Advancing Ideas Through Social Media for Nonprofits


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An introduction to social media for nonprofits, and how they can use the many social platforms and tools to advance ideas. Includes real ways organizations are using social media, pros & cons, and best practices.

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  • Presentation Prep List:Log into all my SN acctsPre-load all referenced URLs
  • According to your survey responses, almost 20% of you described yourself a 7 out of 10 in personal SM fluency & understanding…
  • Pictured: Videos Photos Blogging Social networking Customer/product reviews/ratings/comments
  • (((Live Question))) Ask the audience if they have ever used SM to crowdsource anything (could be as simple as asking a question & getting an answer). Good Things to Crowdsource: Help with a project Answers to questions Polls/surveys Idea generation Making lists and more!
  • How SM is Like WOM: Social media =conversational marketing Social media is an outlet for public relations, customer service, loyalty building, collaboration, networking… It humanizes businesses and builds credibility Fosters relationships(((Live Question))) Has SM ever influenced you to do something, whether it’s go see a movie, book a recommended hotel, etc.? Show of hands to see how many people have been influenced.
  • Examples shown (from left to right):LinkedIn screenshot = Annie E. Casey Foundation profile screenshot = National Association of Social Workers screenshot = Cato Institute
  • Blogs used (from left to right):Social Work World Blog: Solutions Blog: Field Notes Blog: Social Worker Blog: G. Komen for the Cure Blog:
  • Just search any video site for “social services” and…
  • Comment sections used (from left to right):Mashable comments from this article: Examiner comments from this article: comments from this video:
  • Review examples used:Amazon reviews from this book: Navigator’s Top 10 Highly Rated Charities w/ Favorable Reviews list:
  • Examples shown (from left to right):Digg screenshot = Business News front page US News
  • Q/A Sites:Quora Yahoo Answers Cha Cha LinkedIn AnswersExamples of Content/Article Sites:eHow Associated ContentHubpages GoogleKnol
  • Examples used (left to right):Topix non-profit forum: CityCareSpace social care forum:
  • Examples shown (left to right): Foursquare appFacebook app Google Buzz app Words with Friends (game) Mobile Social Networks Location-based social apps Mobile social games (e.g. Farmville, Words with Friends)
  • Organizations need to learn how to create communities around such ideas (theirs or their advocates’)Before using SM to market their message, they need to understand the why behind what their audience talks about. For example, people don’t just want services; they want to sleep better at night and feel safe. Example: 3 different people could take a design class and that class is a shared experience. But the interesting part is what they all individually do with the knowledge from the class. THIS is what social media can help promote and track.
  • Warn about the ethics of “borrowing” content from social media Plagiarism is plagiarism, whether unintentional or deliberate
  • Who are Key Influencers? Prominent or popular bloggers Industry gurus or figureheads Celebrities (and Internet celebrities) Popular users/superusers Media contactsGreat Read for those who enjoy research: Duncan Watts/Yahoo Research: Who Says What to Whom on Twitter: Exercise: Take a few moments to ask about the audiences’ key influencers. Tell them to write them down. Are these influencers someone you’re connected with but not your main SM person, and if so, then what kind of direct role could you be playing to assist your organization better in reaching a broader audience through SM?)))
  • (((Interactive Exercise: Discuss the Benefits/Ills as it relates to audience/higher philosophies)))
  • - a domestic hunger relief charity in the U.S.They use SM on multiple fronts to inform & educate people about the state of hunger in the U.S.YouTube:!/feedingamerica
  • 1) HandsOn Network “inspires, equips and mobilizes people to change lives through service.” Visitors enter their interest + zip code to find volunteer opportunities.; Also, here is their Twitter:!/HandsOnNetwork2) @getrealinvolved: “We organize turnkey community service projects for students (6th – 12th grade) 1x/month in Tampa, FL.”!/getrealinvolved
  • Within platforms and across.Washington Regional Association of Grantmakers’ Facebook page: They introduce members of their association on their Facebook wall.
