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Using Social Media for Your Non-Profit


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Why non-profits should utilize social media, which tools should they use, what do they need to know to get started and what resources are available for them.

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Using Social Media for Your Non-Profit

  1. 1. Using Social Media for Your Nonprofit Carol A Spencer County of Morris Web Manager April 28, 2011
  2. 2. About me IBM Marketing Representative Mid-range computers: 11 years Councilwoman/Mayor Denville Township: 10 years County of Morris Information Technology Website development: 14 years Web Manager / Social Media: 4 years Nonprofit Board Membership National Association of Gov’t Webmasters Morris County Prevention is Key Ayres/Knuth Farm Foundation
  3. 3. About you. How many of you… Own a smartphone. iPhone or Android. Have a Facebook account. Use it weekly. Have a Twitter account. Tweet weekly. Watch videos on YouTube. Watch TV on the computer. Have a Nook or Kindle. Pay your bills online. Subscribe to a newspaper, daily or weekly.
  4. 4. Let’s talk about… <ul><li>Why should you do this? </li></ul><ul><li>Where should you be in the “social space”? </li></ul><ul><li>How do you get started? </li></ul><ul><li>How will you find the time? </li></ul><ul><li>What are the benefits? </li></ul><ul><li>Where can you get help? </li></ul>
  5. 6. Reaching All Ages
  6. 7. Where we spend our time online
  7. 8. Reaching Minorities
  8. 9. Today’s world… <ul><li>People scan; they don’t read </li></ul><ul><li>Work and personal lives are merging </li></ul><ul><li>People want information coming to them </li></ul><ul><li>Everything is mobile </li></ul><ul><li>Information must be device independent </li></ul><ul><li>Text messaging is the #1 use of a mobile phone </li></ul><ul><li>75% of the world accesses the web via phone </li></ul>
  9. 10. Social Media Revolution Socialnomics 2011 <ul><li>YouTube: </li></ul><ul><li>http:// = QzZyUaQvpdc </li></ul><ul><li>Flight 1549, Iran, Tunisia, Egypt, Yemen </li></ul><ul><li>Social media has changed the world… </li></ul>
  10. 11. Communications Paradigm Shift <ul><li>Your clients, constituents, donors, employees, visitors and vendors are mobile and using social media. </li></ul><ul><li>If you aren’t, how can you reach them? </li></ul>
  11. 12. Today’s “Social Space” Twitter Flickr Google Scribd Skype LinkedIn Gowalla Foursquare WordPress Blogger Facebook YouTube Vimeo RSS Feed SlideShare
  12. 13. Today’s “Social Space” Twitter Microblog Flickr Still Photos Google Email, Apps Scribd Documents Skype Phone, chat LinkedIn Network Gowalla Location app Foursquare Location app WordPress Blog Blogger Blog Facebook Network YouTube Video Vimeo Video RSS Feed Subscription SlideShare Presentations
  13. 14. Where should you be? <ul><li>It depends on what you want to do </li></ul><ul><li>Definitely in the major spaces </li></ul><ul><ul><li>Twitter & Facebook </li></ul></ul><ul><li>Professional: </li></ul><ul><ul><li>LinkedIn (or a focused network) </li></ul></ul><ul><li>Marketing: get creative </li></ul><ul><ul><li>YouTube / Vimeo </li></ul></ul><ul><ul><li>Foursquare / Gowalla </li></ul></ul><ul><li>Public documents / images: </li></ul><ul><ul><li>Scribd / SlideShare / Flickr / Picasa </li></ul></ul>
  14. 15. How do you get started? To be prepared is half the victory. Miguel De Cervantes 1547-1616 Spanish Novelist Dramatist Poet Before beginning, plan carefully. Cicero C 106-43 BC Great Roman Orator Politician By failing to prepare, you are preparing to fail. Benjamin Franklin 1706-1790 American Scientist Publisher Diplomat
  15. 16. Develop, Draw & Write a Plan <ul><li>Discuss & Decide </li></ul><ul><li>Where the information will originate </li></ul><ul><li>Who may speak for your agency </li></ul><ul><li>Which applications you will use </li></ul><ul><li>Who will be responsible for the applications </li></ul><ul><li>What will be the process, the flow </li></ul><ul><li>What your policies will include </li></ul><ul><ul><li>Employee use; Content; Commenting </li></ul></ul><ul><li>How social media will be marketed </li></ul><ul><li>How you will engage visitors </li></ul>
