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Listen Learn Adapt: The Secret To Nonprofit Social Media Success

by Beth Kanter on Feb 04, 2009

4,030 views

http://beth.typepad.com/beths_blog/2009/02/riffing-on-listen-learn-and-adapt-need-your-organizations-adaption-stories.html

http://beth.typepad.com/beths_blog/2009/02/riffing-on-listen-learn-and-adapt-need-your-organizations-adaption-stories.html

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flickr experiment roi blogs insights metrics facebook socialmedia nonprofit tech palo social we nptech alto media' eg media nonprofits kanter 3s 'social

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http://www.flickr.com/photos/truebluetitan/273269366/http://darmano.typepad.com/logic_emotion/2009/01/weve-been-thinking-about-the-current-economic-climate-and-the-pressure-not-to-mention-scrutiny-digital-if-not-all-initi.html
http://darmano.typepad.com/logic_emotion/2009/01/weve-been-thinking-about-the-current-economic-climate-and-the-pressure-not-to-mention-scrutiny-digital-if-not-all-initi.html
http://darmano.typepad.com/logic_emotion/2009/01/weve-been-thinking-about-the-current-economic-climate-and-the-pressure-not-to-mention-scrutiny-digital-if-not-all-initi.html
http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results
http://www.flickr.com/photos/sashamd/1413216979/
http://beth.typepad.com/beths_blog/2009/01/the-new-roi-listen-learn-adapt-return-on-insights-from-david-armano.html
http://www.flickr.com/photos/cpt_obvious/3090213640/
http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results
http://www.flickr.com/photos/niclindh/1389750548/
Listening:Knowing what is being said online about your organization and the field you work in. You can listen with google alerts, technorati, twitter, and RSS readers. Key skill is pattern analysis. Link listening and analysis to decisions or actions. About 5 hours a week once you learn how to use the tools and make listening a daily habit.� (5 hours per week)Participate:Is joining the conversation with your audience. By making a human connection with people online, you can influence their perception of your brand and help them find meaningful, relevant ways to support your mission. Tools to help you participate are Twitter and Co-Comment.� You can also participate vicariously through bloggers by encouraging them to write about your organization.� (10 hours per week - also includes listening tasks as they go hand-in-hand)Generate Buzz:Your raising your organizations profile and spreading awareness of your organization's programs or campaigns. What happens is that you share your message with enthusiastic supporters and they in turn may choose to pass it to others with a similar a interest in your organization or campaign. But first, you have to build trust, credibility and -- most importantly -- a relationship with those who might interact with your posted content.� Buzz tools include FriendFeed, Twitter, StumbleUpon, and Digg - and of course you add many others to this category.� (10-15 hours per week - also includes some listening tasks)Share Your Story:You share the impact of your organization's programs through blogging, podcasting, sharing photos on Flickr, or YouTube or other video sharing site.� Once you have content created through these methods, it can be easily shared using the buzz tools above through social networks.� �But even better is getting your constituents to share their stories about your organization with others (which takes more time) (15-20 per week depending on the type of content, number of different ways you're creating it, and skill)Community Building and Social Networking: You build relationships online community, engage people and inspire them to take an action, or raise money using social networks and apps. If you want to build an online community for knowledge or skill sharing, using social network tools like Ning or LinkedIN will help you get there. If you're looking to engage and inspire new supporters, setting up an organizational presence on one of the larger social networks like Facebook or MySpace is the best step. Finally, consider how you can mix in fundraising.� (20 plus hours a week)
http://www.flickr.com/photos/therapycatguardian/2721469523/http://www.flickr.com/photos/therapycatguardian/2722295800/http://www.flickr.com/photos/therapycatguardian/2722296148/
Knew people were talking, decided to listen. Social media presence to achieve goals of increased transparency and increased donations of blood, time, and money. In that order. http://www.flickr.com/photos/balzen/39429034/Katrina hitWe know people are talking but we’re not listening to conversation.First, feeling defensive and like going to war. Needed more transparencyNow, embracing social media.
