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Social media for small NGOs


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Helping small NGOs balance their social media expectations.

Published in: Technology
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Social media for small NGOs

  1. 1. Strategic Social Media for Small NGOs Presented by Amy Coulterman @AmyCSays for ICAD-CISD, 20 Feb 2013
  2. 2. BUT, I HAVE TO DO IT!
  3. 3. Do you have a communications strategy?
  4. 4. Forrester Research’s “POST” method• P = People• O = Objectives• S = Strategy• T = Technology
  5. 5. P = People•Who is your target audience?•What tools are they using?•What are they most comfortable with?
  6. 6. O = Objectives•Do you want to listen, talk, raiseawareness, increase website traffic,improve your reputation or collaboratewith your audience?
  7. 7. S = Strategy•What do you want to accomplish? •What resources do you have?
  8. 8. T = Technology•Once youve defined your audiences,objectives and strategy, then you canchoose the most appropriatetechnology.
  9. 9. Your social media audience Lesson 1:You cannot create a community
  10. 10. Your social media audience Lesson 2: Not everyone ‘uses’ social media• 46% of users create photos & videos to share• 41% of users share content that others make
  11. 11. British Columbia Centre forExcellence in HIV/AIDS
  12. 12. Objective Realism Lesson 3: Social media takes time
  13. 13. Posting guidelines• 2-3 times/day on Facebook• 4-5 times/day on Twitter• 4-5 times/week on LinkedIn• depends!
  14. 14.
  15. 15. Objective Realism Lesson 4: You need to own it
  16. 16. Josette Sheeran, WEF
  17. 17. Using your technology Lesson 5: Take time to research and listen
  18. 18. Using your technology Lesson 6:Share, collaborate, converse - ENGAGE
  19. 19. • 80% of posts should be entertaining, helpful, informative• 20% of posts can be self-promotional• Respond and say thank you!
  20. 20. International Planned ParenthoodFederation
  21. 21. • Make sure you have metrics and measure!
  22. 22. • Have a wider communications strategy• Write out your POST (People, Objectives, Strategy, Technology)• Pick your tools based on: your intended audience(s); where the communities are; the time and human resources you have; how much time each tool needs to be used in the way you want• Create a culture of ownership• Learn about how best to use your tools (listening and engagement)• Create and follow metrics based on objectives• Keep trying!
  23. 23. Key takeaways• Do only what’s possible to do well within your means• It’s okay NOT to do it all!
  24. 24. A few great non-profit resources:Techsoup Canada Kanter hashtags hashtags/Non-profit hashtags useful-nonprofit-hashtags-%E2%80%93-twitter-chats- tooTwitter/Facebook Guides