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Social Media Explained


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Social Media Explained

  1. Everything you always wanted to know about social media success and nonprofits * Principles for Effective Social Media Strategy Explained by Beth Kanter, Scholar in Residence Packard Foundation ( * but were afraid to ask)
  3. Social Media: Strategy Blocks Crawl ………..……Walk …….…….. Run ……..…………….Fly l Generate Buzz Share Story Listen Participate Community Building & Social Networking
  4. Goals drive metrics, metrics drive results KD Paine
  5. David Armano The Secret Sauce: Listen, Learn, Adapt Review your goals against your metrics and refine strategies or filter out channels that don’t get good returns. Rinse and repeat.
  6. Key Finding: There is clearly a correlation and connection between deep social media engagement and financial performance. Report Available:
  7. Engagement Strategy Best Practices Emphasize quality, not just quantity Doing it all may not be for your organization, but you must do something Find your sweet spot To scale, make social media part of everyone’s job
  8. Allocate enough staff time and has the expertise to implement strategy
  9. The Tower and The Cloud Flickr photos by jamesjordan
  10. Non-profits using best practices are seeing success!
  11. <ul><li>First project was a listening project over three years ago </li></ul><ul><li>People were talking and they needed to listen </li></ul><ul><li>At first, felt like going to war, but changed internal perception of social media </li></ul>Listening Comes First: The Red Cross
  12. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
  13. <ul><li>Changes internal perception of social media value </li></ul><ul><li>Improves relationships with audience and identifies influencers </li></ul><ul><li>Incremental improvements for campaigns </li></ul><ul><li>Working with affiliates </li></ul>Listening: The Gateway Drug
  14. Relationship building Customer service issue Influencer complaining … Staff determines comments or tweets that need response
  16. People share their wildlife sightings
  17. <ul><li>Tweets support strategic goals </li></ul><ul><li>Tracking conversion </li></ul>
  24. Empowering supporters without loosing control
  26. <ul><li>1. Listen First 2. Engagement 3. Platform for supporters to self-organize </li></ul><ul><li>Staff time and expertise </li></ul><ul><li>The right metrics </li></ul><ul><li>Small pilots and reiterate </li></ul><ul><li>Organizational culture Allocate enough staff time and has the expertise to implement strategy </li></ul><ul><li>blasting out message </li></ul>Principles
  27. Thank You! Beth’s Blog http:// Have a blog post topic idea? [email_address]