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Intro to social media


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Intro presentation given to volunteer coordinators for non-profits. Volunteer Connect. March 14, 2012.

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Intro to social media

  1. 1. INTRO TO SOCIAL MEDIAFOR NON-PROFITS Workshop for Volunteer Connect March 14, 2012 Colleen Miller
  2. 2.  Overview  Definition, Types  Demographics D A  Major Players E NUP G -  Twitter  FacebookA HE LINE  Google+ T  LinkedIn  Tools, Tips, Techniques  Resources
  3. 3. QUICK POLL • What social media networks are you using? • Or which ones would you like to be? • What are your success factors? • Or what would you like your results to be?
  4. 4. SOCIAL MEDIADefinition: Using communications technologies (Web & mobile) to engage in interactive conversations and share information. Social media is not a fad or trend. With increased access to the Web and use of mobile phones and tablets – social media continues to grow. It’s now an ingrained part of how people relate, socialize, volunteer and work together.
  5. 5. KINDS OF SOCIAL MEDIAThere are multiple social media sites, with numerous activities.  Blog platforms (Tumblr, WordPress, TypePad)  Social bookmarking (StumbleUpon, Reddit, Delicious)  Question-and-answer sites (Quora)  Forums / Collaboration (Google)  Music (Pandora, Spotify, iTunes)  Gaming (Zyna)  Documents / Content (SlideShare, Scribid)  Video (Vimeo, YouTube)  Photo – (Flickr, Photobucket)  Location – (Foursquare)  Social networks – (Facebook, Google+, LinkedIn)  Twitter ecosystem – (Twitter, Twitpic)
  6. 6. A SNAPSHOT One Minute on Web: Every 60 seconds in social media, two million videos are viewed on YouTube, 700,000 messages are delivered by way of Facebook, 175,000 tweets are generated, and 2,000 Foursquare check-ins tell the world where we are.* Venture Beat
  7. 7. WHY SOCIAL MEDIA?Changing Society Pew Internet & American Life Project* finds:  Fully 65% of adult Internet users now say they use a social networking site like MySpace, Facebook or LinkedIn, up from 61% one year ago. This marks the first time in Pew Internet surveys that 50% of all adults use social networking sites. (Aug. 2011)  14% of users say that connecting around a shared hobby or interest is a major reason they use social media. (Nov. 2011)  Internet users over age 50 (especially women) flocking to social media (Aug 2010)*
  8. 8. WHY SOCIAL MEDIA?Changing Demographics Millenials*  Born between 1978-1992.  Grown up with MTV, blogs, Facebook & MySpace, texting.  Volunteerism required in middle and high school – teen volunteerism doubled between 1989 -2005; college volunteerism increased 20% between 2002 -2005.  But different in approaching volunteerism and activism – inconsistent or intermediated.*Source: The Networked Nonprofit, Beth Kanter & Allison H. Fine.
  9. 9. L D OR W E TH G E E R AT CH AN I TT T E RS THT W C HA R AC 40 1
  10. 10. TWITTER History – SMS/Text Timely! 140 Characters (includesspaces & punctuation) Links URL Shorteners –tiny.url, or twitter itself Content: quick updates,reminders, sharing links, newsarticles, events, organizing withvolunteers, contests.Visit Twitter’s About PageVideo
  11. 11. TWITTER TERMS Tweets – Messages You Sent. Following – People You Follow (Subscribe to). Followers – People Who Follow You (Get Your Tweets). Lists – Groups of People on Twitter that You Follow – Could Arrange by Topic. Hashtag – “#” followed by a keyword, such as #nonprofit or #mercercounty. Mentions – someone used your twitter name, eg. @cmiller237 wrote a great article. Retweets or RT – to republish someone’s tweet, uses their twitter name. Reply – uses someone’s twitter name (public). Follow Friday #FF – suggest folks to follow in a topic or good content . DM – Direct Message between people who follow each other.
  12. 12. EXAMPLE
  13. 13. TWITTER TIPS Profile blurb – use authoritative keywords. Expert approach – tweet more than your own organization. Build audience using #hashtags, RTs, #FF, Lists, @Mentions. Integrate into your website and off-line promotions, communications. Conferences/Events – set up a hashtag, have someone tweet during event or keynote. Photos: Twitpics/Instagram. – pulls together a Twitter list into a readable daily blast. Twitter chats
  14. 14. LISTENING
  15. 15. QUICK POLL How could you use Twitter to organize volunteers? How could you use Twitter to recruit volunteers?
