Presentation showing how to get started with, and effectively use, social media for a non-profit agency.

1. Using Social Media for
Your Nonprofit
Carol A Spencer
Web Manager
County of Morris
April 28, 2011

2. About me
IBM Marketing Representative
Mid-range computers: 11 years
Councilwoman/Mayor
Denville Township: 10 years
County of Morris Information Technology
Website development: 14 years
Web Manager / Social Media: 4 years
Nonprofit Board Membership
National Association of Gov’t Webmasters
Morris County Prevention is Key
Ayres/Knuth Farm Foundation

3. About you. How many of you…
Own a smartphone. iPhone or Android.
Have a Facebook account. Use it weekly.
Have a Twitter account. Tweet weekly.
Watch videos on YouTube.
Watch TV on the computer.
Have a Nook or Kindle.
Pay your bills online.
Subscribe to a newspaper, daily or weekly.

4. Let’s talk about…
• Why should you do this?
• Where should you be in the “social space”?
• How do you get started?
• How will you find the time?
• What are the benefits?
• Where can you get help?

6. Reaching All Ages

7. Where we spend our time online

8. Reaching Minorities

9. Today’s world…
• People scan; they don’t read
• Work and personal lives are merging
• People want information coming to them
• Everything is mobile
• Information must be device independent
• Text messaging is the #1 use of a mobile phone
• 75% of the world accesses the web via phone

10. Social Media Revolution
Socialnomics 2011
YouTube:
http://www.youtube.com/watch?v=QzZyUaQvpdc
Flight 1549, Iran, Tunisia, Egypt, Yemen
Social media has changed the world…

11. Communications
Paradigm Shift
Your clients, constituents, donors,
employees, visitors and vendors
are mobile and using social media.
If you aren’t, how can you reach them?

12. Today’s “Social Space”
Twitter
Facebook
LinkedIn
Flickr
YouTube
Gowalla
Google
Vimeo
Foursquare
Scribd
RSS Feed
WordPress
SlideShare
Skype
Blogger

13. Today’s “Social Space”
Twitter
Microblog
Facebook
Network
LinkedIn
Network
Flickr
Still Photos
YouTube
Video
Gowalla
Location app
Google
Email, Apps
Vimeo
Video
Foursquare
Location app
Scribd
Documents
RSS Feed
Subscription
WordPress
Blog
SlideShare
Presentations
Skype
Phone, chat
Blogger
Blog

14. Where should you be?
It depends on what you want to do
• Definitely in the major spaces
– Twitter & Facebook
• Professional:
– LinkedIn (or a focused network)
• Marketing: get creative
– YouTube / Vimeo
– Foursquare / Gowalla
• Public documents / images:
– Scribd / SlideShare / Flickr / Picasa

15. How do you get started?
Before beginning, plan carefully.
Cicero
C 106-43 BC Great Roman Orator Politician
To be prepared is half the victory.
Miguel De Cervantes
1547-1616 Spanish Novelist Dramatist Poet
By failing to prepare, you are preparing to fail.
Benjamin Franklin
1706-1790 American Scientist Publisher Diplomat

16. Develop, Draw & Write a Plan
Discuss & Decide
• Where the information will originate
• Who may speak for your agency
• Which applications you will use
• Who will be responsible for the applications
• What will be the process, the flow
• What your policies will include
– Employee use; Content; Commenting
• How social media will be marketed
• How you will engage visitors

17. Morris County’s Process
PIO
issues a
press
release
The web group uploads a
catalog or brochure to
Scribd.com
Creates in MS Word
Scribd subscribers are
automatically notified.
Post on the website using
Blogger.
(Create a custom template)
Scribd can automatically
tweet about it.
Or, use Hootsuite to tweet
about it manually.
Can use links and graphics,
even videos in the blog post
Create a video. Embed in
website. Upload to YouTube.
Announce with Hootsuite or
via press release.
Using RSS Feeds,
subscribers sign up to get
notified via email or in a
reader. Home page “What’s
New” is auto-updated.
Website
Subscribers are notified.
Blogger auto-emails press
releases to web group.
Facebook pulls from Hootsuite
through ping.fm. Ping.fm updates
FB pages and allows for easily
adding additional social networks.
The web group creates a tweet
with Hootsuite. Include link to
website press release. Followers
automatically notified.
Constant Contact notifies the web group when the PIO
publishes a newsletter. We tweet that in Hootsuite.

