The document provides guidance for non-profits on using social tools to engage their audiences and drive activity to their own online hub. It recommends focusing efforts on a single hub or website, integrating social tools consistently with the organization's branding, and listening to and engaging with audiences on the relevant social media platforms. Key actions include evaluating current social media use, ensuring consistency of branding across profiles, creating a system for listening to audiences, and allocating daily time for community engagement. The overall goal is to pull audiences from various social tools back to the non-profit's central online hub through cohesive messaging and presence across social media.

1. Bring the
Conversation Home
How Non-Profits Can Use Social Tools to Draw
Activity to their Own Hub

2. Focus
Create a hub
Integrate nicely
Listen & engage
Rinse, repeat

3. Focus

4. Focus
Don’t use the spaghetti
approach.

5. Focus
Criteria for Social Tools
• Is my audience there?
• Is it a “shiny object?”
• Do I know how to use it?
• Does it support my goals?
• Can I afford it?

6. Focus
Choose the right tool
for the job.

7. Focus
How do I know?
• Is the content time-sensitive?
• Consider demographics of your target
• Is it easy for audience to take action?
• Mobile vs non-mobile
• What’s the topic?

8. Create a hub
Build a
legacy.
Don’t be
this guy.

9. Create a hub
Pull it all together on
your hub.

10. Create a hub
You do have a hub, right?
http://www.bestnonprofit.org

11. Create a hub
What the hub does
• SEO
• Long-term content equity
• Traffic on your own turf
• You control; no surprises
• Analytics
• Monetize opportunity

12. Integrate nicely
Badges Link Lists
Cohesive Branding Embed Codes
Cross-Pollination
RSS Feeds Widgets
Teaser Content
Single Login
Sharing Tools

13. Integrate nicely
Consistent Messaging
• Who are you? Mission & personality...
• Imagery
• Rules of engagement
• Set expectations
• Internal training
• Many voices, one message

14. Listen & engage
Listen twice, speak once.

15. Listen & engage
Free or Cheap Monitoring
• Google Alerts
• Twitter search
• Hootsuite or Tweetdeck columns
• Crowdbooster, Buffer, SocialMention,
SproutSocial, CustomScoop
• Ask the “big boys” (Radian6 program)
• Join your own community

16. Focus
Create a hub
Integrate nicely
Listen & engage
Rinse, repeat

17. Action Items
✓ List your current social ✓ Look for integration
tools points
✓ For each, evaluate why ✓ Print picture of all
you’re using, is it external profiles...are
effective you consistent?
✓ What does your hub ✓ Create a listening
look like? dashboard
✓ Find best tool to bring ✓ Daily “gardening” tasks
hub together on your
website

18. Presented Nov. 29, 2011
for Palmetto Technology Hub
Charleston, SC
Let’s connect!
Rosemary O’Neill
President, Social Strata
http://socialstrata.com
Twitter: @rhogroupee
LinkedIn: /rosemaryoneill