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.
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.
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.
Purpose: Community and Conversation. TNC’s largest social platform. Facebook remains the most prevalent social platform for our global audiences. Facebook content strategy
Purpose: Visual Storytelling. Visually-rich imagery used to educate our audiences about TNC’s global work. Instagram content strategy.
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
Reserved for thought leadership and executive visibility for influencer awareness. LinkedIn
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
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.
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.
Color at TNC
Guide to the TNC color palette and its usage. Visual Identity Guidelines - Color
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.
Social Guidance & Resources
TNC Guidance on Various Social Media Topics
HR Guidelines for Social Networking Site Usage
Facebook Live Video Best Practices
Learn how to run a TNC Facebook Live! Updated June 2016. FB Live Guide
Twitter Card Validator
Enter a URL in the validator to preview what will show on Twitter. Twitter Card Validator
Electioneering and Social Media
Find out: What is The Nature Conservancy's position on electioneering and social media? Are employees allowed to endorse candidates on their own personal profiles if they identify as a Nature Conservancy employee? Do they need to have two separate social media profiles if they want to express their own political beliefs? Social & Elections
Personal & Professional Social Media
How should employees balance their personal and professional interests with regards to Social Media? Personal Usage
Next Social Media All Call
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
August 2019 Slide deck
PDF Slide deck
July 2019 Recording
Jul 17, 2019
Social Listening with Khoros Recording on Box
July 2019 Slide deck
PDF Slide deck
February 2019 Recording
Feb 27, 2019
Content Publishing; Content Inbox; Content Publishing for North America; Social Listening; Upcoming Training Recording on Box
February 2019 Slide deck
PDF Slide deck
November 2018 Recording
October 2018 Recording
Oct 15, 2018
Upcoming campaigns, content highlights, Khoros implementation Recording on Box
October 2018 Slide deck
PDF Slide deck
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.
Trainings and Learnings
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 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.
Learn the basics of Social Listening and how to use Khoros to monitor and respond to your social communities.