Creating a strategy for using social media is no longer optional for nonprofits. Social media tools include a fast-changing and constantly growing collection of web-based and mobile technologies. These tools turn formerly broadcast and one-way messages into an interactive conversation and can be hugely effective for social change organizations. Nonprofits use a wide range of social media tools (video, audio, digital text, photos, games) to share their content socially. However, in the rush to get on the Facebook and Twitter bandwagons, many nonprofits ignore the strategy and planning required to achieve success in social media. In this session, we will outline the 11 steps that your organization can take to create a strategy and plan for your social media efforts. A little planning goes a long way! In this session, we will learn: • Why you need to recruit a dynamic and working Social Media Committee • How to plan for success on social media and be able to measure it • Tools to work smarter

1. 11 Steps to a Successful Social
Media Strategy
September 17, 2013
Essex County Community Foundation
Julia Campbell, J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com

2. What is “Social Media”?
“Social media refers to the means of interactions
among people in which they create, share, and
exchange information and ideas in virtual
communities and networks.”
~Wikipedia.org
@JuliaCSocial #SM4NP

3. Don’t Put the Cart Before the Horse
 http://seminars.idealware.org/eLearning/techpyramid/technology-
pyramid.html
http://seminars.idealware.org/eLearning/techpyramid/technology-pyramid.html
@JuliaCSocial #SM4NP

4. @JuliaCSocial #SM4NP

5. 1. Create a Committee.
You cannot do this in a
silo. Won’t work.
 Who in your organization
(staff, volunteers, clients)
likes social media?
 Who is creative?
 Who has their pulse on
the latest news?
 Who is well-connected?
 Who is passionate?
@JuliaCSocial #SM4NP

6. 1. Create a Committee.
The key is to get a group of
people thinking through
a social media lens.
We are all publishers.
We are all storytellers.
@JuliaCSocial #SM4NP

7. 1. Create a Committee.
What will they do?
 Brainstorm content.
 Research blog posts.
 Take photos.
 Keep an eye out for good
stories and news.
 Be champions online!
 Sharing, liking, tweeting.
 Train and motivate others.
 Create Social Media policies.
@JuliaCSocial #SM4NP

8. 2. Start With People.
@JuliaCSocial #SM4NP
http://forrester.typepad.com/groundswell/2007/12/the-post-method.html

9. 2. Start With People.
 What is the desired action?
 Who is most likely to take this action?
 What motivates them?
 Where do you come in? What do they already know
about you?
 What may drive them to take the action that you
want?
 Where do they get their information?
 What else is important to them?
 Where do they spend their time online?
@JuliaCSocial #SM4NP

10. 3. Define Goals.
How will you know success?
What can you measure?
 Increased email sign ups
 Increased ticket sales
 New volunteer sign-ups
 Increased website traffic
 Increased online donations
@JuliaCSocial #SM4NP

11. http://www.johnhaydon.com/2012/11/facebook-ladder-of-engagement/@JuliaCSocial #SM4NP

12. 4. Identify Strategies.
When you define what you want to do and who you want
to reach, you can then decide what you will do:
 Start a video marketing program
 Sign up for Twitter
 Start a blog
 Revamp the website
 Start email marketing
 Get an online donation page
@JuliaCSocial #SM4NP

13. 5. Choose Channels.
Think back to your people and
your goals.
 Sign up and secure URLs.
 facebook.com/nonprofitorgs
 twitter.com/nonprofitorgs
 Save usernames and passwords
in a spreadsheet.
 Get a square version of your logo
for avatars.
@JuliaCSocial #SM4NP

14. 5. Choose Channels.
@JuliaCSocial #SM4NP

15. 6. Create Policies.
Social Media Committee & HR can be in charge of policies.
 External Policy – No spam, obscenity, etc.
 What will get people blocked from the page or the group?
 What is encouraged?
 Internal Social Media Policy & Training
 Be smart about training employees on what they should
and should not share online.
 Empower and educate before punish.
 Who are the administrators of the page?
 Who will take charge when this person is on vacation/out?
@JuliaCSocial #SM4NP

16. Crisis Management!
An actual tweet accidentally sent via @RedCross:
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17.  Red Cross response:
 #gettngslizzerd was a Trending Topic (meaning it
was popular on Twitter)
@JuliaCSocial #SM4NP

18.  Dogfish Head Brewery response:
 The Red Cross set up a designated page in connection
with Dogfish encouraging people to donate a pint and
use the hashtag to spread the word.
@JuliaCSocial #SM4NP

19. 7. Listen.
 Spend some time on each channel.
 Each network has it’s own culture,
etiquette, and language.
 Listen to what people are saying –
what moves them? What are they
sharing and retweeting?
 Listen to what other organizations
are posting – Is it falling flat?
Getting engagement?
 Listen and get ideas.
@JuliaCSocial #SM4NP

20. 8. Create & Curate Content.
Start a simple Content Calendar for planning, scheduling
and managing publication of content across channels.
 Blog posts
 Twitter
 Facebook
 YouTube
 Email Newsletters
 Direct mail
 Donor communications
 Press releases
 Events
@JuliaCSocial #SM4NP

21. What will I post/tweet about?
 Industry blogs,
newsletters,
websites
 Google Alerts &
New York Times
alerts
 Competitors
 Success Stories
 Inspirational
quotes
 Reached a goal
 Want input on
an issue
• Events,
anniversaries,
celebrations,
birthdays
• Email newsletter
• Tie current
events to your
cause/issue
• Read industry
news
• Figure out what’s
working for
other nonprofits
and adapt it!
@JuliaCSocial #SM4NP

22. 9. Get Visual.
You need a constant stream of compelling visuals,
photos, videos, infographics.
 Canva.com
 PicMonkey.com
 WordSwag app
 Photopin.com
 Morguefile.com
@JuliaCSocial #SM4NP

23. 10. Work Smarter.
Check out Social Media Dashboards & Scheduling Tools
 HootSuite, TweetDeck, Buffer, PostPlanner
@JuliaCSocial #SM4NP

24. 10. Work Smarter.
 15 minutes in the morning.
 15 minutes at lunch.
 15 minutes in the
evening/afternoon.
Remember, people are used to a
response within hours (if not
minutes).
Facebook now rewards Page
responsiveness!
@JuliaCSocial #SM4NP

25. 11. Measure & Improve.
Avoid vanity metrics.
 Facebook – Instant Post Insights
 Twitter – ReTweets, mentions
 Website analytics and traffic
 Blog traffic and comments
 Email newsletter signups
 Go back to the Facebook Ladder.
See what works.
Do more of that.
@JuliaCSocial #SM4NP

26. 11a. Celebrate Successes!
 Acknowledge everyone who helped you get there.
 Pat yourself on the back – social media is hard!
@JuliaCSocial #SM4NP

27. @JuliaCSocial #SM4NP

28. Questions?
Twitter: @JuliaCSocial
Facebook:
www.facebook.com/
jcsocialmarketing
Email: julia@
jcsocialmarketing.com
@JuliaCSocial #SM4NP