Slides from opening keynote delivered at "Fighting for Families on Social Media: A Training for Activists" on August 17, 2011. This overview focused on helping advocacy organizations understand: * The basics of social media * The need for social media * Who is using social media * How to approach social media strategically and tactically (with a few case studies) * Resources to learn more

1. Intro to Social Media
for Organizations
Fighting for Families on Social Media:
A Training For Activists
August 17, 2011
Farra Trompeter
@farra
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2. Click to edit Master text

3. What is
social media?
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4. It’s about reaching and connecting people
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5. traditional media social media
Encyclopedia Wikipedia
Brittanica
New York Times Huffington Post
Print newsletter eNewsletter, Twitter,
Facebook
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6. Why should my
nonprofit care?
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7. http://www.youtube.com/user/Socialnomics09#p/a/u/2/fpMZbT1tx2o
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8. 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
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9. 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
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10. http://idealware.org/reports/nonprofit-social-media-decision-guide,Master text
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11. Average social media user = 38
http://bit.ly/socialnetworkingandourlives,Master text
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12. Who’s where?
• 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
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http://bit.ly/ImproveStrategyWithDemographics

13. Pew Internet and American Life; http://bit.ly/socialnetworkingandourlives, June 2011
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14. http://www.e-benchmarksstudy.com/, March 2011
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15. How do people participate?
Source: http://forrester.typepad.com/groundswell/2007/04/forresters_new_.html
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16. Source: Pew Internet and American Life; http://bit.ly/intengagement,Master text
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17. Great!
So now what do I do?
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18. Online engagement priorities
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19. Learn the lingo
http://bit.ly/socialmediajargon
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20. Then start by listening…
Source: Flickr, edit Master text
Click to Robert Carlsen

21. 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 to editBeth Kanter
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22. http://www.netvibes.com/amysampleward#Social_Change
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24. Select the tools based on goals +
audience, and what you can manage
Source: Flickr, BoomeraATV
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25. http://blog.jumpstartinc.org/index.php/archives/420
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26. Be nice, share, and say thank you.
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Flickr, OMP Production

27. http://www.domesticworkers.org/
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28. http://www.facebook.com/nationaldomesticworkersalliance
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29. http://www.facebook.com/nationaldomesticworkersalliance/posts/174904415914649
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30. http://www.domesticworkers.org/todays-help
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31. https://twitter.com/#!/domesticworkers
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32. http://www.youtube.com/domesticworkers
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33. http://www.youtube.com/watch?v=-RyEGeZmAn8
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34. http://www.domesticworkers.org/ny-bill-of-rights
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35. If you want people to care, make it
about them… not you!
http://twitter.com/#!/1199seiu
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36. Help the community connect.
Source: Parent Project MuscularMaster text
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37. http://www.ncladvocacy.org/aefl_campaign.html
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38. http://www.ncladvocacy.org/aefl_photos.html
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39. http://bit.ly/FlickrNatAdultEd
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40. Bring all your online communications
together.
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41. http://www.abetterbalance.org/web/takeaction
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43. http://reproductiverights.org/en/quiz
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45. Don’t forget about other online listings.
http://en.wikipedia.org/wiki/SEIU_32BJ
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46. 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
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47. Resources
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48. 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
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49. 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
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50. Resources
• bigducknyc.com/brandraising/scorecard
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51. Contact Big Duck
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck
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52. Contact Me
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra
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53. Thanks!
© Jeremy Crow
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