  • Volunteer 4 Long Island’s Facebook page: video from their YouTube page which shows their volunteerism in action: (Accompanying case study: Study in Staff Recruitment: Australian Government’s ‘Best Job in the World’ campaignYouTube was the platform for the Australian Government’s ‘Best job in the world’ campaign as a caretaker of islands in the Great Barrier Reef. Applicants were asked to post a video of why they were fit for the job on a dedicated page. They received over 34,000 applications from 201 countries. The website got 8 million visitors and user generated content on YouTube went up to 610 hours. It even scooped the two top awards at the Cannes Lions International Advertising Festival. (Source:
  • Amnesty International’s blog: link to this blog post: AI blogs about controversial issues and advances ideas and opinions about human rights
  • NRDC (Natural Resources Defense Council) Twitter:!/nrdc
  • United Way:Uses Twitter (@live_united) to motivate and mobilize volunteers & evangelize their mission using the hashtag #KidsWin. They constantly post pics & videos of their projects in action.!/live_unitedFacebook focused on volunteerismYouTube has same visual branding as TwitterBlog
  • ( = “Start, join and WIN campaigns for social change.” Petition-signing site advocates for causes and encourages others to join the cause.MoveOn.orgRelevant Case Study: The Enough Project used social media to spread the word about conflict minerals.
  • Causes: - A social giving platform that also can be fully integrated into Facebook.Human Development Foundation (HDF) using the Causes platform: Visitors can donate money OR time to the cause in form of quick, easy online activities that raise money (“give a minute”).
  • BP’s major Twitter #failwhale during the Gulf oil spill crisisRelevant Case Studies:3 Case Studies in Social Media Crisis Management
  • MashableTechCrunchSmartBrief on Social Media Social Media Today Social Media ExaminerJaime’s Picks:CopybloggerReadWriteWebHubSpot
  • Be sure to print 1st screen!
  • Advancing Ideas Through Social Media for Nonprofits

    1. 1. Advancing Ideas Through Social Media<br />For Nonprofits<br />By Hollis ThomasesPresident & CEO, Web Ad.vantage, Inc.<br />
    2. 2. What is Social Media?<br />
    3. 3. What is Social Media?<br />It’s not just about using Facebook…<br />Wikipedia defines social media as “internet and mobile-based tools used for sharing information”<br />We say: content created by the masses rather than by an industrial complex known as “the media”<br />The main activity on social media sites consists of connecting with other like-minded people and/or sharing some form of content…<br />
    4. 4. What is Social Media?<br />Social Media vs. Social Networking<br />Social Media<br />Social Networking<br />More specific term<br />Social Networking is Engagement<br />More two-way communication<br />Focus is on building relationships and establishing reputations<br />Platforms deliver the engagement<br />Broad term<br />Social Media is a Channel<br />More one-way communication<br />Focus is on content generation & consumption<br />Multiple delivery mechanisms<br />
    5. 5. Social Media Users<br />Who Uses Social Media?<br />Public & Private Sector<br />Government<br />Citizens<br />The Community At Large<br />
    6. 6. What is Social Media?<br />6<br />Social Media Has Its Own Vernacular<br />LinkedIn<br />Twitter<br />Facebook<br />Tweets<br />Follow vs. Following vs. Friends (“Tweeps”)<br />Mentions/@replies<br />DMs<br />Shortened URL<br />Hashtags<br />Tweetups<br />Network<br />Connections<br />Recommendation<br />Groups<br />Likes<br />Friends vs. Like(rs)<br />Profile vs. Page<br />Status Update<br />Apps & Games<br />Blogging<br />YouTube<br />Blog vs. Blogging vs. Blog Post<br />RSS Feed<br />Comments<br />Social Bookmarks<br />Channel<br />Views<br />Spotlight Videos<br />Promoted Videos<br />Featured Videos<br />
    7. 7. Let’s see Social Media in action…<br />
    8. 8. What is Social Media?<br />User Generated Content<br />
    9. 9. What is Social Media?<br />Crowdsourcing<br />Sure, be glad to.<br />What do you need?<br />What can I do?<br />What #ceoelearn project?<br />I’m<br />available.<br />I can help!<br />
    10. 10. What is Social Media?<br />Social Media ~ Word of Mouth 2.0<br />Ratings, Reviews, Recommendations, Opinions, Criticisms<br />
    11. 11. Social Media Channels<br />11<br />Let’s see some examples…<br />
    12. 12. Social Media Channels<br />12<br />Social Networks<br />
    13. 13. Social Media Channels<br />Blogs<br />13<br />
