This document discusses finding the right social media strategy for nonprofit organizations. It emphasizes that social media should be used to directly connect with and empower people around the issues the organization cares about, not just to promote the organization itself. It provides examples of effective social media use by organizations like the Human Rights Campaign and University of Washington Botanic Garden. It also outlines key factors for a successful social media strategy, including developing a mission-driven plan with goals, audiences, and content calendar, automating and engaging across platforms, and getting executive support and dedicating staff resources.

1. Finding your social media sweet spot

2. We can do better than…

3. Facebook

4. Twitter

5. Tumblr

6. What’s the benefit …

7. The key ingredient…
The social web is not about you.
It’s not about your message.
It’s not about how many people like you.
It’s about how well you connect
and empower individuals to
directly impact the issue
your organization cares about.
-- Wendy Harman, Director of Social Media, Red Cross

8. Post with a purpose.
Post to engage.
Post like we care.

9. Human
Rights
Campaign
facebook.com/humanrightscampaign
#sweetspot

10. 200,000 new
Facebook
followers
4x
website
visits
88,000
email
subscribers
sources: mashable, Blackbaud

11. Helps to bring in 50 weeks
of solid bookings to fund
preservation programs
U. of Washington
Botanic Gardens
http://www.pinterest.com/uwbotanicgarden/
#sweetspot

12. National media coverage
22,000 new web visitors
Engaged audiences
Hijack headlines,
leverage pop culture
#sweetspot

13. Top 3 Factors for Success
on Social Networks:
Developed
a strategy
Prioritized by
executive
management
Dedicated
staff
4th Annual Nonprofit Social Network Benchmark Report (2012)

14. Mission-driven social media strategy

15. Social Media Plan
Goals
Audience
Social sphere

16. Set mission-tied goals

17. Define audience(s)
Members
Program
participants
Volunteers
Funding
agencies
Board of
directors
Donors
Policy
makers
Advocates

18. Select your social sphere

19. Editorial Calendar
Bin content
Batch
Repurpose

20. Bin content types
Volunteer
alerts
Success
stories
Behind
the scenes
Hero
showcase
Just
for fun
Need
to know

21. Batch post creation
Themed
weekly
posts
Event
count
down
Video
interview
series

22. Repurpose with care

23. Sample Editorial Calendar
http://jcsocialmarketing.com/

25. Automate & Schedule
Team effort
Tools
Time blocks

26. Establish a team
Divvy-up duties by:
subject matter expertise
remember your content bins!
platform format fluency
long or short-form writing, images,
video, design, humor, etc.
day, time, or campaign

27. Utilize tools
Tools can help you to:
schedule and automate posts
e.g. Hootsuite, PostPlanner, Buffer, dlvr.it, Zapier
monitor activity
e.g. Mention, Nimble, Twitonomy, Klout

28. Utilize tools, page 2
collect and curate content
e.g. Flickr, Google Drive, Scoop.it, secret Pinterest boards
boost impact
e.g. ThunderClap, LinkedIn Board Member Connect,
YouTube Nonprofit Program, Google Ad Grants

29. Do not wait; the time will never be “just right.”
Start where you stand, and work with whatever tools
you may have at your command, and better tools will
be found as you go along.
- Napoleon Hill

30. Schedule time blocks
Allot time for:
batched post creation
real-time engagement
assessment
team huddles

31. Mission-driven social media strategy
Goals &
Indicators
Editorial
Calendar
Create your sweet spot
Automate
& Engage

32. It is necessary to combine knowledge born from study
with sincere practice in our daily lives.
These two must go together.
-Dalai Lama

33. Jennifer Barrett
Taming Tech For Good
jen@tamingtech.net
facebook.com/tamingtech
@jenbarrett and @techdogooder
http://www.linkedin.com/in/jenbarrett