Your Social Guide for Social Good

Below is a simple guide for social sharing, applicable to both how you position yourself as a thought leader in your specific STEM category, and how you can support Athena.

                   

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Keep in mind Athena regularly shares upcoming events and features through newsletters, on the website and social channels. Simply visit these channels for the latest where you can share what’s taking place. Remember to tag Athena when sharing, and where relevant, mention others you know that would be interested in specific topics. This may include your colleagues, family or friends that are in STEM and would be a great fit to engage with Athena in various capacities. 

Read on for tips & tricks

Bring Value to your Community:

                       

  • Every piece of content you publish should bring value to the community you’re publishing to and not just blatantly promote Athena. Rather, content should reflect what the organization offers. 
  • Avoid taking on an automated voice. Social enables you to share your own perspective, even when curating other content.
  • When sharing an article pull out an interesting piece of content or quote from the editorial to include in your post. For example, if you were sharing a piece called "7 tips of highly effective female entrepreneurs," you would not just share that title as it will be pulled into the image through the link when you copy/paste. Instead go through the article and find something compelling i.e.: "Take 5 minutes at each day’s end to make a list of to-do’s for the following day to drive action. More tips on being an effective business owner here: LINK.”  

Structure your Content Properly:

  • When sharing relevant articles, videos, blogs, or other assets, mention the original writer if they have an active account on that channel. You can  their "name + social media platform” to ensure they are active.
  • Aim to provide your thoughts on the article to get the writer's attention. This is a great time to engage with media such as editors and writers to garner editorial opportunities. Be cautious about publicly shaming if you don’t agree with an article that can be handled tastefully, should you feel the need to address it.
  • Include calls-to-action or engage other people by asking meaningful questions in your posts, whether you are writing your own piece of content or sharing an article. Ask yourself, is this something I would potentially engage with if I was scrolling through my newsfeed? Keep in mind who you are connected with and if that content would resonate with your audience. 
  • Each channel serves content differently. For example, on Twitter if you’re sharing an article, you can typically include a brief title and point of view alongside an article link. However on Facebook and LinkedIn, when you upload a link the article’s title is automatically uploaded into your post. As such, restating the title would be repetitive. Instead, consider crafting a point of view that can stand alone and nods to the topic.

Start New Dialogue in the STEM Community: 

  • Target relevant audiences to follow and engage by looking at other organizations and media outlets that focus on STEM. Look through who is interacting with their content. Don't just follow their list. You want to be sure you are engaging with those that are likely to interact. i.e.: who recently favorited  or retweeted a tweet  about a relevant topic?
  • Pose questions to local influencers related to STEM to drive interaction. They must be meaningful questions, not forced. For example, if a local woman is covered in the news for something great she did, you may consider tweeting her and asking what she feels were the top two things that led her to her success.
  • Tagging specific content with hashtags ## can increase chances of the right people finding that content. If there are major current events and it makes sense to hashtag, you can include. If there are national or other relevant current events that are not related to your topic, avoid using hashtags to capitalize on any one moment, as this opportunism is looked down upon.
  • Leverage tools such as searching www.twitter.com and entering keywords to learn about news topics that may be relevant for sharing. For example, test keywords related to STEM and women in leadership.
  • Include calls-to-action to drive interaction periodically. This includes questions and asking for opinions. Be cautious here to ensure your questions and interactions will ultimately drive value and serve a purpose. 
  • Target relevant audiences to follow. This is often easier on channels such as Twitter , or through influencer profiles on LinkedIn . On Twitter you can follow, build lists and mention individuals that are relevant.

 Thing to Avoid: 

  • Stay conservative with political or religious topics. Each individual is entitled to their opinion, though you should maintain your professional integrity through your digital presence.
  • Do not bash or negatively discuss other organizations. 
  • While tagging is encouraged to reach your peers, do not tag a dozen people in the actual post. Conversely, you can do so in the comments of that post. However, if you are tagging only one-to-two people you can mention them in the main publishing. Either way, remember to confirm they are actually active and tagged on that specific channel. 

 

 

 Blog written by Athena Board Director: Stephanie Shkolnik

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