Toolbox for Social Media
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From the Bozeman Social Media Summit, my second presentation--the social media toolbox and how to decide what's right for you. Aimed at nonprofits, but works for everybody.
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Toolbox for Social Media
- 1. Which tools are right for you? The Toolbox…
- 2. What problem/opportunity/ deliverable does this tool solve? 2. What value will it add? What will it accomplish? 3. What target audience does it serve? 4. Do we have time, resources, people? 5. How will we measure it?
- 4. Invest some money here
- 6. Website basics 7. Are people featured? 8. Are there stories on the needs or successes? 9. Is it easy to contact you? 10. Do you regularly delete out-of-date content?
- 7. Website basics 11. Do you understand and implement the basics of SEO? 12. Are you using Google Analytics?
- 8. 2. Newsletter A quarterly newsletter alone probably is not enough to make your message stick. Consider sending a 1-2 page print, or 500 word electronic once a month—use an editorial calendar.
- 9. Newsletter basics 1. Think of yourself as your own media 2. Be moving to electronic: opt-in everywhere 3. Build up your % of emails first 4. An editorial calendar should include content strategy. 5. Cross promote all your channels. Strive for shorter, more frequent communications in multiple places.
- 10. Newsletter basics 6. Are there strong calls to action? 7. Skip the jargon. Speak American. http://bit.ly/apKKeu (Metaphor Project) 8. Use images 9. If you don’t want to send a newsletter every month, use an editorial calendar to vary the content and purposes.
- 13. Lots of widgets: video, contests, donate, polls, incorporate blogs, twitter, slideshare
- 14. Others can tell your story
- 15. Cross promotion and branding opps
- 16. Landing pages
- 18. Privacy concerns
- 19. Fan pages harder to build followings than friend pages
- 20. To use full options, you really need to pay attention to developer info
- 22. Benefits at every level of engagement
- 23. Becoming a respected broadcasting tool
- 24. Timely-needs can be immediately broadcast
- 27. Mobile
- 29. Metrics are still developing
- 31. Can become burdensome to follow
- 32. % of active users is low
- 33. Not really useful if timeliness is not a factor, except for mining (curator)
- 35. Good supplement to newsletter
- 36. Great place for story telling
- 37. Guest blog writers widen circle
- 38. Highlights staff and volunteers
- 39. Good platform for partnering
- 40. Not as much direct participation needed – time
- 42. Need to be a good writer
- 43. Same social rules apply--a blog is not a soapbox
- 44. Often hard to search-search mechanisms favor prolific bloggers
- 46. Visual medium is most powerful
- 47. Shows human side or organization
- 48. Inexpensive to produce & post-compare
- 49. More Americans would rather watch than read
- 50. Good show piece for website or Facebook
- 51. Archive for other projects
- 53. Some end-users will not have technology
- 54. Can be hard to search and measure
- 56. Target Audience Resources To Allocate Time Involved Measure Tool Tool Value/ Deliverable
- 57. Recommended Resources: Measure Everything: Is Your Nonprofit Facebook Page Worth It? ShabbirImberSafdar and ShaynaEnglin – a good look at how metrics can help you figure out Facebook. (free e-book from TruthyPR) The Nonprofit Marketing Guide by Kivi Miller (blog also) The Networked Nonprofit by Beth Kanter and Allison Fine (blog also) Less Clutter/Less Noise by Kem Meyer (churches) Trust Agents by Brogan and Smith (Brogan blog also) Facebook Marketing: An Hour a Day by Mari Smith (blog also) The Social Media Bible by Safko and Brake Social Media Marketing: An Hour a Day by Evans
- 58. Recommended Resources: Dummies Books (SEO) Inbound Marketing: How to Get Found by Halligan and Shah Groundswell by Charlene Li Blogs to follow for nonprofits: Beth Kanter Kivi Miller Pew Internet Research Socialize Your Cause Getting Attention – Nancy Schwartz
- 59. Recommended Resources: Blogs to follow (faith-based) Christian Web Trends Blog Stuff Christians Like – Acuff TimSchraeder.com http://digital.leadnet.org/ (Church tech blog for non-techies) ChurchMarketingSucks (lab for Center for Church Communications)
- 60. Recommended Resources: Blogs to follow (social media) Liz Strauss (blogging) Techipedia (Tamar Weinberg from Mashable) Social Media Today (aggregator) Mashable Social Media Explorer Chris Brogan (thought leadership) BrandSavant by Tom Webster (metrics for real people)
Editor's Notes
- Use whole words that are relatively short? You can abbreviate if too long but make it easily understandable. Consider purchasing multiple domains—they’re cheap. Certainly purchase all the ones with your name.Can I tell after the briefest glance whose website I’m on?Think about why people come. What three questions would they be seeking answers for? What three actions would they like to take? Easy navigation.Make it visualDon’t hide the donate now button where we have to search for it (w/churches, this is a comfort issue. I don’t like it there for churches.
