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Social Media for Nonprofit CEOs


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Social media are every where. Your donors are connecting with you on LinkedIn, your advocates are sharing links about your org on Twitter, your program participants are commenting on your Facebook page, and your staff are posting videos on YouTube--what's an executive director to do? As nonprofits explore new ways of fundraising, advocating, and conducting outreach online, it can be hard to know where to focus and invest your energies. In this high-level webinar, we'll share some strategies you can use to evaluate and manage your organization's approach to social media. We'll also discuss such topics as staff capacity, social media policies, your personal role in social media, and budgeting.

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Social Media for Nonprofit CEOs

  1. 1. Social Media forNonprofit CEOs Sarah Durham | Big Duck #SM4CEOs September 19, 2012
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  3. 3. Sarah Durham Principal and Founder #SM4CEOs @BigDuckSarah @bigduckFind today‟s slides and resources:
  4. 4. Why are you here?
  5. 5. I write 30 tweets on a Friday, have my E.D.approve them on a Monday, and then sendthem out during the week. Thats okay right?It takes time to see the results from socialmedia; my boss is upset that money hasntcome pouring in after just one month.
  6. 6. Im tired of him dismissing social media as if itis irrelevant, why wont he just embrace it?My CEO thinks that a 21-year old intern is theonly person that can do social media for us.She doesnt see it as a marketing tool or onewe should invest time or money in.
  7. 7. Social media is a Social media iswaste of time. integral to our org. 1 2 3 4 5
  8. 8. What I hope you will learn today• How to think about a social media strategy• Understand who should staff it and how much time it takes• Elements of social media guidelines• How your peers use social media
  9. 9. How does socialmedia fit in?
  10. 10. Reasons Nonprofits Communicate
  11. 11. Online Engagement Priorities
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  13. 13. Staffing and makingtime for it
  14. 14. April 2012
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  16. 16. Qualities of an effective socialmedia manager1. Has a passion for the cause and for social media2. Is friendly, patient, and responsive3. Is creative and detail-oriented4. Has experience in online communications5. Reads blogs about social media and mobile technology6. Is an early adopter
  17. 17. Qualities of an effective socialmedia manager7. Is not overly confident about her social media skills8. Thinks like a journalist9. Is mobile10.Is willing to mesh his personal life with his professional life online11.Takes steps to prevent social media burnout
  18. 18.!/NewYorkCares
  19. 19.!/stevestreicher
  20. 20.!/NewYorkCaresED
  21. 21. Creating socialmedia guidelines
  22. 22. Let go. • You never had complete control over your message • The conversation is happening, with or without you! • Mistakes will happen
  23. 23. Why create a social media policy?
  24. 24. What’s in a social media policy?1. Overview of your social media presence2. High-level guidance3. Specific guidelines4. Conversation guidelines5. Personal/professional boundaries6. Tips and how-tos
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  28. 28. Tips for successful guidelines• Strike a friendly tone• Encourage experimentation & questions• Try to keep guidelines open-ended where possible, rather than restrictive• Appoint one or two people to manage• Keep your audiences in mind—what do they expect from you
  29. 29. Involve your staff• Identify a go-to person for questions• Conduct surveys/interviews to get feedback, assess interest, etc.• Share draft policy in a staff meeting and invite feedback/questions• Provide trainings on privacy settings, tools, etc.• Include in staff orientation
  30. 30. How other CEOs areusing social media
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  32. 32. “My personal mission for engaging in social media spaces is to help spark thoughtful conversation and ignite action. Both will lead to positive change in the world, and I truly believe that is the best possible use for the power of social media.” - Matt Flannery, CEO, Kiva.org
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  36. 36.!/ARC_RinkuSen
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  42. 42. Parting tips for CEOs• Make time for it: Start by listening 15 minutes/day• Get a mentor: Ask for help• Experiment: Pick one channel to start with• Be yourself: Share your POV and your passion• Privacy: Check your settings (again)• Turn it off: It‟s okay to have „down‟ time
  43. 43. Parting tips for organizations• Map out a strategy: Set goals and find your community• Create guidelines: Help your team understand how and why• Rethink staffing: Put the right people in place• Allocate time: Start 30-60 min/day• Use your brand: Let positioning and personality guide content
  44. 44. Resources
  45. 45. Big Duck Resources• Big Duck website• Duck Call blog• Duck Pond e-news news• Today‟s slides
  46. 46. Resources• Nonprofit Technology Network• Nonprofit Social Media Decision Making Guide decision-guide• NPower
  47. 47. Articles and Reports• Social Media for Nonprofit CEOs—How one Executive Director Manages it• 5 Big Reasons CEOs Should Get Social infographic/• Networking Sites and Our Lives, Pew Internet gy-and-social-networks• Nonprofit Social Network Report
  48. 48. Books• Social Media for Social Good:Heather Mansfield• The Networked Nonprofit: Beth Kanter, Allison Fine• Open Leadership: Charlene Li• The Social Organization: Anthony Bradley, Mark McDonald• Humanize: Jamie Notter, Maddie Grant
  49. 49. Want to learn moreabout Brandraising?Get the book! SeeJenna to buy a copy.
  50. 50. Blogs•••••••••
  51. 51. Contact
  52. 52. Contact Big
  53. 53. Upcoming Workshops9/27: Big Duck webinar—Making your website easier to read10/24: Bagels at Big Duck: Brandraising, Episode II: The Creative Process
  54. 54. Thanks!