INSTAGRAM

Instagram will likely be the platform we focus on most. This platform is a photo sharing site where users gain attention through primarily photos and videos. There are two main parts of Instagram that you need to know about: Posting on your main page and sharing to your story.

The main page is where all of your posts are featured. These posts should highlight the spotlights and important moments. Posts can have longer captions, so here is the place to include any quotes, longer details, etcetera. Typically they are a little more formal and structured.

When you choose a photo to upload you can adjust lighting and cropping under the "Edit" tab.

Stories are used to capture in the moment adventures and can invite followers to engage with the content there.

To open stories you can either tap the camera on the top lefthand corner of your feed page, the "Your Story" underneath LEAF's profile icon, or profile icon on the profile page. Once it's open you can see that you can choose from filters or modes.

LEAF should use the modes at the bottom bar more than the filters.

The modes include:

Live (Live Streaming )*
Create (Focuses on text and colors rather than imagery)
Normal (Take a picture and edit it)
Boomerang (Back and forth looping video)
Layout (Collage creator)
Superzoom (Zoom in with a effect)
HandsFree (If you want to be in the video, you don't have to hold the record button)

*Guide Under Content Ideas

Once you've created the content, then you can add and edit more to it.

From left to right, the icons at the top are filters, link, download, stickers, draw tool, and text tool. The last three are the important ones.

Stories expire after 24 hours. However, they can still be made accessible to followers in your story highlights below the bio on your profile page. These highlights are typically organized by events or categories.

Old stories can be found by tapping the three bars in the top right corner and then tapping "Archive"

Facebook

FACEBOOK

Facebook owns Instagram, so you will find similar features on both, such as stories. Facebook stories may be beneficial to post there to let followers know that something has been posted, prompting them to engage with the content.

Facebook has more flexibility in posting. Consistently though, the text is always viewed before the images.

Posts can either be short updates that don’t require imagery such as open application, an event time change, or a link to “check out” an article LEAF was featured in. It can even be a quote or a thought that someone had that day, and LEAF want’s to share.

Or, longer posts can have in-depth stories, notes from the farm, or expand on event details. These longer posts usually have a few images or a video to accompany. Keep in mind when creating longer posts, that you should have some sort of opener or heading that makes viewers want to keep reading. Often, viewers may see a long post and not even consider reading it, simply because it takes too much of their time and effort. Let them know quickly that the post has information that they may in interested in.

Facebook Live is a good opportunity to to get followers engaged. The demand for video content has been growing according to surveys taken by Facebook and Hubspot. Hosting a Facebook live is essentially hosting an online event. Make sure to establish a date and time, and be sure advertise it! This may be something to consider planning while doing tedious tasks, such as seeding.

Youtube

YOUTUBE

YouTube is the best platform for sharing videos. Videos here should encompass some sort of overall message.

Currently, LEAF only consistently posts their end of the season video, which summarizes the summer program.

Other videos can include advertisements for events, explaining program details, or vlogging a day with the youth.

Captions should include a short description and any credits, such as music, creators, or any necessary sponsors or shoutouts.

Content Ideas

CONTENT IDEAS

Ideally, content should be output everyday, even if it is as simple as a QOTD on facebook. Since that's not feasible all of the time, and quality is priority before quantity, aim for at least 3 substantial pieces of content a week. The number of posts a day doesn't matter, so long as you're not spamming the same information over and over. The more you post, the more people are likely to come across LEAF as a presence on social media.

The best time to post is when people are online!

In general, most people in our area take a lunch break during 12pm-2pm. Other ideal times for our particular audience are 4pm and 8pm. Of course, don't be afraid to post outside of these timeframes as well.

DAILY CONTENT

People want to get to know LEAF, they'll want to see behind the scenes just as much as they want to see conferences and events. Main feed posts can include longer captions such as Notes from the Farm orYouth Spotlights. Live updates and in the moment captures usually generate the most engagement. Stories are great for in the moment posts. They're casual and relatable and don't always need a caption. (Think of the snapshot checkout question, and take the snapshot to reality on Facebook or Instagram.) Let LEAF's audience get excited about farming alongside the youth, so if someone finds a fascinating bug, post it!

Other ideas include:

Pan the landscape during a work session
Snap a picture of growing veggies
Record a small portion of a Workshop Lesson
Have youth answer a check-in question
Record games
Partner Farm Walks / Sessions
Kitchen / Post Harvest specials
- Canning, Full Stove, Full Tomato Racks
CSA Packouts
Preserves

Remember Reposting is good too! Media Managers call it "Content Curation" where they look for user generated content to use on their pages. Just be sure to credit the original source by tagging the creator in the photo in the caption.

With Content Curation you can ask for content from your audience. For example, ask CSA members to share what they made with their share, or repost different perspectives from Savor.

EVENTS

Events should be advertised long beforehand the actual event. Generally, as soon as an event or recruitment dates have been confirmed and established there should be an announcement about it not long after. They also need to be advertised repeatedly as a reminder to viewers or gain new ones.

For example, if LEAF is going to be at the Farmer's Market there should be posts about it:

at least a week before giving the date, time and location.
about two-three days before and the day before as a reminder.
made setting up at the event or as the event starts.
throughout the event
After the event, thanking those who showed

*Some people want to be on camera! Get the community involved by asking them to review jam, what they learned talking to LEAF, what they’re liking about the event, ect.

LIVE STREAMING

Most Importantly: As soon as you are live, you are ON. Even when you are just trying to figure out the technology or ending the stream you are still ON. Be careful of what you say and any frustrations that may come your way. “I” statements are extremely valuable here.

Have a message and try to stay on theme
- Relevance is key, people came to watch for a specific reason. Do not stray too far from the topics.
Make a script and try to keep an agenda
- Know what you’re talking about, keep a loose script and agenda that can direct you from topic to topic. You do not need to use it word for word, minute by minute, but this allows for more structure.
Acknowledge your audience
- Plan for “joining time” at the beginning. Not everyone will be on time.
- Like any event, welcome them as they start filtering in. Be friendly, talk about simple things until it seems like your audience is steady. (Don’t just stare at the camera until you think you have enough people)
  - If many people start joining during the stream, take a moment to welcome newcomers and give a quick two-sentence recap of what you’ve already talked about.
- Be aware of the incoming comments and questions. You do not have to respond to every single one, but make sure they are getting responded to every once in a while. If you have a question session be sure to let them know that periodically (Personally, I would try to answer questions as they appear )
- @ the end thank everyone for watching and remind them of any key messages you discuss

4. Don’t try to stretch the stream out. Aim to have an end time, if you go over that’s fine, but once you’ve run out of topics, Thank everyone for watching and end the stream.

5. Advertise! Before all of this, make sure you let people know we’re going You're. Send direct messages to people who might be interested and post on socials at the very minimum a day beforehand, and remind socials that you are live as you begin the stream.