The document discusses the concept of a "networked nonprofit" and how nonprofits can use social media effectively. It emphasizes three main themes: having an open social culture where everyone uses social media, keeping strategies simple, and being transparent. It provides examples of how nonprofits can build community through social platforms, participate in conversations, and leverage their networks to achieve goals in a more open, distributed way. The document advocates for nonprofits to shift away from traditional marketing "fortress" models toward more transparent and collaborative approaches online.
4. Share Pairs How is your organization currently using social media? What is your organization’s biggest social media challenge? What is your organization’s most exciting social media accomplishment?
5. If you can’t fly then run, if you can’t run then walk, if you can’t walk then crawl, but whatever you do you have to keep moving forward.” Inspiration
6. What is Strategy Measure Improve Listen Participate Promote Publish Build Network
7. BuildNetwork Participate Listen Promote Publish Low Engagement Content Intensive No Engagement Broadcast/Share High Engagement Original concept by Beth Kanter – remix by Aliza Sherman
8. Share Pair: Where is your nonprofit? What do you need to move forward? Strategy Measure Improve Listen Participate Promote Publish Network
13. Promoted Community Action Project grant social media channels. For each new FB post or "like”, we promised to donate a book to a baby through our partner Reach Out and Ready.This effort resulted in the following successes:331 users accessed information about the new grant22% increase in traffic to web siteFacebook fan +16% increase in Facebook Fans (948)Twitter follower +5% (1108)
34. Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
69. Policy examples available at wiki.altimetergroup.comSource: Charlene Li, Altimeter Group
70. Your organization has a social culture if …. Treats skepticism as a conversation starter, not stopper Leaders understand the power behind the tools Leaders are open to reverse mentoring if needed Describe results Try it and fix it approach vs blame game Value learning
71. Reflection: How social is your organization’s culture? NOT AT ALL VERY Somewhere in between? Flickr photos by heydee and intherough
72. You want me to start Tweeting too? Simplicity: From scarcity to abundance …
82. Make them part of your team Tasks Social Media Overview Account Creation/Customization Social Media Research Template Creation Blog Monitoring Blog Drafts Video Post Facebook Content Answer comments on Facebook Collect measurement data Don’t do this to your intern ….
94. Before I built a wall I'd ask to knowWhat I was walling in or walling out,And to whom I was like to give offense.Something there is that doesn't love a wall, that wants it down. - The Medning Wall, Robert Frost Who are you trying to keep out?
95. Use social media tools to organize, mobilize, raise funds, and communicate with constituents but outside of institutional walls
96. “I can’t single-handedly end global poverty, but I can take actions and inspire others.” Shawn Ahmed
97.
98. “The problem is that YOU are the fortress.Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “