1) The organization has seen significant growth on social media platforms like Facebook and Twitter, raising $500,000 on Facebook alone. 2) Social media is integrated into all positions and used for customer service, relationship building, advocacy, and fundraising. Key performance indicators include actions taken, donations, and positive brand sentiment. 3) The organization prioritizes engagement, responsiveness, and providing value to fans in order to convert them into constituents who will donate, take action, and advocate on issues.

1. [ The Revolution Will Not Be Televised.. ]
Carie Lewis
Deputy Director, Online Communications

2. [ Just a Fad? ]
“I just got a keychain and address labels in
the mail from you guys. Now that I see
you posting on Facebook and know you're
legit, I'll be sending a donation. Thanks
for the work you do.”
– Posted to our Facebook Page wall, January 2010

3. [ By The Numbers ]
• 1.6 million Facebook fans
• 180,000 Twitter followers
• 129% growth rate on Facebook from ’11-’12
• $500,000 raised on Facebook (lifetime at the end of 2011)
• Over 200,000 actions taken on Facebook in 2012
• All positions in social media have been paid for by
Facebook fundraising.
Integration and engagement are the keys to
our growth and success in social media.

4. [ How We’re Structured ]
Carie Lewis
Director of Emerging Media
Strategy and project management
Anne Hogan Ellen Pascale Sarah Barnett Sarah Butler
Community Manager Social Campaigner Social Communications Online Ad Coordinator
Posting and engagement Social media technical Manager online advertising
talking points and PR
Teddy, Bella, and Max
Emma Williams Dogs of Emerging Media
Emerging Media Intern Online Volunteers Emotional Support

5. [ How We Use Them Differently ]
People talk about us here Where our constituents are
A customer service and For customer service and
relationship building tool relationship building
but is our action oriented
community
Tweets are split between
being a news source and
engaging with audience

6. [ How Social Media Works at HSUS ]
• The HSUS Twitter and Facebook pages are maintained by Comm
• Social media is a small part of everyone’s job, but we are the
gatekeeper
• Over 100 presences on Facebook in addition to our Fan Page
• Monthly Social Media Working Group for admins
• All Admins must sign an
admin contract
• No social media policy for
employees but hold quarterly
privacy trainings
• Read industry publications
and participate in networking
events to stay ahead

7. [ How We Operate in Social Media ]
• Answer everyone who comes to us
with a legitimate question or concern
• Do not use tools to schedule or post
•Monitor every public mention of HSUS
• Facebook response time = under 2 hours,
Twitter = 30 minutes.
• Don’t delete comments unless they
violate our commenting policy
• Very selective about what we post
• Every post must provide fans some
kind of value or benefit.
• Never post more than once a day unless
there is breaking news.
• Social media is no longer an afterthought – its integrated

8. [ Our Social Media “Philosophy” ]
By providing our fans what they want like:
• fun contests
• polls asking for their opinion
• listening to feedback on posts
• answering every question
• Show ways to make a difference
• other engagement opportunities
We believe they will feel enough of a
connection with the brand to do
what we ask such as:
• donating
• taking action
• filling out a form
• Answering a question
• RSVPing to an event

9. [ But Perhaps Most Importantly…]
We don’t measure success
by # of fans or followers.
“…that’s so myspace.” –C. Lewis

10. [ Goals ]
Our goals in using social media are: advocacy, fundraising, providing
customer service, and increasing brand sentiment online by
promoting the good work of the organization.
Customer service
& engagement Interest & trust
More likely to
share our content Positive connection
to the brand
Better chance of
becoming a member
Everything we do online is tied to advocacy and fundraising – social media is no exception.

11. [ What Matters? ]
The Like or Follow is the beginning of the
relationship between you and a fan,
not the end.
Ask yourself:
• Do those people do what you want them to do? (tie to goals)
• How can you get them to do it? (think like a user)
• How are you making it a valuable community for both you and
your fans? (be selective and creative)
• How will you get them to come back? (engage)
You must be relevant, interesting, concise, responsive, and provide value to your fans.

12. [ What We Measure ]
• # of actions taken
• # of donors
• Amount of donations*
• # of new names to file
• Customer service wins
• Sentiment %
• Growth rate
• Most popular content
• # mentions
*both from Facebook Causes and sourced from our website
• Notable mentions

13. [ Measuring and Showcasing the Intangibles ]
Our Weekly Social Media Mentions
Report showcases notable mentions
about our brand in social media.
Includes mentions from:
• Supporters/members/fans
• Other organizations
• Companies
• Celebrities
Sent to executives to showcase
intangible benefits from social media
as well as give them an insight of what’s
buzzing online that week related to our brand.

14. [ We are Serious About Social Monitoring. ]
Use Tweetdeck and Google Alerts
(free) or purchase a social CRM like
SmallAct, Spredfast
Why it works: When someone is
talking about you, you can respond
and give them the info they need,
like help with their donation or
clear up misinformation. Or, you
can anticipate hot-button issues.

15. [ Convert Fans to Constituents! ]
- Bring all your asks inside Facebook
- Give them options.
- Use explicit call to actions.
- Answer and thank everyone.
- Allow comments but have a policy
and monitor your page.
- Ask people to share immediately
after they take action or donate.
- Don’t dismiss custom tabs yet.
- Use Promoted Posts to your fans.
- Close the loop on previous posts.
- Make it personal – tie it to them.

16. [ Final Thought ]
“Social media is
free….
free like a
puppy.”
#SMWES // @cariegrls

17. [ Contact: Carie Lewis, clewis@humanesociety.org // @cariegrls ]