The document provides a comprehensive checklist for nonprofits embarking on social media campaigns, emphasizing the importance of defining success, creating content, and engaging with influencers. It includes ten key considerations such as integrating social media into the overall communication strategy, dealing with negativity, and utilizing the right tools for tracking and management. It concludes with advice on continuous learning and experimentation in social media practices.

1. The Essential Social Media Checklist Presented by: Jordan Viator | @jordanv Jaime-Alexis Fowler | @JaimeAlexis

2. Tips, Tricks and Considerations When Embarking on Social Media Campaigning: The Essential Social Media Checklist for Nonprofits

3. A Key Communications Ingredient

4. Before You Get Started Start using the tools yourself Teach stakeholders how to use the tools Listen to what your constituents are talking about Sign up for alerts of your brand Follow thought leaders

5. Caveats for the Social Masses Social media isn’t a magic bullet Social Media doesn’t exist in a vacuum Results can vary for various reasons What’s right for you might not be right for other organizations Be realistic : )

6. 10 things if you haven’t thought of, you should consider now! “ The Checklist”

7. 1. Define Success Q: How do you know what’s successful if you don’t know what success looks like? A: You don’t Solution: Take objectives and create goals

8. Be SMART Specific Measurable Attainable Realistic Timely “ Raise $1000 on Facebook by December, 2011” “ Reach 750 followers on Twitter by this June 2011”

9. 2. Creating Content You Colleagues News Programs Social Media Research Friends

10. 3. Prioritize Content Focus on your goal Analyze metrics Survey constituents Develop content & repurpose others

11. 4. Get Internal Buy-In Get in front of your management teams Show , don’t tell Help them start their own accounts

12. Buy-In Beyond Mgmt Get a range of staff involved Launch a social media policy Show successes Provide training

13. 5. Integrate

16. 6. Tap into Influencers Who talks about your issue? Engage with in their most active medium Be reciprocal

17. 7. Know Metrics before Campaign Facebook Twitter Blog General Facebook “likes” (previously fans) Number organization mentions Blog comments & responses Media Coverage from social media Funds raised on Facebook Causes/ social presence Twitter retweets Linkbacks to blog Social Shares from respective outlets # of tags on Facebook Number of Twitter followers over time Influencer pick-up of blog posts, topics Number of new supporters in housefile from social Number of Facebook event RSVPs Mentions of brand/ organization Referring traffic to blog from social media Referring traffic to campaign landing page(s) Number of Facebook “likes” of organization post(s) Influencer pick-up of tweets Linkbacks to event/campaign page from blog Number of click-throughs to campaign from each source Shares of event on Facebook Twitter lists organization “listed” Donations sourced from blog traffic Number of user-generated submissions Number of sign-ups on or sourced through Facebook Twitter-sourced donations Media pick-up of content from blog Number of video calls to action taken (URL visits, regs) Number of influencers who share message with network Number of key influencers who share message on behalf

18. WHAT HOW MANY WHEN

19. 8. “Calendarizing” Content Central “social” calendar to plan content like: Events Email messages Campaigns Newsworthy updates Calls to action Volunteer opportunities Feedback opportunities to supporters Sync with overall communications plan!

21. 9. Dealing with Negativity Create a response policy Know what issues to sidestep Be wary of difficult conversations Pay attention to: Tone Influence

22. Do Identify your detractors and influencers quickly. Pay attention to two things: tone and influence Thank and / or re-tweet often Answer all questions Take the opportunity to clear up misinformation BREATHE. Get up and take a walk before you respond. Do NOT Take it personally Be afraid to show some personality. Be afraid to use blocking features – common practice Be afraid to respond to people who aren’t following you but you’re monitoring. Respond to vulgar, inappropriate, instigative content DNFFT

23. 10. Using the Right Tools The right tools will: Make your job easier Make tracking, managing more efficient Help streamline tracking Enable workflow and permissioning if applicable

24. Tool Tracking for Use Hootsuite , Tweetdeck , Spredfast Twitter, Facebook, blogs Managing all social media Social Mention All social media Real-time search and alerts Addictomatic All social media Automatically personalized dashboard of all social activity Facebook Insights Facebook Fans, Demographics, Interactions TwitterCounter Twitter Followers, Following, Tweets, etc. over time Technorati Blogs Linkbacks, blog rank Bit.ly Links in social media Clicks, conversions Twitalyzer Twitter Finding Influencers, Retweeters, Community info Klout Twitter Influencing, influencers, type of user Twitter Analyzer Twitter Charts of mentions, friend trends, subjects, hashtags used What the Hashtag?! Twitter Number of Tweets

25. Parting Words of Advice Never stop learning Pay attention to what your peers are doing Read , read, read Don’t be afraid to experiment Be ready for mistakes No one has all the answers yet…you might just find the perfect recipe yourself!

26. Thank you! Jordan Viator @jordanv @convio [email_address] Jaime-Alexis Fowler @JamieAlexis @PathfinderInt jfowler@pathfind.org