![Page 1: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/1.jpg)
Nonprofits & Social Media
Presented by:Georgette Dumont, Ph.D.
Sponsored by:
![Page 2: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/2.jpg)
Introductions
Georgette (Gette) Dumont, Ph.D. BA, Communication Studies, RWU MPA, BSC Ph.D., Political Science, NIU Study NPOs’ adoption of internet
technologies Consultant for nonprofits Study social media adoption and
use
![Page 3: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/3.jpg)
Objectives for today Common understanding of Social Media
Importance of align SM strategy with mission & goals
Benefit of using a mix of Web 2.0 tools
Introduction to common social media & social networking sites Facebook LinkedIn Google (+ and places) Twitter Blogger/Wordpress
![Page 4: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/4.jpg)
Social Media
![Page 5: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/5.jpg)
Social Media
Inclusive Dynamic Relationships Promoting ideas, attitudes and
behaviors.
![Page 6: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/6.jpg)
Social Media (SM)
Traditional Media
Television Newspapers Radio Mail Brochures Community
groups/associations /word-of-mouth/chatting
Newsletters
‘New’ Media
Online Video Online news papers Podcasts E-mail Websites – plus! Online social networking
communities E-newsletters
Brings traditional media online
![Page 7: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/7.jpg)
The Internet1990sMainly one-way communicationAbility to control contentOne-to-many communication
2000sWeb 2.0/ Social media
• One-to-one, one-to-many, many-to-many communication
• Individuals can broadcast to the world
• Open participation
• Decreases costs of communicating
• Allowed for social media to flourish
![Page 8: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/8.jpg)
Social Media Opportunities
Establishing the organization online
Promote events and action
Find new members interested in your mission
Align online presence through linking
Informal outreach tool for relationship building
Strength preexisting relationships
Quick feedback
Donations
![Page 9: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/9.jpg)
Benefits of SM – Duval County, FL
Incre
ase t
raffic
to W
S
Mov
ed pe
ople
to ac
tion
Email li
st
Donati
ons
Info
rm co
nstit
uent
s
Sprea
d Inf
o
Enhan
cing R
elatio
nshi
ps
Unders
tand C
onsti
tuen
ts
Find
New
partn
ers
Foste
red di
scus
sion
Built
activ
e onl
ine c
ommun
ity
Enhan
ce on
line p
resen
ce
Incre
ase o
rg aw
arene
ss0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
67%62%
52%
24%
84% 85%
76%
49%
42%
56%
63%
81%86%
28% 28%
16%12%
49% 50%
39%
20%
30%26%
34%
50% 50%
Facebook (N=97)
Twitter (N=74)
![Page 10: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/10.jpg)
Social Media
Social Networking sites Facebook MySpace LinkedIn Google+
Check-in/locators Google Places Four Square
Blogs Word Press Blogger Tumblr Twitter (micro-blogging)
Collaboration Wikipedia/Wikis
Social Bookmarking Google Reader Delicious
Video/Photo Sharing You Tube (video) Flicker Picasa
Virtual Worlds Second Life
![Page 11: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/11.jpg)
First steps
![Page 12: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/12.jpg)
Utilizing Social Media
Make a plan and have realistic goals
Construct a social media policy
Align social marketing strategy with org’s mission, programs, and goals
Define your audience – there is no general public
Where are they online?
What groups/networks are they involved in?
Link your social media tools to each other
![Page 13: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/13.jpg)
But how do I start?
Listen… to your board
Listen… to your volunteers
Listen… to your members
Listen… to your donors
Listen… to your supporters
Listen… to you advocates
Listen… to similar organizations
Listen… to topical current events
Listen… online
![Page 14: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/14.jpg)
Listening tools
Google Alerts
What’s being said online about Your org Your cause
Social Media Groups (discussed soon…)
![Page 15: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/15.jpg)
Social Media Plan
How can SM help achieve program goals (and ultimately the mission)?
Involve stakeholders in developing ideas
Get the Board on board
Decide how to measure your ROI (Return on Investment)
Start small – don’t take on too much!
