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Getting in the swim - Effective management of social media
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Getting in the swim - Effective management of social media


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  • This workshop is for individuals who are currently using social media and want to increase the use of these tools and expand their organization's communications and influence. Twitter, Facebook, LinkedIn and Google+ will be discussed. This workshop will focus on going deeper, without getting overwhelmed. Interactive discussion and suggestions.
  • Goals of the workshop – Address common issues with managing, share tips, point out resources
  • Using communications technologies to engage in conversations, sharing. Social media is not a fad or trend. Near universal access to the Web and increased use of mobile phones and tablets – only continue to grow. It’s ingrained in how people relate and work together.
  • Non profits are employers too. Need to work within employment law.
    Policy outlines “roadmap” for spokespeople. Don’t be overly prescriptive, eg. Airforce.
  • There’s tons of social media services out there. Don’t fall prey to ‘shiny new object’ syndrome.
  • Narrow focus – think strategy.
  • Majority use social to stay connected to friends.
  • Listen to social media first. Get the hang of topics, tone of conversations… Do searches and save them. Visit to see what developments are happening on a topic. Use social media as a tool to listen to the conversation
  • Engaging means two-way conversation! Be human!
    Twitter – Twitter is like wading into a stream – don’t try to read/reply to everything – 140 characters – short pithy
    Facebook – chatty / friendly voice – questions engaging – do reply, do comment, do share links
    LinkedIn – professional – questions / answers – referrals, guidance
    Google+ - like FB, questions, sharing, reply, commenting
  • HubSpot is a great resource. Free Webinars/slidedecks/ebooks on topics. Based on research.
  • Management tools. Let you schedule tweets, save searches, get analytics.
  • Even if you are one-person shop, set up a schedule for yourself. Put it on your calendar.
  • Appropriately – frequency that is right for the channel, timely – current information, quality information.
  • Let’s dive deeper.
  • According to FB< Facebook has >800 million active users. 80 percent outside US. --- Digital Buzz blog says 206 million FB users in US. 71 percent of US Internet audience uses Facebook.
  • Google’s answer to Facebook. Relatively new.
  • Via Jon N. - Twitter Chats – hashtag and a time - #PRRVACHAT
  • More than looking for a job…
  • Some additional layers of social media you might want to try. Coney Island – it’s a boardwalk out there.
  • Professional QA
  • Pinterest – Visual bookmarking. Growing rapidly.
  • Content brainstorming
  • Transcript

    • 1. Community Works 2012 Advanced Social Media: Making It Worth Your Time Getting In The Swim Without Drowning
    • 2. You’re in the water, now what?
    • 3. Social Media • Definition • Quick Poll – What social media networks are you using? – How frequently? – What are your success factors? Or What Would You Like Your Results to Be?
    • 4. Social Media Policies Does My Non-Profit Need a Social Media Policy? – Yes! And you should revisit it: • Address both employee use & organizational spokespeople. • Monitor. • Keep it simple, flexible: – Include elements such as encouraging “good judgement” and “common sense” – Be who you are – Respect the audience – Be factual and accurate – Use a disclaimer
    • 5. Overwhelming Part
    • 6. Managing Social Media • Narrow focus – Think ROI. • Audience Research. • 52 Small Changes: One Year to a Happier, Healthier You - 1 small change per week. • Habits - Examples – Healthy Eating, Exercise, even Brushing Your Teeth. • Changing workflow, then it’s established as a habit.
    • 7. Strategy: Focus on Audience • Demographics/Changing Society – Pew Internet*: • Fully 65% of adult Internet users now say they use a social networking site like MySpace, Facebook or LinkedIn, up from 61% one year ago. This marks the first time in Pew Internet surveys that 50% of all adults use social networking sites. (Aug 2011) • 14% of users say that connecting around a shared hobby or interest is a major reason they use social media. (Nov 2011) *
    • 8. Strategy: Focus on Audience • Demographics/Changing Society – Millenials* • Born between 1978-1992. • Grown up with MTV, blogs, Facebook & MySpace, texting. • Volunteerism required in middle and high school – teen volunteerism doubled between 1989 -2005; college volunteerism increased 20% between 2002 -2005. • But different in approaching volunteerism and activism – inconsistent or intermediated. *Source: The Networked Nonprofit, Beth Kanter & Allison H. Fine
    • 9. Strategy: Listening • Be an efficient Listener. • Save Searches – Google News (RSS or Google Alerts). • Save Twitter Searches and #Hashtags. –!/search/food% 20insecurity –!/search?q=%2 3foodinsecurity • “Like” other nonprofits (in your space) Facebook pages, read posts,comments. • Use Google+ circles to follow others and listen there. • Join appropriate LinkedIn Groups.
