Sarah Durham, BigDuck: Social Media for Nonprofit CEOs

Social Media forNonprofit CEOs Sarah Durham | Big Duck Social Media for Nonprofit CEOs January 30, 2012 bigducknyc.com

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#SM4NP@bigducksarah@bigduck bigducknyc.com

I write 30 tweets on a Friday, have my E.D.approve them on a Monday, and then sendthem out during the week. Thats okay right?It takes time to see the results from socialmedia; my boss is upset that money hasntcome pouring in after just one month. bigducknyc.com

Im tired of him dismissing social media as if itis irrelevant, why wont he just embrace it?My CEO thinks that a 21-year old intern is theonly person that can do social media for us.She doesnt see it as a marketing tool or onewe should invest time or money in. bigducknyc.com

What’s the SocialTwitter? media guru 1 2 3 4 5 bigducknyc.com

What I hope you will learn today•  What social media are•  How to think about a social media strategy•  Understand who should staff it and how much time it takes•  Elements of social media guidelines•  How your peers use social media bigducknyc.com

It’s about reaching andconnecting people bigducknyc.com

How does your org approachsocial media?1.  Folly: Social media is fun, but has little value.2.  Fearful: Social media is a threat to productivity, intellectual capital, privacy, etc.3.  Flippant: Social media is about technology, but question its value.4.  Formulating: Social media is valuable and needs to be more organized and strategic.5.  Forging: Social media use should be strong and consistent across the whole organization.6.  Fusing: Social media is an integral part of the organizations work. bigducknyc.com

How does socialmedia fit in? bigducknyc.com

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Reasons Nonprofits Communicate bigducknyc.com

Where are you targetaudiences? bigducknyc.com

Online Engagement Priorities bigducknyc.com

Connect channels & measure results http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531 bigducknyc.com

Staffing and makingtime for it bigducknyc.com

Qualities of an effective socialmedia manager1.  Has a passion for the cause and for social media2.  Is friendly, patient, and responsive3.  Is creative and detail-oriented4.  Has experience in online communications5.  Reads blogs about social media and mobile technology6.  Is an early adopterhttp://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/ bigducknyc.com

Qualities of an effective socialmedia manager7.  Is not overly confident about her social media skills8.  Thinks like a journalist9.  Is mobile10. Is willing to mesh his personal life with his professional life online11. Takes steps to prevent social media burnouthttp://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/ bigducknyc.com

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http://www.slideshare.net/kanter/leveraging-social-media-becoming-a-networked-arts-organization bigducknyc.com

Creating socialmedia guidelines bigducknyc.com

Why create a social media policy? bigducknyc.com

What’s in a social media policy?1.  Overview of your social media presence2.  High-level guidance3.  Specific guidelines4.  Conversation guidelines5.  Personal/professional boundaries6.  Tips and how-tos bigducknyc.com

http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/ bigducknyc.com

Think beforeyou post.WWNT? Nana Jewel bigducknyc.com

http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 bigducknyc.com

http://us.cision.com/resources/white_papers.asp bigducknyc.com

Tips for successful guidelines•  Strike a friendly tone•  Encourage experimentation & questions•  Try to keep guidelines open-ended where possible, rather than restrictive•  Appoint one or two people to manage•  Keep your audiences in mind—what do they expect from you bigducknyc.com

Involve your staff•  Identify a go-to person for questions•  Conduct surveys/interviews to get feedback, assess interest, etc.•  Share draft policy in a staff meeting and invite feedback/questions•  Provide trainings on privacy settings, tools, etc.•  Include in staff orientation bigducknyc.com

How other CEOs areusing social media bigducknyc.com

http://mashable.com/2011/12/02/social-ceo-infographic/ bigducknyc.com

http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html bigducknyc.com

https://www.facebook.com/WPacelle bigducknyc.com

https://www.facebook.com/humanesociety bigducknyc.com

https://www.facebook.com/humanesociety/posts/300526179986619 bigducknyc.com

Parting tips for CEOs•  Make time for it: Start by listening 15 minutes/day•  Get a mentor: Ask for help•  Experiment: Pick one channel to start with•  Be yourself: Share your POV and your passion•  Privacy: Check your settings (again)•  Turn it off: It’s okay to have ‘down’ time bigducknyc.com

Parting tips for your org•  Map out a strategy: Set goals and find your community•  Create guidelines: Help your team understand how and why•  Rethink staffing: Put the right people in place•  Allocate time: Start 30-60 min/day•  Use your brand: Let positioning and personality guide content bigducknyc.com

Resources bigducknyc.com

Resources•  Nonprofit Technology Network www.nten.org•  Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-media- decision-guide•  Social media policy generator http://socialmedia.policytool.net•  Social Media Governance Policy Database http://socialmediagovernance.com/policies.php bigducknyc.com

Articles and Reports•  10 tips to manage professional & personal brand http://www.bigducknyc.com/blog/•  2011 eNonprofits Benchmarks Study, M+R http://www.e-benchmarksstudy.com/•  Networking Sites and Our Lives, Pew Internet http://www.pewinternet.org/Reports/2011/ Technology-and-social-networks•  5 Big Reasons CEOs Should Get Social http://mashable.com/2011/12/02/social-ceo- infographic/ bigducknyc.com

Books•  Social Media for Social Good: Heather Mansfield http://nonprofitorgs.wordpress.com/book/•  The Networked Nonprofit: Beth Kanter, Allison Fine http://www.amzn.com/0470547979•  Open Leadership: Charlene Li http://www.amzn.com/0470597267•  The Social Organization: Anthony Bradley, Mark McDonald http://www.amzn.com/1422172368•  Humanize: Jamie Notter, Maddie Grant http://www.amzn.com/0789741121 bigducknyc.com

Blogs•  http://bigducknyc.com/blog•  http://nonprofitorgs.wordpress.com•  http://www.socialbrite.org•  http://www.bethkanter.org•  http://www.nten.org/blog•  http://www.frogloop.com•  http://www.johnhaydon.com•  http://amysampleward.org•  http://www.communityorganizer20.com bigducknyc.com

Contact Sarah sarah@bigducknyc.com twitter.com/bigducksarah linkedin.com/in/bigducksarah gplus.to/sarahdurham slideshare.net/bigducksarah bigducknyc.com

Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck bigducknyc.com

Upcoming Workshops2/16: Social Media for Nonprofit CEOS2/28: Miss Manners3/22: Multi-Channel Fundraising: Strategies to Engage Donors Through Integrated Campaigns4/25: Developing a Social Media Strategyhttp://www.bigducknyc.com/resources/workshops bigducknyc.com

Want to learn moreabout Brandraising?Get the book! SeeJenna to buy a copy. bigducknyc.com

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Sarah Durham, BigDuck: Social Media for Nonprofit CEOs

by Social Media for Nonprofits on Jan 30, 2012

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