Social Media for Non-Profit Organizations
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This document provides guidance for nonprofits on using social media. It discusses analyzing whether your target audience uses social media and which platforms they use. It then offers tips on developing a social media strategy including starting small, focusing on quality over quantity, and integrating social media into your overall marketing. Measurement of success and addressing concerns about resources and reputation are also covered. Specific guidance is provided on using platforms like Twitter, YouTube, Facebook, blogs, and others to engage supporters and achieve organizational goals.
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Social Media for Non-Profit Organizations
- 1. Social Media For Nonprofits: Don’t Get Left Behind September 2012
- 2. Is Your Target Audience Using SM? Source: PewInternet.org
- 3. How Is Your Target Using SM? Source: PewInternet.org
- 4. Recruit the people within your organization who are passionate about social media Use it in your own life and become comfortable with the technology Be selective: start small and build Use the 5 Cs: compelling, concise, consisten t, credible to make it contagious
- 5. Pay attention to what is being said about your organization Free Google alerts Take it private Don’t delegate to intern “Like” or follow similar organizations to allow you to share information Have a crisis communications plan Be prepared to act quickly using same media Be nimble
- 6. Listening may give you insights which will lead the strategy Learn what’s important to your audience Can you fill a need? How can you add value? Check out what other organizations are doing Pay attention Social media has been compared to a cocktail party
- 7. Many social media tools are free, but they require resources to create content and keep them updated You can damage your reputation by starting and then abandoning social media projects Squat on your name http://namechk.com Be positive in all things social, especially your responses to negative posts about your organization Image courtesy of Striatic on Flickr
- 8. Integrate into what you are currently doing Bring a video to an interview and post a teaser on YouTube Make a conscious decision: the time spent on social media may mean giving something else up Set aside 30 minutes per day to focus on your social media posts Image courtesy of D. Sharon Pruitt on Flickr
- 9. Measurement is essential Determine up front how you will measure success # of fans/followerers, retweets # of comments per post Did you meet your objective? More volunteers Heightened awareness Donations Increased event participation Generated PR Education on issues Image courtesy of Jonny Goldstein on Flickr
- 10. Most effective online organizing programs whether fundraising or advocacy is to make each of your appeals part of a campaign People give to funds that generate an emotional response, tell your story Articulate in simple terms what you are trying to do Make it urgent, have a deadline Make it EASY
- 11. Twitter
- 12. A free social networking & micro- blogging service that allows users to send updates or tweets (text- based posts up to 140 characters long) to anyone who opts to receive them Asks: What’s happening? Image courtesy of Robert Scoble on Flickr
- 13. Organization 100% branded content, don’t follow people or interact Can be managed by a team, low risk of going off message Using interactive tool to push out information, not establishing relationships Source: Beth’s Blog: How Nonprofits Can Use Social Media
- 14. Organization With Personality Employee(s) who tweet are identified & interact with followers Makes it personal, builds relationships May be difficult to scale, succession can be an issue if person becomes so associated with brand leaves, also risk of going off message Source: Beth’s Blog: How Nonprofits Can Use Social Media
- 15. Similar organizations People and organizations who support the same causes Thought leaders and cause enthusiasts For social media & nonprofits: @kanter, @ntenhross, @beautifulthangs, @SocialBttrfly, @peterdeitz Search on your topics of interest Look at who others follow Take your time
- 16. Quality over quantity When you follow someone send them a tweet explaining why you are following them Search within your area of interest and then answer questions or respond “Seek out people you can help and do it!” Wil Reynolds Add yourself to “yellow pages” http://twellow.com http://wefollow.com
- 17. • Engage with your followers, thank them for support, give them ways to get involved Utilize hashtages (#word) Weekly Chats Take part in existing ones or host a Tweetchat Put your details EVERYWHERE: email Image courtesy of Christopher Carfi on Flickr signature, website, business cards, posters, EVERYTHING
- 19. YouTube
- 20. A keyword-tagged video is 50 times more likely to appear on the 1st page of a Google search result compared with a traditional web page according to Forrester Research YouTube program for nonprofits YouTube Video Volunteers Can find someone who is willing to use their equipment and skills to help a nonprofit make a video
- 21. Free to set up a YouTube channel Centralized place for all videos, can be branded & users can subscribe Can turn off comments or use it as another way to connect
