Making Social Media Work for Your NonprofitPresentation Transcript
Making Social Media Workfor Your Nonprofit An overview by Trish Perkins Nonprofit Technology Consultant
Secretaries… Paper… Dictaton and transcription. Snail mail. It was a simpler world.
Now there’s just too much information. It’s too complex. Isn’t it?
Social Media is… Social media is people using tools (like blogs and video) and sites (like Facebook and Twitter) to share content and have conversations online.
Where are you now? The first on your block? Early Adopter? Slow and careful? Resistant? It’s a tool of the devil!
About me Writer 2001—began taking courses in Information Systems. Nepal and India—working in the NGO space. VISTA FaithAction International House Digital literacy
Before you leap… Web site Online donations Email that complies with federal anti-spam laws A website analytics tool like Google Analytics http://www.nonprofitmarketingblog.com/site/is_your_nonprofit_facebook_page_worth_it_measurements_and_analytics_techniq/
1. Social media are powered by the Internet.
2. Social media are NOT mass media.
3. Social media are accessible to any organization or anyone with an Internet connection.
4. Social media enable people to connect to each other across space and time.
5. All communications strategies and tools must be driven by the needs and requirements of an audience, NOT the needs of an organization. http://www.marketingfornonprofits.org/2008/07/primer-on-social-media.html
(It’s a conversation.)
Best In-Depth Primer www.wearemedia.org
Best Social Media Guru Beth Kanter www.bethkanter.org
Best 12-Step Guide Red Cross Social Media Handbook http://sites.google.com/site/wharman/social-media-strategy-handbook
1. Get social media savvy yourself first.
2. Get clear about your goals. Use social media to execute your mission. [Your mission statement here.] Goal: To create an empowered online community of [your org name here] supporters. Goal: To listen to supporters and do better. Goal…last and iffiest…to raise money.
3. Start by just listening. “Social media is not about you. It’s about people’s relationships with you.”
From Flickr: Colleen AF Venable
Listening Tools RSS Google Alerts SocialMention Technorati Twitter Search Delicious
4. Engage, invite engagement
Offer your content, invite content Share This Flickr Photos in Creative Commons so people can download them. Use videos, upload videos Retweet your content Share Facebook items with friends
5. Give up control “If you want people to spread your message, you have to trust them. Let go.”
What to do when someone comments: Thank them. Point them to a resource. Ask them a question.
Problem? Offer correct information. Try to solve the problem. Ask them to contact you directly. Here’s what the Air Force does:
Measure Everything Google Analytics Click-throughs to your web site Donations - Segment by source http://www.fundraising123.org/files/Nonprofit911_Nonprofit_Facebook_Page_Worth_It_052510_SLIDES.pdf
Start Small Pick out one channel and get your feet wet (find one that won’t take much time and relates to your org’s goals.) Write down your successes. Write down your challenges. Ask or listen to the people you connect with about what worked and what didn't. Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
Have fun! …and thanks for coming!
Credits Blind Stenographer using dictaphone, Library of Congress collection, Flickr.com Shattered glass, Julian Burgess aka aubergene, flickr.com http://www.fundraising123.org/article/your-nonprofit-facebook-page-worth-it-measurements-and-analytics-techniques What to do with negative comments? http://blog.socialsourcecommons.org/2010/06/im-monitoring-social-media-now-what/ Airforce Blog response photo http://www.flickr.com/photos/cambodia4kidsorg/3226367547/