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How to Empower Staff to be the Voice for the Organization through Social Media

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Farra Trompeter, Vice President, Big Duck …

Farra Trompeter, Vice President, Big Duck

Twitter Handle: @Farra

As communications patterns have shifted, how you and your colleagues use social media can greatly impact your nonprofit’s reputation and relationships with the community. Learn how you can use the blurring lines between personal and professional brands to connect with your community, and how to train staff through social media guidelines and internal communications tools.

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  • Chat in some of the things you jotted down- what success looks like
  • Branding path isn’t always as clear or linear as we want it to be-
  • talk about budgeting here too- udget for the long haul, and how much to budget: 50-150 per year depending on who you work with
  • Chat in your responses
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Chat in your responses
  • talk about budgeting here too- udget for the long haul, and how much to budget: 50-150 per year depending on who you work with
  • talk about budgeting here too- udget for the long haul, and how much to budget: 50-150 per year depending on who you work with
  • Branding path isn’t always as clear or linear as we want it to be-
  • Chat in your responses
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Discuss what each covers
  • Transcript

    • 1. bigducknyc.com How to Empower Staff to be the Voice for the Organization through Social Media #sm4np
    • 2. Vice President, Big Duck @Farra @BigDuck Farra Trompeter #sm4np
    • 3. #sm4np •  The evolving definition of ‘spokesperson’ •  How social media has changed the game •  Getting started •  Ways to empower your staff What we’ll cover today
    • 4. Who speaks for your nonprofit when...
    • 5. SOURCE: channel17.org … the media wants a quote?
    • 6. SOURCE: channel17.org
    • 7. SOURCE: channel17.org … the media wants a quote?
    • 8. SOURCE: channel17.org … the media wants a quote?
    • 9. SOURCE: channel17.org … the media wants a quote?
    • 10. •  Is passionate about your mission •  Understands what you do •  Trusted to speak with little approval •  Will be respected and can stay calm •  Speaks clearly and simply •  Is generally available Your ideal spokesperson #sm4np SOURCE e-releases
    • 11. Your staff are your most passionate spokespeople
    • 12. Social media has changed how we communicate
    • 13. SOURCEAFDG , Flickr Source:  Christopher  Michel  (Flickr)  
    • 14. SOURCE: NWF.org
    • 15. SOURCE: http://twitter.com/nwf National Wildlife Federation works to inspire Americans to protect wildlife for our children's future. Staff updating: @d_tinker @starfocus @rarewildlifeguy Washington, DC · nwf.org
    • 16. SOURCE: http://twitter.com/d_tinker
    • 17. Every staff person is a brand ambassador
    • 18. Steps to get started
    • 19. Review profiles on major networks (start w/ LinkedIn, Twitter, Facebook) •  Do they list org in bio/about section? •  Have they ever shared your content? •  Do they use each channel “well”? •  Is their ‘personality’ aligned w the org? Conduct an audit #sm4np
    • 20. Send a survey to staff •  Do you use Twitter and/or Facebook? •  What blogs do you read? •  Are you engaging in LinkedIn group discussions? •  Do you like to share images on Pinterest or Instagram? Find your internal evangelists #sm4np SOURCE Social Media Today
    • 21. SOURCE: http://www.slideshare.net/tammygordon/ Create social media guidelines
    • 22. Start small, then roll out to everyone
    • 23. Ways to empower your staff
    • 24. Explain your social media goals and relate to theirs Org’s Goals Staff’s Goals
    • 25. SOURCE: Fight Colorectal Cancer Train staff about your brand
    • 26. SOURCE: https://www.facebook.com/help/459934584025324/ Teach privacy settings
    • 27. Create share-worthy content SOURCE: WITNESS/@mjmoneymaker | Rockefeller Foundation/Jereme Bivins
    • 28. SOURCE: TNT Social Media Guidelines Share a process for comments
    • 29. SOURCE: Yammer.com Use tools to share/coordinate
    • 30. SOURCE: http://tgb.io/nprlife Recruit by sharing your culture
    • 31. SOURCE: Mashable Exhale… Mistakes will happen
    • 32. Questions?
    • 33. •  Social Media for Nonprofit CEOs—How one Executive Director manages it •  Empower Employees as Brand Champions in Social Media •  Employment Branding: The NPR Case http://bit.ly/SocialStaff Resources #sm4np
    • 34. bigducknyc.com/workshops
    • 35. Thank You!