1. 8 Principles for Using Social Media Effectively in the Social Sector Beth Kanter Beth’s Blog, Visiting Scholar Packard Foundation December 1, 2009 – 2-3 pm, ET
14. How different? Traditional Media Social Media Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation Source: Slide 10 from "What's Next In Media?" by Neil Perkin
15. 8 Principles for Using Social Media Effectively in the Social Sector 13
25. You Don’t Have to Be Joey Chestnut to Listen Effectively
26. Start With A Number of Feeds and Grow Philanthropy or foundation blogsPhilanthropy or foundations on TwitterGrantee blogsGrantees on Twitter http://www.flickr.com/photos/brettlider/
27. Listening To Your Community: Keywords -Foundation Name- Grantees- Program, services, and event names- CEO or well-known personalities associated with your organization- Other Foundations with similar program names- Your brand or tagline- URLs for your blog, web site, online community- Industry terms or other phrases - Issue areas Source: Thomashawk
41. 39 How Not To Work With Your Social Media Intern ….
42. 8. Assess Organizational Culture Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
65. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
66. Creating A Safe Place To Fail Identify worst case scenarios Develop contingency plans Prepare for the failures Metrics to Track Experiments
67.
68. Recipe for Experiments Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
70. The Principles A bridge to offline results Listen to peers, grantees, and community Join the conversation Identify the new influencers influencers Platform for self-organizing The social life of web content Staff time and expertise Assessing organizational culture
71. For More Information Beth Kanter http://beth.typepad.com/ Slides and Resources on Wiki: http://socialmediafoundations.wikispaces.com/ 51
![Webinar Objectives ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)