I’m On Facebook… So Now What??March 16, 2011Nonprofit Net, Inc.JULIA CLAIRE CAMPBELL CONSULTING978-578-1328JULIACLAIRECAMPBELL@GMAIL.COM
SURVEY RESULTS 28 responses, 22 using social media Facebook (by a landslide), Twitter, LinkedIn, Flickr, YouTube, MySpace, blogs Enhance visibility; networking; marketing; inform the public; increase SEO; engage more constituents; raise funds; promote mission; reach wider audience; increase donors/members/ticket buyers; communication; to reach young people; connect with members/students; reach clients and referral sources KEY:“To generate interaction and to build an online community”; “Grow, learn from and connect with our community” Diverse organizations, diverse range of experiences
SOCIAL MEDIA – WHAT IS IT? Any online technology or practice that people use to share (content, opinions, insights, experiences, perspe ctives and media). REAL people, REAL interactions, in REAL time.
THE STATISTICS Social networking sites are officially more popular than porn sites. (TIME) Facebook Stats: More than 500 million active users 50% of active users log on to Facebook in any given day Average user has 130 friends People spend over 700 billion minutes per month on Facebook Twitter Stats: 370,000 new sign-ups daily 95,000,000 Tweets per day 175,000,000 registered users LinkedIn stats: Over 80 million members and growing rapidly. More than 80% have a bachelor or graduate degree. More than 20% are senior level executives and managers, while 60% are decision makers in their companies/organizations.
WHAT TO DO WITH IT? LISTEN – Immerse yourself! Participate – Dialogue, not monologue Relinquish control (sort of) What is your goal? Inspire, enable, influence, engageGive people something to talk about!
EMBRACE AND LEARN FROM MISTAKES Red Cross response: #gettngslizzerd was a topic trend
AND MAYBE EARN MONEY ALONG THE WAY! Dogfish Head Brewery response: The Red Cross set up a designated page in connection with Dogfish encouraging people to donate a pint and use the hashtag to spread the word.
WHICH BRINGS ME TO: SOCIAL MEDIA POLICY. MAKE ONE. NOW. Go to http://socialmedia.policytool.net/ Read the EDR Sample Read “Tweet Freely” article Red Cross has 2 policies One encourages and guides employees on how best to manage social media accounts. The other lays out clearly what is not acceptable behavior on social media.
BETHKANTER.ORG “Social media policy needs to be a living document. It isn’t a bunch of boilerplate written by a lawyer that sits in a drawer. Training and education must accompany the policy – and of course there must be a culture of learning, not blame.” BethKanter, The Networked Nonprofit, www.bethkanter.org
WHO MANAGES YOUR SOCIAL MEDIA? Right person or persons is KEY! Community building is an ART. Trial and error Authentic and friendly Accessible and responsive Aim for at least two Comments or Likes per Status Update per 1,000 fans
FACEBOOK How to use Facebook as your Page and not your personal Profile Add your Cause to your Page Create custom landing page: www.facebook.com/BeverlyHospital www.facebook.com/NPOFBG www.facebook.com/socialmedia4nonprofits Aggregate your blog posts on your Page via Facebook Notes Post Events and Update Fans Start Discussions and respond View Facebook Insights EXPLORE!
