how nonprofits can harness the power of social media

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 Marketingwww.jcsocialmarketing.comjulia@jcsocialmarketing.com

“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: julia@jcsocialmarketing.comWebsite: www.jcsocialmarketing.comCell: 978-578-1328Twitter: @skullsflyingFacebook:

www.facebook.com/jcsocialmarketing