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Social Media for
Nonprofit CEOs
Farra Trompeter | Big Duck
#SM4CEOs
October 16, 2012
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#SM4CEOs
@Farra
@BigDuck
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Why are you here?
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I write 30 tweets on a Friday, have my E.D.
approve them on a Monday, and then send
them out during the week. That's okay right?
It takes time to see the results from social
media; my boss is upset that money hasn't
come pouring in after just one month.
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I'm tired of him dismissing social media as if it
is irrelevant, why won't he just embrace it?
My CEO thinks that a 21-year old intern is the
only person that can 'do' social media for us.
She doesn't see it as a marketing tool or one
we should invest time or money in.
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Social media is a Social media is
waste of time. integral to our org.
1 2 3 4 5
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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
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“The loss of control
you fear is already in
the past.” –Clay Shirky
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What is social media?
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It’s about reaching and
connecting people
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http://instagr.am/p/nm695/
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How does social
media fit in?
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Reasons Nonprofits Communicate
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Online Engagement Priorities
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Connect channels & measure results
http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531
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Staffing and making
time for it
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Qualities of an effective social
media manager
1. Has a passion for the cause and for
social media
2. Is friendly, patient, and responsive
3. Is creative and detail-oriented
4. Has experience in online communications
5. Reads blogs about social media and
mobile technology
6. Is an early adopter
http://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/
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Qualities of an effective social
media manager
7. Is not overly confident about her social
media skills
8. Thinks like a journalist
9. Is mobile
10. Is willing to mesh his personal life with his
professional life online
11. Takes steps to prevent social media
burnout
http://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/
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http://www.nonprofitsocialnetworksurvey.com
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http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit
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https://en.twitter.com/ifyc
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https://twitter.com/eboopatel
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https://twitter.com/AmberJHacker
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Creating social
media guidelines
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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
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Why create a social media policy?
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What’s in a social media policy?
1. Overview of your social media presence
2. High-level guidance
3. Specific guidelines
4. Conversation guidelines
5. Personal/professional boundaries
6. Tips and how-tos
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http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/
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Think before
you post.
WWNT?
Nana Jewel
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http://www.slideshare.net/tammygordon/aarp-social-guidelines2010
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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
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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
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How other CEOs are
using social media
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http://mashable.com/2011/12/02/social-ceo-infographic/
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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.org
http://mashable.com/2011/09/20/kiva-matt-flannery-social-media/
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http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html
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https://www.facebook.com/WPacelle
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https://www.facebook.com/humanesociety
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https://www.facebook.com/humanesociety/posts/347082252036362
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https://www.facebook.com/profile.php?id=674848566&sk=wall
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https://www.facebook.com/rinku.sen.1232?sk=subscribers&filter=0
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https://www.facebook.com/arc.org
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https://twitter.com/#!/ARC_RinkuSen
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http://www.linkedin.com/pub/rinku-sen/7/334/9a3
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http://www.ifyc.org/about-us/eboo-patel
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https://www.facebook.com/EbooPatel
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http://www.linkedin.com/pub/eboo-patel/2/938/672
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http://en.wikipedia.org/wiki/Eboo_Patel
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http://www.huffingtonpost.com/eboo-patel/
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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
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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
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Resources
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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/
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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/
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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
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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
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Contact Farra
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra
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60.
Contact Big Duck
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bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
slideshare.net/bigducknyc
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