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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 Bit.ly 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. CANVA.com ◼ 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: http://bit.ly/BestFbook
  8. 8. Bit.ly 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: http://bit.ly/TwitterBESt Look at your Twitter Analytics: analytics.twitter.com Image: http://pinoytutorial.com/techtorial/facebook-search-engine-rumor-against-google-details/ 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. http://www.shoutmeloud.com/5-reasons-why-readers-unsubscribe-from-blogs-rss-feed.html 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: http://www.prsarichmond.org/attachments/files/396/Legalities_of_Social_Media.pdf ▪ * email me if you’d like a copy of the Garden’s 1-page social media policy. ▪ Great resource: http://www.nptechforgood.com/
  26. 26. Questions?

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