This document provides guidance on creating a social media strategy map for a nonprofit organization. It discusses establishing objectives, identifying target audiences, integrating social media with communications plans, addressing culture change, building staff capacity, selecting appropriate tools and tactics, and measuring performance. The strategy map is presented as a framework to help nonprofits systematically plan their social media presence across various channels to achieve their goals.
12. A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
13. How do we integrate our social strategy with our communications plan?
14. Gordon Meyer John Kenyon Scarlett Swerdlow You need an effective Internet presence across channels. The difference is delivering a message versus being part of a conversation. Begin with objectives and audience Danielle Brigida Listening is part of your environmental scan!
15. Brand in control One way / Delivering a message Repeating the message Focused on the brand Educating Organization creates content Audience in control Two way / Being a part of a conversation Adapting the message/ beta Focused on the audience / Adding value Influencing, involving User created content / Co-creation TALK CONVERSATIONS Source: Slide 10 from " What's Next In Media ?" by Neil Perkin Some differences in tactics
26. To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office
47. Pick a social media project that won’t take much time Write down successes Write down 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.
50. Lunch and Team Planning Time Using the strategy map worksheet, discuss the following elements Page 17-22 Objective Audience Integration Culture Change Capacity
51.
52. If you remix this presentation, please add your remixed version to the WeAreMedia wiki http//www.wearemedia.org Thank you
Editor's Notes
This content is licensed under creative commons Time : 10:45-12:00 Goal: To introduce planning questions that a nonprofit organization needs to ask before getting started with a social media plan and examples of how other nonprofits have approach this task Objectives Target Audience Integration Culture Change Capacity Tools and Tactics Measurement Experiment Exercises: Share Pair: Understanding the online social behavior of our audiences by examining our own. Human graph. Get people to line in the room from very ready to implement to not at all ready to implement. Facilitate discussion on reflection questions. Why do you feel ready? Why not? What do you need to be more ready once you leave today?