Social Media 201 for Nonprofits


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Social Media presentation for people with some experience.

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Social Media 201 for Nonprofits

  1. 1. Lets Get Social: Social Media 201 forPublic Health Professionals May 11, 2012 Plymouth, MA Presented by David Crowley
  2. 2. Your hopes for this workshop?
  3. 3. Agenda Benefits of social media platforms Planning for social success Facebook hands on Twitter hands on
  4. 4. What brings me here… Connecting people to community info key to Social Capital Inc. (SCI) mission. Using technology to engage people has been key to our work. Early evidence that social media can strengthen relationships. We’ve had some success…
  5. 5. SCI & David on Social Media @socialcap 3869 followers (400 new past 4 months); @cookingchat 1053 @davidbcrowley 508 713 LinkedIn Connections 327“likes” on Facebook (socialcapital) 715 have circled davidbcrowley on Google+ since July launch, 1072 following SCI on G+ since pages launched in Nov. Over 12,000 unique visitors to our websites every month Klout score=56 Have recruited volunteers & applicants for positions, gotten a job for an alum, reached new donors, increased web traffic…
  6. 6. Facebook benefits 900+ billion users! Leverages existing social ties (and relationships your org has) Visual appeal Ease of use (especially for the basics needs of a typical user)
  7. 7. Top demographics on Facebook: 1) 21- 24 yr olds 2) 18- 20 yr olds 3) 35- 44 yr oldssource
  8. 8. Cautions re: Facebook Based on friend relationships; not as open to reaching general public as other platforms Page engagement drop since timelines. The typical Facebook page post only gets into 16% of newsfeeds.  Strategy & work required to do better than 16%! Basic use fairly easy, but various settings, frequent changes, etc. can get complicated.
  9. 9. Twitter Benefits Short format, quick to share & scan for info More open than FB or LinkedIn Chance to engage w people who share interests, many who you wouldn’t otherwise reach Monitor subjects of interest Way to find content to share elsewhere Dynamic—lost bird story Why I tweet
  10. 10. LinkedIn Especially good for accessing particular contacts Groups can be useful. The “message” function is also very useful & underutilized. E.g “I sent a batch of 50 messages while writing this. Within 2 minutes of sending the message, the message had shared with 3,553 more people on Twitter, thanks to Tweets by @mimio00, @good2gether and SCI alum @kmcconkie (3 more Tweets came in within the hour, but I think you get the point).”
  11. 11. Blogging/Your website More control over format Better place for more detailed information Long-term storage (tags & categories)
  12. 12. New Kids on the Block
  13. 13. Planning Who is your audience for outreach you are doing? What results do you hope to achieve communicating with your audience? What kinds of branding messages & info do you want to share? Your social media channels & messaging should flow from your answers—how can social media help you reach this audience? Show content planning templatesSpend a few minutes thinking about your answers to these.
  14. 14. Leveraging Facebook #1 Post photos and videos! Most shared content.  Create photo albums for your big events  Post to albums in a few batches over time  Tag those photos You can’t tag friends if you don’t have any  Have several page admins that can leverage their own friend relationshps  Your page should like other pages  Ask contacts to like your page via email, LinkedIn, etc.  Put your Facebook address on print materials. Move on to the hands on demo & practice here
  15. 15. Getting seen on Facebook How people see your content  people who like your page  people interact w your page  “Edgerank” is algorithm that determines who sees your page in the new newsfeed. Priotizes (in order) 1) Shares 2) Comments 3) Likes
  16. 16. Strategies for Interaction & Growth Review your insights (or a neighbors) Discuss: what post got the most interaction for you. Why? What items didn’t get much interaction? What could you do to get more interaction? Try something...
  17. 17. Facebook page admins: not to do list! Contact info or promotions in your cover photo Run promotions using the regular Facebook page features (like this, share this, etc.). Need to use a separate app. More not to dos:
