The document provides a comprehensive guide for becoming a social media expert, outlining goals for utilizing social media such as building brand awareness, engaging audiences, and generating leads. It offers practical tips for using platforms like LinkedIn, Twitter, and Facebook effectively, including listening to audiences, sharing relevant content, and actively engaging with followers. Additionally, it emphasizes the importance of consistency in branding and the use of social media management tools like Hootsuite.

1. Become a Social Media
Expert in 60 Minutes
Bridget L. Brandt
Director of Marketing

2. http://about.me/bridgetlbrandt
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3. Agenda
• Goals For Social Media
• Why We Do It
• How to Be Social
• Listening for Leads In Social Media
– Linked In
– Twitter
– Facebook
– Pintrest
– HootSuite
– Links
• Real World—Tips, Tricks, & Q/A
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4. Goals
• Build social presence and community network online: increasing
brand awareness.
• Research and learn more about our donors, potential donors,
competitors, influencers, and other thought leaders.
• Listen to conversations and identify emerging trends.
• Generate positive word of mouth and monitor our reputation.
• Engage. Contributing and sparking conversations about your
nonprofit, gaining donor confidence.
• Drive online audience to relevant, quality content: increasing
visitor traffic, generating more leads and increasing donations.
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5. Why Social Media?
New Users
YOU Create &
Discover
Publish Quality
Organically
Content
Online
YOU Invite, Share,
YOU Measures Engage,
Acknowledge
―Users‖ Share Content,
YOUR ―Rep‖
Create Content, Create
is Reinforced
Links
Sites get traffic.
Awareness Builds,
# Users Grows &
# Leads Increase
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6. How To Be Social
• Listen
– Gain insight into our ―audience‖ customers, competitors, prospects, influencers.
– RSS feeds, Google Reader, Google alerts and tools like Hootsuite, Social Mention
• Share
– Links to content on our blog, website: whitepapers etc.
– Events or conferences you are attending and announcements in real time.
– Content from training/conference sessions: live tweet content, post something to Facebook,
etc.
– Videos or pictures of events – presentations, parties, customers, partners, employees etc.
• Engage
– Make comments, respond to mentions of @yourhandle. Ask questions. Help others connect
online. ―DM you should follow …‖
• Acknowledge
– Publicly recognize, give thanks, call out fans, followers, etc.
• Create
– Social media may be the engine for our marketing efforts, the fuel that powers it is CONTENT.
– Commit to creating content – your own blog posts, tweets etc.
• Promote
– Any actions that drive to our website, blog or related content even sales, marketing or training
events.
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7. Who uses social networking at work?
Employees who access
social media at work
64% access SM sites are happier and MORE
via their mobile device. productive.
35% via their work
computer.
What do they use it
for?
- 10% personal
- 35% business
- 55% both
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8. Social Framework
6:1 Blog Forum Facebook Linked In Slideshare Twitter You Tube
Listen Daily Daily Daily Daily Daily Daily Daily
Share 3/week 1-2/Day
Engage 3/week 1-2/Day
Acknowledge 3-5/week 1-2/week
Promote 2/week 3/week
Create 3/week Daily 1 – 2/day 2/week 1/month 4-6/day 1/week
Measure
Social media may be the engine for your marketing
efforts, the fuel that powers it is content.
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9. Nearly 2/3 of US Internet users
Be Consistent with naming regularly use a social network.
Source: Hubspot, 12/11
• Examples online.
– Like us on Facebook – www.facebook.com/SageNonprofit
– Join the discussion in our group on LinkedIn.
– Find content on www.slideshare.net/SageNonprofit
– Follow us on Twitter – www.twitter.com/SageNonprofit
– Watch and follow on You Tube - SageNonprofit
– Participate in the community forums and visit our blog
http://www.SageWords.net.
When you begin to build out your own social networks, a
best practice is to be consistent with your user names.
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10. Linked In
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11. About Linked In
• Linked In promotes itself as the world’s largest
professional network. You can use it to manage your
professional identity, grow your professional network,
tap into new insights and opportunities and learn by
joining, listening and contributing to the discussions
taking place on Linked In Groups.
• Before you join groups, be sure your profile is
complete.
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12. Linked In – A Tale of Two Profiles
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13. Linked In Tips – Your Profile
1. Your profile is your introduction -
complete it.
2. Add a headline that
Add a communicates what you do vs.
Headline
your title. Think of keywords
colleagues or prospects would
use to find you in Linked In.
3. Add Summary & Specialties
make them client and industry
focused.
4. For each job experience:
answer who you help, problems
you solve & results achieved.
Add Summary &
Specialties 5. Use the space ―above the fold‖
to communicate whatever info
you want to give to sell yourself
or your services. You can list
your services, a summary of
13 clients helped, etc.