- 22. People have short attention React to current events spans, so capture attention in first 30 second Use endorsements Keep the whole video short Tag & title your videos with relevant keywords Have a call to action at the end Shoot for a computer screen Ask for user-generated content Tell serial stories which engage viewers & keep them coming back
- 23. Subscribe to the YouTube channels of other nonprofits, they may do the same Ask people to subscribe Share links for your videos with supporters so they can help get the word out Make the embed code available so people can post the video on their sites Image courtesy of Todd Huffman on Flickr
- 24. Facebook
- 25. Nonprofits can create customized pages Claim vanity URL i.e.: http://www.facebook.com/yournonprofit Engage with fans Comment on their wall posts & help people connect with others “Like” (or follow) other organizations’ pages in order to share Show people how to connect beyond Facebook Email sign up or drive to website
- 26. Non-Profits on Facebook
- 27. Page and Facebook Insights: measurement tools for page owners Use the data to understand what your fans like, don’t like, what type of content they interact with the most and what they share with their friends Facebook gives you locale breakdown and demographic information Image courtesy of Sasha Wolff on Flickr
- 28. Promote via other marketing channels Add your Facebook url to your email signature Encourage fans to suggest to their friends become fans Run promotion or contest Give fans what they want Be active and add content 70% of all actions on social networks are related to viewing pictures or viewing other people's profiles Source: Understanding Users of Social Networks
- 29. Blogs
- 30. Excellent for search Enables thought leadership Syndicate content Recommend WordPress If too time intensive, consider: Guest blogging Combining forces Comment on other blogs
- 31. Google+
- 32. 100M adopters versus Facebook 1 Billion Needs content, engagement with fans Being used for search results
- 33. SlideShare.net
- 34. • Access this presentation on http://www.slideshare.net/VolunteerSudbury
- 35. Summary
- 36. Integrate the social tactics into the entire marketing strategy Promote social media tactics via all marketing such as: direct mail, email signature, newsletters, announce at events Leverage your content across various places Put video on YouTube Embed it into a blog post Promote blog post via Twitter, Facebook and LinkedIn Link to the blog post in an enewsletter
- 37. Social media is all about being human, so have personality Never say anything you wouldn’t say in front of your mother It’s all about building relationships Treat others with respect Be generous Add value Image courtesy of Jason on Flickr
- 38. Volunteer Sudbury Volunteer Canada Groundswell Examples of award winning non-profits Beth Kantar Beth’s Blog: How nonprofits can use social media Pew Internet & American Life Project Netsquared HubSpot blog Charity Village
- 39. Thanks!
Notas del editor
- Pew Internet & American Life Project is a nonpartisan, nonprofit "fact tank" that provides information on the issues and trends shaping America. They are a wonderful resource for data and statistics and recommend checking out their website. If you look at this table, it makes sense that age is the biggest predictor of social media use. I highlighted in red some of the social media activities.
- Half of Canadians are on Social Networks – and 60% of all Canadians online are there as well. To put that in perspective, that’s over 17 million people across our great nation. While the number of Canadians on Social Networks has only grown by 4% since 2009, the frequency of Social Media use amongst Canadians is on the rise – big time. In 2010, 35% of online Canadians visited a Social Media site at least once a week – that number has now grown to 50%. Furthermore, in 2011 35% of online Canadians visited a Social Networking site everyday; a number that was only 19% a year ago. While 15% of Canadians stated that they use Social Media less than they did a year ago, 35% say that the time spent has increased. – IPSOS survey
- the data shows us that those who have a social media strategy focused on stakeholder engagement, and manage it consistently before a crisis hits, like Planned Parenthood, are poised to navigate the crisis more successfully.Listening and engaging is more important than driving a defensive message. GaggleAMP analyzed posts made to Facebook and Twitter before and during the crisis. They found that Komen used social media as a monologue (just another platform for corporate announcements) while Planned Parenthood used social media to engage in a continuing dialogue with stakeholders, starting well before the crisis.Komen violated the most important rule of social media advocacy – the need to consistently engage stakeholders. It’s the difference between being credible and authentic versus being seen as out of touch and aloof. Another interesting element revealed by the data is that Komen’s poor handling of the initial messaging – not being consistent, changing course, changing tone – apparently helped organize their opposition. Disciplined message delivery through social media is critical to success in overcoming a crisis.
- New content and information are required to “feed the beast”
- New content and information are required to “feed the beast”
- It’s particularly popular with young adults, minorities, and those who live in cities.
- Legal Aide Society
- Most visited website in 2010 per Hitwise. Fastest growing group is women over 55 years old