1.
How to Empower Staff to be the
Voice for the Organization
through Social Media
Danielle Brigida, National Wildlife Federation
Farra Trompeter, Big Duck
#Bridge14

2.
#Bridge14
• The evolving definition of
‘spokesperson’
What we’ll cover today

3.
• The evolving definition of
‘spokesperson’
• How social media has changed the
game
What we’ll cover today
#Bridge14

4.
• The evolving definition of
‘spokesperson’
• How social media has changed the
game
• Getting started
What we’ll cover today
#Bridge14

5.
• The evolving definition of
‘spokesperson’
• How social media has changed the
game
• Getting started
• Ways to empower your staff
What we’ll cover today
#Bridge14

6.
Who speaks
for your
nonprofit when...

7.
SOURCE: channel17.org
… the media wants a quote?

8.
SOURCE connectioncafe.co
… the board has a question?

9.
SOURCE uwaystan.org
… a donor sends a note?

10.
SOURCE flickr @Alan Light
… a celebrity wants an interview?

11.
… an advocate wants to do more?

12.
SOURCE chooseust.org
… a candidate applies?

13.
SOURCE NWF/publicnewsservice.org
… a crisis happens?

14.
• Is passionate about your mission
Your ideal spokesperson
SOURCE e-releases
#Bridge14

15.
• Is passionate about your mission
• Understands what you do
Your ideal spokesperson
SOURCE e-releases
#Bridge14

16.
• Is passionate about your mission
• Understands what you do
• Trusted to speak with little approval
Your ideal spokesperson
SOURCE e-releases
#Bridge14

17.
• Is passionate about your mission
• Understands what you do
• Trusted to speak with little approval
• Will be respected and can stay calm
Your ideal spokesperson
SOURCE e-releases
#Bridge14

18.
• Is passionate about your mission
• Understands what you do
• Trusted to speak with little approval
• Will be respected and can stay calm
• Speaks clearly and simply
Your ideal spokesperson
SOURCE e-releases
#Bridge14

19.
• Is passionate about your mission
• Understands what you do
• Trusted to speak with little approval
• Will be respected and can stay calm
• Speaks clearly and simply
• Is generally available
Your ideal spokesperson
SOURCE e-releases
#Bridge14

20.
Your staff are your
most passionate
spokespeople

21.
How has social
media changed
the game?

22.
SOURCEAFDG , Flickr
Source:
Christopher
Michel
(Flickr)

23.
SOURCE: NWF.org

24.
SOURCE: https://twitter.com/@ecosoccermom

25.
SOURCE: https://www.linkedin.com/pub/jaime-matyas/b/509/349

26.
SOURCE: NWF.org

27.
Every staff person is a
brand ambassador

28.
Steps to
get started

29.
Review profiles on major networks (start w/
LinkedIn, Twitter, Facebook)
• Do they list org in bio/about section?
• Have they ever shared your content?
• Do they use each channel “well”?
• Is their ‘personality’ aligned w the org?
Conduct an audit
#Bridge14

30.
Send a survey to staff
• Do you use Twitter and/or Facebook?
• What blogs do you read?
• Are you engaging in LinkedIn group
discussions?
• Do you like to share images on
Pinterest or Instagram?
Find your internal evangelists
SOURCE Social Media Today
#Bridge14

31.
SOURCE: http://www.slideshare.net/tammygordon/
Create social media guidelines

32.
Start small, then roll
out to everyone

33.
Ways to empower
your staff

34.
SOURCE: Fight Colorectal Cancer
Train staff about your brand

35.
Explain your social media goals
and relate
to theirs
Org’s
Goals
Staff’s
Goals

36.
Invite all to contribute content
SOURCE: https://www.facebook.com/ksuzj

37.
SOURCE: https://www.facebook.com/help/459934584025324/
Teach privacy settings

38.
SOURCE: TNT Social Media Guidelines
Share process for comments

39.
Create share-worthy content
SOURCE: WITNESS/@mjmoneymaker | Rockefeller Foundation/Jereme Bivins

40.
SOURCE: Yammer.com
Use tools to share/coordinate

41.
Create a safe space

42.
SOURCE: @sharonstapel
Listen and thank donors

43.
SOURCE: http://tgb.io/nprlife
Recruit by sharing your culture

44.
SOURCE: Pencils of Promise/@itsadambraun
Share the joy

45.
Stay in touch

46.
SOURCE: Mashable
Exhale… Mistakes will happen

47.
Questions?

48.
• Social Media for Nonprofit CEOs—How
one Executive Director manages it
• Empower Employees as Brand
Champions in Social Media
• Employment Branding: The NPR Case
http://bit.ly/SocialStaff
Resources
#Bridge14

49.
bigducknyc.com/workshops

50.
facebook.com/bigduck
twitter.com/@bigduck
RSS
bigducknyc.com

51.
facebook.com/nationalwildlife
twitter.com/@nwf
blog.nwf.org
NWF.org

52.
Thank you!
brigidad@nwf.org | @starfocus
farra@bigducknyc.com | @farra
Don’t forget to visit the
Solutions Showcase!
Many of the ideas discussed today are on
display at the
Solutions Showcase!
#Bridge1
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