Jan Gunter: Stretching Your Social Media Staffing & Dollars: Effective Use of Staff & Interns
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Learn how you can effectively transform your staff, interns, and volunteers into a rockstar social media team, without maxing out your budget. You’ve likely heard this piece of advice before: “Don’t let interns run your social media.” Instead, Jan shows how you CAN and SHOULD use your interns—as well as your staff—to help maximize your social media strategy and enhance your online connections.
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Jan Gunter: Stretching Your Social Media Staffing & Dollars: Effective Use of Staff & Interns
- 1. Stretching Your Social Media Staffing and Dollars Jan Gunter Communications Manager Ronald McDonald House Charities – Austin Effective Use of Staff and Interns
- 3. 290 Local Chapters around the World 266,000 Likes on Facebook 21,400 Follows on Twitter 3,847 Likes on Facebook 3,532 Followers on Twitter
- 4. “Making Do” on Not a Lot Communications Manager Position includes • PR • Marketing • Supporting Programs and Special Events with recruitment campaigns, donor campaigns, special event promotions, etc. • Website Management (Check back in a few weeks to see our new website design – rmhc-austin.org!!) AND • Social Media
- 5. Social Media Strategy • Socialize with our constituents. • Develop a credible social voice. We work to speak in a voice that is authentic, personal and humble. • Provide value for people – sharing insider stories about the impact of their support; giving them information; sharing connections with them – by posting images of volunteers, families, staff and donors. • Promote fundraising events through social media campaigns.
- 6. Choosing Your Platforms • Choose your sites carefully. o Comfort Zone – Where is yours? Understand it, but don’t be limited by it. o Focus – Determine where your nonprofit’s focus should be. • Have fun o Connect o Be Social – It is, after all, SOCIAL Media • Work Hard o Track o Do Business
- 7. Top Five Tips for Recruiting and Training Interns
- 8. Recruiting 1. If you Post it They Will Come
- 9. Recruiting 1. If you Post it They Will Come: Where to post a) Your organization website and channels b) YNPN - Young Nonprofit Profit Professionals Chapters and their listserves c) Local Colleges and Universities Career Development Departments and social media pages d) Idealist.org
- 10. Training 2. Training an intern takes time – expect this. 3. Begin with orientation – to your history, your brand, your social media policies and voice. 4. Individualize! Pay attention to what they do well/like and give them more of that. 5. Give the intern a meaningful, rich, real-world experience, and this will be a win-win experience. Suggestion: An Intern Journal
- 11. Examples of Social Media Work for Interns 1. Batch of posts to write Staffer reviews, edits and then has them rewrite Guide them in posting to social media site 2. Work within multi-channel campaigns to create social media buzz: competitions, great posts 3. Allow them to “own” a channel: Blog – My first intern helped us launch our blog. Pinterest - Another intern launched this for us Instagram – Photo of the Day Video – Our Lights of Love video
- 12. Lights of Love Video Created by an Intern The “Cast” included interns and staff
- 13. Our Blog Meet the Cast – Eight Staff Writers
- 14. Pinterest Shared boards with RMHC Global & other Chapters
- 15. Photo of the Day – This Auto-posts to Twitter
- 16. How to Manage Interns for Success 1. Always have a detailed job description and deliverables. 2. An intern should be recruited by and for a particular staff member who is a mentor and is responsible for training and ensuring the intern is meaningfully engaged. 3. Initially review and approve all work before giving full editorial control of any platform
- 17. Discover what works for you
- 19. 85 Likes 5 Comments Every once in a while, share yourselves.
- 20. Some Favorite Resources • Seven Steps to Social Media Success : The Gremlin Blog • John Hayden o Facebook Expert for NPs • Kivi Leroux Miller o Multi-Channel and Email Marketing o The Nonprofit Marketing Guide • NTEN – Nonprofit Technology Network o Webinars, training, blogs for members and nonmembers • http://topnonprofits.com/posting-guide • Pre Commerce – Bob Pearson • The Thank You Economy – Gary Vaynerchuk
- 21. Jan Gunter Communications Manager RMHC Austin jgunter@rmhc-austin.org @jangunter @RMHCAustin
Editor's Notes
- Post to website at a tminimum. College sites. Contact professors directly. Tweet about it. Find Facebook pages – like the Mass Comm FB page at Texas State.
- Post to website at a minimum. College sites. Contact professors directly. Tweet about it. Find Facebook pages – like the Mass Comm FB page at Texas State.
- We’ve had interns from Texas State, UT, St. Edward’s, Savannah School of Art and Design, University of Arkansas, A&M, Wake Forest and more. Once you have some good experiences with interns, the word will spread!
- Our plan includes posting twice a week with a total of eight staff writers and additional guest bloggers. Each staff member writes once a month. Even this is a challenge, but we do post regularly, even if we don’t always hit the targeted number of posts.
- Our plan includes posting twice a week with a total of eight staff writers and additional guest bloggers. Each staff member writes once a month. Even this is a challenge, but we do post regularly, even if we don’t always hit the targeted number of posts.
- The beauty of Pinterest is that you can
- We post our Photo of the Day automatically to Twitter, and it is often retweeted – several times a week. Children and families, our two major fundraising events, volunteers, and special
- Precious children are always a hit. If you have kids and animals, you’re fortunate!
- Precious children are always a hit. If you have kids and animals, you’re fortunate!
- Because our Facebook fans are very connected to the staff, this casual photo of the staff with “Happy Thanksgiving” on it was a big hit. It was relational, connectional and seasonal.