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Social Media for Nonprofits VCU IYLEP


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Social Media Branding for Nonprofit Organizations: Creating Compelling Content.

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Social Media for Nonprofits VCU IYLEP

  1. 1. ◼Who is your audience? ◼What platforms best suit the organization? ◼Focus on 2-3 primary platforms ◼(Make sure website is in top shape before starting any social media) ◼How do you do much in little time? ◼What voice/vibe/energy suits the non- profit you are branding?
  2. 2. 1. Know your audience & add value 2. Be responsive, authentic & open 3. Build trust -- do what you say you’ll do 4. Build relationships & community (online & in person) 5. Be professional & transparent (work vs. personal) 6. Be a safe risk-taker 7. Best social media is done live & in real time.
  3. 3. • Reach a new audience • Engage with donors & those you serve • Improve visibility, image, reach more people in less time • Do more with limited resources • Improve website traffic & engagement • Improve communication, trust/credibility • Encourage sharing (photos, video, links, stories) • Build (a supportive) community • Raise awareness
  4. 4. ◼Take time to build relationships ◼Reward your followers (with good, valuable content, and occasional perks or giveaways) ◼Invest time in social media every day ◼Are strategic & thoughtful *Tip: Use email newsletter to promote social media channels and your blog!
  5. 5. Facebook algorithm strongly favors video. This video “slideshow” got nearly 30K views, with 100% completion.
  6. 6. TIPS: ◼ Encourage Facebook reviews! Always respond. ◼ Encourage volunteers, members, clients, etc., to post photos. ◼ Ask questions in posts ◼ Use Facebook Events for greater reach ◼ Save hashtags for Twitter or Instagram ◼ Use custom links or delete link after it loads. The number one mistake your Nonprofit pages are making is not engaging with people who write on their wall, offer them a review, or tag them.
  7. 7. ◼ Fill out page info (website, address, hours, etc.) ◼ Include a photo or video on every post, even those with links. All post photos should be square or horizontal. ◼ Space posts at least 4+ hours apart, but post 1 per day is ideal for most organizations, or 1 post every 2 days is OK. ◼ Tag organizations using “@” ◼ Use @ & “reply” button to reply individually on thread ◼ Use Facebook “Notes” ◼ Use a “Facebook Team” if you have multiple stories, departments, or capable volunteers ◼ Check your “Insights” or analytics & adjust strategy ◼ Preschedule posts when needed, send link for review More:
  8. 8. for Shortening, Sharing and Tracking
  9. 9. • Connect with like-minded organizations • Connect with individual reporters • Engage in the conversation • Always Include LINKS & IMAGES! • Ideal Twitter is image is 1024 x 512 pixels. For Twitter: Use Hashtags to follow threads of interest, ie. : #RVA #VA #FXBG #NOVA Topics, ie. #Playoutdoors #Garden #ECE #Kids #Autism #RVAart #ShopLocal More best practices: Look at your Twitter Analytics: Image: Twitter
  10. 10. Twitter & Hootsuite
  11. 11. Video!!! (& still photos) Live in real time Contests to increase engagement User Generated content &reposts Hashtags to increase viewing & connect with the right audience Partner for an Instagram “takeover”
  12. 12. • Instagram is all about capturing a moment. • New algorithm favors video • Use stellar photos • Live in real time • Use contests to increase engagement • #Repost user-generated content • Use contest to drive content, engagement and buzz • Hashtags to increase views & help connect you with the right audience • Partner with others for an Instagram “takeover” • Build relationships • Reward fans & visitors
  13. 13. Tools: Canva
  14. 14. Using Our Power for Good
  15. 15. It’s not about the Winner …
  16. 16. A Snapshot of Dominion GardenFest of Lights via Fans Tool: PicMonkey
  17. 17. Contests: A Few Ideas ◼ Partner with other nonprofits for prizes, tag them & cross-promote on social media. ◼ Choose a short & memorable hashtag; vet it. ◼ Make sure you have a “rules” page with a disclaimer allowing use of images for promotional purposes. ◼Use onsite signage to promote contest with Instagram logo & hashtag . ◼Search for relevant photos that might be good entries & tell them about the contest. Despite all the signs, and promotion, some don’t know about it.
  18. 18. Pinterest ◼Rule No. 1: Add Value ◼Rule No. 2: Drive Traffic (to your own webpage & to other reputable pages) ◼Don’t pin any photo without checking it out the link. ◼Create new content on your blog (for the purpose of pinning) ◼Highly visual (photos & infographics)
  19. 19. Pinterest Analytics Pinterest Analytics
  20. 20. Blogs are alive! • Use Wordpress • Link to partners & like- minded organizations • Build ambassadors for your brand • Support your Nonprofit’s mission • Use tagging to help SEO • Recycle & Cross-post Content • Use categories to make a microblog
  21. 21. • Allow people to subscribe via email • Tell your story • Create “Pinable” content that drives traffic to your website • Share blog posts on other social media -- recycle content • Share your legacy (acts as a history of your nonprofit) • Content re-appears is reusable (unlike Facebook) Your Blog
  22. 22. How Do You Create Compelling Blog Content? ◼Write to your Best Friend ◼Tie into Current Events & Hot Topics ◼Image or Infographic Heavy. Light Text. ◼Ask your Readers What They Want to Know ◼Ask your Front-line Staff What Questions They Get ◼Q&A or Take 5 (New staff, Board Members, Volunteers, Etc.) ◼Do a “Top10” Post *Recapping your best posts *Featuring the best blogs or posts in your industry ◼Guest Bloggers (Clients, Volunteers, Constituents, Donors) ◼Be an Expert! ◼Recap (Year in Review, Community Kitchen Garden Recap) ◼Tell Your Personal Story ◼Share the <3
  23. 23. You must check in on social media at least every 24 hours, more is better Guidelines: *At least 1-3 Tweets a day *At least 1 Facebook every 2 days (including weekends) *At least 1-2 blog posts a week (You can use on Facebook too) *Regular attention to any platform you are on *Responsive & active engagement with those who comment & interact on your page
  24. 24. ◼Social Media is not a direct ask tool for fundraising
  25. 25. ▪ Set Guidelines (ie transparency) ▪ Identify social media team ▪ Go over policy with employees in person, answer questions. Provide written copy & have them sign when they read/accept it. Post on web, handbook, & on social platforms ▪ Focus on what staff can do…… not what they can’t do. ▪ Consider legal issues. Chris Fortier & PRSARVA have a great presentation on this: ▪ * email me if you’d like a copy of the Garden’s 1-page social media policy. ▪ Great resource:
  26. 26. Questions?