Digital Marketing for Non-Profits
Social Media Best Practices and Tips
by Meg Hogan, founder, Stunning Strategy
1

Hi, I’m Meg Hogan
• Social media strategist and founder of Stunning
Strategy
• 8+ years of marketing experience
• Clients include tech start-ups, e-commerce sites, an
artist and several non-profits
• Temple University alumna and University of
Pittsburgh MBA
• Proud Pitbull mom
2

Agenda
• Social Media Marketing
• Background information
• Strategy and Implementation – Tips and Tools
• Real Life Example
Break
• Magic numbers and actions
• Best practices for the most popular social media networks
• Ways to Grow Followers and Engagement
• Facebook
• Current state
• Tips for using Facebook for Business
Break
• Demonstration
• 2018 Content Calendar
• Batching Content

Social Media Marketing:
Background Information

The First
Rule of
Social Media
Marketing
It’s always
changing.
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The Second
Rule of
Social Media
Marketing
It’s
always
changing.
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What Social
Media Can Do
▪ Generate leads
▪ Build a community
▪ Increase brand awareness
▪ Engage existing audience
▪ Attract new audiences
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What Social
Media Can’t
Do
▪ Drive 100% of traffic to
your website
▪ Only operate on organic
posting
▪ Serve as a megaphone to
get your message out
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Social Media
Channel Options
• Facebook
• Twitter
• Instagram
• Pinterest
• YouTube
• Google+
• LinkedIn
• Snapchat
• Vimeo
• Houzz
• Yelp
• Medium
• Tumblr
• Flickr
• Reddit 9stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131

Exposure
Discovery
Consideration
Engagement
or donation
SEO: link building, keyword targeting
Content: Blog posts, videos, social media posts
Social media engagement and advertising
Press coverage
Influencers
Cross-promotion from partnerships with other companies or publishers
Print materials
Conferences or tradeshows Shared social media post or
page
Your website
Landing pages with non-gated
content and/or email optin
Emails
Retargeted social media and display ads
How to get target audience to be aware of your brand
Inbound Marketing: Where Social Media Fits
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Questions to
Ask When
Using Social
Media for
Business
 What social media channels does my
target audience use?
 What business objectives does my
social media marketing support?
 How does my social media marketing
work with the rest of my marketing
efforts?
 How do others in my industry use
social media – and what works/does
work for them for engagement?
 What’s my budget for social media
advertising and what’s my goal?
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Social Media Marketing:
Strategy and Implementation
– Tips and Tools

