Asia Pacific Forum of National Human Rights Institutions Tips: Create “playlists” to feature your most popular content; embed video clips on the NHRI website and promote new clips through Facebook and Twitter; devote sufficient time to respond to comments posted by others; use YouTube’s analytics tools to track usage. Measures of success: Number of “subscribers” to your channel; number of views of particular videos; number of “likes”; quality and quantity of comments. Update frequency: Post as often as possible; at least once a month. Pinterest www.pinterest.com Reach: Over 70 million users worldwide. What it is: Pinterest is a social bookmarking site that allows users to save, organize and share links to photos and videos. “Pins” are organized by topics on “boards”, which can be then be “repinned” by others. Good for: Posting anything with a good quality and compelling image; engaging with groups of people across specific areas of interest; encouraging people to visit the NHRI website. Tips: Only pin your website if it pulls up a good photo; add detailed descriptions, hashtags and website links to your pins; embed inspirational quotes on your images; mix original pinning with repins of images from other NHRIs or partner organizations. Measures of success: Numbers of “likes”; number of “followers”; number of “repins”; detailed statistics are available through Pinterest Web Analytics. Update frequency: At least twice a week. Other popular social media sites that NHRIs may consider using, include: • Google+ (https://plus.google.com): over 340 million users • LinkedIn: (www.linkedin.com): over 230 million users • Instagram: (www.instagram.com): over 150 million • Flickr: (www.flickr.com): over 87 million users. 4.3. STRATEGIES TO ENGAGE DIFFERENT GROUPS OF SOCIAL MEDIA USERS How well the NHRI conducts and influences online conversations and empowers its supporters to spread messages about human rights will ultimately determine the success of its social media strategy. The primary goal of all online activity is to interest, inform and engage people. It should also seek to drive people to more detailed information on the NHRI website. There are a number of “best practice” principles that can assist you to engage effectively with people using different social media platforms, especially Facebook. How to “be” on social media 1. Be authentic: Bring the story of the NHRI to life in a compelling and personal way. On Facebook, establish who the organization is and what it stands for by using a strong profile picture, cover photo and description tab. Use a conversational tone in all your posts. Talk to your audience like friends. 62 | Chapter 4: Using social media