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Social Media & Social Networking for Nonprofit Organizations: What? Why? How?

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This plenary session from Rutgers Business School's 2010 Nonprofit Leadership Certificate Program offered both established and emerging nonprofit leaders an overview of what social media is, why many ...

This plenary session from Rutgers Business School's 2010 Nonprofit Leadership Certificate Program offered both established and emerging nonprofit leaders an overview of what social media is, why many nonprofit organizations are choosing to use it, and some tips on how to go about implementing or enhancing their organizations' social media presence and practices. Additionally, the presentation links to a page of valuable resources that may be useful to nonprofit organizations who are exploring, creating, or enhancing their social media presence.

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Social Media & Social Networking for Nonprofit Organizations:  What?  Why?  How? Social Media & Social Networking for Nonprofit Organizations: What? Why? How? Presentation Transcript

  • 2010 Nonprofit Executive & Emerging Leaders Certificate Program November 3, 2010 Joe Brown sloperesources.com Social Media & Social Networking for Nonprofit Organizations What? Why? How? SOME RIGHTS RESERVED IMAGE CREDIT: MATT HAMM
    • What is it?
    • Why use it?
    • How to do it
    • Questions and discussion
    This afternoon…
    • 1970s: Usenets, BBSs
    • Late 1980s: Online services – CompuServe, Prodigy, GEnie, AOL
    • 1990s: Internet relay chat (IRC), ICQ/IM Dating, gaming, forums
    • 2002: Friendster
    • 2003: LinkedIn MySpace Del.icio.us
    A bit of history
    • 2005: YouTube
    • 2006: Facebook* Twitter
    • Since 2007…
    A bit of history
  • The landscape today
    • Social media & social networking = nearly 25% of all time spent online in the US
    • Facebook
      • Over 500 million users
      • Over 700 billion user minutes per month
    • Twitter
      • Over 40 million tweets per day
    Facts & figures
    • YouTube
      • Over 2 billion views per day
      • 24 hours of video uploaded every minute
      • Video uploaded every 60 days > video created by 3 major networks in 60 years
    Facts & figures
    • There are differences…
    Social media vs. social networking Social media Content Social networking Connection
    • … but they are converging…
    Social media Content & connection
    • … and are/can be used interchangeably
    • Website
    • Email
    • Blogging
    And don’t forget…
    • Personal usage
    • Organization usage
    • How?
    • Why not?
    Show of hands ?
  • Why use it?
    • Many organizations have experimented, but only 51% are active users
    • 67% say it changes how they communicate with broad audiences (but not narrower categories of shareholders)
    • 52% don’t have the necessary infrastructure, staff, expertise
    • 83% understand that social media makes it easier for individuals to self-organize around causes
    • 79% feel the true value of social media for their organization is yet to be determined
    Nonprofit usage today
    • Marketing / brand awareness / advocacy
    Why use it?
    • Fundraising
      • Second most common/important usage
      • But…
        • While many are raising money on Facebook, 78% raised $1,000 or less
        • Less than 4% raised $10,000 or more
    Why use it?
    • Community building
      • Constituents
      • Other nonprofits
    • Recruiting volunteers and staff
    Why use it?
    • Events
    Why use it?
  • How to do it
    • It’s not easy…
    • … and it’s not free!
    How to do it
    • Whose job is it?
      • Everybody’s job = nobody’s job?
      • Typically fundraising/development and/or communications
      • Majority of organizations report ¼ - ½ staff person
      • Organizations expect to increase staffing, but not external resources
    How to do it
    • Just do it? No!
    • Explore the available resources
    • Educate and get buy in at all levels
    • Create a social media strategy
    • Create a social media policy
    • Listen first
    • Take baby steps
    How to do it
  • The landscape today
    • Facebook pages
    • YouTube
    • Twitter
    Platforms to consider
    • Measure and adjust
      • Results, not just activity
      • Not just about ROI
      • Strategy will determine the right metrics
    • Transform offline action to online action…
      • … and online action to offline action
    How to do it
  • How to do it
  • Resources
    • Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications
    • By Sarah Durham, Big Duck
  • Resources
    • sloperesources.com
  • Questions and discussion
  • Joe Brown [email_address] 908 241-8592 sloperesources.com twitter.com/joe_brown Thank you!