This document outlines a hands-on social media training class led by Jaime Olive that focuses on building effective social media strategies. It covers fundamental concepts such as social media engagement, audience targeting, tool selection, and evaluation methods. Participants are encouraged to create their own social media strategy while addressing organizational concerns and integrating their plans with existing communication efforts.

1. Hands-On Social Media
Class 1:
Building Your Social Media Strategy
Jaime Olive
PCC AmeriCorps Member
pcc@parasol.org

2. Welcome!
Introductions
What social media tools, if any, are you
using?
What do you hope to gain from this
Training?

3. What is Social Media?
Media for social interaction, using web-
based technologies to transform and
broadcast media monologues into social
media dialogues.
It’s all about listening, sharing, and
engaging

4. Understanding Social Media
“Listening” : monitoring what is being said
about you or your issue*
Research how similar organizations are
using social media
Engage with relevant blogs, pages, etc.
*Listening Tools:
•Google Alerts and Google Reader
•Twitter Search

5. Why build a strategy?
Gain a clear understanding of how and why social
media is effective
Set objectives
Identify your target audience
Identify the best tools and tactics to use
Integrate social media with other communications
plans
Determine agency capacity and resources
Identify a system for evaluation
Develop a foundation for experimentation
Create policy
Aid in changing organization culture

6. Objectives
What do you want to accomplish with
social media?

7. Target Audience
Who must you reach to meet your
objectives?
What sort of content will resonate with
them?
What social media tools are they using
and how are they using them?
Audience Research Resources:
http://beth.typepad.com/beths_blog/2008/09/nptech-summary.html

8. Tools and Tactics
What social media tools and tactics best support your
objectives and match your targeted audience?
What tools and tactics do you have the capacity to
implement?
Source: www.wearemedia.org

9. Tactics
Listen
Participate
Produce Content
Generate Buzz
Build a Commuity
What Tool(s) should I use?
Facebook!

10. Integration
How does your social media plan support
components of other communications
plans (website, email marketing,
mailings)?

11. Capacity
Who will implement your social media
strategy?
How much time can they allocate?
Do you have an efficient method?
Do you need outside expertise?

12. Evaluation
What data will you use to track your
objectives?
How often will you evaluate?

13. Experiment!
Listen, fail informatively, and evolve
Steps to planning and designing your first
experiment:
Pick a social media project that won’t take much time
and relates to your goals
Write down your successes
Write down your challenges
Ask or listen to the people you connect with about
what worked and what didn't work
Watch other nonprofits and copy and remix for your
next project
Rinse, repeat

14. Policy
Privacy
Presence
Best Practices

15. Culture Change
How do you get your organization to own your
social media strategy?
How will you address fears or concerns?
Common concerns:
Loss of control
Dealing with negative comments
Addressing personality versus organizational voice
Fear of failure
Perception of wasted of time and resources
Information overload

16. Homework
Create your own social media strategy!