Does your organization have an online presence, but need to learn more about effective use of social media? Is your board struggling with roadblocks around oversight and implementation of community outreach using social media? Join BoardSource for this webinar where we will explore social media myths and learn the foundational concepts in using any social media channel. Participants will hear how to best implement social media activity through board engagement, committee involvement, hiring the best digital communications consultant, and measuring your successes.

1. Exposing the Mystery of
Social Media Success
Emily Davis, MNM, CGT
Emily Davis Consulting

2. FOLLOW THE CONVERSATION
@BoardSource
@AskEmilyD
#SoMeStrategy
#Governance
#nonprofit
#socialmedia
#nptech
TURN ON YOUR TECH

3. • Identify and respond to
social media myths
• Learn what the board’s role
is in implementation
• Understand the foundation
of social media strategy
TODAY’S OBJECTIVES

5. • Position as an expert
• Connect & collaborate
• New resources & ideas
• Outreach & awareness
• Develop brand
• Low cost
WHY SOCIAL MEDIA AT ALL?

6. MYTH #1
“Board
governance and
social media
aren’t
connected.”

7. BOARD ENGAGEMENT
• Understand the value…
– Understand purpose
– Provide education
– Address fears
– Include in orientation
– Use in meetings
– Use as an organizational
ambassadors
• Provide oversight…
– Fit within strategic
priorities
– Ensure resources
– Engage committee (i.e.
marketing, fundraising)
– Social media strategy &
plan creation
– Policy development
– Assessment

8. MYTH #2
“Social media is
for young people.
We are trying to
attract board
members &
donors that are
older.”

9. THE COMMUNICATIONS EVOLUTION
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-
newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???

10. SOCIAL MEDIA LADDER OF ENGAGEMENT
Happy
bystanders
(Listen)
Spreaders
(Share)
Clients
(Money)
Evangelists
(Ask)
Instigators
(Create)
*© 2010 Beth Kanter

11. MYTH #3
“Social media
takes way too
much time to
use.”

12. WHAT STINKS ABOUT SOCIAL MEDIA
• Time investment
• New communication tool
• Always changing
• Boundaries are grey
between personal &
professional
• Transparency, exposure
• Loss of control

13. WHAT ROCKS ABOUT SOCIAL MEDIA
• Additional tool
• Stewardship
• Brand development
• Build relationships
• Tell your story
• Transparency
• Get feedback
• Cost effective
• Quick & easy!

14. MYTH #4
“Using social
media exposes
us to negative
feedback that
we can’t
control.”

15. SOCIAL MEDIA POLICIES

16. WHY
• Insurance
• Not for the majority
• Set boundaries
• Protection for users
• Protect organization
• Professional standards
• Because you just never
know…

17. EXTERNAL POLICY
• Users outside the org
• What is appropriate
• What is inappropriate
• Post publicly and regularly
on website & social media
channels
• Research examples

18. INTERNAL POLICY
• Staff, board & volunteers
• More insurance
• What is in/appropriate
• Set boundaries
• Share at orientation
• Representing the org
• Provide support & ideas
• Research examples

19. POLICY SAMPLES
• The Nonprofit Policy Sampler
(BoardSource)
– Electronic media policy for Web 1.0
tools
• The Nonprofit Social Media
Policy Workbook (IdealWare)
• Social Media Governance
Policy Database
• Social Media Strategy
Workbook: The 12-Step Guide
to Creating Your Social Media
Strategy

20. MYTH #5
“Our executive
director can bring
on a young intern
to run our social
media.”

22. STAFFING SOCIAL MEDIA
• Executive Director
• Support staff
• Committee members
• Marketing, social media
plan
• Trainings
• Consultant

23. SOCIAL MEDIA CONSULTING
• Beware “the expert”
• Planning process
• Implementation?
• Ask questions
• Integrate into existing
plans, strategy
• Meet you where you’re at
• Have realistic expectations

24. THE PLANNING PROCESS
Discovery
Environmental scan
Strategy sessions
Target audiences
Channel identification
Topic areas
Documentation
Best practices
Start small & slow
Calendar dashboard
Measurement
strategies
Implementation
Staff
Brand identity
Content per channel
Collaboration
Personal/professional
boundaries
Adjust as needed

25. QUESTION TIME!

26. 10 TIPS FOR USING SOCIAL MEDIA
1. Social media is A
tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Prospecting,
cultivation,
stewardship
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan

27. DIFFERENT CHANNELS, DIFFERENT RULES
Facebook
LinkedIn
YouTube
Vimeo
Blog
Twitter
Tumblr
Pinterest
Del.i.cious

28. SOCIAL MEDIA LIFECYCLE

29. HAVE A GIGGLE!

30. RESOURCES IN PRINT
• The Networked Nonprofit
• Measuring the Networked
Nonprofit
• The Complete Facebook Guide
for Small Nonprofits
• Twitter Jump Start: The
Complete Guide for Small
Nonprofits
• Fundraising and the Next
Generation
• The Art of Listening: Social
Media Toolkit for Nonprofits
• Social Media for Social Good:
A How-Guide for Nonprofits
• Mobile for Social Good: A
How-To Fundraising Guide for
Nonprofits
• Mobilizing Youth 2.0
• 7 Tips to Avoid HIPAA
Violations in Social Media

31. ONLINE RESOURCES
• Beth Kanter’s Blog
• John Haydon
• Nonprofit Tech for Good
• IdealWare
• SocialBrite
• Alltop Nonprofit
• Social Media for Nonprofits
• Nonprofit Technology Network
(NTEN)
• 4Good – Samples
• TechSoup
• Nonprofit Quarterly
• National Council for Nonprofits
• Network for Good

32. UNDERSTANDING SOCIAL NETWORKS
“Organiza(ons
don’t
have
to
create…
social
networks;
they
exist
all
around
us
in
a
variety
of
forms.
Networked
Nonprofits
strengthen
and
expand
these
networks
by
building
rela(onships
within
them
to
engage
and
ac(vate
them
for
their
organiza(ons’
efforts.”
(Fine
and
Kanter,
2010)

34. Emily Davis, MNM
Emily Davis Consulting
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog
Facebook.com/emilydavisconsulting
twitter.com/AskEmilyD
linkedin.com/in/emilylariedavis