Who is currently using social media personally? For your organization?Facebook?Twitter?YouTube?LinkedIn?FourSquare?Who has run some kind of campaign? Fundraising drive, event?
I want to take a minute to show the latest “Did You Know” video – anyone familiar with these? They’re done by a group called Shift Happens annually to track how our online habits are changing. Check out some of the numbers – every time I use this in a presentation, people find it staggering.
So now that you know, what is this whole social media thing? No matter what social media tool your working with, the one common denominator is that these sites move us out of the world of Web 1.0 where the message was static and participation was not encouraged to Web 2.0 where its all about how you build relationships and engagement. Think of it as the 7 C’s: Create – It’s the fundamental thing you want to do in any social media platform. My blog or twitter feed is all about the content I have created – whether I think that content serves a greater purpose in the world, or I just want to share a thought on somethingCollaborate – we’ll talk in a bit about building networks on tools like twitter, but its often said that if you aren’t following people you can get help or inspiration from, you’re doing it wrong. Communicate – Cooks Source magazine exampleCommunity – a better example from the same conference of Shelly’s laptop. Familiar with re-tweating? Connect – the biggest draw of LinkedIn is the ability for professionals to form connectionsConverge – convergence has to be the hottest buzzword going around currently – but if you think of the Did you know video, you realize that we’re in a new world – we’re always on, always connected, always available.
Control.It’s never about control. Period. If I can leave you with one giant take away to help you build your social networking presence, it’s that simple statement. To succeed in social media, you must be willing to give up control. Look at a facebook fan page – it can be exceedingly hard, unfortunately especially in higher education to hear things you don’t like, but you have to allow the community to have an exchange of ideas. As soon as you start deleting the comments you don’t agree with, you’ve tried to control the community and you’ll lose credibility. Gift example on Facebook.
People embrace social media in different ways – I’m going to interact in a much different way than others do. Has anyone read the Groundswell? If you haven’t had the chance, definitely check it out. One of the key messages of the book is engaging your audience based on the activities they are likely to participate in. Remembering that it’s never about control. So Gartner research has created what they call the sociotechnographic profile. Here’s the latest profile - let’s take a look at how people break out. 19% are inactive – no matter what platform you use, they won’t care. Or to take of on Field of Dreams – if you build it, they won’t come. 68% - by far the biggest group –are the spectators. They’ll consume your content, but won’t take that web 2.0 step to engage with you. Just behind at 59% are the joiners. They’ll set up personal profiles on social networking sites and will log in but won’t go too much beyond that. Now we get into the more hard core: 19% are collectors – they’re tagging content (everyone familiar with tagging), subscribing to RSS feeds 33% are critics – they comenting on other’s blogs, posting ratings and reviews, and participating in wikis. 31% are conversationalists – they update a social networking site (manage a facebook page, post on twitter) 23% are creators – they’re the ones generating this great content through blogs, web pages, video, guest posts. Why does this add up to over 100%? Because Gartner lets you characterize yourself in multiple ways – so I’m a joiner, but I’m also a conversationalist and a creator. Clearly the conversationalists and the creators are the easiest to engage, the trick is figuring out what tools will help you create community with the rest of your audience.
Believe me, I understand the time, budget and resource constraints you’re feeling. And many non-profits figure that while social media is nice, it just doesn’t fit into the overall strategic plan at this point in time. But here are some things to think about. In the latest benchmarking survey of nonprofits, some interesting trends came out:While there are many tools we’ll see in a minute, Facebook is the most popular network among nonprofits with 89% reporting having a presence. In the last three years, Facebook usage has grown from 74% to 89%. 57% of the organizations surveyed reported using Twitter (which was actually down from 60% in 2010). LinkedIn was used by 30% of the organizations. But if you dig into these findings a little more, the numbers are even more impressive. The facebook average member community size is up 161% in 2011. Twitter and LinkedIn showed growth, just not as striking (both around 10%). In terms of fundraising, what the survey calls small fundraising revenue ($1 to 10K annually) has grown each year from 38% in 2009 to 46% in 2011. The number of organizations raising $100,000 or more doubled, but only from 0.2% to 0.4%.82% of organizations surveyed said they found value in their social networks, representing an all time high – although a little subjective. If you look those lucky groups that raised over $100,000 or more last year on facebook, 30% were small organizations ($1 to $5mm annual budget) and 8% were medium sized (6 mm to 50mm) Over half the survey respondents said that the role of their community is for programs and service delivery (instead of marketing being the primary purpose). Increasing numbers of organizations reported that they are using their community for health programs, education, advocacy or best practice innovation.
