This document summarizes Beth Kanter's presentation on making social media work for small nonprofits. The presentation provides guidance on developing a social media strategy, including defining objectives and target audiences, creating content themes and calendars, selecting appropriate channels, and enlisting champions. It emphasizes starting small, testing approaches, and continually learning and improving social media efforts over time. The goal is to help nonprofits implement one small step towards becoming a more networked nonprofit using social media.

1. Making Social Media Work for Small
Nonprofits
Beth Kanter
June, 2017

2. @kanter
www.bethkanter.org
Beth Kanter: Master Trainer, Speaker, Author and
Nonprofit Thought Leader

3. Who Are You?
Job Role
Type of Nonprofit
Implement social media for your nonprofit?

4. What is your burning question?

5. http://bit.ly/MCF-1-Q1
Slido.Com
Event Code: #MCF-1

6. TOPICS
OUTCOMES
Buffet
Interactive
Reflective
Slido.Com – MCF-1
FRAMING
The Agenda
Implement one
small step
towards
becoming a
networked
nonprofit
• Social Media Trends
• Social Media
Assessment
• Writing Your Social
Media Strategy
• Content, Channels,
and Champions
• Poster Session
• Q/A, Reflection, Raffle
http://bethkanter.wikispaces.com/mcf

7. Digital Revolution

10. Content Is King, Storytelling is Queen
What hasn’t changed?

11. Transmedia Storytellingg

16. Social Tees Animal Rescue

21. My Work: The Networked Nonprofit
Networked Nonprofits are simple, agile, and
transparent
Listen and engage with networks of people
and organizations to reach outcomes
Staff and board leverage their professional
networks in service of mission
Experts at using social media and online
collaboration tools to make the world a better
place

22. Networked Nonprofit

23. Source: Heather McLeod Grant

24. Super Champions

25. Wake International:
Everyday Champions: Board, Staff, Volunteers, Supporters

26. Small Nonprofits Can Do This!

27. Where is your nonprofit? Content, Champions, Channels
Objectives and
audiences for social
Uses FB and other social
channels, but not
consistent
Haphazard metrics
Leader and employees
use social but lacks
champion strategy
Content is consistent
process based on
personas and research
Consistently shares
content across social
channels
Activate staff and
supporters as needed
Some measurement in
all above
Lacks Social Media
Strategy
Culture Change
Sporadic content
and social
presence
Lack of social
media champions
inside or outside
Multi-Channel Engagement,
Content Strategy, Internal
Process, and Measurement
Strategic pilots with
emerging social media
channels
Formal Champions
Strategy ongoing
Reflection and Continuous
Improvement
CRAWL WALK RUN FLY

28. Where’s Your Organization Now?
• What do you need to do
to improve to get more
impact?

29. Digital Strategy

30. How To Write Your Social Media Strategy
AudienceAudience
ObjectiveObjective
ContentContent
ChannelsChannels
ChampionsChampions

31. PEOPLE: Artists and people in their neighborhood
OBJECTIVES:
Increase engagement by 2 comments per post by FY 2017
Content analysis of conversations: Does it make the
organization more accessible?
Increase enrollment in classes and attendance at events by
5% by FY 2017
10% students /attenders say they heard about us through
Facebook, Instagram, or Twitter
CONTENT AND CHAMPIONS
Show the human face of artists, remove the mystique, get
audience to share their favorites, connect with other
organizations. Ask artists and teachers to share with their
networks on FB.
CHANNELS
Focused on Facebook, Twitter, and Instagram to use best
practices and align engagement/content with other channels
which includes flyers, emails, and web site.
POST: Kearny Street Workshop

32. PERSONAS: Kearny Street Workshop Example
Artist Persona:
Cathy, in her 20’s, uses
Instagram and Facebook
to share her art work.
Wants to participate in
programs and exhibits at
the gallery.
Neighborhood Persona:
Lee, lives and works in the
neighborhood. Is a cook. Uses
Facebook on his mobile phone. Has
not visited the gallery because he
thought it was a private club.

33. Define Measurable Objectives
Reach
Engage
Action
Donate
Grow our web site
visitors by 10%
Increase comments
on Facebook by 2
per post
Increase the number
of people who
follow us on Twitter
by 10%
Increase the number
of people who
attend our events by
10%

34. Exercise: People and Objectives
• Describe 1 target audiences that you want to
reach through social media
• What action do you want the audience to take?

35. Step 3: Social Optimization: The Building Blocks
Content ChampionsChannels

36. Digital Content Best Practices
• Content themes and stories resonate with
your audience and support objectives
•Content is shared across channels and
optimized for different social media channels
• Different Formats: Video, Photo, Text
• Disciplined work flow to plan, create, curate,
share and measure – weekly or monthly, one
channel or many

37. THE PLANNING WORK FLOW
SCHEDULING & ORGANIZING
Who, What, When, Channel
THEME DISCOVERY
Make a high level plan
RESEARCH & BRAINSTORMING
What content do personas want to consume?

38. Content Themes
• Behind the scenes at your organization
• Stories of impact about the target audience
• Showcase programs or services
• Fun or inspiring stories or content
• Educational or practical tips
• Industry or local news, breaking news, news jacking
• Research, data, policy information
• Curate content useful to your audience
• User-generated content

39. Editorial Calendar: Weekly, One Channel

40. Editorial Calendar: Monthly, Several Channels
Tools: Spreadsheet, Buffer, Sprout Social, Co-Schedule, Edgar

41. Organizing Your Content Creation Process

42. Exercise: Think, Write, and Share
● Identify content theme. Brainstorm some ideas about
your NGO would share a story related to that theme that
resonates with your target audience.
❏Behind the scenes at your organization
❏Stories of impact about the target audience
❏Showcase programs or services
❏Fun or inspiring stories or content
❏Educational or practical tips
❏Industry or local news, breaking news, news jacking
❏Research, data, policy information
❏Curate content useful to your audience
❏User-generated content

43. Pick the Best Channels to Reach Your Audience
● Optimize the 1-2 most important social platforms first
● Right size editorial calendar to your capacity
● Repurpose and recycle content creatively across
channels
● Measure, learn, improve

44. ● Complete your FB profile, prioritized in
algorithm
● Experiment with post length: Short
copy could work well for clicks,
whereas longer copy could work better
for engagement.
● Lead with a question in your post
● Use bullet point lists
● Add a pull quote from your content
● Include an emoji or two
● Tag other pages/users
● Engage in the comments
● Images work well on Facebook, ideal
size 1,200 x 630 pixels or use Canva
● Video, video, video!

45. www.facebook.com/edutopia
Inviting the Click Thru

47. Champions
Enlisting your staff and board to leverage
their personal brands and networks on
social media
Getting your supporters and fans to spread
the word about your organization or
campaigns on social media channels
Identifying and cultivating super fans

48. The Social CEO: In Service of Strategy

49. Fun, Easy Ways To Engage

52. Fun/Easy Ways To Engage that Align with Objectives

54. Social Media Super Fans: Who is Most Engaged on Social Channels?
• Use WhoLikesUs to get a list of
your most engaged Facebook Fans
• Social Rank for Twitter/Instagram
• Invite them – your email list

55. Create Your Strategy Poster

56. Share Pair

57. Gallery Walk

58. Open Question and Answer
SLIDO.COM
ECVO
We will also use the back channel

59. One Minute of Silent Reflection: I Commit To …
Futureme.org

60. Book Raffle

61. Thank you!
www.bethkanter.org
The Happy Healthy Nonprofit
http://bit.ly/happyhealthynpbook