Becoming A Networked NonprofitEffective Social Media<br />Beth Kanter, CEO ZoeticaMS Society, August, 2010        photo by...
Beth Kanter<br />http://www.bethkanter.org<br />
The Networked Nonprofit<br />
http://socialmedia-strategy.wikispaces.com/MS+Society<br />
What is a Networked Nonprofit?<br />
Why become a Networked Nonprofit?<br />
Complex social problems that outpace the capacity of any single organization<br />Photos by uncultured and EdwardHale<br />
The Networked Nonprofit <br />
In a networked world, nonprofits need to work less like this<br />Source:  David Armano The Micro-Sociology of Networks<br />
And more like this ….<br />Some nonprofits are born this way, others have to make the transition … slowly ..<br />With apo...
Some nonprofits are born networked nonprofits, it is in their DNA ….<br />
Social Culture:  Not Afraid of Letting Go Control<br />
Other nonprofits make that transition more slowly<br />
Red Cross: Making the Transition to A Networked Nonprofit<br />
Listen:  Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] Th...
Listening Drove Adoption<br />
Influencer complaining …<br />Customer service issue<br />Relationship building<br />
Scale<br />JA is ahead of the game … you have a rule book! <br />
Social Content<br />
January 11, 2010<br />Robust and Agile Listening and Engagement System<br />Objective:  Stakeholder EmpowermentSocial Cont...
Social Media’s Role in Disaster Relief Effort in Haiti <br />
The Networked Nonprofit <br />
Social Culture<br />
Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality...
Leaders Experience Personal Use<br />
Making Social A Cultural Norm …. <br />
Describe results versus tools<br />
“For social media success,  <br />it is more important to try something new, and work on the problems as they arise, than ...
Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
 Why policy is needed
 Cases when it will be used, distributed
 Oversight, notifications, and legal implications
 Guidelines
 Identity and transparency
 Responsibility
 Confidentiality
 Judgment and common sense
 Best practices
 Tone
 Expertise
 Respect
 Quality
 Additional resources
 Training
Operational Guidelines
 Escalation
 Policy examples available at wiki.altimetergroup.com</li></ul>Source:  Charlene Li, Altimeter Group<br />
Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<b...
Testing the policies:  Refining, Educating<br />
Operational guidelines need to be specific and include examples<br />
How Networked Nonprofits Create Effective Social Media Policies ….<br />Seek InspirationGet FeedbackBe organic and flexibl...
Transparency<br />Networked Nonprofits consider everyone inside and outside <br />of the organization resources for helpin...
The Nonprofit Fortress<br />
Transactionals<br />
Transparent<br />Sponges<br />
Do to be transparent all the time?<br />
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MS Society

  1. Becoming A Networked NonprofitEffective Social Media<br />Beth Kanter, CEO ZoeticaMS Society, August, 2010 photo by Thomas Hawk<br />
  2. Beth Kanter<br />http://www.bethkanter.org<br />
  3. The Networked Nonprofit<br />
  4. http://socialmedia-strategy.wikispaces.com/MS+Society<br />
  5. What is a Networked Nonprofit?<br />
  6. Why become a Networked Nonprofit?<br />
  7. Complex social problems that outpace the capacity of any single organization<br />Photos by uncultured and EdwardHale<br />
  8. The Networked Nonprofit <br />
  9. In a networked world, nonprofits need to work less like this<br />Source: David Armano The Micro-Sociology of Networks<br />
  10. And more like this ….<br />Some nonprofits are born this way, others have to make the transition … slowly ..<br />With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks<br />
  11. Some nonprofits are born networked nonprofits, it is in their DNA ….<br />
  12. Social Culture: Not Afraid of Letting Go Control<br />
  13. Other nonprofits make that transition more slowly<br />
  14. Red Cross: Making the Transition to A Networked Nonprofit<br />
  15. Listen: Monitor, Compile, Distribute<br />I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger<br />
  16. Listening Drove Adoption<br />
  17. Influencer complaining …<br />Customer service issue<br />Relationship building<br />
  18. Scale<br />JA is ahead of the game … you have a rule book! <br />
  19. Social Content<br />
  20. January 11, 2010<br />Robust and Agile Listening and Engagement System<br />Objective: Stakeholder EmpowermentSocial Content<br />Rule Book<br />Internal Capacity Building<br />Wendy Harman, Red Cross<br />
  21. Social Media’s Role in Disaster Relief Effort in Haiti <br />
  22. The Networked Nonprofit <br />
  23. Social Culture<br />
  24. Loss of control over their branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Make mistakes<br />Make senior staff too accessible<br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more<br />
  25. Leaders Experience Personal Use<br />
  26. Making Social A Cultural Norm …. <br />
  27. Describe results versus tools<br />
  28. “For social media success, <br />it is more important to try something new, and work on the problems as they arise, than to figure out a way to do something new without having any problems.”<br />-Clay Shirky<br />
  29. Codifying A Social Culture: Policy<br /><ul><li> Encouragement and support
  30. Why policy is needed
  31. Cases when it will be used, distributed
  32. Oversight, notifications, and legal implications
  33. Guidelines
  34. Identity and transparency
  35. Responsibility
  36. Confidentiality
  37. Judgment and common sense
  38. Best practices
  39. Tone
  40. Expertise
  41. Respect
  42. Quality
  43. Additional resources
  44. Training
  45. Operational Guidelines
  46. Escalation
  47. Policy examples available at wiki.altimetergroup.com</li></ul>Source: Charlene Li, Altimeter Group<br />
  48. Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”<br />
  49. Testing the policies: Refining, Educating<br />
  50. Operational guidelines need to be specific and include examples<br />
  51. How Networked Nonprofits Create Effective Social Media Policies ….<br />Seek InspirationGet FeedbackBe organic and flexible<br />Write in plain English<br />Beta test them<br />Summarize<br />Rinse and Repeat<br />
  52. Transparency<br />Networked Nonprofits consider everyone inside and outside <br />of the organization resources for helping them to achieve their goals<br />
  53. The Nonprofit Fortress<br />
  54. Transactionals<br />
  55. Transparent<br />Sponges<br />
  56. Do to be transparent all the time?<br />
  57. Listen, Engage, and Relationships<br />
  58. Source: Communications Network Listening Presentation <br />
  59. Engage: Conversation Starters<br />
  60. Difficult Conversations<br />
  61. Relationships<br />
  62. You want me to start Tweeting too? <br />Simplicty: From scarcity to abundance …<br />
  63. You have too much to do because you do too much<br />
  64. Leverage your networks ..<br />
  65. The Networked Nonprofit <br />
  66. http://socialmedia-strategy.wikispaces.com/MS+Society<br />
  67. Thank you!<br />http://www.bethkanter.org<br />

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