Social Media: Guide for Non-Profit Leaders & Volunteers


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In this hour you’ll review the basics of Social Media from a quick tool review to developing a social media strategy for your organization. You’ll also learn time saving tips to make your social media efforts more effective and authentic.

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  • Rate yourself as a user of any of these sites? Place a smiley or check where you think you fit in the user spectrum of each tool.
  • I don’t know everything… so I may be asking some of you in the audience for your input and experience
  • You can find this presentation in “SlideShare” online just look up the presentation title & the username natknit.
  • Before we start….
  • You cannot build a presence overnight, and sadly doing only a handful of tweets a day or a facebook post once a week… won’t cut it. It took me about a year on my own to develop a learning community around a subject as well as a following via my a Twitter, Blog & Podcasting presence.
  • In my old position they felt that if they just were present via the social networks online, people would just naturally flock to them and start following. But this is what people often call “Field of Dreams” syndrome… you need to do much more than just “be out there.”
  • Here’s another thing to think of before you get started. Social networking can eat up your time! This mindmap pretty much sums up what can come out of a person’s relationship with connectivity via technology. But hopefully some of the ideas and strategies in this presentation can help you manage your time and efforts in the ‘social networking’ ether. Image source:
  • Now that you’ve been warned… here’s what we’re going to talk about today.
  • We got a bit of an idea where everyone’s familiarity with these tools is earlier. Does anyone have any specific interest in any of these tools?
  • Facebook is a critical tool for nonprofits because it allows you to connect with other organizations & supporters who might not know about your organization. It can also be used to collaborate with other groups. Post details on initiatives and since Facebook’s current network and audience is so large it can help propel your messages & initiatives to a larger audience… quickly. Quick tips: Promote your cause on Facebook in six easy steps: Facebook stats:
  • Twitter is one of the most popular microblogging tools out there. We’ll talk about microblogging in a little bit…
  • Linked in is often considered the social media group for professionals. Linked in is a great place for learning and there are many organizations w/in LinkedIn for specific groups, professions and organization types including non-profits. Linked in group: Social Media for non-profits 7 Habits of highly effective Linkedin users: Note: Google + is still fairly new, but it has a growing audience. It’s been noted, that it may not develop the following & membership that Facebook boasts but it seem to have a highly engaged community of users.
  • There are so many Social Media Plug ins out there… and I’m sure new ones to be hatched every year. The best advice is simply to test & observe different tools. Stop using them if they don’t work or are too cumbersome to use. 35 Social Media Plugins: Also wordpress plugins:
  • Obviously it’s blogging but shorter & sweeter. It’s a great way to give updates on your site, group or business and even link to more in depth reports & media. Remember I mentioned you should keep your own blogs
  • Before we dive into strategy let’s talk a bit about why you want to be online & reach others w/ social networking
  • Review what your organization is about. Also brainstorm topics that you might present to generate followers with like interests
  • Let’s think about the tools that we shared earlier and the content for microblogging. As mentioned earlier there are ways to create content and post about them. But to save time for your self and efficiently post you can limit & schedule your postings
  • If your social networking plan includes the use of more than a few tools then make sure your organization is properly represented in all of them
  • Fill out your profiles and do get involved with discussion but do spend sometime observing others in your field.
  • Ways to establish your organizations name or relevancy in an area Share relevant content Set up & moderate a regular “Twitter Chat” Tweet information & report outs on your events including video & testimonials Drive participatory contests & collaborations : Example “Picture a World w/out Genocide”
  • One way to build a name for your organization is to answer questions in LinkedIn. NOTE: Questions may have to be answered by a more knowledgeable and experienced person in your organization. You can also sign up for a linked in account & then set up events.
