The document discusses the importance of social media for non-profits and governance. It outlines how social media can help non-profits engage stakeholders and achieve their goals. It also discusses best practices for social media use, including developing a social media plan and policies to guide appropriate use. The presentation provides guidance on how boards can oversee social media use and examples of how non-profits can measure their social media engagement.

1. GOVERNANCE: WHAT’S SOCIAL MEDIA
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GOT TO DO WITH IT?
Emily Davis, MNM, CGT
Emily Davis Consulting
September 26, 2014

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TURN ON YOUR TECH
Follow the conversation…
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#nptech

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A LITTLE ABOUT ME

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A LITTLE ABOUT YOU…
30 seconds or less
Name &
Title
1 Question
for Today Governance
OR social
media buzz
word

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TODAY’S AGENDA
• Making the case for social media
• Board member engagement
• Importance of policies

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BOARD ROLES & RESPONSIBILITIES
Set
organizational
direction
Provide
oversight
Ensure
necessary
resources

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UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all
around us in a variety of forms.
Networked Nonprofits strengthen
and expand these networks by
building relationships within them to
engage and activate them for their
organizations’ efforts.”
(Fine and Kanter, 2010)

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WHAT STINKS ABOUT SOCIAL MEDIA?

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WHAT ROCKS ABOUT SOCIAL MEDIA

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SOCIAL MEDIA LIFECYCLE

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CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Not using social media
consistently
• Resistant to change
• Struggle with control
• Need basic marketing
plan (i.e. branding,
print materials, online
outreach, etc.)
• Leadership-driven
change in culture to
adopt online
engagement
1. Develop
communications
strategy (audience,
goals & objectives,
etc.)
2. Listen & develop
online presences
3. Leadership initiated
discussion about
engagement
*
The
Networked
Nonprofit,
2010

13. CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS
• Using 1 or more
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social media
platforms, but not
consistently
• Online presence
connected to
marketing goals
• Learn & use best practices
• Focus on 1 – 2 social media
platforms
• Need to link to campaign,
program(s), objective(s)
• Need to link goals, objectives,
and activities
• Need to identify audiences
• Collect data for measurement
1. Low-risk pilot program
to demonstrate ROI
2. Build implementation
capacity internally
3. Create/revise social
media policy
4. Integrate and document
measurement data
*
The
Networked
Nonprofit,
2010

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CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
• Strategic use of multiple
social media tools
• Part time or full time staff
for digital communications
• Board using social media
in governance
• Social media usage
integrated throughout org
• Has developed
relationships & technology
integration
• Need more sophisticated
measurement tools
• Find ways to increase
involvement from staff
across the organization
1. Social media staff trains &
coaches other org staff
2. Research more
sophisticated
measurement data, tools,
and processes
3. Evaluate, revise strategies
4. Share success stories with
other orgs
*
The
Networked
Nonprofit,
2010

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CHARACTERISTICS
• Embracing culture of learning
• Use social media data to help the leadership guide decisions
• Demonstrate clear and compelling results
• Networked with other organizations showing similar success
• Internalized social media communication best practices including:
o Strategy
o Implementation
o Integration
o Evaluation
*
The
Networked
Nonprofit,
2010

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BOARD ENGAGEMENT
Understand the Value
• Provide education
• Address fears
• Understand purpose
• Address in orientation
• Use in board meetings
• Use outside of
meetings
Provide Oversight
• Fit within strategic
priorities
• Ensure resources
• Social media plan
creation
• Policy development
• Assessment

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10 TIPS FOR USING SOCIAL MEDIA
1. Social media is A
tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Prospecting,
cultivation,
stewardship
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan

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COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
Adapt
or die!
Every
generation
teaches us new
technology

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WHAT SEEDS HAVE YOU PLANTED?
• Up-to-date
database
• Specific, targeted
outreach
• Phone calls
• In person meetings
• Website
• E-newsletter
• Social media
postings
• Matching gifts
• Challenge grants
• Policies

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ADD VALUE

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TWO WAY STREET
• Be ready to
respond
• Don’t wait to
comment
• Offer ideas
• Ask questions
• Welcome
feedback
• Celebrate
successes
• Educate and
share impact

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SOCIAL MEDIA POLICIES

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EXTERNAL POLICY

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INTERNAL POLICY

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LADDER OF ENGAGEMENT
Awareness
about service
or giving
Interest in
learning
about service
or giving
Desire to
buy service
from org or
donate
Action when
service
purchased or
donation is
made
*© 2010 Beth Kanter

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SOCIAL MEDIA LADDER
Happy bystanders
(Listen)
Spreaders
(Share)
Clients
(Money)
Evangelists
(Ask)
Instigators
(Create)
*© 2010 Beth Kanter

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RELATIONSHIPS DON’T CHANGE
• Cultivate, steward,
& solicit
• Recognize
• Multi-channel
communications
• Meet one-on-one
• Develop
ambassadors
• Stewardship rather
than solicitation
• Effective database

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LET’S BREAK FOR QUESTIONS

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THE NEXT GENERATION

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IT AIN’T FREE
“Many nonprofits
(particularly the smaller
ones) lack the resources
to communicate
effectively. The Internet
offers the opportunity to
cost-effectively build a
community of
supporters.”
--ePhilanthropyFoundation.org

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NOT EVERYONE “DIGGS” SOCIAL MEDIA

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INVESTING IN SOCIAL MEDIA

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HAVE A PLAN
Set
Purpose(s)
Goals
&
Objectives
Tools
&
Strategies
Implementation
Evaluation

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HAVE A GIGGLE

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Emily Davis, MNM
Emily Davis Consulting
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog