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  • 1. Social Media Listening Literacy For Nonprofits Beth Kanter, Beth’s Blog
  • 2. Listening Literacy: Step-by-Step 1. Get your nonprofit ready to listen 2. Key skills 3. Essential Tool: RSS Reader 4. Your Radar 5. The Art of Responding 6. Pattern Analysis, Trends, and Reporting 7. Listening in A Blizzard
  • 3. Share Pair • What is your organization’s experience with listening? • What do you want to improve?
  • 4. 1. Get your organization ready to listen
  • 5. How will you organize listening? •Who will do the listening and responding? •Response policy? •How much time will you allocate? •How will you analyze the results and share insights? •How will you know if listening has be useful?
  • 6. 2. Listening: Key Skills • Keywords Are King: Composing & Refining • Pattern Analysis • Engaging Effectively
  • 7. Keywords Are King: Composing & Refining
  • 8. What to search for? • Nonprofit Name • Other nonprofit names in your space • Program, services, and event names • CEO or well-known personalities associated with your organization • Other nonprofits with similar program names • Your brand or tagline • URLs for your blog, web site, online community • Industry terms or other phrases • Your known strengths and weaknesses.
  • 9. What NOT to search for? Try to avoid generic terms. If your organization's name or program names contain generic words, use Boolean operators like quot;ANDquot; or quot;NOT.quot;
  • 10. Think like your audience “It is important to connect with people based on their interests (I will sometimes search twitter for quot;kids outsidequot; and then compliment them on giving their kids a green hour!) ” Danielle Brigida
  • 11. Think Offline …. List Your Key Why Important Brainstorm Words/Phrases Related Words Share Pair: Brainstorm some key words
  • 12. Use Online Keyword Tools https://adwords.google.com/select/KeywordToolExternal
  • 13. Revise Keywords Based On Results
  • 14. Use Your RSS Reader Like A Rock Star!
  • 15. Which one is right for you?
  • 16. Good RSS Habits Small block of time for daily reading Clean house, reorganize Don’t feel obligated to read everything
  • 17. Let’s Set Up Your First Social Media Radar (using free tools)
  • 18. Ego Searches Basics Persistent Searches Key words phrases Key Bloggers Blog Feeds Other Places Social Networks, YouTube, Etc
  • 19. Your Ego Feeds Name or URL Put into folders in your reader
  • 20. There’s not a (free) magic wand ……
  • 21. Exercise: Set Up A Few Ego Feeds in Your Reader • Do search at site for the first time • Add a RSS feed to your reader • Monitor in your reader • Pattern Analysis • Engage when needed
  • 22. Persistent Search: Use Keywords, Rinse and Repeat
  • 23. Exercise: Set up Keyword Searches
  • 24. Listening to Bloggers
  • 25. These steps require a few hours of research in the beginning …
  • 26. Browse and scan blogs at directories
  • 27. Look for bridge bloggers
  • 28. Add to Your Reader
  • 29. You read the blog in your reader ..
  • 30. Building Your Feeds and Finding Influencers • Slow growth at first, spider out • Don’t be afraid to clean, unsubscribe, and reorganize • Spreadsheet analysis • Check out Google Page Rank • You can check out their monthly views • You can check out their technorati ranking
  • 31. Other Places To Set Up Listening Posts If you’re planning to set up a presence or you know your audience is there …
  • 32. Source: Kd Paine – Buy her book, read her blog
  • 33. Most important: How many times was a video watched? How many times was it rated and what were the ratings? How many comments did it get? Also record: How many times has it been favorited? How many times has it been embedded? How many times has it been linked to?
  • 34. The Art of Response
  • 35. If you find people talking about you …. Problem Not Problem Big Problem Keep track of themes Little Problem Keep track of positives Track themes Be prepared to discuss Source: KD Paine
  • 36. Swing into crisis mode and call in the boss
  • 37. If Keywords are Kings, Comments are Queens
  • 38. Read and comment on blogs Think before you respond! What did they say well? What did they miss? Answer questions What are other people saying How does it apply to you Look forward Look backward Ask what if?
  • 39. Pattern Analysis Tools
  • 40. The Most Important Tool
  • 41. Excel Spreadsheet
  • 42. Review Trends, Share
  • 43. Listening in a Blizzard: Professional Tools
  • 44. • What can professional tools do that free ones can’t? • Start with free tools, perfect your radar, look for ways that professional tools can save you time • Growing number of vendors, do your due diligence • Demo
  • 45. Listening Literacy: Step-by-Step 1. Get your nonprofit ready to listen 2. Key skills 3. Essential Tool: RSS Reader 4. Your Radar 5. The Art of Responding 6. Pattern Analysis, Trends, and Reporting 7. Listening in A Blizzard
  • 46. Happy Listening!
  • 47. Sources of Inspiration Inspiration and Sources KD Paine, Queen of Measurement http://www.themeasurementstandard.com/ (Buy her book, read her blog) WeAreMedia: Nonprofit Social Media Starter Kit http://www.wearemedia.org/ (I’m the wiki facilitator and gardener. Check out the Tool Box section) All Photos Creative Commons Licensed from Flickr and attribution in notes
  • 48. Beth’s Writings and Resource Collections I have two personal learning spaces Social Media Listening http://socialmedia-listening.wikispaces.com/ Social Media Metrics http://socialmediametrics.wikispaces.com/ Plus you can check out my blog posts on the topic http://beth.typepad.com/beths_blog/listening/
  • 49. Thank You! Beth’s Blog http://beth.typepad.com Have a blog post topic idea? beth@bethkanter.org

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