Step 1:
Create a
Strategy
Key points to include in your
social media strategy:
 Channels you’re using and why
 Business objectives the social
media supports
 Baseline engagement and
followers
 Industry/competitive research
 Goals
 Core paid campaigns
60% of the most effective B2C marketers have a documented
content strategy
- Content Marketing Institute
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Step 2:
Identify
Tools to
Generate/
Schedule
Content
Recommended Tools:
 Feedly
 Google Alerts
 Industry Newsletters
 Twitter
 Canva
 Hootsuite or Buffer
Hundreds of social media tools exist outside of the native platforms.
Keep a running list of your favorite and go-to tools. This makes it easy for you
to find them and when you’re onboarding a new hire, agency or intern.
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Sample
Use Name Website
Find Hashtags Rite Tag https://ritetag.com/
Find Hashtags Trends Map http://trendsmap.com/
Find Hashtags What the Trend http://whatthetrend.com/
Find Hashtags Hashtagify http://hashtagify.me/
Identify Influencers Klout https://klout.com/
Identify Influencers BuzzSumo http://buzzsumo.com/
Identify Influencers Moz https://moz.com/followerwonk/
Identify Influencers Twello https://www.twellow.com/splash/
Find 3rd-party news/content Feedly http://feedly.com/
Manage Twitter Followers Manage Flitter https://manageflitter.com/
Email newsletter service Charley https://charley.io/
Email newsletter service Mail Chimp http://mailchimp.com/
Social media automation Hootsuite https://hootsuite.com/
Social media automation -
Pinterest Tailwind https://www.tailwindapp.com/dashboard/publisher/queue/posts/drafts
Royalty Free Images Zoommy http://zoommyapp.com/?ref=producthunt
Royalty Free Images Pixabay https://pixabay.com/
Royalty Free Images Pexels https://www.pexels.com/
Basic graphic design Adobe Spark https://spark.adobe.com
Basic graphic design Canva https://www.canva.com/
Press Release Distribution PR.com
Press Release Distribution PRLog.org
Press Release Distribution pr-inside.com
Press Release Distribution onlineprnews.com
Press Release Distribution pressreleaseping.com
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Step 3:
Get
Organized
Find or create templates for:
 Quarterly or annual calendar
 Daily posts
 Outreach tracking – PR and/or
influencer
 Hashtag research
 Top performing posts
 Bottom performing posts
 Reporting
Excel and Google Sheets are excellent tools because of the ability
to count characters.
Word or Google Docs can work, too.
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Month Event
May
5/14 – Mother’s Day; 5/29– Memorial Day
June
6/18 – Father’s Day; 6/21 – First day of summer
July
7/4 – 4th of July
August
September
9/4 – Labor Day; 9/22 – First day of fall
October
10/9 – Columbus Day; 10/31 - Halloween
November
11/11 – Veterans Day; 11/23 – Thanksgiving
December
12/13 – First day of Hanukkah; 12/21 – First day of winter; 12/25 –
Christmas; 12/31 – New Year’s Eve
17
Sample
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Day
of
week Date Channel Charac. Content Photo?
Link to SS
Website/C
ontent?
Sat. 4/8
LinkedIn 170
Excellent write-up from about the disconnect between sales and marketing, how
tech can fix that, and what businesses stand to lose if they don't.
http://ow.ly/8rYe30apAFk
Twitter 111
Excellent write-up from @ValaAfshar about the disconnect between sales and
#marketing. http://ow.ly/8rYe30apAFk
Twitter 83
#Socialmedia is essential for all #businesses. Here's why.
http://ow.ly/Q3g830apAKJ
space-desk-
office-hero-
7065.jpg Y
Google+ 83
#Socialmedia is essential for all #businesses. Here's why.
http://ow.ly/Q3g830apAKJ
space-desk-
office-hero-
7065.jpg Y
Sun. 4/9
Twitter 98
#Marketing #news: What's the biggest problem with #data-driven marketing?
http://ow.ly/q4Pa30apANJ
Twitter 55Quantifying a happy #customer. http://ow.ly/dkZc30apAOF
Twitter 95
"On #SocialMedia And IRL, The #Customer Is First," via @WomenatForbes.
http://ow.ly/rxOt30apAPI
Twitter 118
Organic #Facebook reach is down for businesses. Way down. Here's how to adjust
your approach. http://ow.ly/NhS930apAQL
Google+ 95
"On #SocialMedia And IRL, The #Customer Is First," via @WomenatForbes.
http://ow.ly/rxOt30apAPI
18
Sample
stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131

Step 4:
Create a
Schedule
Items to Include in Your
Schedule:
 Content creation
 Outreach – PR and/or
influencer
 Engagement
 Reporting
 Industry research
Planning to generate and monitor your social media content saves you time.
It also allows your brand to be present and active on social media when your
followers are – and allows you to assume your other responsibilities at the same
time.
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Monday Tuesday Wednesday Thursday Friday
1. Content
upload/schedul
ing
2. Social media
content
creation
(weekly):
Facebook,
Twitter,
Pinterest,
Instagram
3. Engagement
1. Influencer
or
partnership
outreach OR
press pitch
2. Engagement
1. Engagement
2. Industry
research
1. Engagement 1. Reporting –
what’s working?
What’s not?
Native
platforms and
Google Analytics
2. Engagement
6-8 hours 1-2 hours 1-2 hours 1 hour 2-3 hours
20
Sample
stunningstrategy.com | hello@stunningstrategy.com | (412) 407-7131

