1.
Social Media: From
Strategy to Tactics

2.
Overview of the Morning
9:30am Gathering, Intros, and Brainstorming
9:45am So what’s a social media strategy, anyways?
10:30am Break time!
11:00am Tactics for Facebook
11:20am Breakout Groups: Facebook/Twitter deep dives
11:45am Evaluations and Final Discussion

3.
Introductions
Name
Organization
Thinking about social media makes me
____________
OR
My nonprofit uses social media because
____________

4.
Brainstorming
What are your questions about Social
Media?
Terms you would like explained?
Social Networks you don’t understand?
Something you would like to learn today?

5.
Expectations Management
“Our limitations and success will be based,
most often, on your own expectations for
ourselves. What the mind dwells upon, the
body acts upon.”
Denise Waitly
Photo by KayVee.INC

6.
Re-Define Success
It's about the Quality, not the Quantity
Vs
100 fans who 10 fans who take
aren't engaged action

7.
Build Relationships
Remember “Social” comes before “Media” for a reason
• Don’t connect only when you need something
• Be deliberate about creating relationships
• Respond when others reach out

8.
Social Media Reflects Mission
Offline goals should =
Online goals

9.
Possible Focuses
Storytelling
• personalized
• strong focus on creating good content (pictures, blog posts,
videos, etc)
• day-in-the-life
Information Hubs
• trusted source for info about specific topics
• connected to similar orgs
Community Building
• emphasis on call to action
• focused on building relationships with individuals

10.
Storytelling Nonprofits

11.
Information Hub Nonprofits

12.
Community Building Nonprofits

13.
SMART Goals = Foundation
S - Specific
M - Measurable
A - Aligned
R - Realistic
T - Timely

14.
SMART Goals = Foundation
S - Specific
Bad Example = My nonprofit will use social media.
Better Example = My nonprofit will create a
Facebook page.
M - Measurable
A - Aligned
R - Realistic
T - Timely

15.
SMART Goals = Foundation
S - Specific
M - Measurable
Bad Example - My nonprofit will get better at
using Facebook
Better Example - My nonprofit will gain 20 fans
A - Aligned
R - Realistic
T - Timely

16.
SMART Goals = Foundation
S - Specific
M - Measurable
A - Aligned
Bad Example: My nonprofit will join Facebook to
gain fans.
Better Example: My nonprofit will find 5 new
volunteers through Facebook.
R - Realistic
T - Timely

17.
SMART Goals = Foundation
S - Specific
M - Measurable
A - Aligned
R - Realistic
Bad Example - My nonprofit will increase online
donations by 500%.
Better Example - My nonprofit will increase online
donations by 10%.
T - Timely

18.
SMART Goals = Foundation
S - Specific
M - Measurable
A - Aligned
R - Realistic
T - Timely
Bad Example - My nonprofit will find new donors
on Facebook.
Better Example - In 6 months, my nonprofit will
gain 2 new volunteers through Facebook.

19.
Practice
Work to create a SMART goal for your nonprofit
• Start small
• Add actual dates
• Link back to nonprofit’s mission
• What’s your social media focus?

20.
Break Time
Photo by NicoKaiser

21.
Top Five Facebook Tactics
1. Create a fully functional page
Profile
Cover
Picture
Photo
Milestones
About
Section

22.
Top Five Facebook Tactics
2. Ask questions / Elicit feedback

23.
Top Five Facebook Tactics
3. Pictures speak louder than words

24.
Top Five Facebook Tactics
4. Be Responsive
• Customer
Service matters
• People love
recognition

25.
Top Five Facebook Tactics
5. Don't be afraid to
re-share interesting
content
Where Seattle Tilth Saw it
Content Creator
Stats on Seattle Tilth’s
specific post

26.
Top Five Twitter Tactics
1. Fully brand your presence

27.
Top Five Twitter Tactics
2. Be human

28.
Top Five Twitter Tactics
3. Build relationships, but don't be spammy

29.
Top Five Twitter Tactics
4. Be re-tweetable

30.
Top Five Twitter Tactics
5. Listen and Engage

31.
Any questions?
Is that it?!
photo by http://www.flickr.com/photos/plasticrevolver/164351244/