Maximizing Social Media Effectiveness for Hospice

Organizations

Laura Deaton

What Social Media is Good For

– Extending existing marketing and communications strategy.– Bringing up-to-date and accurate information to where

people are already spending time– Listening to what audiences have to say.– Building partnerships. – Learning from colleagues. – Having a two-way conversation and supporting peer-

generated content.

Excerpt from: Aids.gov

Opportunity – Local/Regional Reach

• Great way to reach people in local or regional areas.

• Most Florida Hospice orgs are community-based.

• Especially important if other business is involved like Thrift Shop.

Opportunity – Website Synergy• Most Florida Hospice orgs

have websites (some don’t!)

• Some part of parent orgs with site but no separate presence for the Hospice.

Flickr:bull3t

• Usually very static content or have a dedicated Webmaster or technical volunteer to keep updated.

• Social Media - No technology expertise requ’d once set up.

Opportunity – Interconnection

• You don’t have to do it alone. • Leverage the power of many.• Turn your Board, staff, and volunteers (and even

donors) into social media evangelists.

Source: http://socialreporter.com

/?p=516

Opportunity – Creative Re-Use

• Photos/Videos• Press Releases/Event Invites• Brochures/PDF documents/Presentations• Anything you can think of!

Best fit is 30-49 age group. Interested in:•Whether or not a nonprofit is successfully

making an impact (75%)• Learning about organizations that are actively

working on issues and causes they care about (62%)• Success stories and updates on the progress

of the nonprofits they support (54%)

Opportunity – Friend Raising and Fund Raising

11 Common Fears1. We won’t have control over the conversation.2. Our company has to worry about privacy.3. Our demographic isn’t online.4. Our users won’t connect with us.5. What if we fail?6. We fear spending to much time without results.7. What if people criticize us?8. I don’t trust my staff to handle our social media.9. We don’t have a budget for social media.10. We don’t have enough staff for a social media campaign.11. I don’t know where to start.

Source: Lani Rosales, New Media Labhttp://nmlab.com/blog/11-social-media-fears-and-overcoming-them-now

We’re going to focus specifically on:

OVERARCHING PRINCIPLES

To maximize…

• Always cross-promote.• Focus on creating two-way conversations.• Use the tools to “marry” yourself to your

community to reach folks that you might not otherwise reach.

• Be personal and personable. Real-time conversation is “conversational.”

• Carve out specific time.

TWITTER TIPS

Socialnomics re: Twitter http://w

ww

.youtube.com/w

atch?v=sIFYPQjYhv8

TALK ABOUT EVERYTHING YOUR HOSPICE IS DOING

Twitter Tips

Kansas City Hospice -TwitterSource: htt

p://twitt

er.com/kchospice

TWEET YOUR DASHBOARDTwitter Tips

Fundraising Dashboard

Volunteer Recruiting Dashboard

Dashboard Updateshtt

p://twitt

er.com/sfh

uk

FOLLOW, LEARN & SHARETwitter Tips

San Diego Hospice - Twitterhtt

p://twitt

er.com/SanD

iegoHospice

THANK, THANK, THANKTwitter Tips

San Diego Hospice - More

ADD COOL TWITTER BACKGROUNDS

Twitter Tips

Severn Hospice (Wales) - Twitterhtt

p://twitt

er.com/severnhospice

Hospice of the Comforter (FL) - Twitterhtt

p://twitt

er.com/H

ospiceComfortr

MECHANICSTwitter Tips

How to start Tweeting

• Read this: http://econsultancy.com/blog/3780-a-20-step-starters-guide-to-using-twitter-efficiently

• Create a free account on Twitter. Name important; short and unique.

• Decide if you’re going to Tweet as a person or a business.

• Upload a picture or logo and bio.• Start following people and organizations.

Cont’d Twitter Use

• Tweet at least a few times a week, building to a few times a day.

• Follow people who follow you (check for spam)• Re-tweet good posts from others.• Use #hashtags like #ABChospice• Link with website, Facebook, blog• Scheduled tweets via Twitter Apps like Hootsuite

or Twaitter.• Build and share Twitter lists.

