Social Media for Nonprofit CEOs

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Slides delivered during workshop at 501cometogether: The Illinois Nonprofit Conference, sponsored by Donors Forum, on October 16, 2012.

Social media is everywhere. Your donors are connecting with you on LinkedIn, your advocates are sharing links about your nonprofit on Twitter, your program participants are commenting on your Facebook page, and your staff is posting videos on YouTube--what's an executive director to do? How much should she do personally on behalf of the organization and how much should she manage it? As nonprofits explore new ways of fundraising, advocating, and conducting outreach online, it can be hard to know where to focus and invest your energies. In this workshop, I will share some strategies you can use to evaluate and manage your organization's approach to social media. We'll also discuss topics such as staff capacity, social media guidelines, and your personal/professional brand.

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Social Media for Nonprofit CEOs

  1. 1. Social Media forNonprofit CEOs Farra Trompeter | Big Duck #SM4CEOs October 16, 2012 bigducknyc.com
  2. 2. bigducknyc.com
  3. 3. #SM4CEOs@Farra@BigDuck bigducknyc.com
  4. 4. Why are you here? bigducknyc.com
  5. 5. I write 30 tweets on a Friday, have my E.D.approve them on a Monday, and then sendthem out during the week. Thats okay right?It takes time to see the results from socialmedia; my boss is upset that money hasntcome pouring in after just one month. bigducknyc.com
  6. 6. Im tired of him dismissing social media as if itis irrelevant, why wont he just embrace it?My CEO thinks that a 21-year old intern is theonly person that can do social media for us.She doesnt see it as a marketing tool or onewe should invest time or money in. bigducknyc.com
  7. 7. Social media is a Social media iswaste of time. integral to our org. 1 2 3 4 5 bigducknyc.com
  8. 8. What I hope you will learn today•  What social media are•  How to think about a social media strategy•  Understand who should staff it and how much time it takes•  Elements of social media guidelines•  How your peers use social media bigducknyc.com
  9. 9. “The loss of controlyou fear is already inthe past.” –Clay Shirky bigducknyc.com
  10. 10. What is social media? bigducknyc.com
  11. 11. It’s about reaching andconnecting people bigducknyc.com
  12. 12. http://instagr.am/p/nm695/ bigducknyc.com
  13. 13. How does socialmedia fit in? bigducknyc.com
  14. 14. bigducknyc.com
  15. 15. Reasons Nonprofits Communicate bigducknyc.com
  16. 16. Online Engagement Priorities bigducknyc.com
  17. 17. Connect channels & measure results http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531 bigducknyc.com
  18. 18. Staffing and makingtime for it bigducknyc.com
  19. 19. Qualities of an effective socialmedia manager1.  Has a passion for the cause and for social media2.  Is friendly, patient, and responsive3.  Is creative and detail-oriented4.  Has experience in online communications5.  Reads blogs about social media and mobile technology6.  Is an early adopterhttp://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/ bigducknyc.com
  20. 20. Qualities of an effective socialmedia manager7.  Is not overly confident about her social media skills8.  Thinks like a journalist9.  Is mobile10. Is willing to mesh his personal life with his professional life online11. Takes steps to prevent social media burnouthttp://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/ bigducknyc.com
  21. 21. http://www.nonprofitsocialnetworksurvey.com bigducknyc.com
  22. 22. http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit bigducknyc.com
  23. 23. https://en.twitter.com/ifyc bigducknyc.com
  24. 24. https://twitter.com/eboopatel bigducknyc.com
  25. 25. https://twitter.com/AmberJHacker bigducknyc.com
  26. 26. Creating socialmedia guidelines bigducknyc.com
  27. 27. Let go. •  You never had complete control over your message •  The conversation is happening, with or without you! •  Mistakes will happen bigducknyc.com
  28. 28. Why create a social media policy? bigducknyc.com
  29. 29. What’s in a social media policy?1.  Overview of your social media presence2.  High-level guidance3.  Specific guidelines4.  Conversation guidelines5.  Personal/professional boundaries6.  Tips and how-tos bigducknyc.com
  30. 30. http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/ bigducknyc.com
  31. 31. Think beforeyou post.WWNT? Nana Jewel bigducknyc.com
