This document provides an overview of social media success for nonprofits. It begins with introductions from Emily Davis, the founder of EDA Consulting LLC. The document then discusses understanding social networks and the social media lifecycle which includes stages from crawl to fly. It provides tips for using social media and addresses concerns around social media. The document also discusses developing a social media plan including identifying purposes and goals, choosing tools, implementation, and evaluation. It covers creating social media policies and considerations around HIPAA compliance. Resources for additional information on nonprofit social media are also provided.
2. TURN ON YOUR TECH
Follow the
conversation…
@edaconsulting
#socialmedia
#fundraising
#philanthropy
#nonprofit
9/27/13 emilydavisconsulting.com
3. WHO AM I?
Nonprofit professional
Founder
Board member
AFP Author
MNM
21/64 Consultant
BoardSource CGT
Late adopter
Translator
emilydavisconsulting.com9/27/13
4. 30 Second Challenge
Your name, organization, title/role
One social media tool you are using
organizationally
One question about using social media
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5. UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create…
social networks; they exist all around
us in a variety of forms. Networked
Nonprofits strengthen and expand
these networks by building
relationships within them to engage
and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to identify,
reach, and cultivate the influencers in
their social networks, which is the key
to growing very big quickly and
inexpensively.” (Fine and Kanter,
2010)9/27/13 emilydavisconsulting.com
6. WHAT ARE YOU SCARED OF?
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7. WHAT STINKS ABOUT SOCIAL MEDIA?
Loss of control
Time investment (training,
maintenance)
New communication
structure
Ideas and opinions that are
shared may change over
time
Getting staff/board
investment in new
technology9/27/13 emilydavisconsulting.com
10. CRAWL
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
Not using social media
consistently
Resistant to change
Struggle with control
Need basic marketing
plan (i.e. branding, print
materials, online
outreach, etc.)
Leadership-driven change
in culture to adopt online
engagement
1. Develop communications
strategy (audience, goals
& objectives, etc.)
1. Listen & develop online
presences
1. Leadership initiated
discussion about
engagement
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11. WALK
CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS
Using 1 or more social
media platforms, but
not consistently
Online presence
connected to
marketing goals
Learn & use best practices
Focus on 1 – 2 social media
platforms
Need to link to campaign,
program(s), objective(s)
Need to identify audiences
Collect data for
measurement
1. Low-risk pilot program
to demonstrate ROI
1. Build implementation
capacity internally
1. Create/revise social
media policy
1. Integrate and document
measurement data
9/27/13 emilydavisconsulting.com
12. RUN
CHARACTERISTICS AREAS OF
IMPROVEMENT
FIRST STEPS
Strategic use of multiple
social media tools
Part time or full time staff
for digital communications
Board using social media in
governance
Social media usage
integrated throughout org
Has developed relationships
& technology integration
Need more
sophisticated
measurement tools
Find ways to increase
more involvement from
staff across the
organization
1. Social media staff trains
& coaches other org staff
1. Research more
sophisticated
measurement data,
tools, and processes
1. Evaluate, revise
strategies
1. Share success stories
with other orgs
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13. FLY
CHARACTERISTICS
Embracing culture of learning
Use social media data to help the leadership guide decisions
Demonstrate clear and compelling results
Networked with other organizations showing similar success
Internalized social media communication best practices including:
Strategy
Implementation
Integration
Evaluation
9/27/13 emilydavisconsulting.com
14. “This is not the first time that nonprofit
organizations and fundraisers have
had to adapt to new technologies.
The radio, television, newspapers,
telephones, fax machine, and direct
mail have all affected how we raise
money. Some of the new methods
that have evolved are more
successful than others, and not all
of them have been used with equal
success by all nonprofits.”
- Ted Hart and Michael Johnston in
Fundraising on the Internet
9/27/13 emilydavisconsulting.com
15. 10 TIPS FOR USING SOCIAL MEDIA
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1. Social
media is A
tool not THE
tool
16. 1. OUR COMMUNICATIONS TOOLBOX
Traditionalists
Postal Mail
Phone calls
Boomers
Television
Facebook
Email
Generation X
Websites
E-
newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
Every generation teaches us new technology… adapt or die!
emilydavisconsulting.com9/27/13
17. RELATIONSHIPS DON’T CHANGE
Cultivate, steward, and solicit
Recognize
Multi-channel communications
Meet one-on-one
Develop ambassadors
Use social media as
stewardship, not for
solicitation
Effective database
9/27/13 emilydavisconsulting.com
18. 10 TIPS FOR USING SOCIAL MEDIA
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1. Social media is
A tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Stewardship
19. NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals, volunteer
involvement
MAJOR DONORS
Personal relationships
Committee and board
involvement
PLANNED GIFTS
Personal relationships &
involvement
Could be anyone!
