How Nonprofits Can Harness the Power of Social Media
Social Media for Social Good: How Nonprofits Can Harness the Potential of the Social Web June 12, 2012 People’s United Bank Nonprofit Consortium Danversport Yacht ClubJ Campbell Social Marketingwww.email@example.com
“Social Media” – what is it? Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media). REAL interactions in REAL time.
“Social Media” – Is it a fad? No. (Sorry!) The platforms may change (anyone remember Friendster and Myspace?) – but the concept is not going to change. Social media has revolutionized the way we communicate with each other on a personal and professional level. Social media has completely changed our expectations of brands, companies and nonprofits.
2012 Nonprofit Social Networking Report 98% have a Facebook page with an average community size of over 8k fans. Average Facebook and Twitter communities grew by 30% and 81% in 2011, respectively. Average value of a Facebook Like is $214.81 (over 12 months following acquisition).
2012 Nonprofit Social Networking Report 73% allocate half of a full time employee to managing social networking activities. 43% budget $0 for their social networking activities. The top 3 factors for success are: Strategy Prioritization Dedicated staff
Why It Is Important for Nonprofits Extension of donor relations – research, stewardship, cultivation, connection. Public awareness! “We do such great work but no one has ever heard of us!” Transparency – not operating in a silo. Public accountability. Digging deep into the “Why would anyone care?” question. We know why. But can we convey it?
Important Notes Before You Begin Technology is constantly in flux and you will need to be adaptable. Work is never “done”. Need to find a balance. There is no customer service. Forums, blogs, Help centers Tools are free (like a puppy is free). Need to invest time in training and/or in staff. Some tools cost a little. Fear is counterproductive! Connecting with your constituents is never a waste of time. Don’t compare yourself!Adapted from Social Media for Social Good by Heather Mansfield
Don’t Put the Cart Before the Horse Do you have: Blog Email Newsletter Website
Get Organized Get buy-in from Executive Staff and Board. Define your goals and objectives. Raise money? Secure new volunteers? Increase website traffic? Build online brand? Foster social good? Create social change? Write down 3-4 goals for your social media campaign (can tie with overall marketing goals).
Get Organized Create a Social Media Measurement spreadsheet As of the start of your campaign, how many: Likes, Followers, Blog readers, Email subscribers Google Analytics Receive Google Alerts and New York Times alerts for your nonprofit specifically and your industry/cause
Get Organized Sign up and secure all Vanity URLs facebook.com/nonprofitorgs twitter.com/nonprofitorgs Save usernames and passwords in a spreadsheet. Get a square version of your logo for avatars.
Get Organized Social Media Dashboards & Scheduling Tools HootSuite Buffer Remember, it is always most effective to login and monitor each site individually. Follow/Like organizations with similar missions and programs. Follow/Like other local organizations (no politicians!!)
Get Organized Start a simple Editorial Calendar. Date Facebook Twitter LinkedIn Group Monday Monday morning photo Question about event Tuesday Weird Homeowner Rules/Stories Wednesday Have a great 4th! (Photo) Helpful tip - Summer - Keeping AC bills Thursday down #ThankFulThursday Friday Fun Friday! - Condo poetry #FollowFriday Did you receive your magazine? What did Monday you think of XYZ article? Tuesday Weird Homeowner Rules/Stories Wednesday Thursday Helpful tip #ThankFulThursday Friday Fun Friday! - Condo movies #FollowFriday Monday Last day to advertise in magazine (link) Tuesday Weird Homeowner Rules/Stories Wednesday Thursday Helpful tip #ThankFulThursday Friday Fun Friday! - Condo TV shows #FollowFriday Monday Tuesday Weird Homeowner Rules/Stories Wednesday Thursday Helpful tip #ThankFulThursday Friday Fun Friday! - Condo trivia #FollowFriday
Get Organized Measure results slowly. Facebook – Instant Post Insights Twitter – ReTweets, mentions Website analytics and traffic Blog traffic Email newsletter signups See what works. Do more of that.
Confidentiality Concerns Client and staff identities need to be protected or lives are at risk. Clients will be less likely to seek our services if they think there is a danger of their identity being revealed. We may be the target of hostile PR campaigns (women’s rights and gay rights organizations).
Confidentiality Concerns “Best way to protect confidentiality is to think about humans as much, if not more, than the technology.” Jayne Cravens, TechSoup Community Forum Manager Ensure that every employee and volunteer knows: What info should be confidential and WHY. What do breaches look like – online and offline. Consequences. Must be addressed and discussed frequently – part of the culture!More info at:http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564
Confidentiality Concerns What should ever be shared in writing? What should not? Email Organization’s network/intranet Website Blog Own individual Facebook, LinkedIn, Twitter accounts Need clear, concise, explicit policies with examples. Think HR handbook/protocols.More info at:http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564
Social Media Policy – Internal Should provide basic guidelines to staff members and volunteers Message should be one of education and empowerment, not control and restriction. Short and sweet. What to put in it – Follow HR’s lead: What is appropriate to post. No Friending clients. (Example) Overview of privacy and legal issues. General rules about using social media during office hours.
Social Media Policy – External To post on your Facebook Page (About), LinkedIn Group, Blog description, anywhere people are interacting. Guidelines for your online community What will be deleted – spam, obscenity, self- promotion, events not approved by us, identifying information What is encouraged – questions, comments, photos of our events, testimonials Should be welcoming.
Facebook 101 The place where people go to connect/reconnect with friends and family. People come to Facebook to make personal connections and to have fun. Strategy – Help supporters feel more connected to your organization; show them who you are as individuals; help them connect to each other. Share “behind the scenes” photos and videos, ask questions, share compelling statistics and success stories. Easy, light, fun. Include media with all posts – links, photos, videos.
Twitter 101 A space where people share the content that excites them, in short 140 character bursts. The link reigns supreme! Strategy – Don’t get too personal; share the best content you can find; drive traffic to your website; get people to “ReTweet” your content; follow people who have lots of followers and ask them to spread your message. ReTweet, Thank – create good Twitter karma. Statistics, quotes, links. Be creative!
LinkedIn 101 A professional network where people go to build networks and connect to resources. Strategy – Unlike Facebook, people actually want to talk about work and work issues on LinkedIn. Longer, wordier responses, more professional tone. Look for potential employees and volunteers, share professional networking events, Board opportunities, join Groups and ask questions and start discussions. Very good for donor prospect research, recruiting volunteers and staff members; also promoting thought leadership on an issue.
What will I post/tweet about?• Industry blogs, • Events, newsletters, anniversaries, websites celebrations, birthdays• Google Alerts & New York • Email newsletter Times alerts • Tie current events to your• Competitors cause/issue• Success Stories • Read everything• Inspirational and follow quotes everyone!• Reached a goal • Figure out what’s working for• Want input on other nonprofits an issue and adapt it!
Take Aways Don’t compare. Don’t get discouraged. Get training. Get professional help. Do it in bite-size pieces. Do what’s manageable. Have realistic expectations. Less is always more. Quality over quantity. Go off-topic. Have fun!
Julia’s Social Media Philosophy Social media is a TOOL – it is not a silver bullet. In other words, you still need a compelling cause and good message. Integrate it with an overall marketing campaign, just as you would other tools (direct mail, newsletter, website, ads).
Julia’s Social Media Philosophy Not all social media channels are right for your nonprofit. Pick and choose. Do a few well than many poorly. QUALITY over QUANTITY – one quality Facebook post per day (or every few days) is worth more than 100 posts that get you unliked or unfollowed.