Social Media for Nonprofits PRSA Miami Workshop


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PRSA Miami invited local non-profit organizations to a full-day workshop on social media for nonprofits. Presenters Chelsea Duran and Agustina Prigoshin shared practical tips and tools to engage and grow organizations through various social networks; how to implement best practices and comply with privacy issues; manage and respond to wall posts and tweets; use third-party tools to monitor social media activity and capitalize on "influencers" and more.

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Social Media for Nonprofits PRSA Miami Workshop

  1. 1. PRSA Miami Nonprofit Workshop  Social Media for Nonprofits August 18, 2011 Agustina Prigoshin Chelsea Duran
  2. 2. Let's connect     <ul><li>Hashtags 101 </li></ul><ul><ul><li>Today's hashtag #PRSAMiamiNP </li></ul></ul><ul><li>Where to find PRSA:  </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> (@PRSAMiami) </li></ul></ul><ul><li>Follow Agustina and Chelsea on Twitter:  </li></ul><ul><ul><li>@AgustinaP </li></ul></ul><ul><ul><li>@chelsead </li></ul></ul>
  3. 3. Where to start <ul><li>Facebook     </li></ul>Twitter     YouTube  
  4. 4. Facebook best practices <ul><ul><li>Logo </li></ul></ul><ul><ul><li>Mission </li></ul></ul><ul><ul><li>External links </li></ul></ul><ul><ul><li>Favorites - partnerships </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Specific apps - Causes </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Frequency of posts </li></ul></ul><ul><ul><li>Stimulate conversation </li></ul></ul>
  5. 5. Nonprofits to follow on Facebook     <ul><li>Organizations that are raising the bar  </li></ul><ul><ul><li>American Red Cross </li></ul></ul><ul><ul><li>(RED) </li></ul></ul><ul><ul><li>Charity:Water </li></ul></ul><ul><ul><li>LIVESTRONG </li></ul></ul><ul><li>Resource: </li></ul><ul><li>Non-Profits on Facebook </li></ul><ul><li> </li></ul>
  6. 6. Twitter best practices <ul><ul><li>Logo </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Following </li></ul></ul><ul><ul><li>Retweets and replies </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Length of message </li></ul></ul><ul><ul><li>Be vocal </li></ul></ul><ul><ul><li>Personality </li></ul></ul><ul><ul><li>Tone - be human   </li></ul></ul>
  7. 7. Nonprofits to follow on Twitter     <ul><li>Super tweeters making a difference </li></ul><ul><ul><li>Livestrong </li></ul></ul><ul><ul><li>Kiva </li></ul></ul><ul><ul><li>AARP  </li></ul></ul>
  8. 8. YouTube best practices <ul><ul><li>Channel </li></ul></ul><ul><ul><li>Skin </li></ul></ul><ul><ul><li>Sharing </li></ul></ul><ul><ul><li>YouTube for Nonprofits </li></ul></ul><ul><li>Content </li></ul><ul><ul><li>Compelling content </li></ul></ul><ul><ul><li>Cross-promote </li></ul></ul><ul><ul><li>Make content the star </li></ul></ul><ul><ul><li>Consistency   </li></ul></ul><ul><ul><li>Resources:  YouTube Creator Playbook   </li></ul></ul>
  9. 9. Nonprofits to follow on YouTube     <ul><li>Videos that captivate and inspire change  </li></ul><ul><ul><li> Humane Society </li></ul></ul><ul><ul><li>Brooklyn Museum </li></ul></ul><ul><ul><li>UNICEF USA        </li></ul></ul>
  10. 10. Third-party tools to help you manage     <ul><li>Hootsuite     </li></ul>Image: ASTD
  11. 11. Third-party tools to help you manage     <ul><li>Tweetdeck     </li></ul>Image: netsperience 2.x
  12. 12. Third-party tools to help you manage    <ul><li>CoTweet </li></ul>
  13. 13. Effective measurement tools      <ul><li>Free </li></ul><ul><ul><li>Facebook / YouTube Insights </li></ul></ul><ul><ul><li>Hootsuite (Basic plan) </li></ul></ul><ul><ul><li>Tweetreach (free up to 50 tweets)   </li></ul></ul><ul><ul><li>Klout </li></ul></ul><ul><li>Paid </li></ul><ul><ul><li>Radian6 </li></ul></ul><ul><ul><li>Sysomos </li></ul></ul>
  14. 14. Social media release <ul><ul><li>What is it? </li></ul></ul><ul><ul><li>How it can help? </li></ul></ul><ul><li>Resources:   </li></ul><ul><ul><li>Pitchengine </li></ul></ul><ul><ul><li>PR Newswire  </li></ul></ul><ul><ul><li>PR Web </li></ul></ul>
  15. 15. Policy <ul><ul><li>How to talk on behalf of the company </li></ul></ul><ul><ul><li>Transparency </li></ul></ul><ul><ul><li>Disclosure </li></ul></ul><ul><li>Resources </li></ul><ul><ul><li>IBM Social Computing Guide   </li></ul></ul><ul><ul><li>Red Cross Social Media Handbook   </li></ul></ul>
  16. 16. Handling tough comments <ul><li>Air Force Blog Assessment  </li></ul><ul><ul><li>Assess </li></ul></ul><ul><ul><li>Evaluate </li></ul></ul><ul><ul><li>Respond </li></ul></ul>
  17. 17. Valuable nonprofit social resources <ul><ul><li>Beth Kanter  -  The Networked Nonprofit </li></ul></ul><ul><ul><li>SocialFish  - follow @MaddieGrant  </li></ul></ul><ul><ul><li>Social Media Explorer   </li></ul></ul><ul><ul><li>Duck Call blog - Big Duck NYC </li></ul></ul><ul><ul><li>Eloqua’s Social Media Playbook   </li></ul></ul>
  18. 18. Case study - American Red Cross <ul><li>Red Cross and Dogfish Head Brewery incident:  </li></ul>
  19. 19. Case study - American Red Cross     <ul><li>Saved by the boss ... and the brewery. </li></ul>
  20. 20. Case study - Fairtweets <ul><ul><li>Ben & Jerry's putting unused Twitter characters to good use, sharing Fair Trade message  </li></ul></ul>
  21. 21. Case study - Sea World <ul><ul><li>After orca whale killed trainer in Orlando, Sea World silenced @Shamu </li></ul></ul>
  22. 22. Case study - Nestle <ul><ul><li>Greenpeace extends ongoing battle with Nestle to Facebook </li></ul></ul><ul><ul><li>Nestle deletes comments made on Facebook by users with fake Nestle avatars </li></ul></ul>
  23. 23. Case studies <ul><li>Create an execution plan:  </li></ul><ul><ul><li>Identify a crisis. </li></ul></ul><ul><ul><li>What would your message and strategy be?  </li></ul></ul><ul><ul><li>Which networks would you use to execute?  </li></ul></ul>
  24. 24. World Cafe     <ul><li>Red Cross/Dogfish Head Brewery </li></ul><ul><ul><li>What did you like/ not like?  </li></ul></ul><ul><ul><li>What would you do differently?  </li></ul></ul>
  25. 25. Thank you! <ul><li>Find this presentation:  </li></ul><ul><li> </li></ul><ul><li>Connect:  </li></ul><ul><ul><li>@AgustinaP </li></ul></ul><ul><ul><li>@chelsead </li></ul></ul><ul><ul><li>@PRSAMiami </li></ul></ul><ul><ul><li>@oursjmc </li></ul></ul><ul><ul><li>@FIU </li></ul></ul>