BEYOND TRANSACTIONAL MEASUREMENTThe Squishy Realm of Non-Proﬁt Social Media Engagement
NON-PROFITSCan be fully fundedMay have operating unitsCan be: religious, educational, charitable, scientiﬁc,literary, charitable or non-charitable
KNOWLEDGEWORKSAn operating foundation with 3 national subsidiariesNational and State advocacy teamsDeep history of social justice and thought leadership6 brands 2 divisions each with their own social mediareal estate (Twitter, Pinterest, LinkedIn,YouTube, Blog,etc.)
WHAT’S YOUR MEASURE?If you are not in the business of raising money?If your product is non-transactional?
SUCCESS IN SOCIAL MEDIABrands can easily buy likes with product, coupons, etc.Provocateurs also draw audiencesSnark sellsPolitical in a highly politicized space
WHERE DO THE NICE GUYS FINISH?Playing by the rulesBeing authenticProviding good, original contentParticipating socially
DEFINE THE AUDIENCEThe communities, districts and states who wouldbeneﬁt from a B2B relationship with usPolicy makers in a position to remove barriers toprogressActivists and innovators seeking solutions
IDENTIFY PARTICIPANTSPlus: By its very nature your industry attracts the kindof people that are comfortable, willing and eager toparticipate in the social media space.Minus: By its very nature your industry attracts thekind of people that are comfortable, willing and eagerto participate in the social media space.
CONDUCT A SOCIAL MEDIA REVIEWIdentify all brandidentities acrossplatformsFind your naturalstrengths andweaknesses
CONTENT REFINERYContent audit Social engagement is about sharing you have to have shareable content
BECAUSE EACH BRAND IS UNIQUEPinterestQuoraNewsletter publicationEmail marketingLinkedIn
RECAPdeﬁne audience supplement with real world examplesidentify participants measure what mattersconduct sm review evangelize forcontent reﬁnery engagement over popularityfocus on 3 R’sbenchmark raw data
The Squishy Realm of Non-Proﬁt Social Media Engagement Jeanne Kelly Bernish @JeanneBernish