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Social Media for Nonprofit Success
- 1. So Much Social, So Little Time
- 2. The Samfund & Social Platforms
- 3. Social media isn’t rocket science Social media is constantly changing - but it can be learned!
- 4. Agenda 1. Different Platforms, Different Benefits 2. Maximizing Limited Resources 3. The Importance of Storytelling 4. Tips & Tricks 5. Free & Useful Resources
- 5. Different Platforms, Different Benefits
- 6. Facebook Over 60% of users age 50-63 are on Facebook (less than 10% of them are on Twitter and Instagram) Audience Slightly more women Audience continuing to get older What is it used for? Share unfiltered information with people who are close to them How can you use it? Brand awareness, story-telling, getting those who care involved
- 7. Twitter Micro Blogging Fast paced, high volume Audience Younger demographic Slightly more urban What is it used for? Sharing news, articles, and easily consumable content How can you use it? Contacting media, taking part in conversations, identifying influencers.
- 8. Twitter Chats What is it? An online discussion which uses Twitter as a singular source of discussion Hashtags are used to show a continuous flow of chat A scheduled duration of time with a definitive beginning and end, typically 1 hour Can be a singular instance or a reoccurring event Often a moderator leads the discussion and will pose questions (Q1, Q2 or T1, T2) and people respond (A1, A2) Why Do People Participate? Gain information from experts Find others to follow who are interested in same topic Highlight their expertise and thought leadership Gain followers Article about how to find twitter chats: http://www.adweek.com/socialtimes/find- twitter-chats/495814
- 9. Instagram Audience Dominated by 18-29 year olds What is it used for? To share content, promote products, and tell stories all in a visual manner. How can you use it? Engaging with younger audience, sharing images, storytelling, visual campaigns.
- 10. LinkedIn Audience Ages: 30-49 Corporate presence Users check less frequently - weekly What is it used for? A job search tool and a content creation tool How can you use it? Leverage board members networks, connect to volunteers, share important updates.
- 11. Others Pinterest - All about discovery Google+ - Decreased following Snapchat - Real time video sharing Periscope - Live video
- 13. Create an editorial calendar!
- 14. What to put on your calendar: ● Blog posts ● Twitter posts ● Facebook posts ● Twitter Chats ● Webinars ● Youtube videos ● Email newsletters ● Press Releases
- 15. Save time - use a scheduling platform! Buffer Facebook
- 16. When to post Twitter: Used at work and at home, usually during downtime. 12:00-3:00 pm on Mon-Thurs Facebook: Used at work, home, mobile, and desktop. 12:00-1:00 pm on weekends 12:30-4:00 on weekdays Instagram: Used on mobile devices at all times. Anytime Mon-Thurs Linkedin: Used mainly at work. 7:30-8:30 am, 12:00 pm, 5-6 pm
- 17. When to post No one size fits all for exactly the right time. Find out about your own audience! Where are you located? How old are they? What is their lifestyle like? What day of the week is it?
- 18. Objective Setting What are your main objectives as a nonprofit? Apply this to your social media objectives! Do you want to: increase presence engage with followers create brand awareness reach volunteers or donors
- 19. The Importance of Storytelling
- 20. Story Collection & Leverage Do you have a story (or stories) that you tell donors? Does everyone in your org know that story? Do you have volunteers with stories to tell? Grant recipients? Donors?
- 21. Have stories ready to go! Create shared story document Ask for permission to use quotes, images, stories Have content ready to go!!
- 22. What makes a good story? What inspires you to action? Human element Visual element Helps you see what a donation can do Evokes emotion and action Not all about your nonprofit
- 23. Create a Committee Create a team of social media champions! Who in your organization likes social media (staff, volunteers, board members)? They can help: Brainstorm posts Take photos Keep an eye out for good stories Share, like, and retweet
- 24. ACTIVITY! What is your nonprofits current goal on social media? What is one story from your organization that reflects what you do? How can you use this story to help reach that goal?
