Networked Nonprofits: Leading the Charge for Social Change from Inside Out Beth Kanter, Visiting Scholar – David and Lucile Packard Foundation Co-Author, The Networked Nonprofit
Beyond Tweeting: Social Media and Grantmaking Strategies to Amplify Social Impact Session on Tuesday, September 20 th 4:00 PM - Nob Hill A-C, Lower B2 Level
Climbing a Mountain for Parkinson’s Research
“ When the technology becomes boring, it becomes socially interesting” – Clay Shirky The connectedness of living in a networked, mobile world has become more a part our daily lives. These disruptive technologies are having a profound impact on the way nonprofits do their work, communicate with stakeholders, and deliver programs. Remember: Disruption is can be our friend …..
Share Pair: How are online social networks changing the way the nonprofits you support or your foundation does it work, delivers programs, fundraises, or communicates with stakeholders?
What is a Networked Nonprofit?
Social Culture: Not Afraid of Sharing Control
The Networked Nonprofit BE DO Understand Networks Work with Free Agents Create Social Culture Work with Crowds Listen, Engage, and Build Relationships Learning Loops Trust Through Transparency Friending or Funding Simplicity Govern through Networks
Everyone in the organization uses social media to engage people inside and outside the organization to continuously learn how to improve programs, services, or reach communications goals. Social Culture
Sharing control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Privacy and Security concerns Suffering from information overload already, this will cause more
What are the conversation starters about social media that your organization needs to have?
The Rule Book: Social Media Policy
Encouragement and support
Why policy is needed
Cases when it will be used, distributed
Oversight, notifications, and legal implications
Identity and transparency
Judgment and common sense
Policy examples available at wiki.altimetergroup.com
Participation Guidelines for Everyone http://www.bethkanter.org/trust-control/
Trust is Cheaper than Control …..
Facebook Specific: Community Guidelines “ Girl Scouts of the USA welcomes interaction, discussion, commentary, questions and criticism but ask that comments are kept relevant and respectful. GSUSA reserves the right to remove comments or ban anyone who violates these guidelines. Personal attacks, inappropriate language, spamming and excessive posting will not be tolerated.”
Share Pair: What’s needed to scale social inside your organization?
Social media provided a twist to the ongoing negotiations between musicians and the DSO Musicians 22% cut Management 33% cut Detroit Symphony Strike: October, 2010
A louder mouthpiece inserted itself into the debate
“ Television news and newspapers write what they want, mostly one-sided,” says Allen. “Now we were able to get our message out to so many people.” – Ethan Allen, Orchestra Librarian
The people formerly known as the audience: “ The rise of social media has completely changed the way an organization like the DSO interacts with its stakeholders.”
With a strategy and social media policy, social media can avoid being ….
Flickr photo by sugarhiccuphiccup Queen of the Night From The Magic Flute
Flickr photo: shuri Black Swan Queen in Swan Lake
A well-crafted social media strategy and good practice of networked nonprofits is more like ….
The Nonprofit Fortress
Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls
Nonprofit Fortress Free Agent
#netnon Global Back Channel: Other Region @amoration @michael_hoffman @keshields @danportnoy @uncultured Shawn Ahmed
“ The problem is that YOU are the fortress. Social media is not my problem. “
Now working together on a project
Share Pair: What needs to change in your foundation or in your grantees to open up and work with free agents?
You want me to start Tweeting too? From scarcity to abundance …
Three Models How does your organization implement social media?
Don’t do this to them …. Make them part of your team Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data
Integrate into job description
Wendy Harman American Red Cross Create ROI Measurements Develop Internal Education and Training Apply Social Insights to the Strategic Plan Get Buy-In from Stakeholders Develops Listening and Monitoring Strategy Gets Tools and Technologies in place Facilitate policy and procedures Community manager Two Full-Time Staff Members
Strategy for Scale: Internal/External
Flickr Photo by John K One Minute of Silence: What does your foundation need to do to increase capacity to do social media?
Metrics Monday: 30 Minutes Key Results: • increasing the movement size by increasing membership • garnering attention from all media through creative engagements • getting policies passed • working with aligned partner organizations • increasing capacity
Share Pair: What needs to change in your foundation or in your grantees to make organizational learning a habit?
Handling Mistakes “ MisTweet” – A tweet intended to come from a personal account but sent out on an organizational account by mistake. x
Steve Norris, ex-Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
Two guiding principles in social media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.
What can we learned about a try and fix approach to social media from Kanye West? To be successful, use social media like Kanye West
Thank you Beth’s Blog: http://www.bethkanter.org Twitter: @kanter Facebook: http://www.facebook.com/beth.kanter.blog