This document provides guidance on creating a social media strategy map for an organization. It discusses establishing objectives, understanding the target audience, integrating social media with other communications efforts, addressing any needed culture changes, assessing staff capacity, selecting appropriate tools and tactics, measuring results, and taking an experimental approach with iterative improvements. The document emphasizes starting small, learning from successes and challenges, and continually refining the strategy over time based on feedback and examples from other organizations.
3. We Are Media Project:
The Social Media Starter Kit for
Nonprofits
Visit the WeAreMedia wiki for additional
resources and to connect with other
nonprofit social media practitioners via
http://www.wearemedia.org
Funded by the Surdna Foundation
14. How do we integrate
our social strategy
with our
communications plan?
15. The difference is delivering a
Begin with
message versus being part of a
objectives and
conversation.
audience
You need an
effective Internet
presence across
channels.
Gordon Meyer Scarlett Swerdlow
Listening is part of
your environmental
scan!
John Kenyon
Danielle Brigida
16. Some differences in tactics
COMMUNICATIONS SOCIAL MEDIA
Brand in control Audience in control
One way / Delivering a message Two way / Being a part of a conversation
Repeating the message Adapting the message/ beta
Focused on the brand Focused on the audience / Adding value
Educating Influencing, involving
Organization creates content User created content / Co-creation
Source: Slide 10 from quot;What's Next In Media?quot; by
Neil Perkin
19. SETH GODIN – ‘FLIPPING THE FUNNEL’
Users are inspired and enabled to
talk about your organization
They spread the message around
the network
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf
22. Different Ways To Spread
Take it from us
Email Marketing
Get it from our friends
Social Media
Source: David Wilcox, The Social Reporter
23. Let’s go step-by-step
•Objectives
•Target Audience
•Integration
•Culture Change
•Capacity
•Tools and Tactics
•Measurement
•Experiment
24. Objective
•What do you want to accomplish with social media?
•Describe how your social media objective supports or links to a
goal your organization’s communications plan?
26. To draw political attention to ongoing genocide in Darfur by
delivering 1 million postcards to be sent to Obama within his
first 100 days in office
27. Audience
•Who must you reach with your social media
efforts to meet your objective? Why this target
group?
•Is this a target group identified in your
organization’s communications plan?
•What do they know or believe about your
organization or issue? What will resonate with
them?
•What key points do you want to make with
your audience?
43. Measurement
Broader use of hard web metrics – users, time spent, comments,
bookmark, outbound links, engagement
…combined with digital ethnographic insights
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html
47. Pick a social media project that won’t
take much time
Write down successes
Write down challenges
Ask or listen to the people you connect
with about what worked and what
didn't
Watch other nonprofits and copy and
remix for your next project.
Rinse, repeat.
50. Lunch and
Team Planning Time
Using the strategy map worksheet,
discuss the following elements
Objective
Audience
Integration
Culture Change
Capacity
51.
52. If you remix this presentation,
please add your remixed version
to the WeAreMedia wiki
http//www.wearemedia.org
Thank you