14. Linked In Tips – Use Status Updates
• Just below your name and headline where it says
―Post an Update‖ enter in your status.
• Remind your contacts of what you do. Could be as
simple as: ―Attending Summit conference this week.
See you there!‖
• Listen and keep up with contacts. Read status
updates to initiate contact. Linked In let’s you know if
your contacts have changed jobs or if they are
beginning a new adventure.
• Comment on status even if it’s as simple as
―Congratulations on your new job with Save the
Snails, etc‖
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15. Linked In Groups Search 4
Groups Here
• Go to the Search bar at the top
left of the LI screen, select
―Groups‖ from the drop down and
type in your subject of interest. Once in the
• Linked In Groups enable you to ―Group‖ page,
select ―More‖ to
define how you participate in configure your
discussions and receive settings.
information. You can choose to
login and browse topics or you
choose to receive a collated email
of discussions daily or weekly.
• Select the group of interest and
then navigate to ―My Settings‖ on
the ―More‖ tab. A screen like the
one shown will display.
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16. Twitter
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17. 79% of US Twitter users are more
likely to recommend the brands
About Twitter that they follow.
Source: Hubspot, 12/11
• Twitter is a real-time information sharing network the
ultimate in community learning at rapid pace.
• Connect to what you find interesting and relevant.
• Many use Twitter as a substitute for texting and as
another social ―networking‖ channel.
• There are plenty of tools to help you manage, create
and consume Twitter information. MY personal
favorite is HootSuite.
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18. More than 1/2 of active Twitter
users follow companies, brands,
Twitter Tips or products on social networks.
Source: Hubspot, 12/11
• Basic terms you should know
– RT – retweet, is acknowledgement
– MT – modified tweet (use when you edit text and RT)
– Via - use ―via‖ for attribution and multiple acknowledgements
– @reply – public conversation
– Direct Message (DM) - private conversation
• Add value by sharing links to relevant, nonprofit,
accounting, etc information.
• Content from conferences is a ―value add‖, latest
industry information, ―news‖, …
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19. 39% of B2B companies using
Twitter have acquired new
Twitter Tips customers from it.
Source: Hubspot, 12/11
1. Be consistent with your
names.
2. Add a picture!
3. Write a headline
communicating what you do,
your interests and please
include our website
www.sagenonprofit.com.
4. Use Hootsuite, Tweetdeck etc.
to organize and manage.
5. Start by following and
listening.
6. Share and acknowledge.
7. Engage in conversations.
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20. 6 Reasons to Use Twitter
1. Competitive intelligence ―spy‖ on what other
Nonprofits are doing.
2. Follow, listen and keep up with your donors.
3. Increase awareness.
4. Discover and follow up with funding opportunities.
5. Address service/program shortfalls rapidly
6. Generate leads when you post and share relevant
content and Twitter, you help to drive traffic to your
website/s, increase SEO rankings …
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21. Framework for Actions - Twitter
Create & Share
Promote Event
Engage Prospect
Listen
Acknowledge
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22. Framework for Actions - Twitter
Acknowledge
Create & Engage
Listen & Share
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23. Facebook
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24. Did you know that 93% of US adult internet users are on
Facebook? Unless you only sell to that laggy little 7% of all
About Facebook internet users, think again! Source: Hubspot, 12/11
• We are pretty
certain you know
about Facebook.
– Yes, there are an
awful lot of posts
about cats.
– It can suck huge
amounts of time
from your day.
– BUT….that’s where
your people are!
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25. Facebook Tips
1. Upload an Eye-Catching Photo Timeline is a very visual
format and creating a big, bold eye catching photo can
help increase page views.
2. Use a Clearly Branded Profile Picture With Timeline
brands cannot get that creative with their profile
pictures. Previously brands would place codes, marketing
messages and more into the profile picture. Now
Facebook recommends simply creating a clear brand
picture for the profile photo.
3. All Milestones To Company Pages Adding in key dates
can help fans learn about your brand with Timeline. Add
key company moments, store openings, events and more
with milestones.
4. Pin A Post a Week With Timeline brands can create a
―sticky‖ post that will stay as the top post for up to a
week.
5. Arrange Views and Apps Timeline allows pages to
arrange photos and custom apps at the top of the
page. This can help direct visitors to key locations or
photo collections on the page.
6. Manage Your Page With the upgrade to Timeline admins
can now manage their page through the Admin
Panel. The new panel allows admins to track activity,
respond and view real-time Facebook Insights.
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26. Pintrest
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28. About Pintrest
• Pinterest is a Virtual Pinboard.
Pinterest lets you organize and
share all the beautiful things you
find on the web. People use
pinboards to plan their weddings,
decorate their homes, and organize
their favorite recipes.
Best of all, you can browse
pinboards created by other people.
Browsing pinboards is a fun way to
discover new things and get
inspiration from people who share
your interests. To get started,
request an invite.
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29. Pintrest
The good
• Informal
• Get to know people better by their taste in food, decor and fashion.
• 97% of Pinterest’s Facebook fans are women, so good if you are targeting women.
• Huge traffic increase due to pins (a Pinterest term for pictures) that were shared
from their site.
• Very social.
• Control your experience based on who you follow.
The bad
• Understand that everything you share could go viral.
• All pins start out being linked to a site or uploaded from a computer. But somewhere
along the way many of the links get lost as pins get shared, so it’s not fool-proof.
• Simple ―post to Timeline‖ permission button. Clicking that button posts every single
pin you click on to Facebook for your friends, family, and colleagues. You’re a
considerate friend; so don’t fall for this innocent looking button anywhere online.
• Some pictures might not be appropriate for the kiddies. Be careful.
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30. Hootsuite
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31. Organize all your social
media accounts in one
spot. Facebook, LinkedIn,
Hootsuite (it’s free!) Twitter, Wordpress, Ping
…
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32. Listen in on the conversations
online. Organize multiple
streams of info by your @handle
Hootsuite or #searchterm. Here we are
listening to #afpmeet, #nptech
and ―fundraising
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33. Write your message and select
the networks to post in by
checking the account icon. You
Hootsuite can even schedule your tweets
in advance.
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34. More Links & Info
• www.linkedin.com
• www.facebook.com
• www.twitter.com
• www.hootsuite.com
• www.tweetdeck.com
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35. Exciting infographics:
• When to use social media
• How nonprofits are using social media
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36. Q&A
Thank-you for joining me today:
• My blogs:
• http://customerexperience101.blogspot.com
• http://donorexperience101.wordpress.com
• Twitter: bridgetlbrandt
• Email: bridget.brandt@sage.com
• Slideshare: http://www.slideshare.net/bridgetlbrandt
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