zero to social 201

From Zero to Social

So you want to be more social?

OK…Let’s Go

What is Social Media?

Yikes!

Social Media

Plus….

is YOU

Collaboration

You

read the paper

You

drink coffee

You

listen to the radio

Yougo to a conference

You

eat dinner

Youwatch TV

You

give to charity

Where do I start? What are your objectives? Is your audience is already on a network? Does your organization specialize in a media that has its

own network? (video, photos, blogging, products) Does your country or region have its own popular

network(s)?

First Steps Only commit to as many networks as you have resources

for. Identify a lead, create guidelines fitting to your

organization Know your allies and stakeholders Identify your audience

What can I talk about? News Events Pictures Beneficiary stories Articles about your org Articles about your cause Donor opportunities Feedback (good and bad) “insider” information Videos

Questions for your network

New features Links from partners or

blogs Promotions for others Volunteer opportunities Job openings Crowdsource for solutions

Social Media 90 Day Plan

30 DaysEstablish GuidelinesIdentify and/or train allies and

stakeholders Set business prioritiesSecure branded platformsSet goals and strategies

Social Media 90 Day Plan

60 DaysDefine targets you want to engageStart sharing and testing messagingPromote your wins

Social Media 90 Day Plan

90 DaysReview progressIdentify next steps for budget,

organization and trackingIntegrate with other communications

platforms and strategies (print, web, speeches, events, etc)

Tips for Twitter Be authentic Start and reply to conversations, especially ones about

you or your cause Stick to 140 characters…or fewer if you want to be RTed Your RT magic number = 140 - (username + 6). Keep

your tweets under that number of maximum RTing. Remember the 80/20 rule – don’t only talk about yourself.

80% engaging, educational and informative, only 20% about the brand.

Be conversational; ask questions, give opinions, share feedback; provide news.

Tips for Twitter Facebook and Twitter are not the same platform. Post

separately @ include people and orgs when you refer to them so they

know you’re talking about them. Do a simple Google search if you don’t know their name.

Use a URL shortener to save space: bit.ly, ow.ly, tinyurl, etc Follower count is about quality not quantity Twitter updates are not Facebook status updates Use Twitter to crowdsource Use Twitter to gain momentum for events and create in-

person relationships. Have a Tweet-up! www.twtvite.com

Twitter Client Twitter.com TweetDeck HootSuite Seesmic SMX: Thrive Mobile

Twitter Directories WeFollow Just Tweet It Twellow Mashable’s Twitter List Directory Others’ Twitter Lists

How to use Facebook Regular interaction, but mind the 80/20 rule Post articles, pictures, questions and commentary Enable feedback on your wall and posts You might get negative feedback, but that’s ok! Let your

fans defend you. They will, unless it’s a true problem. You can have a rule about civility or offensive language Facebook and Twitter are not the same platform. Post

separately. Add comments or questions to articles you post. Think about ways to engage your fans where they

already are – on Facebook.

How to start on Facebook DON’T: Set up a user profile for your org. Profiles are for

people; Pages are for organizations DO: Keep your page name short and relevant DO: Use your logo as your picture DO: Fill out your information tab thoroughly and

completely DON’T: Auto-feed an RSS onto the page DO: Be authentic, engaging and honest

Resources Social Media Revolution NameChk – find out if your org name is registered Social Media ROI – how to justify what you’re doing Facebook Page Best Practices – by Zoetica So you want a Facebook Fanpage for your Nonprofit? – by Beth

Kanter How Charities are Finding the Good with Facebook Fanpages (case

studies) Facebook Bestpractices for Nonprofits (beyond the basics) 26 Slideshares on Social Media for Nonprofits 10 Facebook resources for nonprofits Social Media Starter Kit – by AARP Mashable’s Social Media Page