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How NGOs can use Social Media


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Social media is a great tool that civil society organizations can use to communicate with their audience, market their services, connect with their networks or improve the way they work and promote their social development agenda. The key features of social media are participation and interaction, connecting people and providing the tools necessary to have a conversation - all important components of NGOs’ day-to-day work. This workshop looks at how the strategic use of social media helps civil society organizations reach new people, adds value to mission-driven work, supports goals to build a movement around a core advocacy issue, improves customer service or programmes, reaches new donors, and raises awareness of a nonprofit brand around the world.

Published in: Technology, Business

How NGOs can use Social Media

  1. 1. How NGOs can use Social Media United Nations Department of Social and External Affairs 19 March 2010 Farra Trompeter @farra *
  2. 2. What is social media?
  3. 3. It’s about reaching and connecting people
  4. 4. traditional media social media Encyclopedia Wikipedia Brittanica New York Times TechCrunch Print newsletter eNewsletter, Twitter, Facebook
  5. 5. numbers-video/
  6. 6. Why should my NGO care?
  7. 7. Maybe you shouldn’t… Social media is not… •  Free •  A silver bullet for fundraising •  An opportunity to control your message •  An opportunity to tell everyone what you think •  Inherently appealing and cool to millenials •  An alternative to clear messaging/mission
  8. 8. That said… Social media is… •  Pretty low cost •  Growing by leaps and bounds •  An opportunity for conversation •  A great way to reach certain audiences •  A complement to the messages you’re sharing through other channels
  9. 9.
  10. 10. Average social network user = 37 Feb 2010
  11. 11.
  12. 12.
  13. 13.
  14. 14. Why do people participate? •  Keeping up with friendships •  Making new friends •  Succumbing to social pressure from existing friendships •  Paying it forward •  The altruistic impulse •  The prurient impulse •  The creative impulse •  The validation impulse •  The affinity impulse Source: Groundswell (book)
  15. 15. How do people participate?
  16. 16. How do people participate?
  17. 17. How do people participate?
  18. 18. Great! So now what do I do?
  19. 19. Start by listening © robertcarlsen
  20. 20. Listening Online Set up Google alerts, Technorati search, Twitter search, etc. •  Your name and people connected to your organization •  Your organization’s name •  Program or event names •  Peer/competitor names and program/event names •  Your tagline or other key phrases •  URL for any web properties (main website, blog) •  Related issues/topics •  Common misspellings Source: Beth’s Blog, Beth Kanter
  21. 21. Select the tools based on goals + audience, and what you can manage. © BoomeraATV
  22. 22. india.html
  23. 23. Managing Social Media
  24. 24. Be nice, share, and say thank you. © OMP Production
  25. 25. should be more conversation, less marketing
  26. 26. If you want people to care, make it about them… not you!
  27. 27. Help the community connect. © parentprojectmd
  28. 28. Bring all your online communications together. ©
  29. 29. Expand your definition of success •  Increased awareness of your cause •  Shift in your org’s reputation •  New and repeat program participants, activists, donors •  Increased requests for your programs •  Pageviews/clicks/comments/fans/etc. •  New email addresses/contact info •  Signatures/actions taken •  Dollars raised •  Mentions online
  30. 30. Example
  31. 31. Resources
  32. 32. Resources • NTEN: We Are Media • Social Technographics • Beth’s Blog: Social Media and NGO/CSR Workshop in India • Frog Loop: Build Your Own Listening Dashboard • Using Social Media To Meet Nonprofit Goals • Nonprofit Social Media Benchmark Study
  33. 33. Let’s stay in touch
  34. 34. Thanks! © Jeremy Crow