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Social Media For Non Profit Groups


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Social Media For Non Profit Groups

  1. 1. SOCIAL MEDIA ANDNON-PROFIT GROUPSKate McAllenOctober 2010 Engaging and constructing a web communityWednesday, February 9, 2011
  2. 2. Statistics 300+ million users Average age: 27 55+ million users Average age: 31 50+ million users Average age: 40+ Trends: •Boomers, and specifically women 54+, are the fastest adopters. •GlobalizationWednesday, February 9, 2011
  3. 3. Advantages  connect non-profits with:  like- minded individuals  cutting edge power players  influencers in the non-profit and for profit social entrepreneurship sphere.  build an organic community of communicators – as well as those who share content like crazy and are linking up the web in meaningful ways.  demonstrate participation and strategic transparency in the social media sphereWednesday, February 9, 2011
  4. 4. Facebook  Upcoming events Living Classrooms Website  Highlight legislation  “Social proofing”  success stories  testimonialsWednesday, February 9, 2011
  5. 5. Twitter  Fundraising Kennedy Krieger on Twitter  microdonation services GBMC on Twitter  twitpay Melwood  Updates/News  relevant articles, event invitations and general news about non-profit work  Questions  “Google plus the human element”Wednesday, February 9, 2011
  6. 6. Challenges  Focusing on FB/Twitter will draw away from the website, users may lose relevant and detailed information and only digest small sound bites.  Can a non-profit’s image and mission be conveyed in brief nuggets?  Long term commitment/possible hurdle if mission or organization changesWednesday, February 9, 2011
  7. 7. Challenges in IT  HIPAA Regulations  Removing the anonymity of consumers  Photos of consumers, information in building  “I worked with so and so today…”  “Trashing” company in commentsWednesday, February 9, 2011
  8. 8. Tactics in IT Kennedy Krieger Institute on Create Corporate sites on Facebook FB The Arc of Baltimore on Facebook  Abilityto regulate comments GBMC on Facebook  Increased privacy and security Key point of contactWednesday, February 9, 2011
  9. 9. Challenges in HR  Consent from employees regarding pictures  Access to Facebook site by employees during work time  Keeping clear and defined goals and strategies for all business communication toolsWednesday, February 9, 2011
  10. 10. Tactics in HR  Have clear end goals and statement of intent for purpose of Social Media diversification  Creating Internet Policy and implementing it in New Hire packets  Create committee with representatives from HR/IT/PR/Consumer Relations to discuss end goalsWednesday, February 9, 2011
  11. 11. Social Media and Internal CommunicationsWednesday, February 9, 2011
  12. 12. Social Media and Internal Communications Static vs. DynamicWednesday, February 9, 2011
  13. 13. 7 Outcomes of OrganizationalCommunication and Social Media Source: Nate Riggs, 2010Wednesday, February 9, 2011
  14. 14. 1. Information Flow and Decision  Upward and Downward Communication  Broadcast questions, mission statement throughout organization and get a quick response  Share knowledge and enable knowledge sharingWednesday, February 9, 2011
  15. 15. 2. Promoting Internal Transparency  Employees want to know what is going on in their organization  Having the ability to understand why decisions are made is just as important to internal groups as external groups  Using social media tools to create internal transparency, context and understanding around organizational decisions can result in greater satisfaction, trust in and connectedness to organizational leadership.Wednesday, February 9, 2011
  16. 16. 3. Reducing Communication  Creating visibility to information on a one- to-many platform.  Find employees internally who can support and help development of projectsWednesday, February 9, 2011
  17. 17. 4. Visualizing Organizational Culture  increase employee engagement and strengthen the sense of belonging in regards to company’s brand values and mission.    “Water cooler feel”  Targeted Facebook Ads are being used to drive potential candidates who might be looking for a new career direction into that conversation.Wednesday, February 9, 2011
  18. 18. 5. Employee Retention and Recruitment  Bring on new talent, if they are provided with a centralized and visible platform in which to recruit.  Employees who feel a sense of trust and belonging for the organization in which they work, tend to want to stay on board if factors like pay, location and opportunities for self-actualization are on par with their personal objectives.   Higher employee retention rates typically result in lower training costs.Wednesday, February 9, 2011
  19. 19. 6. Reduction of Communication Noise  New opportunities for employees to not only communicate, but also gain analytical data on where inefficiencies and breakdowns might exist.Wednesday, February 9, 2011
  20. 20. 7. Communicating Across Boundaries  Obliterate physical boundaries in a very efficient way.  New communication flow processes and could significantly impact travel  “Outside the Cube” “One Degree of Separation” Source: Nate Riggs, 2010Wednesday, February 9, 2011
  21. 21. Policies and Procedures Examples and guidelinesWednesday, February 9, 2011
  22. 22. Census Bureau FB Comments Policy Policy Comments USDA Policy Media Guideline Social 1.    Remind employees to familiarize themselves with the employment agreement and policies included in the employee handbook. 2.    State that the policy applies to multi-media, social networking websites, blogs and wikis for both professional and personal use. 3.    Internet postings should not disclose any information that is confidential or proprietary to the company or to any third party that has disclosed information to the company. 4.    If an employee comments on any aspect of the companys business they must clearly identify themselves as an employee and include a disclaimer. 5.    The disclaimer should be something like "the views expressed are mine alone and do not necessarily reflect the views of company." 6.    Internet postings should not include company logos or trademarks unless permission is asked for and granted. 7.    Internet postings must respect copyright, privacy, fair use, financial disclosure, and other applicable laws. 8.    Employees should neither claim nor imply that they are speaking on the companys behalf. 9.    Corporate blogs, Facebook pages, Twitter accounts, etc., could require approval when the employee is posting about the company and the industry.Wednesday, February 9, 2011
  23. 23. Coca-Cola Social Media Objectives Principles Online Database of Social Media Policies  raise funds  support for important social issues  organize, promote and manage events  promote your organizations blog, latest news and meetings  raise public awareness and money for advocacy efforts  stay in touch with core audiences on an ongoing basisWednesday, February 9, 2011
  24. 24. Mission Statement for Social Media  We are engaging in the social media sphere in order to build awareness of our services and to increase engagement in our mission to provide uncompromising human services to those in greatest need.  We will use our Corporate Page to share stories of triumph and to encourage participation in the discussion about our community commitment and development as well as our desire to encourage growth, foster independence, and enrich the lives of the individuals we serve.Wednesday, February 9, 2011
  25. 25. Social Media Plan Eyeballs and Ears vs. Hearts and Minds d ia l Me o cia ssS C ro ok ed d b o R n HaWednesday, February 9, 2011
  26. 26. Eyeballs and Ears  Share observations on the industry  Trends that you are noticing  Link to things you like and dislike  Legislations  EventsWednesday, February 9, 2011
  27. 27. Hearts and Minds  Develop credible voice along the parameters of engagement, humility, and authenticity.  Success storiesWednesday, February 9, 2011
  28. 28. Final Questions and ConclusionWednesday, February 9, 2011
  29. 29. Thinking about…  Synching internal culture with the external brand  Gauging leadership appetite for risk and experimentation  Matching tactics with measurable business objectives  Identifying needs for new tools vs. existing tools in need of a “digital facelift”  Identifying resources for community management/moderation  Defining what success will look like, feel likeWednesday, February 9, 2011
  30. 30. Conclusion  Multi-departmental approach to Social meet strategic, communications and performance goals  Addresses concerns, nourishes Media culture and provides information the encourages two-way interaction Improves:  Find and inform users in a compelling way that resonates with diverse audiencesWednesday, February 9, 2011