This document provides guidance on building social media capacity for nonprofit organizations. It recommends starting with mapping social engagement by determining goals, metrics, and channels. The first step is to chart the course by selecting appropriate channels to communicate your mission and goals. Managing internal and external voices is also important. The document then covers various social media essentials and provides tips on digital storytelling, conversation, listening, integration, events, and benchmarks for success. Nonprofits are advised to dedicate 10-11 hours per week minimum for effective social media engagement.

1. SOCIAL MEDIA CAPACITY BUILDING Step by Step Solutions for Your Nonprofit Organization Susan Tenby @Suzboop Online Community & Social Media Director TechSoup Global

2. Social Media Conversation in Community Susan Tenby Online Community/Social Media Director, TechSoup Global susan@techsoup.org @suzboop Susantenby.com

3. We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources and knowledge they need to operate at their full potential

4. TechSoup Global has established an extensive partner network in 32 countries Australia Belgium Botswana Brazil Bulgaria Canada Chile Croatia France Germany Hong Kong Hungary India Ireland Japan Kenya Luxembourg Macau Mexico Netherlands New Zealand Poland Romania Russia Slovakia Slovenia South Africa Spain Taiwan United Kingdom United States

5. Online Community and Social Media Team Double-click to enter title Communicating across social media channels for the TechSoup Global online networks Double-click to enter text

7. CAPACITY BUILDING Begins with creating a map of social engagement

8. Cause, campaign or organizational plan?

10. FloridaHousing Campaignor organizational plan? Mission & Purpose? What do you want to accomplish? Measurable Goals Call to Action Request Organizational voice and brandAuthority Position? Step One: CHART THE COURSE: Determine which Channels are right for you – and right for your audiences to receive you

11. WHY Social Media?_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY Mission

12. Measurable GoalsConnected to Specific outcomesCall to Action RequestWhat do you want to accomplish?

14. Increase your org’s thought leadership?

15. Generate partnerships?

16. Donations?

17. Buzz?

18. Volunteers?What is your call to action? Pick one or two goals: Stay Focused!

20. Minimal Listening: Google Alert & Twilert

24. Social Media Planning: Methods,Options, Outlets Storytelling Channels & Elements Video (short) Documentary Other film/TV Streaming Media Events Games Checkins- Geocaching Online Ads Print Media Visual Advertising Websites Twitter Facebook LinkedIn Google+ Groups and ListsOther Web Communities A sample of media channels and places to consider story and campaign integration

25. The Right Formula = Your Secret Sauce

26. Managing your internal voices Listening to your external voices

27. Who do you want to participate?How do they participate?At a minimum... When setting up your networks, make sure you include the following: 1) Photo and/or logo 2) Links back to your website 3) Content about you or your organization

29. DigiTAL STORYTELLING http://tiny.cc/tsdigs Social stories shared amongst trusted friends

30. What is your story?

31. Organizational voice and branding…What is yourAuthority Position?

32. Digital Storytelling: Content Production &Distribution Who voices your social sites? Outreach: Identify new Potential partners Across many media Outlets & Channels What is your story? Who is telling it? With what voice? Find your peeps through hashtags and Twellow

34. Don’t make up #uselesshashtags

35. Don’t spam via DM

36. Don’t call yourself a rockstar or guru

37. Don’t put an emoticon or exclamation mark after every tweet

38. Don’t be self-referential in all your tweets

40. ENGINEER SHARING!

41. CONVERSATION

42. Hashtags #NPtech Research and find tags from many communities related to your field Participate in conversations that help you engage new audiences and strengthen your authority positions Use tags to organize Information and grow diverse conversations

44. DO subscribe to Alerts about relevant topics

45. Don’t delete or Ignore negative feedback, address it

46. Don’t use your friends and followers for their networks

47. DO tag Strategically, redundantly across many channels

48. Don’t only broadcast about your org, share stories & respond

49. Don’t be a control freak: guide conversations

50. Don’t just expect someone will run your SM channels, designate someone!

52. LISTENING

54. A few good dashboards

56. Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations

58. CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each requestCons: Not as easy to use as a listening interface

60. Find what else those people bookmarked

61. Find other relevant tags

62. Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)

63. Share your resources via social media

66. Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface)

67. Many mobile clients have pic uploader installed in the app (Peep)

68. Figure out a workflow that isn’t confusing to avoid Freudian tweets

69. When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely

72. Think about these channels as communities, speak their language, use the local media

73. Broadcast your events via livestreaming & Twitter

74. Follow all your events with wrap-ups & broadcast the Slideshare link

75. Have regular events and be consistent about how you share them

78. Use Delicious to save bookmarks and share them

79. Use Scoop.It to help you find topical, relevant, reusable content

80. Share it and content from others

82. CROWDFUNDING?

83. BENCHMARKS & SUCCESS Aim for realistic goals as you grow your social presence

84. Know your goals and communicate the steps Timelines: VISION STRATEGY PROGRAM TIMINGDELEGATIONINVOCATION COMMUNITY CARECEREMONIOUS CLOSINGANALYSIS & WRAPUP STEP TWO: STRATEGY Know your course, deadlines, and work out a plan step by step

85. EXAMPLE OF CAMPAIGN TIMELINE Reminder to promote all this week from TS and personal accounts. Here’s a trackable bit.ly to use: http://bit.ly/tstext2give Marketing timelineSeptember 19 Promo blog post synopsis due to Patrick by MichaelSeptember 21 Promo blog post due in blog tool by Susan ChavezSeptember 22 By the Cup (9/27) text due by MichaelSeptember 26 Content spotlight on homepage goes liveWeek of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by MichaelSeptember 29 By the Cup (10/4) text due by MichaelOctober 3 Targeted outreach and DMs to friendly tweeters and content experts #Text2Give tweetchat

89. Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social web Most organizations have almost no budget for social media yet some leverage thousands in support thru volunteers

90. Timing and Investment Needed Blogs: 1-4 hours per post Twitter: 5-30 minutes a day Facebook: 5-30 minutes a day LinkedIn: 15-30 minutes, weekly Listservs: 30 minutes weekly Other Groups: 30 minutes weekly Photo Uploads: 15 minutes weekly Videos: 2-4 hours a week Curation: 1 hour a week Total Average Social Media Time: 90 minutes per day 11 hours per week

91. MINIMUM Time it will take: 10 minutes a day 3 minutes: Check for Twitter chatter about yr organization and sub-sector.2 minutes: Scan Google News and Blogs Alerts for important articles and mentions.3 minutes: Filter and flag relevant sector-related LinkedIn group and Quora questions.2 minutes: Log in to Facebook to scan your wall and comments.If you have 5 extra minutes, chime into a listserv to keep yr presence there!

92. Questions?

93. Contact Me.. Really! http://susantenby.com/ @suzboop @techsoup @npsl www.techsoup.org susan@techsoup.org http://www.slideshare.net/suzboop http://www.delicious.com/suzboop http://npsocialmedia101.wikispaces.com/