Social Media for Charities in Ireland

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Training presentation for Irish charities.

Training presentation for Irish charities.

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  • 1. Social Media for Charities in Ireland
    Feb 2011
    With Nathalie McDermott (@natmc)
    On Road Media
  • 2.
    • Is an award-winning social enterprise
    • 3. We deliver training to voluntary sector organisations, communities and journalists
    • 4. We teach people how to podcast, make video blogs and to use social networks well
    Nathalie McDermott | On Road Media | @natmc
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11. Why do charities have to be amazing at Social Media?
  • 12. “Facebook and Twitter have made giving to charity something to share, not to be done anonymously. Charities have to be brilliant on the internet. Part of the experience is people can see that you are giving. You give because other friends of yours have given”. Steve Moore
  • 13.
  • 14.
  • 15. There are many ways to get your messages across
  • 16.
  • 17. Static sites were web 1.0
    Blogs, wikis, podcasts, social networks...
    ...any site where people create content, network and socialise...
    = web 2.0
  • 18. Social Media in Ireland...
    LINKEDIN: 400,000
    TWITTER: Around 150,000
  • 19.
  • 20. FIVE
  • 21. How do I get to grips with social media?
    ...Start using it!
    Find a peer who you’d like to emulate and ask them how they’re using it
    ...Keep using it!
    Be natural. Be yourself.
    Experiment and play
  • 22. How are charities using social media well?
  • 23. Avoid the “Marie Celeste” Factor
  • 24. Think about the following things before you start:
    Audience (start with the people in your address book)
    Your brand
    - what sums up the work you do?
    - what is your unique background, experience, voice?
    - what’s your personality? (sarcastic, humorous, serious)
    - how do you want people to FEEL about you?
  • 25.
  • 26. Power and Control
    You won’t always be able to control things or place yourself at the centre of discussions.
    You will have to give up some control to gain more friends, followers and influence. This is a good thing.
  • 27. Relaxing your grip
    It’s the nature of social media that not all information is exactly right but the bulk of it is generally right (see wikipedia)
    Not all comments will be favourable
    How you react to unfavourable comments says a lot about you
    Pick your battles and don’t be afraid to apologise when you’re wrong
  • 28. Find the right tone: “Be cool”
    Let go
    Facilitate conversations, don’t control them
    Involve your audience, don’t ‘own’ your cause/subject
    Try things and be patient
    Aggregate content for your audience
  • 29. Time Management
    Manage your social media profiles and still have a life? Yes you can! and still have a life? Yes!
    You don't necessarily have to do it all
    What makes sense for your brand?
    Where is your audience?
    What's your goal?
  • 30. Make social media work for you!
    Cross-post content
    Setup email alerts (for the most important updates)
    Develop a routine
    Spend 10-15 minutes reading
    Spend 10-15 minutes posting
  • 31. Promotion
    Search Engine Optimization - You want people to find your content!
    You need links to your content
    Ask appropriate people to link to your website
    The more links to your websites (blog, twitter, facebook pages etc) the easier you will be to find in web searches
  • 32. Understand why this is important
    It is fundamentally different from previous forms of media
    Social media platforms provide a framework for people to connect directly to each other – the architecture has permanently changed, though technologies will continue to evolve
    People are using social media to glean information from each other without relying on organisations or institutions
    This shift is permanent! Get involved or lose out!
  • 33. This doesn’t mean we replace offline activity
  • 34. Set expectations
    Social media isn’t a miracle cure
    It may take a long time for your social media investment to pay off
    It might even never pay off in the way you originally intended
  • 35. Social Media is one tool
    Don’t overinvest in social media
    Know your audiences (current and future) and court them appropriately
    If you neglect conventional media, you might leave out your core clients or supporters
    Don’t underinvest in social media either
  • 36. Put together a strategy & policy doc
    Spend a day
    Think about all of the above and get in down on paper
    Circulate to your colleagues and discuss
  • 37. Development Objectives
    Areas / Themes to be Addressed on MeroReport
    Key Messages to Communicate via Site
    Target Audiences
    Reasons for users to use the site:
    Ways to Reach out toTarget Audience
    Facilities and resources available (including HR) and how they will be used
    Measuring success
  • 38. Keys to success
    Social Media is just one piece of the puzzle, don’t neglect the rest
    One size doesn’t fit all, do what’s right you and do what you enjoy
    Keep experimenting and always test
    You will give up some control – learn to live with it and learn to love it
  • 39. Contact: