their Facebook page. They also have a Flickr account with photos from Capitol over the past week and a YouTube account with a collection of videos supporting public employees.
Takeaway: Interesting content gets shared again. This may include breaking news, new data, and amazing photos and videos.
Include Calls to Action.
WEAC’s calls to action include asking people to
- contact their state representatives and tell them that they oppose the bill
- get involved in protests and vigils in Madison and their own community
- come to the capitol to testify and make their voice heard
Takeaway: While these types of calls to action may not be applicable to your business, you can still include your own call to action with the intent of converting your social media followers into leads. Examples include “Download a Free Guide for …”, “Request a FREE…”, and even “Contact us for…”. A strong call to action is a clear and compelling offer that persuades your readers to take the action you want.
Empower Others to Speak.
WEAC not only enables comments on their Facebook page and blogs, but they also ask questions that encourage comments. Over the weekend they posted on Facebook: “We are so inspired by your commitment to share your voice. Is there a moment, memory, image or event during the past week that stands out the most?”
Takeaway: A good conversation isn’t one-way. Allow people to post comments on your Facebook page and blog articles. Encourage people to ask questions or contribute their ideas. Besides asking questions on your Facebook page, you can end your blog articles by asking a question. This encourages people to comment on your blog.
For more information about WEAC, you can find them online:
Follow WEAC on Twitter
WEAC's Facebook Page
WEAC Videos on YouTube
WEAC Photos on Flickr
WEAC Blogs
WEAC Website
Do you have a good example of how you used social media for your business or organization? Let me know in the Comments section below.
Photo Credit: Jessie Reeder