- 25. Tips & Tricks Add your social channels to website, email signatures, business cards, printed materials Promote across channels Participate in Twitter chats # Tracking Look at what is trending
- 26. Find content that resonates with your audience
- 27. Share and share alike 5-3-2 rule For every 10 posts: 5: content from other sources that are relevant to your audience 3: content you've created 2: personal, fun content that humanizes your nonprofit Engage with other nonprofit orgs online: Find 3-5 nonprofits that you trust, and share their content (hint: they’ll start to share yours, too!)
- 28. Brand identity/consistency matters How do I follow branding guidelines? It’s easy! Same colors Same font Same logo
- 29. Free & Useful Resources
- 30. Finding content made easy!
- 31. Catchafire
- 32. Social media is all about being human, so have personality Never say anything you wouldn’t say to the New York Times Build relationships! Treat others with respect Be generous Add value Be authentic...
- 33. ...and have fun!
- 34. Contact Us Samantha Eisenstein Watson sam@thesamfund.org Pamela Anderson pam@thesamfund.org The Samfund 89 South Street, Suite LL02 Boston, MA 02111 Tel: 617-938-3484
Editor's Notes
- Why are we here? Giving Tuesday 2015 put The Samfund on the social media map. Hugely successful campaign, lots of volunteer engagement, and a LOT of planning and effort beforehand. But it was a far cry from Giving Tuesday 2012(ish), when we followed along without knowing anything and posted maybe once. The difference between then and now = guidance (Mark, Marcelle, workshops, etc), time (Pam), strategy and shared, concerted decision-making.
- If I can learn it, anyone can! Be mindful of time management, seek out opportunities to learn from people who know more, stay in tune with what other orgs are doing and mimic what works for your org.
- Deciding where to focus your energy online is important. Understanding what each platform can accomplish and who it’s main audience is can help your nonprofit prioritize which channels are right for you to focus on. Discussing what these platforms offer may help you decide where you should focus your energy next.
- Credit: https://www.linkedin.com/pulse/2015-social-media-stats-trends-images-part-1-wahiba-chair-mba
- Largets demographic is age 25-34 Can use it to contact journalists, media. Can take part in conversations through tweet chats. Can identify major influencers. Can track hashtags.
- Art
- Can leverage volunteers and board members. Have them link to your page. Have board members share important updates and fundraising campaigns to their audience
- Easily organize content Can schedule same times of social posts to go out Cross organizational- everyone can see what you are posting
- https://buffer.com/ Buffer- It can help you find optimal times and schedule posts for those times. You can add extensions or options where you see something on twitter but you just posted multiple times. Save it for later! Saving facebook drafts allows other people in your organization to take a look at what is going to be posted. It also saves you time. You can spend 2 hours on monday and schedule out some posts for the entire week.
- Credit: http://www.shortstack.com/the-best-times-to-post-on-social-media-infographic/
- Use your intuition and make an educated guess about when your target audience is most likely online.
- Objective setting is the start of everything. You need to know what your end result is before posting something.
- A Twitter chat is a public Twitter conversation around one unique hashtag. This hashtag allows you to follow the discussion and participate in it. Twitter chats are usually recurring and on specific topics to regularly connect people with these interests. I’ll go online and search relevant hashtags, from there I can see who is posting what. It’s a way to weed through content. What to post when there is nothing else? Look at what is trending! Relate it to your org in a fun way.
- Trial and error! Our audience has become more academic and interested in changes in health care and cost of care. We then found when we post relevant articles and ask questions they perform very well. Maybe your audience is interested in new videos, or certain news topics. Find what works and stick with it.
- Find orgs you trust and cultivate a relationship online. Share each other's stuff!
- It makes everything more professional! Use CANVA!
- Canva- https://about.canva.com/canva-for-nonprofits/ Facebook - https://nonprofits.fb.com/ Bitly - An add on to shorten links for posting. It will also track the links and offer you analytics. https://bitly.com/a/bitlinks
- Google alerts- it will tell you what to post! https://www.google.com/alerts Action sprout - tells you how your competitiors are peforming, gives you fresh ideas and content. http://actionsprout.com/
- https://www.catchafire.org/