Social Media 101 for Nonprofits: Nuts & Bolts


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Social Media 101 for Nonprofits: Nuts & Bolts

  1. 1. Social Media 101 for Nonprofits: TheNuts and Bolts of Developing a SocialMedia StrategyAmanda Levinson, ThirdSpace ConsultingTwitter:
  2. 2. • Why do you want to develop a social mediastrategy?• Important steps in developing a SM strategy• Digging into Facebook and Twitter with briefforays into YouTube, Flickr, blog, EmailblastsWhat were covering today
  3. 3. • raise public awareness of your mission or cause• raise funds• reach new constituents• build a community of champions• recruit volunteers• get people to take real-world actions• enhance existing communications programs• involve the community in decision-making• advance your organization’s mission• extend, shape and influence the conversationStep 1: What Do You Want to Do WithSocial Media?
  4. 4. • What are you offering?• Why would others want to engage with you?• Why do you want community engagement?Step 2: Identify YOUR ValueProposition
  5. 5. • Who is your community?• Where do they already engage online?• What kinds of things are they interested in?Step 3: Community Mapping
  6. 6. Source:
  7. 7. • What other orgs or individuals are workingon similar issues that are influential?• Do they have a presence onFacebook, Twitter, other channels?• What different roles do they play?Step 4. Map Your Influencers
  8. 8. Step 5. Identify Goals & ToolsGroup Your Goals Their Goals Tools to UseVolunteers Increaseengagement, buildleadership, organizeeventsSupport your work,get recognizedNewsletter, FacebookDonors Financial support,networksBe seen as valuablesupporterFacebook, offline,phoneFrom Amy Sample Ward:
  9. 9. 6. Reserve vanity URLs and make sureconsistent across all channels7. Create Master login sheet to keep allinformation handy8. Allocate Funds and resources based onprioritySteps 6-8: Logistics & Resources
  10. 10. Create a dashboard to track metrics + goals. Can use Excelor free tools like Sparkwise.Step 9: Metrics tracking
  11. 11. • largest social network in the world (750+million)• second most visited site in the world• allows you to post photos, videos, updatesand events easilyLaunch: Facebook!
  12. 12. • Remember 90% of interactions with you willtake place through your newsfeed• Post 1-2 times per day AT MOST• Include photos, links, inspirational quotesFacebook Pages Best Practices
  13. 13. • 140 characters• Be human and personable• 10% requests, 90% conversation andcontributing to content• Retweet, reply + favorite• Follow on a 1:1 basisTwitter Basics!
  14. 14. • Filters your tweets• Builds partnerships + goodwill• Allows for segmentationCreate Lists!
  15. 15. • allows Twitterers to discuss events in realtime• organizes Tweets• allows users to find + follow• allows you to be a part of the conversationHashtags: What, Why, How
  16. 16. • for shortening and tracking links• Retweet Lab: for monitoring your tweetingperformance tools
  17. 17. National Wildlife FederationFacebook
  18. 18. Case Study: Down Syndrome Research andTreatment Foundation
  19. 19. Case Study: Down Syndrome Researchand Treatment Foundation
  20. 20. Research and TreatmentFoundation
  21. 21. • Third-largest Ds community on Facebook(from zero to over 10K "likes")• 4th largest following of Ds organizations onTwitter• Raised $106K in 2 days, with matching3:1= $424KAccomplishments
  22. 22. Plus15 YouTube ChannelYouTube & Flickr: Your storytellingarsenal
  23. 23. YouTube & Flickr: Your storytellingarsenal
  24. 24. Blog: Make it Simple & Imperfect.
  25. 25. • focus on gettinga great email list!• #1 way ofraising $$ online.• Send frequentupdates aboutprogress.Email Blasts!