Social Media For Non-profits


Published on

Published in: Social Media, Technology, Business
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Media For Non-profits

  1. 1. Social Media For Non-Profits A Life on Facebook
  2. 2. My Goal The goal for this morning’s presentation is to familiarize you with the scope of social media possibilities while equipping you with the foundation to start using them successfully.
  3. 3. Key Takeaways 1. Social Media is a Commitment 2. You get out what you put in 3. Social Media is NOT an exact science. 4. Add Value to the Conversation 5. You NEED to respect the power of Social Media
  4. 4. Latest Social Media Stats Key findings The GlobalWebIndex study found these to be the major insights into social media usage: Active usage of the major, global social platforms is growing worldwide with mobile being the key driver Google+ remains the second most actively used social network with 318.4 million active users in 31 markets Emerging platforms have experienced notable growth in popularity since Q2 2013 with Pinterest and Tumblr being currently the fastest growing global social media Facebook maintains the highest percentage of active users among account owners at 62% globally. This compares to 51% for Twitter and 44% for Google+ Mobile and tablet usage is beginning to heavily impact social media usage with mobile having the biggest effect on Twitter which is used by 94 million active Twitter users to share photos compared to 140 million on PC. This is the highest proportion of mobile vs. PC photos sharing of any social network
  5. 5. Social Media Explained 2
  6. 6. Social Media Explained
  7. 7. Facebook Tell your Story – What’s unique about your organization? Share photos, videos and links Create dialogue – allow people to share and engage with your message. Ask questions. Measure and Optimize – Which messages have been effective? Which ones have been ineffective? UNICEF, Wounded Warriors, Human rights Campaign
  8. 8. Instagram Instagram is an excellent way to compliment your Facebook and Twitter account. Your Instagram account can tell the story of your nonprofit and help you share your mission with the world. Post images that give followers a glimpse into what your organization is all about and help people connect with you. Experiment with different types of photos and the frequency with which you post. Your community will give you feedback in real-time. Listen and adjust 10 Inspiring Non-profits on Instagram
  9. 9. Twitter Tweet about things your Audience Cares about – Link to newsworthy events that people are already talking about and relate them to your cause Tweet in the Moment – Gives your voice authenticity and lets people in on the action. Quote the guest speaker, take a photo…etc Use Relevant Hashtags – Hashtags label your conversation and makes them searchable. If you create your own SEARCH it first. Use Call to Actions – It’s amazing what people will do if you ask, “Check out our…” or “Please Retweet.” Include Links – Tweets containing a link are three times more likely to be retweeted. Experiment with posting frequency and times UNICEF, Red Cross, Save the Children
  10. 10. Youtube The most powerful tool to tell your organization’s story It’s an excellent source of relevant content while driving traffic to your channel. YouTube offers additional benefits to nonprofits including adding a donate button, being listed on YouTube’s non profit channel and the addition of a call-to-action. The Nature Conservancy , SOS Children Villages Neurosurgery Kids Fund – Camp Everest 2012
  11. 11. Vine 6 seconds. That’s all you’ve got to make an impression on Vine. The video only records while your finger is touching the screen. Your only limit is your creativity How to Play With your Food, Table Toast, Light Troubles Show what you do best, whether its rescuing an animal, putting a smile on a child's face or planting a tree. Say thank you – it doesn’t need to be complicated
  12. 12. Google + Google + is a behemoth and is one of the fastest growing social media platforms in history. Google + basically combines Twitter, Facebook and Linkedin into one package. Google + uses Circles to categorize those you follow Like Facebook, Google + emphasizes visual story telling Ties into your existing Google accounts i.e Gmail, Google Docs & YouTube Google + is here to stay and it’s worth looking into Save the Children, The Nature Conservancy
  13. 13. Cultivating Your Voice This is the personality you portray to your followers Your voice is what separates you from your competitors Once you have decided on your voice commit to it People will ultimately follow your Social Media Channels because you are a subject matter expert in your field. People want to talk to and hear from people, don’t be a faceless organization
  14. 14. The Anatomy of a Good Post Understand your Audience: Know your target audience You’re busy. So are they Employ the Golden Rule Be Responsive
  15. 15. The Anatomy of a Good Post Plan Your Content: Develop monthly content strategies Check your social network(s) daily Be as visual as possible (pictures, videos, links etc…) Use Social Media to conduct informal research (ask questions) Identify key influencers and engage them in conversation
  16. 16. The Anatomy of a Good Post Questions to ask yourself before hitting “Enter”: Which Social Media platform is appropriate for this message? Why are you sharing this message? What is the value added by this message? Can I add a relevant link, photo or video to this message?
  17. 17. Set Goals, Measure Results Every organization will have differing goals and how you achieve those goals will be unique to your organization. They should follow SMART guidelines: Specific Measurable Achievable Realistic Timed
  18. 18. Set Goals, Measure Results Examples: Increase the number of volunteers by 15% before our Christmas event. Identify 20 influencers on Twitter to build relationships to blog, retweet and spread the word about our latest program. Garner 500 views of our new promotional video in the first three months after it’s release date.
  19. 19. How to Handle Negative Comments Move fast - The longer you take to respond the greater the risk of appearing unresponsive, uncaring or secretive. Aim to respond within 24 hours. Be accurate - Be as factual as possible. Double-check the facts before you respond. If you’re not confident about the answer, acknowledge the question or statement, express concern and state that it’s being looked into, then follow-up. Be transparent – Mistakes will happen, take responsibility then fix them. Denials, evasions and insincere apologies may simply inflame the situation. When possible and if prudent, take the conversation out of the social media spotlight, direct messages, email or a phone call may be a more efficient means of defusing a situation.
  20. 20. How to Handle Negative Comments Be sincere - If the complaint is genuine, sincerely apologize. Remember an apology is useless unless the problem is resolved in a reasonable and time sensitive manner. Humanize the situation - Respond directly to the individual using their actual names when possible. Look to use language that is accessible and empathetic while remaining professional. Avoid jargon. Avoid confrontation - Steer clear of arguing online. If the situation is volatile, step back, take a calming breath and do your best to take the conversation offline.
  21. 21. How to Handle Negative Comments Take control - Negative comments should be actively managed. Proactively correct misinformation. Ensure discussions remain within the parameters of our Social Media Guidelines. And remember that it is within your rights to ban members who consistently break the rules, though you may want to explain why you are doing it both to the individual and to the community as a whole. Limit censorship - Critical voices are a cost of entry to the social web, and deleting or demanding changes to negative posts can provide cynics with a powerful rhetorical weapon. Always attempt to maintain the high ground. Deleting content or threatening people may simply result in the complaints going viral.
  22. 22. Surefire Ways to Lose Followers Not Responding to Tweets/Comments Too much scheduled content Shameless Self Promotion Completely Random Posts Not sharing the love Over posting Facebook 1- 2 times a day Twitter 3 -5 times a day unless Live Tweeting an event
  23. 23. Key Takeaways 1. Social Media is a Commitment 2. You get out what you put in 3. Social Media is NOT an exact science. 4. Add Value to the Conversation 5. You NEED to Respect the power of Social Media
  24. 24. Future Workshop We will look at:  How to Listen to your Audience  Strategies that work  How to Measure Engagement  Facebook Edgerank Algorithm  The Power of Facebook Ads  What is Hootsuite and why you should use it  Crafting your Social Media Guidelines
  25. 25. Thank You Reade Beaudoin Twitter: Linkedin: Email: @ReadeBeaudoin Reade Beaudoin
  26. 26. Q&A