  16. 16. O K B OA C E G OR ILLF AE 800 H -LB T
  17. 17. FACEBOOK History Currently has > 800 million users worldwide Individual use (Listening first) Groups, Events Organizational “Fan” page? (Create a page)  Use it to communicate with existing volunteers, donors  Use it to find new volunteers  Use it to support events  Build “likes” - Integrate into website, offline materials  Use Facebook “Insights” for stats
  18. 18. FACEBOOK Content on FB is about engagement. Update regularly. Not as frequent as Twitter. Ask questions, respond. Share links but add opinions, thoughts. Not just your newsletter re-hashed! Photos, videos add interest. Think brand building – use your logo, colors. Could use FB to offer graphics, banners, quotes. Customize your landing page. (Advanced) Ads – if you have budget, very effective at targeting.
  21. 21. MY FACEBOOK “WALL”
  22. 22. RESOURCESHow to set up a non-profit page*A Beginner’s Guide to Facebook for Non-Profits* In the new profile, use Admin Panel to find out about your Facebook page. “Insights” is where you will find you stats. *Source – Wild Apricot for Guides
  23. 23. QUICK POLL Do you have a Facebook page? How do you or would you use it? Name 3 things that might be added to a Facebook page.
  24. 24. GOOGLE+ Opened its business, org pages in November ’11. Similar to Facebook, with better control of sharing. Use to share content, converse with your followers. Why is Google+ important? Google adding to search (SEO). Circles – Used to manage followers by circles, getting included in influential circles gets you followers. Hangouts – Quick way to do webinars, meetings. Caveat – Tied into a lot of Google products, tread carefully.
  25. 25. LINKEDIN Largley Professional Networking. Set up a Profile. Join Professional Groups or Set Up a Group:  Ask questions.  Offer answers.  Share news related to your interests.  Contact people.  Manage and moderate, make it helpful, not spammy.
  26. 26. MANAGING SOCIAL MEDIANarrow focus – Think ROI.Audience Research.52 Small Changes: One Year to a Happier, Healthier You - 1 small change per week.Habits - Examples – Healthy Eating, Exercise, even Brushing Your Teeth.Changing workflow, then it’s established as a habit.
  27. 27. TIMING TWEETS, POSTSHubSpot* Marketing – Research Data Twitter  Population on Twitter – 50 % East Coast.  Retweets – 2 pm – 5 pm. Late in day & week most Retweets.  Click through rates increase with volume – Tweet more!  Click through rates better with spacing - But don’t crowd your content. Facebook  Sharing increases on the weekend. Blogging  Publish on weekend for comments.*Source:
  29. 29. FREQUENCY CHARTSocial Media Staffer A Staffer BTwitter 5 Per Day 10 Per DayFacebook 2 Per Day 1 Per DayGoogle+ 1 Per Day 2 Per DayLinkedIn 2 Per Week 1 WeekEvery organization is different. This is an example schedule. Tomanage your Social Media, trying to be more active on Twitter,less so on FB, Google+ and LinkedIn. Tie workflow into otheractivities, such as Web site or email updates. As you buildfollowers, more activity and commenting is certainly required.
  30. 30. BUILDING AUDIENCES Be timely. Use Social Media tools appropriately. Be human, responsive and have a voice. Use offline/online tools to promote, promote (and sharing tools to your Website, e.g. AddThis). Be judicious about donation requests (donors don’t want to be thought of as ATMs). Connect to other news channels Websites, email blasts, email newsletters. Use your analytics to measure progress. Experiment - it’s OK to be incremental. Start for social/personal and move to professional use.
  31. 31. QUICK POLL  What does your management/leadership think of Social Media?  How many of you have a President/CEO who blogs, Tweets, Facebooks?  How many personally visit social networks daily? Multiple times per day?
  32. 32. YOUTUBEVideo Killed the Radio Star! 1 Billion Views per Day in 2009; 4 Billion Views per Day in 2011. Videos can be effective in telling your story. Production quality is up to you. Short clips are voraciously consumed and perfect for watching a wide variety of content.
  33. 33. PINTEREST Pinterest ( - Virtual Visual Bulletin Boards, Sharing*Source: Monetate. Also Bookmarking sites: Delicious, Reddit, StumbleUpon
  34. 34. QUESTIONS/WRAP UPColleen - TwitterSources identified in slidesPhoto Images in this presentation are from Microsoft Free Clip Art.Logos, screen shots are property of social media sites, used for illustration only