Social Media for Social ChangePresentation Transcript
what is social media?
1. Public Relations
2. Customer Service
3. Loyalty Building
6. Thought Leadership
7. Customer Acquisition
....simply put, social media are digital tools that let
you share information and network with other.
social media is...
... about interactions and conversations
...about democratizing communication; shifting the
power from broadcasters to the hands of people
...about humanizing your organization’s personality,
mision, vision and values - ie: broadcasting your brand
...expected from all organisations and companies
...about turning your mailing list into your community
....about engaging, not broadcasting; about listening to
your constituents, not sharing with them
social media is not...
...going to work without a strategy
...a one-way experience
...just for kids
...about the tools, but what you do with them
...just about fundraising
....the answer to everything
how can social media
work for social change?
Change making organizations have been very
successful in using social media to build
awareness, community and funds around their
However, social media is not the right way for all
organizations to communicate, and different social
media tools will work for different organizations. It is
important to recognize which tool(s) will work best
for you. Quality over Quantity.
some social media stats
3 out of 4 americans use social media
2 out of 3 global internet users use social media
over 500 million users
over 3.5 billions pieces of content posted each week
over 75 million users
over 3 million tweets per day
100 million videos viewed per day
24 hours of video uploaded every minute
how can social media
SFT on Facebook
Students for a Free
Tibet Facebook Page:
Currently over 30,000 fans.
In one week, average..
- 20 new fans
- 200 “likes” on posts
- 80 comments on posts
- 15 wall posts by Org.
(average ~ 2 times per day)
- over $150,000 raised
Posts vary from news and things
that require fans to take action
2009 Iran Election
Restriction placed on all media outlets during the 2009 Iran Election...
resulted in the rise of Citizen Journalism...
News coming from citizens inside Iran via Twitter being broadcast around
the world by major news organisations (ie BBC, CNN, Al Jazeera etc.)
which raised major awareness and action from citizens around the world.
who is your audience?
people interested in your cause
professionals who do work in your cause area
what are your goals?
raise awareness engage current constituency
build trust motivate staff
communicate brand fundraise
recruit new audience exchange ideas
how can you maintain and
communicate your brand?
links to website
relevant news and posts
what tools can you use?
what types of content
can you share?
program overviews videos
program updates vlog entries
program photos blog posts
event information cause/org in the news
• keep length of posts short and link to the rest
• stay on top of timely news and post immediately
ideas for content
1. Share breaking news
2. Post calls to action
3. Ask supporters to donate
4. Share stories, photos & videos from events
5. Allow guests to share expertise & experience
6. Share stories from the ﬁeld
7. Share resources
8. Highlight press coverage
9. Interview experts, volunteers, donors, & board members
10. Share your social media success stories
how can you engage
Don’t just post and self-promote
ask and answer questions, respond to
questions, engage in a dialogue with your users.
Post a variety of media
different people respond to different types of
posts. use videos, photos, other media
Customize the user experience
use the brand to customize the look and feel of
all social media sites
how can you
how often are you posting content?
how many people are visiting your site(s)?
- how many people “like” your facebook page?
- how many followers do you have on twitter?
how many people are commenting on your posts?
how many people are re-posting your content?
how many staff members are creating content?
how much money have you raised?
1. know your vision
2. ﬁnd your community
3. share your vision and story with them
4. invite them to act
5. invite them to share your message
6. ﬁnd groups like yours and work together
to make your social media
sites the primary source
for anything related to your
cause and your organisation.