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Social Media For Organizations

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Presentation prepared for NSSR on June 5, 2009. More info and further reading: http://www.deannazandt.com/presentations/nssr/

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Social Media For Organizations

  1. 1. Social Media for Organizations Deanna Zandt June 4, 2009 http://deannazandt.com/
  2. 2. Moments in communication history
  3. 3. History needs you
  4. 4. But what is social media? The old way…. Muy Importante Pretty Also kind of important important Everyday Everyday Everyday person person person
  5. 5. But what is social media? The new way….
  6. 6. Why did this change? • Original intention of the web: Read/write web • Expectations of users have shifted – Grazers of information – Creators/collaborators of content
  7. 7. What does this mean for my org? • Consistent with our values of empowerment, community – open, participatory, democratic, and accountable • Create loyalty and community by connecting • True value: 2% of 10,000 on a list versus 200 dedicated followers/friends
  8. 8. Social capital access to ideas connections and talent the saved up reputation access to resources influence accomplishments “potential” access to further resources Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/
  9. 9. Authenticity is key • Your org has a unique voice and presence; be yourself • Tremendous value is placed on the “gift economy;” one-way streets go nowhere
  10. 10. So how do I…?
  11. 11. Facebook • What’s everyone else up to on Facebook? • According to Non Profit Social Network Survey, 80% of respondents have a staff person dedicating 25% of their time to social media • 40% have raised money, BUT: a good chunk have raised less than $500 in last year • It's still all about building relationships, telling your story, and taking potential donors through the process of cultivation, stewardship and solicitation (Betsy Harman, http://is.gd/Odkj)
  12. 12. Facebook • Groups versus Pages – Groups are good for personal communications, or smaller issue/action needs – Pages are good for larger organizations, brand identities
  13. 13. Facebook • Causes! – Help spread the word – Measure success through awareness, not dollars – Majority of Facebookers are younger still – Build an identity Credit: Beth Kanter and Allison Fine http://is.gd/Odkj
  14. 14. Twitter • Get the word out, sure, BUT… • Get buy-in or advice on new projects • Share others’ info relevant to your work • Find like-minded folk • Connect with media
  15. 15. Blogging • What's the purpose of your organization's blog? • And your organizational web site isn't enough because ...? • Who will write for the blog? • What is the voice? • How often will you post? • What happens if something controversial comes up, how does your blog react? Credit: Beth Kanter . http://is.gd/OeIY
  16. 16. To sum up • Don’t reinvent the wheel • Focus on organization’s goals, not tech • Be open to collaborating with your users, but you don’t have to sacrifice your overall editorial control or voice • Experiment with your users, have fun
  17. 17. the end! Deanna Zandt, http://deannazandt.com/about Further reading: http://www.deannazandt.com/presentations/nssr

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