    14. 14. Social Media Channels<br />Multimedia Hosting/Streaming Sites<br />14<br />
    15. 15. Social Media Channels<br />Comments<br />15<br />
    16. 16. Social Media Channels<br />16<br />Reviews<br />
    17. 17. Social Media Channels<br />17<br />Social Bookmarking & Sharing<br />
    18. 18. Social Media Channels<br />18<br />Content & Q/A Sites<br />
    19. 19. Social Media Channels<br />19<br />Forums & Chat<br />
    20. 20. Social Media Channels<br />20<br />Mobile + Social<br />
    21. 21. How & Why Ideas Spread<br />
    22. 22. How Ideas Spread<br />22<br />How a Great Idea is Born<br />It’s something unique or different<br />Address a real need to a real problem<br />Understand your audience’s mindset<br />Improve upon an existing idea<br />Has a clear purpose that won’t be lost in execution<br />Tap into people’s passions & dreams<br />It’s something realistic & achievable<br />Think divergently<br />
    23. 23. How Ideas Spread<br />News/media outlets<br />Original content<br />e.g. user generated content<br />Content permutations<br />Memes<br />RSS feeds<br />Search and aggregation tools<br />23<br />Where People Go Online for Information<br />Plagiarism<br />
    24. 24. How Ideas Spread<br />24<br />Key Influencers<br />Reactions<br />Flow of Information<br />Re-tweets<br />Re-blogs<br />Likes<br />Thumbs/Votes Up<br />Pingbacks<br />Comments<br />Shares<br />Responses<br />Forwards<br />Flow of Information<br />
    25. 25. How Ideas Spread<br />25<br />What Makes an Idea Spread?<br />A few reasons why people pass things on:<br />It is helpful or informative information<br />People like to feel “in the know” and alert others to what they discover<br />People care about the outcome and want to contribute toward that end, by enlisting others<br />It’s something people agree with and might have difficulty expressing on their own<br />It is beneficial in some way to those who share it<br />People feel they’ll appear out-of-touch if they don’t!<br />
    26. 26. Social Media Benefits/Ills<br />Benefits/Pros<br />It’s “free”<br />Everyone has ideas they want to express; you just have to tap into them<br />Tangible metrics show you what works and what doesn’t<br />It’s one-on-one; makes organizations more approachable than through traditional media<br />It’s happening whether you’re a part of it or not, so pay attention!<br />Strength in numbers; hundreds of millions of people are using it<br />Transparency<br />Ease of reaching people (new, old, powerful)<br />26<br />
    27. 27. Social Media Benefits/Ills<br />Ills/Cons<br />Must overcome learning curves to new, constantly evolving form of communication<br />Care & feeding isn’t free<br />Loss of productivity; time “wasters”<br />Subject to group-think<br />Repression of critical thinking/individuality<br />Pressure to conform?<br />Can lead to the “dumbing down” of ideas<br />Disintermediation of human face-to-face contact<br />What’s the long-term impact of this on society?<br />Potential for pitfalls: very public blunders, technicalproblems, etc.<br />27<br />
    28. 28. How real organizations are using social media…<br />
    29. 29. Uses of Social Media<br />Raise Awareness/Branding<br />
    30. 30. Uses of Social Media<br />Community Service<br />
    31. 31. Uses of Social Media<br />Build Relationships<br />
    32. 32. Uses of Social Media<br />Staff/Volunteer Recruitment<br />
    33. 33. Uses of Social Media<br />Thought Leadership<br />
    34. 34. Uses of Social Media<br />Change Attitudes<br />
    35. 35. Uses of Social Media<br />Create Evangelists<br />
    36. 36. Uses of Social Media<br />Advocacy & Action<br />
    37. 37. Uses of Social Media<br />Solicit Donations<br />
    38. 38. Uses of Social Media<br />Manage Crises<br />MIA<br />
    39. 39. Best Practices<br />Establish Goals<br />Don’t just put it on “autopilot”<br />Don’t expect it to be a one-way street<br />Give before you get<br />Don’t be overly commercial<br />Use tools to help build relationships, manage accounts (efficiency & productivity), and enhance your content…<br />Improve your Friends/Followers/Connections’ experience<br />Where appropriate, integrate across platforms<br />Monitor, LISTEN, and engage<br />Common Social Media Best Practices<br />
    40. 40. General Social Media Resources<br />
    41. 41. Thank You!<br />My Book:Twitter Marketing: An Hour a Day<br /><ul><li> Available at, Barnes & Noble, and Borders
    42. 42. Book’s website:
    43. 43. Book hashtag: #TMHAD</li></ul>How To Reach Me:<br />e.<br />p. (410) 942-0488<br /> @hollisthomases<br /><br /><br />
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