“When the technology becomes boring, it becomes socially interesting” – Clay ShirkyThe 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?
Social Culture: Everyone Uses Social Media To Spread Mission
The Networked Nonprofit BE DOUnderstand Networks Work with Free AgentsCreate Social Culture Work with CrowdsListen, Engage, and Build Learning LoopsRelationshipsTrust Through Friending or FundingTransparencySimplicity Govern through Networks
Social CultureEveryone 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.
Sharing control over their branding and marketing messagesDealing with negative commentsAddressing personality versus organizational voice (trusting employees)Make mistakesMake senior staff too accessiblePerception of wasted of time and resources Privacy and Security concernsSuffering 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 • Best practices • Tone• Why policy is needed • Expertise • Cases when it will be used, • Respect distributed • Quality • Oversight, notifications, and legal implications • Additional resources • Training• Guidelines • Operational Guidelines • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common wiki.altimetergroup.com sense
Facebook Specific: CommunityGuidelines “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?
Detroit Symphony Strike: October, 2010Management Musicians 33% cut 22% cutSocial media provided a twist to the ongoing negotiations between musicians and the DSO
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 ….
Queen of the Night From The Magic FluteFlickr photo by sugarhiccuphiccup
Black Swan Queen in Swan LakeFlickr photo: shuri
A well‐crafted social media strategy and good practice of networked nonprofits is more like ….
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 dataDon’t do this to them ….
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 managerTwo Full‐Time Staff Members
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 Metrics Monday: 30 Minutes
Share Pair: What needs to change in your foundation or in your grantees to make organizational learning a habit?
Handling Mistakes x“MisTweet” – A tweet intended to come from a personal account but sent out on an organizational account by mistake.
Steve Norris, ex‐Tory Mayoral contender, says: “I think the National Theatre should have a Compulsory Demolition Order!”
Lessons Learned•You can’t hide or not respond•Act quickly•Admit the mistake, stakeholders are forgiving•Use humor when appropriate•Build your network before you need it•Employees should use different Twitter apps for personal/organizational tweeting•If the mistake had been damaging to the organization, a social media policy would have been critical if taking appropriate action
If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration
Where to focus …CRAWL WALK RUN FLYCommunications Social Media Social Media Multiple ChannelsStrategy Strategy Strategy Reflection/ImprovementCulture Change SMART Objectives Engagement Network Building Audience Content Listening Experiments/Pilots
Listen Promote Participate Publish BuildNo Engagement Broadcast/Share Low Engagement Content Intensive Network High Engagement 15 min/day + 20 min/day + 30 min/day + 3‐5 hrs/wk + 5‐10 hrs/wkCRAWL WALK RUN FLY Original concept by Beth Kanter – remix by Aliza Sherman
To be successful, use social media like Kanye West What can we learned about a try and fix approach to social media from Kanye West?