Using social media in your nonprofit


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Presentation for Souther Maryland Nonprofits

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  • List them out!
  • From Peter Brinkerhoff:Using one line, turn this into 6
  • Peter Brinkerhoff talked about a generational difference between Baby Boomers and Gen @. BB: tend to “cover your work” and protective of their “stuff” Gen@ they have been born into a connected world where constant connectivity is expected.Social Media typifies this exactly! How many baby boomers fear what will happen if something bad is said?
  • Talk about how Social Media does require staffing and for staff to understand its purpose, with most Gen@s you don’t need to convince; it’s the older folk that need this convincing.Technology should part of the strategic plan, so how can social media help your org achieve your mission?
  • On the left is what you need to consider for measuring impact.On the right is a suggested place to start.Maryland Nonprofits just started to keep track of this info as of 2/18/11:Total Likes on Facebook (433) with active unique users (348)LinkedIn group members (55)Tweets for the month (6), and number of followers (3,045).
  • 2/16/2011: The Red Cross managed to turn a PR disaster into a fundraising opportunity.  All because they’ve built relationships with their network over the past few years, swift action, and knowing how to deal with mistakes.  The Red Cross admitted on its blog that it accidentally tweeted something that was intended for a personal account, not the institutional account.   That Tweet, out in the wild for about an hour,  did not go unnoticed by Twitter followers, Beer bloggers, and, of course, Wendy Harman at the Red Cross who got awakened in the middle of the night with a call from a staff person in Chicago wanting to know about the Tweet.Thinking quickly, they did disaster recovery on the rogue Tweet.  Deleting the tweet, and replacing it with the one below.While it was out in the wild, DogFish Beer (the subject of the original tweet) acknowledged the incident by asking fans to donate to the Red Cross on Twitter.    Given the response from its network (and DogFish Beer), the Red Cross turned this mistake into fundraiser.    They again thanked their fans for their understanding that a 130 year old humanitarian organization is made up of humans and helping them turn their faux pas into something good.    Using humor again, here’s their fundraising pitch:Please join Dogfish Head Craft Brewery in raising money for the American Red Cross.If you’re interested in donating a pint, please click here to learn more about Red Cross blood drives. Note: Alcohol can often make you more dehydrated. Dogfish Head recommends not drinking immediately before or after donating!The mistake turned into a fundraiser also attracted a lot of attention and traffic to their site according to the Chronicle of Philanthropy.  The hashtag #gettingslizzerd, a reference to drinking too much, trended on Twitter.Twitter (and other social media) mistakes are going to happen.  What can you learn and put into practice to mitigate the results?
  • Using social media in your nonprofit

    1. 1. Using Social Media @ your Nonprofit:Just Do It!<br />No apologies to Nike. <br />They did a masterful job at branding themselves.<br />
    2. 2. How many of you are:<br />Personally:<br />On Facebook?<br />Using Twitter?<br />Watching YouTube?<br />On LinkedIn?<br />Professionally:<br />On Facebook?<br />Using Twitter?<br />Watching YouTube?<br />On LinkedIn?<br />
    3. 3. Why?OrWhy Not?<br />
    4. 4. Exercise<br />IX<br />
    5. 5. “Old” vs. “New” Media<br />
    6. 6. What Social Media IS<br />Conversation<br />Commenting<br />Community<br />Collaboration<br />Contribution<br />Sharing<br /><br />
    7. 7. What Social Media IS NOT<br />Easy<br />THE Solution<br />List Building<br />“Set it & forget it”<br />Short term<br />[Just] about ROI<br /><br />
    8. 8. Social Media will affect your nonprofit in bold new ways!<br />
    9. 9. Community Building <br />& Social Networking<br /># of hours/ week<br />Generate Buzz<br />Share Content<br />Participate<br />Listen<br /># of weeks<br /><br />Social Media Strategy <br />
    10. 10. <ul><li> Start with followers &</li></ul> fans<br /><ul><li> Progress to retweets, </li></ul> & posts<br /><ul><li> Track influence through</li></ul><br /><ul><li> Use Facebook Insights
    11. 11. Track donations &</li></ul> contributions<br />ROI:<br />How to measure?<br />Should you measure?<br />What to measure?<br />Read Beth’s Blog for more on Measuring Impact of your social media efforts!<br /><br />
    12. 12. Facebook Insights<br />
    13. 13. Twitalyzer<br />
    14. 14. Are you ready to hear “everything” about your nonprofit?<br />
    15. 15.
    16. 16. What to do if you Get “Slizzerd”<br /><br />
    17. 17. “Crisis” communications <br />You can’t hide or not respond  <br />Act Quickly<br />Admit your mistake and humanness<br />Use Humor When Appropriate<br />Build Your Network Before You Need It<br />Employees Should Use Different Twitter Apps for Personal/Organizational<br /><br />
    18. 18. Now…let’s talk:<br />
    19. 19. My info:<br />Craig Weinrich<br />Director of Membership<br />Maryland Nonprofits<br /><br /><br />443.438.2312<br />Twitter:<br />Weinrichc<br />Mdnonprofits<br /><br />Slideshare: craigweinrich<br />