Social Media for Non-Profits
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A lecture given by Meg Orciari, from the Yale Rudd Center for Food Policy and Obesity, to students in the class "Making Sense of Social Media" at the University of Hartford.
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Social Media for Non-Profits
- 1. SOCIAL MEDIA FOR NONPROFITS THE RUDD CENTER’S SOCIAL MEDIA STRATEGY
- 2. THE RUDD CENTER FOR FOOD POLICY & OBESITY Yaleruddcenter.org
- 4. Web-Based Tools Social Media Conferences Media Relations
- 7. SOCIAL MEDIA LANDSCAPE • Facebook • 1.3 billion monthly active users • More than 50 million Facebook pages • Twitter • 255 million monthly active users • 500 million tweets per day are sent • YouTube • 1 billion+ users • 6 billion hours of video is watched on YouTube per month • Blogs • 6.7 million+ people blog via blogging sites • 77% of internet users read blogs • Instagram • 200 million+ monthly active users • 200 billion+ photos have been shared on Instagram to date Credit: Digital Insights
- 8. NON PROFIT SOCIAL MEDIA LANDSCAPE 48% of nonprofits believe social media is very valuable Credit: Steven Shattuck/Bloomerang
- 9. NON PROFIT SOCIAL MEDIA LANDSCAPE Sharing news about the organization, the cause, and brand recognition are the top three goals of nonprofits' social media efforts
- 10. NON PROFIT SOCIAL MEDIA LANDSCAPE Facebook has almost universal adoption among nonprofits
- 11. NON PROFIT SOCIAL MEDIA LANDSCAPE Nonprofits would like to focus more time on Twitter and LinkedIn
- 12. NON PROFIT SOCIAL MEDIA LANDSCAPE 44% of nonprofits have only one person monitoring its social media
- 13. BENEFITS OF SOCIAL MEDIA FOR NONPROFITS • Learn what supporters are saying • Drive traffic • Improve results • Drive visitors to online donation pages • Enable supporters to distribute messages • Empower the most passionate and influential supporters • Enable grassroots movements • Humanize an organization • Acquire new contacts • Increase trust and loyalty Credit: Council of Nonprofits
- 14. RUDD CENTER SOCIAL MEDIA Facebook page: 4,000 likes
- 15. RUDD CENTER SOCIAL MEDIA Twitter: Over 12,000 followers
- 16. RUDD CENTER SOCIAL MEDIA YouTube: Nearly 20 videos totaling over 57,000 views
- 17. RUDD CENTER SOCIAL MEDIA STRATEGY • Step 1: Identify objectives • Step 2: Evaluate objectives • Step 3: Evaluate audience • Step 4: Evaluate organization • Step 5: Incorporate social media plan into overall communications plan Credit: Council of Nonprofits
- 18. RUDD CENTER SOCIAL MEDIA TACTICS Tweet and post like a person, not a robot
- 19. RUDD CENTER SOCIAL MEDIA TACTICS Make it personal
- 20. RUDD CENTER SOCIAL MEDIA TACTICS Make it interactive – visual imagery is critical
- 21. RUDD CENTER SOCIAL MEDIA TACTICS Make it interactive – visual imagery is critical
- 22. RUDD CENTER SOCIAL MEDIA TACTICS Acknowledge organizations you work with as well as your followers
- 23. RUDD CENTER SOCIAL MEDIA TACTICS Create a all to action
- 24. RUDD CENTER SOCIAL MEDIA TACTICS Retweet and reply
- 25. RUDD CENTER SOCIAL MEDIA TACTICS Don’t just promote your work – promote others work as well
- 26. RUDD CENTER SOCIAL MEDIA TACTICS Participate in tweet chats about your work as well as #FF (Follow Friday) with organizations that do similar work
- 27. RUDD CENTER SOCIAL MEDIA TACTICS Diversify content
- 28. RUDD CENTER SOCIAL MEDIA TACTICS Blog in bigger outlets
- 29. RUDD CENTER SOCIAL MEDIA TACTICS Analyze
- 30. RUDD CENTER SOCIAL MEDIA Yaleruddcenter.org facebook.com/YaleRuddCenter @YaleRuddCenter Youtube.com/ruddcenter Megan.Orciari@yale.edu