Agenda Social media 101 Where we are Where shelters are What shelters are doing Measurement Buy in & resources monitoring FB Elements and our structure Guidelines Privacy How to get started Best practices
How many of you are on Facebook? Twitter? For your org?
We have to accept the fact that some people will never go to our website or join our email list. We must adapt by having a presence where people are, and where they want to be communicated with. Social networking should not be looked at as replacing your website. Email is still our strongest driver in terms of response. It should be a part of your overall communications – email, website, web / print ads.
Shelters are in the same places larger nonprofits are. done by volunteers! http://youtube.com/watch?v=7A1jzNlOX4Q Add banners for your supporters to place on their own networking pages (“I adopted my cat from XYZ SPCA”) Use the calendar to promote your events Blog about what’s going on in your shelter Put a link to donate, adoptable pets, adoption procedure, and your website Put your contact info prominently on the page Make a video of a tour of your shelter Ask people to tell you their adoption stories and send photos Create a slideshow of successful adoptions Examples: http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendid=72469270 http://www.myspace.com/laspca http://www.myspace.com/ahs40342
Tangible Outcomes: We’re obtaining original content We’re increasing our email file We’re raising money We’re recruiting new donors We’re recruiting members, fans, friends We’ve created a “FB responders” bucket Intangible outcomes: We’re raising awareness about our issues We’re engaging people to participate in the issue We’re generating discussions on our issues We’re receiving buy-in from the top We’re earning recognition, media attention, and buzz
Your Name Acronyms Prominent staff Current campaigns Competition Detractors Influencers Email notifications Tweetbeep Google alerts RSS feeds Technorati search Twitter search Special software Radian6 Filtrbox
Put all of your friends into a friend list Start with Family, Friends, Work Go to Friends &gt; All Friends &gt; Create New List Then arrange Go to Settings &gt; Privacy Settings &gt; Profile Go through each setting and choose “customize” Under “except these people” choose the friend list you want to exclude for a certain section of your profile. Go to Settings &gt; Privacy Settings &gt; Search Set if you want people to be able to find you in Facebook’s search engine. Set what items people can see about you when they click on your name and are not your friend Set if you want Google to include your profile in search results
Case challenge and microsoft challenge – not for little orgs – remember all case challenge winners were small orgs with awesome grassroots efforts! Stop digfighting cause – right time, right place – raised $20k for pit bull rescue group It’s about integrating into all your online activities (web, blog, ads, email) We must not ignore traditional channels, but embrace the new ones and fit these channels into our overall communications strategies. Social Networking is not a silver bullet.
Social Media in Animal Welfare (Michigan Animal Welfare Conference 2009)
Social Media in Animal Welfare
Director of Emerging Media
The Humane Society of the United States
My name is Carie,
and I’m a social networking addict.
We have a team of 6. How do we know how to talk to these people? We are these people!
FACT: The way we communicate
is changing. It’s not a fad.
We must adapt by:
Having a presence in places where people are.
Finding new ways to engage our existing supporters
where they are.
Recruiting new supporters, donors and advocates
where they are.
Giving people a way to show they support us –
where they are.
Giving people an easy way to recruit friends, f
amily, and strangers where they are.
Memos > email > instant messaging > text messaging > Facebook > Twitter > ?
Social Media 101
Why this TOO?
Website Social network
One way communication Two way communication
Content generated in house Content generated by users
Organization’s voice People’s voice
Talking to people Talking with people
Expect information Expect interaction
Social networking has revolutionized the way we communicate and share
information with one another in today's society.
• Stay on top of latest trends
• Research new opportunities
• Train staff
• Have guidelines
• Take an integrated approach
• Measure everything!
• Showcase successes
• Don’t be afraid to fail
• Learn from mistakes
What Shelters Are Doing
Using social networks to:
• Recruit new volunteers
• Engage existing volunteers
• Solicit donations
• Showcase adoptable animals
• Recruit new supporters
• Engage existing supporters
• Build email list
• Recruit event participants
• Cover past events
• Educate the public
Check out what Central Oklahoma Humane Society is doing: http://www.okhumane.org/
Success is no longer just about
how many friends you have.
Do those friends do what you want them to?
• Sign advos and petitions
• Recruit friends
• Re-post your content
• Subscribe to your email list
You won’t know unless you measure and evaluate.
How do you measure success?