Step 5:
Refine
Keep track of what content your
audience is responding to – and what
they’re not.
 Which social media post gained
the highest engagement – clicking,
sharing, liking or ♥ing? The lowest?
 Which channel referred the most
traffic to your website or blog? The
least?
 Did one 3rd party source
outperform the others in
engagement?
Adjust your content to reflect what your customers – and potential
customers – want.
Over time you’ll identify trends and topics for your social media and larger
content marketing strategy.
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Social Media Marketing for
Non-Profits: Real Life Example

23
Example: Social Media Marketing by a Non-Profit
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Twitter

24
Example: Social Media Marketing by a Non-Profit
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Twitter

25
Example: Social Media Marketing by a Non-Profit
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Facebook

26
Example: Social Media Marketing by a Non-Profit
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Facebook

27
Example: Social Media Marketing by a Non-Profit
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Facebook

28
Example: Social Media Marketing by a Non-Profit
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Pinterest

29
Example: Social Media Marketing by a Non-Profit
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Pinterest

30
Example: Social Media Marketing by a Non-Profit
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LinkedIn

Questions?
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Break
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Magic Numbers and Actions

Magic
Numbers
Social media
content should
be customized
for each
platform.
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▪ Facebook: 0-2*
▪ Instagram: 8-11
▪ Twitter: 0-2
▪ LinkedIn: 1-2*
▪ Pinterest: 1-2*
Content BalanceCharacter CountHashtags
Facebook:
▪ Limit: 63,206
▪ Ideal: 40
Instagram:
▪ Limit: 2,200
▪ Ideal: 125
Twitter:
▪ Limit: 140
▪ Ideal: 120-130
Golden ratio – 30/60/10
▪ 30% Owned - your own
content – informative
blogs, videos, infographics
▪ 60% Curated – from
valuable and relevant 3rd
party sources
▪ 10% Promotional – sales,
events, new product or
service
*Test hashtags on these platforms to see if it helps engagement and discovery.
LinkedIn:
▪ Limit: 600
▪ Ideal: <600
Pinterest:
▪ Limit: 500
▪ Ideal: 200
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How to Grow Followers and
Engagement

Growth
Increasing
legitimate
followers grows
your audience.
Increasing
engagement
grows your
brand and
community.
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EngagementFollowers
▪ Strategic following/unfollowing of
other accounts
▪ Valuable content resulting in
organic sharing
▪ Using organic hashtags
▪ Tagging other pages/accounts
▪ Sharing content from other
pages/accounts
▪ Participating in discussions
▪ Paid
▪ Respond to everything
▪ Using organic hashtags
▪ Sharing content from
other pages/accounts
▪ Refining sources, themes,
topics of your content
based on web and social
media data
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Questions?
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Facebook

Facebook
Facts:
• 79% of people online in
the US have a
Facebook account
• Facebook page reviews
show in Google search
results
• Organic reach of posts:
~2-4% (depending on
number of followers,
type of content)
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Facebook Don’tsFacebook Dos
▪ Post consistently
▪ Post a variety of content
▪ Document your social media
strategy
▪ Find a way to engage your
followers
▪ Stay committed to using social
media the way it’s designed
▪ Boost posts that perform well
organically
▪ A/B test your advertising
▪ Target your advertising
▪ Don’t only promote your
own business
▪ Don’t forget to check your
social media
▪ Don’t go silent
▪ Don’t post in all caps.
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Optimize your
organization’s
Facebook Page
Fill out or set-up these portions of your
Facebook page so it’s easy for your
customers or leads to navigate:
 Contact information
 Help/Auto-response
 Hours of operation
 Category
 Reviews
 About
 Profile image
 Header image
Your Facebook page should act as a secondary homepage for your
organization. Make sure it is consistent with your website.
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Recap
1. Ask yourself why you’re
using each channel and
how it helps you reach
your customer
2. Follow best practices and
monitor what type of
content your audience
responds to best
3. Plan for engagement and
growth
4. Optimize your Facebook
page
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Questions?
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Break
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Demonstration

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• @StunningStrat
Get in touch