bigducknyc.com
How to Empower
Staff to be the Voice
for the Organization
through Social Media
#sm4np
Vice President, Big Duck
@Farra
@BigDuck
Farra Trompeter
#sm4np
#sm4np
•  The evolving definition of
‘spokesperson’
•  How social media has changed the
game
•  Getting started
•  Ways to...
Who speaks
for your
nonprofit when...
SOURCE: channel17.org
… the media wants a quote?
SOURCE: channel17.org
SOURCE: channel17.org
… the media wants a quote?
SOURCE: channel17.org
… the media wants a quote?
SOURCE: channel17.org
… the media wants a quote?
•  Is passionate about your mission
•  Understands what you do
•  Trusted to speak with little approval
•  Will be respect...
Your staff are your
most passionate
spokespeople
Social media has
changed how we
communicate
SOURCEAFDG , Flickr
Source:	
  Christopher	
  Michel	
  (Flickr)	
  
SOURCE: NWF.org
SOURCE: http://twitter.com/nwf
National Wildlife Federation works to
inspire Americans to protect wildlife for our
childre...
SOURCE: http://twitter.com/d_tinker
Every staff person is a
brand ambassador
Steps to
get started
Review profiles on major networks (start w/
LinkedIn, Twitter, Facebook)
•  Do they list org in bio/about section?
•  Have...
Send a survey to staff
•  Do you use Twitter and/or Facebook?
•  What blogs do you read?
•  Are you engaging in LinkedIn g...
SOURCE: http://www.slideshare.net/tammygordon/
Create social media guidelines
Start small, then roll
out to everyone
Ways to empower
your staff
Explain your social media goals
and relate to theirs
Org’s
Goals
Staff’s
Goals
SOURCE: Fight Colorectal Cancer
Train staff about your brand
SOURCE: https://www.facebook.com/help/459934584025324/
Teach privacy settings
Create share-worthy content
SOURCE: WITNESS/@mjmoneymaker | Rockefeller Foundation/Jereme Bivins
SOURCE: TNT Social Media Guidelines
Share a process for comments
SOURCE: Yammer.com
Use tools to share/coordinate
SOURCE: http://tgb.io/nprlife
Recruit by sharing your culture
SOURCE: Mashable
Exhale… Mistakes will happen
Questions?
•  Social Media for Nonprofit CEOs—How
one Executive Director manages it
•  Empower Employees as Brand
Champions in Social...
bigducknyc.com/workshops
Thank You!
How to Empower Staff to be the Voice for the Organization through Social Media
How to Empower Staff to be the Voice for the Organization through Social Media
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How to Empower Staff to be the Voice for the Organization through Social Media

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Farra Trompeter, Vice President, Big Duck

Twitter Handle: @Farra

As communications patterns have shifted, how you and your colleagues use social media can greatly impact your nonprofit’s reputation and relationships with the community. Learn how you can use the blurring lines between personal and professional brands to connect with your community, and how to train staff through social media guidelines and internal communications tools.

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  • Chat in some of the things you jotted down- what success looks like
  • Branding path isn’t always as clear or linear as we want it to be-
  • talk about budgeting here too- udget for the long haul, and how much to budget: 50-150 per year depending on who you work with
  • Chat in your responses
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Chat in your responses
  • talk about budgeting here too- udget for the long haul, and how much to budget: 50-150 per year depending on who you work with
  • talk about budgeting here too- udget for the long haul, and how much to budget: 50-150 per year depending on who you work with
  • Branding path isn’t always as clear or linear as we want it to be-
  • Chat in your responses
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Branding path isn’t always as clear or linear as we want it to be-
  • Discuss what each covers
  • How to Empower Staff to be the Voice for the Organization through Social Media

    1. 1. bigducknyc.com How to Empower Staff to be the Voice for the Organization through Social Media #sm4np
    2. 2. Vice President, Big Duck @Farra @BigDuck Farra Trompeter #sm4np
    3. 3. #sm4np •  The evolving definition of ‘spokesperson’ •  How social media has changed the game •  Getting started •  Ways to empower your staff What we’ll cover today
    4. 4. Who speaks for your nonprofit when...
    5. 5. SOURCE: channel17.org … the media wants a quote?
    6. 6. SOURCE: channel17.org
    7. 7. SOURCE: channel17.org … the media wants a quote?
    8. 8. SOURCE: channel17.org … the media wants a quote?
    9. 9. SOURCE: channel17.org … the media wants a quote?
    10. 10. •  Is passionate about your mission •  Understands what you do •  Trusted to speak with little approval •  Will be respected and can stay calm •  Speaks clearly and simply •  Is generally available Your ideal spokesperson #sm4np SOURCE e-releases
    11. 11. Your staff are your most passionate spokespeople
    12. 12. Social media has changed how we communicate
    13. 13. SOURCEAFDG , Flickr Source:  Christopher  Michel  (Flickr)  
    14. 14. SOURCE: NWF.org
    15. 15. SOURCE: http://twitter.com/nwf National Wildlife Federation works to inspire Americans to protect wildlife for our children's future. Staff updating: @d_tinker @starfocus @rarewildlifeguy Washington, DC · nwf.org
    16. 16. SOURCE: http://twitter.com/d_tinker
    17. 17. Every staff person is a brand ambassador
    18. 18. Steps to get started
    19. 19. Review profiles on major networks (start w/ LinkedIn, Twitter, Facebook) •  Do they list org in bio/about section? •  Have they ever shared your content? •  Do they use each channel “well”? •  Is their ‘personality’ aligned w the org? Conduct an audit #sm4np
    20. 20. Send a survey to staff •  Do you use Twitter and/or Facebook? •  What blogs do you read? •  Are you engaging in LinkedIn group discussions? •  Do you like to share images on Pinterest or Instagram? Find your internal evangelists #sm4np SOURCE Social Media Today
    21. 21. SOURCE: http://www.slideshare.net/tammygordon/ Create social media guidelines
    22. 22. Start small, then roll out to everyone
    23. 23. Ways to empower your staff
    24. 24. Explain your social media goals and relate to theirs Org’s Goals Staff’s Goals
    25. 25. SOURCE: Fight Colorectal Cancer Train staff about your brand
    26. 26. SOURCE: https://www.facebook.com/help/459934584025324/ Teach privacy settings
    27. 27. Create share-worthy content SOURCE: WITNESS/@mjmoneymaker | Rockefeller Foundation/Jereme Bivins
    28. 28. SOURCE: TNT Social Media Guidelines Share a process for comments
    29. 29. SOURCE: Yammer.com Use tools to share/coordinate
    30. 30. SOURCE: http://tgb.io/nprlife Recruit by sharing your culture
    31. 31. SOURCE: Mashable Exhale… Mistakes will happen
    32. 32. Questions?
    33. 33. •  Social Media for Nonprofit CEOs—How one Executive Director manages it •  Empower Employees as Brand Champions in Social Media •  Employment Branding: The NPR Case http://bit.ly/SocialStaff Resources #sm4np
    34. 34. bigducknyc.com/workshops
    35. 35. Thank You!

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