FACEBOOK How can you promote your Page? Email newsletter, brochure, printed materials, email sigs Add a Like box to your website Admin panel, Marketing, Tell your “Fans” (Outlook, Constant Contact, .csv file) Try using Facebook ads (per click) “Let’s stop breast cancer!” “Help Support Japan” Get email alerts so you can respond quickly What applications can you use to customize your page? Literally thousands! http://appbistro.com http://www.involver.com/applications/
TWITTER Create a custom Twitter background; square avatar Twitter lists – staff, partners, supporters, volunteers, etc. to collate and find tweets and info Monitor certain hashtags to find new followers and to follow new people #CharityTuesday #FollowFriday #giving #nonprofits #philanthropy TweetChat – example #NPCons Hootsuite to organize and schedule Tweets, updates, etc. My suggestion: Dont sync Twitter with LinkedIn and Facebook! Reply, retweet, join discussions, promptly address Mentions
TWITTER Follow everyone who follows you. Use “Favorites” to organize the chaos and to build partnerships Do not use auto-responders to send direct messages Limit Tweets to 5 per day, no more than 6 Poll your followers – Twtpoll.com Tweet powerful stats Example - @gorilladoctors Only 740 mountain gorillas remain on Planet Earth. Sad, but true and definitely ReTweet worthy to animal lovers and activists. Claim your organization’s Give a Tweet profile (GiveaTweet.com) Go easy on the public “Thanks for the RTs!” – use #ThankfulThursday or #FollowFriday instead; message people directly
BIT.LY Link shrinker so you can fit your link into character limits Create an account Every website you shorten and share can be tracked – click throughs You can track ROI, find out what your followers want to read and are not reading
LINKEDIN Find experts Connect, recruit volunteers Connect with donors Find/create your Company page Add a Company from Company Pages Home Personal Profile>Work Experience, page icon Cannot use Gmail, Yahoo!, Hotmail to create page – must use work email
LINKEDIN Example: The Taproot Foundation http://linkd.in/ebsKu2 You MUST: Moderate “Discussions” and “Promotions” – beware of SPAMMERS Use the “Group Rules” function Use the “Templates” function Suggestion: Join lots of Groups and Follow other Companies/Nonprofits
FLICKR Apply for a Nonprofit Pro Account Flickr for Good - http://www.flickr.com/good Submit your photos to relevant Flickr groups Hold a contest involving supporter photos (March of Dimes: Be a Coin Star) Create a Flickr group that supports your mission Public or private Click on the “Groups” link
YOUTUBE Use the YouTube Nonprofit Program to raise money or for advocacy Increased uploading capacity Drive fundraising through a Google Checkout "Donate" button Listing on the Nonprofit channels and the Nonprofit videos pages Ability to add a Call-to-action overlay on your videos to drive campaigns (pop up footer banner 10 seconds into the video and 10 seconds from the end of the video) Get tips including a Nonprofit Tipsheet, how to run video campaigns, get advice about making and editing videos (without a lot of staff or money)
YOUTUBE TIPS – FUNNY or COMPELLING The Bay vs. The Bag http://www.youtube.com/watch?v=jSD21zp89 zM OLPC Thank You Video http://www.youtube.com/watch?v=KtZLbTR2 9WM My Take On Peace video contest http://www.youtube.com/watch?v=- UUx10KOWIE
SOCIAL MEDIA “TO DO LIST” FOR YOUR WEBSITE Have a Facebook “Like” button All social media logos above the fold and easy to find Use a “Share This” widget on blog posts, archived newsletters, media page, etc. Display RSS feeds from a blog or Twitter account on your website
JUST THE TIP OF THE ICEBERG… Foursquare and Facebook Places Jumo.com Change.org StumbleUpon, Digg, Delicious – submit key blog posts and articles Groupon Percentage of memberships Tickets to museums Tickets to events
IDEAS FOR CONTENT Google Alerts The New York Times alerts Monitor other blogs Success stories and quotes Reached a goal Want input on an issue Events, fundraisers, celebrations, birthdays New email newsletter Tie current events to your cause and your issue Read everything and follow everyone! Figure out what’s working for other orgs and adapt it!
SOCIAL MEDIA RELEASE (SMR) Focus is on: Sharing options Bulleted news Wording for social media (140 characters for Twitter; 420 for Facebook status updates) Multimedia elements Lots of links Templates can be found online http://www.pitchengine.com/ Example: http://www.pitchengine.com/pitch/129339/
OTHER RESOURCES Google for nonprofits - http://www.google.com/nonprofits/ Twittertipscentral.com Klout.com Hootsuite.com – Hootsuite University http://socialmediagovernance.com/ http://www.thesocialworkplace.com/ http://www.bethkanter.org/ http://www.facebook.com/socialmedia4nonprofit s