Aneka Sweeney from Whatcom CD in Washington presented at the 2019 convention about social marketing strategies for districts.
Here’s her presentation: MACD_11.21
Aneka Sweeney from Whatcom CD in Washington presented at the 2019 convention about social marketing strategies for districts.
Here’s her presentation: MACD_11.21
One of the golden rules we use in coding and web design is D.R.Y. It stands for Don’t Repeat Yourself. It’s something that’s a pretty good rule in a lot of other work, too.
So today, I’m going to show you how to cut out one piece of work that you may find yourself repeating. That’s posting to your WordPress site, and then posting the same thing to Facebook.
Let’s say you want to notify the public about the agenda for your next upcoming board meeting. It’s important to put the notice and the agenda on your site, because that’s the official place for such things. But you also know that a lot of the public uses Facebook regularly, and they’re more likely to see the notice if it’s in their newsfeed, as opposed to when they have to actively visit your website to find it.
The text of your notice on both your website and Facebook is likely to be the same. But between logging in, finding the spot to post, copy and paste, and the slow internet connection in between, these two simple tasks could easily eat up a solid chunk of time.
So what to do? Well, put the magic of the internet to work, and have it do the job for you! Today I’ll show you how to use a free service called Zapier to automatically check your website, and post anything new it finds to your Facebook page.
The first step in this process is pretty obvious. You’re going to need a Zapier account. So head to https://zapier.com/. There’s a big orange button on the top right that says “Sign up”. You’ll want to click that. If you have a Google account, you should use that, because that will allow you to use the same account for both.
Once you’ve signed up, Zapier will guide you through some steps to get your account running. It will ask you to select the apps that you use regularly. See the photo to the right for an example of the apps I selected. This will help Zapier recommend automations for you.
A zap is the magic of Zapier. You set a “trigger” that you ask Zapier to keep an eye out for. Every 15 minutes or so, the service will scan the internet to see if your trigger has happened. If it catches a trigger, then it will perform the steps that you’ve asked it to do.
In this case, our trigger will be a new post on your WordPress website.
In the box that says “What do you want to Automate Today?”, find where it says “Connect this app…”. Type in “WordPress”. Select that. In the next box, type in Facebook and select “Facebook Pages”.
Now you’ll have a couple more boxes open up. Where it says “When this happens…” select “New Post” with the WordPress icon. And in “then do this!” select “Create Page Post” with the Facebook icon.
Now hit the “Make a Zap!” button.
Now we’re getting into the juice of the Zap.
Type in a name for your Zap in the top left field. Something like “WordPress to Facebook” will do.
Then click “Connect an Account” in the center of the screen. A new window will open, and you’ll be asked to enter the information about your WordPress account. You’ll need your website url and your username and password. For the URL section, I find it helpful to open my website in a new tab. Then click in the address bar so that everything is highlighted, and copy that. Then I paste into the field. This way I get the exact URL without having to type the whole HTTP mess.
Once your WordPress account is connected, you’ll be asked to set the parameters for the Zap. For this example, choose Post Status “Published” and Post Type “Posts”. You’ll see that there are lots of other options here, and hopefully those are giving you some ideas for other ways you could use Zapier.
Click “Continue”. Now Zapier will check your website for recent posts that they can use as an example. If you have posts on your website, you should get samples “New Post A” “New Post B” and “New Post C”. It really doesn’t matter which you choose, this is just sample information for Zapier to use to show you how your Zap will work.
Now we’re going to do basically the same thing for your Facebook account.
First, choose the app that you want to be triggered. You should have the option of Facebook Pages or WordPress. Choose Facebook Pages. Now you’ll select what you want to have happen, which is Create Page Post.
Now you’ll connect your Facebook Account. You’ll want to enter the information that you use to access your Facebook Page. This will likely be your personal Facebook login information, because Pages don’t have their own login information. Don’t worry, this only connects Pages, and it won’t post to your personal account. (Unless you tell it to). But you’ll need to allow Zapier to access your information.
