Best Practices in
Social Media
NeighborWorks America
August 19, 2009
Farra Trompeter
farra@bigducknyc.com

What is social
media?

It’s about reaching and connecting people

Ten ideas to keep in mind
when it comes to
social media and your org

1. Take a deep breath, and let go.
You're not in control anymore.
© x [A]DIamond x

Claim your name
http://www.usernamecheck.com

Claim your name
Facebook Vanity URLs: http://www.facebook.com/username/

2. Stop, look and listen.
Tie your goals to what people need,
and meet your audiences where they are.
© robertcarlsen

Listening Online
• Set up Google alerts, Technorati search,
Twitter search
http://socialmedia-listening.wikispaces.com/Tools
• Your organization’s name
• Program or event names
• Peer/competitor names and program/event names
• Individuals connected to your organization
• Your tagline or other key phrases
• URL for any web properties (main website, blog)
• Related issues/topics
• Common misspellings
Source: Beth’s Blog, Beth Kanter

© groundswellbook

3. Build your strategy around reality.
Select the tools based on their purpose,
your audience, and what you can manage
re: staff time/$.
© BoomeraATV

Source: Beth's Blog: How Nonprofits Can Use Social Media
http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

4. Remember what you learned in kindergarten.
Be nice, share, and say thank you.
© OMP Production

5. Emphasize the social in social media.
Use pictures + videos to share stories.
Schedule calls, meetups, and events
to connect online communities.
© NeighborWorks America

6. Get personal.
Pick the right staff
and let them be themselves.
© candleshoe

7. Be flexible.
Your community will move around;
the tools are going to change.
© coolfunblog

8. Don't forget your website + integration.
Bring all your online communications
together and repurpose content.
© fhoke.com

9. Change how you define success.
It's about content over numbers.
Building relationships v. “marketing”.
© canuuwomenhistory.ca

Defining Success
• Increased awareness of your cause
• Shift in your org’s perception
• New program participants
• Increased requests for your
info/programs
• Pageviews/clicks/comments/etc.
• New email addresses/contact info
• Signatures/actions taken
• Dollars raised
• Mentions online

10. Pause and evaluate.
Keep listening and give yourself time to
build community, trust, and conversation.
© Atelier Teee

Resources
Resources

• Big Duck
- http://www.bigducknyc.com/resources/
- http://www.bigducknyc.com/blog
• Beth’s Blog: How Nonprofits Can Use Social Media
- http://beth.typepad.com/
• Common Craft - Social Media in Plain English
- http://www.commoncraft.com/show
• Universal McCann - Wave 3 Research
- http://tinyurl.com/6kur2y
• Groundswell (book)
- http://www.forrester.com/Groundswell/
• Media Rules! (book/blog)
- http://www.themediarules.com

farra@bigducknyc.com
facebook.com/FarraTrompeter
@farra
linkedin.com/in/farra
LeadersForCommunities.org/profile/farratrompeter
friendfeed.com/farratrompeter
BigDuckNYC.com/blog
facebook.com/BigDuckNYC
@bigduck

Questions?
© Jeremy Crow