19-27 August 2017

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19-27 August 2017
19-27 August 2017

Social Media Tips

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As part of National Heritage weeks promotional activities a national campaign kicks off in early summer. This involves PR and digital marketing including a website and a social media campaign. If your organisation has an account on Facebook or Twitter make sure to follow National Heritage Week.


There are currently over 2.75 million people in Ireland on Facebook. Facebook guidelines state that anyone who wishes to represent an organisation, business, charity to non-profit should use a Facebook business page.

The benefits of using a Facebook Page:

  • Visibility: Facebook pages are visible to everyone on the net and they have much better visibility in search engines than using a personal account.
  • Reach: Any Facebook user with an account can connect with pages by liking your page and receive updates in their newsfeed.
  • Facebook Scheduling: Posts can be scheduled up to six months in advance with 15 minute intervals and content can be viewed by the Admin under the ‘Activity Log’.
  • Multiple Admins: You can have more than one person managing your page – so if your team expands in the lead up to your event you can add more Administration Managers.

Tips for Facebook:

  • Tell your organisation’s story by sharing ‘Rich Content’ – videos, links, images
  • Share quality, interesting content that is relevant to your fans
  • Post regularly so fans are reminded about your organisation more often
  • Respond to fans: if your fans leave comments, critical or otherwise, have a plan in place on how to respond in a timely manner.

Measure & Track your page: Record the number of fans (or “Likes”) you have on the first of every month to see what your growth looks like.

  • Look at Post Reach (under Insights) to see the virality of your content on Facebook, i.e. how far it’s being shared or talked about
  • Post your Heritage Week events on the Heritage Week Facebook page, and other pages in your locality (local tourism or event promotional events)
  • Personal Profiles can be easily converted to pages without compromising your current fanbase – they will convert over to likes on your new page. To do this click here and follow the instructions: https://www.facebook.com/help/175644189234902/

Facebook Insights

  • Find out more information about your fans – their age, sex location, what time of the week are the online and what type of content they like.
  • You can access this information through the insights section of your business page admin section


Twitter is a microblogging service, where users send tweets, which are messages with a 140-character limit. Users must create accounts, and unlike Facebook, there is no difference in personal or business accounts.

Businesses can create their own profile and follow users, as can personal accounts. Visit www.twitter.com to set up your account and make sure to follow Heritage Week.

Twitter is based on real time posts – your newsfeed is populated with posts from other users within the last few minutes. Most people access and post to twitter via a smartphone.


The # symbol, called a hashtag, is used to mark keywords or topics in a Tweet. It was created organically by Twitter users as a way to categorise messages. Hashtags are very popular for event marketing as it’s very easy to follow conversations about specific topics. These days, TV Shows, concerts, album launches and even food products come with a hashtag.

Tips for using a Hashtag

  • Using the hashtag sign # before a keyword or phrase (no spaces) in a Tweet creates a hyperlink that, when clicked, shows all posts containing the same hashtag
  • In Ireland, local communities use hashtags about their locality, e.g. #Dublin, #Galway, #Limerick
  • Tourism Agencies also have their own hashtags for marketing campaigns like #LoveDublin or #Limerick2014
  • For Heritage Week 2014, we will be using #HeritageWeek – we’ll be capturing tweets from around the country shared by participating venues as well as visitors to events.
  • Hashtags occur anywhere in a Tweet – at the beginning, middle, or end.
  • It’s acceptable to use two hashtags – one to refer to a topic and the second to refer to a location. You could use #HeritageWeek #Galway in a tweet.

What to share on Twitter?

  • Pictures – they do tell a thousand words when 140 characters is the limit!
  • Updates from events and happenings in preparation for Heritage Week
  • Facts and figures about your organisation – do you have any historical information about your organisation or event?

#HeritageWeek Awareness
It’s important to tell visitors to your venue or attendees at your event that you are using a hashtag so they use it on their own social media channels – this is how we crowdsource a conversation around Heritage Week.

Some tips:

  • Tell visitors to your organisation about the hashtag
  • Tell your staff about the hashtag – esp FOH staff so they can remind visitors to post about their visit
  • Print the hashtag on the front of promotional materials – posters/flyers/balloons
  • Tell your local media about the hashtag by adding it to your press release


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