We envision a world where our social content inspires, educates and moves our social followers to become champions for the cause.
Social Media Guiding Principles
These guiding principles drive TNC’s approach to our flagship organic social media accounts, including Instagram, Facebook, LinkedIn, X, TikTok and Threads. The framework in this document can also be leveraged by TNC business units.
Getting Started at TNC
View the Social Media Playbook for onboarding materials, answers to common questions and best practices for social at TNC.
Submit a Social Ticket
Using the Marketing Requests Portal, you can request social media support from the Global Digital team.
Request access to your social media accounts or enterprise systems like Aprimo.
If you plan to run a social media campaign or require an ad manager account, submit a ticket in advance.
Request review and feedback on your social media strategy.
Request analysis of a social media campaign.
Request the creation of a new social media account for your business unit.
Request the creation or amplification of a post on TNC’s flagship channels. Content must appeal to a global audience.
Social Media Charter
Review our Social Media Charter to learn how we’ll work together as a community to advance our social media goals.
Our Social Media Community
Communities of practice are groups of people informally bound together by shared expertise and passion, and who collaborate to do their work better. The social admins community at The Nature Conservancy includes over 100 global staff who manage social accounts with the goal of collective knowledge sharing and learning.
Together, our community collaborates to share best practices, improve skills and work on advancing our knowledge of social media—all in service of TNC’s social media accounts and our 2030 goals.
Ways to Connect
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Social Media All Call
Look for upcoming Social All Call meetings. Once added to the listserv, you’ll receive the invitations. All are welcome!
Platform Management
Khoros
Khoros provides online community management, social media marketing, social media analytics, digital care and content management to The Nature Conservancy.
Khoros account holders use their TNC email and password (SSO ID) to sign into Khoros. If you have a contractor who requires access, they will need limited access TNC ID accounts to use Khoros. You can find more info here.
Khoros access is limited to staff who publish social content; ideally 1-2 users per business unit. Request access here.
Platform Management
Business Manager
The Business Managers are used as a central hub for all TNC social media accounts and users. By joining a Business Manager, you have full access to Meta or LinkedIn’s services, protect TNC accounts through the 2-factor authentication requirement, and limit access issues during employee turnover.
Centralizing all our pages together also gives us significantly better reporting capabilities. We're able to report and share out a holistic report about how TNC as an entire organization is performing on social.
We require all MAC members and supporting agencies be a part of the Business Managers. All other users can be managed at the business unit's discretion. However, it is essential that these members are monitored and removed when they are no longer with the organization.
If you need to add a contractor or agency, please submit a ticket in the portal with their name and the duration they are expected to require access.
How to Get Support for Khoros
How to access Khoros support documentation, some helpful links in their documentation, and how to reach out to their support team.
Platform Support
Contact social support centers
Voice & Visuals
For guidance on TNC’s brand voice, visuals, photo crediting and more, visit the brand standards.
Social Media Resources
Explore these commonly used social media resources.
Check out these commonly mentioned topics and possible responses.
Our social followers should adhere to these community guidelines. Include this link in your profile.
Visit page 17 of the employee code of conduct for guidance about social media.
Explore the latest social media metrics in this PowerBi dashboard.
If you plan to run advertisements from a TNC Facebook or Instagram, request to run restricted ad categories via Meta.
Explore TNC's guidance for social media during an election.
Analytics in Khoros
Analytics are built into our social media marketing tool, Khoros. When the tool is used consistently and content is tagged and labeled, we can get robust data and analysis directly from the platform.
Global Digital has created an account dashboard for all Khoros users to customize containing recommended measures. The dashboard widgets are roughly organized with the more important metrics at the top, and the less important metrics—such as follower counts—further down the page.
Submit a Marketing Request Ticket if you need access to that dashboard.
Instructional Material
Customizing the Global Account Dashboard
Looking to track your business unit's social media metrics? Learn how to customize the global account dashboard in Khoros.
Instructional Material
Tagging TNC Links
Learn how to tag links that are used in marketing efforts and pointing to TNC domains.
Tools for Linking Posts
Explore the tools TNC uses for linking in TNC posts.
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Linktr.ee
Linktr.ee is the preferred link in bio tool used by TNC social media accounts. Access
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Bit.ly
Links created in Khoros are auto shortened using the Bit.ly integration to nature.ly links. To shorten a link to post natively, use Bit.ly. Access
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Campaign Tag Generator
Posts created in Khoros automatically have tags to support tracking. If you plan to post natively, create a tagged link using this generator. Access
Getting Started
Khoros Training
To get up and running in Khoros we recommend you start by watching the first two recorded trainings. Then, there are a plethora of resources provided by Khoros to answer all of your questions.
Follow the link to the recorded trainings to the right. Watch the first two recordings, Inbox and Publishing and Analytics. The first recording is just under 2 hours, the second is about 1 hour.
Khoros Training
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Getting Set Up on Khoros
Learn about the first few steps you need to take to start working in Khoros, the enterprise social media management tool used by all social media account administrators at TNC.
Khoros Glossary & FAQ
The Khoros Glossary contains frequently asked questions, how-tos, terminology definitions and more.
Khoros Learning and Success Series
Join TNC and Khoros for KLASS 2022 to learn about Khoros platform updates, learn how to use advanced system features, and refresh your knowledge of critical functions. Register at the links on this pg
Aprimo Training
Access TNC’s photo and video assets in Aprimo so you can harness powerful visual storytelling for your channels. You must request access via the Marketing Requests Portal and, depending on your level of access needed, you will need to complete the following trainings.
Aprimo Training
TNC Photo Licenses
The Nature Conservancy’s Aprimo DAM visual asset archive uses usage rights categories & labels to explain how images can be used by Conservancy staff & partners. These are general descriptions for a very complex legal issue. If you have any questions, please contact the Photo Department for clarification: tncphotos@tnc.org.
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DAM UI Navigation
Aprimo DAM User Interface Navigation
Aprimo DAM User Guide Help Docs
Selected helpful documents found in the Aprimo DAM user guide.
Connect With Us
Not finding an answer to your question? Please contact the Organic Social Media Team—who oversees TNC’s global social media strategy and runs the flagship accounts—at social@tnc.org.
