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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. …

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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  • 1. Social Media forNonprofit CEOs Farra Trompeter | Big Duck #SM4CEOs October 16, 2012 bigducknyc.com
  • 2. bigducknyc.com
  • 3. #SM4CEOs@Farra@BigDuck bigducknyc.com
  • 4. Why are you here? bigducknyc.com
  • 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. 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. Social media is a Social media iswaste of time. integral to our org. 1 2 3 4 5 bigducknyc.com
  • 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. “The loss of controlyou fear is already inthe past.” –Clay Shirky bigducknyc.com
  • 10. What is social media? bigducknyc.com
  • 11. It’s about reaching andconnecting people bigducknyc.com
  • 12. http://instagr.am/p/nm695/ bigducknyc.com
  • 13. How does socialmedia fit in? bigducknyc.com
  • 14. bigducknyc.com
  • 15. Reasons Nonprofits Communicate bigducknyc.com
  • 16. Online Engagement Priorities bigducknyc.com
  • 17. Connect channels & measure results http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531 bigducknyc.com
  • 18. Staffing and makingtime for it bigducknyc.com
  • 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. 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. http://www.nonprofitsocialnetworksurvey.com bigducknyc.com
  • 22. http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit bigducknyc.com
  • 23. https://en.twitter.com/ifyc bigducknyc.com
  • 24. https://twitter.com/eboopatel bigducknyc.com
  • 25. https://twitter.com/AmberJHacker bigducknyc.com
  • 26. Creating socialmedia guidelines bigducknyc.com
  • 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. Why create a social media policy? bigducknyc.com
  • 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. http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/ bigducknyc.com
  • 31. Think beforeyou post.WWNT? Nana Jewel bigducknyc.com
  • 32. http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 bigducknyc.com
  • 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. 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. How other CEOs areusing social media bigducknyc.com
  • 36. http://mashable.com/2011/12/02/social-ceo-infographic/ bigducknyc.com
  • 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. http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html bigducknyc.com
  • 39. https://www.facebook.com/WPacelle bigducknyc.com
  • 40. https://www.facebook.com/humanesociety bigducknyc.com
  • 41. https://www.facebook.com/humanesociety/posts/347082252036362 bigducknyc.com
  • 42. https://www.facebook.com/profile.php?id=674848566&sk=wall bigducknyc.com
  • 43. https://www.facebook.com/rinku.sen.1232?sk=subscribers&filter=0 bigducknyc.com
  • 44. https://www.facebook.com/arc.org bigducknyc.com
  • 45. https://twitter.com/#!/ARC_RinkuSen bigducknyc.com
  • 46. http://www.linkedin.com/pub/rinku-sen/7/334/9a3 bigducknyc.com
  • 47. http://www.ifyc.org/about-us/eboo-patel bigducknyc.com
  • 48. https://www.facebook.com/EbooPatel bigducknyc.com
  • 49. http://www.linkedin.com/pub/eboo-patel/2/938/672 bigducknyc.com
  • 50. http://en.wikipedia.org/wiki/Eboo_Patel bigducknyc.com
  • 51. http://www.huffingtonpost.com/eboo-patel/ bigducknyc.com
  • 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. 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. Resources bigducknyc.com
  • 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. 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. 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. 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. Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra bigducknyc.com
  • 60. Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck slideshare.net/bigducknyc bigducknyc.com
  • 61. bigducknyc.com