Social Media Overview for Non Profits


Published on

An overview of 4 important social media channels, and the most effective ways to use them.

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Media Overview for Non Profits

  1. 1. The Recession & Social Media: Turning Lemons into Lemonade Linda Ziskind / Z2 Consulting
  2. 2. But first, a little background Linda Ziskind / Z2 Consulting
  3. 3. “A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.” The Cluetrain Manifesto By Rick Levine, Christopher Locke, Doc Searls and David Weinberger Published 1999 Linda Ziskind / Z2 Consulting
  4. 4. The Cluetrain Manifesto: 95 Theses (3 to remember) 1. Markets are conversations. 6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. NOTES: This ability to create communities around shared interests, as well as the instantaneous connection of email was a powerful driver of the first online services, like AOL, CompuServe, and Prodigy. Social communities like Facebook, MySpace, and LinkedIn, are the latest incarnations of this quest to connect. Linda Ziskind / Z2 Consulting
  5. 5. From the invention of the printing press in the mid-1400s to our current digital landscape, media channels have always flowed one-to-one, or one-to-many.h increase in expressive capability in human NOTES: Clay Shirky, an author, consultant, and professor at NY, has said that throughout history there have been only 4 major advances in media worthy of being called revolutionary: 1. The moveable type and the printing press, 2. Telegraph & Telephone, 3. photography, recorded sound and moving pictures, 4. And finally television and radio. But all of these enabled only a one-to-one, or a one-to-many channel. There has never been a history.” medium or technology that supported group discourse.                                                       Linda Ziskind / Z2 Consulting
  6. 6. UNTIL NOW Linda Ziskind / Z2 Consulting
  7. 7. “The moment we’re living through is the largest increase in expressive capability in human history.”                                                       Clay Shirky Author, Consultant, Professor at NYU Linda Ziskind / Z2 Consulting
  8. 8. ONE-TO-ONE HAS BECOME MANY-TO-MANY NOTES: So what does it mean to be living through the largest increase in expressive capability in human history? It means we’re truly all connected. Linda Ziskind / Z2 Consulting
  9. 9. Anything that happens anywhere in the world where someone has access to the Internet and a computer, a digital camera, or a cell phone, can not only be instantaneously globally disseminated, it will grab attention, instigate conversation, and generate a community of interested participants. John Dkar/AP Television The Epoch Times Linda Ziskind / Z2 Consulting
  10. 10. “Media is less and less about crafting a single message to be consumed by individuals. It’s more and more often a way of creating an environment for convening and supporting groups.” Clay Shirky   Linda Ziskind / Z2 Consulting
  11. 11. Four Useful Social Media Tools Twitter Facebook micro-blogging Community YouTube Flickr Video Photo-sharing Linda Ziskind / Z2 Consulting
  13. 13. 1. Build Community: Look for people to follow and add to your community. Search relevant keywords. When you find appropriate `   people to follow, see who they’re following and follow those people as well. *List included in presentation addendum Linda Ziskind / Z2 Consulting
  14. 14. 2. Listen: Pay attention to what your followers Tweet. Follow their links and look for the hashtags* that they use. Search for what the Tittersphere is saying about your organization. Search for conversations about your market or business interests. * Hashtag is a designated keyword that is preceded by a hash marke (#) which indicates a topic of discussion and makes it searchable. E.g. #socialmedia Linda Ziskind / Z2 Consulting
  15. 15. 2. Listen: Linda Ziskind / Z2 Consulting
  16. 16. 3. Be Transparent: Don’t hide who you are. People want to know that they’re speak to real people in a human conversation. If you’re tweeting for an organization, be sure to identify yourself. Linda Ziskind / Z2 Consulting
  17. 17. 3. Be Transparent: Linda Ziskind / Z2 Consulting
  18. 18. 4. Don’t Advertise or Market: Social media isn’t a broadcast medium and your followers aren’t your audience. Marketing happens on Twitter, but it happens as an organic outcome of open and honest conversation. Linda Ziskind / Z2 Consulting
  19. 19. 5. Develop Guidelines for Conversation: Consistency in brand communication is critical, even in casual conversation. Create messaging guidelines so that when you, or anyone in your organization, Tweets about your brand, it will always be on- message. Linda Ziskind / Z2 Consulting
  20. 20. 6. On-line Criticism is an Opportunity: When organizations are criticized privately, they don’t have the chance to respond, remedy, and retain loyalty. Social media takes your customers’ conversations public, giving you the opportunity to engage in that conversation and avert PR issues. Linda Ziskind / Z2 Consulting
  21. 21. 7. Engage: It’s great to re-tweet and post interesting links and messages. But if you don’t converse with your followers, you’re not forming relationships. Linda Ziskind / Z2 Consulting
  22. 22. 7. Engage: Linda Ziskind / Z2 Consulting
  23. 23. 8. Create Community: Your organization already has customers, prospects, casual users, or people generally interested in what you do. This is a natural community. Seek them out and engage them in communication. Linda Ziskind / Z2 Consulting
  24. 24. 9. Follow Technical Developments: Twitter third party apps that improve the efficiency and functionality of Twitter are being launched all the time. From collecting online donations, to graphing your Twitter stats, these apps can help you manage your account and become a more effective Tweeter.* *List included in presentation addendum Linda Ziskind / Z2 Consulting
  25. 25. 10. Have Fun: They don’t call it “Social” Media for nothing. Unlike the conference or board room, Twitter is a place to reveal a bit of who you are and show a human side. It will help your followers form a relationship with you, and it will make your Twitter experience that much more enjoyable. Linda Ziskind / Z2 Consulting
  26. 26. Linda Ziskind / Z2 Consulting
  27. 27. Example: Brigham & Women’s Hospital in Boston Linda Ziskind / Z2 Consulting
  28. 28. Example: Brigham & Women’s Hospital in Boston Linda Ziskind / Z2 Consulting
  29. 29. Example: Brigham & Women’s Hospital in Boston Linda Ziskind / Z2 Consulting
  30. 30. Example: Brigham & Women’s Hospital in Boston Linda Ziskind / Z2 Consulting
  31. 31. Example: Brigham & Women’s Hospital in Boston Linda Ziskind / Z2 Consulting
  32. 32. Example: 92nd Street Y in New York City Linda Ziskind / Z2 Consulting
  33. 33. Example: 92nd Street Y in New York City Linda Ziskind / Z2 Consulting
  34. 34. Example: 92nd Street Y in New York City Linda Ziskind / Z2 Consulting
  35. 35. Example: Achilles International in New York City Linda Ziskind / Z2 Consulting
  36. 36. Example: Achilles International in New York City Linda Ziskind / Z2 Consulting
  37. 37. Example: Achilles International in New York City Linda Ziskind / Z2 Consulting
  38. 38. Example: Achilles International in New York City Linda Ziskind / Z2 Consulting
  39. 39. How Social Media is Different from Traditional Marketing Linda Ziskind / Z2 Consulting
  40. 40. Social Media is different from all other business and organization communication models. It requires a dramatic shift in thinking.   Social Media is not a spectator sport. It is designed around participation.   Participation leads to conversation.   Conversation leads to community.   Communities lead to collaboration.   Collaboration leads to collective intelligence.   Collective intelligence shapes and changes social media. Linda Ziskind / Z2 Consulting
  41. 41. How Social Media is The Same as Traditional Marketing Linda Ziskind / Z2 Consulting
  42. 42. Social Media requires the same strategic objectives discovery and branding identity work as traditional media.   Clearly define your organization’s brand •  Identify and understand your communication objectives   Identify your target audience and craft messaging guidelines   Ensure that all staff are trained and knowledgeable about social media as well as about your organizations communication goals Linda Ziskind / Z2 Consulting
  43. 43. Addendum 3rd Party Twitter Tools: Desktop Twitter Platforms: Helps organize your Twitter experience by allowing you to segment the people you follow into groups. They also allow you manage multiple Twitter accounts (e.g., personal & business) without having to log-in and out, or use two browsers. Depending on the platform, you can also perform other tasks, such as pre-write Tweets and schedule them to be delivered at a later time, see the long version of shortened URLs • • • Share photos or files on Twitter: Photo apps allow you to upload photos from your phone-camera to Twitter, as well as from your desktop. File-sharing apps allow you to upload and share files on Twitter, either privately to one person or publicly. • • • Linda Ziskind / Z2 Consulting
  44. 44. Addendum 3rd Party Twitter Tools: Note: to shorten URLs for use in Tweets, try,, or There are others as well. Try to use one that will also give you stats on who clicked on the link. Monitor and Track keywords and brands: These tools track keywords and mentions across the entire “Twitterverse”. Some even allow you to track mentions acorss RSS feeds. • • • • • Measurement & ROI: There are many tools that measure various things, such as influence, social capital, reach, ranking, etc. These are a few to try out: • (comprehensive daily stats for your reach, subjects, hashtags, mentions, follwers, and much more. ) • (tracks keywords/company mentions in tweets) • (sentiment analysis for users or keywords) Linda Ziskind / Z2 Consulting
  45. 45. Addendum Additional links and reading recommendations: Links: (free daily briefing newsletter on social media) (Case study on how Avaya used social media to land a $250,000 sale.) (a great resource for all of the basics on Twitter as well as advice on growing your influence.) (Tips on setting up a non-profit Facebook page) Books: Here Comes Everyone - Clay Shirky (an absolute must-read, bible of a book. If you only read one book about social marketing/ community, this is the one) The Cluetrain Manifesto – 10th Anniversary Edition – Rick Levine, Christopher Locke, Doc Searls, David Weinberger (10 years ago very few people paid attention to the amazingly prescient observations of these five men. Today, everything they posited has become the defacto way of business. And the hardcover version is currently only $6.60 on Amazon.) Socialnomics – Erik Qualman (How social media platforms like Facebook & Twitter are fundamentally changing the way both consumers and businesses behave and restructuring the traditional rules of influence and economics.) Trust Agents – Chris Brogan & Julien Smith (How people use online tools to build networks of influence) Linda Ziskind / Z2 Consulting