The document provides guidance on using social media, particularly Twitter and Facebook, for non-profits and small businesses. It recommends dedicating regular time to engage audiences on these platforms and discusses strategies like using hashtags and retweeting on Twitter to find and join relevant conversations. For Facebook, it suggests defining goals and posting engaging content like videos and photos to appeal to current and potential customers. The key is engaging audiences in a conversational tone to build communities and relationships over time.

1. What's Next – Strategic Social Media for Non-Profits & Small Business Gordon Dymowski October 26, 2011

4. Two primary channels for driving conversation & engagement Current audience/ customers Potential audience/ customers

6. Guiding Principles Social media is not a strategy, but is a channel that is part of an overall marketing plan Dedicate time and effort – tools that make it easier to engage Consumer/client driven activity – if your potential client base is not talking, may not be to your advantage Tempting to see as one way broadcast channel – potential for other interaction online, including customer service, feedback, etc Allows you to humanize a cause or mission – engage customers/clients directly without any filters Results will not happen overnight – takes practice

7. Twitter – How do we find who’s talking? Google field “on Twitter” Use Twitter directories to find people (Twellow and Wefollow) Hashtags – look into bios Who’s Retweeted most frequently

15. Sample Tweets

16. Facebook – Strategies and Examples

17. Why Use Facebook? Benefits to Using This Channel Fan page has features that inspire pass along (forwarding /posting of materials in news feed Multi-media-based interactions ideal for sharing content Integration of - and redirection to - all assets Facebook ads allow you to market page internally to specific targets

19. What makes a great Facebook strategy? Two considerations: Length of time to attract new fans This is contingent upon use of Facebook ads, other online promotion, etc Papa John’s gave away free pizza and was able to secure 100,000+ fans in less than one day Length of time to develop an engaged, returning audience Attracting fans is one thing, keeping them is another matter Therefore, moderation and interaction should be established early on and maintained regularly throughout the fan experience

20. How you engage customers/audience on Facebook – and how they experience that engagement - is absolutely critical to the short- and long-term growth of the fan base

21. Facebook – Best Strategies A Facebook page is not a microsite – it’s a closed hub Use current features (like Events) to engage customers and drive conversation Find out what customers want, and create opportunities for fans to engage with brand on FB Do not focus solely on number of fans – want to measure how they engage vs. how many there are

22. Facebook – Creating a Page Click on “Pages” app – left side of screen Input appropriate information for business/agency As part of “info” – community guidelines Facebook status updates longer (420 characters vs. 140 on Twitter) – more in-depth messaging Similar principles – be conversational; share media Can promote via Twitter & ads

23. Facebook – Sample Guidelines

25. Social Media – Ideal Time Spent Twitter – real time, but might want to locate “key” times for engaging Ideally – 3 x/day, five days a week Facebook – much more in-depth 1 – ½ hours a day to start FB – Hidden Posts, insights

26. Any Questions? Gordon Dymowski http://www.gordondymowski.com [email_address] 773-809-4473