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Using Social Media to Do More With Less
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  • How to do more with less by leveraging your networkHow to create a social culture at your nonprofitHow to understand social networks through social network analysisHow and why you must value relationships as well as transactionsBook GiveawayYour questions – break up q/a after each segment
  • I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and Visiting Scholar for Nonprofits and Social Media at the Packard Foundation
  • It isn’t a nonprofit with an Internet Connection and a Facebook Profile …Networked Nonprofits are simple and transparent organizations. They are easy for outsiders to get in and insiders to get out. They engage people to shape and share their work in order to raise awareness of social issues, organize communities to provide services or advocate for legislation. In the long run, they are helping to make the world a safer, fairer, healthier place to live.Networked Nonprofits don’t work harder or longer than other organizations, they work differently. They engage in conversations with people beyond their walls -- lots of conversations -- to build relationships that spread their work through the network. Incorporating relationship building as a core responsibility of all staffers fundamentally changes their to-do lists. Working this way is only possible because of the advent of social media. All Networked Nonprofits are comfortable using the new social media toolset -- digital tools such as email, blogs, and Facebook that encourage two-way conversations between people, and between people and organizations, to enlarge their efforts quickly, easily and inexpensively.
  • http://www.flickr.com/photos/nicmcphee/422442291/Problem statement: Explosion in size of nonprofit sector over last twenty years, huge increase in donations and number of nonprofits, and yet the needle hasn’t moved on any serious social issue. A sector that has focused on growing individual institutions ever larger has failed to address complex social problems that outpace the capacity of any individual org. or institution to solve them.
  • Solution: Networks of individuals and institutions that reduces the burden on everyone, leverages the capacity, creativity, energy and resources of everyone to share solutions, solve problems. This changes the definition of scale for social change - was institutions now networks. http://www.flickr.com/photos/uncultured/1815645413/
  • The transition of how a nonprofit goes from institution to looking like and working more like a network is what our book is aboutThe transition isn’t an easy, flip a switch – and it happens – it takes time Some nonprofits, newer ones like Mom’s Rising have networked nonprofit in their DNA, while others – institutions – make the change slowly.Way of being transforms into a way of doing
  • http://www.flickr.com/photos/kingcoyote/101629460/in/set-72057594070147041/
  • Focus on what you do best, network the rest
  • The transition from working like this to this – doesn’t happen over night, can’t flip a switch
  • Doing more by Theme: Explain - Feel like you have too much to do, because you do too much - do what you do best and network the rest Exercise: Surfrider - Reflection question doing lesshttp://www.flickr.com/photos/martinlabar/3248079595/Eugene Eric Kim recently gave a terrific talk at Packard on principles for online social networks. One of his principles was simplicity and used the metaphor of ant trails.   Ants leave a trail that says "I was here."  That way others can find them and connect.   Twitter is simply an ant trail.   We can leave a pulse, it is simple and easy.  It keeps the connections going. Eugene said not to focus on the content.  Leave a trail and emergence to happen.I did a very quick of your social media ant trails and was delighted to see many of the best principles for effective social media exist – and so hoping that we can have a robust conversation about best practices.
  • http://www.flickr.com/photos/peggycollins/2597798134/
  • http://www.dailyseoblog.com/2009/06/9-tools-to-measure-your-twitter-influence-reach/
  • http://www.devonvsmith.com/2010/07/the-networked-nonprofit-theatre-a-manifesto-a-book-review/We assert the unalienable rights of The Intern. We understand that The Intern might be a high school student, an MBA, a retiree, or anyone in between. The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.
  • http://disruptology.com/10-social-media-tasks-for-summer-interns/
  • http://disruptology.com/10-social-media-tasks-for-summer-interns/
  • http://www.flickr.com/photos/notanartist/263545370/sizes/l/
  • Organizational culture is the psychology, attitudes, and experiences and beliefs of the people who lead organizations. Culture impactsUse social media to engage people inside and outside the organization to improve programs, services, or reach communications goals. Embrace mistakes and take calculated risksReward learning and reflectionUse a “try it and fix it as we go” approach that emphasizes failing fastOvercomes organizational innertiaUnderstand and appreciate informality and individuality do not necessarily indicate a lack of professionalism and caring.Trust staff to make decisions and respond rapidly rather than craw through endless check-ins and approval processes
  • http://www.flickr.com/photos/24443965@N08/3639694353/
  • Andy Bales Union Rescue Mission
  • There is also a need to describe your social media strategy in terms of the value – how it will help you reach your goals. Many leaders are “yellow thinkers” – that is they need to see the results laid out in advance before they will say.Pre-school California – there is also a conversation about value – and that happens by connecting social media strategy to communications objectives.
