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Social Media for Nonprofit CEOs
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Social Media for Nonprofit CEOs

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Social media are every where. Your donors are connecting with you on LinkedIn, your advocates are sharing links about your org on Twitter, your program participants are commenting on your Facebook......

Social media are every where. Your donors are connecting with you on LinkedIn, your advocates are sharing links about your org on Twitter, your program participants are commenting on your Facebook page, and your staff are posting videos on YouTube--what's an executive director to do? As nonprofits explore new ways of fundraising, advocating, and conducting outreach online, it can be hard to know where to focus and invest your energies. In this high-level webinar, we'll share some strategies you can use to evaluate and manage your organization's approach to social media. We'll also discuss such topics as staff capacity, social media policies, your personal role in social media, and budgeting.

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  • 1. Social Media forNonprofit CEOs Sarah Durham | Big Duck #SM4CEOs September 19, 2012 bigducknyc.com
  • 2. bigducknyc.com
  • 3. Sarah Durham Principal and Founder #SM4CEOs @BigDuckSarah @bigduckFind today‟s slides and resources: http://bit.ly/SM4CEOs bigducknyc.com
  • 4. Why are you here? bigducknyc.com
  • 5. 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
  • 6. 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
  • 7. Social media is a Social media iswaste of time. integral to our org. 1 2 3 4 5 bigducknyc.com
  • 8. What I hope you will learn today• 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
  • 9. How does socialmedia fit in? bigducknyc.com
  • 10. Reasons Nonprofits Communicate bigducknyc.com
  • 11. Online Engagement Priorities bigducknyc.com
  • 12. http://instagr.am/p/nm695/ bigducknyc.com
  • 13. Staffing and makingtime for it bigducknyc.com
  • 14. April 2012http://www.nonprofitsocialnetworksurvey.com bigducknyc.com
  • 15. http://slidesha.re/Oh7LJp bigducknyc.com
  • 16. 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
  • 17. 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
  • 18. https://twitter.com/#!/NewYorkCares bigducknyc.com
  • 19. https://twitter.com/#!/stevestreicher bigducknyc.com
  • 20. https://twitter.com/#!/NewYorkCaresED bigducknyc.com
  • 21. Creating socialmedia guidelines bigducknyc.com
  • 22. Let go. • You never had complete control over your message • The conversation is happening, with or without you! • Mistakes will happen bigducknyc.com
  • 23. Why create a social media policy? bigducknyc.com
  • 24. 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
  • 25. http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/ bigducknyc.com
  • 26. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 bigducknyc.com
  • 27. http://us.cision.com/resources/white_papers.asp bigducknyc.com
  • 28. 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
  • 29. 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
  • 30. How other CEOs areusing social media bigducknyc.com
  • 31. http://mashable.com/2011/12/02/social-ceo-infographic/ bigducknyc.com
  • 32. “My personal mission for engaging in social media spaces is to help spark thoughtful conversation and ignite action. Both will lead to positive change in the world, and I truly believe that is the best possible use for the power of social media.” - Matt Flannery, CEO, Kiva.orghttp://mashable.com/2011/09/20/kiva-matt-flannery-social-media/ bigducknyc.com
  • 33. http://storify.com/philanthropy/why-do-you-tweet-as-a-nonprofit-leader bigducknyc.com
  • 34. https://www.facebook.com/rinkusen.1232 bigducknyc.com
  • 35. https://www.facebook.com/arc.org bigducknyc.com
  • 36. https://twitter.com/#!/ARC_RinkuSen bigducknyc.com
  • 37. http://www.linkedin.com/pub/rinku-sen/7/334/9a3 bigducknyc.com
  • 38. https://www.facebook.com/NancyGBrinker?sk=wall&filter=1 bigducknyc.com
  • 39. https://www.facebook.com/NancyGBrinker/posts/324268210949333 bigducknyc.com
  • 40. https://www.facebook.com/PlannedParenthoodPresident bigducknyc.com
  • 41. https://www.facebook.com/PlannedParenthoodPresident/posts/10150503550912202 bigducknyc.com
  • 42. 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
  • 43. Parting tips for organizations• 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
  • 44. Resources bigducknyc.com
  • 45. Big Duck Resources• Big Duck website www.bigducknyc.com• Duck Call blog www.bigducknyc.com/blog• Duck Pond e-news www.bigducknyc.com/DuckPondE- news• Today‟s slides http://bit.ly/SM4CEOs bigducknyc.com
  • 46. Resources• Nonprofit Technology Network www.nten.org• Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-media- decision-guide• NPower http://www.npower.org/ bigducknyc.com
  • 47. Articles and Reports• Social Media for Nonprofit CEOs—How one Executive Director Manages it http://www.bigducknyc.com/blog/• 5 Big Reasons CEOs Should Get Social http://mashable.com/2011/12/02/social-ceo- infographic/• Networking Sites and Our Lives, Pew Internet http://www.pewinternet.org/Reports/2011/Technolo gy-and-social-networks• Nonprofit Social Network Report http://www.nonprofitsocialnetworksurvey.com bigducknyc.com
  • 48. Books• Social Media for Social Good:Heather Mansfieldhttp://nonprofitorgs.wordpress.com/book/• The Networked Nonprofit: Beth Kanter, Allison Finehttp://www.amzn.com/0470547979• Open Leadership: Charlene Lihttp://www.amzn.com/0470597267• The Social Organization: Anthony Bradley, Mark McDonaldhttp://www.amzn.com/1422172368• Humanize: Jamie Notter, Maddie Granthttp://www.amzn.com/0789741121 bigducknyc.com
  • 49. Want to learn moreabout Brandraising?Get the book! SeeJenna to buy a copy. bigducknyc.com
  • 50. 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
  • 51. Contact Sarahsarah@bigducknyc.comtwitter.com/bigducksarahlinkedin.com/in/bigducksarah bigducknyc.com
  • 52. Contact Big Duckbigducknyc.combigducknyc.com/blogfacebook.com/bigducktwitter.com/bigduck bigducknyc.com
  • 53. Upcoming Workshops9/27: Big Duck webinar—Making your website easier to read10/24: Bagels at Big Duck: Brandraising, Episode II: The Creative Processhttp://www.bigducknyc.com/resources/workshops bigducknyc.com
  • 54. Thanks! bigducknyc.com