2. Blog UpdateCompile by line of serviceDistribute, consult with subject matter expertsKeeping abreast of daily conversation, knowing what needs actionStarted with free tools, built the radar and skills
http://www.flickr.com/photos/travischurch/410348384/
http://www.flickr.com/photos/americanredcross/2584636379/3. ResponseDetermine who needs action, whether thanks and relationship building or repairing a customer service issue. Spend time reading other posts by blogger to get a sense of what they’re aboutUse judgment in avenue of response – email, comment, or better left alone.
5. Reporting and Internal ChangeSend monthly update to Communication leads consisting of aggregated data on mentions from their lines of service. J&J: watched mentions to determine where various industries stood so we’d know whether to back off or continue our aggressive PR push to shame them into dropping the suit.
Tag everything that’s included in the daily blog update by line of service and other keyword identifiers, Over time, can see trends, what people find compelling enough about their intersection with the Red Cross to spend time writing about publicly. Good for tracking!
http://www.flickr.com/photos/cursedthing/1286047620/
http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results
http://www.flickr.com/photos/wackystuff/2739656924/
http://www.flickr.com/photos/jeremywilburn/2555536389/in/set-72157605462736884/http://www.flickr.com/photos/proteinbiochemist/3167660996/
Observe them in their natural environment, listen to them, and have a conversation ..http://www.flickr.com/photos/doug88888/2913687575/http://www.flickr.com/photos/festivaldellascienza/1755616104/
Observe them in their natural environment, listen to them, and have a conversation ..http://www.flickr.com/photos/doug88888/2913687575/http://www.flickr.com/photos/festivaldellascienza/1755616104/
http://www.flickr.com/photos/dwinton/15491767/
While some of the measurement concepts for social media remain the same as traditional Web analytics, there are some new ideas to embrace. Unlike the traditional website where users browse and harvest information, the tools of social media are unique by allowing people to connect with one another. Also, Web marketing has expanded beyond just the traditional organizational website and search results pages — it has spread to everywhere people are talking about your industry or market. \"The page view has served us well. It has established a universal way to measure web sites. However, the metric is about to become a moot point. The page view does not offer a suitable way to measure the next generation of web sites. These sites will be built with Ajax, Flash and other interactive technologies that allow the user to conduct affairs all within a single web page - like Gmail or the Google Reader. This eliminates the need to click from one page to another. The widgetization of the web will only accelerate this.\"
http://www.flickr.com/photos/82705724@N00/97693500/
I also use aideRSS – and look at my “best posts’ – I do a pattern analysis – gives me ideas for topics for posts – and also the format.Expertise roundups on how to use a particular social media tool – includes how-to, tips, and links to other articlesStrategic technology topics – time investment, ROIPersonality
http://www.flickr.com/photos/lwr/1408972724/Listen: Is using social media channels to monitor what your audience is saying about your organization or issue in its natural environmentLearn: Using experiments w/metrics and the right questions at the right point to understand what works, what doesn’tAdapt: Using insights to make corrections to improve results
http://www.flickr.com/photos/midgley/2246835853/
Since this was our first run at a photo petition, it was difficult to get across exactly what we wanted people to do without writing a book. So every person that wrote in and needed help was answered personally. This gave us a good idea of how to more clearly explain ourselves next time. http://beth.typepad.com/beths_blog/2007/11/the-flickr-hold.html
http://www.flickr.com/photos/bonfire2k4/350108245/
http://www.flickr.com/photos/gaylon/180104571/
http://www.flickr.com/photos/fwp-dawson/2821182851/
http://darmano.typepad.com/logic_emotion/2009/01/weve-been-thinking-about-the-current-economic-climate-and-the-pressure-not-to-mention-scrutiny-digital-if-not-all-initi.html

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vborel 9 months ago
Lise Meinke 1 year ago
Delia MacNamara at Imagine dpm Ltd Tags 3s 2 years ago
funcionalidade 2 years ago
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Forrist Lytehaause Tags palo eg tech media’ ’social alto 2 years ago
Herb Society , Executive Director at The Herb Society of America headquarters 2 years ago
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Albert Einstein Cancer Center at Albert Einstein Cancer Center Tags socialmedia nonprofits 2 years ago
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