how nonprofits can harness the power of social media
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Social Media for Social Good: How Nonprofits Can Harness the
Potential of the Social WebJune 12, 2012
People’s United Bank Nonprofit Consortium
Danversport Yacht ClubJ Campbell Social [email protected]
“Social Media” – what is it?Any online technology or practice that people
use to share (content, opinions, insights, experiences, perspectives and media).
REAL interactions in REAL time.
“Social Media” – Is it a fad?No. (Sorry!)The platforms may change
(anyone remember Friendster and Myspace?) – but the concept is not going to change.
Social media has revolutionized the way we communicate with each other on a personal and professional level.
Social media has completely changed our expectations of brands, companies and nonprofits.
2012 Nonprofit Social Networking Report98% have a Facebook page with an
average community size of over 8k fans. Average Facebook and Twitter communities
grew by 30% and 81% in 2011, respectively. Average value of a Facebook Like is $214.81
(over 12 months following acquisition).
2012 Nonprofit Social Networking Report73% allocate half of a full time employee to
managing social networking activities. 43% budget $0 for their social
networking activities. The top 3 factors for
success are: StrategyPrioritizationDedicated staff
Why It Is Important for NonprofitsExtension of donor relations – research,
stewardship, cultivation, connection.Public awareness! “We do such great work
but no one has ever heard of us!”Transparency – not operating in a silo.Public accountability.Digging deep into the
“Why would anyone care?” question.We know why.But can we convey it?
Important Notes Before You Begin
Technology is constantly in flux and you will need to be adaptable. Work is never “done”. Need to find a balance.
There is no customer service. Forums, blogs, Help centers
Tools are free (like a puppy is free). Need to invest time in training and/or in staff. Some tools cost a little.
Fear is counterproductive!Connecting with your constituents is never a
waste of time.Don’t compare yourself!
Adapted from Social Media for Social Good by Heather Mansfield
Don’t Put the Cart Before the HorseDo you have:
BlogEmail
Newsletter
Website
Get OrganizedGet buy-in from Executive Staff and Board.Define your goals and objectives.
Raise money?Secure new volunteers?Increase website traffic?Build online brand?Foster social good?Create social change?
Write down 3-4 goals for your social media campaign (can tie with overall marketing goals).
Get OrganizedCreate a Social Media Measurement
spreadsheetAs of the start of your campaign, how
many: Likes, Followers, Blog readers, Email
subscribers Google Analytics
Receive Google Alerts and New York Times alerts for your nonprofit specifically and your industry/cause
Get OrganizedSign up and secure all Vanity URLs
facebook.com/nonprofitorgstwitter.com/nonprofitorgs
Save usernames and passwords in a spreadsheet.
Get a square version of your logo for avatars.
Get OrganizedSocial Media Dashboards & Scheduling
ToolsHootSuiteBuffer
Remember, it is always most effective to login and monitor each site individually.
Follow/Like organizations with similar missions and programs.
Follow/Like other local organizations (no politicians!!)
Get OrganizedStart a simple Editorial Calendar.
Date Facebook Twitter LinkedIn GroupMonday Monday morning photo Question about eventTuesday Weird Homeowner Rules/Stories Wednesday Have a great 4th! (Photo)
Thursday
Helpful tip - Summer - Keeping AC bills down
#ThankFulThursday Friday Fun Friday! - Condo poetry #FollowFriday
Monday
Did you receive your magazine? What did you think of XYZ article?
Tuesday Weird Homeowner Rules/Stories Wednesday Thursday Helpful tip #ThankFulThursday Friday Fun Friday! - Condo movies #FollowFriday Monday Last day to advertise in magazine (link) Tuesday Weird Homeowner Rules/Stories Wednesday Thursday Helpful tip #ThankFulThursday Friday Fun Friday! - Condo TV shows #FollowFriday Monday Tuesday Weird Homeowner Rules/Stories Wednesday Thursday Helpful tip #ThankFulThursday Friday Fun Friday! - Condo trivia #FollowFriday
Get OrganizedMeasure results slowly.
Facebook – Instant Post InsightsTwitter – ReTweets, mentionsWebsite analytics
and trafficBlog trafficEmail newsletter
signups
See what works. Do more of that.