Unique URLs (source codes)
– Advo links in blogs and bulletins
– Advo links in banners and badges
– Donation links
Click through & conversion rates
– # of visitors and page views to quantify exposure
– Time spent on site or page to measure engagement
– Top pages and keywords to define interests
– Referring sites to find out where people are
RSS feeds (buzz)
Friend request / commenting trends in relation to other activities
…it’s not just about the money.
We started with
Got the buy-in
Don’t just tell them about it: get them involved!
Aggressive: CEO on Facebook,
Executive VP on Twitter
Passive: Communications SVP
Twitter via iPhone RSS Feed
Speaking of Buy-in…
We started out with 1 person.
New branch of Online Communications
Department called “Emerging Media”
• Director of Emerging Media (project manager)
• Emerging Media Manager (online volunteer
• Emerging Media Specialist (brand monitoring)
• Social Media Specialist (Facebook, MySpace)
• Internet Marketing Specialist (ads, SEO, analytics)
• 4 virtual interns
• street team
• several furry office mascots
Twitter link on Press Releases = 300 new followers in one day
Sharing functionality on web stories = addthis now a top referrer
# new emails, donations via unique URLs (source codes)
Setting goals on # friends, followers (they get really excited!)
Social media links on homepage and emails
Increased resources and interest
Internet Communications Code of Conduct
Guest Tweeters in PR, Campaigns, Emergency Services
It takes time to
filter through them
all but is worth it.
Many people refer
to us as “the
Many tweets are
but also makes for
We monitor all mentions of “HSUS” and “humane society”
At the very least..
You should have Google Alerts
and Tweetbeep notifications
or an RSS feed from Twitter Search
for your brand name.
Why the focus on Twitter?
Twitter is the most real-time
account you have of what people
are saying about you.
What if I’m a smaller business /
These same principles can apply
People talk (a lot) on a local level.
Follow interesting hashtags and
Start your own!
Facebook Fan Page
for businesses, organizations, public figures
official HSUS presence – only one
organized by interest
each state / campaign can have one
for specific movements
each state / campaign can have many
a real person
each person has one – but only one
HSUS Facebook Structure
Employees can be your best brand advocates.
• Have a social media policy so they know
what they can and can’t do. Focus on the
• Bring web-savvy employees
into the process
• Incorporate social media into
• Help them understand privacy
settings and learn the tools
• Address anonymity and personal
The time to have a social media policy is NOW.
Dual accounts are a violation of
Facebook’s Terms of Service
Use Friend Lists to organize
Categorize friends based on
what you do (or don’t) want
them to see
Set up friend lists > set privacy
settings > set search settings
Develop guidelines for participating in
Answer questions like:
• Can I start my own Facebook or
• Can I post a comment on a news
story covering one of my issues?
• What do I do when I see the HSUS
being unfairly criticized online?
• Do I need to let someone know if I
NEVER post something you wouldn’t want
on the front page of the New York Times!
(Or something you wouldn’t want your mother or boss to see!)
My advice to employees
How To Get Started
#1 - Decide if you’re ready.
You are ready if:
• You have the time and resources to invest in getting started.
• You’ve gotten over the fear of losing control of your message.
• You are okay with opening the door to criticism.
• You know how to measure your success.
• You can get around approval processes
• Your organization is ready to integrate social media into other activities
• You’ve got buy in from the top – down.
#2 – Google yourself.
See where other s have already established a presence for you:
• MySpace profiles and groups
• Facebook Fan Pages, Groups, Causes, and other Apps
• Blogs, Youtube, Flickr
#3 – Assign resources.
• Get a volunteer, intern or existing staffer
• Young, internet savvy, on social networks ALREADY! SO
#4 - Pick one venue and build it up
• Take what you learn and expand to other networks
• Repurpose your Flickr, YouTube content on MySpace, Facebook
#5 – Track your successes (and failures!)
• Referring stats for visitors from your website
• Source codes for conversions from your CMS
• Friend and commenting trends from the networks
You don’t need a fancy stats or CMS program. Google Analytics is free!
You don’t have to be big to be successful.
Social media can be OVERWHELMING.
“If you’re working for the weekends, your shit is BROKE.
Do what you LOVE!” -@garyvee #sxsw
Director of Emerging Media
The Humane Society of the United States
HSUS Networks: humanesociety.org/connect