How to Empower Staff to be the
Voice for the Organization
through Social Media
Danielle Brigida, National Wildlife Federat...
#Bridge14
•  The evolving definition of
‘spokesperson’
What we’ll cover today
•  The evolving definition of
‘spokesperson’
•  How social media has changed the
game
What we’ll cover today
#Bridge14
•  The evolving definition of
‘spokesperson’
•  How social media has changed the
game
•  Getting started
What we’ll cover ...
•  The evolving definition of
‘spokesperson’
•  How social media has changed the
game
•  Getting started
•  Ways to empowe...
Who speaks
for your
nonprofit when...
SOURCE: channel17.org
… the media wants a quote?
SOURCE connectioncafe.co
… the board has a question?
SOURCE uwaystan.org
… a donor sends a note?
SOURCE flickr @Alan Light
… a celebrity wants an interview?
… an advocate wants to do more?
SOURCE chooseust.org
… a candidate applies?
SOURCE NWF/publicnewsservice.org
… a crisis happens?
•  Is passionate about your mission
Your ideal spokesperson
SOURCE e-releases
#Bridge14
•  Is passionate about your mission
•  Understands what you do
Your ideal spokesperson
SOURCE e-releases
#Bridge14
•  Is passionate about your mission
•  Understands what you do
•  Trusted to speak with little approval
Your ideal spokesp...
•  Is passionate about your mission
•  Understands what you do
•  Trusted to speak with little approval
•  Will be respect...
•  Is passionate about your mission
•  Understands what you do
•  Trusted to speak with little approval
•  Will be respect...
•  Is passionate about your mission
•  Understands what you do
•  Trusted to speak with little approval
•  Will be respect...
Your staff are your
most passionate
spokespeople
How has social
media changed
the game?
SOURCEAFDG , Flickr
Source:	
  Christopher	
  Michel	
  (Flickr)	
  
SOURCE: NWF.org
SOURCE: https://twitter.com/@ecosoccermom
SOURCE: https://www.linkedin.com/pub/jaime-matyas/b/509/349
SOURCE: NWF.org
Every staff person is a
brand ambassador
Steps to
get started
Review profiles on major networks (start w/
LinkedIn, Twitter, Facebook)
•  Do they list org in bio/about section?
•  Have...
Send a survey to staff
•  Do you use Twitter and/or Facebook?
•  What blogs do you read?
•  Are you engaging in LinkedIn g...
SOURCE: http://www.slideshare.net/tammygordon/
Create social media guidelines
Start small, then roll
out to everyone
Ways to empower
your staff
SOURCE: Fight Colorectal Cancer
Train staff about your brand
Explain your social media goals
and relate
to theirs
Org’s
Goals
Staff’s
Goals
Invite all to contribute content
SOURCE: https://www.facebook.com/ksuzj
SOURCE: https://www.facebook.com/help/459934584025324/
Teach privacy settings
SOURCE: TNT Social Media Guidelines
Share process for comments
Create share-worthy content
SOURCE: WITNESS/@mjmoneymaker | Rockefeller Foundation/Jereme Bivins
SOURCE: Yammer.com
Use tools to share/coordinate
Create a safe space
SOURCE: @sharonstapel
Listen and thank donors
SOURCE: http://tgb.io/nprlife
Recruit by sharing your culture
SOURCE: Pencils of Promise/@itsadambraun
Share the joy
Stay in touch
SOURCE: Mashable
Exhale… Mistakes will happen
Questions?
•  Social Media for Nonprofit CEOs—How
one Executive Director manages it
•  Empower Employees as Brand
Champions in Social...
bigducknyc.com/workshops
facebook.com/bigduck
twitter.com/@bigduck
RSS
bigducknyc.com
facebook.com/nationalwildlife
twitter.com/@nwf
blog.nwf.org
NWF.org
Thank you!
brigidad@nwf.org | @starfocus
farra@bigducknyc.com | @farra 
Don’t forget to visit the
Solutions Showcase!
Many...
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
How to Empower Staff to be the Voice for your Organization Through Social Media
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How to Empower Staff to be the Voice for your Organization Through Social Media

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Slides by Farra Trompeter, Big Duck (www.bigducknyc.com) and Danielle Brigida, National Wildlife Federation (www.nwf.org) delivered at the 2014 Bridge to Integrated Marketing and Fundraising Conference on July 10, 2014.

