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Social Media forNonprofit CEOs Farra Trompeter | Big Duck #SM4CEOs October 16, 2012 bigducknyc.com

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bigducknyc.com

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#SM4CEOs@Farra@BigDuck bigducknyc.com

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Why are you here? bigducknyc.com

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I write 30 tweets on a Friday, have my E.D.approve them on a Monday, and then sendthem out during the week. Thats okay right?It takes time to see the results from socialmedia; my boss is upset that money hasntcome pouring in after just one month. bigducknyc.com

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Im tired of him dismissing social media as if itis irrelevant, why wont he just embrace it?My CEO thinks that a 21-year old intern is theonly person that can do social media for us.She doesnt see it as a marketing tool or onewe should invest time or money in. bigducknyc.com

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Social media is a Social media iswaste of time. integral to our org. 1 2 3 4 5 bigducknyc.com

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What I hope you will learn today• What social media are• How to think about a social media strategy• Understand who should staff it and how much time it takes• Elements of social media guidelines• How your peers use social media bigducknyc.com

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“The loss of controlyou fear is already inthe past.” –Clay Shirky bigducknyc.com

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What is social media? bigducknyc.com

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It’s about reaching andconnecting people bigducknyc.com

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http://instagr.am/p/nm695/ bigducknyc.com

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How does socialmedia fit in? bigducknyc.com

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bigducknyc.com

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Reasons Nonprofits Communicate bigducknyc.com

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Online Engagement Priorities bigducknyc.com

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Connect channels & measure results http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531 bigducknyc.com

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Staffing and makingtime for it bigducknyc.com

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Qualities of an effective socialmedia manager1. Has a passion for the cause and for social media2. Is friendly, patient, and responsive3. Is creative and detail-oriented4. Has experience in online communications5. Reads blogs about social media and mobile technology6. Is an early adopterhttp://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/ bigducknyc.com

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Qualities of an effective socialmedia manager7. Is not overly confident about her social media skills8. Thinks like a journalist9. Is mobile10. Is willing to mesh his personal life with his professional life online11. Takes steps to prevent social media burnouthttp://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/ bigducknyc.com

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http://www.nonprofitsocialnetworksurvey.com bigducknyc.com

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http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit bigducknyc.com

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https://en.twitter.com/ifyc bigducknyc.com

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https://twitter.com/eboopatel bigducknyc.com

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https://twitter.com/AmberJHacker bigducknyc.com

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Creating socialmedia guidelines bigducknyc.com

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Let go. • You never had complete control over your message • The conversation is happening, with or without you! • Mistakes will happen bigducknyc.com

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Why create a social media policy? bigducknyc.com

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What’s in a social media policy?1. Overview of your social media presence2. High-level guidance3. Specific guidelines4. Conversation guidelines5. Personal/professional boundaries6. Tips and how-tos bigducknyc.com

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http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/ bigducknyc.com

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Think beforeyou post.WWNT? Nana Jewel bigducknyc.com

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http://www.slideshare.net/tammygordon/aarp-social-guidelines2010 bigducknyc.com

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Tips for successful guidelines• Strike a friendly tone• Encourage experimentation & questions• Try to keep guidelines open-ended where possible, rather than restrictive• Appoint one or two people to manage• Keep your audiences in mind—what do they expect from you bigducknyc.com

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Involve your staff• Identify a go-to person for questions• Conduct surveys/interviews to get feedback, assess interest, etc.• Share draft policy in a staff meeting and invite feedback/questions• Provide trainings on privacy settings, tools, etc.• Include in staff orientation bigducknyc.com

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How other CEOs areusing social media bigducknyc.com

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http://mashable.com/2011/12/02/social-ceo-infographic/ bigducknyc.com

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“My personal mission for engaging in social media spaces is to help spark thoughtful conversation and ignite action. Both will lead to positive change in the world, and I truly believe that is the best possible use for the power of social media.” - Matt Flannery, CEO, Kiva.orghttp://mashable.com/2011/09/20/kiva-matt-flannery-social-media/ bigducknyc.com

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http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html bigducknyc.com

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https://www.facebook.com/WPacelle bigducknyc.com

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https://www.facebook.com/humanesociety bigducknyc.com

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https://www.facebook.com/humanesociety/posts/347082252036362 bigducknyc.com

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https://www.facebook.com/profile.php?id=674848566&sk=wall bigducknyc.com

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https://www.facebook.com/rinku.sen.1232?sk=subscribers&filter=0 bigducknyc.com

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https://www.facebook.com/arc.org bigducknyc.com

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https://twitter.com/#!/ARC_RinkuSen bigducknyc.com

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http://www.linkedin.com/pub/rinku-sen/7/334/9a3 bigducknyc.com

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http://www.ifyc.org/about-us/eboo-patel bigducknyc.com

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https://www.facebook.com/EbooPatel bigducknyc.com

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http://www.linkedin.com/pub/eboo-patel/2/938/672 bigducknyc.com

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http://en.wikipedia.org/wiki/Eboo_Patel bigducknyc.com

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http://www.huffingtonpost.com/eboo-patel/ bigducknyc.com

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Parting tips for CEOs• Make time for it: Start by listening 15 minutes/day• Get a mentor: Ask for help• Experiment: Pick one channel to start with• Be yourself: Share your POV and your passion• Privacy: Check your settings (again)• Turn it off: It’s okay to have ‘down’ time bigducknyc.com

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Parting tips for organizations• Map out a strategy: Set goals and find your community• Create guidelines: Help your team understand how and why• Rethink staffing: Put the right people in place• Allocate time: Start 30-60 min/day• Use your brand: Let positioning and personality guide content bigducknyc.com

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Resources bigducknyc.com

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Resources• Nonprofit Technology Network www.nten.org• Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-media- decision-guide• Nonprofit Social Media Policy Workbook http://www.idealware.org/reports/nonprofit-social- media-policy-workbook• NPower http://www.npower.org/ bigducknyc.com

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Articles and Reports• Social Media for Nonprofit CEOs—How one Executive Director Manages it http://www.bigducknyc.com/blog/• Nonprofit CEOS and the Network Mindset http://www.bethkanter.org/goodwill-sf-ceo/• 5 Big Reasons CEOs Should Get Social http://mashable.com/2011/12/02/social-ceo- infographic/• Nonprofit Social Network Report http://www.nonprofitsocialnetworksurvey.com• Social Media Posting Guide http://topnonprofits.com/posting-guide/ bigducknyc.com

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Books• Social Media for Social Good: Heather Mansfield http://nonprofitorgs.wordpress.com/book/• Measuring the Networked Nonprofit: Beth Kanter, Katie Delahaye Paine http://amzn.to/QhRCpy• Open Leadership: Charlene Li http://www.amzn.com/0470597267• The Social Organization: Anthony Bradley, Mark McDonald http://www.amzn.com/1422172368• Humanize: Jamie Notter, Maddie Grant http://www.amzn.com/0789741121 bigducknyc.com

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Blogs• http://bigducknyc.com/blog• http://nonprofitorgs.wordpress.com• http://www.socialbrite.org• http://www.bethkanter.org• http://www.nten.org/blog• http://www.frogloop.com• http://www.johnhaydon.com• http://amysampleward.org• http://www.communityorganizer20.com bigducknyc.com

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Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra bigducknyc.com

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Contact Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck slideshare.net/bigducknyc bigducknyc.com

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bigducknyc.com