presentation for http://www.compasspoint.org/workshop/Effective+Social+Media+Strategy+and+Powerful+Tactics+for+Networked+Nonprofits

1. Twitter BEST PRACTICES Social Media Conversation in Community Susan Tenby, Director Online Community/Social Media Team TechSoupGlobal susan@techsoup.org @suzboop Susantenby.com

2. We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources and knowledge they need to operate at their full potential

3. TechSoup Global has established an extensive partner network in 32 countries Australia Belgium Botswana Brazil Bulgaria Canada Chile Croatia France Germany Hong Kong Hungary India Ireland Japan Kenya Luxembourg Macau Mexico Netherlands New Zealand Poland Romania Russia Slovakia Slovenia South Africa Spain Taiwan United Kingdom United States

6. Online Community and Social Media Team Double-click to enter title Communicating across social media channels for the TechSoup Global online networks Double-click to enter text

7. Cause, campaign or organizational plan & presence?

9. Effective Social Media Strategy and Powerful Tactics for Networked Nonprofits Campaignor organizational plan? Mission & Purpose? What do you want to accomplish? Measurable Goals Call to Action Request Organizational voice and brandAuthority Position? Step One: CHART THE COURSE: Determine which Channels are right for you – and right for your audiences to receive you

10. WHY TWEET?_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY Mission

11. Measurable GoalsConnected to Specific outcomesCall to Action RequestWhat do you want to accomplish?

13. Increase your org’s thought leadership?

14. Generate partnerships?

15. Donations?

16. Buzz?

17. Volunteers?What is your call to action? Pick one or two goals: Stay Focused! Be Charming!

18. Being Nonprofit Twitter RockstarDoesn’t = Fundraising $$

20. Minimal Listening: Google Alert & Twilert/Social Mention/Topsy

23. The Right Formula = Your Secret Sauce

24. Managing your internal voices Listening to your external voices

25. Who do you want to participate?How do they participate?At a minimum... When setting up your networks, make sure you include the following: 1) Photo and/or logo 2) Links back to your website 3) Content about you or your organization

26. Organizational voice and branding…What is yourAuthority Position?

27. Twitter account branding:Think abt it! Carefully name your account & Fill out/update your bio with campaign info. Show people! Who voices your social sites? Outreach: Identify new Potential partners Across many media Outlets & Channels What is your story? Who is telling it? With what voice? Find your peeps through hashtags, Listorius & Twellow

29. Don’t make up #uselesshashtags

30. Don’t spam via DM

31. Don’t call yourself a rockstar or guru

32. Don’t put an emoticon or exclamation mark after every tweet

33. Don’t be self-referential in all your tweets

34. Track click-thru using Bit.ly & do what works

37. ENGINEER SHARING!

38. CONVERSATION

39. Hashtags #NPtech Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information and grow diverse conversations

40. TechSOUP Campaign:DigiTALSTORYTELLING http://tiny.cc/tsdigs Social stories shared amongst trusted friends A community created around a hashtag

42. DO subscribe to Alerts about relevant topics

43. Don’t delete or Ignore negative feedback, address it

44. Don’t use your friends and followers for their networks

45. DO tag Strategically, redundantly across many channels

46. Don’t only broadcast about your org, share stories & respond

47. Don’t be a control freak: guide conversations

48. Don’t just expect someone will run your SM channels, designate someone!

50. LISTENING

52. A few good Dashboards: Use for listening, NOT Broadcasting

54. Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations

56. CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each requestCons: Not as easy to use as a listening interface

58. Find what else those people bookmarked

59. Find other relevant tags

60. Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)

61. Share your resources via social media

63. INTEGRATION

65. Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface)

66. Many mobile clients have pic uploader installed in the app (Peep)

67. Figure out a workflow that isn’t confusing to avoid Freudian tweets

68. When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely

71. Think about these channels as communities, speak their language, use the local media

72. Broadcast your events via livestreaming & Twitter

73. Follow all your events with wrap-ups & broadcast the Slideshare link

74. Have regular events and be consistent about how you share them

77. Use Delicious to save bookmarks and share them

78. Use Scoop.It to help you find topical, relevant, reusable content

79. Share it and content from others

81. Know your goals and communicate the steps Timelines: VISION STRATEGY PROGRAM TIMINGDELEGATIONINVOCATION COMMUNITY CARECEREMONIOUS CLOSINGANALYSIS & WRAPUP STEP TWO: STRATEGY Know your course, deadlines, and work out a plan step by step

82. EXAMPLE OF CAMPAIGN TIMELINE Reminder to promote all this week from TS and personal accounts. Here’s a trackable bit.ly to use: http://bit.ly/tstext2give Marketing timelineSeptember 19 Promo blog post synopsis due to Patrick by MichaelSeptember 21 Promo blog post due in blog tool by Susan ChavezSeptember 22 By the Cup (9/27) text due by MichaelSeptember 26 Content spotlight on homepage goes liveWeek of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by MichaelSeptember 29 By the Cup (10/4) text due by MichaelOctober 3 Targeted outreach and DMs to friendly tweeters and content experts #Text2Give tweetchat

86. Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web Most organizations have almost no budget for social media yet some leverage thousands in support thru volunteers http://nonprofitsocialnetworksurvey.com/

87. Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week

88. MINIMUM Time it will take: 10 minutes a day 3 minutes: Check for Twitter chatter about yr organization and sub-sector.2 minutes: Scan Google Alerts, Social Mention and Blogs Alerts for important articles and mentions.3 minutes: Filter and flag relevant sector-related LinkedIn group and Quora questions.2 minutes: Log in to Facebook to scan your wall and comments.If you have 5 extra minutes, chime into a listserv to keep yr presence there!

89. Questions?

90. Contact Me.. Really! http://susantenby.com/ @suzboop @techsoup @npsl www.techsoup.org susan@techsoup.org http://www.slideshare.net/suzboop http://www.delicious.com/suzboop http://npsocialmedia101.wikispaces.com/