What Nonprofits Need to Know about the New Facebook Changes and Twitter
CSP002–ACN 17510Social Media Marketing for Nonprofits March 7, 2012 North Shore Community College JULIA CAMPBELL, MPA 978-578-1328 JCAMPBEL04@NORTHSHORE.EDU
MANDATORY READING Information in this session is adapted from: Social Media for Social Good Socialbrite.org Mashable.com
DECIDING WHAT TOOLS TO USE Which social networking sites should we be on? It depends. Hard truth: You get out of social media what you put into it.
DECIDING WHAT TOOLS TO USE The actual work of social media:1. Researching and creating content.2. Engaging and participating in your nonprofit’s online communities.3. Monitoring and reporting ROI, making the necessary adjustments.
DECIDING WHAT TOOLS TO USE This work can also include:1. Website maintenance and updates2. E-newsletter publication3. Donate Now campaign management4. E-advocacy campaign management5. Training staff members and volunteers
CRISIS MANAGEMENT! An actual tweet accidentally sent via @RedCross:
Red Cross response: #gettngslizzerd was a Trending Topic (meaning it was popular on Twitter)
Dogfish Head Brewery response: The Red Cross set up a designated page in connection with Dogfish encouraging people to donate a pint and use the hashtag to spread the word.
DECIDING WHAT TOOLS TO USE Facebook and Twitter What is a post and what is a tweet? A walk through of setting up your nonprofit on these sites How are nonprofits using them? Examples of effective nonprofit profiles Using these sites for fundraising and engaging supporters/volunteers
FACEBOOK• Why use Facebook as a Page, not a Profile? • People may not want to “Friend” you • Profiles can’t use many applications (like Causes) • Against Facebook terms • Profiles limited to 5,000 friends • Limits SEO • No customized Welcome/Landing tabs • No Insights section • No Facebook “Like” box on your website
FACEBOOK• Facebook Pages will all convert to Timeline format on March 30, 2012• MANY changes!• Timeline: Milestones – exciting feature! • www.facebook.com/livestrong • www.facebook.com/cocacola • When you were founded, staff changes, moved to a new location, capital campaign, milestone in # served• Can Pin one post for 7 days (just images, not events)• “Star” a post/Highlight • Use high image photos for Highlighted posts • www.facebook.com/manchesterunited
FACEBOOK• Facebook Pages will all convert to Timeline format on March 30, 2012• Private Messages for Pages • Respond privately to page comments and posts! • You can’t message someone first from the Page.• No more default custom tab – the default is now the Wall• No more “fan-gating”• https://www.facebook.com/page_guidelines.php
FACEBOOK• Facebook Pages will all convert to Timeline format on March 30, 2012• Reach Generator • 75% versus 20%• Premium Ads• No longer a level playing field – unique, compelling content no longer guarantees fan engagement
FACEBOOK• Facebook Pages will all convert to Timeline format on March 30, 2012• Manage• Build Audience• Help• Hide• Levels of Administrator privilege (interns, staff, volunteers)• PATA
FACEBOOKCover image (850px by 315px)Facebook says that cover imagescannot contain: • Price or purchase information, such as “40% off” or “Download it at our website”. • Contact information, such as web address, email, mailing address or other information intended for your Page’s About section. • References to user interface elements, such as Like or Share, or any other Facebook site features • Calls to action, such as “Get it now” or “Tell your friends”.•Source: www.nonprofitfacebookguy.com
FACEBOOK• Setting up your Page • www.facebook.com/pages • You must have a personal Facebook Profile to set up a Page, but you can hide it. • + Create Page (button) • Company, Organization or Institution • Non-Profit Organization • Company Name (complete name, not acronym)
FACEBOOK BEST PRACTICES• Using your Page • Using Facebook in your personal life is very different than using it in your professional life. • Find your nonprofit’s Facebook voice. • 90% will come from the News Feed, not the actual Page (after they Like you).
FACEBOOK BEST PRACTICES• Find out what content people are engaging with• Share lots of links• Photos and videos• Inspirational quotes• Powerful statistics• Post comments in response to comments• Ask questions• Ask people to Like! (They don’t have to to see your stuff)
FACEBOOK BEST PRACTICES• Mix it up! Make a calendar.• 80/20 rule• Share breaking news related to your organization’s mission• Popular videos from YouTube• Striking photos from Pinterest and Flickr• Don’t over-market!
FACEBOOK BEST PRACTICES • No more than one status update per day! • Less is always more. • Saturday and Sunday • Do not sync with Twitter. Please. • Encourage activity on your Page from volunteers and staff
FACEBOOK BEST PRACTICES • Like other Pages as your Page • Be mindful of endorsements • Featured Likes • Karma! • Tag other Pages when you talk about them • Share content from other Pages
FACEBOOK BEST PRACTICES • Add your Cause to your page • https://www.causes.com/ causes/569097-it-gets- better-project
FACEBOOK BEST PRACTICES• New stuff (article)• http://www.nonprofitfacebookguy.com/• How to videos and tutorials on all things Facebook for nonprofits• http://www.shortstack.com• Customize your organization’s page
COMBAT FACEBOOK FATIGUE! • Get creative, surprising, shocking. • Go off-topic. • Get visual. • Unique musings. • Offer value that fans can ONLY get on Facebook. • No one said it would be easy…
TWITTER• What is twitter? • “Microblogging” •140 characters• Glossary of terms: • Mention: “Thank you for your donation @janesmith!” •Retweet – Sharing a tweet from another user • Message – DM • Hashtag – Categories, Trending Topics • #philanthropy • #giving • #boycottrush
TWITTER BEST PRACTICES• Photo!!• Bio!!• Website! You have real estate – use it!• Custom Twitter background• Use Twitter lists to control the chaos (staff, volunteers,social media, news)• Monitor your @ mentions and DMs• Monitor certain hashtags related to nonprofits and yourcause• Join a TweetChat = npcons, nptalk
TWITTER BEST PRACTICES• Follow everyone who follows you.• Block and report spammers.• “Favorite” tweets to organize the chaos and to build partnerships• Limit Tweets to 5 per day, no more than 6• Tweet powerful stats • Example - @gorilladoctors Only 740 mountain gorillas remain on Planet Earth. Sad, but true and definitely ReTweet worthy to animal lovers and activists.• Claim your organization’s Give a Tweet profile (GiveaTweet.com)• Go easy on the public “Thanks for the RTs!” – use #ThankfulThursday or #FollowFriday instead• Message people directly to ask a favor.• ASK followers to RT! – It really works! “Please RT!”
TWITTER BEST PRACTICES• How Nonprofits are using it: • https://twitter.com/#!/christuttle/nonprofits • Respond in real time to conversations • Staff networking • Events • Timely advocacy campaigns • Build good karma!
TWITTER BEST PRACTICES• Resources • Twitterfall.com – for TweetChats • Hope140.org • Twitter for Good (book) • Buffer • Hootsuite • Bit.ly
WHAT HASN’T CHANGED From Likeable Media (www.likeable.com) Listening Responsiveness/Accessibility Transparency Authenticity Find Your Voice NO LINE between customer service and marketing (front line and fundraising)