5 Stages of Social Media1. Denial2. Fear3. Confusion4. Delight5. Improved ResultsReflect… What stage are you and your organization in right now? What do you need to get to the next stage?
Why Bother with Social Media?• Individuals want to see themselves reflected in the kinds of causes nonprofits represent• It creates connections• It provides alternative ways for supporters to contribute and get involved• Cheap marketing• It’s hip Other reasons?
Social Media Won’t Help If…• You don’t have clear goals• Your message is weak• You don’t have a strategy• You’re not persistent
Define Goals• Raise Awareness• Gain Insight• Reputation• Relationships• Action• Donations• Volunteers• Behavior Change Why is it important for us to set social media goals?
Measurement Basics Strategy Plan/ Research Refine & Adapt Do Analyze Measure
Measurement• Buzz created• Traffic Volume• Repeat Visits• # of followers/fans• Rate of message pass-along• Likes/favorites• Embeds/installs• Media mentions• Comments What other metrics can we use?
Key Results• Disability Movement & Awareness will increase with more members/fans/followers• Strengthen relationships with customers, donors, volunteers, & community partners• Attract attention from media• Policies will get passed Share one of your goals for social media. How can you measure it?
REVIEW, ReVIeW, review…• What does the data reveal?• What works?• What doesn’t work?• What should be changed?• Are we achieving our goals?• How can we improve our activity?• What goals need to be adjusted? Have you collected social media data? What have you learned from it?
Listen• Subscribe to RSS feeds• Find & follow individuals & organizations• Search for keywords on Twitter• Search for other nonprofits on Facebook• Ask your supporters, volunteers, partners, & co-workers
Choose the Best Platform for You• Pick social media… • Where your supporters/customers are • Where you are comfortable • Features match your goals/needs What platforms work well for your organization? Why? How do you utilize specific social media?
Don’t Just Broadcast…• Target your audience• Encourage sharing• Create conversation• Ask for help/reposts• Engage followers• Use #hashtags w/ Twitter to categorize key words & phrases• Post on partner sites• Create links to sites of interest and add a few of your own comments Other ideas?
Keeping Up…• Be proactive, not reactive• Develop a strategic plan• Establish routine• Review data regularly• Add your social media sites to all marketing material• Recruit allies• Use social media tools (hootsuite, tweetlater, etc.)• Start small How does your organization keep up?
Resources• Andy Wolber http://www.wolberworks.com/• Beth Kanter http://www.bethkanter.org/welcome/• Frog Loop http://www.frogloop.com/• Google Analytics provides website data• John Haydon http://www.johnhaydon.com/• NetSquared http://www.netsquared.org/blog• NTEN http://www.nten.org/blog• American Red Cross Social Media Handbook https://sites.google.com/site/wharman/social-media-strategy- handbook• Robert L. Weiner http://www.rlweiner.com/• Social Media Guidelines http://socialmedia.policytool.net/• Wild Apricot http://www.wildapricot.com/blogs/newsblog/