The Social Media Struggle for Nonprofits

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How to keep your nonprofit inspired and productive amid the frustrations of social media outreach.

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The Social Media Struggle for Nonprofits

  1. OK, We’re Using Social Media.Now where is everybody?Presented to the Association of Fundraising ProfessionalsBy David GrinerLuckie & CoFebruary 13, 2012
  2. First, a little aboutLuckie & Company
  3. Quick factsFounded in 1953135 employeesOffices in Birmingham, Atlanta and San AntonioNonprofit clients include United Way of Central Alabama,The Virginia Samford Theatre, and the ParkinsonAssociation of Alabama
  4. Brands that trust us to tell their stories.
  5. First, the good news:This is a great time to be insocial media.
  6. The number of competing social networks hasdwindled, making it easier to pick where you shouldfocus your efforts.
  7. No. 1:Facebook850 million users3 of 4 socialnetworkingminutes in 2011were spent onFacebook Photo credit: Aaron Fulkerson on Flickr. Data sources: Facebook and ComScore
  8. No. 2:YouTube800 millionvisitors a month3 billion videosviewed a day8 years’ worthof video uploadedevery day Photo credit: Aaron Fulkerson on Flickr. Data sources: Facebook and ComScore
  9. No. 3:Twitter300 million usersRecord set during2012 Super Bowl:12,000 Tweets persecond Photo credit: Aaron Fulkerson on Flickr. Data sources: Facebook and ComScore
  10. No. 4:LinkedIn150 million usersIncludesexecutives fromall Fortune 500companies
  11. As the number of competing networks shrank,social media became a mainstream activity.
  12. And if you feel like your organization is runningbehind on social media adoption, you’re not alone.
  13. Meanwhile, new social networks are creatingexciting new ways to reach and engage youraudiences.
  14. Now for the bad news.It’s a very difficult time to be insocial media.
  15. The downside of social media’s popularity is thatorganizations have a harder time getting noticed.You’re constantly competing for your audience’sattention against: • Their friends • Well-funded brands • Automated apps (news, music, games, etc.) • Other nonprofits
  16. And just as things were getting so crowded,Facebook made changes that dramatically reducedthe visibility of organizations.
  17. An analysis by the blog AllFacebook.com found thatFacebook page content is now seen by a mere 17%of fans. Source: AllFacebook.com, January 2012
  18. Facebook, Twitter and YouTube have each launcheddramatic redesigns in the past year. Fororganizations, each change means re-evaluatingyour approach to content.
  19. Local nonprofits are often the last to adapt, leavingthem vulnerable to social donation fatigue from theonline proliferation of national and global causes.
  20. Facing the new reality:How to make the most of social media
  21. It’s easy to complain about change or wish life wereeasier, but that effort can be better spent.
  22. Step 1:Acknowledge that social media is a challengingarea, one that requires focus and resources.
  23. Step 2:Create a strategy and a plan. (Which are different things.)
  24. What does a strategy provide?• A consistent vision• Buy-in across the organization• Systems and processes• Accountability• Room for growth and interpretation
  25. What does planning provide?• Content relevant to the strategy• A detailed schedule for outbound messages• Realistic goals and benchmarks• Opportunities to optimize and improve• Peace of mind
  26. Most organizations, like most people,have no planfor what they’re going to post in social media.
  27. Content begins with brainstorming.• Bring in key players, but not too many• Take stock of what content you already have• What audiences are you targeting? What do theycare about? Does that change seasonally?• What are potential sources for ongoing content?• How will you engage your audience instead ofjust talking at them?
  28. You’ll need a system.I recommend Google Docs because they can beeasily shared, with real-time collaboration.If you’re working from a non-shared document,make sure it’s clear who “owns” the official versionand where it lives.
  29. It helps to have two kinds of content plan:1.  A “Global View” spanning the entire year2.  A “Daily View” with pre-written content (or at least topics) for each month
  30. Social media content planning requiresconstant evolution.
  31. Changes in software and user behavior can befrustrating, but they also create new opportunities.
  32. Successful content isn’t about tricks and tactics,though. It starts with knowing your audience andconstantly adapting to their feedback.
  33. What does this really tell us about our fans?
  34. Questions to ask:1.  Why are they here? 2.  Where did they come from?3.  How much do they know about you?4.  When are they most active?5.  What motivates them to engage with your organization?
  35. Visibility comes at a premium these days.So step up your pace.
  36. A 2011 survey asked:How many posts in a dayare too many?Twitter: Facebook: Google+: LinkedIn:
  37. A 2011 survey asked:How many posts in a dayare too many?Twitter: 36Facebook: 21Google+: 16LinkedIn: 14Source: WhiteFire SEO: “Twitter Psychology for Marketers,” August 2011
  38. Social media channels are simply too active for2009-era schedules to remain effective.Finding the balance requires experimentation,measurement and a lot of creativity.
  39. Be willing to invest.Your time. Your effort. And yes, some money.
  40. Facebook is one of the most affordableadvertising options in America.Ad Medium CPMBroadcast TV $10.25Magazine $6.98Cable TV $5.99Newspaper $5.50Radio $4.54Online Banner $3.50Outdoor $2.26Facebook $0.15 - $0.75
  41. The secret to Facebook ad success is the sameas the secret to great day-to-day content:
  42. Never stop experimenting.
  43. Ask yourself these questions:1.  Are we measuring the effectiveness of what we’re doing?2.  If so, are we setting goals and planning ways to reach those?3.  Are we finding ways to make each post engaging?4.  Are there potential partnerships we haven’t thought of?5.  Are we doing more of what works and less of what doesn’t?
  44. Your most important priority needs to be yourown enthusiasm for this technology.Stay motivated. Stay excited. Stay curious.
  45. Thanks for your time. Questions? David Griner @Griner on Twitter TheSocialPath.com David.Griner@Luckie.compage 47

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