FACEBOOK

Socialnomics re: Facebook http://w

ww

.youtube.com/w

atch?v=sIFYPQjYhv8

THE WALLFacebook Tips

San Diego Hospice – FB Wall

Ashgate Hospice (UK) – FB Wall

Niagara Hospice (NY) – FB Wall

Niagara Hospice – FB Wall

Niagara Hospice – FB Wall

Rainbow Hospice – Info Tab

San Diego Hospice – Blog Tab

Integrating Video - FB

Integrating Video-FB

Integrating Events - Facebook

Rainbow Hospice (IL) - Events

Rainbow Hospice - Events on Wall

Niagara Hospice Facebook Events

Detailed Event View

Rainbow – FB Support Tab

Rainbow – FB Twitter Integration

Facebook Causes

MECHANICSFacebook Tips

Getting Started On Facebook

• Set up an individual administrator account to link to.

• Read Beth Kanter’s blog and all links: http://beth.typepad.com/beths_blog/2009/05/so-you-want-a-facebook-fan-page-.html

• Become a fan of this: http://www.facebook.com/nonprofits

YOUTUBE TIPS

Socialnomics re: YouTube http://w

ww

.youtube.com/w

atch?v=sIFYPQjYhv8

YouTube for Nonprofits

• charity:water raised $10,000 in one day

• Includes donate button, call-to-action overlay, channel listings, ability to request volunteer film-making support

• Film school?

http://www.youtube.com/nonprofits

YouTube Searchhtt

p://ww

w.youtube.com

/watch?

v=sfL0IxLGcu4

YouTube Stats

YouTube Stats

YouTube Comments

More Hospice Videoshtt

p://ww

w.youtube.com

/watch?

v=qZ2iA6kXovY&feature=related

More Hospice Videoshtt

p://ww

w.youtube.com

/watch?

v=nB8gMZQ

oNaQ

More Hospice Videos

Video Series in Parts

You Tube Channel

YouTube Channel

MECHANICSYou Tube Tips

Getting Started on YouTube

• Open an account.• Read this:

http://www.frogloop.com/care2blog/2008/7/14/insiders-guide-to-video-and-youtube-for-nonprofits.html

• Start shooting!

BRINGING IT HOME - INTEGRATION

Publicize on Your Website/Bloghtt

p://ww

w.sah.org.uk/how

-to-help/follow-us-

on-facebook-and-twitt

er

WIIFM

Imbedhtt

p://ww

w.cahpc.org/com

munity-

conversation.htm

Social Bookmarks

BRINGING IT HOME - EVANGELIZING

Employees/Volunteers

• Ask them to tweet regularly about your org. Mobile workers can download Twitter and Facebook Apps for their phones/Blackberrys

• Create a policy that encourages Tweeting and posting to your Facebook pages – Give great examples of the kinds of posts that you’d like to see.

• Day-in-the-life videos.

Board Members (for NPs)

• Get your CEO and senior staff to set the example.

• Ask your Board members to Tweet or comment on their own Facebook pages about their activities with your Hospice and link to your stuff.

• Post or link to your Board meeting calendars, summaries and/or minutes.

Families and Public

• Include social media links in any hard copy documents/brochures.

• Tell them that your info and links to your brochures are on your Facebook page and that it is a great way to get a “real-time” feel for the work of the Hospice.

• If you have retail, run Friend-only or Fan-only discounts.

A FEW MORE RESOURCES

Planning and Eval

• From Jayne Cravens: Evaluating Online Activities: Online Action Should Create & Support Offline Action– http://www.coyotecommunications.com/culture

/online2offline.shtml• From Joanne Fritz on About.com: 12 Tips for

Nonprofits on Getting Started with Social Media– http://nonprofit.about.com/od/socialmedia/tp/Ti

psstartsocialnetworking.htm

Nonprofit Social Media Bloggers

• Beth Kanter’s Blog:– http://beth.typepad.com/

• John Haydon’ Blog:– http://johnhaydon.com/

• Heather Mansfield at change.org: – http://nonprofits.change.org/

Guidelineshtt

p://sncr.org/bestpractices/

How to Reach Me• Laura Deaton, Full Glass Consulting• Phone, Fax and Mobile: 888-784-3433• Twitter: http://twitter.com/deatweets (personal),

http://twitter.com/3rdSect (professional)• On the Web: http://www.FullGlassConsulting.com• http://www.ThirdSectorConnector.org• On LinkedIn: http://www.linkedin.com/in/lauradeaton• On Facebook:

http://www.facebook.com/ThirdSectorConnector• Email: laura.deaton@fullglassconsulting.com