1. Social Media:
What, Why, and
Leveraging Social Media and Web 2.0 for Nonprofits
2. We Are Media Project:
The Social Media Starter Kit for
Visit the WeAreMedia wiki for additional
resources and to connect with other
nonprofit social media practitioners via
Funded by the Surdna Foundation
4. Using the Internet to instantly
collaborate, share information, and
have a conversation about ideas and
causes we care about.
What is Social Media?
5. Powered by ..
6. It is a conversation
11. And those
12. Some differences in tactics
Brand in control Audience in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the audience / Adding value
Educating Influencing, involving
Organization creates content User created content / Co-creation
Source: Slide 10 from "What's Next In Media?" by
13. SETH GODIN – ‘FLIPPING THE FUNNEL’
Users are inspired and enabled to
talk about your organization
They spread the message around
14. And guess what?
That conversation is …
15. Not Controlled
16. Not Organized
17. Not On Message
18. SOCIAL MEDIA USE IS GROWING
19. 184 million bloggers
73% of active online users have read a blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
39% subscribe to an RSS feed
Source: Universal McCann Comparative Study on Social Media Trends April 2008
20. Not everyone is a social media user
21. Social is not slowing down ….
22. Online Media
Broadly speaking, the top 1,000 media sites fall into two categories
Publisher Media Social Media
23. Page View Share
Share of all page views at the Top 1,000 Media sites, December 2007 – 2008
• Social Media took the lion’s share of the 2.1 trillion page views
made at the top 1k media sites last year, nearly doubling 2007 PV
24. Welcome to the Social World
25. What if
Improve Client Service
Increased Relevant Visitor Traffic
Increased Page Rankings
Viral spreading of petitions or
Fundraising – reach new donors
27. How do we balance conversation and
28. A social media strategy map helps
your organization think through
objectives, audience, content,
strategy, tools, and measurement
to support your organization’s
communications and Internet
29. Source: Inside Obama’s Social Media Tool Kit
•What do you want to accomplish with social media?
•Describe how your social media objective supports or links to a
specific goal from your organization’s communications plan
31. Give Your Social Media
Objective An IQ Test!
32. To draw political attention to ongoing genocide in Darfur by
delivering 1 million postcards to be sent to Obama within his
first 100 days in office
•Who must you reach with your social media
efforts to meet your objective? Why this target
•Is this a target group identified in your
organization’s communications plan?
•What do they know or believe about your
organization or issue? What will resonate with
•What key points do you want to make with
34. What are they doing online?
35. What research do you
36. One Way
Web Site search engine
Integration with Internet Strategy
39. Share Pair
What is one goal you have
for your organization for
using social media?
40. Give Your Social Media
Objective An IQ Test!
41. Tactical Approaches
Share Your Story
Buzz Social Networks
43. Tactical Approaches
Tactical Approaches and Tools
Generate Building &
Share Buzz Social
10hr 15hr 20hr
Less Time More time
44. Listening is
knowing what is
being said online
45. A few listening tools …
• What decisions will you link your
• What key words will you use?
• How will share or summarize
what you learn from listening with
others in your organization?
47. Key Words
48. Twitter Search
49. Listening leads to participation
• Who is empowered to respond and in
• How will you address negative
comments or perceptions?
• What is the goal of your
51. Less about tool, more about
Respond Don’t Respond
• They’ve paid you a • Trolls
• Valid client complaint
• Not you
• If information is
• If you have something
of value to offer
52. Sharing your story social media style …
How will you maintain a
consistent work flow and
Who will be your .org’s voice?
54. Photo Sharing
55. Spreading Buzz
56. A Few Tools
57. • How will you “brand” your presence
on buzz sites?
• Who will implement and build
relationships with influencers?
• How will you get fans to talk about
you to their friends?
• What actions do you want people take
when they come in contact with your
buzz? (Mobilize, spread, remix)
58. Breakout Sessions
•Listening – Stay in this room
•Storytelling – Room 2003
•Generating Buzz – Room 2005
Winners of the blog post comment contest:
Kelly Houstson Staskey
See staff with white t-shirts to collect your prize!
59. Laser Out
What did you learn in the
breakout session that you
want to share?
60. Organizational Development
•Business Voice and Personal Voice
•Coordination with communications, HR, legal,
•Management tolerance, participation,
•Safe zones for experimentation
•Balance "quick and candid" with "thoughtful and
What was your biggest
“aha” moment during the
62. Learn More and
63. If you remix this presentation,
please add your remixed version
to the wiki.