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[ How To: Nonprofit Social Media] Carie Lewis, Director of Emerging Media        #CRUSHIQ // @cariegrls
My name is Carie, and I’m a social media addict.                                    #CRUSHIQ // @cariegrls
[ The Times, They Are A Changin’… ]“I just got a keychain and address labels in themail from you guys. Now that I see you ...
[ HSUS’ Social Media Strategy ]• Be where people are• Stay on top of latest trends• Research new opportunities• Train staf...
“Social media is free… free like a puppy.”                         #CRUSHIQ // @cariegrls
[ How We’re Structured]                                                                   Carie Lewis                     ...
[ Facebook Structure ]              Facebook Fan Pagefor businesses, organizations, public figures     official HSUS prese...
[ Where We Are ]                   #CRUSHIQ // @cariegrls
[ Goals ]• Everything we do online is tied to advocacy and  fundraising• Our social media program is no exception• We just...
[ Measurement ] Success is no longer just  about how many friends         you have.Do those friends do what you  want them...
[ Getting Started: 4 Principles of Social Media ]#1 : Listen• Before you jump into the fire, see what people are  saying a...
[ Getting Started: 4 Principles of Social Media ]#2 : Build Your Base• Too many people post without taking the time to bui...
[ Getting Started: 4 Principles of Social Media ]#3 : Posting• Don’t post just to post, but don’t let your page go stale.•...
[ Getting Started: 4 Principles of Social Media ]#4: Engage• You cannot create a fan page and walk away. The community wil...
[ 20 Social Media Tactics You Should Steal ]1 – Have a Commenting Policy on your Facebook page.                           ...
[ 20 Social Media Tactics You Should Steal ]2 – Answer everyone.                                      #CRUSHIQ // @cariegrls
[ 20 Social Media Tactics You Should Steal ]3 – Read industry publications EVERY DAY.                                     ...
[ 20 Social Media Tactics You Should Steal ]4 – Look up your organization on Facebook Causes.                             ...
[ 20 Social Media Tactics You Should Steal ]5 – Set up Google Alerts and Tweetbeep notifications.                         ...
[ 20 Social Media Tactics You Should Steal ]6 – Make every single piece of your content shareable.                        ...
[ 20 Social Media Tactics You Should Steal ]7 – Create a content calendar.                                      #CRUSHIQ /...
[ 20 Social Media Tactics You Should Steal ]8 – Develop a custom landing tab for your Facebook page.                      ...
[ 20 Social Media Tactics You Should Steal ]9 – Divide your Facebook page but allow posts by others.                      ...
[ 20 Social Media Tactics You Should Steal ]10 – Set up Tweetdeck columns for related terms.                              ...
[ 20 Social Media Tactics You Should Steal ]11 – Participate in and create your own memes.                                ...
[ 20 Social Media Tactics You Should Steal ]12 – Get your executive team on social networks.                              ...
[ 20 Social Media Tactics You Should Steal ]13 – Don’t post too much… or too little.  You don’t want to annoy people but y...
[ 20 Social Media Tactics You Should Steal ]14 – Craft the message for the medium.                                        ...
[ 20 Social Media Tactics You Should Steal ]14 – Post a variety of types of content.                                      ...
[ 20 Social Media Tactics You Should Steal ]15 – Integrate with your website and email.                                   ...
[ 20 Social Media Tactics You Should Steal ]16 – Participate elsewhere on Facebook as your page.                          ...
[ 20 Social Media Tactics You Should Steal ]17 – Close the loop.                                      #CRUSHIQ // @cariegrls
[ 20 Social Media Tactics You Should Steal ]18 – Ask for opinions, experiences, and feedback.                             ...
[ 20 Social Media Tactics You Should Steal ]19 – Be timely.                                      #CRUSHIQ // @cariegrls
[ 20 Social Media Tactics You Should Steal ]20 – Localize your content to make it more relevant.                          ...
[ Final Thought: ]“You may not have time for social media,But social media has plenty of time for your org.”              ...