Now, Zapier is going to pull in information from the sample post that we chose, and we’ll use that data to tell it what should be in the Facebook post.
Below you can see the first two steps. I chose which Facebook Page I want the post to go on (I’m administrator of a few). I chose the MACD page.
Then, I select the information that I want to be in the Facebook message. This is the text that goes in the post. For this example, I want the message to be the same as the title of my WordPress post. The sample that I have here is our most recent post, August 2018 Minutes. As you can see, there are a lot of options available to select, and I can put multiple data points in the message. I can also type in text.
In this example, I just selected the Post Title. Below, I added some text to give the message context.
In the optional Link URL field, you’ll want to add the link to your post. This way the Facebook Post links back to the post on your website. If you’ve ever put a link in a Facebook status, you know that Facebook will also pull in a link preview with an image and more.
Here’s how mine looks:
Once you’ve gotten everything set up, you’ll be given the opportunity to test your Zap to see how it looks. Here’s how my post turned out on Facebook:
I’m not stoked about the image it chose for my post. Luckily, on my WordPress site I have a nice placeholder image that says “Meeting Minutes” on a blue background. So, I’m going to go back to my Zap and edit the template for my post. In my message section, I’m going to add my Post Thumbnail, so that Zap will grab the right image for my post. This will be the image that you put in the Featured Image section of your WordPress post.
Like this. Now I tested the step again, and here’s how the post looks:
Ah yes, that’s much better!
Once you’re happy with how your post is set up, click Finish. Then turn your Zap on!
Now, whenever you post a new post on your WordPress site, it will automatically be posted on your Facebook Page as well, without you lifting a finger!
If you’re ever unsatisfied with how your posts are looking, you can log in to Zapier and edit your Zap. Or you can pause it.
I love Zapier, and there are lots of different ways to put the internet to work for you! Have fun exploring the automation universe! For those interested, IFTTT (If This Then That) is another great service that does the same thing.
It’s been quite a while since I wrote a technology Fridays post, but a task I was doing this morning inspired me to put a quick post together.
That task was building a logo library. In my work with Conservation Districts and as a freelance designer, I am often asked to put together posters that feature a bunch of sponsor logos.
I hate this task.
All of these things combine to make a lot of work, and a lot of back and forth for me. All so I can muddy a design I worked hard on with a bunch of logos that don’t match.
But of course, I know that sponsors are SUPER IMPORTANT. Often sponsor dollars are what make the events happen in the first place, and I get that. So today I thought I’d take a minute to talk about how to lessen the headache (mine as well as yours if you make your own posters).
Since I have spent so many years making posters with sponsor logos, and since I still have all of those files, I thought it would be useful for myself and my clients to make a logo library.
So today I searched through all of my old files and copied every logo I could find into one big LOGO LIBRARY. Now when someone says, “I’m still waiting on so-and-so’s logo,” I can search my library to see if I already have it. SO HANDY. I’m also working my way through the folder to make sure the names of all the files make sense, so they’re easy to find with search.
So why should you care about my super awesome logo library? Well, for one, because I definitely recommend doing the same for yourself if you also frequently make documents that need sponsor logos on them. And for two, because I put mine on Google Drive and here’s the link, free for anyone to use!
That’s right. If the sponsor logo you need is one that I’ve used in the past, then you can knock one time-consuming step off your list. If you have one I don’t have, I also welcome anyone to upload logos to this folder. Plus, I’ll keep adding as I get new ones.
My logo library has a lot of logos. Some are really great, and some are frankly really bad. Some are fine on their own but totally unreadable in a small space like the bottom of a poster, or such an ungainly size/shape that there’s just no way to fit them in with neighbors.
So I want the second part of this post to be a discussion about what makes a good logo. Maybe it will inspire the yet-to-be-designed logos of the future a little better.
In order to understand what makes a good logo, it makes sense to first understand what a logo is, and what it does.