As communications patterns have shifted to a reality where everyone is the spokesperson for your nonprofit, how you and your colleagues use social media can greatly impact your organization's reputation and relationships with the community.

How to Empower Staff to be the Voice for your Organization Through Social Media

  1. 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. 2. #Bridge14 •  The evolving definition of ‘spokesperson’ What we’ll cover today
  3. 3. •  The evolving definition of ‘spokesperson’ •  How social media has changed the game What we’ll cover today #Bridge14
  4. 4. •  The evolving definition of ‘spokesperson’ •  How social media has changed the game •  Getting started What we’ll cover today #Bridge14
  5. 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. 6. Who speaks for your nonprofit when...
  7. 7. SOURCE: channel17.org … the media wants a quote?
  8. 8. SOURCE connectioncafe.co … the board has a question?
  9. 9. SOURCE uwaystan.org … a donor sends a note?
  10. 10. SOURCE flickr @Alan Light … a celebrity wants an interview?
  11. 11. … an advocate wants to do more?
  12. 12. SOURCE chooseust.org … a candidate applies?
  13. 13. SOURCE NWF/publicnewsservice.org … a crisis happens?
  14. 14. •  Is passionate about your mission Your ideal spokesperson SOURCE e-releases #Bridge14
  15. 15. •  Is passionate about your mission •  Understands what you do Your ideal spokesperson SOURCE e-releases #Bridge14
  16. 16. •  Is passionate about your mission •  Understands what you do •  Trusted to speak with little approval Your ideal spokesperson SOURCE e-releases #Bridge14
  17. 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. 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. 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. 20. Your staff are your most passionate spokespeople
  21. 21. How has social media changed the game?
  22. 22. SOURCEAFDG , Flickr Source:  Christopher  Michel  (Flickr)  
  23. 23. SOURCE: NWF.org
  24. 24. SOURCE: https://twitter.com/@ecosoccermom
  25. 25. SOURCE: https://www.linkedin.com/pub/jaime-matyas/b/509/349
  26. 26. SOURCE: NWF.org
  27. 27. Every staff person is a brand ambassador
  28. 28. Steps to get started
  29. 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. 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. 31. SOURCE: http://www.slideshare.net/tammygordon/ Create social media guidelines
  32. 32. Start small, then roll out to everyone
  33. 33. Ways to empower your staff
  34. 34. SOURCE: Fight Colorectal Cancer Train staff about your brand
  35. 35. Explain your social media goals and relate to theirs Org’s Goals Staff’s Goals
  36. 36. Invite all to contribute content SOURCE: https://www.facebook.com/ksuzj
  37. 37. SOURCE: https://www.facebook.com/help/459934584025324/ Teach privacy settings
  38. 38. SOURCE: TNT Social Media Guidelines Share process for comments
  39. 39. Create share-worthy content SOURCE: WITNESS/@mjmoneymaker | Rockefeller Foundation/Jereme Bivins
  40. 40. SOURCE: Yammer.com Use tools to share/coordinate
  41. 41. Create a safe space
  42. 42. SOURCE: @sharonstapel Listen and thank donors
  43. 43. SOURCE: http://tgb.io/nprlife Recruit by sharing your culture
  44. 44. SOURCE: Pencils of Promise/@itsadambraun Share the joy
  45. 45. Stay in touch
  46. 46. SOURCE: Mashable Exhale… Mistakes will happen
  47. 47. Questions?
  48. 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. 49. bigducknyc.com/workshops
  50. 50. facebook.com/bigduck twitter.com/@bigduck RSS bigducknyc.com
  51. 51. facebook.com/nationalwildlife twitter.com/@nwf blog.nwf.org NWF.org
  52. 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 4  

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