Communications/Social Media
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Mozilla | |
| Owner: Erica Sackin, Communications Director, Rebeccah Mullen, Social Media Manager | Updated: 2013-12-13 | |
| An Overview of Voice and Content Types for Mozilla & Webmaker Social Media Channels | ||
Mozillian Voice
Mozillians live all over the world. We have different roles. We do different jobs (often several at once). But one thing we have in common is that we're a group of human beings building products and technologies for other human beings.
Whenever a user — or anyone else, for that matter — reads a piece of Mozilla communication, they should feel like there's a person on the other end who recognizes that they are the same. They should feel like we care about them and how they spend their time online. That's not a gimmick or a piece of marketing, either. It's one of the principles Mozilla was founded on.
So what does that mean, practically speaking? It means that, yes, sometimes we'll use colloquial or conversational language. We'll use contractions and speak to people in a familiar way (sorry, couldn't think of another word that started with a C). We'll use humor to make people feel good. Or be serious when the situation warrants.
We should not, however, talk down to people or use overly technical language. It's OK to be clever, but not just for its own sake (or because we're too in love with our own words). We should avoid snark and cynicism. And we should never make people feel like we're smarter or better than they are. We should speak on their level, while being friendly and inclusive.
The point is, we never want our users to forget that there are real live people behind our products and our words. And when writing, we can't forget that, either. As our Brand Platform states, we should be unconventional, engaging, honest, smart and confident. If you remember that, you should be in good shape.
If you're a real stickler for detail, read all about our copy rules. Or find out how this affects translated copy in our localization section.
- source: Copy Tone for Mozilla
Mozilla Twitter
- Doubled Audience this year (11157 > 25190)
- Improved engagement by
- Branched out into Org wide content during last half
Target Audience
Primary Audience: Supporters of the Mozilla Mission, and to a great degree, people invested in Open Source, Open Web and issues concerning privacy, transparency and equal rights for web users on a global scale.
Secondary Audience: Users of our products, technologists, developers, teachers and students of digital literacy, and web enthusiasts of all kinds.
Publishing Schedule
Current:
- 5 posts per day, 7 days per week (+3 items if Campaign running)
- 3-6 RT, @replies or MT per day
- Favoriting during Campaigns (as many as possible)
Producer: Rebeccah
Channel Growth & Forward Goals
2013 Action Plan:
- build out a communications tool to promote Mozilla-wide initiatives and products, with an emphasis on bringing our Manifesto, Mission and History to the foreground
- clarify voice, bring out personality and positivity to refresh channel
- supports more diverse initiatives and products developments
- provide better support and exposure for Mozillian blogs, demos & activities
- supports global events where possible
- double audience, focusing on building 'Supporter' base
Next steps:
- x5 audience by end of 2014
- account verification
- create consistency of content by building accessible internal calendar that encompasses news & updates, social conversation, outreach, networking & content discovery
- acquire 'people' resources (timeshare Graphic Designer & Copywriter for Social Share content)
- improve infrastructure (location on Mozilla.org footer, begin utilizing advertising & marketing tools, etc)
- build internal network to improve content discovery and inputs, ensure people and projects across the organization are supported and celebrated
- build out team to include two #l10n contributors, plus train and support Campaign Leaders
Mozilla Facebook
- Doubled Audience this year (25577 > 49887)
- Averaging 500 new Page Likes per week by years end
- Branched out into Org wide content during last half
Target Audience
Primary Audience: Supporters of the Mozilla Mission, multilingual & globally diverse Mozillian Communities, people interested in Open Source, Open Web, education and digital literacy.
Secondary Audience: Fans of our products, individuals and groups interested in Events and meeting other Mozillians, learning about privacy, acquiring skills, being part of the movement.
