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Social Media for
Nonprofit CEOs
  Farra Trompeter | Big Duck
                #SM4CEOs

               October 16, 2012


                            bigducknyc.com
bigducknyc.com
#SM4CEOs
@Farra
@BigDuck




           bigducknyc.com
Why are you here?




                    bigducknyc.com
I write 30 tweets on a Friday, have my E.D.
approve them on a Monday, and then send
them out during the week. That's okay right?




It takes time to see the results from social
media; my boss is upset that money hasn't
come pouring in after just one month.


                                               bigducknyc.com
I'm tired of him dismissing social media as if it
is irrelevant, why won't he just embrace it?




My CEO thinks that a 21-year old intern is the
only person that can 'do' social media for us.
She doesn't see it as a marketing tool or one
we should invest time or money in.



                                             bigducknyc.com
Social media is a       Social media is
waste of time.          integral to our org.
        1       2   3    4        5




                                      bigducknyc.com
What I hope you will learn today
•  What social media are
•  How to think about a social media
   strategy
•  Understand who should staff it and how
   much time it takes
•  Elements of social media guidelines
•  How your peers use social media



                                       bigducknyc.com
“The loss of control
you fear is already in
the past.” –Clay Shirky




                      bigducknyc.com
What is social media?




                    bigducknyc.com
It’s about reaching and
connecting people




                          bigducknyc.com
http://instagr.am/p/nm695/

                             bigducknyc.com
How does social
media fit in?




                  bigducknyc.com
bigducknyc.com
Reasons Nonprofits Communicate




                          bigducknyc.com
Online Engagement Priorities




                           bigducknyc.com
Connect channels & measure results




   http://www.nonprofitquarterly.org/index.php?option=com_content&view=article&id=18531

                                                                                      bigducknyc.com
Staffing and making
time for it




                      bigducknyc.com
Qualities of an effective social
media manager
1.  Has a passion for the cause and for
    social media
2.  Is friendly, patient, and responsive
3.  Is creative and detail-oriented
4.  Has experience in online communications
5.  Reads blogs about social media and
    mobile technology
6.  Is an early adopter
http://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/

                                                                                      bigducknyc.com
Qualities of an effective social
media manager
7.  Is not overly confident about her social
    media skills
8.  Thinks like a journalist
9.  Is mobile
10. Is willing to mesh his personal life with his
    professional life online
11. Takes steps to prevent social media
    burnout
http://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/

                                                                                      bigducknyc.com
http://www.nonprofitsocialnetworksurvey.com

                                              bigducknyc.com
http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit

                                                                     bigducknyc.com
https://en.twitter.com/ifyc

                              bigducknyc.com
https://twitter.com/eboopatel

                                bigducknyc.com
https://twitter.com/AmberJHacker

                                   bigducknyc.com
Creating social
media guidelines




                   bigducknyc.com
Let go.
 •  You never had
    complete control over
    your message
 •  The conversation is
    happening, with or
    without you!
 •  Mistakes will happen




                    bigducknyc.com
Why create a social media policy?




                             bigducknyc.com
What’s in a social media policy?
1.    Overview of your social media presence
2.    High-level guidance
3.    Specific guidelines
4.    Conversation guidelines
5.    Personal/professional boundaries
6.    Tips and how-tos




                                           bigducknyc.com
http://www.johnhaydon.com/2010/08/org-facebook-page-decision-flowchart/

                                                                          bigducknyc.com
Think before
you post.
WWNT?



    Nana Jewel




                 bigducknyc.com
http://www.slideshare.net/tammygordon/aarp-social-guidelines2010

                                                                   bigducknyc.com
Tips for successful guidelines
•  Strike a friendly tone
•  Encourage experimentation & questions
•  Try to keep guidelines open-ended
   where possible, rather than restrictive
•  Appoint one or two people to manage
•  Keep your audiences in mind—what do
   they expect from you


                                             bigducknyc.com
Involve your staff
•  Identify a go-to person for questions
•  Conduct surveys/interviews to get
   feedback, assess interest, etc.
•  Share draft policy in a staff meeting and
   invite feedback/questions
•  Provide trainings on privacy settings,
   tools, etc.
•  Include in staff orientation

                                            bigducknyc.com
How other CEOs are
using social media




                     bigducknyc.com
http://mashable.com/2011/12/02/social-ceo-infographic/

                                                         bigducknyc.com
“My personal mission for
         engaging in social media spaces
              is to help spark thoughtful
          conversation and ignite action.
         Both will lead to positive change
           in the world, and I truly believe
          that is the best possible use for
             the power of social media.”
          - Matt Flannery, CEO, Kiva.org

http://mashable.com/2011/09/20/kiva-matt-flannery-social-media/

                                                                  bigducknyc.com
http://hsus.typepad.com/wayne/2012/01/wildlife-trafficking-bust.html

