This presentation was given at the Community Foundations conference on 9/14/10. A lot of the information about social media strategy and ROI is useful for anyone.

1. Social Media & Community Foundation Leadership The Risks, The Thrills & The Whole Wild Ride Tina Arnoldi, Director of Information Management Susie Bowie, Communications ManagerCoastal Community Foundation of South Carolina Community Foundation of Sarasota County

2. Welcome to the Ride

4. The Case for SM & Community Foundations

5. Involving Your Leadership Team

6. Integrating SM in Your Communications Strategy

7. Social Media Guidelines & Policies

9. A Little Social Media Background

11. What does this video tell us?

12. 4 core principals of SM It’s SOCIAL.That means you listen, you respond…it’s a conversation, not a billboard for announcements. It begs you to ask “where does my audience live and what do they like?”In this aspect, it’s no different form any other kind of communication.

13. 4 core principals of SM 3. It involves time and trust.Again, think “relationships.” Adding value is key. 4. It’s not if you’re going to play, but when.It’s not as much about Facebook or Twitter as it’s about a fundamental change in how people expect to participate in information.

14. What happens if you aren’t social, don’t know your audience, don’t build a relationship and hesitate to play?

15. Case study: Motrin

16. "Consider social media as a game changer...Social media is an evolution of how we communicate, an essential part of businesses and organizations that want to move forward in this new economy… Prioritize it as one of your most important tasks.” -Nicole Harrison, Mission Makers blog

17. Why Community Foundations?

25. We like being active participants in community-based issues.

28. Social networks & social change? Weaving community. Accessing diverse populations. Building and sharing knowledge. Mobilizing people. Coordinating resources & action. -Stanford Social Innovative Review

29. Involving Your Leadership Team

30. Leadership buy-in is essential. How about involvement? Who should be involved vs. who can be involved?

32. The CEO as Blogger/Tweeter/Etc. (We’re talking personal vs. organizational accounts) Pros More likely to get engagement Gives you a face & makes you more approachable Provides another way for stakeholders to reach out to you Allows you to showcase your expertise [Perceived] Cons “It’s about the foundation, not about ‘me’” “I want to hold on to my professional image” The lines are blurring too muchbetween personal & professional “Do I really want to be MORE accessible?” “What about the TIME?”

35. Urgency

36. Timeliness

37. Pithiness

38. Controversy

39. UtilityCan your Foundation leaders do it? *Source: Seth Godin

40. Integrating SM in Your Communications Plan & Foundation Strategy

41. Overall Foundation Communication Goals Overall Foundation Communication Goals Audience Using Social Media Social MediaCommunication Goals Known Social Media “Behaviors” Selecting SM Tool Posting Content Listening Monitoring &Measuring Outcomes

43. Are they already living on Facebook/ Twitter/ YouTube?

44. How do they find you there?

46. Future/ next generation donors?

47. Professional advisors?

48. Grantees/ potential grantees?

49. Current/ future scholarship awardees?

50. Foundation partners/ sponsors?

52. 78% of organizations that fundraise using Facebook raised $1,000 or less in 2009. Source: 2010 Nonprofit Social Network Benchmark Report

54. 5 Ways Foundations Can Engage Using Content & Stay on Brand Ask questions about community issues related to your funding areas. (And then listen, respond!) Showcase your expertise with tips relevant to youraudience(s). Feature news from local nonprofits, linking to theirwebsites, or link to a positive news story from media. Post short, conversational announcementsrelating to your grants/programs. Post interesting trivia about staff/board members or your community.

56. 5 Ways Foundations Can Use SM to Achieve More Impact Ask questions about community issues related to your funding areas. (And then listen, respond!) Follow other grant makers and nonprofits for short updates on how philanthropy is working in other communities. Follow Chronicle of Philanthropy, GuideStar, Foundation Center, etc. to stay on top of philanthropic trends. Use SM channels to access capacity building resources. Network with other foundation leaders for more productive colleague relationships.

59. Who at your Foundation is passionate & savvy in social media?

63. Social Media Guidelines/ Policies

66. Who’s in charge of SM at your organization.

70. When numbers are important. Measuring followers/”likes” vs. true engagement

72. How do you measure the impact of a press release or an ad?

77. Shares

78. Increase in fans

80. Track clicks

81. Include FB page

82. Monitor other social media accounts

83. Team-tweeting

87. Find us on Facebook and on Twitter@NonprofitSRQ@TinaArnoldi