One of the challenges in social media is that it seems like every week, there’s a new kid on the block that’s going to be the be all and end all tool that EVERYONE will be using. But here are the main ones today. We’ll talk about facebook, twitter, youtube and linkedin, but know that Google+ is Google’s attempt to get people away from Facebook. They’ve within the last month opened up the capability for organizations to create branded pages, so keep an eye on that one in the future. Flickr is an online photo sharing service. Is anyone using FourSquare? It’s what’s called a geotagging tool where people earn points by “checking in” to places. Again, colleges and universities are struggling with how this fits in to their goals and strategies and if there’s enough return to invest resources.
There’s no magic formula I can share with you for success in social media, except I can tell you organizations that have an overall plan and vision tend to achieve their goals. Why? Because they’ve taken the time to figure out what they’re trying to do. Once you take that step, you can figure out how you’re going to measure your success. I take a lot of calls from offices around campus that begin with “We need facebook”. I always respond with “ok, let’s take a step back and talk about what you want to achieve”. I’ve actually gone so far as to develop a planning kit that offices can use to get a sense of how to get ramped up, which I’d be happy to share with anyone here today. What this document does is force you to think about your strategy before picking your tool – are you trying to reach new audiences? Gain new advocates? Tell your story? Raise money? Then we talk about why these goals are important and how we’re going to measure them. So if we want to recruit more volunteers as a goal, the purpose would be to meet the need of relying on our volunteers to provide a specific service to the community. We can measure this by looking at the number of new volunteers following us and a change in the percentage of volunteers at our organization. After we’ve gone through this, THEN we look at the strengths of the different tools, the time it will take to maintain (industry experts suggest you can count on two hours per channel per week, but I have to admit that seems pretty low), and who will be the folks responsible for creating content, responding to followers, and monitoring what’s going on.
At last count had over 500 million members – 2/3 of which visit daily. Let’s take a look at the college’s main page. Anyone interested in how to look at analytics for a facebook page?
20 million visits/month – 100 million users in three years. 17% of which tweeted within the last month, so there’s lots of lurkers out there. It’s not about sharing what you’re doing, although a lot of content on Twitter revolves around that. It’s about conversations and sharing resources Same general do’s and don’ts apply:Create a user name you can live with and remember! Do use a photo or logoFollow back those who follow you and interest youFind topics of interest using twitter search Don’t spam or direct sellIn this case it’s a little different than facebook or linked in because following people you don’t know, odd as this sounds, is acceptable A colleague of mine at another institution summed it up like this - Facebook is where you lie to people you know, but Twitter is where you are honest with strangers. This came up last time I gave this presentation – is everyone familiar with Common Twitter Terms? Hash tags (# symbol in front of topic to make search easier, as well as promotion)Direct Message (DM @username – sends a private message)Retweets (RT @username – share something interesting with your followers that you’ve seen in the twittiverse)@replies show comments made directly to you in response to a previous tweet Basically you’re doing one of three things with Twitter:Sending a status message for the Twitterverse to seeSending a personal message to a follower using the @ sign that everyone can seeSending a private message to one individual follower using direct messaging
I jokingly call this Facebook for professionals – in reality, it’s a business-centric social network. It’s a great place to post your resume, see recommendations (both that you’ve received and given), view job listings, and participate in Q & A in all manner of topics (chance to show your expertise). They’re adding an increasing number of applications, such as ties to twitter, bookshelf, etc. Much like Facebook, its about connections. We’ll look in a minute at the different ways you can find people to connect with. A first level connection is someone you know directly – a second level connection is a person that is in your connection’s network that you don’t know directly. Most important key is creating a complete profile – conveys that you’re serious about growing an network and connecting with others. Use a professional image to make a good first impression to your potential followersCreate compelling headlines – use brief descriptive keywords to tell who areList current position and at least 2 previous positionsComplete summary section – different schools of thought between whether this should be written in first person or third person. Complete specialties section using customer-focused keywords to make your profile easier to find in searchesAsk for recommendations – you need at least 3 before linkedin will mark your profile as 100% completeComplete interests plus groups and associations sections of your profile to expand your opportunities and find people you might knowCreate listing in about.me to organize all your personal and professional sites. How to build your networkUpload your contacts from your email accounts. Look through current and past colleaguesUse LinkedIn’s people you may know featureSearch by skill or interestParticipate in groups (show sample group)Use LinkedIn’s questions and answers to show your specialties and knowledge
2 billion videos viewed daily. Share your video content with the world. DoMake sure you follow any applicable copyright restrictions ensure that your content is protected by setting privacy settingsMake sure you tag your videos with intuitive keywords – be careful using their tools – the SUNY Oswego storyEmbed your videos into your blog, facebook page, web page, etc. Keep it under 2 minutesAvoid overly scripted videosThink about your external audienceProvide ways to share videos with friendsYou tube direct
Are you ready to make the commitment to social media? It takes work to make it happen. Not that that is a bad thing because we’re talking about what we’re passionate about. The reality is that a good rule of thumb is to expect each channel you’re engaging in to take up at least hours of your time per week. Do you really want more interaction and more transparency? If you’re part of a group on campus, does your director, chair, colleagues agree? That needs to be a very honest conversation that you have early on in the planning stage to make sure that everyone is on board. The entry costs are low but the ruined trust and brand that comes from not following through can be devastating. Are you ready and able to sustain your efforts? I’d be willing to share a planning guide that I’ve put together with anyone interested that I use when offices and departments across campus come to me for help determining what they’d like to do with their social media presence.
