How Nonprofits Are Using Social Media: A SnapshotBeth Kanter, Visiting Scholar Packard FoundationPhoto by mikebaird

Scholar: 40-40-20

Beth’s Blog

What social media tools are you using personally?Photo by Franie

Share Pair: How are you using social media? Why? Photo by Franie

A Snapshot: How Nonprofits Are Using Social MediaA few principles and a couple of stories ….

Understand the DifferenceTraditional Media Social MediaBrand in controlOne way / Delivering a messageRepeating the messageFocused on the brandEducatingOrganization creates contentAudience in controlTwo way / Being a part of a conversationAdapting the message/ betaFocused on the audience / Adding valueInfluencing, involvingUser created content / Co-creationSource: Slide 10 from "What's Next In Media?" by Neil Perkin

The Tower and The CloudFlickr photos by jamesjordan

Pick tools strategically to met objectives

Community Building & Social NetworkingGenerateBuzzShareStoryEngageListenSocial Media: Strategy BlocksCrawl ………..……Walk …….…….. Run ……..…………….FlylSource: WeAreMedia

Listening Comes First: The Red CrossFirst project was a listening project over three years agoPeople were talking and they needed to listenAt first, felt like going to war, but changed internal perception of social media

Listen: Monitor, Compile, DistributeI 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

Listening: The Gateway Drug Changes internal perception of social media value Improves relationships with audience and identifies influencers Incremental improvements for campaigns Working with affiliates

Changes internal perception of social media value

Improves relationships with audience and identifies influencers

Incremental improvements for campaigns

Working with affiliates

Influencer complaining …Customer service issueRelationship buildingStaff determines comments or tweets that need response

Crowdsourcing the Institution’s Strategic Vision

Engage

People share their wildlife sightings

Empowering supporters without loosing control …

Thank You! Beth’s Bloghttp://beth.typepad.comHave a social media question?Want to set up a coaching?bkanter@packard.org