I’ll refer to some experts here, who have already said it better than me. From 99designs:
At the very basic level, logos are symbols made up of text and images that help us identify brands we like.
But they can be so much more! A good logo is the cornerstone of your brand. It helps customers understand what you do, who you are and what you value. That’s a lot of responsibility on a tiny image!
Perhaps the most fundamental function of a logo is giving your business a unique mark that differentiates you from other businesses. Before you get a logo for your business you’ll want to research what your competitors’ look like so you can position yourself. Of course, you don’t want to be so unusual that potential customers don’t understand your brand.
Along with demarcating your business, a good logo also provides your customer with some crucial information about your company: it can communicate the industry you exist in, the service you provide, your target demographic and your brand values.
For example, a company might use circuit imagery into their logo to show that they operate in the software industry. Or they might use a specific color to communicate they are committed to being green/environmental. Or they might use a stylish font to highlight that they are luxurious.
Logos also leave a visual impact that reminds your customers that, well… that you exist! In other words, logos can create strong visual associations with a business. This association helps customers keep your brand in mind. Think about brands like Nike or McDonalds, whose logos are so ubiquitous that they can be instantly recognized with or without the name attached. It’s no surprise that logos are such a central part of brand identity.
The three tasks we talked about are a lot. They’re a pretty big ask for one small bit of type and maybe an image.
If your business or organization has a lot of goals/products/services/audiences, you may be tempted to try and convey all of those ideas in your logo. But what you’ll end up with is a messy, overly complex situation that at least doesn’t display well at small sizes, and at worst confuses people. The more you can simplify your idea or boil many facets into one idea, the better.
Just Creative has a great discussion about the differences between branding, identity design, and a logo:
A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.
There has been some recent discussion on the web about this topic, about your logo not being your brand. Although this may be true, I haven’t seen any clarification of the differences between ‘brand’, ‘identity’ and ‘logo’. I wish to rectify this.
What is brand? – The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.
Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.
Many people believe a brand only consists of a few elements – some colours, some fonts, a logo, a slogan and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’.
The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.
One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.
In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.
The identity or ‘image’ of a company is made up of many visual devices:
All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.
A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.
To illustrate this concept, think of logos like people. We prefer to be called by our names – James, Dorothy, John – rather than by the confusing and forgettable description of ourselves such as “the guy who always wears pink and has blonde hair”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.
It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.
Now that we understand the fundamentals of branding, identity, and logos, let’s look at some. Here are my five favorites from the logo library:
American Bird Conservancy. I like this one because of its it’s simplicity. You know right away what they do, the text is easy to read.
Ducks Unlimited. Again, so simple, so easy. Simple lines, but it’s obviously a duck.
Flathead Land Trust. although the image is a bit more complex than the first two (mountains, barn, trees, stream), the graphics are nice and simple. I also like that FLT has a few variations on their logo, with the text to the side or underneath depending on where it’s used.
Montana Land Reliance. The thing I love about this one is that when I put it on a poster next to a bunch of others, it is always the one that stands out the best. Which, after all, is what you’re aiming for with a logo.
Bradley Livestock has a great one too. I think the fancy lettering adds some old fashioned charm. It gives you the impression of a family monogram, which gives me the idea that this is an old ranching family. The lines are a little thin to do well against non-white backgrounds though.
Finally, if you are a conservation district in Montana and you need a new logo, please reach out to me. I can design one for you. My time is free.
At the Statewide Administrator’s Training this month, we had a great discussion about social media and how to use it to better reach people in your area. Social Media is great for keeping your organization in people’s minds, which is important when they’re, you know, thinking about digging up a stream or maybe implementing some cover crops. Your job is to help them, so make sure that you’re the first place they think to go!
As part of a six-month series on district operations, the Did You Know? monthly feature in eResource will highlight chapters of the NACD District Outlook Task Force report: “Blueprint for Locally-Led Conservation – A Strategy for District Success and Sustainability” (available here on our website). This month’s chapter tackles communications. Continue reading