  • Don’t do anything stupid – Social MediaDon’t moon anyone with camera
  • Testing of the policy – and there may be things that you didn’t think
  • But it really boils down to common sense ….
  • I wear many hats these days. I’m the CEO of Zoetica, write Beth’s Blog, and have been Visiting Scholar for Nonprofits and Social Media at the Packard Foundationv

Using Social Media to Do More With Less Using Social Media to Do More With Less Presentation Transcript

  • The Networked Nonprofit
    Using Social Media To Do More With Less
    Beth Kanter, Beth’s Blog
  • Topics
    Networked Nonprofit: DefinitionSimplicity: Do more with lessUnderstand networks through social network analysisHow to create a social culture How and why you must value relationships as well as transactions
  • Beth Kanter
    View slide
  • @kanter @afine
    Why a book?
    Three lucky webinar attendees will win a copy of the book
    View slide
  • #1 nonprofit books#108 all books on Amazon
    #3 business books
  • The Books in p
  • You’re invited to add your photo: http://networkednonprofit.wikispaces.com
  • What is a Networked Nonprofit?
  • Why become a Networked Nonprofit?
  • Complex social problems that outpace the capacity of any single nonprofit organization
    Photo by uncultured
  • The Networked Nonprofit
  • Some nonprofits are born networked nonprofits, it is in their DNA ….
  • Simplicity: Focus on what they do best, network the rest
  • Social Culture: Not Afraid of Letting Go Control
  • Other nonprofits make that transition more slowly
  • In a networked world, nonprofits need to work less like this
    Source: David Armano The Micro-Sociology of Networks
  • And more like this ….
    With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
  • Smaller nonprofits don’t have these limitations, although there are different challenges
  • You want me to start Tweeting too?
    From scarcity to abundance …
  • You have too much to do because you do too much
  • Simplify: Leverage your networks ..
  • A quick scan of your social media ant trails …
  • How and why you must value relationships as well as transactions
  • Are your tweets about your organization or asking for something?Do you just stream your web site content on Facebook?
  • Build Your Network Before You Need It
  • Exploring the Relationship
    Are you even listening to me?
    How well do I really know you?
    Do we have anything in common?
    Opera San Jose, 2010 (Creative Commons Attribution-NonCommercial-ShareAlike)
  • Who is going to do the work?
  • Don’t do this to your intern ….
  • We assert the unalienable rights of The Intern. We understand that The Intern might be a high school student, an MBA, a retiree, or anyone in between. The Intern will be taken seriously, given real work to do, be respected for their opinion, and will be patiently taught the things they don’t yet know.
  • The perfect intern might be already be in your network
  • How many are hands-on with social media?How many think it is a time suck?
  • Oh Look, A Squirrel!
  • Photo by Craig Newmark
  • Social Culture
  • Loss of 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
    Suffering from information overload already, this will cause more
  • Social media was new our organization. We took one step at a time so that we have a better understanding of how it is used personally, as well as and non-profit world.We began with simple listening on Facebook, and exploring how other non-profits are using it .
  • Leaders Experience Personal Use
  • Making a strong value case
  • Codifying A Social Culture: Policy
    • 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
    • Press referrals
    • Escalation
    • Policy examples available at wiki.altimetergroup.com
    Source: Charlene Li, Altimeter Group
  • Be professional, kind, discreet, authentic. Represent us well. Remember that you can’t control it once you hit “update.”
  • Testing the policies: Refining, Educating
  • Operational guidelines need to be specific and include examples
  • Don’t moon anyone with a camera, unless you hide your face ….
  • Photo by Craig Newmark
  • Thank you!
    Virtual Launch Party
    June 21st
    4-5 PM EST