This document outlines a social media strategy for a nonprofit organization. It discusses the case for using social media, current practices of nonprofits and partners/sponsors, and how nonprofits are currently using social media platforms like Facebook, LinkedIn, Twitter and YouTube. It then provides details on goals, current activities, supporting initiatives, sample social media updates, integration, growing connections, establishing a blog, measuring performance, next steps and evaluating new tools. The overall purpose is to engage key audiences and increase visibility through an integrated social media presence.

1. 1
SOCIAL MEDIA STRATEGY
PRESENTATION TEMPLATE
2011
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2. 2 The Case for Social Media

3. Why Social Media?
3
Social media usage by nonprofits: How successful are they?
Reaching New Supporters Enhancing Rela6on with Supporters
90% 90%
80% 80%
70% 70%
60% 60%
50% 50%
40% 40%
30% 30%
20% 20%
10% 10%
0% 0%
Anecdotal Measured by Metrics
Source: 2010 Idealware and NOI Survey of 750 Nonprofits
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4. Who Is Using Social Media?
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 Partners and Sponsors on Social Media:
 Majority of Partners and Sponsors use Facebook, LinkedIn and Twitter
 X% of Partners use Facebook
 X% of Sponsors use LinkedIn
 X% of Partners and Sponsors use Twitter
Sponsors on:
Partners on:
• Facebook: 0000 • LinkedIn: 0000
• LinkedIn: 0000 • YouTube: 0000
• YouTube: 0000 • TwiKer: 0000
• TwiKer: 0000 • Facebook: 0000
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5. How Are Nonprofits Using Social Media?
5
 Communicating with supporters, members and
employees
 Responding to disasters
 Launching campaigns: branding, advocacy, issue
awareness
 Integrating donation drives (appeals and sustainers)
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6. 6 [Your OrganizaQon] and Social Media

7. Goals
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 Engage key constituents
 Increase visibility among key communities to support
initiatives
 Business Development, Media, Influencers, Foundations, etc
 Support public relations initiatives
 Thought Leadership
 Distribution Channel for Key Messages
 Create One-to-One Dialogue
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8. 8
Current Social Media Activities
Establishing a ConnecQng with Looking to the
Presence Influencers Future
Facebook IdenQfy Segments Website IntegraQon
Determine Level of Tools and Widgets
LinkedIn
Engagement EvaluaQon Process
IdenQfy Type of
TwiKer ReporQng Process
Content
YouTube Determine Style Blog Strategy
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9. Support Initiatives and Programs
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 Multimedia acknowledgements and greetings delivered
through social media channels:
 Video
 Unique landing pages
 eNewsletters and eCards
 Increased interactions and visibility through:
 Daily or weekly posts and content sharing
 Reposting and retweeting content
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10. Sample Tweets/FB Updates
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 Postings by [Your Organization]
 Example 1
 Example 2
 Example 3
 Postings by Partners, Sponsors, Affiliates
 Example 1
 Example 2
 Example 3
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11. Social Media Integration
11
 Social media functionalities on website. For example:
 Content sharing
 Find and invite friends
 Automatics posts
 Embeddable widgets
 Single sign on
 Audit and update profiles on external sites such as:
 Industry directories
 Wikipedia
 Community listings
 Business listings (Fortune, BusinessWeek, Wall Street Journal, etc)
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12. Strategies to Grow Connections
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 Banner ads
 Integrated communications (eNewsletter, eMail
Campaigns, Landing Pages, Direct-Mail Call Outs, QR
Codes)
 Direct asks
 Customized messages and offers for segments
 Interactions in the blogosphere [What/who are the top
blog/bloggers]
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13. Blog
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Three Phases:
1 2 3
Research Plan Execute
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14. Blog: Research
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Plaorm OpQons PotenQal Guest Scalability and
• Built‐in Blog Bloggers Resources
• Stand Alone Blog • Blogger list based on • Content Development
(Blogger, WordPress, industry, topic, acQvity Process
Typepad, etc) • Scheduling and
• Hybrid Blog Frequency
• Maintenance and
Feedback Process
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15. Blog: Plan
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Editorial Calendar IntegraQon Partnerships
• Content Ideas • [Sites/Accounts That • Guest Bloggers
• Bloggers Need to be Integrated] • External Links to Posts
• Submission and PosQng • Plaorm X • Blogroll LisQngs
Dates • Plaorm X • Link Exchanges
• Plaorm X
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16. Blog: Execute
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Announce Launch Scout Content Maintain &
• Media • Content Source 1 Report
• Partners • Content Source 2 • Analyze Traffic
• Chapters • Content Source 3 • Review Comments
• Nonprofit • Content Source 4 • Provide Quarterly
OrganizaQons Reports
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17. 17 Measuring Performance

18. Benchmark for Success: Metrics
18
At least 0000 fans by
 On average, a Facebook page has 4,596 fans
 Four percent have more than 10,000 fans
At least 0000 followers by
At least 000 subscribers by
At least 000 followers by
Facebook is the only platform with organizational statistics. Other platforms provide individual
statistics. Goals are based on the rate in which these numbers grew since benchmark date.
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19. Benchmark for Success: Awareness
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Receive
Editorial
Distribute
Messages
Follow/Connect with
Key Media
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20. 20 Looking Forward

21. Discussion
21
 Internal employee engagement
 Content (posts, comments, tweets, etc) parameters
 Flow chart/decision tree
 Resources for success
 Design capabilities
 Staff participation and engagement
 Digital campaign budget
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22. What’s Next?
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 Strategy feedback and approval
 Staff informaQon session/training by business line
 Plan parQcipaQon acQviQes
 Tweet Thursdays
 Activities Alerts
 Travel Journal
 Blog readiness and implementaQon
 ConQnue to evaluate new tools and sites
 Content sharing (Digg, StumbleUpon, Del.icio.us, Reddit)
 Location-based social networking sites
 Tracking and monitoring tools (SocialOomph, TweetDeck, Hootsuite, Radian6)
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