Social Media Strategies for Non Profits
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Simply creating a solid social media strategy is no longer an option for nonprofits. To achieve success, every action you take on social networks should be a part of a larger strategy. This approach ensures that your social actions are guided by – and driving towards – a pre-determined goal. Plus, if you take the time to establish a comprehensive social media plan, the rest of your social efforts should follow naturally. Take a look at the presentation above. It provides key insights to help you understand what steps your organization can take to create an effective strategy and an overarching plan for your social media efforts.
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Social Media Strategies for Non Profits
- 1. Social Media Strategies for Non-Profits ! ! ! Current360, @insidecurrent Angela Trumbaturi, @atrumb
- 3. @insidecurrent a few questions for you
- 4. Social Media Audit Take network inventory ! Look at profiles & messaging ! Take inventory of & evaluate content ! Promoted content, ads ! Policies ! Administrators @insidecurrent
- 5. Social Media Audit Determine which networks your target audience(s) are using ! How your social media presence compares to others (strategic selection) ! Assess current use & how it is working for you @insidecurrent
- 9. Social Media Audit Provides a clear picture of every social account representing your organization & purposes they serve ! Will help set goals & objectives @insidecurrent
- 10. Goals & Objectives What do you hope to achieve? ! Align with your broader marketing strategy ! Use insights from audit ! ! @insidecurrent
- 11. Goals & Objectives Only use networks to best meet your goals ! Things to consider: Where are your supporters? Ask or survey your constituency. Don’t get caught up in shiny new object syndrome. @insidecurrent
- 13. Goals & Objectives! ! ! Not on social network? Build with broader goals & audience ! Existing account? Refine & update ! ! ! @insidecurrent
- 14. Goals & Objectives Create a one-sentence statement for each social network: ! ! ”We will use Twitter to connect with Louisville influencers and develop new relationships.” @insidecurrent
- 15. Goals & Objectives ! SMART: Specific, Measurable, Attainable, Relevant & Time-bound ! Start with 3-5 SMART goals ! @insidecurrent
- 16. Goals & Objectives ! ! ! ! ! ! ! ! ! ! ! “On Facebook we will share photos to showcase the impact of our annual giving campaign. We will do this by posting 2 photos a week & aim to achieve 20 likes, 10 comments & 5 shares each” ! ! ! !@insidecurrent
- 17. Goals & Objectives! ! ! ! ! ! ! ! ! Possibilities: Increased email sign ups Increased event participation New volunteer sign ups ! ! ! @insidecurrent
- 18. Goals & Objectives ! ! ! ! ! ! ! ! ! ! ! Strategically react when efforts are not meeting expectations ! Provides means of gauging success & proving worth ! ! ! @insidecurrent
- 19. Content Plan @insidecurrent Plan content creation & curation ! Should answer: Type(s) of content Target audience(s) Promoted content Who will create content?
- 21. Content @insidecurrent Consider unique visual storytelling ! 80/20 rule - modify to your goals but keep things interesting ! Use social good specific dates/hashtags as part of your regular content strategy
- 22. Content @insidecurrent Create great content that your community will want to share with others
- 23. Editorial Calendar @insidecurrent ! ! Create in advance ! Dates & times ! Fill out with content ! Additional needs (images etc) ! !
- 25. Editorial Calendar @insidecurrent ! ! Make sure your calendar reflects the objectives you’ve assigned to each social profile !
- 26. Editorial Calendar @insidecurrent ! ! Create a calendar for 2-3 months ! Schedule messaging one week at a time to allow for changes ! Authenticity vs. Automation
- 27. Why advance? @insidecurrent ! ! ! ! ! ! ! ! ! ! Allows time to think of goals, language & format ! Be spontaneous with engagement & listening - which can lead to other ideas ! Jump on trends that make sense ! !
- 28. Why advance? @insidecurrent ! ! ! ! ! ! ! ! ! ! ! Listen to what people are saying – what moves them? ! What are they sharing & retweeting? ! Listen to what other organizations are posting – performing well or falling flat? ! !
- 29. Engagement @insidecurrent ! ! ! ! ! ! ! ! ! ! Don’t be afraid to ask for handles etc. ! Include social as an option when you request communication preferences ! Create Twitter lists of organizations, cause influencers, local media & donors ! ! !
- 30. Blogs Message Boards Facebook Pages Twitter Searches LinkedIn Groups Instagram Hashtags @insidecurrent Social Insights: Conversations Online conversations leave a permanent trail that allows us to explore consumers’ worlds in constantly changing ways
- 31. Content Possibilities Donor appreciation? Donor of the month (employees, volunteers etc) ! Advocacy: raise awareness & education ! Related topics + sharing is caring ! Fundraising: appeals (watch frequency) @insidecurrent
- 32. Content Generation @insidecurrent ! ! ! ! Look at examples to get wheels turning & hopefully spark your next idea ! ! ! !
- 35. Facebook Advertising ! Custom audiences: target an existing audience (email, phone) ! Connections: Include or exclude your own fans ! Filter for demo & behaviors: education, work, financial, home, market segments, charitable contributions, politics, life events & more @insidecurrent
- 36. @insidecurrent Facebook: Ads Most online advertising reaches only 38% of its intended audience. ! Facebook’s average is 89% ! *Nielsen
- 37. @insidecurrent Facebook: Goals News Feed Right Hand Mobile vs. Desktop Audience Network Boosted Posts
- 38. Facebook: CTA @insidecurrent Great for events ! “Learn more” !
- 39. @insidecurrent Facebook: Website Custom Audiences
- 40. @insidecurrent Facebook: Lookalike Audiences Pages, Custom Audience (web custom audience) or conversion pixel
- 41. If you monitor the performance of your ads diligently, you can limit waste & focus budget on what is most effective. ! Your results will differ depending on the audience & placement of your ads. Facebook: Reporting @insidecurrent
- 50. Constantly test Track with URL shorteners Page visits Ask how you’re doing on social media Test & Evaluate @insidecurrent
- 51. ! ! ! ! The most important thing to understand about your social media plan is that it will be constantly changing Test & Evaluate @insidecurrent
- 52. • Social media campaigns require assessing different metrics • ROI isn’t everything; that doesn’t mean you can’t measure • To reduce the impact of social to a revenue number fails to account for the significant value it delivers • Remember: social delivers across the entire lifecycle of relationships • It’s a marathon, not a sprint. Measuring Success @insidecurrent
- 53. • Like communicating with stakeholders • Tech-savvy • Creative • Have their finger on the pulse of the latest news • Well-connected & enthusiastic • Think through a social media lens • Have the time to devote !!!! Social Team @insidecurrent