  • Twitter chats are an easy way to connect with others in your field. They can also present an opportunity to indirectly promote your organization and it’s expertise. Note: Twitter chats may be slow with low participation at the beginning but gradual building of a set of followers and promoting stimulating and interesting conversation around relevant topics can eventually draw a larger set of followers. People who follow participants sometimes become interested in the conversation and may follow. Resource: How to host a Twitter Chat -
  • This is Emily Post, and she would remind us that the practice of etiquette in all human interaction is of the utmost importance. I'm sure she'd remind us of this if she were around today and using the Internet. The days of anonymous flamers who harrass and run on the Internet are pretty much over.    If you flame, no one will play your game.  Social networking sites such as Facebook and Twitter and the need for authentic responses from real people have rendered more web exchanges transparent. In this day and age you should be concerned with how you conduct yourself online because of this transparency. And of course you can attract more flies with honey     
  • I’ve seen a few people on Twitter who post strings of links and tweets sometimes dozens at a time. This often cue to people who are following you that you’re simply out there marketing (well, you are… but it’s still a turn off). Use multiple #hashtags in your posts so your tweets and posts might be picked up by new users.    
  • There are people who post on Twitter and Facebook and elsewhere who only observe. There are those who only post but do not have conversations with others. Watching & posting are only parts of being engaged in social networking. You must effectively connect with other people. Part of being an effective participant in social networking is engaging with others.
  • Klout is a great way to track your success and growth of your social networking efforts. It ties in Facebook, Twitter, Google +, Flickr Klout is also a way to find key influencers in the topics you care about. As you grow your presence more, tactfully attempt to engage in conversation with others in your field. You can add people to your lists on Klout.
  • Being an active participant means also helping others in your circle and community connect with each other. As you get to know your followers well, you may be able to make referrals between connections or suggestions for people to follow.
  • A lot of non-profits will use their social networking efforts to ask for donations & contributions… this is fine but there are a few things you should remember before embarking on this…. Ask politely As mentioned earlier don’t be too repetitive especially in your requests Don’t just tweet or post requests on Facebook or LinkedIn. Make the requests part of a event or challenge. Tie your requests to compelling stories, articles or blog posts.
  • There are a number of tools or plug-in’s that allow you to share from one platform and have it appear on your others. Though you should remember to fit tag lines that sum up what you’re posting into the first 140 characters… so people will understand what you’re talking about on Twitter. 3 Tricks to Managing Multiple Social Networking Platforms: Social Network Aggregation (Wikipedia): SGPlus in : Twitter, Facebook & Google Plus -
  • It’s important to make sure that your efforts can continue after and if you leave. I would suggest actually having a ‘back up’ or replacement actually participate and doe some of the social networking tasks while you’re working for the organization.
  • Social Media: Guide for Non-Profit Leaders & Volunteers

    1. 1. Social Media Guide for non-profit leaders & volunteers
    2. 2. Describe yourself as a user… Observer/ Dabbler Fully Engaged/ Moderator
    3. 3. Natalie Laderas-Kilkenny Instructional Designer @nlkilkenny
    4. 4. Presentation: “Social Media: Guide for Non-Profit leaders & Volunteers” User: Natknit
    5. 5. Few words of caution…
    6. 6. It takes time….
    7. 7. The problem with most social media strategies… If you build it & leave it no one will follow.
