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Social Media 101 for Nonprofits

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Social Media 101 for Nonprofits

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Intro to social media for nonprofits, focusing on benefits to using social media and 4 keys to success. Given at Google Cambridge as part of HandsOnTech Boston workshop series 3/6/13. Presented by David Crowley, Social Capital Inc. President & Founder

Intro to social media for nonprofits, focusing on benefits to using social media and 4 keys to success. Given at Google Cambridge as part of HandsOnTech Boston workshop series 3/6/13. Presented by David Crowley, Social Capital Inc. President & Founder


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Social Media 101 for Nonprofits

  1. 1. Social Media 101 for Nonprofits March 6, 2013 @ Google Cambridge HandsOn Tech Boston Training Presented by @DavidBCrowley, President, Social Capital Inc. @socialcap #scitrain
  2. 2. Free technology trainings – like this one! Pro bono technology assistance for local nonprofits @HandsOnTechBOS
  3. 3. Social Media 101 for Nonprofits March 6, 2013 @ Google Cambridge HandsOn Tech Boston Training Presented by David Crowley #scitrain
  4. 4. Opening: Quick sense of participants’ experience level
  5. 5. Agenda  How social media can help you achieve goals  4 keys to success  Benefits & tips for Google+, Facebook & Twitter  Hands-on practice— (available until noon!)
  6. 6. Follow & engage online!  Twitter hashtag: #scitrain  Tweet your questions, ideas & resources!  Follow @socialcap @davidbcrowley @handsontechbos  
  7. 7. What brings me here…  Connecting people to community info key to Social Capital Inc. (SCI) mission.  Using technology to engage people has been key to our work.  Early evidence that social media can strengthen relationships.  We’ve had some success…
  8. 8. SCI & David on Social Media  @socialcap 4663 followers; @cookingchat 1439 @davidbcrowley 508  900+ LinkedIn Connections  590 “likes” on Facebook (socialcapital) (gain of about 80% in past year)  1110 have circled davidbcrowley on Google+ since July launch, 1139 following SCI on G+.  Over 12,000 unique visitors to our websites every month  Klout score=63  Have recruited volunteers & applicants for positions, gotten a job for an alum, reached new donors, increased web traffic…
  9. 9. Why social media for your work?
  10. 10. 1) Learn
  11. 11. 2) Raise Brand Awareness
  12. 12. 3) Make new friends…  Find local folks that share interests with your organization.  Focus on common interests, not selling!  Easier to do with Twitter and Google+.
  13. 13. 4) Keep the old (strengthen relationships)
  14. 14. 5) Boost web traffic & email list  Our general web traffic increased by 60% during Web traffic while tweeting 10 mos of active tweeting. 1200 1000  Typically put more 800 detailed content on your 600 Series1 400 site, link to it via SM 200 0  Some do strictly use social 1 2 3 4 5 6 7 8 9 10 11 media
  15. 15. 6) Calls to Action  Event participation  Recruit volunteers  Raise funds  Connecting with foundations  Keep in touch with donors  Supplement your other individual fundraising  Leverage networks of your supporters  Targeted, time-limited asks most effective
  16. 16. 4 Keys to Social Media Success 1) Set goals 2) Engage & monitor 3) Be a resource 4) Be visual
  17. 17. 1) SET GOALS & plan  Who is your audience for outreach you are doing?  What results do you hope to achieve communicating with your audience?  What kinds of branding messages & info do you want to share?  Your social media channels & messaging should flow from your answers—how can social media help you reach this audience?
  18. 18. 2) Engage & Monitor  Jump in! Best way is to learn by doing!  FOLLOW OTHERS  Social media is a 2 way street  Focus on relationship building  Better to give than receive  Share your personality; though not every detail!  Engage people in conversation—ask questions, comment in such a way that it elicits response  Respond promptly when someone comments, or @ replies to you on Twitter, etc.
  19. 19. Engage Consistently  Regular participation in social media generates best results  Integrate it into what you do—read something good, share it; working on an interesting project, talk about it or ask question.  Engaging at different hours helps reach more people.
  20. 20. Monitoring  Simply put—pay attention to what is working… -What do you notice about posts that are getting shared vs. those that don’t? -What social media channels are working for you? (and for what purposes). -Consider also the time of day.
  21. 21. 3) Be a resource  Share articles  Job & volunteer opps. #workwednesday  Events  Create lists (esp on Twitter)
  22. 22. 4 ) Be visual!
  23. 23. Focusing on 3 Platforms
  24. 24. At this point, we heard a great overview of Google+. That presentation will be posted separately.
  25. 25. Facebook & Twitter how-to’s wer done with live demo. We had a few backup slides in case we couldn’t get online….those follow.
  26. 26. Facebook Benefits  900 million users & counting!  Very easy to use at a basic level  Based primarily on social ties  Getting your friends to share with their friends is powerful  Especially good way to connect & engage with young people.  What would you add?
