scatena daniels social media for non profits
DESCRIPTION
Scatena Daniels' presentation Social Media for Non Profits that was shared at Social Media Camp San Diego 2011TRANSCRIPT
Time Suck or Smart Connections?Social Media Strategy
for Non-Profits
Denise Scatena & Arika Daniels
Founding Partners
Scatena Daniels Communications
About Us
• 25+ years experience
• Founding Partners, Scatena Daniels
Communications
• Media relations, community relations
• Marketing campaigns
• Health care, Non-profit, technology, retail, tourism,
recreation, hospitality, cable television, etc.
Agenda
• Why Social Media for Non-Profits?
• Working Smart in Social Media
• The role of the publicist and development team
• How to Get Started or Resuscitate Your Social Media Program
• Getting Organized and Delegating Responsibilities
• Questions/comments/discussion
Challenges?
• Some tools are free, but takes time to strategize and create content
• Lack of continuity in posts• Burn-out• Distraction -- “time suck”• Lack of measurable achievement• Your turn
Why Social Media For Non-Profits?
• A form of development and communications• Share stories, examples of milestones,
accomplishments and good works with broader community
• Advocate on behalf of your clients and consumers• Fundraising• Reach current and potential volunteers• Customer service and community building• You have more control of the content
Social Media is a Formof Public Relations
• PR creates and maintains awareness• Communicates news, information, and requests for help• Expert positioning of leadership• Reassures donors, volunteers that their time and financial
support is appreciated• Helps tell the organization’s story• Sets you apart from your competition -- why the public and
foundations should support your organization versus another organization
How is PR Accomplished?
• Media Relations (reporters, editors, etc.)• Community/Government Relations• Social Media Relations (Facebook, Twitter, etc.)• Special Events (activities and programs)• Video & Photos
And all of these have a social media component!
Working Smart in Social Media
• Establish social media policy• Identify key people to participate and share
content• Create a list of pre-approved topics• Create a system where information can be posted
without many hurdles of approval• Create an editorial calendar, include in
development calendar too!• Create measurable objectives
Working Smart in Social Media
• Use a scheduling program (i.e. Hootsuite)• Use a dashboard to monitor and interact across
platforms• Set a timer or alarm to focus your time each day• Identify key influencers and those you want to
cultivate to help you spread message• Identify your “voice”
Measurable Objectives
• Increase your database (by XX%)• Increase awareness• Establish and maintain relationships with media,
elected officials, and other decision-makers• Increase donations (in-kind & financial)
Getting Started
• Ensure you have buy-in from leadership• Decide on channels that are cost-effective and
are most likely to reach your target audiences• Create implementation calendar to phase-in
various channels at a steady pace• Create goals and measurable objectives to
achieve and keep on track• Create social media policy
Resuscitating Your Social Media Program
• Ensure you have buy-in from leadership• Create or revise social media policy• Decide on channels that are cost-effective and are most
likely to reach your target audiences• Delete the ones you do not want to use• Create implementation calendar to phase-in various
channels at a steady pace• Create goals and measurable objectives to achieve and
keep on track• Create template to easily gain message approval
Getting Organized
• Measurable objectives• Identify who you want to grow relationships with• Timeline• Empower staff and/or volunteers to help manage program• Safe topics list• Passwords• Scheduling program• Take photos & videos, store in central location
Social Media is Effective
• Share breaking news
• Post calls to action
• Ask supporters to donate
• Share stories, videos and photos from events
• Share stories from the field
• Share resources
• Highlight press coverage
• Interview experts, volunteers, donors and board members
• Offer local perspective to a national or regional story
Case Studies / Examples
• Senior Community Centers
• San Diego REPertory Theatre #vibratorplay
• Mama’s Kitchen #mandiego
Suggested Safe Topics
• Event announcements• Beginning of a new project, program or policy, etc.• Human interest stories• Clients overcoming adversity, etc.• Holiday-related ideas• Nutrition and health trends among clients• Lifelong learning activities and events• Volunteers and corporate donations• Cultural diversity
Great Articles / Resources
• www.pewinternet.org• www.mashable.com “charities” “non-profit”• Photo tip sheet• Video tip sheet• Message template• Safe Topics list
Questions? Let’s Discuss.
Thank you!