zero to social 201
DESCRIPTION
Social media for nonprofits, including on your GlobalGiving project page. This presentation has some background on social media, how it's used in daily life, some best practices, but also some strategic planning suggestions.TRANSCRIPT
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