Social Media Listening for Nonprofits

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A great primer for noprofits who want to begin a social media listening program. Discusses how why to listen, how to listen, when to respond, and more.

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Social Media Listening for Nonprofits

  1. 1. Skill Building: Listening with Social Media – Part 1 Chad Norman & Danielle Brigida
  2. 2. If You’re Tweeting: #nplistening
  3. 3. Why Should My Organization Be Listening?
  4. 4. Everyone’s Saying Something
  5. 5. Turn the Megaphone Around Photo via altermark: www.flickr.com/photos/altemark/337248947/
  6. 6. Listening can affect the bottom line
  7. 7. What Should My Nonprofit Be Listening For?
  8. 8. <ul><li>You should be listening for: </li></ul><ul><li>Keywords from your website </li></ul><ul><li>Mentions of your organization </li></ul><ul><li>Your executive director’s name </li></ul><ul><li>Special events you’re running </li></ul><ul><li>Causes you support </li></ul><ul><li>Campaigns you’re managing </li></ul>
  9. 9. <ul><li>You should be listening for: </li></ul><ul><li>Keywords from your website </li></ul><ul><li>Mentions of your organization </li></ul><ul><li>Your executive director’s name </li></ul><ul><li>Special events you’re running </li></ul><ul><li>Causes you support </li></ul><ul><li>Campaigns you’re managing </li></ul>
  10. 10. Where Should My Nonprofit Be Listening?
  11. 11. There are different tools for different things: <ul><li>search.twitter.com </li></ul><ul><li>Social Mention </li></ul><ul><li>Ice Rocket </li></ul><ul><li>Blog pulse </li></ul><ul><li>BoardReader </li></ul><ul><li>BackTweets </li></ul><ul><li>Backtype (for comments from other people) </li></ul><ul><li>Disqus (for comments that you post) </li></ul><ul><li>Facebook community pages </li></ul>
  12. 12. Listening with Tips and Tricks Freedigitalphotos.net
  13. 13. Starting With the Basics http://search.twitter.com
  14. 14. www.prnewsonline.com Words Location Dates Feelings Links/RTs Search:
  15. 15. Search for Key Words… www.prnewsonline.com It allows you to be relevant
  16. 16. Searching Links… www.prnewsonline.com
  17. 17. Save Your Searches or Feeds www.prnewsonline.com
  18. 18. Search Twitter Bios www.prnewsonline.com
  19. 19. www.prnewsonline.com WThashtag.com
  20. 20. www.prnewsonline.com Twazzup.com
  21. 21. www.prnewsonline.com Pay Attention to Tweet Reactions
  22. 22. Using Twitter Lists www.prnewsonline.com
  23. 23. Search Sites for Keywords Search News Search Blogs Search Social Sites
  24. 24. You can start by building a listening dashboard with tools like iGoogle.
  25. 25. We Explore Communities = Reach Gardeners Caregivers Locally Concerned Enthusiasts Caregivers Activists
  26. 26. Sifting through Communities
  27. 27. Tracking Mentions and Having Conversations
  28. 28. Tracking Allows for Engagement
  29. 29. Who From My Organization Should Be Listening?
  30. 30. A Few Things to Figure Out… <ul><li>Who will do the listening? </li></ul><ul><li>Will you have a response policy? </li></ul><ul><li>How will you measure success? </li></ul><ul><li>What do you do with the data? </li></ul>
  31. 31. When Should My Nonprofit Respond? Photo via floridapfe: www.flickr.com/photos/floridapfe/2165029667/sizes/l/
  32. 32. Who From My Organization Should Be Listening? When Should My Nonprofit Respond? Use Your Ears But Don’t Forget to Open Your Mouth Photo via floridapfe: www.flickr.com/photos/floridapfe/2165029667/sizes/l/ <ul><li>Respond </li></ul><ul><li>Retweet </li></ul><ul><li>Reply </li></ul><ul><li>Reach out </li></ul>
  33. 33. Write Down a Plan and Distribute it to Your Staff <ul><li>How to respond to: </li></ul><ul><li>Direct Questions </li></ul><ul><li>Positive Comments </li></ul><ul><li>Negative Comments </li></ul><ul><li>Incorrect Information </li></ul><ul><li>Feedback </li></ul><ul><li>v </li></ul>
  34. 34. How Does My Nonprofit Measure the Results? <ul><li>By tracking… </li></ul><ul><li>Mentions </li></ul><ul><li>Retweets </li></ul><ul><li>Sentiment </li></ul><ul><li>Shares </li></ul><ul><li>Hashtag Use </li></ul>
  35. 35. What Are Some Tools My Nonprofit Can Use? Google Analytics Facebook Insights Flickr Pro Account YouTube Insight Search.twitter.com BackTweets.com Twitterholic.com Twinfluence.com Twitalyzer.com Twittercounter.com
  36. 36. Questions?
  37. 37. Thank you! [email_address] twitter.com/chadnorman [email_address] twitter.com/ starfocus Blackbaud.com/ChadNorman www.WildlifePromise.org Let’s keep the conversation going…
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