The document outlines best practices for using social media as part of a consulting practice. It recommends developing a social media strategy and communications plan that identifies goals, target audiences, relevant platforms and content for each platform. It also stresses the importance of an ongoing evaluation process to measure results and adjust the strategy as needed. The document provides tips on using different social media channels effectively and maintaining appropriate personal and professional boundaries online.

1. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
SOCIAL MEDIA STRATEGY FOR YOUR
CONSULTING PRACTICE
Emily Davis, MNM, CGT
Emily Davis Consulting
July 22, 2015

2. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
GETTING STARTED…
• Please MUTE your
phone
• We will pause for
questions/comments
• Leave your questions/
comments in the chat
box or questions box
• Resources following the
webinar will be provided

3. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
TURN ON YOUR TECH
Follow the conversation…
@BoardSource
@AskEmilyD
#governance
#nonprofit
#socialmedia

4. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit

5. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
TODAY’S GOALS
• Learn best
practices
• Share experiences
• Ask questions
• Identify action
steps
• Avoid pitfalls

6. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
QUICK POLL
How many of you are
using?
q Facebook page
q Facebook profile
q Blog
q Twitter
q Instagram
q LinkedIn
q Video (YouTube, Vimeo)
q Other?

7. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
THE POWER OF SOCIAL MEDIA

8. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit

9. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
THE GOOD AND THE BAD
VS.

10. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
SOCIAL MEDIA LIFECYCLE

11. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
CRAWL
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
² Not using social media
consistently
² Resistant to change
² Struggle with control
² Need basic marketing
plan (i.e. branding,
print materials, online
outreach, etc.)
² Leadership-driven
change in culture to
adopt online
engagement
1. Develop
communications
strategy (audience,
goals & objectives,
etc.)
2. Listen & develop
online presences
3. Leadership initiated
discussion about
engagement

12. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
WALK
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
² Using 1 or more
social media
platforms, but not
consistently
² Online presence
connected to
marketing goals
² Learn & use best practices
² Focus on 1 – 2 social
media platforms
² Need to link to campaign,
program(s), objective(s)
² Need to link goals,
objectives, and activities
² Need to identify audiences
² Collect data for
measurement
1. Low-risk pilot
program to
demonstrate ROI
2. Build implementation
capacity internally
3. Create/revise social
media policy
4. Integrate and
document
measurement data

13. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
RUN
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
² Strategic use of multiple
social media tools
² Part time or full time staff
for digital
communications
² Board using social media
in governance
² Social media usage
integrated throughout
org
² Has developed
relationships &
technology integration
² Need more
sophisticated
measurement tools
² Find ways to increase
more involvement
from staff across the
organization
1. Social media staff
trains & coaches other
org staff
2. Research more
sophisticated
measurement data,
tools, and processes
3. Evaluate, revise
strategies
4. Share success stories
with other orgs

14. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
FLY
CHARACTERISTICS
² Embracing culture of learning
² Use social media data to help the leadership guide decisions
² Demonstrate clear and compelling results
² Networked with other organizations showing similar success
² Internalized social media communication best practices
including:
² Strategy
² Implementation
² Integration
² Evaluation

15. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
QUESTION TIME!

16. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
10 TIPS FOR USING SOCIAL
MEDIA
1. Social media is
A tool not THE
tool

17. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-
newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
Adapt
or die!
Every
generation
teaches us new
technology

18. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
10 TIPS FOR USING SOCIAL
MEDIA
1. Social media is
A tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Relationships

19. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
SOCIAL MEDIA LADDER OF ENGAGEMENT
Happy bystanders
(Listen)
Spreaders
(Share)
Clients
(Money)
Evangelists
(Ask)
Instigators
(Create)

20. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
10 TIPS FOR SOCIAL MEDIA
1. Social media is A
tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Prospecting,
cultivation,
stewardship
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan

21. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
SOCIAL MEDIA & CONSULTING

22. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
WHY SOCIAL MEDIA AT ALL?
• Position as expert
• Connect with allies
• Collaboration
opportunities
• New resources &
ideas
• Develop brand
• Low cost

23. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
WHY HAVE A PLAN?
• Part of a larger communication plan
• Start early
• Identify resources & capacity
• Provides direction & action
• DIY vs. external consultant

24. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
THE PLANNING PROCESS
Discovery
Environmental scan
Strategy sessions
Target audiences
Channel identification
Topic areas
Documentation
Best practices
Start small & slow
Calendar dashboard
Measurement
strategies
Implementation
Staff
Brand identity
Content per channel
Collaboration
Personal/professional
boundaries
Adjust as needed

25. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
DIFFERENT CHANNELS,
DIFFERENT RULES
Facebook LinkedIn
Blog Twitter

26. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
RINSE AND REPEAT
1. Ask
Why
2. Ask
What
3. Ask
Where
4. Ask
How
5. Ask
Who Evaluate!
Evaluate!
Evaluate!

27. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit

28. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
SOCIAL MEDIA POLICIES

29. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
HAVE A GIGGLE!

30. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit

31. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
ONLINE RESOURCES
• Socialbrite.com
• IdealWare
• Mashable.com
• TechSoup
• Nonprofit Technology Network (NTEN)
• Alltop Nonprofit
• Beth Kanter: http://beth.typepad.com/
• 4Good
• www.delicious.com/
coloradononprofithelpdesk

32. /emilydavisconsulting /AskEmilyD
@BoardSource
#socialmedia
#governance
#nonprofit
Emily Davis, MNM
Emily Davis Consulting
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com