  32. 32. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 bigducknyc.com
  33. 33. Tips for successful guidelines•  Strike a friendly tone•  Encourage experimentation & questions•  Try to keep guidelines open-ended where possible, rather than restrictive•  Appoint one or two people to manage•  Keep your audiences in mind—what do they expect from you bigducknyc.com
  34. 34. Involve your staff•  Identify a go-to person for questions•  Conduct surveys/interviews to get feedback, assess interest, etc.•  Share draft policy in a staff meeting and invite feedback/questions•  Provide trainings on privacy settings, tools, etc.•  Include in staff orientation bigducknyc.com
  35. 35. How other CEOs areusing social media bigducknyc.com
  36. 36. http://mashable.com/2011/12/02/social-ceo-infographic/ bigducknyc.com
  37. 37. “My personal mission for engaging in social media spaces is to help spark thoughtful conversation and ignite action. Both will lead to positive change in the world, and I truly believe that is the best possible use for the power of social media.” - Matt Flannery, CEO, Kiva.orghttp://mashable.com/2011/09/20/kiva-matt-flannery-social-media/ bigducknyc.com
  38. 38. http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html bigducknyc.com
  39. 39. https://www.facebook.com/WPacelle bigducknyc.com
  40. 40. https://www.facebook.com/humanesociety bigducknyc.com
  41. 41. https://www.facebook.com/humanesociety/posts/347082252036362 bigducknyc.com
  42. 42. https://www.facebook.com/profile.php?id=674848566&sk=wall bigducknyc.com
  43. 43. https://www.facebook.com/rinku.sen.1232?sk=subscribers&filter=0 bigducknyc.com
  44. 44. https://www.facebook.com/arc.org bigducknyc.com
  45. 45. https://twitter.com/#!/ARC_RinkuSen bigducknyc.com
  46. 46. http://www.linkedin.com/pub/rinku-sen/7/334/9a3 bigducknyc.com
  47. 47. http://www.ifyc.org/about-us/eboo-patel bigducknyc.com
  48. 48. https://www.facebook.com/EbooPatel bigducknyc.com
  49. 49. http://www.linkedin.com/pub/eboo-patel/2/938/672 bigducknyc.com
  50. 50. http://en.wikipedia.org/wiki/Eboo_Patel bigducknyc.com
  51. 51. http://www.huffingtonpost.com/eboo-patel/ bigducknyc.com
  52. 52. Parting tips for CEOs•  Make time for it: Start by listening 15 minutes/day•  Get a mentor: Ask for help•  Experiment: Pick one channel to start with•  Be yourself: Share your POV and your passion•  Privacy: Check your settings (again)•  Turn it off: It’s okay to have ‘down’ time bigducknyc.com
  53. 53. Parting tips for organizations•  Map out a strategy: Set goals and find your community•  Create guidelines: Help your team understand how and why•  Rethink staffing: Put the right people in place•  Allocate time: Start 30-60 min/day•  Use your brand: Let positioning and personality guide content bigducknyc.com
  54. 54. Resources bigducknyc.com
  55. 55. Resources•  Nonprofit Technology Network www.nten.org•  Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-media- decision-guide•  Nonprofit Social Media Policy Workbook http://www.idealware.org/reports/nonprofit-social- media-policy-workbook•  NPower http://www.npower.org/ bigducknyc.com
  56. 56. Articles and Reports•  Social Media for Nonprofit CEOs—How one Executive Director Manages it http://www.bigducknyc.com/blog/•  Nonprofit CEOS and the Network Mindset http://www.bethkanter.org/goodwill-sf-ceo/•  5 Big Reasons CEOs Should Get Social http://mashable.com/2011/12/02/social-ceo- infographic/•  Nonprofit Social Network Report http://www.nonprofitsocialnetworksurvey.com•  Social Media Posting Guide http://topnonprofits.com/posting-guide/ bigducknyc.com
  57. 57. Books•  Social Media for Social Good: Heather Mansfield http://nonprofitorgs.wordpress.com/book/•  Measuring the Networked Nonprofit: Beth Kanter, Katie Delahaye Paine http://amzn.to/QhRCpy•  Open Leadership: Charlene Li http://www.amzn.com/0470597267•  The Social Organization: Anthony Bradley, Mark McDonald http://www.amzn.com/1422172368•  Humanize: Jamie Notter, Maddie Grant http://www.amzn.com/0789741121 bigducknyc.com
  58. 58. Blogs•  http://bigducknyc.com/blog•  http://nonprofitorgs.wordpress.com•  http://www.socialbrite.org•  http://www.bethkanter.org•  http://www.nten.org/blog•  http://www.frogloop.com•  http://www.johnhaydon.com•  http://amysampleward.org•  http://www.communityorganizer20.com bigducknyc.com
  59. 59. Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra bigducknyc.com
  60. 60. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck slideshare.net/bigducknyc bigducknyc.com
  61. 61. bigducknyc.com

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