Confidentiality ConcernsClient and staff identities need to be protected
or lives are at risk.Clients will be less likely to seek our services if
they think there is a danger of their identity being revealed.
We may be the target of hostile PR campaigns (women’s rights and gay rights organizations).
Confidentiality Concerns“Best way to protect confidentiality is to think
about humans as much, if not more, than the technology.”Jayne Cravens, TechSoup Community Forum Manager
Ensure that every employee and volunteer knows:
What info should be confidential and WHY.What do breaches look like – online and offline.Consequences.Must be addressed and discussed frequently –
part of the culture! More info at: http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564
Confidentiality ConcernsWhat should ever be
shared in writing?What should not?
Email Organization’s
network/intranet Website Blog Own individual Facebook,
LinkedIn, Twitter accountsNeed clear, concise, explicit
policies with examples. Think HR
handbook/protocols. More info at: http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564
Social Media Policy – Internal Should provide basic guidelines to staff
members and volunteersMessage should be one of education and
empowerment, not control and restriction.Short and sweet.
What to put in it – Follow HR’s lead:What is appropriate to post.No Friending clients. (Example)Overview of privacy and legal issues.General rules about using social media during
office hours.
Social Media Policy – ExternalTo post on your Facebook
Page (About), LinkedIn Group, Blog description, anywhere people are interacting.
Guidelines for your online communityWhat will be deleted –
spam, obscenity, self-promotion, events not approved by us, identifying information
What is encouraged – questions, comments, photos of our events, testimonials
Should be welcoming.
Facebook 101The place where people go to
connect/reconnect with friends and family. People come to Facebook to make personal
connections and to have fun. Strategy – Help supporters feel more
connected to your organization; show them who you are as individuals; help them connect to each other.
Share “behind the scenes” photos and videos, ask questions, share compelling statistics and success stories.
Easy, light, fun. Include media with all posts – links, photos, videos.
Twitter 101A space where people share the content that
excites them, in short 140 character bursts. The link reigns supreme! Strategy – Don’t get too personal; share the
best content you can find; drive traffic to your website; get people to “ReTweet” your content; follow people who have lots of followers and ask them to spread your message.
ReTweet, Thank – create good Twitter karma.Statistics, quotes, links. Be creative!
LinkedIn 101A professional network where people go to
build networks and connect to resources.Strategy – Unlike Facebook, people actually
want to talk about work and work issues on LinkedIn. Longer, wordier responses, more professional tone.
Look for potential employees and volunteers, share professional networking events, Board opportunities, join Groups and ask questions and start discussions.
Very good for donor prospect research, recruiting volunteers and staff members; also promoting thought leadership on an issue.
What will I post/tweet about?• Industry blogs,
newsletters, websites
• Google Alerts & New York Times alerts
• Competitors• Success Stories• Inspirational
quotes• Reached a goal• Want input on
an issue
• Events, anniversaries, celebrations, birthdays
• Email newsletter• Tie current
events to your cause/issue
• Read everything and follow everyone!
• Figure out what’s working for other nonprofits and adapt it!
Take AwaysDon’t compare.Don’t get discouraged.Get training.Get professional help. Do it in bite-size pieces. Do what’s manageable. Have realistic expectations.Less is always more. Quality over quantity.Go off-topic. Have fun!
Julia’s Social Media Philosophy
Social media is a TOOL – it is not a silver bullet.
In other words, you still need a compelling cause and good message.
Integrate it with an overall marketing campaign, just as you would other tools (direct mail, newsletter, website, ads).
Julia’s Social Media Philosophy
Not all social media channels are right for your nonprofit.
Pick and choose. Do a few well than many poorly.
QUALITY over QUANTITY – one quality Facebook post per day (or every few days) is worth more than 100 posts that get you unliked or unfollowed.
To learn more:www.johnhaydon.comwww.bethkanter.orgwww.nonprofitorgsblog.org www.hubspot.comwww.jcsocialmarketing.com
Questions, comments, feedback?
Email: [email protected]: www.jcsocialmarketing.comCell: 978-578-1328Twitter: @skullsflyingFacebook:
www.facebook.com/jcsocialmarketing