Nonprofits & Social Media Presented by: Georgette Dumont, Ph.D. Sponsored by:
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
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
Social Media Inclusive Dynamic Relationships Promoting ideas, attitudes and behaviors.
Social Media (SM) Brings traditional media online Traditional Media ‘New’ Media Television Newspapers Radio Mail Brochures Community groups/associations /word-of-mouth/chatting Newsletters Online Video Online news papers Podcasts E-mail Websites – plus! Online social networking communities E-newsletters
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
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
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
Listening tools Google Alerts What’s being said online about Your org Your cause Social Media Groups (discussed soon…)
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!
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.
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
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
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
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/