Your SlideShare is downloading. ×
  • Like
Social Media Strategic Mapping for CILs
Upcoming SlideShare
Loading in...5

Thanks for flagging this SlideShare!

Oops! An error has occurred.


Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Social Media Strategic Mapping for CILs


For workshop on using social media in Centers for Independent Living. Adapted from curriculum.

For workshop on using social media in Centers for Independent Living. Adapted from curriculum.

Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads


Total Views
On SlideShare
From Embeds
Number of Embeds



Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

    No notes for slide


  • 1. Your Social Media Strategic Map Presented by Michele Martin
  • 2. Objective • Review steps in creating a social media strategic map
  • 3. Social Media Strategic Mapping • Objective • Capacity • Target Audience(s) • Tools and Tactics • Integration • Measurement • Culture change • Experiment
  • 4. Objectives
  • 5. Objectives • What do you want to accomplish with social media? • How does it tie in with other goals or objectives for your organization?
  • 6. Is it S.M.A.R.T? • Specific • Measurable • Achievable • Realistic • Time-based
  • 7. S.M.A.R.T. Goal “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.”
  • 8. Audience
  • 9. Who Is Your Audience? • Who must you reach • What key points do to meet your you want to make? objective(s)? • What is your • Why this target audience doing group? online? How do they like to interact? • What do they know or believe about your • What research do organization or you need to do? issue?
  • 10. Source: Business Week
  • 11. Integration Source: WeAreMedia
  • 12. 1/3 One-Way 1/3 Web Presence 1/3 Social Media
  • 13. Culture Change
  • 14. How will your culture adapt? • Once you have an initial strategy, how do you get your organization to own it? • How will you address any fears or concerns? • What is the rate of change your organization can tolerate?
  • 15. 5 Common Fears • Loss of control • Privacy • Failure (especially publicly) • People won’t use it • Waste of time Maddie Grant, Five Fears Associations Have About Social Media
  • 16. Fight the Fear! • Experiments • Demos • Social Media Policies • Dialog with Stakeholders • “Never let a good crisis go to waste”
  • 17. Capacity
  • 18. Capacity Questions • Who will implement your organization’s social media strategy? • Can you allocate a minimum of five hours per week to your strategy once you've passed the learning curve? • Do you have the most efficient work flow and tasks in place? • Do you need any outside expertise? • Will your content updates depend on any other resource or person?
  • 19. Tools & Tactics
  • 20. Tools & Tactics • What tactics and tools best support your objectives and match your targeted audience? • Listening • Participating • Storytelling • Generating Buzz • Fundraising • Professional development
  • 21. Tools & Tactics • What tools and tactics do you have the capacity to implement? • Time • Staff • Skills
  • 22. Measurement
  • 23. What/how will you measure? • What is your original, measurable objective (e.g., # of event attendees or petitions signed)? • What hard data points or metrics will you use to track your objectives? How often will you track? Do you have the systems and tools set up to track efficiently? • How will you harvest insights from hard data and qualitative data as the project unfolds? What questions will you ask to generate insights? Who will participate?
  • 24. Some things to track. . . • Unique visitors • Keywords • Time on site • Referrals • Tags, ratings, rankings • Comments & trackbacks • Connections • Members and active contributors
  • 25. Experiment
  • 26. How can you experiment? • What small piece can you implement first as a pilot? • How will you learn from the pilot for your next experiment?
  • 27. From the field. . . .
  • 28. QUESTIONS?
  • 29. Let’s get started. . .
  • 30. Resources • The Social Media Starter Kit for Nonprofits--Creating Your Organization’s Strategy Map