18. Things we learned
along the way
• Use the same email address to register for all social media
• Use the same “vanity” name. Check everywhere before
you lock one in. Some can’t be changed.
• Create a Facebook page, not profile. Then, connect the
page to an existing profile.
• Secure that Facebook profile so no one can see it
• Decide on a “communications tone”
• Assign someone to monitor comments

19. Things we learned
along the way
• Commenting by fans on your posts can’t be blocked
• Understand and comply with records retention laws
• BACK UP (Backupify.com; Tweetake.com)
• Facebook ‘Page’ comments: screen shots are the only
backup method now & they’re not searchable
• Have multiple administrators for each application
• Never let fans / followers auto-upload photos or
videos. Approve them first. (Flickr ‘groups’ allow this)

20. Finding the time
It’s a jungle out there!
Some tools to cut through the weeds
• Hootsuite
– Connects to Twitter, FB profiles & pages,
LinkedIn, Foursquare, WordPress and more.
– One message goes many places, all at once
– Schedule messages
– iPhone, iPad, Android, Blackberry apps
– Free account: 5 social networks
– Pro account: $5.99 / month
+1 team member & unlimited social networks
20 % non-profit discount upon approval

21. Hootsuite Dashboard

22. Finding the time
It’s a jungle out there!
Some tools to cut through the weeds
• Tweetdeck
– Desktop application
– Only browser app is Google Chrome
– Connects to Twitter, FB profiles, LinkedIn,
Foursquare, Google Buzz, MySpace
– One message goes many places, all at once
– Schedule messages
– iPhone, iPad, Android apps
– Free

23. Tweetdeck Dashboard

24. It’s not just one way.
It’s a conversation.
• Follow potential donors. See what they
write, what they think. Retweet their stuff.
• Friend/Follow nonprofit gurus, innovators &
bloggers you like for ideas. Comment on
their stuff.
• Don’t be afraid of comments. You’ll learn a
lot. Thank people for engaging.
• If you make a mistake when you post,
admit it. People are very forgiving.
• If you don’t want to read it on the front
page of the NY Times, don’t write it.

25. Is it worth it?
MorrisCountyNJ
1,450 followers
549 “fans”
MCUrgent
275 followers
571 “fans”
MorrisProsecutor
5,613 views;
18 videos
160,879 reads
239 documents
8,815 views
82 videos
187,555 views
1,155 photos
231 subscribers
4,439 email contacts

26. Interesting Reading
• The Chronicle of Philanthropy
– Social Media From the Philanthropist's Perspective
http://philanthropy.com/section/Social-Media/374/
• Nonprofit Tech 2.0: Social Media Guide for NP
– Create custom Facebook Pages
http://nonprofitorgs.wordpress.com/
• 19 Ways NP Can Use SM to Connect with donors
– http://www.slideshare.net/EnergizedCopy/19-waysnonprofits-can-use-social-media-to-connect-with-donors
• Nonprofit Technology Network (NTEN.org)
– Resources by Topic: Social media
http://www.nten.org/learn/bytopic/social+medias
• Google for Nonprofits
– http://www.google.com/nonprofits/

27. Contact Information
Morris County NJ
Website MorrisCountyNJ.gov
Twitter Twitter.com/MorrisCountyNJ
Facebook Facebook.com/MorrisCountyNJ
YouTube YouTube.com/MorrisCountyNJ
Scribd Scribd.com/MorrisCountyNJ
Email CSpencer@co.Morris.NJ.US
National Association of Government Webmasters
Website NAGW.org
Twitter Twitter.com/NAGW
Facebook Facebook.com/NAGW.org
GovLoop Govloop.com/group/NAGW
Email Treasurer@NAGW.org

28. Using Social Media for
Your Nonprofit
Carol A Spencer
Web Manager
County of Morris
April 28, 2011

29. CDC.gov/widgets
Put these on your site.
Or, make your own:
widgetbox.com

31. Innovative FB page
You can hire people to
write pages like this for
your FB page.