Finding Your Social Media Sweet Spot


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Presented at: "Marketing Strategies for Nonprofit Organizations: Making the Most of Limited Resources to Reach Programmatic and Fundraising Goals" hosted by the American Marketing Association Hawai‘i Chapter in Honolulu, Hawaii

January 29, 2014

Published in: Social Media, Business, Technology
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Finding Your Social Media Sweet Spot

  1. 1. Finding your social media sweet spot
  2. 2. We can do better than…
  3. 3. Facebook
  4. 4. Twitter
  5. 5. Tumblr
  6. 6. What’s the benefit …
  7. 7. The key ingredient… The social web is not about you. It’s not about your message. It’s not about how many people like you. It’s about how well you connect and empower individuals to directly impact the issue your organization cares about. -- Wendy Harman, Director of Social Media, Red Cross
  8. 8. Post with a purpose. Post to engage. Post like we care.
  9. 9. Human Rights Campaign #sweetspot
  10. 10. 200,000 new Facebook followers 4x website visits 88,000 email subscribers sources: mashable, Blackbaud
  11. 11. Helps to bring in 50 weeks of solid bookings to fund preservation programs U. of Washington Botanic Gardens #sweetspot
  12. 12. National media coverage 22,000 new web visitors Engaged audiences Hijack headlines, leverage pop culture #sweetspot
  13. 13. Top 3 Factors for Success on Social Networks: Developed a strategy Prioritized by executive management Dedicated staff 4th Annual Nonprofit Social Network Benchmark Report (2012)
  14. 14. Mission-driven social media strategy
  15. 15. Social Media Plan Goals Audience Social sphere
  16. 16. Set mission-tied goals
  17. 17. Define audience(s) Members Program participants Volunteers Funding agencies Board of directors Donors Policy makers Advocates
  18. 18. Select your social sphere
  19. 19. Editorial Calendar Bin content Batch Repurpose
  20. 20. Bin content types Volunteer alerts Success stories Behind the scenes Hero showcase Just for fun Need to know
  21. 21. Batch post creation Themed weekly posts Event count down Video interview series
  22. 22. Repurpose with care
  23. 23. Sample Editorial Calendar
  24. 24. Automate & Schedule Team effort Tools Time blocks
  25. 25. Establish a team Divvy-up duties by: subject matter expertise remember your content bins! platform format fluency long or short-form writing, images, video, design, humor, etc. day, time, or campaign
  26. 26. Utilize tools Tools can help you to: schedule and automate posts e.g. Hootsuite, PostPlanner, Buffer,, Zapier monitor activity e.g. Mention, Nimble, Twitonomy, Klout
  27. 27. Utilize tools, page 2 collect and curate content e.g. Flickr, Google Drive,, secret Pinterest boards boost impact e.g. ThunderClap, LinkedIn Board Member Connect, YouTube Nonprofit Program, Google Ad Grants
  28. 28. Do not wait; the time will never be “just right.” Start where you stand, and work with whatever tools you may have at your command, and better tools will be found as you go along. - Napoleon Hill
  29. 29. Schedule time blocks Allot time for: batched post creation real-time engagement assessment team huddles
  30. 30. Mission-driven social media strategy Goals & Indicators Editorial Calendar Create your sweet spot Automate & Engage
  31. 31. It is necessary to combine knowledge born from study with sincere practice in our daily lives. These two must go together. -Dalai Lama
  32. 32. Jennifer Barrett Taming Tech For Good @jenbarrett and @techdogooder