Download - Making Social Media Work for Your Nonprofit
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Making Social Media Workfor Your Nonprofit
An overview by Trish Perkins
Nonprofit Technology Consultant
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Secretaries…
Paper…
Dictaton and transcription.
Snail mail.
It was a simpler world.
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Now there’s just too much information. It’s too complex.
Isn’t it?Isn’t it?
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Social Media is…
• Social media is people using tools (like blogs and video)
• and sites (like Facebook and Twitter) to share content and
• have conversations online.
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Where are you now?
The first on your block?Early Adopter?
Slow and careful?Resistant?
It’s a tool of the devil!
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About me
• Writer• 2001—began taking courses in Information
Systems. • Nepal and India—working in the NGO space.• VISTA• FaithAction International House• Digital literacy
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Before you leap…
• Web site• Online donations• Email that complies with federal anti-spam
laws• A website analytics tool like Google Analytics
http://www.nonprofitmarketingblog.com/site/is_your_nonprofit_facebook_page_worth_it_measurements_and_analytics_techniq/
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1. Social media are powered by the Internet.
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2. Social media are NOT mass media.
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3. Social media are accessible to any organization or anyone with an Internet connection.
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4. Social media enable people to connect to each other across space and time.
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5. All communications strategies and tools must be driven by the needs and requirements of an
audience, NOT the needs of an organization.
http://www.marketingfornonprofits.org/2008/07/primer-on-social-media.html
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(It’s a conversation.)
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Best In-Depth Primer
www.wearemedia.org
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Best Social Media Guru
Beth Kanterwww.bethkanter.org
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Best 12-Step Guide
Red Cross Social Media Handbook
http://sites.google.com/site/wharman/social-media-strategy-handbook
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1. Get social media savvy yourself first.
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2. Get clear about your goals.
• Use social media to execute your mission. [Your mission statement here.]
• Goal: To create an empowered online community of [your org name here] supporters.
• Goal: To listen to supporters and do better.• Goal…last and iffiest…to raise money.
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3. Start by just listening.
“Social media is not about you. It’s about people’s relationships with you.”
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From Flickr: Colleen AF Venable
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Listening Tools
• RSS• Google Alerts• SocialMention• Technorati• Twitter Search• Delicious
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4. Engage, invite engagement
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Offer your content, invite content
• Share This• Flickr Photos in Creative Commons so people
can download them.• Use videos, upload videos• Retweet your content• Share Facebook items with friends
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5. Give up control
“If you want people to spread your message, you
have to trust them. Let go.”
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What to do when someone comments:
• Thank them.
• Point them to a resource.
• Ask them a question.
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Problem?
• Offer correct information.
• Try to solve the problem.
• Ask them to contact you directly.
• Here’s what the Air Force does:
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http://www.flickr.com/photos/cambodia4kidsorg/3226367547/
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Basic Tools & Sites
Let’s see a few…
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Blogs
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YouTube/Vimeo
Video sharing
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Photo Sharing
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Best Practice
Test everything.
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Measure Everything
• Google Analytics
• Click-throughs to your web site
• Donations - Segment by source
http://www.fundraising123.org/files/Nonprofit911_Nonprofit_Facebook_Page_Worth_It_052510_SLIDES.pdf
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Start Small
• Pick out one channel and get your feet wet (find one that won’t take much time and relates to your org’s goals.)
• Write down your successes. • Write down your challenges. • Ask or listen to the people you connect with about
what worked and what didn't. • Watch other nonprofits and copy and remix for your
next project. • Rinse, repeat.
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Have fun!
…and thanks for coming!
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Credits• Blind Stenographer using dictaphone, Library of Congress collection,
Flickr.com
• Shattered glass, Julian Burgess aka aubergene, flickr.com
• http://www.fundraising123.org/article/your-nonprofit-facebook-page-worth-it-measurements-and-analytics-techniques
• What to do with negative comments?• http://blog.socialsourcecommons.org/2010/06/im-monitoring-social-
media-now-what/
• Airforce Blog response photo• http://www.flickr.com/photos/cambodia4kidsorg/3226367547/