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 BUILDINGStep by Step Solutions for Your Nonprofit OrganizationSusan Tenby @SuzboopOnline Community & Social Media DirectorTechSoup Global

2. Social Media Conversation in CommunitySusan TenbyOnline Community/Social Media Director,TechSoup Globalsusan@techsoup.org@suzboopSusantenby.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

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5. Online Community and Social Media TeamDouble-click to enter titleCommunicating across social media channels for the TechSoup Global online networksDouble-click to enter text

7. CAPACITY BUILDINGBegins with creating a map of social engagement

8. Cause, campaign or organizational plan?

10. FloridaHousingCampaignor organizational plan?Mission & Purpose?What do you want to accomplish?Measurable GoalsCall to Action RequestOrganizational voice and brandAuthority Position?Step One:CHART THE COURSE:Determine whichChannels 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 youCOMMUNITYMission

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

13. What do you want by having & monitoring your social media presence?Drive traffic to your website?

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!

19. SOCIAL ESSENTIALSMission, Goals, Vision for sharing your storyMinimal Outreach and Community: Facebook & Twitter

20. Minimal Listening: Google Alert & Twilert

21. Minimal Tracking: Hootsuite & Insights

24. Social Media Planning: Methods,Options, Outlets Storytelling Channels & ElementsVideo (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 CommunitiesA sample of media channels and places to consider story and campaign integration

25. The Right Formula = Your Secret Sauce

26. Managing your internal voicesListening 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 logo2) Links back to your website3) Content about you or your organization

29. DigiTAL STORYTELLINGhttp://tiny.cc/tsdigsSocial stories shared amongst trusted friends

30. What is your story?

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

32. Digital Storytelling: Content Production &DistributionWho voicesyour social sites? Outreach:Identify newPotential partnersAcross many media Outlets & ChannelsWhat is your story?Who is telling it?With what voice?Find your peeps through hashtags and Twellow

33. Don’t Tweet Like CHER.Don’t tweet like Cher

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

39. Track click-thru using Bit.ly & do what works

40. ENGINEER SHARING!

41. CONVERSATION

42. Hashtags#NPtechResearch and find tags from many communities related to your fieldParticipate in conversations that help you engage new audiences and strengthen your authority positionsUse tags to organizeInformation and grow diverse conversations

43. Social: What to do & what NOT to doDO find a third party listening dashboard tool that you like such as NetVibesor Google Reader for RSS/alerts

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!

51. DO track your progress using social analytics tools that help you track success Amplify, but speak the right local language Don’t use other people’s pages as a platform for your spamDon’tAuto Feed your Status updates to FacebookDon’t use Selective TweetsDo take a little time, show you careDo take advantage of features of the channel such as crosstagging to groups, people and places at once with linksDo find your niche community & stay focused on that topic

52. LISTENING

54. A few good dashboards

55. HootsuitePros:Good for listening, include tags, common misspellings, lists/groups

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

57. Paid version gives downloadable reports for ROI informationCons: Free version won’t allow for multiple accounts or multiple usersCoTweetPros: FREESchedule & assign Tweets ahead of time PR releases & allows teams to manage accounts

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