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April 3, 2014Matt HottellDirector, Serve IT Nonprofit Clinic2014 Fair Trade Federation Conference
Using social media effectively requires a culture change in most organizations.
Shifting from social media as an afterthought to a more proactive approach.
It also requires time.
Organizations must be willing to allocate personnel resources to monitor and engage in social media channels.
Most importantly, it requires buy-in and direction from the top.
Senior management must:
Develop a strategy that sets forth the social media goals of the organization.
Craft the general message.
1. Identify Objectives2. Identify the Audience3. Integrate Your Channels4. Culture Change5. Capacity6. Tactics and Tools7. Measurement8. Experiment
What do you want to accomplish?
What do you want to accomplish?
Social media objectives are not just about blasting out a message to a mass audience.
Reaching influencers, developing relationships, having a conversation, getting insights, and ultimately helping you with your mission.
Word objectives so that they are:
Specific
Measurable
Attainable
Realistic with respect to your mission
Time-based
Objective types for social media:
Listening and Learning
Building Relationships and Issue Awareness
Improve Reputation
Stakeholder/Fan Content Generation
Increased Traffic and Page Rankings
Call to Action
Listening and Learning
Monitoring what people are saying about your organization, your issue, or programs.
1. Really understand what people are saying about you.
2. Trying something new in terms of social media tactics.
3. Listening and learning from the results.
Building Relationships and Issue Awareness
You are interacting with key audiences on social media channels to help build awareness for your organization.
You want to increase visibility in the right areas and become “sticky” in others’ minds through active interaction on different levels.
Improve Reputation
Improve what people think about your organization or issue
Directly respond to feedback through various social media channels.
Develop a reputation for expertise in your issue domain by being consistently involved in discussions or aggregating relevant information.
Stakeholder/Fan Content Generation
Encouraging stakeholders to create positive content about your organization and/or issue and share it with others.
Increased Traffic and Page Rankings
Drive traffic to your website or newsletter signup by utilizing social media tactics.
Improving search engine results for your organization.
Use social media to spread your web site or blog content.
Call to Action
Use social media tactics to spur supporters to take action or to donate.
This objective will take much more time and effort than the others to be successful.
Watch out for vague objectives like “raising public awareness.” Usually public awareness is not an objective in and of itself. It is a midpoint on the road to changing behavior or a means of putting pressure on political or corporate leadership. You could do a poll before and after your campaign and find out that many people are aware of your campaign, but didn’t change their behavior or take action.
Ask yourself, why do you want to raise awareness? Do you want to pass a bill, change consumer behavior, or decrease the cost of immunization shots? State a specific objective, and then decide how you are going to measure your progress toward this objective. “Improving farmer’s lives” or “eliminating discrimination” are big visions, not concrete objectives. “Increasing the number of households who buy fair trade products” or “providing health care coverage to all children in our state” are achievable objectives.
Who does your organization need to reach? How does this audience use social media?
There are lots of online research data that can be accessed
Primary research is best
Possible audiences:
Current clients
Past clients
Parents/family of clients
Volunteers
Donors
Colleagues
…
Who must you reach with your social media efforts to meet your objective? Why this target group?
Is this a target group identified in your organization’s communications plan?
What do they know or believe about your organization or issue? What will resonate with them?
What key points do you want to make with your audience?
What social media tools are they currently using? http://www.jobstock.com/blog/social-media-statistics-2013/
If they congregate in certain online locales, what are they talking about in relation to your brand/goals/issues/competitors?
What other research do you need to do to learn about your audience’s online social behavior or understanding/perceptions about your organization/issues?
Your social media should be in perfect harmony with your Internet strategy and support the objectives established for your web site and outbound communications.
3 aspects of an online communications plan: Homebase:
▪ Your website/blog
Outbound Communication: ▪ Email, preferably using CRM software, email broadcasting,
and tracking effectiveness.
Social▪ this is your social media strategy and includes time spent
listening, establishing a presence and building a relationship with your targeted audience on social media outposts like Twitter or Facebook, and tracking and adapting your efforts. To prioritize your time, it is better to go deep on a smaller number of outposts.
Align your social media message with all of your communications, both on- and offline▪ Website content
▪ Blog content
▪ Newsletters
▪ …
Identify and use channels in a way that matches the utility of that channel.
Twitter = “stream of consciousness” Facebook for more developed stories, media,
events, etc YouTube for videos …
Remember that social media can also be used to connect people to offline actions/events.
4. Culture Change
Once you have an initial strategy, how do you get your organization to own it?
How will you address any fears or concerns?
What is the rate of change your organization can tolerate?
“Culture eats strategy for breakfast”
“Company cultures are like country cultures. Never try to change one. Try, instead, to work with what you’ve got.”
Peter Drucker
Once you have an initial strategy, how do you get your organization to own it?
How will you address any fears or concerns?
What is the rate of change your organization can tolerate?
To be successful, social media requires a mix of authenticity, openness, transparency and to a certain extent giving up control.
This is a different way of working.
This kind of change does not happen in organizations unless there is education through discussion.
How is the connected world changing the way your organization works?
How can your organization take advantage of free agents among your social media followers?
Common Objections:
I already suffer from information overload.
Most online content is shallow and meaningless.
This takes too much time.
What about negative responses?
Our audience isn’t online
What happens if we mess up?
Loss of control over branding and marketing
Most importantly:
Create a social media policy!
Wendy Harman, American Red Cross:
Spends more time on culture change than social media.
Every employee should be involved in the conversation.
Tips:
More people means more help – tap into internal resources. Recruit your cast!
Have a social media policy but rely on education.
Identify issue experts to be contributors.
Educate by sharing examples of other organizations who have used social media successfully.
Create a series of easy interview videos that allow each of your organizational staff to explain what they do. Post the videos as a series on Youtube, promote on Facebook.
This helps build staff buy-in for social media efforts.
Who will implement the social media strategy?
The person in charge should be comfortable using the tools, passionate about your organization's programs, and should enjoy interacting with other people.
However, the entire organization must own the content!
Do you have the most efficient work flow and tasks in place?
Do you need any outside expertise? Will your content updates depend on any
other resource or person? Can you effectively utilize free agents to help
build social media capacity?
Can you allocate an ongoing minimum of five hours per week to your strategy? 20? More?
How should you use your capacity?
One way: categories of goals/activities:
Listening
Participating
Generate Buzz
Share Your Story
Community Building
Source: http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
Listening (5 hours per week)
Knowing what is being said about your organization.
Google alerts, twitter, RSS readers, etc
Participate (10 hours per week, includes listening tasks)
Join the conversation.
Start making a human connection.
Influence perception of your brand
Generate Buzz (10-15 hours per week, includes listening tasks)
Spreading awareness of your organization's programs or campaigns
Sharing a message with enthusiastic fans who can then pass it along to others .
Share Your Story (15-20 hours per week, depending on type of content, skill)
Creating multimedia content that highlights your organization’s programs or efforts
Sharing and promoting that content.
Getting constituents to share their stories about your organization with others.
Community Building(20+ hours per week)
Build relationships online
Nurture a community
Engage people and inspire them to take an action
Raise money
Another way to look at capacity is to identify the tools you want to use effectively:
Facebook, Twitter, YouTube: 15 hours per week
Flickr: 5 hours per week
LinkedIn: 5 hours per week
Blogging: 10 hours per week
P2P fundraising: 5-10 hours per week.
Location-based communities: 5-10 hours per week
Source: Social Media for Social Good by Heather Mansfield
What tactics and tools best support your objectives and match your targeted audience?
What tactics and tools do you have the capacity to implement?
What can you learn from the experience of other organizations?
What tools can you use to help with your social media efforts?
Types:
Monitoring
Posting
Analytics
Google search Google alerts IceRocket (blogs) NetVibes (dashboard) Mention (real-time alerts for search terms,
mobile) Socialmention.com (social channels)
HootSuite TweetDeck
Free:
Facebook Insights
Google Analytics
Paid:
Twitalyzer
SproutSocial
Most of the tactics presented here come from the book “101 Social Media Tactics for Nonprofits: A Field Guide” by Melanie Mathos and Chad Norma
Categories of tactics:
Setup
Communicate
Engage
Fundraise
Measure
Claim your short username on Facebook
Go to facebook.com/username
Choose the page you want to create a name for
Set up multiple admins for Facebook
Helps prevent issue arising from:
▪ Vacations
▪ Illness or accident
▪ Leaving the organization
Can help balance out workload
Develop different roles for admins
Set up and display rules for your community on your Facebook info tab
Determine your community rules
Create a point of contact at your organization along with an email ([email protected])
Create Twitter Lists
Great way to aggregate posts from segments of your followers (staff, volunteers, board, topic experts, etc)
Lists can be followed and are viewable from your Twitter homepage.
Maximum of 20 lists can be created by a user
Connect with top tweeters in your area
Use http://twitaholic.com to find the top tweeters
Follow key influencers
Reach out to key influencers by name
Retweet key influencers on relevant posts
DM key influencers with questions/comments
Give key influencers who are helping a FF
Monitor local twitter #hashtags
#btown
#iu
Search on Twitter or create a new column in Tweetdeck
Make sure your tweets are retweetable Calculate your magic number:
Add the following numbers:
▪ The number of characters in your Twitter handle
▪ Add 4 to that number (for the “RT @”)
Make sure you leave that many characters free when tweeting.
Sign up for Tweets For Good
Allows nonprofits to promote tweets from a user account for up to one month at a time
Sign up at least 4 months in advance of a promotion worthy campaign
▪ www.hope140.org
Use unique Twitter hashtags for events, campaigns, or topics
Nongeneric
▪ #IUServeITSummer2013
▪ #IUHoosiersBBall
Search before you use it! (hashtags.org)
Use pre-existing hashtags for mission-related conversations
Use Facebook events
Make sure to update your fans!
Integrate other social channels into your Facebook presence.
You can add custom tabs to hold this content
▪ Flickr
▪ YouTube
Check out www.involver.com/applications
Add your social channels to your contact information
Website
Business cards
Ads
Fliers
Create and monitor your Wikipedia entry
Encourage supporters to share Facebook content.
Use Facebook Insights to determine what kind of content resonates with your community
Ask supporters to share the next content that is similar
Photos, memes, videos, engaging and informative content
Have a “Like” campaign
Use all media outlets
Post on other pages/walls as your organization
Like other pages
Caveat: this could be seen as an endorsement
Ask a question! Find a topic that you want feedback from. Post the question on your wall, create a
Facebook Questions poll, or tweet it out.
You can also send out links to surveys, which can be used as pre- and post data to help measure tactic success
Ask supporters to customize or change their avatars for a campaign.
Example: Gay marriage equality avatar
Broadcast backchannel buzz at an event
Create a hashtag
Find a broadcast service (visibletweets.com)
Display the results in fullscreen on monitors
Make sure you have wifi!
Encourage users to tweet using the hashtag
Create a Twitter Chat
Create a hashtag
Determine a time, date, and topic for the chat
Figure out rules for discussion
Use www.tweetchat.com to follow and moniter the chat
Announce the kickoff on social media
Organize a Tweetup Plan a simple event to get followers to a physical
location.
Announce the event on Twitter and link to event info
Monitor twitter for questions/feedback/interest
Hold the event – have nametags for names and handles. Potentially offer special tours/access/giveaways, etc
Provide attendees with more info about how to get more involved with your organization
Post updates to social media
Utilize Foursquare
Create specials for checkins/mayorships
Add mission-related tips
Ask supporters to share photos and videos on your wall
Enter-to-win (like your page) Creative posts or comments Video response
https://www.facebook.com/aspca/
Make sure you know the rules for the platform!▪ https://www.facebook.com/page_guidelines.php
▪ https://support.twitter.com/groups/31-twitter-basics/topics/114-guidelines-best-practices/articles/68877-guidelines-for-contests-on-twitter
▪ https://support.google.com/youtube/answer/1100988?hl=en
Utilize Flickr
Create a group for users to upload photos to
Hold a photo contest
Raise money with Causes
Add a Causes tab to your Facebook page
▪ https://www.facebook.com/amnestyusa
Other services can also be used, but do not automatically connect to Facebook
www.weeve.it
Create a “Donate” tab on your Facebook page
https://www.facebook.com/aclu.nationwide
Leverage Twitter
Tweetathon
Sponsored tweet campaign
Twestival
Holiday Tweet Drive
Add video annotations to your YouTube content
Annotations can link to donation/subscription/volunteer pages on your web site
Must apply to YouTube’s Nonprofit program at http://www.youtube.com/nonprofits
Identify metrics that track your measurable objectives.
How often will you track the metrics? Trends and movement as well as hard
numbers How will you harvest insights from the
metrics?
Page views Posts Members Likes/follows Mentions New friends Online donation dollars Ideas generated and used
Source: Social Media Metrics , Rachel Happe
According to Carrie Lewis, the American Humane Society tracks only 5 metrics:
Amount of donations raised
Number of actions resulting from social media
Number of names added to contact file
Growth rate
Customer service wins
Develop a spreadsheet that tracks metrics over time.
Keeps them all in one place
Allows for analysis
The “So What” test for metrics
Key aspects:
Demographics
External Referrers (under Users)
▪ How do people find your page?
Daily Story Feedback (under Interactions)
▪ What do fans like to do
Page Posts (under Interactions)
▪ Sort by feedback percentage
Total Tab Views (for custom tabs)
Tracking referrals from Social Media sites
Click “Traffic Sources” in the left nav
Click “Referring Sites” in the left nav
This will show you the top ten web sites sending viewers to your site.
Click on each referrer to see traffic.
You can attempt to match traffic spikes with the tactic used to try and show impact.
You can also look at numbers of new visitors
Similarly, you can use URL shorteners to measure clicks from a particular tactic
Use www.tweetreach.com to measure the reach of tweets, hashtags, and handles.
Measure often (weekly or even daily) to see how different content changes your reach.
Use www.klout.com to figure out and track your organization’s social media influence level
What small piece can you implement first as a pilot?
How will you learn from the pilot for your next experiment?
Pick a social media project that won’t take much time and relates to goals.
Write down your successes. Write down your challenges. Ask or listen to the people you connect with
about what worked and what didn't. Watch other nonprofits and copy and remix
for your next project. Rinse, repeat.
Source: Wendy Harman, American Red Cross
Don’t be afraid to fail!
Fail fast and learn from your failures.
April 3, 2014Matt HottellDirector, Serve IT Nonprofit Clinic2014 Fair Trade Federation Conference
Establish the policy: Determine the policy and what you want to accomplish
Educate: Important to train or make employees aware of the implications
Enforce: Less about the top down control, but the fact that you need to consistently use the policy – it shouldn’t sit in a drawer
How specific do you want it to be?
Tactical step-by-step or a vision statement?
How formal will your policy be?
Informal guidelines or legally binding document?
Should this policy be consistent with other existing policies?
Should it be contained in another policy?
Employee Code of Conduct
Communications policy
Is social media an initiative all staff members should be participating in?
Or should it be limited to certain job titles?
Should employees request permission to engage in social media on behalf of the organization?
Who should post on what channels?
Personal vs organizational accounts
Who is responsible for monitoring and responding on specific channels on behalf of the organization?
How much effort will be spent monitoring outside mentions or relevant key words?
Should employees use social media handles that identify your organization?
SOIC_Mhottell
MattatIUSOIC
Does your organization have a code of ethics, values, or other standards that you expect employees to adhere to online?
Be Scout-like. When disagreeing with others’ opinions, remain appropriate and polite. If you find yourself in a situation online that looks as if it’s becoming antagonistic, do not get overly defensive and do not disengage from the conversation abruptly. Ask your Scout executive or the designee for advice on how to disengage from the dialogue in a polite manner that reflects well on the BSA.
Build trust by being open and transparent. Share information and what the challenges and opportunities are for Scouting in your community.http://www.scouting.org/scoutsource/Marketing/Resources/SocialMedia.aspx
What content should be encouraged to be posted online by staff?
Events
Original content
Relevant news
Reposts of community partners
?
The IFRC believes that sharing of information and experiences benefits the whole humanitarian community and ultimately the beneficiaries we serve. Feel free to share and discuss your experiences in campaigns, field communication, building of transitional shelters etc. If IFRC staff is perceived to be knowledgeable and helpful this will reflect positively on you and on the organization. Obviously, use common sense where information is concerned that is internal and/or confidential. If in doubt -ask the owner of the information you want to share. Refrain from commenting on the work of colleagues in this or other organizations that are outside your field of expertise.
http://sm4good.com/wp-content/uploads/2009/11/Red-Cross-Red-Crescent-SocialMedia-Guidelines.pdf
What material cannot be posted?
Privacy, security, copyright, legal
Personal vs. professional
Are specific topics never appropriate for social media outlets?
Think of CNN, your mother and your bossDon't say anything online that you wouldn't be comfortable seeing quoted on CNN, being asked about by your mother or having to justify to your boss.
http://sm4good.com/wp-content/uploads/2009/11/Red-Cross-Red-Crescent-SocialMedia-Guidelines.pdf
What material must be approved prior to approval?
Matter of TrustBeing able to share your and the AIA’s activities without prior management approval means the Institute trusts you to understand that by doing so you are accepting a higher level of risk for greater rewards ... Trust is an essential ingredient in the constructive culture we are striving to achieve at the AIA. We can’t be there to guide every interaction, so we expect you to follow these guidelines and advice to help you better balance the risk vs. reward ratio. http://www.aia.org/about/AIAB083034
Should your staff use disclaimers to state that they are not speaking on behalf of the organization?
If you have a blog and talk about work-related issues, add a disclaimer to each page making clear that the views you express are yours alone. Be aware that this disclaimer doesn't free you from the obligations you have under the Codes of Conduct or the Fundamental principles. Example: "The postings on this site are my own and don't necessarily represent positions, strategies or opinions of my employer." If you have an “about me” page, we advise against using photos where you stand in front of one of the emblems since this might give the web site or blog an official appearance. http://sm4good.com/wp-content/uploads/2009/11/Red-Cross-Red-Crescent-SocialMedia-Guidelines.pdf
How do you respond to negative posts in the following situations: Can you turn a complaint into a customer service
opportunity?
Does the post have misinformation in it?
Can it damage your community?
Does it include vulgarity or purposely Inflammatory language?
Are they likely to keep posting objectionable things simply because you’re responding?
Social media takes a thick skin. Negative conversations are happening already, but now you have a voice in the conversation. Don’t delete negative comments unless they violate the terms laid out in the BSA Social Media Digital Contract.
Be prepared to respond to negative or inaccurate posts if response is warranted. Some negative comments do not require a response, while others should be taken seriously and addressed. Factors such as the number of followers and the severity of the conversations should temper if and how you respond.
Direct media inquiries to the appropriate person. Media inquiries coming through social media should be referred to the Scout executive or a designee for an official response.
Build trust by being open and transparent. Share information and what the challenges and opportunities are for Scouting in your community.
http://www.scouting.org/scoutsource/Marketing/Resources/SocialMedia.aspx
For positive or neutral posts, how do you respond?
Options:
No reply
Quick reply
Thoughtful response
Bring in help from expert staff
Types of posts:
Directed question
Quick comment
Thoughtful or detailed comment
Others?
Types of participants
Core supporters(followers, volunteers, clients, etc)
People you don’t know
Others?
What types of privacy issues does your organization have with regards to social media usage?
At-risk or protected population?
Association stigma?
Is extra permission required in some situations?
▪ If so, do you have a waiver form with social media permission added?
When, if ever, are the following posts allowed? Photos of unidentifiable individuals Photos or videos with clearly identifiable clients, students or
other people you work with? Photos or videos with clearly identifiable supporters or
constituents? Photos or videos with clearly identifiable children? Full names of clients? Information about the services you’ve provided to a client,
student or other person you work with? Someone’s name associated with a photo or video (i.e.
“tagging” them)? A location associated with any post? Other potentially problematic posts?
How copyrighted is your content?
Do people need permission to repost any of it?
If permission is not required to repost, do any of the following apply?
Attribution: If they repost, they should credit us for the content with a link back to our site.
Derivatives: Anyone can modify our content as they like, and repost it, without needing permission.
Commercial Use: Someone can use our content to sell something, without needing permission.
How will you prevent social media users from violating copyright when posting on behalf of your organization?
How do you expect attribution to be done in your organization?
Attribute only the original source?
Or attribute any third party posting that brought it to your attention?
We haven’t started talking much about tactics yet – that will be the focus of workshop 3.
However, there are several things you can start doing now.
Brand all of your social media landing pages
Use a square version of your organizational logo as your social media avatar
Facebook, Twitter, YouTube, Foursquare
Use the same name across all channels
The Humane Society of the United Stateshttps://twitter.com/HumaneSocietyhttps://www.facebook.com/humanesocietyhttp://www.youtube.com/user/hsus
American Red Crosshttps://twitter.com/RedCrosshttps://www.facebook.com/redcrosshttp://www.youtube.com/user/AmRedCross
Claim your physical venue on Foursquare https://foursquare.com/v/united-ministries/4c0d04f398102d7f987ee106
https://foursquare.com/v/sycamore-land-trust/4d6ebf74a207a1cdc988862a
https://foursquare.com/v/united-way-of-monroe-county/4e80b6808231841cb8e40cdd
https://foursquare.com/v/the-salvation-army/50e0875be4b0bb7ae335b2ce
Follow/Like organizations with similar mission/programs
Allow supporters to post and comment on your organizational Facebook timeline
Make sure you have Facebook alerts set up to notify you when posts are made.
Integrate Like/Share/Follow functionality into your website.
http://www.redcross.org/ http://www.humanesociety.org/
Make sure you have Google Analytics (or some other analytic software) set up on your website.
Start monitoring and understanding your Facebook Insights.
Start tracking story links using URL shorteners like bit.ly or goo.gl
Create a master social media-related password list for your organization!
The Networked Nonprofit by Beth Kanter and Allison Fine
Measuring the Networked Nonprofit by Beth Kanter and Katie Delahaye Paine
Social Media for Social Good by Heather Mansfield
101 Social Media Tactics by Melanie Mathos and Chad Norman
50 ways to use Social Media, listed by Objective by Jeremiah Owyang Best (free) Sources To Get Social Media Audience Usage Research by
Beth Kanter Social Media Metrics by Rachel Happe Ten Common Objections to Social Media Adoption and How You Can
Respond by Marshall Kirkpatrick Beth’s Blog by Beth Kanter The Basics of Email Metrics: Are your Campaigns Working? at idealware
Smart Chart for identifying a communications plan and measuring outcomes. http://smartchart.org
Policy Tool for Social Media is a great place to START your policy creation process. http://socialmedia.policytool.net/
Nonprofit Social Media Policy Workbook by Idealware is a much more detailed workbook for developing a policy for nonprofits.
Idealware’s Social Media Policy Template is a great way to pull all of the information from the workbook into a usable policy.