  18. 18. Other Facebook questions?
  19. 19. Let’s take a closer look at some Twitter basics…
  20. 20. What is Twitter?  a social networking and microblogging service, enabling its users to send and read messages called tweets. Tweets are text-based posts of up to 140 characters  displayed on the users profile page. Tweets are publicly visible by default. Users may subscribe to other users tweets – this is known as following and subscribers are known as followers or tweepsSource: Wikipedia 4/25/11
  21. 21. Getting started w Twitter Associate the account with an email address. Choose a short username or “handle” [you will have an existing account for your SCI Tweets]  A handle that is easy to remember makes it more likely people will “retweet” you.  Your handle uses up some of the 140 characters when retweeted The profile helps people can quickly see where you are, what you are Tweeting about. (help them decide to follow or not). We will be providing templates soon. (see next slide)
  22. 22. Twitter Basics Your Tweets:  Type into the “What’s New” box upper left  140 characters or less—125 is better to leave room for “retweeting”  Can be viewed by anyone on the Internet (unless you protect your Tweets-not recommended for biz)  Most likely to be seen by your followers  Also may be found by people searching for relevant terms “HACC”  5-10 Tweets a day is common for active users  Timing Tweets with Tweetdeck or Hootsuite is a good idea
  23. 23. Twitter Basics Timeline  Stream of Tweets from Tweeps you follow  Fast moving stream if you follow a lot of people  Expectations to respond or have read a Tweet only comes in if they @ mention you
  24. 24. Twitter basicsMentions When someone references you in their tweet, with your handle, this is called a mention. It will show in your “mention” stream on  You generally should chime in promptly when someone mentions you. A mention starting w your handle, e.g. “@socialcap you have great AmeriCorps members”, is considered an “@ reply” or message.  This is a way of directing a tweet toward someone in particular, but anyone on the web could see it (though it will only show in the stream of people who are following both you & the person you are interacting with.  So if you want reference someone in a way that maximizes people who see it, you should start with something other than their handle. E.g. “Looking for the latest Dorchester news? Follow @mydorchester”
  25. 25. Twitter basics Retweets “RTs”  Shows you are sharing someone else’s content  Sharing good content from others (and providing content people want to share) lies at the heart of Twitter.  RTing with comments even better-you’re adding more value.
  26. 26. Retweeting with commentsSharing in your own words, with “via”
  27. 27. #hashtags Part of workshop in which David extols the virtues of hashtags, explains and shows how they work, and discusses examples of why they are important. Today’s hashtag is #seCHNA (not cap sensitive)
  28. 28. My top Twitter Tips Determine the topics you are going to focus on. TWEET! Engage, tweet. Tweet some more. Tweet throughout your day—find a good article, tweet it. At a meeting, tweet it. Follow generously, use lists & search feeds to keep closer eye on key people/topics.  Clean up your following accounts. I recommend Use hashtags (but don’t overdue it, 1 or 2 per tweet is good). Include a link in most tweets. Reciprocate. Schedule your tweets, spread timing out (but know when you get most action) …post your most important ones 5-10 times throughout the week. 16 tips on building your following base
  29. 29. More Twitter Tips Engage, don’t just push out marketing info  Be responsive to those who RT & mention you  To “talk” directly to someone  Publicly: start your Tweet w their handle  e.g. @HACC Great meeting tonight!  Privately: use the Direct Message “DM” function  Strive for at least 80% non-selling messages. Lists become helpful when you’re following hundreds or more. Use a tool like TweetDeck or HootSuite
  30. 30. Resources (public health/social media) Article on Boston Public Health campaign on sexual health http:// =8251025&page=1#.T5arJ7PWZog CDC social media http://
  31. 31. Resources (gen social media) Bookmarks for Facebook articles/resources: Bookmarks for Twitter articles/resources: Longer list of bookmarks for all social media: The Nonprofit Facebook Guy Beth Kanter, co-author of The Networked Nonprofit http://