USING SOCIAL MEDIA
IN YOUR NONPROFIT
Jeanine D. Guidry
Executive Director, Arts in the Alley
Social media consultant

@art...
Our Focus Today
• Overview and Comparison
• Blogs/Tumblr
• Facebook
• Twitter
• Visuals: YouTube, Instagram, Vine

• Crowd...
BASICS: Tagging
• Hashtags = #
• Sometimes just called “tags”
• Used on Twitter, Instagram, Facebook, Tumblr, Pinterest
• ...
Blogs/Tumblr
• Original Part of Web 2.0
• Shortened form of “web log”
• Fast to update, requires little to no html knowled...
Using Tumblr as your blog

Easy input for seven types of content: text, photo, quote,
link, chat, audio, video.

@artsinth...
What makes a good blog?
• Compelling images and videos
• Links to other social media
• Minimum post of 1 per week
• Intera...
Facebook Basics
• Personal profiles

- Never private, even if it is
• Groups
- great for coordinating efforts, communities...
Facebook Best Practices
• Conversations: talk to people
• Post regularly
• ALWAYS respond (well, almost…)
• NEVER remove (...
Facebook goals: “likes” and comments
Do this

To accomplish this

Use “call to action” status updates

Get more “likes”

U...
Twitter: Basics
• 140 characters (120, really)
• Tools:
• # (hash tag) a way to organize information
• @ - direct reply or...
Twitter: Best Practices
• Create a user-friendly Twitter handle (@you)

• Add a photo
• Find people you already know
• Fin...
Twitter goal: retweeting (& favoriting)
Do this

To accomplish this

Focus on others: use external
mentions and links

Twe...
Twitter goal: conversation
Do this

To accomplish this

Keep tweets simple and short – few or
no hashtags, mentions, links...
What We Can Learn From Large
Nonprofits’ Use of Twitter
@charitywater (use of images)
@American_Heart (providing info)
@LI...
What makes a good tweet?
• Participate in conversations: ask questions and respond
• Use direct replies
• Use hashtags
• R...
Bravo.
• Via @LIVESTRONG: @coachkirkham We offer lots of info on

•
•
•
•

palliative care for end of life/ terminal. Call...
What makes a bad tweet?
• Only promote your own events
• Automatic posts from Facebook
• Too personal
• Plain inappropriat...
Ouch.
• Via @KennethCole: Millions are in uproar in #Cairo.

Rumor is they heard our new spring collection is now
availabl...
Visuals: YouTube
• Video an activity that captures the spirit of your

nonprofit
• Provide links
• Use slideshows with mus...
YouTube – simple slideshow

@artsinthealley

www.richmondartsinthealley.com
Visuals: Instagram
• Easy way to include visuals
• Simple posting to Facebook, Twitter, Tumblr
• Create two accounts
• Use...
Visuals: Vine (or Instagram video)
• 6 second videos
• Smartphone

• Quick
• Easy
• IDEAS:

- Storytelling
- Quick how-to ...
Making Twitter Easier to Use: Hootsuite

@artsinthealley

www.richmondartsinthealley.com
Using Hootsuite (or Tweetdeck)
• Don’t overuse the scheduling feature
• Be sure you can pause or cancel your messages at a...
Social Media Case Studies
• Lewis Ginter
• HealthyLove Campaign
• Amnesty International
• Unicef: many platforms, and: use...
Raising $$: Crowdfunding
• Indiegogo (Jeanine LIKES this one )
• Kickstarter (no guaranteed payout)
• Gofundme (no Paypal...
Want to chat? Find me!
• Jeanine D. Guidry
• jeanine@richmondartsinthealley.com
• jeanineguidry@mac.com
• Facebook: artsin...
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Basics & Refresher Clinic

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ConnectVA 2013 Social Media for Nonprofits Conference Optional Basics & Refresher Clinic by Jeanine Guidry, Arts in the Alley. Designed for individuals and organizations new to social media, or in need of a refresher, this basics clinic will get you up-to-speed with a solid foundation in the big social media platforms.

