Facebook: Putting Your Nonprofit Face in Front
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This Facebook strategy workshop was shared at a Nonprofit Resource Center workshop at the Womens Resource Center of Manatee County. Presented by Susie Bowie and Suzanne Dameron. Thanks to everyone who joined us!
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Facebook: Putting Your Nonprofit Face in Front
- 1. Putting Your Nonprofit Face in Front Leveraging Facebook for the Greater Good
- 2. What would Greta say about this age of social media? www.CFSarasota.org
- 5. Who’s your Facebook audience?
- 6. Your Strategy: defining goals, objectives & content on Facebook and who does what.
- 8. We’re nonprofits. We like relationships. …Right?
- 9. What we’re NOT saying: Social media is the right communications tool for every… * relationship * audience * need But, it IS a tool we can’t ignore. It’s part of the plan.
- 11. It’s pretty easy.
- 12. Provides a way to meet new audiences.
- 13. Provides a new way to connect with existing fans.
- 14. Drives traffic to your website.
- 15. Enhances your brand presence.
- 17. You lose control of the message.
- 18. It can get messy.
- 20. Social media is SOCIAL. Short term: conversations Long term: relationships
- 21. Social media is not a billboard for your nonprofit’s announcements. We’re officially begging you to donate & come to our events we invite you to on Facebook. Now be quiet.
- 22. 2. Social media—like other forms of communication—insists that you ask: “Where does my audience live & what do they like?”
- 23. 3. Like dating, social media involves TIME, TRUST and VALUE.
- 24. 4. It’s not if you’re going to play but when you’re going to play.
- 25. 60% of all donors—online and offline—did research online before giving.(Source: Kintera) It’s about much more than your website.
- 26. Getting Set Up:Terms & Tips
- 27. Most Importantly… You want a Page (for an agency), NOT a Profile (for individuals).
- 31. Your Audience:The Beginning of All Good Communications Planning
- 32. Who is included in your nonprofit’s audience?
- 34. Clients
- 35. Staff/ Board
- 36. Volunteers
- 37. Members
- 38. Media
- 39. Funders
- 41. Government
- 42. Disadvantaged? Middle Income? Wealthy?
- 43. Boomers? Gen X? Teens?
- 44. Men? Women?
- 45. Educated?
- 48. People spend an average of nearly 1 hr/day.
- 49. Pages have created more than 5.3 billion “likes.”
- 51. Integration: with other digital media.
- 52. A variety of update types (status, video, links, photos, interaction, etc.)
- 58. Laying Out Your Facebook Plan: Goals, Strategies & Content
- 59. Don’t get too wrapped up in the details to start. What is it you want your audience to do when they “like” you on Facebook?
- 61. Engage our members in our full our scope of services.
- 66. Post photosof networking at our career events & tag people to generate viral excitement
- 68. Make it boring or irrelevant to your mission. Talk like a text book & with jargon vs. like a friendly conversation. Make itoverly sad, negative or hopeless. Post something that doesn’t add value. Be afraid to show personality. Don’t respond to comments.
- 71. What’s being said about issues related to your mission.
- 73. Let’s talk strategy, Gretta.
- 74. Would Greta LIKE this? SHARE this?
- 84. How often do you post?
- 86. Board Members
- 87. Clients
- 88. Volunteers
- 89. Funders
- 92. Comments on related Facebook pages and blogs on behalf of your nonprofit
- 95. Plan content & strategy
- 96. Oversee responses & “listening”
- 99. Nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009. Two thirds committed ¼ to ½ of a full-time resource. Source: 2010 Nonprofit Social Network Survey 59
- 101. For your fans.
- 102. For your employees.You need written social media guidelines in your employee handbook. 60
- 104. Be respectful of timing. (Does your board know it?)
- 105. Reflect your nonprofit’s values.
- 106. Respect privacy. (Of clients, donors, members, volunteers, staff, confidential “insider” info)(See Kodak, IBM, Intel SM policies)
- 107. Promoting Your Facebook Page
- 109. Include “become a fan” on all printed material— business cards, newsletters, rack cards, etc.
- 110. Make other (trusted) employees administrators
- 111. Encourage others to visit you with special contests & discounts.
- 113. Track referrals to your websiteGoogle analytics is free.
- 114. Observe activity Comments, Likes, Posting on Your Wall
- 115. Survey your clients, members, customers“How did you hear about us?” and Special discounts 64
- 116. 65
- 119. We thank you. Greta thanks you.
Notas del editor
- 1. Define Your Audience.Talk about Nonprofit Organizations and Heather Mansfield. Talk about look and feel of page. What is her audience? She tells us who her audience is ……with her goals. (Go to next slide)
- 2. Under Info tab, she gives us the 3 goals of Nonprofit organizations.Discuss the 2 audiences.She tells us she is going to do 3 things for 2 groups. Who are they?Gender not important.Generation is not important except as it relates to who might be using FB to communicateWhat are the interests of these 2 groups? (next slide)Question 2: What are possible interests of your audience related to your mission? We’ll go back to Nonprofit Orgs to take a look.
- 3. Look at first post. Discuss. (next slide)
- Note how goals of site – promote nonprofits, promote effective FB and build a community of individuals who support non-profits.Now we know something about the interests of the audience.As we return, we’ll begin to become familiar with the lively community of individuals and organizations.Next: Discuss What Are Her Social Media Goals?Promote nonprofit orgs, teach how to use FB effectively, build a community of individuals supporting non profits.Her mission are her social media goals.Let’s look at the rest of her site and how it reflects her goals.
- New tab: of the month. discuss
- New tab – webinars - teaching
- New tab – her blog tech 2.0.If you go there you’ll find out she is already on web 3.0.
- 8. She also has other customized tabs….discuss.What are her strategies?Promote other non profits.Educate about effective use of FBBuild a community of individuals who support non profitsDiscuss Content Plan.Post content about other nonprofits – media, events, fundraising, imagesPost educational opportunities by Nonprofit orgs – webinars, workshopsPost announcements about blog posts that educate use of social media and FBProvide a forum for individuals to post content, listen and converse.How often does she post?
- I ‘m just going to be honest about this. The time management gripes about social media drive me nuts. In the end, you’ll just have to decide if social media is worth some of your time or not. And if it is, there are a few things you can be mindful of that will really help…In the 2010 Nonprofit Social Network Survey, nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009. Two thirds committed ¼ to ½ of a full-time resource.
- I ‘m just going to be honest about this. The time management gripes about social media drive me nuts. In the end, you’ll just have to decide if social media is worth some of your time or not. And if it is, there are a few things you can be mindful of that will really help…In the 2010 Nonprofit Social Network Survey, nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009. Two thirds committed ¼ to ½ of a full-time resource.
- I ‘m just going to be honest about this. The time management gripes about social media drive me nuts. In the end, you’ll just have to decide if social media is worth some of your time or not. And if it is, there are a few things you can be mindful of that will really help…In the 2010 Nonprofit Social Network Survey, nearly 85% of nonprofit survey respondents committed at least ¼ of a full time staff member to maintaining their social networking presence in 2009. Two thirds committed ¼ to ½ of a full-time resource.
- These are your “ground rules.” Written social media guidelines that are incorporated into your nonprofit’s employee handbook will help protect you, give your staff and volunteers an idea of what’s okay to mention in this sort of forum. If you did get an inappropriate post, they’ll also provide a framework for reporting that person so they aren’t able to post or comment any longer.