The document provides an overview of starting a social media program with limited resources. It discusses why organizations should have a social media presence, what a basic social media program looks like, and actions to take immediately. The presentation recommends mapping existing projects, tracking all social media activities, and finding ways to incorporate social elements into current work. It also offers platform-specific tips for Facebook and Twitter use, as well as metrics and tools to support social media efforts.

1. Social Media from Scratch Salsa Labs, Inc. Adam Rosenberg Online Community Manager

2. This presentation assumes the following about you: You have no social media budget You have less than 10 people on staff You wear a lot of hats You know the question is not “if” you should be on Facebook but rather “how”

3. How we’re defining “Social Media” for your purposes Any form of media that promotes conversation Things that can be shared Media that is not restricted to words Blogs Facebook Twitter

4. Agenda Why have a social media program? What does a social media program look like? Cut to the Chase: What should I do TODAY? Take Home Tactics How Salsa tools can help

5. Why have a social media program? Why NOT? “ I have limited resources” “ I don’t have enough staff” “ My users aren’t on Facebook”

6. “ My supporters aren’t on Facebook” = Poor excuse Graphic from DigitalBuzzBlog. Info from OnlineSchools.org. (1/18/11)

7. Why have a social media program? Builds community through sharing Helps identify evangelists Spreads your content through your supporters as the vehicle Cheap, low risk/high reward

8. There’s a Social Media Program For Everyone

9. What do you want to accomplish? Support a new initiative? Enhance communications with membership? Fundraise? Build buzz around issue? Get people to take action? All of the above?

10. What does a social media campaign look like if you have resources? Multiple staffers and departments Clear roles, structure Resources

11. What does a social media campaign look like if you don’t have resources? No real structure for social media Tool and project driven No staff Staff wear many hats

12. Things to consider... Who will manage this? Short term vs Long term What if people say bad things about me? What if it doesn’t work? Focus on integration

13. Who will manage this?

14. Sample Intern Posting: Project Amazing seeks a social media intern to join our growing team. The social media intern will work across departments and play a major role in our online communications program. The social media intern will: monitor social networks like Twitter and Facebook for mentions prepare statistics and metrics on social networks upload photos, videos, and multimedia content to organization’s social networks create Facebook events for organization monitor Facebook page for likes, comments, activity research emerging media trends and work with organization to implement new technologies help create and manage online profiles Research what other players in the market are doing Qualifications include: passionate about social media/issues active on social networks like Twitter, Facebook, and Foursquare Strong writing skills HTML and CSS skills a plus

15. Short term vs Long term Short term social media Project and task driven Staff should learn social media elements and apply them to their projects Long term social media Process and conversation driven Eventually should lead to a specific hire

16. What if people say bad things about me? They already are, you just can’t hear them Opportunity to learn from your supporters Engage in discussion

17. What if it doesn’t work? Learn more from failure than you do from success Goals are essential and will guide you You get what you put into it Manage your expectations

18. Focus on Integration Adapt tools to current tasks Make social media elements part of routine Track all activity on an org calendar/task sheet Treat people online the way you would in “real” life

19. Social Media Content is… Accessible Portable Simple

20. Cut to the Chase: What should I do TODAY? Map out departments and existing projects Create calendar or list to track activities Start identifying ways to “add-on” social media elements to current projects

21. I want Facebook! I want Twitter! Know your different Facebook accounts Audiences are different Tactics are different Twitter = Customer Service Facebook = Relationship Building

22. Facebook: What do I do with it? Facebook Fan Page For businesses, organizations, public figures Create and invite your contacts https://www.facebook.com/pages Good for central hub of organization (i.e. think of it as your home page) Example: Environmental Working Group

23. Example: Facebook Fan Page

24. Facebook: What do I do with it? Facebook Groups Organized by interest Smaller sub sections of your overall organization (think: chapters) Focused on discussion between members http://www.allfacebook.com/new-facebook-groups-2010-10 Example: DCWeek

25. Example: Facebook Group

26. Facebook: What do I do with it? Facebook Causes For specific movements Each org could have many causes GREAT Fundraising method http://www.causes.com/ You can create initiatives or your supporters can link them to you Example: Stop the Seal Hunt (HSUS)

27. Example: Facebook Causes

28. Facebook: What do I do with it? Facebook Profile A real person (example: CEO of org) Each person has one, you can only have one Share your orgs work through your friend networks Example: Adam Rosenberg

29. Example: Facebook Profile Pages

30. Twitter: What do I do with it? Customer Service Great for quick responses and real-time convo Host a chat Share links Treat it like a public cocktail party (be social!)

31. Twitter: Some Guidelines Know who is managing and responding so you don’t double up Follow hashtags for relevant events RT others Keep it simple (140 characters limit) Respond to all mentions, even folks that don’t agree with you (you might turn them to your side!) Use Tweetdeck, Tweetie, Hootsuite

32. Basic Social Media Tactics Create a Facebook page If you’re a nonprofit, create a Facebook Cause Create a Twitter account Share your blog posts and content (autofeed) Videotape and Photograph your events Easy way to create fresh content Cross-post your orgs content on networks Feeding content = increase in views Tell people about it!

33. Advocacy Example: Victory Fund Website Advocacy Program Facebook version

34. Fundraising Example: Save the Frogs Website Fundraising Program Facebook version

35. Simple ways to expand your social network presence Add to email signature Like and Share Buttons Invite contacts Consistent content Public Questions/Asks Share others’ content Respond and engage people

36. Metrics (It’s how you know it’s working!) Web traffic (Google Analytics) Membership Feedback Mentions (Twitter) Revenue (Fundraisers/Facebook Causes) Referrals Growth over time

37. Take Home Tips Ask Questions! Learn from big brands Politicians, Celebrities, Corporations Privacy/TOS Make sure you understand them Don’t panic, it’s the wild west

38. Helpful Links Essential Social Media Guides Mashable ( www.mashable.com ) All Facebook ( www.allfacebook.com ) HubSpot ( blog.hubspot.com ) Metrics Twitter Analyzer ( www.twitteranalyzer.com ) Tweetreach ( www.tweetreach.com )

39. How Salsa tools can help Where to find them:

40. Configuring Sharing-General

41. Configuring Sharing-Styling

42. Configuring Sharing-Twitter

43. Configuring Sharing-Facebook

44. Configuring Sharing-Facebook

45. Questions? Salsa Support: Email: [email_address] Twitter: @salsalabs/@salsalabsops http://salsacommons.org http://www.salsalabs.com Seek me out, I’m happy to help! Email: arosenberg@salsalabs.com Twitter: @Phillyberg Facebook: www.facebook.com/Phillyberg Website: www.AdamSRosenberg.com