[ Thank you! ]clewis@humanesociety.org       @cariegrls
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Nonprofit Social Media - CrushIQ Conference

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Nonprofit Social Media - CrushIQ Conference

  1. 1. [ How To: Nonprofit Social Media] Carie Lewis, Director of Emerging Media #CRUSHIQ // @cariegrls
  2. 2. My name is Carie, and I’m a social media addict. #CRUSHIQ // @cariegrls
  3. 3. [ The Times, They Are A Changin’… ]“I just got a keychain and address labels in themail from you guys. Now that I see you postingon Facebook and know youre legit, Ill besending a donation. Thanks for the work you do.” – Posted to our Facebook Page wall, January 2010 #CRUSHIQ // @cariegrls
  4. 4. [ HSUS’ Social Media Strategy ]• Be where people are• Stay on top of latest trends• Research new opportunities• Train staff• Have guidelines• Take an integrated approach• Measure everything!• Executive participation• Showcase successes• Listen• Don’t be afraid to fail• Learn from mistakes #CRUSHIQ // @cariegrls
  5. 5. “Social media is free… free like a puppy.” #CRUSHIQ // @cariegrls
  6. 6. [ How We’re Structured] Carie Lewis Director of Emerging Media project management and strategy Ellen Pascale Sarah Barnett Sarah Butler Lara Koch Social Marketing Specialist Emerging Media Manager Emerging Media Intern Mobile Communications ManagerSocial networking and advertising Response and volunteer coordination Administrative Support Mobile technology initiatives Anne Hogan Online Volunteers Emerging Media Specialist Blogger outreach, monitoring #CRUSHIQ // @cariegrls
  7. 7. [ Facebook Structure ] Facebook Fan Pagefor businesses, organizations, public figures official HSUS presence – only one Facebook Causes for specific movements each campaign can have many Facebook Profile a real person each person has one – but only one #CRUSHIQ // @cariegrls
  8. 8. [ Where We Are ] #CRUSHIQ // @cariegrls
  9. 9. [ Goals ]• Everything we do online is tied to advocacy and fundraising• Our social media program is no exception• We just add a customer service component• We also have social media-specific metrics which show growth• The program complements and works in conjunction with our website and email• Take an integrated approach – social media is not a silver bullet #CRUSHIQ // @cariegrls
  10. 10. [ Measurement ] Success is no longer just about how many friends you have.Do those friends do what you want them to?• Sign advos and petitions• Donate• Recruit friends• Share your content• Subscribe to your email list #CRUSHIQ // @cariegrls
  11. 11. [ Getting Started: 4 Principles of Social Media ]#1 : Listen• Before you jump into the fire, see what people are saying about you.• Pay attention to where they are talking about you.• Are these people your members? Donors?• Set up searches for your name, acronym, campaigns, staff• Start with Kurrently for Facebook,Tweetdeck for Twitter, Google alerts for blogs and websites #CRUSHIQ // @cariegrls
  12. 12. [ Getting Started: 4 Principles of Social Media ]#2 : Build Your Base• Too many people post without taking the time to build their fan base. Otherwise you’re talking to no one!• Build a loyal following before you start to ask for anything• Link to your page in all relevant webpages, emails• Participate in conversations related to your work• Use tagging and create events to get into newsfeeds• Enable sharing tools on every piece of your content• Do not disable features like the wall, it defeats the purpose!• Use Facebook ads – the viral nature brings a good ROI #CRUSHIQ // @cariegrls
  13. 13. [ Getting Started: 4 Principles of Social Media ]#3 : Posting• Don’t post just to post, but don’t let your page go stale.• Post when you have breaking news, something for people to do, or something you think they’ll find interesting and want to share• A good rule is 1-3 times a week, and not more than once a day unless it’s urgent• Remember – you are not the most important thing in someone’s newsfeed. It’s very easy to “Unlike” you!• Don’t beat people over the head with asks – make it fun• Keep people on Facebook• Do not post the same thing to every network #CRUSHIQ // @cariegrls
