@sayscaitlin

@sayscaitlin
My background:
• Photography
• Public relations
• Grassroots social media promotion
• Partner of a non-profit based in India
• Social Producer for SEJ!

Poll 1
What best describes
your field?
1. Non-profit
2. Small business
3. Other

@sayscaitlin
Social Media for
Non-profits & Small Businesses
• Principles and best practices
• Many strategies include tactics of public relations
& community engagement
• This helps you save money!
• Tools
• Collaboration/Scheduling
• Research/Curation
• Design
• Measurements

@sayscaitlin

Principles
& Best
Practices

@sayscaitlin
The Groundswell POST Method
P People
Assess your customers’ social activities
O Objectives
Decide what you want to accomplish
S Strategy
Plan for how relationships with customers will change
T Technology
Decide what social technologies to use

@sayscaitlin
People
1. Who are your readers?
2. What motivates them?
3. Where do they spend time online?
4. What are you trying to get across?
5. What’s unique?
6. What’s in it for your readers?

@sayscaitlin

@sayscaitlin
Objectives
1. What is success to your organization?
2. How can you measure that success?
• Traffic
• Increased donations
• Email leads
• Volunteer sign-ups

@sayscaitlin
Strategies
• Don’t make a Twitter
to make a Twitter
• Consistently brand
across platforms
• Connect your pages

@sayscaitlin
Technology

@sayscaitlin

@sayscaitlin

Poll 2
What’s your
organization’s
biggest social media
challenge?
1. Engaging new
customers/supporters &
generating leads
2. Understanding how to create a
social strategy/plan
3. Finding the time to allocate to
social media

@sayscaitlin
What should I post about?
• Create a simple content calendar
• Schedule all your publications across all
channels
• Email, blog, FB, Twitter, newsletter, events, press
releases, etc.
• Abide by the 80/20 rule
• Readers will remember where they got the
information, not who originally published it
• Make it easy
• We’re all short on time, so make your posts easy
to share!
Post suggestions:
• Celebrate a goal
• Event updates
• Newsletter highlights
• Industry news
• Neighborhood news
• Blogs
• Highlight volunteers
• Share stories

@sayscaitlin

@sayscaitlin
• Embrace
Storytelling
• Get your ledes right

@sayscaitlin

@sayscaitlin

@sayscaitlin
You can’t do it alone
• Who in your organization can help? Who is excited about
social media? Get them to:
• Brainstorm ideas
• Take photos!
• Like, comment, and share

Poll 3
What percentage of
Americans using social
media say it influences
their buying decisions?
1. 24%
2. 46%
3. 64%
4. 90%

@sayscaitlin
John Hayden’s take
on the ladder of
engagement from
“Measuring the
Networked
Nonprofit”

Tools

@sayscaitlin
Slack
Free for small
teams
Collaborate & Schedule

@sayscaitlin
Buffer
Free for a single
user, team plans
start at $99/mo
Collaborate & Schedule

@sayscaitlin
Buffer
Collaborate & Schedule

@sayscaitlin
BuzzSumo
Free. Pro Plans
starting at $99/mo
Curate & Research

@sayscaitlin
Twitter Lists
Free
Curate & Research

@sayscaitlin
TweetDeck
Free
Curate & Research

@sayscaitlin
Canva
Free. Paid
features
available.
Design

@sayscaitlin
PicMonkey
Free. Royale
features
available.
Design

@sayscaitlin
Free Images Site
• StockSnap.io
• MorgueFile
• Pixabay
Design

@sayscaitlin
Insights
Free
Measure

@sayscaitlin
Twitter
Analytics
Free
Measure

@sayscaitlin
Insights
Twitter
Analytics
Measure

@sayscaitlin
Crowdbooster
Plans starting at
$9/mo
Measure

@sayscaitlin
Helpful Tools
Collaborate/Schedule
1. Slack
2. Buffer
Curate/Research
1. Buzzsumo
2. Twitter Lists
3. TweetDeck
Design
1. Canva
2. PicMonkey
3. Free image sites
Measure
1. Facebook Page Insights
2. Twitter Analytics
3. Crowdbooster

@sayscaitlin

@sayscaitlin
Learn More
• bit.ly/MarketingNerds33
• bit.ly/MarketingNerds59

@sayscaitlin