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Is your public benefit organization at a loss on how to use social media to their advantage? Here are some key tips with examples to get you on the right track.
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SOCIAL MEDIA & PUBLIC BENEFIT
WHAT IS PUBLIC BENEFIT?
The primary goal of the public benefit sector and nonprofit organizations (NPO) is to manage a segment of the public in need.
WHY INTEGRATE SOCIAL MEDIA?
INTEGRATING SOCIAL MEDIA INTO THE NPO MARKETING STRATEGY
• Branding
• Leveraging contacts beyond email lists
• Prospecting new donors/sponsors
• Relationship building (B2B)
SOCIAL GOALS FOR NPO’S
SOCIAL GOALS FOR NPO’S
• Create Awareness
“The conversation is happening about your brand
whether you’re a part of it or not.”
- Seth Godin
SOURCE: WAGGENER EDSTROM
SOCIAL GOALS FOR NPO’S
• Attract New Support
55% of those who engage with nonprofits via social media
have been inspired to take action in one way or another.
SOURCE: WAGGENER EDSTROM
INSPIRATION OF SOCIAL MEDIA
59%donate cash
53%will volunteer
43% participate
in a charitable
event
SOCIAL GOALS FOR NPO’S
• Create Awareness
“The conversation is happening about your brand
whether you’re a part of it or not.”
- Seth Godin
ENGAGEMENT
20-30 minutes per week
• Scan pages you “like”, join in conversations if applicable
• Engage with people on your page
• Share at least 1-2 pieces of organic content to your page
20-30 minutes per week (or more)
• Prospecting
• Retweet relevant content to your field
• Engage with your audience
• How often you post content is up to you
15 minutes per week
• Prospect and follow boards with content relevant to your field
• Scan boards you follow for new and relevant pins
• Re-pin relevant content from your prospects
• Share 1 piece of organic content
#YYCFLOOD
Image Courtesy of The Huffington Post
MOST VIEWED TWEETS #yycflood
Statistics Courtesy of The Huffington Post
WHAT’S IN A HASHTAG?
53180
224629
53180323136796
327682
#Calgary #ABFlood #YYC #YYCHelps #CalgaryFlood #YYCFlood
#yycflood
Statistics Courtesy of The Huffington Post
POLITICAL TWEETING
18-Jun 19-Jun 20-Jun 21-Jun 22-Jun 23-Jun 24-Jun 25-Jun 26-Jun 27-Jun 28-Jun 29-Jun 30-Jun0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Redford Harper Nenshi
#yycflood
Image Courtesy of The Huffington Post
THE RIDICULOUSLY PHOTOGENIC FIREFIGHTER
#yycflood
SOCIAL SUCCESS FOR NPO’S
WHAT DOES SOCIAL SUCCESS LOOK LIKE?• 41% are developing a detailed social media strategy
• 37% have executive management that makes social media a priority
• 28% are dedicating a current or new position specifically to managing social media
• 22% are paying for publishing/analytics tools• 37% spend over $26/mo on those tools
PROCEDURES
• Who on your team is responsible for social media?
• Strategize – what do you want social to do for you?
• Guidelines – what will you/won’t you post?
• Create a SM policy
• Create an editorial schedule that coordinates existing marketing campaigns and events together
THINGS TO DO
• Know your audience
• Create a content strategy that works for your organization
• Check your feeds at least 2x per day
• Be responsive to messages/mentions
THINGS TO AVOID
•Not everyone speaks public benefit. Try to avoid jargon.
• Don’t treat each social network the same way
• Avoid negativity and over-asking
• Rome wasn’t built in a day – social media takes time
Meagan WadeOwner, MWKnows.com
Creative Brain. Positive Thinker. Highly Caffeinated.
[email protected] @meaganwade