Now that we’re ready, some of these are common sense, but let these few points be your guide: Be Consistent – including making sure you have all the facts before you post. Consistently providing bad information or information that needs to be corrected hurts the reputation you are trying to buildBe Authentic – the key to social media is being honest about who you are and respecting the purpose of the community where you are posting. If you are participating in any of the your organizations’ social media activities, be up front.Be Defined – how do you want to be known in the communities you are partipating in. How will people benefit from connecting with you? This goes back to the goals we talked about earlier. Be Interesting – Everyone has seen the classic “I’ve gotten out of bed” “I’m taking a shower” “I’m making coffee”. Its all about relationships and value. Just as in a friendship, you have to be interested in what’s going on around you Be Ready to Give and Take – you could be challenged, tested, lauded, its all a part of the media. And that’s what makes it so exciting
Know what’s being said about you using Google Alerts and Social MentionCreate a LinkedIn profileLink with at least 100 contacts via LinkedInSign up for TwitterFollow at least 10 industry people on TwitterUse Twitter for your next eventConsider using Facebook event pagesConsider a blogJust try it!
And that’s not a bad thing. One of the really annoying trends I’m seeing is for companies to be selling services as a Social Media Expert or Guru, especially to non profits. Remember, you might be getting started, refining your efforts, or maintaining a great social media strategy – but you are the expert in your organizations needs. Now I’ll get off my soapbox
There are a ton of resources for help out there, which I’ve found to be both a blessing and a curse. Especially in the not-for-profit sector. These are a couple of my favorites because they offer a ton of content for freeHubSpot has a ton of content about using the different social media channels to meet your marketing goals, including regularly-published white papers with the latest trends and webinars, as does the American Marketing Association. The AMA is doing more content targeted specifically to those in the education sector and offers virtual free conferences twice a year. Common knowledge is focused completely on non-profits, helping them use online tools for fundraising, marketing, communications, and advocacy. They have paid services of course, but also feature a ton of free webinars and whitepapers.
Getting started in social media
Michelle TarbyDirector of Web Services Le Moyne College
Is Social Media For Me? Facebook leads the pack Social Networks still growing Fundraising on Facebook increasing Valued by Nonprofits Social Fundraisers come in all sizes Program & Service Delivery #1
Tools of the Trade Facebook Twitter YouTube LinkedIn Flickr Google + FourSquare
First a Word from Our Sponsor Before we return to our regularly scheduled programming, have you thought about your goals and created a plan to meet them?
Ask Yourself This Are you ready to make the commitment? Are you ready for more interaction and transparency? Are you ready to follow through?Yes!!
Lets Get Started! Be Consistent Be Authentic Be Defined Be Interesting Be Ready to Give and Take
Things to Try Now Set Up Monitoring Create a LinkedIn Profile Build Your Network Join Twitter Follow 10 Industry People on Twitter Use Twitter to Promote Your Next Event Consider a Facebook Event Page Consider a Blog Just Try It!
Always Remember We’re ALL Newbies Some More Than Others
Questions? Resources HubSpot: http://hubspot.com Common Knowledge: http://www.commonknow.com American Marketing Association: http://www.marketingpower.com Contact Michelle Tarby http://about.me/tarbym firstname.lastname@example.org @tarbyM