Social media deﬁnes the activities
that integrate technology, social
interaction and the sharing of
words, images, video and audio.
In other words…
Social media is a
takes place online.
It’s a conversation
more people are
joining every day.
People like this guy.
• By 2010, millenials will outnumber
• $350 billion in spending power
• Spend over 16 hours a week online
• 96% have joined a social network
• They care about what their friends
think and what they like, not traditional
marketing and ads
UniversalMcCan Comparative Study on Social Media Trends
“Consumer 2.0” by Mr.Youth and RepNation Media
And people like her.
• 41% of babyboomers have
visited a social networking site
• +55 Women fastest growing
demographic on Facebook
• More stable, dependable
“The Fasted Growing Demographic on Facebook”
Social media is...
Conversations are easy.
Why is social media hard?
You may not have a social media plan.
But you certainly use media.
What channels do you currently use?
Ask yourself questions...
What tone do these channels convey?
Who are my intended targets?
Am I reaching my intended targets?
Do these channels reﬂect our mission?
What overall message does my brand
Where do these channels fall short?
Are there people we should target
Online, are we passive participants or
Goodwill of DC asked questions…
• Discovered their current messaging
wasn’t targeting people like her (young
women interested in vintage fashion)
• Shame, considering Goodwill has
great deals on vintage wear
• Created a social media plan that
targeted these women and gave
Goodwill a hipper image
• More on Goodwill later
Asking questions reminds you who you
are and who you want to be.
It also indicates how social media can be
used to complement your overall
Let’s get a closer look…
What attitudes deﬁne me and my issues?
What sites have the most activity related
to my organization?
What kind of people do the most posting?
What other organizations and issues are
these people connected to?
What kind of negative comments or
What will you discover?
Better understanding of your brand
Online communities you should join
Targets and inﬂuencers you should engage
Values you should promote
Attitudes you should change
Descriptions of individuals that
represent your target.
They’re not real people.
Just archetypes that represent
Help you identify potential character
traits, personalities, habits and
attitudes of your target.
This helps you create a social media
plan of ideal scope and size.
Create personas through listening.
But this time, not just online.
Interview stakeholders in person...
Where do you go online?
How much time do you spend there?
Do you comment?
Do you initiate online conversations?
What social networks do you use?
Would you feel comfortable if our
organization joined you online?
Social media tools aren’t really fee.
They cost time.
lots of time.
How many hours and how many people
can I devote to implementing
a social media plan?
Take note of…
Size and technical experience of staff
Volunteer base (long-term vs short term)
Time staff members can devote
to social media
Content already produced that can be used
on social media sites
This makes your social media plan…
And not the source
of tears and anguish
You know your target.
You know your resources.
Now, what do you want to achieve?
Do you want to…
Build better relationships?
Raise awareness about your cause?
Increase website trafﬁc?
Build up your base?
Inspire people to action?
Keep track of goals with
added to email ﬁle
linked to you
Increased webpage hits Content of keywords
Set benchmarks based on
We want (n) positive
comments per week on Twitter.
We want $(n) from our charity mall.
We want (n) pagerank by a certain date.
We want (n) people to sign our petition.
Never stop using them to…
Find conversations to join
Track responses to your
social media activity
Discover what messaging
works, what doesn’t
After you listen, re-evaluate your
strategy and focus on what’s
Consider dropping what isn’t.
• Susan Reynolds started a blog
chronicling her battle with breast cancer
• Once, she used frozen peas to lessen
swelling after a biopsy and posted a pic
on her blog and Twitter
• Community saw it as a light, human
touch to tragedy
• Attracted to the powerful, unique
• Enter the Frozen Pea Fund
• Sought to promote humor and
optimism while ﬁghting cancer
• Integrated Twitter, Flickr,
Second Life network
• Raised > $7k in ﬁrst month
• Wouldn’t have happened
without listening/ re-inventing
Social media may be here to stay.
But the tools are temporary.
• First big online social network
• Founded in 2002
• Gained 3 million members in
ﬁrst few months
• Quickly lost out to MySpace,
• Now only popular in Asia