Utilizing Social Media for Non-Profits


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This webinar will provide an overview of popular social media vehicles used by many non-profits. We will cover how to best utilize these sites to enhance your program. We will take an in-depth look at using a Facebook Fan Page, using and understanding your Twitter account, and other social media tools that can boost your program.

At the end of the session you will learn: how to increase traffic to your social media sites, best times to post items on Facebook, Twitter, etc., how to use your Fan Page wisely, calculating the value of social media to your non-profit, and links to social media resources for your pages.

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Utilizing Social Media for Non-Profits

  1. 1. Using Social Media for Non-Profits Chrissy Marzano National Safe Place AmeriCorps VISTA
  2. 2. Social Media 101
  3. 3. Did You Know?  60% of the online population uses Social Media.  Every member of congress has a Facebook Page.  It took 9 months for Facebook to reach 100 million users. ◦ Radio took 38 years to reach 50 million listeners. ◦ The internet took 4 years to reach 50 million people.  1 in 8 couples married in the U.S. last year met via social media  Department of Education reports online students out performed those receiving face-to-face instruction.  You would need to live for 1,000 years to watch all the videos on YouTube.  77% of internet users read blogs.
  4. 4. Social Media and Youth  85% of youth communicate online in some form.  61% of youth engage in Social Networking Sites.  Facebook is most popular social networking site for every youth age group.  Teens spend 11 hours 32 minutes per month online.  29% of youth report being cyber-bullied.  52% of youth know someone who has been cyber-bullied.
  5. 5. The Value of Social Media  Increasing Awareness  Staying Updated w/Community News  Free Promotion “Social Media has given us (anyone) the power to  Connecting with Your Audience change the world.” –  Networking Mark Horvath  Collaboration www.invisiblepeople.tv & www.hardlynormal.com Opportunities  Fundraising
  6. 6. The POWER of Social Media Betty White SNL Facebook Free JetBlue Flight Attendant Campaign Steven Slater Jimmy Wayne’s Meet Me Halfway Campaign TIME: Can Post Secret & Mark Horvath & InvisiblePeople.tv Facebook Save a Life?
  7. 7. Getting Started – Things to Think About  Create a Social Media Plan  Where will you have a Presence?  What‟s Your Messaging?  What‟s Your Target Audience?  Who is Listening?  What are your Social Media Goals?
  8. 8. Use it or Lose it!  Decide who will be in charge of social media forums.  Set up Google Alerts/RSS Feeds ◦ Use Key Words that apply to your Non-Profit  Ex: Homeless Youth, National Safe Place, etc.  Monitor Daily!  Participate in Online Conversation  Share information  Make Connections
  9. 9. Facebook  Once strictly for college users, now the most popular social networking site on the web.  If Facebook were a country, it be the 4th largest in the world.  Has 500 Million users worldwide.  The avg. user has 130 friends.  Users spend an avg. of 25 min a day on Facebook.  Users avg. over 700 billion min. per month on Facebook.  1.5 million pieces of content (links, news stories, photos) are shared daily.
  10. 10. Facebook Fan Page  90% of the power of a Facebook Page is in the Status Update  77% of fan pages have fewer than 1,000 fans.  Engage users with relevant content.  Make people feel apart of something.  Offer a variety of posts  Ex. articles, quotes, videos, pictures, links
  11. 11. Using Your Fan Page Wisely  It‟s all about Interaction and Engagement!  Establish a username for your Facebook Page. ◦ after reaching100 fans, a Facebook Page Username can be reserved at www.facebook.com/username.  Build a sense of community. ◦ Become a fan of like-minded agency pages. ◦ Create a list of these pages.  Distinguish Yourself from other non-profits or branches of your non-profit. ◦ For Safe Place programs, use Safe Place of your city/state or for ex. CASA of Las Vegas  Observe Page Insights regularly.
  12. 12. Fan Page Challenges  When is the best time to post?  Suggested “high traffic windows” to post: Depending on your time zone sometime between 8:15am and 2:00pm.  Avoid posting too many status updates.  Find your own style in what you share.  Find your rhythm with your audience.  Investigate “Community Pages”.  Keep up with the ever changing landscape of Facebook
  13. 13. The Power of Twitter  There are 110 Million accounts on Twitter.  1 in 5 Americans use Twitter (ages 18-35)  Twitter started as a simple SMS-text service.  Fortune 100 CEOs are the slowest demographic to join Twitter. ◦ Only 2 of the top 100 CEOs are on Twitter  Facilitates constant flow of communication.  Has the ability to create new relationships and connections that may never have been possible.
  14. 14. Twitter 101  Twitter lets you write and read messages of up to 140 characters.  Twitter replies start with @  Ex. @SafePlace Great TXT 4 Help program!  Incite Conversation and ask Questions  Share links with followers, re-tweet info from the people you follow.  Utilize the Side Menu – Observe your retweets, “@” Replies , and direct messages.  Tip: Thursdays and Fridays are the most active days on Twitter.
  15. 15. Twitter Terms  Tweet: an update or message posted on Twitter.  Following: adding people/companies you‟re interested in to read their updates and messages in your timeline.  Re-Tweet: used to share ideas by reposting messages from your followers and giving them credit. ◦ ex. RT @hardlynormal :A homeless man wanted my @safeplace wristband so I gave it to him. I told him if he runs into homeless youth to share info  Direct Message (DM): Private message sent to another user. ◦ To send a DM start message with “dm username” ex. DM @SafePlace  Hashtag(#): Categorizing Tweets. ◦ ex. @JimmyWayne nears end of his walk halfway across US for #HomelessYouth.
  16. 16. Twitter Etiquette  The „Re-Tweet‟- the preferred way by users to share info from other people.  HT (Heard Through)- sharing info seen or heard from another person/organization.  Ex. invisiblepeople: A youth created documentary, "The Untold Story: Homeless Teens" http://bit.ly/dyySmD ht @safeplace  Give credit where credit is due.  Share info with each other!  DanRatherReport: @SafePlace 100,000 - 300,000 minors r forced into prostitution every year. A look at underage sex trafficking in Portland, OR. HDNet Tue 8pm
  17. 17. Twitter Resources Once comfortable with Twitter, utilize these tools:  Twitter 101- A Guide for Businesses http://business.twitter.com/twitter101  Twitter Lists Grouping people together by subject. Ex) Charities, Non-Profits, Homeless Advocates,Youth Advocates,  Mention Map http://asterisq.com/blog/2009/10/14/explore-your-twitter-network-with-mentionmap Loads each user's Twitter status updates and finds the people they interact with the most.  Bit.ly http://bit.ly/ Shortens hyperlinks to fit within the 140 character status update. Ex) @SafePlace: A youth created documentary, "The Untold Story: Homeless Teens" http://bit.ly/dyySmD
  18. 18. Social Media Best Practices  Communicate Frequently.  Celebrate Successes.  Follow your organization‟s code of conduct.  Become a resource to your community.  Encourage the „Super Fan‟  Observe the behavioral cultures within each network and adjust your outreach accordingly.  Establish and nurture relationships online and in the real world.  Stick to Business.
  19. 19. Q and A Chrissy Marzano cmarzano@nationalsafeplace.org