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  • Basics & Refresher Clinic

    1. 1. USING SOCIAL MEDIA IN YOUR NONPROFIT Jeanine D. Guidry Executive Director, Arts in the Alley Social media consultant @artsinthealley www.richmondartsinthealley.com
    2. 2. Our Focus Today • Overview and Comparison • Blogs/Tumblr • Facebook • Twitter • Visuals: YouTube, Instagram, Vine • Crowdfunding @artsinthealley www.richmondartsinthealley.com
    3. 3. BASICS: Tagging • Hashtags = # • Sometimes just called “tags” • Used on Twitter, Instagram, Facebook, Tumblr, Pinterest • File labels • To make information easier to find • Participate in discussions • Narrow down the posts to read/track/consider @artsinthealley www.richmondartsinthealley.com
    4. 4. Blogs/Tumblr • Original Part of Web 2.0 • Shortened form of “web log” • Fast to update, requires little to no html knowledge • Popular platforms: wordpress and blogspot • Tumblr is an excellent option @artsinthealley www.richmondartsinthealley.com
    5. 5. Using Tumblr as your blog Easy input for seven types of content: text, photo, quote, link, chat, audio, video. @artsinthealley www.richmondartsinthealley.com
    6. 6. What makes a good blog? • Compelling images and videos • Links to other social media • Minimum post of 1 per week • Interactive in creating a community • DON’T turn off comments • DO respond to comments @artsinthealley www.richmondartsinthealley.com
    7. 7. Facebook Basics • Personal profiles - Never private, even if it is • Groups - great for coordinating efforts, communities • Pages - profiles for organizations, businesses, music educators, schools, nonprofits, etc. @artsinthealley www.richmondartsinthealley.com
    8. 8. Facebook Best Practices • Conversations: talk to people • Post regularly • ALWAYS respond (well, almost…) • NEVER remove (well, almost…) • Use photos • Post information, not just marketing • Post calls to action instead of fundraising appeals • Fall back posts: inspirational quotes and facts, polls, Instagram photos, Vine videos @artsinthealley www.richmondartsinthealley.com
    9. 9. Facebook goals: “likes” and comments Do this To accomplish this Use “call to action” status updates Get more “likes” Use “community-building” status updates Get more “likes” Use “call to action” status updates Get more comments Use “community-building” status updates Get more comments “Call to action” status updates: soliciting the public’s help in specific lobbying, advocacy, or volunteering efforts “Community-building” status updates: promoting interactivity and dialogue @artsinthealley www.richmondartsinthealley.com
    10. 10. Twitter: Basics • 140 characters (120, really) • Tools: • # (hash tag) a way to organize information • @ - direct reply or mention • RT retweet - posting someone else’s message again • DM Direct Message - sending a private message • Tiny.url or bit.ly - url shorteners - a way to condense web addresses and monitor click rates @artsinthealley www.richmondartsinthealley.com
    11. 11. Twitter: Best Practices • Create a user-friendly Twitter handle (@you) • Add a photo • Find people you already know • Find people in your area (#RVA, #NYC) • Find organizations in your field • Get a desktop or mobile client: Hootsuite • Add Twitter handle to all your signatures/sites/cards • Read the bio of those who follow you • LISTEN @artsinthealley www.richmondartsinthealley.com
    12. 12. Twitter goal: retweeting (& favoriting) Do this To accomplish this Focus on others: use external mentions and links Tweets will be retweeted more frequently Use more complex tweets (hashtags, mentions, links) Tweets will be retweeted and favorited more Use more public education than marketing tweets Tweets will be retweeted and favorited more Use more call to action than fundraising tweets Tweets will be retweeted and favorited more Use photos instead of videos Tweets will be retweeted more Tweet more on weekends Tweets will be retweeted and favorited more Use a dedicated campaign hashtag Tweets will be retweeted more @artsinthealley www.richmondartsinthealley.com
    13. 13. Twitter goal: conversation Do this To accomplish this Keep tweets simple and short – few or no hashtags, mentions, links, or multimedia Engage in conversation Ask questions and use direct replies Engage in conversation Thank stakeholders for their input, retweets, mentions, and actions Engage in conversation Ask stakeholders to retweet your tweets Engage in conversation @artsinthealley www.richmondartsinthealley.com
    14. 14. What We Can Learn From Large Nonprofits’ Use of Twitter @charitywater (use of images) @American_Heart (providing info) @LIVESTRONG (personal connections) @RedCross (public service) @artsinthealley www.richmondartsinthealley.com
    15. 15. What makes a good tweet? • Participate in conversations: ask questions and respond • Use direct replies • Use hashtags • RT other tweets • Builds up the community • Provides/shares information • Uses photos • Inspirational quotes • BUT: there is no one-size-fits-all @artsinthealley www.richmondartsinthealley.com
    16. 16. Bravo. • Via @LIVESTRONG: @coachkirkham We offer lots of info on • • • • palliative care for end of life/ terminal. Call or email. 1-855-220-7777 or http://bit.ly/lsform Via @LIVESTRONG: Tech is helping people monitor #cancer pain. Rate your levels w/ an app: http://bit.ly/Oy5DAi (Via @xeni) Via @RedCross: We have lots of shelters open offering you relief from the heat. web: http://bit.ly/aiVTx8 app: http://bit.ly/htG06O Via @hrw: Why are the #Bahrain police tossing stungrenades at journalists covering protests? http://bit.ly/NCZ6Qa #pressfreedom Via @worldvision: @Krystalsbuble good question - at the link in the original tweet, click on the "Apply Online" button at the top. Thanks! @artsinthealley www.richmondartsinthealley.com
    17. 17. What makes a bad tweet? • Only promote your own events • Automatic posts from Facebook • Too personal • Plain inappropriate • Lack relevance • Forget to turn off auto-tweet • Talking at people @artsinthealley www.richmondartsinthealley.com
    18. 18. Ouch. • Via @KennethCole: Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo -KC @artsinthealley www.richmondartsinthealley.com
    19. 19. Visuals: YouTube • Video an activity that captures the spirit of your nonprofit • Provide links • Use slideshows with music if video footage is scarce @artsinthealley www.richmondartsinthealley.com
    20. 20. YouTube – simple slideshow @artsinthealley www.richmondartsinthealley.com
    21. 21. Visuals: Instagram • Easy way to include visuals • Simple posting to Facebook, Twitter, Tumblr • Create two accounts • Use hashtags • Arts in the Alley Instagram @artsinthealley www.richmondartsinthealley.com
    22. 22. Visuals: Vine (or Instagram video) • 6 second videos • Smartphone • Quick • Easy • IDEAS: - Storytelling - Quick how-to video - Show off your personality - Show direct results - Say thank you to donors • A few examples @artsinthealley www.richmondartsinthealley.com
    23. 23. Making Twitter Easier to Use: Hootsuite @artsinthealley www.richmondartsinthealley.com
    24. 24. Using Hootsuite (or Tweetdeck) • Don’t overuse the scheduling feature • Be sure you can pause or cancel your messages at a moment's notice • Create streams for hashtags and keywords • DON’T shorten your links through their tools – use bit.ly instead @artsinthealley www.richmondartsinthealley.com
    25. 25. Social Media Case Studies • Lewis Ginter • HealthyLove Campaign • Amnesty International • Unicef: many platforms, and: use your website! • Malaria No More: partnerships • BP: this is why you SHOULD be on Twitter @artsinthealley www.richmondartsinthealley.com
    26. 26. Raising $$: Crowdfunding • Indiegogo (Jeanine LIKES this one ) • Kickstarter (no guaranteed payout) • Gofundme (no Paypal) • Crowdrise • YouCaring Each has different characteristics – pay special attention to the requirements for getting the money raised. http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/ @artsinthealley www.richmondartsinthealley.com
    27. 27. Want to chat? Find me! • Jeanine D. Guidry • jeanine@richmondartsinthealley.com • jeanineguidry@mac.com • Facebook: artsinthealley • Twitter: @artsinthealley • Instagram: artsinthealley @artsinthealley www.richmondartsinthealley.com

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