Social Media  For Organizations
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Social Media For Organizations

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Presentation prepared for NSSR on June 5, 2009. More info and further reading:

Presentation prepared for NSSR on June 5, 2009. More info and further reading:

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  • 1. Social Media for Organizations Deanna Zandt June 4, 2009
  • 2. Moments in communication history
  • 3. History needs you
  • 4. But what is social media? The old way…. Muy Importante Pretty Also kind of important important Everyday Everyday Everyday person person person
  • 5. But what is social media? The new way….
  • 6. Why did this change? • Original intention of the web: Read/write web • Expectations of users have shifted – Grazers of information – Creators/collaborators of content
  • 7. What does this mean for my org? • Consistent with our values of empowerment, community – open, participatory, democratic, and accountable • Create loyalty and community by connecting • True value: 2% of 10,000 on a list versus 200 dedicated followers/friends
  • 8. Social capital access to ideas connections and talent the saved up reputation access to resources influence accomplishments “potential” access to further resources Credit: Tara Hunt, author of The Whuffie Factor,
  • 9. Authenticity is key • Your org has a unique voice and presence; be yourself • Tremendous value is placed on the “gift economy;” one-way streets go nowhere
  • 10. So how do I…?
  • 11. Facebook • What’s everyone else up to on Facebook? • According to Non Profit Social Network Survey, 80% of respondents have a staff person dedicating 25% of their time to social media • 40% have raised money, BUT: a good chunk have raised less than $500 in last year • It's still all about building relationships, telling your story, and taking potential donors through the process of cultivation, stewardship and solicitation (Betsy Harman,
  • 12. Facebook • Groups versus Pages – Groups are good for personal communications, or smaller issue/action needs – Pages are good for larger organizations, brand identities
  • 13. Facebook • Causes! – Help spread the word – Measure success through awareness, not dollars – Majority of Facebookers are younger still – Build an identity Credit: Beth Kanter and Allison Fine
  • 14. Twitter • Get the word out, sure, BUT… • Get buy-in or advice on new projects • Share others’ info relevant to your work • Find like-minded folk • Connect with media
  • 15. Blogging • What's the purpose of your organization's blog? • And your organizational web site isn't enough because ...? • Who will write for the blog? • What is the voice? • How often will you post? • What happens if something controversial comes up, how does your blog react? Credit: Beth Kanter .
  • 16. To sum up • Don’t reinvent the wheel • Focus on organization’s goals, not tech • Be open to collaborating with your users, but you don’t have to sacrifice your overall editorial control or voice • Experiment with your users, have fun
  • 17. the end! Deanna Zandt, Further reading: