Social Media 101: Developing a Strategy for Nonprofits
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This document provides an overview of developing a social media strategy for nonprofits. It discusses identifying goals for social media use, mapping the target community and influencers, selecting appropriate platforms, and tracking metrics. Key steps include determining why the nonprofit wants to use social media, who the target audience is and where they engage online, selecting goals and matching them to tools like Facebook, Twitter, YouTube and email blasts. The document also provides best practices for using different social media platforms and examples from organizations with successful social media presences.
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Social Media 101: Developing a Strategy for Nonprofits
- 1. Social Media 101 for Nonprofits: The Nuts and Bolts of Developing a Social Media Strategy Amanda Levinson, ThirdSpace Consulting Twitter: @amanda_levinson www.thirdspaceconsulting.net amanda@thirdspaceconsulting.net
- 2. • Why do you want to develop a social media strategy? • Important steps in developing a SM strategy • Digging into Facebook and Twitter with brief forays into YouTube, Flickr, blog, Email blasts What we're covering today
- 3. • raise public awareness of your mission or cause • raise funds • reach new constituents • build a community of champions • recruit volunteers • get people to take real-world actions • enhance existing communications programs • involve the community in decision-making • advance your organization’s mission • extend, shape and influence the conversation Step 1: What Do You Want to Do With Social Media?
- 4. • What are you offering? • Why would others want to engage with you? • Why do you want community engagement? Step 2: Identify YOUR Value Proposition
- 5. • Who is your community? • Where do they already engage online? • What kinds of things are they interested in? Step 3: Community Mapping
- 7. • What other orgs or individuals are working on similar issues that are influential? • Do they have a presence on Facebook, Twitter, other channels? • What different roles do they play? Step 4. Map Your Influencers
- 8. Step 5. Identify Goals & Tools Group Your Goals Their Goals Tools to Use Volunteers Increase engagement, build leadership, organize events Support your work, get recognized Newsletter, Facebook Donors Financial support, networks Be seen as valuable supporter Facebook, offline, phone From Amy Sample Ward: http://amysampleward.org/
- 9. 6. Reserve vanity URLs and make sure consistent across all channels 7. Create Master login sheet to keep all information handy 8. Allocate Funds and resources based on priority Steps 6-8: Logistics & Resources
- 10. Create a dashboard to track metrics + goals. Can use Excel or free tools like Sparkwise. Step 9: Metrics tracking
- 11. • largest social network in the world (750+ million) • second most visited site in the world • allows you to post photos, videos, updates and events easily Launch: Facebook!
- 12. • Remember 90% of interactions with you will take place through your newsfeed • Post 1-2 times per day AT MOST • Include photos, links, inspirational quotes Facebook Pages Best Practices
- 13. • 140 characters • Be human and personable • 10% requests, 90% conversation and contributing to content • Retweet, reply + favorite • Follow on a 1:1 basis Twitter Basics!
- 14. • Filters your tweets • Builds partnerships + goodwill • Allows for segmentation Create Lists!
- 15. • allows Twitterers to discuss events in real time • organizes Tweets • allows users to find + follow • allows you to be a part of the conversation Hashtags: What, Why, How
- 16. • Bit.ly: for shortening and tracking links • Retweet Lab: for monitoring your tweeting performance http://retweetlab.com/ Handy tools
- 18. Case Study: Down Syndrome Research and Treatment Foundation
- 19. Case Study: Down Syndrome Research and Treatment Foundation
- 21. • Third-largest Ds community on Facebook (from zero to over 10K "likes") • 4th largest following of Ds organizations on Twitter • Raised $106K in 2 days, with matching 3:1= $424K Accomplishments
- 22. Plus15 YouTube Channel YouTube & Flickr: Your storytelling arsenal
- 23. YouTube & Flickr: Your storytelling arsenal
- 24. Blog: Make it Simple & Imperfect.
- 25. • focus on getting a great email list! • #1 way of raising $$ online. • Send frequent updates about progress. Email Blasts!