ASA 2013 Social Media for Nonprofits Patti Shea @pattijshea Social Communications & Strategy Manager
If You’re Not Socializing, You’re Missing Out. @pattijshea
Setting Goals & Doing a Social Audit1. What are your goals?2. Do you have content? Do you have the means/budget to create it?3. Where are you going to socialize? Do you have the means/people to do it?4. If you’re not going to invest time, don’t waste anyone else’s.5. You will fail.6. Try everything to see what sticks. @pattijshea
Content Is King • Have a sense of humor! • Know your audience. • It doesn’t need to be in depth. • Make sure you consider all platforms. • Think it through … and outside the box. • If all content is local, make experience local. • Don’t shoe-horn in promotions. @pattijshea
Show Don’t Tell• You have the data … now show it.• Infographics are the No. 1 shared content on social platforms.• Instagram, Pinterest, Facebook … approach ‘em differently.• Be thrifty but legal.• Be timely & relevant.• Build in budget & design into strategy.• Have Plan B, Plan C ready … and expect them to fall through. @pattijshea
Three Little Letters … ROI • If you do not have the ability to track social reach and engagement, conversations, influencers, membership acquisitions, purchase via social platforms, don’t do anything else until you do. • Use campaign codes. Know where engagement is coming from and where it’s been. • Sure you had 1.5 million YouTube views but what did that get you? • Know your influencers. Create profiles. • Do you know what sticks? • Make sure company/organization leaders know what the investment is and expected return. Don’t assume they know.
Takeaways• Track, track, track. No metrics, no knowledge.• Encourage sharing.• Editorial calendar.• Plan ahead.• Cross-promote!• If you fail, fail hard.• All content is local, so keep it local• Have a sense of humor. It goes far with users.• Be timely, be relevant, be engaged.• Unless you work for NASA, this isn’t rocket science.• Get management buy in.• Do it right and you will be successful! @pattijshea
Where to Find Us /company/aarp /aarp /aar /aarp p /aarp /aarp_official Patti Shea @pattijshea Social Communications & Strategy Manager