2. My Goal
The goal for this morning’s
presentation is to familiarize you
with the scope of social media
possibilities while equipping you
with the foundation to start using
them successfully.
3. Key Takeaways
1. Social Media is a Commitment
2. You get out what you put in
3. Social Media is NOT an exact science.
4. Add Value to the Conversation
5. You NEED to respect the power of Social
Media
4. Latest Social Media Stats
Key findings
The GlobalWebIndex study found these to be the major insights into social media usage:
Active usage of the major, global social platforms is growing worldwide with mobile being the key
driver
Google+ remains the second most actively used social network with 318.4 million active users in 31
markets
Emerging platforms have experienced notable growth in popularity since Q2 2013 with Pinterest
and Tumblr being currently the fastest growing global social media
Facebook maintains the highest percentage of active users among account owners at 62% globally.
This compares to 51% for Twitter and 44% for Google+
Mobile and tablet usage is beginning to heavily impact social media usage with mobile having the
biggest effect on Twitter which is used by 94 million active Twitter users to share photos
compared to 140 million on PC. This is the highest proportion of mobile vs. PC photos sharing of
any social network
7. Facebook
Tell your Story – What’s unique about your
organization?
Share photos, videos and links
Create dialogue – allow people to share and engage
with your message. Ask questions.
Measure and Optimize – Which messages have been
effective? Which ones have been ineffective?
UNICEF, Wounded Warriors, Human rights Campaign
8. Instagram
Instagram is an excellent way to compliment your
Facebook and Twitter account.
Your Instagram account can tell the story of your nonprofit and help you share your mission with the world.
Post images that give followers a glimpse into what your
organization is all about and help people connect with you.
Experiment with different types of photos and the
frequency with which you post. Your community will give
you feedback in real-time.
Listen and adjust
10 Inspiring Non-profits on Instagram
9. Twitter
Tweet about things your Audience Cares about – Link to newsworthy
events that people are already talking about and relate them to your cause
Tweet in the Moment – Gives your voice authenticity and lets people in on the
action. Quote the guest speaker, take a photo…etc
Use Relevant Hashtags – Hashtags label your conversation and makes them
searchable. If you create your own SEARCH it first.
Use Call to Actions – It’s amazing what people will do if you ask, “Check out
our…” or “Please Retweet.”
Include Links – Tweets containing a link are three times more likely to be
retweeted.
Experiment with posting frequency and times
UNICEF, Red Cross, Save the Children
10. Youtube
The most powerful tool to tell your organization’s story
It’s an excellent source of relevant content while driving
traffic to your channel.
YouTube offers additional benefits to nonprofits including
adding a donate button, being listed on YouTube’s non
profit channel and the addition of a call-to-action.
The Nature Conservancy , SOS Children Villages
Neurosurgery Kids Fund – Camp Everest 2012
11. Vine
6 seconds. That’s all you’ve got to make an impression on
Vine.
The video only records while your finger is touching the
screen.
Your only limit is your creativity
How to Play With your Food, Table Toast, Light Troubles
Show what you do best, whether its rescuing an animal,
putting a smile on a child's face or planting a tree.
Say thank you – it doesn’t need to be complicated
12. Google +
Google + is a behemoth and is one of the fastest growing
social media platforms in history.
Google + basically combines Twitter, Facebook and Linkedin
into one package.
Google + uses Circles to categorize those you follow
Like Facebook, Google + emphasizes visual story telling
Ties into your existing Google accounts i.e Gmail, Google
Docs & YouTube
Google + is here to stay and it’s worth looking into
Save the Children, The Nature Conservancy
13. Cultivating Your Voice
This is the personality you portray to your followers
Your voice is what separates you from your
competitors
Once you have decided on your voice commit to it
People will ultimately follow your Social Media
Channels because you are a subject matter expert in
your field.
People want to talk to and hear from people, don’t be
a faceless organization
14. The Anatomy of a Good Post
Understand your Audience:
Know your target audience
You’re busy. So are they
Employ the Golden Rule
Be Responsive
15. The Anatomy of a Good Post
Plan Your Content:
Develop monthly content strategies
Check your social network(s) daily
Be as visual as possible (pictures, videos, links etc…)
Use Social Media to conduct informal research (ask
questions)
Identify key influencers and engage them in conversation
16. The Anatomy of a Good Post
Questions to ask yourself before hitting “Enter”:
Which Social Media platform is appropriate for this
message?
Why are you sharing this message?
What is the value added by this message?
Can I add a relevant link, photo or video to this
message?
17. Set Goals, Measure Results
Every organization will have differing goals and how you
achieve those goals will be unique to your organization.
They should follow SMART guidelines:
Specific
Measurable
Achievable
Realistic
Timed
18. Set Goals, Measure Results
Examples:
Increase the number of volunteers by 15% before our
Christmas event.
Identify 20 influencers on Twitter to build
relationships to blog, retweet and spread the word
about our latest program.
Garner 500 views of our new promotional video in the
first three months after it’s release date.
19. How to Handle Negative Comments
Move fast - The longer you take to respond the greater the risk of
appearing unresponsive, uncaring or secretive. Aim to respond within 24
hours.
Be accurate - Be as factual as possible. Double-check the facts before you
respond. If you’re not confident about the answer, acknowledge the
question or statement, express concern and state that it’s being looked
into, then follow-up.
Be transparent – Mistakes will happen, take responsibility then fix them.
Denials, evasions and insincere apologies may simply inflame the
situation. When possible and if prudent, take the conversation out of the
social media spotlight, direct messages, email or a phone call may be a
more efficient means of defusing a situation.
20. How to Handle Negative Comments
Be sincere - If the complaint is genuine, sincerely
apologize. Remember an apology is useless unless the
problem is resolved in a reasonable and time sensitive
manner.
Humanize the situation - Respond directly to the individual
using their actual names when possible. Look to use
language that is accessible and empathetic while
remaining professional. Avoid jargon.
Avoid confrontation - Steer clear of arguing online. If the
situation is volatile, step back, take a calming breath and
do your best to take the conversation offline.
21. How to Handle Negative Comments
Take control - Negative comments should be actively managed.
Proactively correct misinformation. Ensure discussions remain
within the parameters of our Social Media Guidelines. And
remember that it is within your rights to ban members who
consistently break the rules, though you may want to explain why
you are doing it both to the individual and to the community as a
whole.
Limit censorship - Critical voices are a cost of entry to the social
web, and deleting or demanding changes to negative posts can
provide cynics with a powerful rhetorical weapon. Always
attempt to maintain the high ground. Deleting content or
threatening people may simply result in the complaints going
viral.
22. Surefire Ways to Lose Followers
Not Responding to Tweets/Comments
Too much scheduled content
Shameless Self Promotion
Completely Random Posts
Not sharing the love
Over posting
Facebook 1- 2 times a day
Twitter 3 -5 times a day unless Live Tweeting an event
23. Key Takeaways
1. Social Media is a Commitment
2. You get out what you put in
3. Social Media is NOT an exact science.
4. Add Value to the Conversation
5. You NEED to Respect the power of Social
Media
24. Future Workshop
We will look at:
How to Listen to your Audience
Strategies that work
How to Measure Engagement
Facebook Edgerank Algorithm
The Power of Facebook Ads
What is Hootsuite and why you should use it
Crafting your Social Media Guidelines
