Around every corner we turn these days we hear about social media, bloggers, social networking. The list goes on and on. Using social media is just one tool in your outreach toolbox. Social media is an entry point and can be used as part of a larger plan to help you achieve your goals. Using Beth Kanter’s social media theory of Crawl, Walk, Run, Fly participants will plan their social media activities in easily accessible ways that help to serve organizational goals. Emily Davis will share the best practices for you and your organization no matter what your level of experience or comfort is with social media.
2. /AskEmilyD/emilydavisconsulting
UNDERSTANDING SOCIAL
NETWORKS
“Organizations don’t have to create…
social networks; they exist all
around us in a variety of forms.
Networked Nonprofits strengthen
and expand these networks by
building relationships within them
to engage and activate them for
their organizations’ efforts.”
(Fine and Kanter, 2010)
#socialmedia
4. /AskEmilyD/emilydavisconsulting
• Time investment
• New communication
platform
• Always evolving
• Participation in new
technology
• Transparency
• Loss of control
WHAT STINKS ABOUT SOCIAL
MEDIA
#socialmedia
5. /AskEmilyD/emilydavisconsulting
WHAT ROCKS ABOUT SOCIAL
MEDIA
• Additional tool
• STEWARDSHIP
• Build relationships
• Tell your story
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!
#socialmedia
7. /AskEmilyD/emilydavisconsulting
CRAWL
#socialmedia
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Not using social media
consistently
• Resistant to change
• Struggle with control
• Need basic marketing
plan (i.e. branding,
print materials, online
outreach, etc.)
• Leadership-driven
change in culture to
adopt online
engagement
1. Develop
communications
strategy (audience,
goals & objectives,
etc.)
2. Listen & develop
online presences
3. Leadership initiated
discussion about
engagement
8. /AskEmilyD/emilydavisconsulting
WALK
#socialmedia
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Using 1 or more
social media
platforms, but not
consistently
• Online presence
connected to
marketing goals
• Learn & use best practices
• Focus on 1 – 2 social media
platforms
• Need to link to campaign,
program(s), objective(s)
• Need to link goals,
objectives, and activities
• Need to identify audiences
• Collect data for
measurement
1. Low-risk pilot program
to demonstrate ROI
2. Build implementation
capacity internally
3. Create/revise social
media policy
4. Integrate and
document
measurement data
9. /AskEmilyD/emilydavisconsulting
RUN
#socialmedia
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Strategic use of multiple
social media tools
• Part time or full time staff
for digital communications
• Board using social media in
governance
• Social media usage
integrated throughout org
• Has developed relationships
& technology integration
• Need more sophisticated
measurement tools
• Find ways to increase
involvement from staff
across the organization
1. Social media staff trains
& coaches other org
staff
2. Research more
sophisticated
measurement data,
tools, and processes
3. Evaluate, revise
strategies
4. Share success stories
with other orgs
10. /AskEmilyD/emilydavisconsulting
FLY
#socialmedia
CHARACTERISTICS
• Embracing culture of learning
• Using social media data to help the leadership guide decisions
• Demonstrating clear and compelling results
• Networking with other organizations showing similar success
• Internalizing social media communication best practices including:
o Strategy
o Implementation
o Integration
o Evaluation
11. /AskEmilyD/emilydavisconsulting
WHAT DO YOU NEED FOR
GREAT SOCIAL MEDIA WORK?
• A plan linking efforts to
programs & mission
• Selected, targeted social
media channels
• Skills & commitment
to using social media
• Organizational
investment
• Culture that
embraces social media
• Willingness to listen,
learn, & adapt
• Measurement & eval
strategies
• Ability to take small
steps to build from
#socialmedia
13. /AskEmilyD/emilydavisconsulting
#socialmedia
“This is not the first time that
nonprofit organizations and
fundraisers have had to adapt to
new technologies. The radio,
television, newspapers,
telephones, fax machine, and
direct mail have all affected how
we raise money. Some of the
new methods that have evolved
are more successful than others,
and not all of them have been
used with equal success by all
nonprofits.”
- Ted Hart and Michael
Johnston in Fundraising on the
Internet
14. /AskEmilyD/emilydavisconsulting
10 TIPS FOR USING SOCIAL
MEDIA
#socialmedia
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan
1. Social media is A
tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Prospecting,
cultivation,
stewardship
29. /AskEmilyD/emilydavisconsulting
IT AIN’T FREE
#socialmedia
“Many nonprofits
(particularly the smaller
ones) lack the resources
to communicate
effectively. The Internet
offers the opportunity to
cost-effectively build a
community of
supporters.”
-ePhilanthropyFoundation.org
36. /AskEmilyD/emilydavisconsulting
5 THINGS YOU CAN DO TODAY
#socialmedia
① Make a plan
② Watch other orgs
③ Attend trainings &
ask for support
④ Invite
participation
⑤ Support new
ideas
37. /AskEmilyD/emilydavisconsulting
ü Social media is as much art as it is
science.
ü Every org has different experiences.
ü We are all learning.
ü Social media is always evolving.
ü Ten Tips to Using Social Media as a
foundation.
ü Listen and learn!
#socialmedia