BSA and Social Media
BSA Public Relations
The Engagement Imperative
• The 100th anniversary changed everything.
• Media, and how Americans consume it, has
• There are new expectations from and of the BSA
and its leadership.
• The BSA can’t talk at people, but must engage
them in a conversation.
• We will always communicate through the media,
but new realities require a new framework of
“Engagement.” It puts PR in a central position in
both communications and business strategy.
• We must share the BSA’s messages and originate
stories while amplifying ideas, greater
discussion, and action.
The Most Important Questions
Anyone Will Ever Ask You
About Social Media …
Social Media Stats/Facts
• Over the past five years, the amount of time that people
spend on social networks has doubled.
• Facebook now reaches 73 percent of the total U.S.
Internet population each month.
• About 7.5 million active Facebook users are lying about
their age -- they're younger than 13.
• The average age of a new Facebook user is approaching
40 years old. The two fastest growing groups of
Facebook users are adults ages 55 to 64 and 65-plus.
• Seventy-one percent of U.S. adults used video-sharing
sites in May, compared to 66 percent a year earlier.
• Facebook is a good place to start.
– Free, easy to set up, simple to maintain
• You’ve got a Facebook account, now
– Post a week’s worth of content (can be
– Send out an e-mail to key people to have them “like”
the page and encourage their networks to follow the
– Place a “Follow us on Facebook” link on the Council
website that clicks through to the Facebook page.
– Consider including a “We’re on Facebook” note on
e-newsletters as well as printed mailers.
• Content is king.
– Consistency is key on social media – post
quality content regularly (but avoid over-
– Vary the content type to keep it interesting.
– Develop an editorial calendar and stockpile
stories to share.
Engage Your Audience
• Transition to a true engagement model.
– Ask your followers questions
– Foster discussion about various issues on your
Obligatory Famous Quote Slide
• “Good writers borrow. Great writers
steal.” – T.S. Eliot
(T.S. Eliot was NOT a noted expert at writing social media
posts, but he was an expert at writing poetry)
Some Councils You Should Follow
• Capitol Area Council
• Mid America Council
• Denver Area Council
• Northern Star Council
• Viral Merit Badge Video from Northern Star Council:
• Bryan on Scouting blog:
• Embedded on Council Website:
• BSA Facebook post:
• Summit Adventures in Service video series
– On Facebook:
– On YouTube: http://youtu.be/yTkTYLMqCMM
– On a website:
• San Diego Union Tribune BSA Fit (ScoutStrong)
story as post and as lead-in to larger program.
– Facebook post:
– BSA Fit website:
Social Media Guidelines
• Youth Protection