  16. 17. Morris County’s Process Creates in MS Word Website Post on the website using Blogger. (Create a custom template) Can use links and graphics, even videos in the blog post Using RSS Feeds, subscribers sign up to get notified via email or in a reader. Home page “What’s New” is auto-updated. The web group creates a tweet with Hootsuite. Include link to website press release. Followers automatically notified. Facebook pulls from Hootsuite through updates FB pages and allows for easily adding additional social networks. Create a video. Embed in website. Upload to YouTube. Announce with Hootsuite or via press release. Subscribers are notified. The web group uploads a catalog or brochure to Scribd subscribers are automatically notified. Scribd can automatically tweet about it. Or, use Hootsuite to tweet about it manually. Blogger auto-emails press releases to web group. Constant Contact notifies the web group when the PIO publishes a newsletter. We tweet that in Hootsuite. PIO issues a press release
  17. 18. Things we learned along the way <ul><li>Use the same email address to register for all social media </li></ul><ul><li>Use the same “vanity” name. Check everywhere before you lock one in. Some can’t be changed. </li></ul><ul><li>Create a Facebook page, not profile. Then, connect the page to an existing profile. </li></ul><ul><li>Secure that Facebook profile so no one can see it </li></ul><ul><li>Decide on a “communications tone” </li></ul><ul><li>Assign someone to monitor comments </li></ul>
  18. 19. Things we learned along the way <ul><li>Commenting by fans on your posts can’t be blocked </li></ul><ul><li>Understand and comply with records retention laws </li></ul><ul><li>BACK UP (; </li></ul><ul><li>Facebook ‘Page’ comments: screen shots are the only backup method now & they’re not searchable </li></ul><ul><li>Have multiple administrators for each application </li></ul><ul><li>Never let fans / followers auto-upload photos or videos. Approve them first. (Flickr ‘groups’ allow this) </li></ul>
  19. 20. Finding the time <ul><li>It’s a jungle out there! </li></ul><ul><li>Some tools to cut through the weeds </li></ul><ul><li>Hootsuite </li></ul><ul><ul><li>Connects to Twitter, FB profiles & pages, LinkedIn, Foursquare, WordPress and more. </li></ul></ul><ul><ul><li>One message goes many places, all at once </li></ul></ul><ul><ul><li>Schedule messages </li></ul></ul><ul><ul><li>iPhone, iPad, Android, Blackberry apps </li></ul></ul><ul><ul><li>Free account: 5 social networks </li></ul></ul><ul><ul><li>Pro account: $5.99 / month +1 team member & unlimited social networks 20 % non-profit discount upon approval </li></ul></ul>
  20. 21. Hootsuite Dashboard
  21. 22. Finding the time <ul><li>It’s a jungle out there! </li></ul><ul><li>Some tools to cut through the weeds </li></ul><ul><li>Tweetdeck </li></ul><ul><ul><li>Desktop application </li></ul></ul><ul><ul><li>Only browser app is Google Chrome </li></ul></ul><ul><ul><li>Connects to Twitter, FB profiles, LinkedIn, Foursquare, Google Buzz, MySpace </li></ul></ul><ul><ul><li>One message goes many places, all at once </li></ul></ul><ul><ul><li>Schedule messages </li></ul></ul><ul><ul><li>iPhone, iPad, Android apps </li></ul></ul><ul><ul><li>Free </li></ul></ul>
  22. 23. Tweetdeck Dashboard
  23. 24. It’s not just one way. It’s a conversation. <ul><li>Follow potential donors. See what they write, what they think. Retweet their stuff. </li></ul><ul><li>Friend/Follow nonprofit gurus, innovators & bloggers you like for ideas. Comment on their stuff. </li></ul><ul><li>Don’t be afraid of comments. You’ll learn a lot. Thank people for engaging. </li></ul><ul><li>If you make a mistake when you post, admit it. People are very forgiving. </li></ul><ul><li>If you don’t want to read it on the front page of the NY Times, don’t write it. </li></ul>
  24. 25. Is it worth it? MorrisCountyNJ 1,450 followers 8,815 views 82 videos 231 subscribers 160,879 reads 239 documents 549 “fans” MCUrgent MorrisProsecutor 275 followers 571 “fans” 187,555 views 1,155 photos 5,613 views; 18 videos 4,439 email contacts
  25. 26. Interesting Reading <ul><li>The Chronicle of Philanthropy </li></ul><ul><ul><li>Social Media From the Philanthropist's Perspective </li></ul></ul><ul><li>Nonprofit Tech 2.0: Social Media Guide for NP </li></ul><ul><ul><li>Create custom Facebook Pages </li></ul></ul><ul><li>19 Ways NP Can Use SM to Connect with donors </li></ul><ul><ul><li> </li></ul></ul><ul><li>Nonprofit Technology Network ( </li></ul><ul><ul><li>Resources by Topic: Social media </li></ul></ul><ul><li>Google for Nonprofits </li></ul><ul><ul><li> </li></ul></ul>
  26. 27. Contact Information National Association of Government Webmasters Morris County NJ [email_address] Email GovLoop Facebook Twitter Website [email_address] Email Scribd YouTube Facebook Twitter Website
  27. 28. Using Social Media for Your Nonprofit Carol A Spencer County of Morris Web Manager April 28, 2011