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Zero to social 101


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Basics of using social media as a nonprofit, including through your GlobalGiving project page. This presentation includes background on social media, how it is used daily, definitions and getting started how-to suggestions

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Zero to social 101

  1. 1. From Zero to Social
  2. 2. So you want to be more social?
  3. 3. OK…Let’s Go
  4. 4. What is Social Media?
  5. 5. Yikes!
  6. 7. Social Media Plus…. is YOU
  7. 8. Collaboration
  8. 9. You read the paper
  9. 14. You drink coffee
  10. 17. You listen to the radio
  11. 19. You go to a conference
  12. 22. You eat dinner
  13. 25. You watch TV
  14. 29. You give to charity
  15. 47. Where do I start? <ul><li>What are your objectives? </li></ul><ul><li>Is your audience is already on a network? </li></ul><ul><li>Does your organization specialize in a media that has its own network? (video, photos, blogging, products) </li></ul><ul><li>Does your country or region have its own popular network(s)? </li></ul>
  16. 48. Choose a Name <ul><li>DO: Make it your organization’s name </li></ul><ul><li>DON’T: Use an acronym, unless it’s well-known or short </li></ul><ul><li>DO: Use a word or phrase that describes what you do </li></ul><ul><li>DO: Include your city or country if you are local to that region </li></ul><ul><li>DO: Make sure you can use that same name on other networks. Use NameChk to review. </li></ul><ul><li>DON’T: Misspell or leave letters off words unless it’s part of your organization’s name </li></ul><ul><li>DO: Try to get your brand name back if someone is squatting on it </li></ul>
  17. 49. First Steps <ul><li>Only commit to as many networks as you have resources for. </li></ul><ul><li>Identify a lead, create guidelines fitting to your organization </li></ul><ul><li>Know your allies and stakeholders </li></ul><ul><li>Identify your audience </li></ul>
  18. 50. What can I talk about? <ul><li>News </li></ul><ul><li>Events </li></ul><ul><li>Pictures </li></ul><ul><li>Beneficiary stories </li></ul><ul><li>Articles about your org </li></ul><ul><li>Articles about your cause </li></ul><ul><li>Donor opportunities </li></ul><ul><li>Feedback (good and bad) </li></ul><ul><li>“ insider” information </li></ul><ul><li>Videos </li></ul><ul><li>Questions for your network </li></ul><ul><li>New features </li></ul><ul><li>Links from partners or blogs </li></ul><ul><li>Promotions for others </li></ul><ul><li>Volunteer opportunities </li></ul><ul><li>Job openings </li></ul>
  19. 51. Twitter <ul><li>Micro-blogging platform </li></ul><ul><li>You send updates or “tweets” in 140 characters or less </li></ul><ul><li>Tweets are seen by your followers – people who opt in </li></ul><ul><li>You see tweets from people you are following </li></ul><ul><li>Unlike Facebook, following doesn’t have to be reciprocal </li></ul><ul><li> is the 3 rd most popular social network site </li></ul><ul><li>In June 2010, Twitter had 190 million users tweeting 65 million times/day (techcrunch) </li></ul>
  20. 52. How can YOU use Twitter? <ul><li>Twitter answers the question… </li></ul><ul><li>What are you interested in? </li></ul><ul><li>What has your attention right now? </li></ul>
  21. 53. GlobalGiving’s TweetCloud
  22. 54. How YOU can use Twitter <ul><li>If you want to know Tiger Woods’ stats over the last year… </li></ul><ul><li>… use Google </li></ul><ul><li>If you want to know if Tiger Woods made that last putt… </li></ul><ul><li>… use Twitter </li></ul>
  23. 55. Twitter Vocabulary <ul><li>@reply (at reply) </li></ul><ul><li>Direct Message </li></ul><ul><li>ReTweet </li></ul><ul><li>Hashtag </li></ul><ul><li>Twitter Client </li></ul>
  24. 56. @Reply <ul><li>Using the @ symbol before a username is how you respond to someone or reference them. </li></ul><ul><li>This will appear in their timeline; they will see that you were talking about them. </li></ul><ul><li>@reply in the beginning of a tweet is conversational </li></ul><ul><li>@ in the middle or end of a tweet is a “mention” </li></ul><ul><li>When you start a tweet with @, only your followers who also follow that person will see the tweet. </li></ul>
  25. 57. Direct Message (DM) <ul><li>Direct Messages (DM) are private messages that are not part of the public timeline. </li></ul><ul><li>Only people you follow can send you a DM. </li></ul><ul><li>Do NOT set up auto-reply DMs. They are considered spam. </li></ul><ul><li>You can send a DM by starting a tweet with D username. You do not need the @ </li></ul>
