Whether you are a social media maven or new kid on the block, you’ve likely questioned whether to submit that status update or post that picture at least once. Or perhaps you’ve debated accepting or sending a friend request or following someone? As our personal and professional lives blend together, how do you represent yourself online? How you and your colleagues use social media can greatly impact your organization's reputation with the community. In this workshop at the 2012 Bridge to Integrated Marketing and Fundraising Conference, Farra Trompeter and Danielle Brigida, Manager of Social Media at the National Wildlife Federation, looked at different ways you can shape and manage your brand online--including helpful tips and tools you can put in to practice immediately.
3. What we hope you will learn
• How the online you may or may not
differ from the offline/real "you”
• Different ways you can shape and
manage your brand online
• Developing a personal positioning
statement
• Guidelines you might set for your
organization
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4. How do you use
social media?
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9. What social media tools do
you use?
Survey conducted June 20-July 6, 2012; 209 completed responses
bigducknyc.com | nwf.org
10. How do you approach social
media?
Totally separate
Segmented
23% Blended
54%
23%
Survey conducted June 20-July 6, 2012; 209 completed responses
bigducknyc.com | nwf.org
11. What do you talk about on
Facebook?
Survey conducted June 20-July 6, 2012; 209 completed responses
bigducknyc.com | nwf.org
12. Are you Facebook friends
with your supervisor?
Yes
Yes, but limited
No
38%
52%
10%
Survey conducted June 20-July 6, 2012; 209 completed responses
bigducknyc.com | nwf.org
13. How often do you check your
Facebook settings?
At least once/month
4% At least twice/year
4% About once/year
Only when I first signed up
18% 32% I have no idea
42%
Survey conducted June 20-July 6, 2012; 209 completed responses
bigducknyc.com | nwf.org
14. How much time do you spend
on social media/week?
Less than 5 hours
Between 5 and 10 hours
8%
Between 10 and 20 hours
12%
Between 20 and 40 hours
20%
More than 40 hours
32%
28%
Survey conducted June 20-July 6, 2012; 209 completed responses
bigducknyc.com | nwf.org
15. Other survey takeaways
• Only 8% protect their tweets
• Most (75%) people rarely/never ask for
recommendations on LinkedIn
• 34% have shared their location on
Foursquare; 28% never will
• 44% Googled their name this past month
• 48% monitor their brand using Klout, Social
Mention, or other service
bigducknyc.com | nwf.org
16. How can you manage
your personal brand?
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17. You can use social media to
• Spread your organization’s mission
• Be helpful
• Be a thought leader
• Develop community
• Get a job…or help others get one
• Generate support
• Build your list of contacts
bigducknyc.com | nwf.org
19. What do you want others to
think of you?
I am a
__________
in
__________
for
__________
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20. What do your colleagues and
friends think?
• What personal brand attributes do you
associate with _____?
• What skills does _____ excel at?
• What are _____ greatest strengths?
• What are _____ greatest weaknesses?
• Who would be interested in what ____ says?
http://www.careers.uiowa.edu/video/personal_branding_class/additional_materials/Personal
%20Brand%20Research%20Survey2.pdf
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22. Take time to listen & respond
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23. Set goals, then pick tools
• Which tools let you tell the story the best?
• Where is your audience?
• What do you want them to do with you?
• Are the tools you’re choosing serving your
goals?
• How much effort is it to maintain your
presence?
http://www.chrisbrogan.com/branding-basics-2011/
bigducknyc.com | nwf.org
24. Not sure what to post? WWGT!
What Would
Grandma Think?
Nana Jewel
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25. Involve your staff
• Brainstorm situations and responses
• Identify a go-to person for questions
• Conduct surveys/interviews to get feedback,
assess interest, etc.
• Share draft policy in a staff meeting and invite
feedback/questions
• Provide trainings on privacy settings, tools
• Include in staff orientation
bigducknyc.com | nwf.org
28. What if I get…
• Stalked
• Fired
• Risk Funding
• Caught making a mistake
• Ignored
• Involved in a touchy public conversation
• Stuck in my current job
bigducknyc.com | nwf.org
33. Ignored? Change up your tactics!
• Talk to people by replying (not just at them)
• Use wefollow and other sites to find people
who are similar to you!
• Tweet other people’s content
• Make comments about other people’s tweets
bigducknyc.com | nwf.org
34. Involved in a touchy conversation?
Take the high road!
bigducknyc.com | nwf.org
35. What if you leave the org?
• Notify your friends/followers
• Never say anything bad about your
experience
• You can change your username
bigducknyc.com | nwf.org
36. The Power of Personal Accounts
• Answer specific questions for @NWF as @starfocus
• Tackle any customer service from @starfocus
• Be more personal (I use a lots of emoticons)
bigducknyc.com | nwf.org
38. Takeaways
• Know your privacy settings
• Limited view means limited impact
• Do what’s comfortable for you
• Learn from mistakes
• Organize!
bigducknyc.com | nwf.org
40. Want to learn more?
• Brandraising, Sarah Durham
http://amzn.com/0470527536
• Me 2.0, Dan Schawbel
http://amzn.com/1607147122
• Branding Yourself, Erik Deckers & Kyle Lacy
http://amzn.com/0789747278
bigducknyc.com | nwf.org
41. Want to learn more?
• 10 Tips for Managing Your Personal Brand
• Social Media for Nonprofit CEOs—How One
Executive Director Manages it
http://bigducknyc.com/blog
• Boost Your Career with Social Media, HBR
http://bit.ly/MxiQHh
• Personal Boundaries in Online Community
Management, SxSW panel
http://bit.ly/Mecago
bigducknyc.com | nwf.org