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Crawl, Walk, Fly, Run: Using
Social Media For Good<br />Tech for Good Leadership Summit <br />Microsoft Community Affairs and Npower SeattleFebruary, 2011<br />
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.”<br />Inspiration<br />
What we are going to
talk about<br />Part 1:<br />Interactive AssessmentCrawl, Walk, Run, Fly Social Media Nonprofit FrameworkPart 2:Social Media Practice: How To Keep Moving Forward<br />
Number of Social Media tools
currently using …..<br />19%<br />17%<br />40%<br />24%<br /> ONE<br />NONE<br /> TWO OR THREE<br /> FOUR OR MORE<br />
It isn’t about the tools
or how many social channels you use that makes your social media practice effective …..<br /><ul><li>If you are asked to stand up stay standing until you are asked to sit down
Stay standing if you have
a measurement and reflection strategy, sit down if you do not</li></li></ul><li>What is<br />Strategy<br />Measure<br />Improve<br />Listen<br />Participate<br />Promote<br />Publish<br />Build<br />Network<br />
Share Pair: Where is your
nonprofit? What do you need to move forward? <br />Strategy<br />Measure<br />Improve<br />Listen<br />Participate<br />Promote<br />Publish<br />Network<br />
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)<br />
Strategy<br />No strategy or missing
component – no web site or digital home baseNot linked to organizational mission Lack a plan on what to use it for.We have dabbled but are not focused and do not have a good strategy around how and when we should use it.<br />Need better content, engagement, or network building strategy<br />
Capacity<br />Staff and volunteer capacity
is currently limited.Time to set-up and maintain the page.Choosing where to focus my energy on. <br />Since small non-profits use a lot of student intern help, how do we chunk out the work so that we can assign tasks to these interns (and not lose control of it)Staff investment in carving out time for social media content.<br />
You want me to start
Tweeting too? <br />Networked Approaches: From scarcity to abundance … leverage ….<br />
Make them part of your
team<br />Tasks<br />Social Media Overview<br />Account Creation/Customization<br />Social Media Research<br />Template Creation<br />Blog Monitoring<br />Blog Drafts<br />Video<br />Post Facebook Content<br />Answer comments on Facebook<br />Collect measurement data<br />Don’t do this to your intern ….<br />
Culture<br />Understanding how it can
benefit the mission of the organizationDisagreement within the organization on the goals and purpose of adopting social media. Some people are eager to immediately adopt the latest technology, others are cautious.Resistance from executive leadership to use social media based on the risks involved.<br />
Loss of control over their
branding and marketing messages<br />Dealing with negative comments<br />Addressing personality versus organizational voice (trusting employees)<br />Make mistakes<br />Make senior staff too accessible<br />Privacy and security concerns<br />Perception of wasted of time and resources <br />Suffering from information overload already, this will cause more<br />
Measurement<br />No Measurement StrategyFiguring out
where to invest timeKnowing what are the best tools to utilize.What to post and how often to post.Figuring out whether it really makes a differenceMeasuring results from social media efforts.Updating content often enough - knowing how much is too much or not enough.<br />Prioritization and/or ruling out non-critical stuffStaying relevant - making sure that what we post is valuable, posting frequently, and paying attention to "insights" - do they really matter? I have no idea!<br /> <br />
Number of questions answers</li></ul>Testing Against
FB Insights and Export.ly<br />Content format<br />Content topics<br />Outreach TacticsFrequency of PostsTime/Date of week<br />FB Insights Metrics<br />Number of New FansImpressions Per PostFeedback per Post<br />
Two guiding principles in social
media are to Be Human and Be Honest. Had the National Theatre adopted either policy, they might have done themselves a service.<br />
To be successful, use social
media like Kanye West<br />What can we learned about a try and fix approach to social media from Kanye West?<br />
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.”<br />Inspiration<br />
“The problem is that YOUR
nonprofit is a 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. “<br />