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Social Media

Brown duck with three ducklings, two on her back, while they swim in a body of water.
Common Merganser mother and ducklings crossing a lake. © Ian Shive

Global TNC social media goals are to increase organizational awareness, connect with audiences, enhance thought leadership and support fundraising efforts.

Khoros Learning and Success Series

Watch the Khoros recordings to learn more about the from the enterprise. Recorded Feb 22 - Mar 4.

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Instructional Material

Khoros Sign in & FAQs

Answers to your burning questions about Khoros sign in procedures!

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Significance of Social Media Strategy 

Social reaches and influences nearly everyone. And, by social, we don't mean Facebook—or Twitter or Instagram—or any one social media channel. 

Social is about word of mouth—it’s the conversations people have about a brand or organization. These conversations are meaningful and trusted.
 

 

Social Media Resource Pages

Check out these pages for support on different social media topics and tasks.

Conservation staff Argentina (ALL INTERNAL USES: LIMITED EXTERNAL USES) TNC’s Robin Cox and Douglas Reid, President of the Board of Directors of Fundación Neuquén take part in CAP (Conservation Planning process) on several large properties around the San Martin, Argentina. Photo credit: © Bridget Besaw © Bridget Besaw

Social is about word of mouth - it's the conversations people have about a brand or organization. These conversations are meaningful and trusted.

Purpose of Social Strategy

Content-First Strategy

In line with our marketing goals to drive revenue, increase influence and enhance our reputation, our content strategy on nature.org is meant to be a reflection of the organization’s priorities. All content must be organized based on the priorities and supporting strategies of The Nature Conservancy. Applying this approach to content strategy provides consistency in messaging, goal-setting and audience targeting. 

Our editorial and promotional planning for nature.org combines art and science. Nature.org will always serve to promote and raise visibility of key initiatives, programs and the work that happens in the field. Additionally, the Global Digital team will continually leverage the data and analytics that power the website to proactively identify additional opportunities for proactive content promotion. 
 

Editorial planning comes in two forms:

  • Fixed: Time sensitive, major moments in time driven by TNC or by relevant third parties.
  • Fluid: High performing content based on website traffic/engagement or social media performance.

 

That’s why many organizations, publishers and brands have used their social media to not just update their fans, but to launch big ideas. From there, these stories take on a life of their own, moving across channels and into the popular consciousness globally.

Main TNC Social Platforms

TNC has an established, strategic presence on Facebook, Instagram, Twitter, LinkedIn, and YouTube.

  • Facebook

    Purpose: Community and Conversation. TNC’s largest social platform. Facebook remains the most prevalent social platform for our global audiences. Facebook content strategy

  • Follow us!

    Instagram

    Purpose: Visual Storytelling. Visually-rich imagery used to educate our audiences about TNC’s global work. Instagram content strategy.

  • Twitter

    Purpose: Timely News & Information Sharing. Twitter still remains the primary channel for real-time information. TNC leverages it to proactively engage in relevant conversations. Twitter

  • LinkedIn

    Reserved for thought leadership and executive visibility for influencer awareness. LinkedIn

  • YouTube

    Purpose: Global Video Hub. YouTube remains an incredibly important channel for brand search visibility. Engagement is limited so the platform should be treated as a utility. YouTube

Farming seaweed and in route to Mulutseribu Seaweed Farms, Indonesia. The Nature Conservancy has supported these livelihood alternatives that bring new sources of income and take pressure off local fisheries.

Social Media Community Management Response Templates

Vetted responses to use when engaging with our audiences on social platforms.

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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. 

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Instructional Material

Customizing the Global Account Dashboard

Learn how to set up social media reporting in Khoros.

Khoros Dashboards
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Download the Social Avatars

Note: There should be no white space padding applied around the logo when uploading it as an avatar on Facebook, Twitter and Instagram. The default display on those social media platforms is a circular crop.

FACEBOOK, TWITTER, IG LinkedIn

Color - Visual Identity Guidelines

Logos, typography, color and imagery—these are the building blocks of The Nature Conservancy’s visual identity system. Consistent use of these elements ensures that our brand is visible and recognizable across all our communications. The visual identity guidelines are designed for flexibility. By applying the principles in this book, you will be empowered to deliver a range of visual expressions tailored to your needs.

Getting Started

Khoros Support 

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.  

Next Social Media All Call

TBD

 

Social All Call Recordings and Slide Decks

  • August 2019 Recording

    Instagram Best Practices; Stories - A Creative Look; Branding - Why it Matters; Khoros Issues and Updates. Recording on Box

  • July 2019 Recording

    Jul 17, 2019

    Social Listening with Khoros Recording on Box

  • February 2019 Recording

    Feb 27, 2019

    Content Publishing; Content Inbox; Content Publishing for North America; Social Listening; Upcoming Training Recording on Box

  • October 2018 Recording

    Oct 15, 2018

    Upcoming campaigns, content highlights, Khoros implementation Recording on Box

Contact Us With Questions!

For all social media requests—including new accounts, shared content needs, technical questions—please submit a request using our new Digital Requests Form.

Submit Request

Trainings and Learnings

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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.

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Khoros Inbox Publishing

Publishing and inbox management cover the most basic tasks that you will perform in Khoros. These tasks include scheduling and posting content, monitoring your mentions, and replying to posts. If you are new to the Khoros, this is the place you would start to build your familiarity with the platform.

Image by Couleur from Pixabay

Social Listening

Learn the basics of Social Listening and how to use Khoros to monitor and respond to your social communities.