Social Media for Organizations
Deanna Zandt
June 4, 2009
http://deannazandt.com/

Moments in communication history

History needs you

But what is social media?
The old way….
Muy
Importante
Pretty Also kind of
important important
Everyday Everyday Everyday
person person person

But what is social media?
The new way….

Why did this change?
• Original intention of the
web: Read/write web
• Expectations of users
have shifted
– Grazers of information
– Creators/collaborators of
content

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

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, http://www.horsepigcow.com/

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

So how do I…?

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, http://is.gd/Odkj)

Facebook
• Groups versus Pages
– Groups are good for
personal
communications, or
smaller issue/action
needs
– Pages are good for larger
organizations, brand
identities

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
http://is.gd/Odkj

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

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 . http://is.gd/OeIY

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

the end!
Deanna Zandt, http://deannazandt.com/about
Further reading:
http://www.deannazandt.com/presentations/nssr