SlideShare a Scribd company logo
How to Match Social Media Strategy 
with Your Organization’s Goals 
Danielle Brigida 
National Wildlife Federation 
#RaganMSFT 
@starfocus
Reasons We’re Active on Social 
Flood = Support 
#RaganMSFT 
@starfocus 
Fire = Criticism 
Earth = Relationships
Remember Goals and Objectives 
• Research and Learning 
• Build Relationships 
• Improve Reputation 
• Generating Content 
• Issue Awareness 
• Drive Traffic 
• Actions Taken 
• Sales/Fundraising 
Consider each tool’s 
capability and 
combine it with user 
tendencies. 
#RaganMSFT 
@starfocus
Demographics – Preliminary Research
Listening with Analytics
Research Social Media 
Search Sites 
• Blogs 
– Ice Rocket 
– Google Blog Search 
– Technorati 
• Facebook/Twitter 
– Search.twitter 
– Social Mention 
– Mention.net 
– Boardreader 
– RSS Notifications
Just RSS Your Search Results! 
RSS = Real Simple Syndication 
#RaganMSFT 
@starfocus
Track Relative News and Mentions 
Feedly.com
Notice Content Trends 
#RaganMSFT 
@starfocus
Tagboard Searches Hashtags 
#RaganMSFT 
@starfocus
Know Your audiences 
National Wildlife 
Federation 
Forest Justice Campaign 
Certified Wildlife 
Habitat Page
Art of Quality Conversations 
• Speak Less- Listen More 
• Develop Your Sense of Humor 
• Know Your Current Events 
• Keep Track of Interesting Experiences 
• Be a Bearer of Good Tidings 
• Keep Comments Short and To the Point 
#RaganMSFT 
@starfocus
Start With Your Community: 
Know Your Most Active Social Supporters 
#RaganMSFT 
@starfocus
Manage Social Connections With Lists
Help Keep Track of Meaningful Interactions 
#RaganMSFT 
@starfocus
Empower Staff on Social Media to 
Grow Your Community
Act on What You Find 
• Comment on posts 
and mentions 
• Track mentions 
• Send updates to 
other staff 
• Be willing to be 
engaged and 
informed by your 
audience
5 Ways Linkedin is Better 
Than a Rolodex 
• Public Contacts 
• Understand Your Network 
• Search for People 
• Aggregate Job Updates 
• Stay Connected
Join the Conversation
Improve Your Reputation from 
Listening
Measure the Impact: 
Collect Qualitative Data 
• Set up outreach goals and track their value 
• Correct misinformation, Assist with Issues 
• Notable mentions and behavior change 
• Make note of content created
Take the Time to Learn the 
Communities 
• Listen All the Time 
• Be Responsive 
• Add Value 
• Spark Discussion 
• Be Present 
• Follow the Passion 
• Provide 
Visuals, Messages 
and an Action #RaganMSFT 
@starfocus
Find The Active Users 
• Super Influencers are 
great friends 
• Ask them for advice 
• Help them and you can 
learn from it
Regional and Audience 
Specific Accounts
Rules for Social Content 
• Would you share it? 
• Photo 
– Cute or impressive 
• Add value 
– Provide the how, why, 
news, or what now 
• What do you want 
people to DO? 
– Click, like, share, 
comment, take action
Twitter Content 
• Be useful 
– News, facts, relevance 
• Clear & concise 
• Valuable content 
• Interact 
– Listen, RT, reply 
• Photos
Learn from Your Community and 
Advocates 
@klsnature
Get Members to Collaborate Together 
#RaganMSFT 
@starfocus
Combine Online and Offline
Use Content and Blogging to Give 
Context to Your Work
Consider ALL Your Communication 
Channels
Bridging Social and Organizational 
Relationship History
Experiment with Memes
Content Pyramid 
SM 
Blog Posts 
News Articles 
Features 
Evergreen Content 
Informal Right Now 
Formal 
3 years 
from now
Expand on existing content
Success Story: 
Search Engine Optimization + Content 
• Does the Frog Mouthed Turtle Exist? 
• 12,600+ Page Views 
• #1 Ranking in Google 
• 91% of traffic from search
Passionate Supporters 
Spread the Word
Carefully Use Social Media Advertising 
• Facebook 
• Twitter 
• Youtube 
• Stumbleupon 
• Linkedin 
• Reddit 
• Care2
Effective Fundraising Isn’t All Online
Fundraising on Social Media is 
Often Unreliable
Bring the FUN to Fundraising
Consider Crowdfunding – 
Social Fundraising 
*works best when you have dedicated ambassadors
Example 
National Wildlife Photo Contest
Find Communities that 
Align with Goals 
Inspire Americans To 
Protect Wildlife For Our 
Children’s future 
Photographs 
Getting 
Outdoors 
Watching for 
Wildlife 
Instagram 
Google+ 
Facebook 
Flickr
Create Content Intended for Your 
Audience 
#RaganMSFT 
@starfocus
2013 Photo Contest Results 
• 3,000 people entered 32,000 photos 
• 10,300 were donated 
• Users cast 646,000 votes 
• Over 150,000 Page views 
from Facebook
Empower Others to Share and Interact 
#RaganMSFT 
@starfocus
Think of Where You Can Provide Value 
#RaganMSFT 
@starfocus
Well Said.
Questions? 
Danielle Brigida 
Sr. Manager of Social Strategy 
National Wildlife Federation 
@starfocus 
brigidad@nwf.org 
Judy N, Flickr

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Incorporating Social Media Into Your Strategy

Editor's Notes

  1. Informal does not mean fabricated or under-researched. It simply means you are giving more of a voice to your content than you would if it was a scientific paper.
  2. By taking an issue you cover broadly on your website and expanding on it in a blog post, you can dive deeper on priorities that your organization is focusing on.
  3. Look for opportunities to educate and have fun with the serious issues we cover.