Publishing Schedule
Current:
- 1 post per day, 4-6 days per week
- message replies 3x per week, channel maintenance (spam, offtopic & objectionable content removal)
Producer: Rebeccah
Channel Growth & Forward Goals
2013 Action Plan:
- promote Mozilla-wide initiatives and products, with an emphasis on bringing our Manifesto, Mission and History to the foreground
- clarify voice, develop custom content instead of feeds
- capture content style adapted for multilingual audience
- provide better support and exposure for Mozilla highlighted content & Webmaker Initiative
- supports global event campaigns where possible
- double audience, focusing on growing engagement through improved, relevant content
Next steps:
- x5 audience by end of 2014
- create consistency of content by building accessible internal calendar that focuses on Events Platform, Community Page Support, interest based content types
- utilize geolocation to target and support international community growth
- acquire 'people' resources (timeshare Graphic Designer) for custom Share Content development
- build external network to help improve content reporting and discovery, ensure people and projects across the organization are supported, celebrated and aware of how to connect in person
- build out team to include two #l10n contributors, plus train and support Locale Leaders
Webmaker Voice
The words we use should express that there are — and always will be — very nice human beings behind Webmaker.
The people that choose to spend their time online using Webmaker technologies need to be respected. This means never using language to make people feel like we’re smarter than they are, even if they are brand-new to webmaking. Avoid using complicated words or abbreviations that people might not understand. When in doubt, use simple language and spell things out. Remember that many Webmaker users speak English as a second language.
The people who build Webmaker products sometimes get lost behind fancy names like coder, developer, designer or marketer. This strips the soul from what we create! Please refer to actual people or teams when talking about Webmaker. This helps people to feel comfortable approaching us.
- source: Webmaker Style Guide
Webmaker Twitter
- Built up new Audience in three quarters (28 > 2000)
- Averaging 1000 new followers per quarter
- Helped #MakerParty tag gain +7000 hits in five months
Target Audience
Primary audience: - under development Mentors Makers seeking to help others express themselves using the web.
Secondary audience: - under development Makers seeking inspiration, tools, community and mentorship in order to express themselves online.
Publishing Schedule
Current:
- 3-5 posts per day, 7days per week
- 3-6 RT, @replies or MT per day
Producer: Rebeccah, Engagement: Amira, Kat
Channel Growth & Forward Goals
2013 Action Plan:
- to create a fun, hip, 'inspiration & creativity ideas feed' for makers to meet and share cool content while exploring digital literacy curriculum
- a venue for for webmaker mission and platform
- a venue for social share of remixable high quality usermade content, profiles, events
- a support space for conversation and onramps deeper into community
Next steps:
- - under development
Mozilla Webmaker Tumblr
- Built up Audience by +137000 in 2013
- Chased all growth opportunities incl. negotiating Radar spots for #Tech, #DIY, Tech Companies, & Non-Profits
Target Audience
Primary audience: - under development Makers finding cool stuff to try and share, as well as fun content 'of the web' that fits the 'I love the Web' ideology of the Maker Movement we wish to build
Secondary audience: - under development Makers seeking inspiration, tools, community and mentorship in order to express themselves online.
Publishing Schedule
Current:
- 2 posts per day, 5 days per week
Producer: Rebeccah
Channel Growth & Forward Goals
2013 Action Plan:
- to create a fun, hip, 'inspiration & creativity ideas feed' for makers to meet and share cool content while exploring digital literacy curriculum
- a venue for for webmaker mission and platform
- a venue for social share of remixable high quality usermade content, profiles, events
- an on-ramp to Webmaker.org
Next steps:
- - under development
Other Channels
- Currently not in use, excepting occasional support projects for Ignite, Webmaker Promo, Hangout Recordings
- Formerly updated weekly with Webmaker Community Call
- Currently not regularly updated, used for MozFest Gallery & Favorites aggregation
Resources
- Complete Metrics Report Out for 2012-2013 (soon!)
- Social Media Graphics Assets
Contribute
- tbd Sydney
Calendar
- tbd Rebeccah