![Page 16: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/16.jpg)
Social Media Alignment
Mission
Goal 1
Task 1
Traditional
marketing
SMM
Task 2
Goal 2
Task 1
Traditional
marketing
SMMTask 2
Task 3
Task 3
![Page 17: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/17.jpg)
Framing Social Media
Define your goals
Identify your audience
Target the message
SWOT analysis of best tool(s) to use
Implement
Measure
Adjust
![Page 18: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/18.jpg)
Finding your Audience
Listen.. to what they are saying
Ask… where they go online
Observe … where they are
![Page 19: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/19.jpg)
Social Media Marketing Tools
![Page 20: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/20.jpg)
Target the message
Keep it short
Scannable
Use links!
End with org’s tag line
![Page 21: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/21.jpg)
E-newsletter
Short blubs with a … read more link
Links to org’s Web site
Link multi-media
Use visuals whenever appropriate
Target audiences – may want more than one e-
newsletter
![Page 22: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/22.jpg)
Web site
•Not too cluttered
•Easily to navigate
•Keep it interesting!
•Content is key
•Use multi-media tools
•Video
•Audio/Podcasts
• Mobile Web
![Page 23: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/23.jpg)
Blogs
•Easy to use blogging platform
•Keep followers updated on news
•Link to interesting topics/sites
•Helps to work faster
![Page 24: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/24.jpg)
![Page 25: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/25.jpg)
![Page 26: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/26.jpg)
Social Networking
Can help accomplish goals Increasing visibility Raise awareness of issues dear
to your org. Easy way to share information Coordinate supporters Get ideas and feedback Share news/information/videos/
etc.
![Page 27: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/27.jpg)
• Professional site
• Personal profiles
• Organization profiles
• References
• Group pages
![Page 28: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/28.jpg)
![Page 29: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/29.jpg)
![Page 30: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/30.jpg)
•What happens on Facebook, stays on Facebook
•Good to find similar organizations
•Strengthen existing relationships & build new ones
•Easy for people to follow you – posts go into their news feeds
![Page 31: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/31.jpg)
![Page 32: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/32.jpg)
![Page 33: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/33.jpg)
![Page 34: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/34.jpg)
MySpace
•Younger crowd
•Same basics as Facebook
•Music oriented
![Page 35: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/35.jpg)
Google+
Newest networking site
Circles
More control
Hangouts
Nonprofit pages out in the Fall
![Page 36: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/36.jpg)
![Page 37: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/37.jpg)
![Page 38: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/38.jpg)
![Page 39: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/39.jpg)
•Answer “what are you doing”
•140 character maximum “tweets”
•Groups
•Hash tags
![Page 40: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/40.jpg)
![Page 41: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/41.jpg)
![Page 42: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/42.jpg)
Google Places
Add you business
Location
Reviews
Do same on Four Squares
![Page 43: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/43.jpg)
![Page 44: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/44.jpg)
YouTube
•Multi-media platform
•Upload video
•Users rate it
•Comment section
•Can be linked to FB, MS, Blogs, e-newsletters, etc.
![Page 45: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/45.jpg)
![Page 46: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/46.jpg)
![Page 47: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/47.jpg)
Next steps...
![Page 48: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/48.jpg)
Now
Build your social media presence Make sure your supporters know
you are out there Email signature Newsletters Web site Brochures
Volunteers ‘Friend’ them They can be a fan of your
cause Write about their experiences
![Page 49: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/49.jpg)
Next
Align tools with mission, objectives, and goals
ID where your stakeholders are
Build authentic relationships
Decide best ROI measurements
Collect data
Revise and refine
![Page 50: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/50.jpg)
Things to remember
Social media are tools – not products
Mission/goal/social media alignment is crucial
Need to interact!!!
Develop a complimentary mix of tools
Target your audience
Consistency in message and promotion
![Page 51: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/51.jpg)
Questions
![Page 52: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/52.jpg)
Further reading:
Books Social Media for Social Good, 2011 Managing Technology to Meet Your Mission, 2009 Social Media Marketing: An Hour a Day, 2009
Web sites/blogs Nonprofit Organizations:
http://nonprofitorgs.wordpress.com Beth’s Blog: http://www.bethkanter.org/ Nonprofit Technology Network www.nten.org Nonprofit News Online http://news.gilbert.org/ Tech Soup http://www.techsoup.org/ Nonprofit Technology News
http://www.nptechnews.com/
![Page 53: UNF NP Management Conference 2011 Nonprofits and Social Media: An Introduction](https://reader035.vdocuments.us/reader035/viewer/2022062702/554b4c46b4c905cd2c8b5525/html5/thumbnails/53.jpg)
Thank you!