Engaging Stakeholders via Social Media

1. Social Media for NonProfits:
Engaging stakeholders via social media

2. “Non-profit organizations
that have embraced
social media with a
“listen, fail
informatively, and evolve
approach” are seeing
results.”
–Beth Kanter, author of Beth’s Blog and
named one of Business Week’s “Voices of
Innovation for Social Media”

3. How does social media
enhance your non-profit?
 Deepening relationships and engagement: By embracing
openness and inspiring stakeholders, stakeholders begin to
take action on their own
 Individuals & small groups are self-organizing around non-
profit causes Social media is enabling individuals to
create, join, and grow groups around issues they care about
outside the direct control of a non-profit
 Facilitating collaboration and crowdsourcingSocial media
allows nonprofits to collaborate with supporters by
crowdsourcing ideas, feedback, and content for programs
 Social change behind firewall social media can help change
the culture, flatten hierarchical structures, speed decision-
making, improve programs and services.

4. When developing
your social media
program, use
P.O.S.T. method…
P= People Who are you to
engage?
O= Objectives What are you
trying to achieve?
S= Strategies What will it look like
when you are done?
T= Technologies What are the
tools you plan to use?

5. Social Media
Platforms
Twitter
Facebook
Blogs
Foursquare
Youtube

6. Twitter

7. 1
Create a custom Twitter
background that reflects your
organization’s mission and brand

8. List the Twitter handles of the staff
contributing to your org’s feed 2

9. Monitor your city’s Twitter hashtag
for relevant information 3

10. Build real relationships by
replying, retweeting, and join
discussions 4

11. Promote an event, campaign, or
movement with twitter hashtags
(#beatcancer #memorywalk) 5

12. Piggyback on trending topics if they
are related to your cause 6

13. Organize a tweetup 7

14. Start a petition with act.ly 8

15. Help web visitors tweet about
your content with one click 9

16. Create a “twibbon” for people to
add to their Twitter avatars to show
their support
10

17. CASE STUDY: charity: water
@charitywater
 charity: water is a non-
profit organization
bringing clean and safe
drinking water to
people in developing
nations.
 They use their Twitter
page by posting every
day a “Photo of the
day”
 Photo links to their blog

18. Facebook

19. Facebook Tips for Powerful
Content by Beth Kanter
 Timely, Relevant, and
Quality Content
 Pictures Can Inspire Many
Shares or Comments
 Variety Adds Spice
 Be Consistent
 Short & Sweet

20. Facebook Tips, Continued…
 Experiment with Timing
 Include a call to action:
 share, like, comment
 Celebrate milestones,
share good news
 Always be commenting
 Repeat proven stuff

21. CASE STUDY:
Human Rights Campaign
Images with quote more powerful than simply the quote as status update
Call to action: “Do you agree? Click share.”

22. CASE STUDY:
NPR’s Valentine’s Cards
Shows NPR’s sense of humor and what they are
passionate about

23. Blogs

24. Create an editorial
calendar for your blog 1

25. Add your blog’s feed to
your fan page 2

26. Accepting and encouraging
comments allows your blog readers
to do some brainstorming for you 3

27. Write blogs with content
that is useful for everyone 4
National Wildlife Federation (NWF) Blog

28. Foursquare

29. What is Foursquare?
It is a location-based social
networking site, game and city
guide. Users are awarded
points, “mayorships” and badges
for visiting places and checking in
via their mobile
…How is foursquare relevant to your nonprofit?...

30. Increase brand presence
The geolocation element is a great way to
put your nonprofit on the map
1

31. Manage people within an event
Ask your volunteers to check in on Foursquare
when your nonprofit holds an event. 2

32. Cause Marketing & Event Promotion
3
 Recruit a corporate partner to make a donation to your
cause every time a user checks in to their store or restaurant.
 Sponsors can promote a nonprofit’s event to shoppers when
they check-in.

33. 3 things to get started…
 Register your nonprofit
 Add “tips” The tips and
shout-out features let you
include interesting details
about your cause
 Promote your presence on
Foursquare across other
social media channels

35. Youtube

36. Youtube’s Nonprofit Program
Free Benefits
 Premium branding
capabilities and increased
uploading capacity
 The option to drive
fundraising through Google
Checkout “Donate” button
 Listing on the “Nonprofit
videos page”
 Ability to place a Call to
Action overlay on your
videos to raise money or
find volunteers

38. CASE STUDY:
Invisible Children & KONY 2012
Video goes viral & shared across various
social media platforms

39. CASE STUDY:
Make-A-Wish Foundation’s “My Wish” Series
ESPN pairs with Make-A-Wish in series that
chronicles the granting of unique sports-related
wishes granted to children with life-threatening
medical conditions.

40. End