A presentation given at AgendaNI's 'Social Media Belfast' Conference, September 2014.

1. Social Media trends for charities
what’s big in 2014?
Mary Mitchell, Content Strategist.
@mary_mitch

2. Collaborate
Monetise
Measure

4. #findmike

6. #findmike

7. TREND #1
A new collaborative
storytelling culture

9. #wefoundmike

19. “We create amazing content that we then distribute
through the web - through social media - and then we give
that to people we hope are passionate advocates who will
take the content and share it with their friends”
- Paul Young, Director of Digital, Charity Water

22. Top tips for collaborative
storytelling
1. Make your target audience part of the story
2. Think creatively about which channels you use
3. Involve your beneficiaries in content creation
4. Create content and resources that empower your
audience to share their own stories

23. TREND #2
Social becomes
monetised

24. Raising money on
social media

29. Spending money on
social media

31. Top tips for monetising your social
media presence
1) Don’t be afraid to ask for money
2) Keep on top of services available
3) Use a donations platform with top notch social
integration
4) Measure success

32. TREND #3
Smarter Measurement

33. “The most important thing you can do with your social
media is measure with meaning. That is—figure out
realistic results, whether tangible or intangible, pick
the right metrics to measure them, only collect data
that you can learn from and make time for reflection
about improving results.”
– Beth Kanter

34. 53% of nonprofits are not measuring
their social media
Source: http://blog.hubspot.com/marketing/nonprofits-social-media-marketing-data - HubSpot, March
2014

35. “Not everything that matters can be measured, and
not everything that can be measured matters.”
- Einstein

36. “Facebook likes are not a victory, social change is”

37. Reporting not tied to KPIs
KPIs not tied to objectives
No measurement framework
Ad-hoc digital stats reporting
Multiple spreadsheets

38. Objectives tied to KPIs
Measurement framework
established
Multi-channel spreadsheets
integrated
Actionable metrics gathered
Reporting not tied to KPIs
KPIs not tied to objectives
No measurement framework
Ad-hoc digital stats reporting
Multiple spreadsheets

39. Evolution of Social Media Monitoring

41. Top tips for measuring
1) Set clear objectives
2) Only measure what matters
3) Use the right tools
4) Adapt your practice

42. Collaborate
Monetise
Measure

43. “Social media is successful when you are actually
being social. What does this mean? Don’t be the kid at
the dance standing in the corner. Get out on the
dance floor and shake it, all while being true to
yourself exercising good judgment, being an expert in
your area, and being friendly. Essentially: don’t
attempt a running man if you’re real strength is a
rocking head bob.”
– Jaime-Alexis Fowler, Pathfinder International

44. Twitter / @mary_mitch / @whitefuse
Email / m.mitchell@whitefusemedia.com