  27. 27. Facebook basics  Create a “page” to promote an organization.  You must have an individual account to create an organizational page.  The “groups” feature can be a way to foster sharing among a group of program participants (can be private).  Don’t set up your organization as an individual profile! (against terms of service)  Setting up a page…following slides/demo
  28. 28. Leveraging Facebook  #1 Post photos and videos! Most shared content.  Create photo albums for your big events  Post to albums in a few batches over time  Tag those photos  You can’t tag friends if you don’t have any  Have several page admins that can leverage their own friend relationshps  Your page should like other pages
  29. 29. Getting Seen on Facebook  How people see your content  people who like your page  people interact w your page  “Edgerank” is algorithm that determines who sees your page in the new newsfeed. Prioritizes (in order) 1) Shares 2) Comments 3) Likes  Insights provides easy to follow stats on your page
  30. 30. More Facebook tips  1 or 2 Facebook page posts per day is considered good practice…vary the times.  Limit the number of business related posts to your personal wall  @ followed by user name or group is a quick way to get their attention or give them props  Facebook status can be updated from Tweetdeck, smartphones & other apps
  31. 31. Let’s take a closer look at some Twitter basics…
  32. 32. What is Twitter?   a social networking and microblogging service, enabling its users to send and read messages called tweets.  Tweets are text-based posts of up to 140 characters displayed on the user's profile page. Tweets are publicly visible by default.  Users may subscribe to other users' tweets – this is known as following and subscribers are known as followers or tweeps Source: Wikipedia 4/25/11
  33. 33. Getting started w Twitter  Associate the account with an email address.  Choose a short username or “handle” [you will have an existing account for your SCI Tweets]  A handle that is easy to remember makes it more likely people will “retweet” you.  Your handle uses up some of the 140 characters when retweeted  The profile helps people can quickly see where you are, what you are Tweeting about. (help them decide to follow or not). We will be providing templates soon. (see next slide)
  34. 34. Twitter Basics  Your Tweets:  Type into the “What’s New” box upper left  140 characters or less—125 is better to leave room for “retweeting”  Can be viewed by anyone on the Internet (unless you protect your Tweets-not recommended for biz)  Most likely to be seen by your followers  Also may be found by people searching for relevant terms “HACC”  5-10 Tweets a day is common for active users  Timing Tweets with Tweetdeck or Hootsuite is a good idea
  35. 35. Twitter Basics  Timeline  Stream of Tweets from Tweeps you follow  Fast moving stream if you follow a lot of people  Expectations to respond or have read a Tweet only comes in if they @ mention you
  36. 36. Twitter basics Mentions  When someone references you in their tweet, with your handle, this is called a mention. It will show in your “mention” stream on  You generally should chime in promptly when someone mentions you.  A mention starting w your handle, e.g. “@socialcap you have great AmeriCorps members”, is considered an “@ reply” or message.  This is a way of directing a tweet toward someone in particular, but anyone on the web could see it (though it will only show in the stream of people who are following both you & the person you are interacting with.  So if you want reference someone in a way that maximizes people who see it, you should start with something other than their handle. E.g. “Looking for the latest Dorchester news? Follow @mydorchester”
  37. 37. Twitter basics  Retweets “RTs”  Shows you are sharing someone else’s content  Sharing good content from others (and providing content people want to share) lies at the heart of Twitter.  RTing with comments even better-you’re adding more value.
  38. 38. Retweeting with comments Sharing in your own words, with “via”
  39. 39. #hashtags  Part of workshop in which David extols the virtues of hashtags, explains and shows how they work, and discusses examples of why they are important.  Today’s hashtag is #seCHNA (not cap sensitive)
  40. 40. More Twitter Tips  Engage, don’t just push out marketing info  Be responsive to those who RT & mention you  To “talk” directly to someone  Publicly: start your Tweet w their handle  e.g. @HACC Great meeting tonight!  Privately: use the Direct Message “DM” function  Strive for at least 80% non-selling messages.  Lists become helpful when you’re following hundreds or more.  Use a tool like TweetDeck or HootSuite
  41. 41. My Top Twitter Tips  Determine the topics you are going to focus on.  TWEET! Engage, tweet. Tweet some more.  Tweet throughout your day—find a good article, tweet it. At a meeting, tweet it.  Follow generously, use lists & search feeds to keep closer eye on key people/topics.  Clean up your following accounts. I recommend  Use hashtags (but don’t overdue it, 1 or 2 per tweet is good).  Include a link in most tweets.  Reciprocate.  Schedule your tweets, spread timing out (but know when you get most action)…post your most important ones 5-10 times throughout the week.
  42. 42. Resources (gen social media)  Bookmarks for Facebook articles/resources:  Bookmarks for Twitter articles/resources:  Longer list of bookmarks for all social media:  The Nonprofit Facebook Guy  Beth Kanter, co-author of The Networked Nonprofit