Debra Askanase: Staffing and Budgeting for Social Media Success
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The document discusses staffing and budgeting considerations for social media success. It recommends allocating staff time to social media, with larger organizations dedicating full-time employees. It also suggests gradually increasing social media budgets over time, allocating funds for personnel, video creation, monitoring tools, strategy development, Facebook services, graphics support, and paid social platforms. The presenter provides typical budget scenarios and emphasizes basing budgets and staffing plans on a thoughtful social media strategy.
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Debra Askanase: Staffing and Budgeting for Social Media Success
- 1. Staffing and Budgeting for Social Media Success Presented by Debra Askanase Digital Engagement Strategist Social Media for Nonprofits Boston, May 20,
- 2. About Debra Askanase Former executive director, organizer, busin ess consultant Digital Engagement Strategist for mission- driven organizations debra@communityorganizer20.c om @askdebra
- 3. You gotta prep for success
- 4. Staff support http://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/ 4 FTEs, time and roles
- 6. No social presence: No staff or budget 6 http://nonprofitsocialnetworksurvey.com/download.php
- 7. Staff time allocated for social media 7 http://nonprofitsocialnetworksurvey.com/download.php
- 8. Staff time by role and size of org http://www.nten.org/research/download_it_staffing_2012 8
- 9. Staff time by tech type of organization http://www.nten.org/research/download_it_staffing_2012 9
- 11. Business comparable: Weekly time commitment 11 http://www.socialmediaexaminer.com/social-media-marketing-industry- report-2012/
- 13. Social media channels correlate to hours available http://www.socialmediaexaminer.com/social-media-marketing-industry- report-2012/ 13
- 14. How do they all connect? http://www.flickr.com/photos/santos/2252824606/in/photostream/ 14
- 15. What department makes sense? 15 http://nonprofitsocialnetworksurvey.com/download.php
- 16. It’s not what it’s called, it’s your approach 16http://nonprofitsocialnetworksurvey.com/download.php
- 17. How would you put community in the center of your org? Community Executive staff Developmen t Programs 17 communications
- 19. The trend is to budget “The number of respondents allocating some budget (>$0) grew from 47% (2010) to 52% (2011) to 54% (2012) over 3 years.” http://nonprofitsocialnetworksurvey.com/download.php
- 20. Yearly budget for social presence 20 http://nonprofitsocialnetworksurvey.com/download.php
- 21. Yearly budget for in-house social networks 21 http://nonprofitsocialnetworksurvey.com/download.php
- 22. NPOs are paying for social tools http://www.verticalresponse.com/blog/non-profits-investing-more-time-money- social-media/
- 23. http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream / Staff Consultants Software Cloud services Hardware Online campaigns Promotion Graphic design Video editing Putting together your budget
- 24. (Pro tip…) A successful budget is based on a thoughtful strategy 24
- 27. 3 budget scenarios Item Minimum Prepping for Success Supporting Success Personnel .25 time .5 time 1+ FTE Video $300/year $1,500/year $2,500+/year Social media monitoring $0 $300/month $500 - $1,000/month Strategy In-house - $0 Consultant develops strategy, $2,000 + Plan + ongoing support $5,000+ Facebook services Free services plus one customization $300 - $500 $500 - $1,000/year (customization, mini- campaign) $1,500 - $2,000/year Paid social media services (Flickr Pro, backup) No paid services $500/year $1,000+/year Graphics support DIY or purchase/training for graphics $200/year Mix of graphic designer and paid service $300- $850/yr $850 - $2,000/year
- 28. Checking your list 28 Sufficient staff time Realistic salary for staff Realistic budget for line items to support strategy Staffing structure
- 29. I’m always available to answer follow-up questions! Email: debra@communityorganizer20.com Website & blog: communityorganizer20.com Twitter: @askDebra Slides: slideshare.net/debask Linkedin: linked.com/in/debraaskanase Telephone: (617) 682-2977
- 30. Staffing and Budgeting for Social Media Success Presented by Debra Askanase Digital Engagement Strategist Social Media for Nonprofits Boston, May
Editor's Notes
- Methodology: Results are based on an online survey of 462 VerticalResponse customers (123 non-profit organizations and 339 small businesses). The survey was conducted between Sept. 17, 2012, and Oct. 5, 2012.
- Social media examiner survey: 3,813 participants. The largest group who took the survey work for small businesses of 2-10 employees (34%) followed by the self- employed (21%). Twenty percent of people taking the survey work for businesses with 100 or more employees. Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%).