This document provides an overview of developing a social media strategy for nonprofits. It discusses identifying goals for social media use, mapping the target community and influencers, selecting appropriate platforms, and tracking metrics. Key steps include determining why the nonprofit wants to use social media, who the target audience is and where they engage online, selecting goals and matching them to tools like Facebook, Twitter, YouTube and email blasts. The document also provides best practices for using different social media platforms and examples from organizations with successful social media presences.
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Social Media 101 for Nonprofits: Nuts & Bolts
1. Social Media 101 for Nonprofits: The
Nuts and Bolts of Developing a Social
Media Strategy
Amanda Levinson, ThirdSpace Consulting
Twitter: @amanda_levinson
www.thirdspaceconsulting.net
amanda@thirdspaceconsulting.net
2. • Why do you want to develop a social media
strategy?
• Important steps in developing a SM strategy
• Digging into Facebook and Twitter with brief
forays into YouTube, Flickr, blog, Email
blasts
What we're covering today
3. • raise public awareness of your mission or cause
• raise funds
• reach new constituents
• build a community of champions
• recruit volunteers
• get people to take real-world actions
• enhance existing communications programs
• involve the community in decision-making
• advance your organization’s mission
• extend, shape and influence the conversation
Step 1: What Do You Want to Do With
Social Media?
4. • What are you offering?
• Why would others want to engage with you?
• Why do you want community engagement?
Step 2: Identify YOUR Value
Proposition
5. • Who is your community?
• Where do they already engage online?
• What kinds of things are they interested in?
Step 3: Community Mapping
7. • What other orgs or individuals are working
on similar issues that are influential?
• Do they have a presence on
Facebook, Twitter, other channels?
• What different roles do they play?
Step 4. Map Your Influencers
8. Step 5. Identify Goals & Tools
Group Your Goals Their Goals Tools to Use
Volunteers Increase
engagement, build
leadership, organize
events
Support your work,
get recognized
Newsletter, Facebook
Donors Financial support,
networks
Be seen as valuable
supporter
Facebook, offline,
phone
From Amy Sample Ward:
http://amysampleward.org/
9. 6. Reserve vanity URLs and make sure
consistent across all channels
7. Create Master login sheet to keep all
information handy
8. Allocate Funds and resources based on
priority
Steps 6-8: Logistics & Resources
10. Create a dashboard to track metrics + goals. Can use Excel
or free tools like Sparkwise.
Step 9: Metrics tracking
11. • largest social network in the world (750+
million)
• second most visited site in the world
• allows you to post photos, videos, updates
and events easily
Launch: Facebook!
12. • Remember 90% of interactions with you will
take place through your newsfeed
• Post 1-2 times per day AT MOST
• Include photos, links, inspirational quotes
Facebook Pages Best Practices
13. • 140 characters
• Be human and personable
• 10% requests, 90% conversation and
contributing to content
• Retweet, reply + favorite
• Follow on a 1:1 basis
Twitter Basics!
14. • Filters your tweets
• Builds partnerships + goodwill
• Allows for segmentation
Create Lists!
15. • allows Twitterers to discuss events in real
time
• organizes Tweets
• allows users to find + follow
• allows you to be a part of the conversation
Hashtags: What, Why, How
16. • Bit.ly: for shortening and tracking links
• Retweet Lab: for monitoring your tweeting
performance
http://retweetlab.com/
Handy tools
21. • Third-largest Ds community on Facebook
(from zero to over 10K "likes")
• 4th largest following of Ds organizations on
Twitter
• Raised $106K in 2 days, with matching
3:1= $424K
Accomplishments