The document outlines steps for organizations to effectively use social media. It recommends determining who the target audience is by creating a character profile defined by demographics and interests. It also suggests identifying why the audience would want to hear from the organization by focusing content on solving audience problems and other relevant issues. Finally, it advises setting a social media plan and calendar of events, as well as establishing goals and a long-term strategy to maintain an ongoing social media presence.

1. Presentation by Amy Sept
Nimbyist Communications
June 6, 2011 Finding the next steps
You’re on social media
now what?
WHY do you want to be on social media?
 Share expertise and information
 Raise money
 Promote events
 Build an online community
 All of the above
 Other:
▪▪▪
WHO do you want to talk to?
 “Everyone” is not a very accurate target.
 Be as specific as possible; create a character so
you can then decide how best to connect with
him or her.
▪▪▪
The person my organization wants to
connect with is…
 Role?
 Location?
 Income?
 Interests?
 Stage of life?
 Preferred social network?
 Other?
Social media =
Online activities
that connect users
with other people
and information.
Silhouette image adapted from photo by June Hymas (cc) (cc) (

2. Amy W. Sept, Nimbyist Communications
www.nimbyist.com | 416.619.7730
On Twitter: @AmySept or @Nimbyist
WHY do they want to hear from you?
 You need to find a way to make your messages relevant
to the people you want to connect with.
 What can you do to help them solve their problems?
 Warning signs or symptoms
 Myths
 Items in the news, like research
 How to help or find support
 How your organization spends donor dollars
 Help people get involved, take action
 Other:
▪▪▪
WHAT is your plan?
What events are in your organization’s annual calendar?
JAN FEB MAR
APR MAY JUN
JUL AUG SEPT
OCT NOV DEC
▪▪▪
HOW will you keep moving forward?
 Set realistic goals for your social media program.
 Review regularly and adjust as needed.
 Have a long-term plan to keep things going, especially if you’re starting
with a volunteer or summer student.
“You have to earn your
place in your audience’s
minds every day.”
~ Owen Thomas, VentureBeat
Resources and
additional info:
nimbyist.com/pr/mcc11