Social Media 101 for America's Charities
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This document discusses the various uses of social media for non-profit organizations and charities. It outlines seven key uses of social media: public relations and fundraising; collaboration; branding and cultivation; loyalty building; community organizing; recruiting; and generating news coverage. It concludes by posing questions for organizations to consider when determining whether and how to utilize social media, such as what their goals are, who their target audience is, and what resources they need to implement an effective social media strategy.
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Social Media 101 for America's Charities
- 2. Hi!
- 3. Baseline
- 4. Traditional media Yodel - Le - He -Hoo!
- 5. What is social media, anyway?
- 6. Social media
- 7. Use #1: PR & fundraising
- 9. Use #3: Branding & cultivation
- 10. Use #4: Loyalty building
- 11. Use #5: Community organizing
- 13. Use #7: News coverage
- 15. Questions
Editor's Notes
- Start by asking questions. Who uses social media? Ask questions about specific tools. Who uses facebook? Who uses it for their nonprofit? Twitter? Youtube? Flickr? Other tools? Ask: what do you like, what seems scary, and why. Ask: biggest hesitations, and where interest in SocMed comes from.
- Yodeling. Mountaintop to the masses. Selling.
- Picture: overwhelming, broadcast center -Ask: ‘How would you define social media?’ (not easy – we know the tools, know some things that we’d categorize as social media – FB etc. But defining it is harder). -When defining social media, I like to break it down. Social: –adjective 1. Pertaining to, devoted to, or characterized by friendly companionship or relations: a social club. 2. Seeking or enjoying the companionship of others; friendly; sociable; gregarious. 3. Living or disposed to live in companionship with others or in a community, rather than in isolation: People are social beings. Media: –noun 1. A pl. of MEDIUM (usually used with a plural verb) the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely: The media are covering the speech tonight. So when we combine those two definitions together, we come up with a simple definition: social media is anything that uses connected groups of people to share news and information. What makes social media different from traditional media? From promotions? Unique from other news sources or media platforms? At the heart of social media is the sense of a conversation—a group of friends or colleagues gathered together: campfires. All rights reserved by dennisdegan , http://www.flickr.com/photos/dennisdegan/515335202/
- Campfires. engagement. All rights reserved by amhpics , http://www.flickr.com/photos/28061667@N08/4930429271/
- Ipad/ itampon. GG taking advantage of a newsworthly moment to promote a cause. Peaceplayers connecting to .Sport via my twitter search. Restrepo fb page.
- 44 nonprofits, 1 month of lead up, 1,265 donors, over $100,000, purely in online donations to alexandria area charities not fighting for the same piece of pie – creating a bigger pie!
- @childrenshealth vs using their name. Thought leader instead of brand. FB – a way to connect with families and have them share their stories without prompting, & avoiding HIPAA regulations.
- Comcast - @comcastcares story. Some rights reserved by akeg , http://www.flickr.com/photos/akeg/417522341/
- ddot potholepalooza. @ddot crowdsourcing to solve a problem http://www.ddot.dc.gov/DC/DDOT/On+Your+Street/Traffic+Management/Snow/Potholepalooza Some rights reserved by Alan Stanton , http://www.flickr.com/photos/alanstanton/4353207759/
- For the last two yrs at DCPS, the top five most viewed pages on the DCPS website (besides homepage) have been all HR pages, including job opportunities and information about careers. @dcpsjobs < http://www.twitter.com/dcpsjobs > started in January 2010. (just revived after 3 month hiatus) Almost all the tweets w/ links (which almost all go to jobs) get more clicks than any of the clicks on the main DCPS Twitter account (@dcpublicschools)-mulitple jobs with 900+ hits, vs dcps all time high at 619. Friendly, inviting, and conversational tone. Also have @interndcps, a FB for interns. Next up, linkedin. Photo http://www.flickr.com/photos/wwworks/
- Is social media right for us? (YES! It is. You all gained a lot by doing some online outreach. But this is a question worth asking yourself, and getting some internal buy-in). What does our org want to get out of this? (how will you know if you’ve been successful? Do you want to find 10 new people who haven’t met before? Do you want to cultivate relationships? Fundraise? Figure out your objectives, in order, ahead of time. Who is our audience? (who are the sort of folks who are your current advocates? Advocates in hiding? Why do they give?) What stories resonate for our audience? What/who do we need in place to start? (who will be doing your social media communications – not just posting updates, but responding? How much time can you commit to it? How will you know if you’re successful?)