Intro to Social Media for Organizations

Click to edit Master text

Intro to Social Media for Organizations Fighting for Families on Social Media:

A Training For Activists

Farra Trompeter @farra

August 17, 2011



What is social media?


It’s about reaching and connecting people


traditional media social media

Encyclopedia Brittanica

New York Times

Print newsletter

Wikipedia

Huffington Post

eNewsletter, Twitter, Facebook


Why should my nonprofit care?

Click to edit Master text http://www.youtube.com/user/Socialnomics09#p/a/u/2/fpMZbT1tx2o


Maybe you shouldn’t… Social media is not…

•  Free •  A silver bullet for fundraising •  An opportunity to control your message •  An opportunity to tell everyone what you think •  Inherently appealing and cool to millennials •  An alternative to clear messaging/mission


That said… Social media is…

•  Pretty low cost •  Growing by leaps and bounds •  An opportunity for conversation •  A great way to reach certain audiences •  A complement to the messages you’re sharing

through other channels

Click to edit Master text http://idealware.org/reports/nonprofit-social-media-decision-guide, June 2010


Average social media user = 38

http://bit.ly/socialnetworkingandourlives, June 2011


Who’s where?

http://bit.ly/ImproveStrategyWithDemographics

• 150 million unique U.S. visitors • Slightly more female • Mostly younger, aged 13-34

• 48 million unique U.S. visitors • Slightly more male • College education • Generally older, more educated, and more affluent

• 23 million unique U.S. visitors • Peak at the 18-34 age group • Less wealthy than those on Facebook and LinkedIn

Click to edit Master text Pew Internet and American Life; http://bit.ly/socialnetworkingandourlives, June 2011

Click to edit Master text http://www.e-benchmarksstudy.com/, March 2011


How do people participate?

Source: http://forrester.typepad.com/groundswell/2007/04/forresters_new_.html

Click to edit Master text Source: Pew Internet and American Life; http://bit.ly/intengagement, June 2011


Great! So now what do I do?


Online engagement priorities

Click to edit Master text http://bit.ly/socialmediajargon

Learn the lingo


Then start by listening…

Source: Flickr, Robert Carlsen


Listening online •  Set up Google alerts, RSS feeds, Twitter search, etc.

•  Your name and people connected to your organization •  Your organization’s name •  Program or event names •  Peer/competitor names and program/event names •  Your tagline or other key phrases •  URL for any web properties (main website, blog) •  Related issues/topics •  Common misspellings

Source: Beth’s Blog, Beth Kanter

Click to edit Master text http://www.netvibes.com/amysampleward#Social_Change



Select the tools based on goals + audience, and what you can manage

Source: Flickr, BoomeraATV

Click to edit Master text http://blog.jumpstartinc.org/index.php/archives/420


Be nice, share, and say thank you.

Source: Flickr, OMP Production

Click to edit Master text http://www.domesticworkers.org/

Click to edit Master text http://www.facebook.com/nationaldomesticworkersalliance

Click to edit Master text http://www.facebook.com/nationaldomesticworkersalliance/posts/174904415914649

Click to edit Master text http://www.domesticworkers.org/todays-help

Click to edit Master text https://twitter.com/#!/domesticworkers

Click to edit Master text http://www.youtube.com/domesticworkers

Click to edit Master text http://www.youtube.com/watch?v=-RyEGeZmAn8

Click to edit Master text http://www.domesticworkers.org/ny-bill-of-rights


If you want people to care, make it about them… not you!

http://twitter.com/#!/1199seiu


Help the community connect.

Source: Parent Project Muscular Dystrophy

Click to edit Master text http://www.ncladvocacy.org/aefl_campaign.html

Click to edit Master text http://www.ncladvocacy.org/aefl_photos.html

Click to edit Master text http://bit.ly/FlickrNatAdultEd


Bring all your online communications together.

Source: fhoke.com

Click to edit Master text http://www.abetterbalance.org/web/takeaction


Click to edit Master text http://reproductiverights.org/en/quiz



Don’t forget about other online listings.

http://en.wikipedia.org/wiki/SEIU_32BJ


Expand your definition of success •  Increased awareness of your cause •  Shift in your organization’s reputation •  New and repeat program participants, activists, donors •  Increased requests for your programs •  Page views/clicks/comments/fans/etc. •  New email addresses/contact info •  Signatures/actions taken •  Dollars raised •  Mentions online


Resources


Resources •  Your Org’s Personality Through Social Media, Duck Call http://www.bigducknyc.com/blog/your_orgs_personality_through_social_media

•  2011 eNonprofits Benchmarks Study, M+R Research Labs http://www.e-benchmarksstudy.com/

•  Networking Sites and Our Lives, Pew Internet and American Life Project http://www.pewinternet.org/Reports/2011/Technology-and-social-networks/

Summary/Findings.aspx

•  Nonprofit Social Media Decision Making Guide http://idealware.org/reports/nonprofit-social-media-decision-guide


Resources •  Social Media Revolution 3, Eric Qualman http://www.youtube.com/watch?v=x0EnhXn5boM&feature=player_embedded

•  The Secret To A Better Social Media Strategy: Demographics, Open Forum http://bit.ly/ImproveStrategyWithDemographics

•  How Much Time Does It Take To Do Social Media? Beth’s Blog http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html


Resources •  bigducknyc.com/brandraising/scorecard


Contact Big Duck bigducknyc.com

bigducknyc.com/blog

facebook.com/bigduck

twitter.com/bigduck


Contact Me [email protected]

twitter.com/farra

linkedin.com/in/farra

slideshare.net/farra


© Jeremy Crow

Thanks!