                                                                       bigducknyc.com
https://www.facebook.com/WPacelle

                                    bigducknyc.com
https://www.facebook.com/humanesociety

                                         bigducknyc.com
https://www.facebook.com/humanesociety/posts/347082252036362

                                                               bigducknyc.com
https://www.facebook.com/profile.php?id=674848566&sk=wall

                                                            bigducknyc.com
https://www.facebook.com/rinku.sen.1232?sk=subscribers&filter=0

                                                                  bigducknyc.com
https://www.facebook.com/arc.org

                                   bigducknyc.com
https://twitter.com/#!/ARC_RinkuSen

                                      bigducknyc.com
http://www.linkedin.com/pub/rinku-sen/7/334/9a3

                                                  bigducknyc.com
http://www.ifyc.org/about-us/eboo-patel

                                          bigducknyc.com
https://www.facebook.com/EbooPatel

                                     bigducknyc.com
http://www.linkedin.com/pub/eboo-patel/2/938/672

                                                   bigducknyc.com
http://en.wikipedia.org/wiki/Eboo_Patel

                                          bigducknyc.com
http://www.huffingtonpost.com/eboo-patel/

                                            bigducknyc.com
Parting tips for CEOs
•  Make time for it: Start by listening 15
   minutes/day
•  Get a mentor: Ask for help
•  Experiment: Pick one channel to start
   with
•  Be yourself: Share your POV and your
   passion
•  Privacy: Check your settings (again)
•  Turn it off: It’s okay to have ‘down’ time


                                           bigducknyc.com
Parting tips for organizations
•  Map out a strategy: Set goals and find
   your community
•  Create guidelines: Help your team
   understand how and why
•  Rethink staffing: Put the right people in
   place
•  Allocate time: Start 30-60 min/day
•  Use your brand: Let positioning and
   personality guide content


                                         bigducknyc.com
Resources




            bigducknyc.com
Resources
•    Nonprofit Technology Network
     www.nten.org
•    Nonprofit Social Media Decision Making Guide
     http://idealware.org/reports/nonprofit-social-media-
     decision-guide
•    Nonprofit Social Media Policy Workbook
     http://www.idealware.org/reports/nonprofit-social-
     media-policy-workbook
•    NPower
     http://www.npower.org/


                                                      bigducknyc.com
Articles and Reports
•    Social Media for Nonprofit CEOs—How one
     Executive Director Manages it
     http://www.bigducknyc.com/blog/
•    Nonprofit CEOS and the Network Mindset
     http://www.bethkanter.org/goodwill-sf-ceo/
•    5 Big Reasons CEOs Should Get Social
     http://mashable.com/2011/12/02/social-ceo-
     infographic/
•    Nonprofit Social Network Report
     http://www.nonprofitsocialnetworksurvey.com
•    Social Media Posting Guide
     http://topnonprofits.com/posting-guide/

                                                   bigducknyc.com
Books
•    Social Media for Social Good: Heather Mansfield
     http://nonprofitorgs.wordpress.com/book/
•    Measuring the Networked Nonprofit: Beth Kanter,
     Katie Delahaye Paine
     http://amzn.to/QhRCpy
•    Open Leadership: Charlene Li
     http://www.amzn.com/0470597267
•    The Social Organization: Anthony Bradley, Mark
     McDonald
     http://www.amzn.com/1422172368
•    Humanize: Jamie Notter, Maddie Grant
     http://www.amzn.com/0789741121
                                                       bigducknyc.com
Blogs
•    http://bigducknyc.com/blog
•    http://nonprofitorgs.wordpress.com
•    http://www.socialbrite.org
•    http://www.bethkanter.org
•    http://www.nten.org/blog
•    http://www.frogloop.com
•    http://www.johnhaydon.com
•    http://amysampleward.org
•    http://www.communityorganizer20.com

                                           bigducknyc.com
Contact Farra
  farra@bigducknyc.com
  twitter.com/farra
  linkedin.com/in/farra
  slideshare.net/farra




                          bigducknyc.com
Contact Big Duck
  bigducknyc.com
  bigducknyc.com/blog
  facebook.com/bigduck
  twitter.com/bigduck
  slideshare.net/bigducknyc



                              bigducknyc.com
bigducknyc.com

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