    • 10. Strategy: Engaging • Be Engaging – But That’s Different in Each Channel: - Twitter - Facebook - LinkedIn - Google+
    • 11. Quick Poll • Twitter users – How do you view Twitter? How is it effective for your organization? • Facebook pages – How do you use Facebook? • Google+ pages – Do you have a Google+ page? How are you using it?
    • 12. Timing Tweets, Posts • HubSpot* Marketing – Research Data – Twitter • Population on Twitter – 50 % East Coast. • Retweets – 2 pm – 5 pm. Late in day & week most Retweets. • Click through rates increase with volume – Tweet more! • Click through rates better with spacing - But don’t crowd your content. – Facebook • Sharing increases on the weekend. – Blogging • Publish on weekend for comments. *Source:
    • 13. HootSuite (example of scheduling tools) Also TweetDeck, CoTweet,, mobile apps for updating on the go.
    • 14. Frequency Chart Social Media Staffer A Staffer B Twitter 5 Per Day 10 Per Day Facebook 2 Per Day 1 Per Day Google+ 1 Per Day 2 Per Day LinkedIn 2 Per Week 1 Week Example of a schedule to manage your Social Media, trying to be more active on Twitter, less so on FB, Google+ and LinkedIn. Tie workflow into other activities, such as Web site or email updates. As you build followers, more activity and commenting is certainly required.
    • 15. Building Audiences (Fans, Friends, Followers, and the like) • Use Social Media tools appropriately. • Be human, responsive and have a voice. • Use offline/online tools to promote, promote (and sharing tools to your Website, e.g. AddThis). • Be judicious about donation requests (donors don’t want to be thought of as ATMs). • Connect to other news channels Websites, email blasts, email newsletters. • Use your analytics to measure progress. • Experiment - it’s OK to be incremental. • Start for social/personal and move to professional use.
    • 16. The Essentials
    • 17. Social Media Channels • Facebook – Content is about engagement – ask questions, respond. – Share links but add opinions, thoughts. – Not just your newsletter re-hashed. – Photos, videos add interest. – Think brand building – offer banners, quotes. – Leverage Groups, Events functionality – Customize your landing page. – Ads – very effective at targeting.
    • 18. Social Media Channels • Google+ – Content – sharing, engagement. – Opened its business, org pages in November ’11. – Why important? Google adding to search (SEO). – Circles – Manage followers by Circles, Getting included in influential circles gets you followers. – Hangouts – Quick way to do webinars, meetings. – Caveat – Tied into a lot of Google products, tread carefully.
    • 19. Social Media Channels • Twitter – Content: quick updates, reminders, sharing links, news articles, contests. – Timely! – Use or other URL shortener. – Build audience using #hashtags, RTs, #FF, Lists, @Mentions. – Conferences/Events – set up a hashtag, have someone tweet keynote. – Photos: Twitter pics/Instagram. – – pulls together Twitter list into a readable daily blast.
    • 20. Social Media Channels • LinkedIn – Professional Networking. – Set up a Profile. – Join Professional Groups/Set A Group Up: • Ask questions. • Offer answers. • Share news related to your interests. • Contact people. • Manage and moderate, make it helpful, not spammy.
    • 21. Additional • Once you’ve covered the essentials, you might want to try these.
    • 22. Social Media Channels • YouTube – 1 Billion Views per Day in 2009; 4 Billion Views per Day in 2011. – Videos can be effective in telling your story. – Production quality is up to you. – Short clips are voraciously consumed and perfect for watching a wide variety of content.
    • 23. Social Media Channels Quora • Follow topics. • Post and answer questions. • Can be used to show professional expertise.
    • 24. Social Media Channels *Source: Monetate. Also Bookmarking sites: Delicious, Reddit, StumbleUpon Pinterest ( - Virtual Visual Bulletin Boards, Sharring
    • 25. Quick Poll • What does your management/leadership think of Social Media? • How many of you have a President/CEO who blogs, Tweets, Facebooks? • How many personally visit social networks daily? Multiple times per day?
    • 26. Tell Your Story, Listen to Theirs! • Content ideas – Have people share stories, ideas for programs – Share photos/videos from events – FB, Flickr, YouTube – “Seasonal” stories – Trends for the New Year, Valentine’s Day Wishes, Stories on Veteran’s Day – Contests – Naming contests, caption contests – Thank and encourage people – Volunteers, donors – Mobile ideas – Camera Photo problems in the community; Best costume at the parade, etc.
    • 27. Questions/Wrap Up Colleen Miller @cmiller237 - Twitter Sources identified in slides Photo Images in this presentation are from Flickr, CC license with no copyright restrictions Logos, screen shots are property of social media sites, used for illustration only