  14. 14. [ Getting Started: 4 Principles of Social Media ]#4: Engage• You cannot create a fan page and walk away. The community will not fend for itself.• Don’t just post what you want to post and ignore feedback.• You must watch the comment strings and “Most Recent” section of your fan page and respond accordingly• Monitor your page daily to delete spam / violations• Watch your unsubscribes, comments, and feedback stats and tailor your content to what people like / dislike• Use polls and questions. Ask people what they think!• Answer and thank everyone. #CRUSHIQ // @cariegrls
  15. 15. [ 20 Social Media Tactics You Should Steal ]1 – Have a Commenting Policy on your Facebook page. #CRUSHIQ // @cariegrls
  16. 16. [ 20 Social Media Tactics You Should Steal ]2 – Answer everyone. #CRUSHIQ // @cariegrls
  17. 17. [ 20 Social Media Tactics You Should Steal ]3 – Read industry publications EVERY DAY. #CRUSHIQ // @cariegrls
  18. 18. [ 20 Social Media Tactics You Should Steal ]4 – Look up your organization on Facebook Causes. #CRUSHIQ // @cariegrls
  19. 19. [ 20 Social Media Tactics You Should Steal ]5 – Set up Google Alerts and Tweetbeep notifications. #CRUSHIQ // @cariegrls
  20. 20. [ 20 Social Media Tactics You Should Steal ]6 – Make every single piece of your content shareable. #CRUSHIQ // @cariegrls
  21. 21. [ 20 Social Media Tactics You Should Steal ]7 – Create a content calendar. #CRUSHIQ // @cariegrls
  22. 22. [ 20 Social Media Tactics You Should Steal ]8 – Develop a custom landing tab for your Facebook page. #CRUSHIQ // @cariegrls
  23. 23. [ 20 Social Media Tactics You Should Steal ]9 – Divide your Facebook page but allow posts by others. #CRUSHIQ // @cariegrls
  24. 24. [ 20 Social Media Tactics You Should Steal ]10 – Set up Tweetdeck columns for related terms. Get REAL serious with dual monitors. #CRUSHIQ // @cariegrls
  25. 25. [ 20 Social Media Tactics You Should Steal ]11 – Participate in and create your own memes. #CRUSHIQ // @cariegrls
  26. 26. [ 20 Social Media Tactics You Should Steal ]12 – Get your executive team on social networks. #CRUSHIQ // @cariegrls
  27. 27. [ 20 Social Media Tactics You Should Steal ]13 – Don’t post too much… or too little. You don’t want to annoy people but you don’t want your page to go stale. Regardless, you should visit your page everyday to answer questions and get rid of spam or content that violates your commenting policy. #CRUSHIQ // @cariegrls
  28. 28. [ 20 Social Media Tactics You Should Steal ]14 – Craft the message for the medium. #CRUSHIQ // @cariegrls
  29. 29. [ 20 Social Media Tactics You Should Steal ]14 – Post a variety of types of content. #CRUSHIQ // @cariegrls
  30. 30. [ 20 Social Media Tactics You Should Steal ]15 – Integrate with your website and email. #CRUSHIQ // @cariegrls
  31. 31. [ 20 Social Media Tactics You Should Steal ]16 – Participate elsewhere on Facebook as your page. #CRUSHIQ // @cariegrls
  32. 32. [ 20 Social Media Tactics You Should Steal ]17 – Close the loop. #CRUSHIQ // @cariegrls
  33. 33. [ 20 Social Media Tactics You Should Steal ]18 – Ask for opinions, experiences, and feedback. #CRUSHIQ // @cariegrls
  34. 34. [ 20 Social Media Tactics You Should Steal ]19 – Be timely. #CRUSHIQ // @cariegrls
  35. 35. [ 20 Social Media Tactics You Should Steal ]20 – Localize your content to make it more relevant. #CRUSHIQ // @cariegrls
  36. 36. [ Final Thought: ]“You may not have time for social media,But social media has plenty of time for your org.” #CRUSHIQ // @cariegrls
  37. 37. [ Thank you! ]clewis@humanesociety.org @cariegrls

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