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I had the pleasure of presenting a social media session for the Fort Worth Funding Information Center's Business & Breakfast Series entitled Social Networking for Nonprofits 101. It was billed with the following description: Are you challenged with understanding social media? Not sure how to justify it as a necessary business strategy? Social media provides many exciting, accessible and affordable communications tools for non-proft professionals. Attend this session to learn why social media is integral to your marketing success through using basic and advanced techniques with Facebook, LinkedIn, YouTube and Twitter.
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Social Networking for Nonprofits
Funding Information Center - Business & BreakfastApril 29, 2009
"Social Media is a social trend in which people use
technologies to get the things they need from each other, rather than from traditional
institutions."
from Groundswell by Charlene Li and Josh Bernoff
Links from this presentation and additional resources can be found here:
http://bit.ly/FIC42909
Put simply, social media is people having online conversations.
http://www.flickr.com/photos/briansolis/2735401175/
powered by...
It's the People
The new communication model is a dialogue.
We should be talking with our
people not just at our people.
Philanthropy 2.0 research project
Social media power users of both the new 30-49 age brackets and the over 50 bracket have used social media to discuss philanthropy.
Philanthropy 2.0 research project
Nonprofits and charities have a strong opportunity to engage in meaningful conversations (that may lead to contributions) with the social media savvy (30-49 and >50) – especially those who are uncultivated.
Why Social Media for Nonprofits?
Can be an efficient way to tell your storyExplain why your org does what it doesPeople want to be a part of something goodBuild and maintain relationships
http://www.flickr.com/photos/craigstephen/2559705249/
"...businesses across the world haven't realized that personality could be their greatest asset."
from *Personality not included by Rohit Bhargava
Look at other nonprofits to get a feel for what they are doing make sure to add organizational informationuse personal interactionsshare photos, videos, and links promote the page or group off Facebook analyze and monitor (easier with pages)
Facebook Page
Creating a Facebook page for your nonprofit
ProsCan be visible on the Internet to non-Facebook members (only FB members can interact w/ them)You can add applicationsFacebook presents you with visitor statistics to let you know how many visitors your pages are getting.
Creating a Facebook page for your nonprofit
Cons‘Updates’ sent to those who decide to be a ‘fan’ of your page are lower key than messages to group ‘members’Facebook users are less familiar with pages than they are with groupsVisitors still need to be a member of Facebook if they want to join in discussions on your page message board
http://www.flickr.com/photos/trayser/26992597/
Facebook Group
Creating a Facebook group for your nonprofit
ProsFacebook users are more familiar with groupsMessages to group membersEasier to set up and manage than pages
Creating a Facebook group for your nonprofit
ConsGroups are only visible to Facebook membersGroups cannot have extra applications added to themYou generally have to visit a group regularly and to use the messaging feature to keep discussions flowing.
http://www.flickr.com/photos/87765855@N00/3105128025/
Caution: Successful communities on Facebook offer an attitude of openness, transparency and enthusiasm - not a technology platform just for advertising.As has been reported elsewhere, Facebook’s fastest growth demographic is older users – the social network tacked on 12.4 million people between ages 35-49 in 2008 according to Nielsen Online.
Today you need to have a company of individuals
(instead of people) who are empowered to share control
with your customers
from *Personality not included by Rohit Bhargava
LinkedIn the usual stuff
Professional NetworkingOnline ResumeBetter than a business cardOpportunity to share and show who you are
LinkedIn the useful extrasProfessional collaboration & communicationPromote projects and opportunitiesSocial Applications Integration
YouTube (video sharing)
great way to let people see who you are and what you doexplore audience goals and platform options find and produce your stories that translate well on video set up your YouTube channel (or videosharing presence) connect your video efforts to other online initiatives find ways to cultivate community strategically
YouTube (video sharing)
Audience goals - plan for who you want to reach, how you will generate and maintain content Many platform options -
YouTube - largest user baseBlip.TV - for vodcasts and showsViddler - for video taggingVimeo - clean and simple for embedsMore from Mashable
YouTube (video sharing)
find and produce your stories that translate well on video set up your YouTube channel or videosharing presence
Twitter = microblogging
microblogging ~ Think of each entry as a mini-blog entry to share information, informally and as often as you wish
http://www.flickr.com/photos/handles/2748048479/
Twitter lingo
tweet = microblog posts are called “tweets”
follow = signing up to receive updates makes you a follower
reply or @reply = to respond to others, use @username, a good way to show community
DM = direct messaging, this is only seen by the other user, will also send copy to their email
RT or “Retweet” = a way to share the posts of others, also a good way to be a good citizen (not good form to repost without giving cred)
twitpic = sharing photos via Twitter, people love photos (now famous example)
Twitter & Professional Growth
referralscommunitynetworkingcommerceknowledgeserendipity
Twitter can be...
a cost-effective (free) option to accentuate existing messages;a broadcasting tool to announce relevant information to specific audiences; and a (brief) conversational tool to appropriately respond to relevant inquiries and follow-up questions or comments.
Two Types
Broadcasteruseful if audience knows what they are gettinganother way to push informationworks best if you have good information to givecould fill a need from specific area or topic
http://www.flickr.com/photos/looking4poetry/253074522/
Two Types
Conversationalistprovides a "voice"seen as an authority and sourceROE - return on engagementa way to interact with those interested in topic or org. all about building relationships
http://www.flickr.com/photos/herculie/2370039001/
links & resourceshttp://www.chrisbrogan.com/grow-bigger-ears-in-10-minutes/ http://www.wearemedia.org/ http://mashable.com/2009/03/26/social-media-nonprofit-study/ http://www.radicaltrust.ca/2008/09/25/best-practices-for-facebook-fan-pages-user-types/http://www.timdavies.org.uk/2008/02/18/facebook-groups-vs-facebook-pages/http://www.chrisbrogan.com/make-your-linkedin-profile-work-for-you/http://blog.linkedin.com/2007/07/25/ten-ways-to-use/http://www.wearemedia.org/Workshop+Day+2+Sharing+Your+Storyhttp://blog.collactive.com/2007/11/25/10-youtube-tips/http://mashable.com/2007/06/27/video-toolbox/ http://www.youtube.com/nonprofitshttp://mashable.com/2009/04/17/web-in-numbers-social-media/http://twitterpacks.pbwiki.com/Non-Profitshttp://philanthropy.blogspot.com/2008/11/give-fast.htmlhttp://beth.typepad.com/beths_blog/2009/03/7-more-charities-and-charitable-giving-foundations-that-tweet-and-where-to-find-more.htmlhttp://beth.typepad.com/beths_blog/2008/11/twitter-as-char.html
Richie Escovedorichie.escovedo [at] gmail.com
nextcommunications.blogspot.comTwitter: @vedo
linkedin.com/in/rescovedodelicious.com/rescovedo
