The document provides tips on how nonprofits can use social media to inform the Greater New Haven community about their work. It recommends that nonprofits (1) create Facebook, Twitter, Pinterest, and Ning pages to promote programs and fundraisers independently or in conjunction with other local organizations, (2) train staff on social media use, and (3) establish engagement guidelines while avoiding overly legalistic rules that discourage participation. Nonprofits are advised to disseminate bite-sized, actionable information through social media and make it easy for others to share their messages in order to expand awareness of their missions.

1. How use social media to inform
Greater New Haven
about the work of your Nonprofit
Greater New Haven Chamber of Commerce
Nonprofit Resource Council
22 May 2012
“If you don’t like change, you’re going to like
irrelevance even less.”—General
Eric Shinseki, retired Chief of Staff, U. S. Army

2. Social Media: General Information
• Creating a fan page on Facebook, Techsoup help
• Best practices on Twitter, how to engage people
• Tips for Professionals on LinkedIn, Nonprofit use
• Ways to use Pinterest page, why and how
• Create online social network using platforms like Ning and
advice for how to do this best on Ning page for nonprofits

3. Social Media: Operating Premise
Your organizational:
• Facebook
• Pinterest and
• Twitter Ning,
can be used independently OR in combination w/
o New Haven Independent Calendar
o JournalRegister: Connecticut Newspapers.org
o NHFPL Blog Calendar and/or
o GNH Community
to promote fundraisers, make the community aware of your
programs, recruit staff and create general awareness about
your organization.

4. Social Media: Beginning
• Listen: it's impossible to engage without knowing what's
going on
• Training for staff at all knowledge levels
• Lastly, establish Rules of Engagement that are
understandable and practical (legal documents c.y.a. but
may ultimately discourage & be counter-productive)
Adapted from a presentation by: Stefan Heeke, Director of Social Media at Siemens Corporation

5. Old Way: One Way Communication
• Public Service announcement
• Hard copy (paper) newsletter
• Website example:
• No easily discernible way to act
• All about the org.

6. Social Media Way: Be Everywhere
• Start with YOUR people. Request that board members,
donors and perhaps program participants repeat your
message in their social networking & make it easy for
them to do this
• Link your website to social networking websites: Twitter,
Facebook, possibly LinkedIn
• Add a share button to your webpage (Best practices re:
share buttons)

7. Old Way: "Personalize“ email message
Evolution of email as social media evolves:
• Old School
• Stepped up
• Maximizing reach

8. Social Media Way: Be a Curator, be Useful
Example:
• CWYC - website connected to Facebook & You Tube
Hashtag: #NHVYOUTH
• What about elderly, homeless, low income who can't
afford a cell phone? Eligiblityclients? With Twitter to Text

9. Old way: Audience knows YOUR MISSION
Make your Organizational mission clear & easy to repeat

10. Social Media Way: Bite Size Information
Information should be:
• Actionable (attend, donate, volunteer)
• Easy to share via emailed and social media
• Bridge from specific interest to general knowledge

11. Social Media Way: Summary
• Be Everywhere by:
• Making it easy for recipients to share your message
• Asking board members, staff & perhaps clienets to use
their social media network to help spread the word.
• Be useful, be the curator of something
• Provide bite size bits of information that allows
people to act, share and expand awareness about your
nonprofit

12. Thanks for Listening
QuestionsDiscussion