Successful Social Media

for Non-ProfitsSteven L. Johnson

Assistant ProfessorDirector Social Media Programs and Research

Temple University Fox School of Business

Follow me: @StevenLJohnson

xeeme.com/StevenLJohnson

StevenLJohnson.org

Presented 26 Sept 2011 for Georgetown UniversityMcDonough School of Business

First Year Seminar Program Case Competition

What is social media?

decentralizednetwork

listening

Why social media?

empoweringpervasiveenabling

By hectorir on Flickr

Social Media Phases

Costs

Return

Non-Profits: Making Connections

Example: wildlifedirect.orgGoals: Donor choice + transparency: match results to donations

Example: tomamawithlove.orgPain: individual donor fatigue

Example: iava.orgChallenge: Private space for Iraq/Afghanistan vets to “connect with one another, share stories, offer support”

Opportunities: One Global Economy

Quantifying Benefits

• General benefits– Risk avoidance– Innovation image– Red queen

• Beneficiary benefits– Delivery mechanism

– Social media skills

• Supporter benefits– Higher satisfaction

• Organization benefits– Increase average donation

– Expand supporter base

– Decrease costs

11

Winning Business Case

DiagnosePain

By Kevin N. Murphy on Flickr

Winning Business Case

After you learn how to solve a problem for one person,

you can solve it for many.

By colleen_taugher on FlickrBy colleen_taugher on Flickr

Winning Business Case

Research

InvestigateInsight

By Image Editor on Flickr

by xJasonRogersx on Flickr

Social Media Keys

Content

Credibility – Authenticity

Conversation

By striatic on Flickr

Question and Answer

Steven L. JohnsonAssistant ProfessorDirector Social Media Programs and ResearchTemple University Fox School of Business

Follow me: @StevenLJohnson

Like: Prof. Johnson's Social Media Innovation Course

xeeme.com/StevenLJohnson

StevenLJohnson.org