  26. 58. ReTweet (RT) <ul><li>ReTweet (RT) is republishing someone else’s message and attributing it to them. </li></ul><ul><li>How to: RT @username : their message; Twitter also has a direct form of RT. </li></ul><ul><li>You can include additional messages before the retweeted message to add commentary. </li></ul><ul><li>If you aren’t directly quoting someone but want to attribute them, you can use Via @username . </li></ul>
  27. 59. Hashtag # <ul><li>Hashtags are a way to categorize a tweet. </li></ul><ul><li>Often you can participate in topical conversations by using or following a hashtag. </li></ul><ul><li>Hashtags can be topics, locations, teams, events, themes, etc. (#redsox, #dc, #kenya, #educationnation) </li></ul><ul><li>Many public events will have an official hashtag for others to follow and contribute commentary. </li></ul><ul><li>Hashtags increase visibility; they can be seen by people following the hashtag, even if they aren’t following you. </li></ul><ul><li>They are a good way to find people you’d be interested in following. </li></ul>
  28. 60. Twitter Client <ul><li> </li></ul><ul><li>TweetDeck </li></ul><ul><li>HootSuite </li></ul><ul><li>Seesmic </li></ul><ul><li>SMX: Thrive </li></ul><ul><li>Mobile </li></ul>
  29. 61. Tips for Twitter <ul><li>Be authentic </li></ul><ul><li>Start and reply to conversations, especially ones about you or your cause </li></ul><ul><li>Stick to 140 characters…or fewer if you want to be RTed </li></ul><ul><li>Your RT magic number = 140 - (username + 6). Keep your tweets under that number of maximum RTing. </li></ul><ul><li>Remember the 80/20 rule – don’t only talk about yourself. 80% engaging, educational and informative, only 20% about the brand. </li></ul><ul><li>Be conversational; ask questions, give opinions, share feedback; provide news. </li></ul>
  30. 62. Tips for Twitter <ul><li>Facebook and Twitter are not the same platform. Post separately </li></ul><ul><li>@ include people and orgs when you refer to them so they know you’re talking about them. Do a simple Google search if you don’t know their name. </li></ul><ul><li>Use a URL shortener to save space:,, tinyurl, etc </li></ul><ul><li>Follower count is about quality not quantity </li></ul><ul><li>Twitter updates are not Facebook status updates </li></ul><ul><li>Use Twitter to crowdsource </li></ul><ul><li>Use Twitter to gain momentum for events and create in-person relationships. Have a Tweet-up! </li></ul>
  31. 63. Twitter Directories <ul><li>WeFollow </li></ul><ul><li>Just Tweet It </li></ul><ul><li>Twellow </li></ul><ul><li>Mashable’s Twitter List Directory </li></ul><ul><li>Others’ Twitter Lists </li></ul>
  32. 64. Facebook <ul><li>More than 500 million active users </li></ul><ul><li>50% of these users log on daily, 70% monthly </li></ul><ul><li>Facebook has surpassed Google as the #1 site in the US </li></ul><ul><li>It is estimated that someone who has “liked” a Facebook brand will spend an average of $71.84 more per year. </li></ul>
  33. 65. How to start on Facebook <ul><li>DON’T: Set up a user profile for your org. Profiles are for people; Pages are for organizations </li></ul><ul><li>DO: Keep your page name short and relevant </li></ul><ul><li>DO: Use your logo as your picture </li></ul><ul><li>DO: Fill out your information tab thoroughly and completely </li></ul><ul><li>DON’T: Auto-feed an RSS onto the page </li></ul><ul><li>DO: Be authentic, engaging and honest </li></ul>
  34. 66. How to use Facebook <ul><li>Regular interaction, but mind the 80/20 rule </li></ul><ul><li>Post articles, pictures, questions and commentary </li></ul><ul><li>Enable feedback on your wall and posts </li></ul><ul><li>You might get negative feedback, but that’s ok! Let your fans defend you. They will, unless it’s a true problem. </li></ul><ul><li>You can have a rule about civility or offensive language </li></ul><ul><li>Facebook and Twitter are not the same platform. Post separately. </li></ul><ul><li>Add comments or questions to articles you post. </li></ul><ul><li>Think about ways to engage your fans where they already are – on Facebook. </li></ul>
  35. 67. Resources <ul><li>Social Media Revolution </li></ul><ul><li>NameChk – find out if your org name is registered </li></ul><ul><li>Social Media ROI – how to justify what you’re doing </li></ul><ul><li>Facebook Page Best Practices – by Zoetica </li></ul><ul><li>So you want a Facebook Fanpage for your Nonprofit? – by Beth Kanter </li></ul><ul><li>How Charities are Finding the Good with Facebook Fanpages (case studies) </li></ul><ul><li>Facebook Bestpractices for Nonprofits (beyond the basics) </li></ul><ul><li>26 Slideshares on Social Media for Nonprofits </li></ul><ul><li>10 Facebook resources for nonprofits </li></ul><ul><li>Social Media Starter Kit – by AARP </li></ul><ul><li>Mashable’s Social Media Page </li></ul>