How to Empower Staff to be the Voice for your Organization Through Social Media

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Slides by Farra Trompeter, Big Duck (www.bigducknyc.com) and Danielle Brigida, National Wildlife Federation (www.nwf.org) delivered at the 2014 Bridge to Integrated Marketing and Fundraising …

Slides by Farra Trompeter, Big Duck (www.bigducknyc.com) and Danielle Brigida, National Wildlife Federation (www.nwf.org) delivered at the 2014 Bridge to Integrated Marketing and Fundraising Conference on July 10, 2014.

As communications patterns have shifted to a reality where everyone is the spokesperson for your nonprofit, how you and your colleagues use social media can greatly impact your organization's reputation and relationships with the community.

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  • 1. How to Empower Staff to be the Voice for the Organization through Social Media Danielle Brigida, National Wildlife Federation Farra Trompeter, Big Duck   #Bridge14  
  • 2. #Bridge14 •  The evolving definition of ‘spokesperson’ What we’ll cover today
  • 3. •  The evolving definition of ‘spokesperson’ •  How social media has changed the game What we’ll cover today #Bridge14
  • 4. •  The evolving definition of ‘spokesperson’ •  How social media has changed the game •  Getting started What we’ll cover today #Bridge14
  • 5. •  The evolving definition of ‘spokesperson’ •  How social media has changed the game •  Getting started •  Ways to empower your staff What we’ll cover today #Bridge14
  • 6. Who speaks for your nonprofit when...
  • 7. SOURCE: channel17.org … the media wants a quote?
  • 8. SOURCE connectioncafe.co … the board has a question?
  • 9. SOURCE uwaystan.org … a donor sends a note?
  • 10. SOURCE flickr @Alan Light … a celebrity wants an interview?
  • 11. … an advocate wants to do more?
  • 12. SOURCE chooseust.org … a candidate applies?
  • 13. SOURCE NWF/publicnewsservice.org … a crisis happens?
  • 14. •  Is passionate about your mission Your ideal spokesperson SOURCE e-releases #Bridge14
  • 15. •  Is passionate about your mission •  Understands what you do Your ideal spokesperson SOURCE e-releases #Bridge14
  • 16. •  Is passionate about your mission •  Understands what you do •  Trusted to speak with little approval Your ideal spokesperson SOURCE e-releases #Bridge14
  • 17. •  Is passionate about your mission •  Understands what you do •  Trusted to speak with little approval •  Will be respected and can stay calm Your ideal spokesperson SOURCE e-releases #Bridge14
  • 18. •  Is passionate about your mission •  Understands what you do •  Trusted to speak with little approval •  Will be respected and can stay calm •  Speaks clearly and simply Your ideal spokesperson SOURCE e-releases #Bridge14
  • 19. •  Is passionate about your mission •  Understands what you do •  Trusted to speak with little approval •  Will be respected and can stay calm •  Speaks clearly and simply •  Is generally available Your ideal spokesperson SOURCE e-releases #Bridge14
  • 20. Your staff are your most passionate spokespeople
  • 21. How has social media changed the game?
  • 22. SOURCEAFDG , Flickr Source:  Christopher  Michel  (Flickr)  
  • 23. SOURCE: NWF.org
  • 24. SOURCE: https://twitter.com/@ecosoccermom
  • 25. SOURCE: https://www.linkedin.com/pub/jaime-matyas/b/509/349
  • 26. SOURCE: NWF.org
  • 27. Every staff person is a brand ambassador
  • 28. Steps to get started
  • 29. Review profiles on major networks (start w/ LinkedIn, Twitter, Facebook) •  Do they list org in bio/about section? •  Have they ever shared your content? •  Do they use each channel “well”? •  Is their ‘personality’ aligned w the org? Conduct an audit #Bridge14
  • 30. Send a survey to staff •  Do you use Twitter and/or Facebook? •  What blogs do you read? •  Are you engaging in LinkedIn group discussions? •  Do you like to share images on Pinterest or Instagram? Find your internal evangelists SOURCE Social Media Today #Bridge14
  • 31. SOURCE: http://www.slideshare.net/tammygordon/ Create social media guidelines
  • 32. Start small, then roll out to everyone
  • 33. Ways to empower your staff
  • 34. SOURCE: Fight Colorectal Cancer Train staff about your brand
  • 35. Explain your social media goals and relate to theirs Org’s Goals Staff’s Goals
  • 36. Invite all to contribute content SOURCE: https://www.facebook.com/ksuzj
  • 37. SOURCE: https://www.facebook.com/help/459934584025324/ Teach privacy settings
  • 38. SOURCE: TNT Social Media Guidelines Share process for comments
  • 39. Create share-worthy content SOURCE: WITNESS/@mjmoneymaker | Rockefeller Foundation/Jereme Bivins
  • 40. SOURCE: Yammer.com Use tools to share/coordinate
  • 41. Create a safe space
  • 42. SOURCE: @sharonstapel Listen and thank donors
  • 43. SOURCE: http://tgb.io/nprlife Recruit by sharing your culture
  • 44. SOURCE: Pencils of Promise/@itsadambraun Share the joy
  • 45. Stay in touch
  • 46. SOURCE: Mashable Exhale… Mistakes will happen
  • 47. Questions?
  • 48. •  Social Media for Nonprofit CEOs—How one Executive Director manages it •  Empower Employees as Brand Champions in Social Media •  Employment Branding: The NPR Case http://bit.ly/SocialStaff Resources #Bridge14
  • 49. bigducknyc.com/workshops
  • 50. facebook.com/bigduck twitter.com/@bigduck RSS bigducknyc.com
  • 51. facebook.com/nationalwildlife twitter.com/@nwf blog.nwf.org NWF.org
  • 52. Thank you! brigidad@nwf.org | @starfocus farra@bigducknyc.com | @farra Don’t forget to visit the Solutions Showcase! Many of the ideas discussed today are on display at the Solutions Showcase! #Bridge1 4