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Is social media right for your nonprofit?
The document is a presentation on the strategic use of social media for organizations, emphasizing the importance of having a clear mission, engaging storytelling, and community involvement. It discusses various social media platforms and how to leverage them effectively, including setting goals, measuring success, and building a supportive community. Key takeaways include aligning social media strategy with organizational values and using community resources to enhance impact.
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Is social media right for your nonprofit?
- 1. Social media: Isit right for your organization? AFAP Partners Workshop May 27, 2012 JD Lasica Founder, Socialbrite.org [email protected]
- 2. What we’ll covertoday Strategy before tools Twitter tactics Facebook tactics Storytelling Use your community Hugs, tearful goodbyes
- 3. One bit ofhomework! http://socialbrite.org/afap Flickr photo “relaxation, the maldivian way” by notsogoodphotography
- 4. Today’s Twitter hashtag Tweet this preso! Hashtag: #afap12 @jdlasica Creative Commons photo on Flickr by Prakhar
- 5. 10 color handouts—behappy! http://socialbrite.org/afap
- 6. Socialbrite Sharing Center http://socialbrite.org/sharing-center
- 7. THE ECOSYSTEM Types ofsocial media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing
- 8. L AY TH E G R O U N D W O R K Big picture reality check Before we talk tools, technology or campaigns, do a self-assessment with your team. Why are you doing this? What core values drive your organization? What change would you like to see in the world? Is there clarity about what your organization is trying to achieve? Why should people care? Do you have an idea worth spreading?
- 9. Before you plungein ... Understand that social media is a series of stages: crawl, walk, run, fly Do you have a social media policy or guidelines? Do you have a Strategic Social Media Plan in place? Are you listening to your constituents & community? Have you built a program before you turn to a campaign? Have you identified and trained your team members?
- 10. Have you defineda clear theme? Boil down your cause to a strong, single sentence Vittana: Help anyone go to college Alter Eco: Support fair trade ActBlue: Elect progressive candidates DonorsChoose: Support public classrooms in need
- 11. Create a StrategicPlan 360 assessment of social media capabilities Spell out goals Identify online community Proposed use of social tools & platforms Recommendations on Action Plan & timeline Lay out metrics program Peer analysis
- 12. E S TAB L I S H B U S I N E S S G O A L S How can you use social media? 1. Raise public awareness of your mission or cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission
- 13. Map metrics togoals Business goals Things to measure • Grow email list # newsletter subscribers • Online visibility, branding increase in traffic or linkback #s • Increase comments on blog avg. # comments/post • Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks • Have visitors stick around stick rate, bounce rate • Make our content more viral # of shares • Get people to take action # of petition signatures • Get people to attend event # of registrants, year over year
- 14. Build community, noteyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
- 15. TWITTER 70% Twitter useoutside U.S.
- 16. TWITTER Make Twitter workfor you Staff should be trained on how to use Twitter. Not a broadcasting medium to just distribute press releases or your headlines. Start by listening & observing. Be yourself, be conversational, lose the marketing jargon. Use it for outreach, soliciting ideas, customer support, to announce events, to recommend articles, to identify experts. #1 traffic driver: retweets. Use ‘Please RT’ strategically. Tweets with a URL are 3x more likely to be retweeted. Twitter drives 4%+ of traffic to NY Times, Facebook, etc.
- 17. The right wayto tweet Australian Social Innovation Exchange @AuSIX 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
- 18. Use Twitter strategically Search by location
- 19. Tweeting about povertyin Sydney
- 20. FACEBOOK Facebook: The socialnetwork 900 million members worldwide — 57% of global members use it every day 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
- 21.
- 22. Secret groups onFacebook facebook.com/groups
- 23. FACEBOOK Get into thosenews feeds! edgerankchecker.com Article: http://bit.ly/edgerank-checker
- 24. S T ORY T E L L I N G : C O N T E N T & C O N V E R S AT I O N The power of storytelling Cave drawing, Lascaux, France, 17,000 years ago
- 25. Your nonprofit isa media outlet Awareness > Influence > Action > Impact
- 26. STORYTELLING Tell a personalstory Find emotional core, use videos or photos to make us feel invisiblepeople.tv
- 27. Find your internalstorytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts
- 28. USE YOUR COMMUNITY Don’tdo all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
- 29. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.
- 30. Use social lovehandles! Generate an Attention Wave for your cause
- 31. The awesome powerof free Free content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio Techsoup Free services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social Media Free software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla
- 32. flickr.com/creativecommons Creativecommons.org Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!
- 33. Integrate social intothe culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
- 34. Key takeaways Beginwith an aligned strategy Then use the tools to engage Tell your wonderful stories Use your community — your biggest resource: your supporters!
- 35. Don’t settle forthe status quo If you do not change direction, you may end up where you are heading. — Lao Tse
- 36. Thank you! JD Lasica, founder Socialbrite: Social media consulting for nonprofits email: [email protected] Twitter: @jdlasica @socialbrite Tons of resources at http://socialbrite.org/afap