    8. 8. Image from Jane Genovese
    9. 9. Tools, tools, tools… Strategy Hot tips
    10. 10. Tools Tools
    11. 11. Tools <ul><li>More than 800 million active users </li></ul><ul><li>More than 50% of active users log on to in any given day </li></ul><ul><li>Average user has 130 friends </li></ul><ul><li>Make connections w/ other organizations </li></ul>Tools
    12. 12. Tools <ul><li>About 200 million tweets sent everyday </li></ul><ul><li>There are 105 million users </li></ul><ul><li>27% of Twitter users log in everyday </li></ul><ul><li>Microblogging </li></ul>Tools
    13. 13. Tools <ul><li>Linked in has over 60 million users </li></ul><ul><li>Half of members are international </li></ul><ul><li>Useful for making professional connections </li></ul><ul><li>Can set up events ( ) </li></ul>Tools
    14. 14. With all these social media places?… Why should we still have a blog? <ul><li>Because you (your organization) needs a “Central” place to house your content </li></ul><ul><li>Because you can simply link to content on your blog </li></ul><ul><li>You control it </li></ul>Tools
    15. 15. Accessories Want to find the best tool set? Google this… “ 35 Social Media Plugins” Tools
    16. 16. What is Microblogging? Things you can share? Remember to share things that are relevant & appropriate Tools Videos Blog Posts Photos Microblogging
    17. 17. What are your goals? Others? Strategy Generate awareness Build a reputation Recruit Volunteers Promote events Gather donations
    18. 18. What is your organization about? Strategy
    19. 19. Frequency Occasional Daily Videos Blog Posts Photos Microblogging Strategy
    20. 20. Tips <ul><li>Fill out your profiles completely </li></ul><ul><li>Watch & observe first </li></ul><ul><li>Lay your claim </li></ul><ul><li>Practice netiquette </li></ul><ul><li>Develop relationships & engage in conversations </li></ul><ul><li>Interact with key influencers </li></ul><ul><li>Help others connect w/ each other </li></ul><ul><li>Ask politely </li></ul>Hot tips
    21. 21. 1. Fill out your profiles completely <ul><li>With each tool you use make sure the info & links to your organization are there. </li></ul><ul><li>Logo? </li></ul><ul><li>Images? </li></ul><ul><li>Mission statement </li></ul><ul><li>Why your organization is important </li></ul><ul><li>Vital statistics & contact information </li></ul>Hot tips
    22. 22. 2. Watch & observe Find & follow like minded & related users Spy possible connections Observe what people in your target audience are interested in
    23. 23. 3. Lay your claim Twitter chats Example: Picture a world w/o genocide? Answer questions on LinkedIn Blog posts on your topics Podcast interviews with staff or experts 3 ways to promote & engage Hot tips
    24. 24. PWWG posted this challenge on Facebook & it was communicated by members and fans. Facebook Challenges & Campaigns Hot tips
    25. 25. LinkedIn Q & A and Events Use to set up events and fundraisers. But note these are not effective unless a network is already built
    26. 26. Twitter Chats
    27. 27. 4. Practice netiquette always No flamers!
    28. 28. Don’t be verbose or redundant. You can schedule your tweets to spread your sharing time, Or get your message out w/o seeming too repetitive Hot tips
    29. 29. 5. Develop relationships & engage in conversations
    30. 30. 6. Interact with key influencers
    31. 31. 7. Help others connect w/ each other Hot tips @nlkilkenny Jane Mike Joe Alexandra
    32. 32. 8. Ask politely
    33. 33. But I want to save time… Can’t I just post once? Social Network Aggregators Hot tips
    34. 34. Before you post anything… <ul><li>Is this relevant to my target audience? </li></ul>Good self-check: <ul><li>Does this reflect well on yourself? </li></ul><ul><li>Does it reflect well on your organization? </li></ul>
    35. 35. Will someone do this when I leave? Make a plan & train others: Emphasize the importance of making authentic connections with others Write down a plan that explains your daily actions via social networking. Train a ‘backup’ or someone who can take over these tasks. Select a ‘backup’ & replacement who ‘gets it.’
    36. 36. Few people to follow www. rosettathurman .com/ @rosettathurman @kanter Rosetta Thurman Beth Kanter Heather Mansfield
    37. 37. More Resources <ul><li>50 Social Media Tactics for Non-profits: </li></ul><ul><li>Tools for Non-profit Volunteer Management: </li></ul><ul><li>7 Things You Should Know About Microblogging: </li></ul><ul><li>Why we microblog: </li></ul><ul><li>Using Social Networks for Social Change (presentation): </li></ul><ul><li>Facebook for businesses (step by step): </li></ul>