Social Media Activism Best Practices

Social media & Activism
BEST PRACTICES
Prepared for women’s studies – nonprofits & activism
cerritos college – feb 2014
Chris Lam – Cup of Joe Social – chris@cupofjoesocial.com - @thechrislam

Agenda
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
2
 Opportunities
 Why Bother?
 Getting Started – Landgrab
 Channels:
 Facebook
 Twitter
 Pinterest
 Instagram
 YouTube
 Management & Monitoring
 Personal Branding
 Channels:Twitter, Facebook, LinkedIn
 Resources

Opportunities and Listening
3
 What are your nonprofit’s goals?
 Prospective and active donors engagement
 Visibility
 Fundraising
 Website traffic
 Reputation management
 Email/info capture
 Event info
 LISTEN
 Google yourself, your brand, your
competitors, keywords (hashtags), partners
 Can you use use these comments to start
outbound conversations? (FAQ?)
 ENGAGE

Why bother with social media?
4
 I have a big mouth. I’m online and
mobile.
 70% of online adults will listen/look to
their network for recommendations.
 55% who engaged with causes via
social media have been inspired to
take further action.
 Hundreds of millions of videos are
watched each month on mobile
devices
 Take control of your identity online
across platforms
 Position your organization as a leader
in the field, cause, your product

AllYou Can Eat Doesn’t MeanYou Should
5

Getting Started:Tom Cruise Landgrab
Tools (pick one):
Namecheck.com
Knowem
YES: Make it easy to remember.
@cerritoswomen
FB.com/cerritoscollegewomensstudies
NO: Do not make me work to find you.
@cerritos_women6789
FB.com/studyofwomencerritos
6

Channel: Facebook Page
7
 Customize page URL:
https://www.facebook.com/username
 Take advantage of the analytics
 FB Nonprofit Program:
https://www.facebook.com/nonpro
fits
 Donors and fans use this to connect
to their personal network;
recommendations
 FBAds – Power Editor revamped

Channel:Twitter
8
Tweet this in less than 140 characters:
Share what you know
Updates on your org, team, services
Engage – pull; reply/RT relevant posts
Looking for people or other orgs?
Twellow.com
WeFollow.com
Frequency & Quality:
TEST – 50/50?
Depends on community and interest

Channel: Pinterest
9
 Set up your business page:
http://business.pinterest.com/
 Build out your Boards
 Allow users to discover new products, brand
 Events
 Donors, volunteers (permission-based)
 Resources
 Use your Pins to drive traffic back to
you and to your donation page
 Ripple Effect

Channel:YouTube
10
 Customize your Channel
 YouTube Nonprofit Program:
http://www.youtube.com/nonprofits
 Donate button (Campaigns)
 Call to action
 Live streaming
 Keep your videos short or break them
up into Parts
 Keeping your titles, tags consistent
 Include your link (website) within the
description, above the fold!

Channel: Instagram
11
 Figure out the goal(s) for this channel
 Another great way to showcase
visuals for your cause
 Use hashtags
 Tag the correct handles
 Be strategic about photo quality

Management & Monitoring
12
 Use a management dashboard tool
to help schedule, monitor, and
analyze your posts:
 Hootsuite
 Buffer
 Sprout Social
 Spredfast
 Tweetdeck
 Schedule out evergreen posts
 FAQ messages
 Clinic hours
 Seasonal tips
 Call to action posts
 Requests for donations

Personal Branding – PositioningYOU
13
 Allows you to take control of your
identity online across platforms
 Google yourself
 How do you want to present yourself in the
online space?
 Connect with people you know/knew
and those you don’t know (yet)
 Experts in your field
 People with similar interests
 Causes or Groups
 Family and friends
 Colleagues
 GETA JOB (or a lead)

Channels:Twitter and Facebook
14
 What are you doing?
 Reading the news & disseminating
information
 Following experts
 Networking
 Linking their blog posts, syncing FB & LI
 You decide whether your
account/handles are going to be your
PERSONAL account or if it’s going to
be a free-for-all
 Personal voice vs Professional voice
 Privacy settings
 No drunk photos – NEVER x 1000!
 Facebook Page and Groups options
 HR searches

Channel: LinkedIn
15
 Professional networking manager
 Connect with coworkers and
colleagues
 Join like-minded groups
 Jobsearch
 This is your professional business card
 Customize your URL:
 www.linkedin.com/in/chrisylam
 www.linkedin.com/in/socialfeminist (your
name, snappy phrase, etc.)

Resources
16
News/Daily Beat/Blogs
Frogloop
Simply Zesty
Mashable
The NextWeb
NPTech For Good
Nonprofit Marketing Blog (Nonprofit for Good)
Local Groups
Social Media Club LA - @smc_la – Disclosure: I’m a Board member!
Connect OC (Facebook Page)
Center for Nonprofit Management
So Cal Grantmakers

Questions?
17
Thank you!
Chris Lam
Cup of Joe Social
chris@cupofjoesocial.com
@thechrislam
(626) 869-6006

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