Zero to social 201


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Social media for nonprofits, including on your GlobalGiving project page. This presentation has some background on social media, how it's used in daily life, some best practices, but also some strategic planning suggestions.

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Zero to social 201

  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. 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>
  17. 49. 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><ul><li>Crowdsource for solutions </li></ul>
  18. 50. Social Media 90 Day Plan <ul><li>30 Days </li></ul><ul><ul><li>Establish Guidelines </li></ul></ul><ul><ul><li>Identify and/or train allies and stakeholders </li></ul></ul><ul><ul><li>Set business priorities </li></ul></ul><ul><ul><li>Secure branded platforms </li></ul></ul><ul><ul><li>Set goals and strategies </li></ul></ul>
  19. 51. Social Media 90 Day Plan <ul><li>60 Days </li></ul><ul><ul><li>Define targets you want to engage </li></ul></ul><ul><ul><li>Start sharing and testing messaging </li></ul></ul><ul><ul><li>Promote your wins </li></ul></ul>
  20. 52. Social Media 90 Day Plan <ul><li>90 Days </li></ul><ul><ul><li>Review progress </li></ul></ul><ul><ul><li>Identify next steps for budget, organization and tracking </li></ul></ul><ul><ul><li>Integrate with other communications platforms and strategies (print, web, speeches, events, etc) </li></ul></ul>
  21. 53. 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>
  22. 54. 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>
  23. 55. 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>
  24. 56. 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>
  25. 57. 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>
  26. 58. 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>
  27. 59. 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>