- Use whole words that are relatively short? You can abbreviate if too long but make it easily understandable. Consider purchasing multiple domains—they’re cheap. Certainly purchase all the ones with your name.Can I tell after the briefest glance whose website I’m on?Think about why people come. What three questions would they be seeking answers for? What three actions would they like to take?Make it visualDon’t hide the donate now button where we have to search for it (w/churches, this is a comfort issue. I don’t like it there for churches.7. Pictures of animals are fine, but also feature donors, clients, staff, and other people doing the work they love on your behalf8. Can you capture your mission statement in stories?
- Use whole words that are relatively short? You can abbreviate if too long but make it easily understandable. Consider purchasing multiple domains—they’re cheap. Certainly purchase all the ones with your name.Can I tell after the briefest glance whose website I’m on?Think about why people come. What three questions would they be seeking answers for? What three actions would they like to take?Make it visualDon’t hide the donate now button where we have to search for it (w/churches, this is a comfort issue. I don’t like it there for churches.7. Pictures of animals are fine, but also feature donors, clients, staff, and other people doing the work they love on your behalf8. Can you capture your mission statement in stories?
- Use an editorial calendar—every month does not have to be a “newsletter”. Just get something out—be creative.
- You can’t rely on traditional media to get your message out.Newsletters should have an online link regardless if you are electronic or not5. Your newsletter, website, twitter, facebook, podcasts, whatever should all promote each other. Remember they are being bombarded everywhere. Shorter and frequent is better. Your message needs to get sticky (Made to Stick by Chip and Dan Heath)
- 7. It’s about understanding the american cultural narrative. “playing by the rules,” “hit a home run”, family metaphors,
- 7. It’s about understanding the american cultural narrative. “playing by the rules,” “hit a home run”, family metaphors,
- Privacy: places instituted w/o approval. Have to go in and set privacyMy one big beef with Facebook is that they change things so often and have so many rules, it really is a labor-intensive medium if you are a business using it to promote.
- Contests on twitter can also be a measuring device.
- Using Twitter to monitor (curate) involves monitoring
- Blogs can be written way ahead of time, unlike Facebook and Twitter scheduling.Daily piece can be a sermon reminder or a lead-in to an event.
- Blog is not a place to just give your opinion. Needs to be articulate and contain helpful information. Subject matter needs to be generated by needs of readers, not writers.
- Big Sky Youth Empowerment does this very well
- podcasts can be a daily short news pieceSlide decks are esp. good for visuals (animal shelter) or event wrap-upsLocation-based platforms can be used in contests or promotions-have to deal with small use at this timeRSS: Real simple syndication. Several good ones—Google, Netvibes, Yahoo. If you have a blog, you should get an RSS registration with FeedBurner
- A deliverable /value is a specific task the platform will perform such as converting donors, attendance at events. Know what the platform is capable of. Twitter probably can’t convert donors directly but it can direct people back to a donate page on your website.-Target Audience will result from your listening program in A-PIE-Resources are time, people, money-Time: you can do this weekly, or delegate this to an editorial calendar-Measuring Tools are examples. They are all free except stats plus for Vimeo