5. PROSPECTING, CULTIVATION
& STEWARDSHIP
9/27/13 emilydavisconsulting.com
20. 10 TIPS FOR USING SOCIAL MEDIA
9/27/13 emilydavisconsulting.com
1. Social media is A
tool not THE tool*
2. Social media is a
plant
3. Add value
4. Two way street
5. Stewardship*
6. Philanthropy’s
next generation
7. It ain’t free
8. Not everyone
“Diggs” social media
9. Selling social
media
10. Have a plan
22. ELEMENTS OF A SOCIAL
MEDIA PLAN
9/27/13 emilydavisconsulting.com
23. IDENTIFY PURPOSE(S)
Learn more about social media
Reach a different demographic
Connect more with a current
demographic
Access other research or
resources
Promote
brand/event/idea/product
Communicate
Share your story
Other?
9/27/13 emilydavisconsulting.com
24. GOALS & OBJECTIVES
Increase website traffic
Sell more product
Share ideas
Learn about resources in
your field
Promote an event or idea
Develop your brand
Test ideas
Other?
9/27/13 emilydavisconsulting.com
25. TOOLS AND IMPLEMENTATION
• Blog
– How often will you blog?
– What will you blog
about?
– Who will blog?
• Twitter
– How often will you
tweet?
– What will you tweet
about?
– How will you track?
– Who will you follow?
– Who will tweet?
• Facebook
– Profile/Group/Page
– Who will manage?
– Facebook Ads?
– Will you link to Twitter?
Ping?
• LinkedIn
– Group and subgroups?
– Who will you invite to join?
– Who will be admins?
– How often will you post?
9/27/13 emilydavisconsulting.com
26. IMPLEMENTATION
Who will manage your social media?
Who will contribute to your social
media?
Board members
Staff members
Volunteers
Stakeholders
Way to tell your organization’s story
Ask questions
Solicit dialogue
9/27/13 emilydavisconsulting.com
27. EVALUATION EXAMPLES
Record website hits
Track with Bit.ly or tinyurl
Use hashtags to track posts
Facebook Ads
Feedburner/ Feedblitz
Record/note how many
people:
Become a fan/ Join a
group
Send links
Recruit other friends
Promote on their profile,
blog, website
Cost: Care2 ROI calculator
Action taken9/27/13 emilydavisconsulting.com
29. WHY?
Insurance – professional &
personal
HIPAA
Not for the majority
Set boundaries
Protection for users
Protect organization
Professional standard
emilydavisconsulting.com9/27/13
30. EXTERNAL POLICY
Users outside the
organization (i.e. patients,
volunteers)
What is appropriate
What is inappropriate
Purposes for using social
media
Not platforms for medical
advice
Post publicly
Research samples
emilydavisconsulting.com9/27/13
31. INTERNAL POLICY
Target audiences: Staff,
board, volunteers
More insurance
What is in/appropriate
Set boundaries
Share at orientation
Represent the
organization
Research examples
emilydavisconsulting.com9/27/13
32. MORE SPECIFICS
Highlight there is no reasonable expectation of
privacy
Communications are not secure on social media
Social media use on company time vs. personal
time
Use on computers, smart phones, etc.
Connect with additional policies (i.e. code of
conduct)
Prohibit discriminatory language
Use personal disclaimers - “views reflect my own
opinion”
9/27/13 emilydavisconsulting.com
33. THE HIPAA PRIVACY RULE
The HIPAA Privacy Rule protects the patient’s
protected health information which is, “all individually
identifiable health information held or transmitted by a
covered entity or its business associate, in any form or
media, whether electronic, paper, or oral.” 45 C.F.R.
160.103
Penalties for violating protected health information
(PHI):
Fines of $100 - $250,000
Prison time
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34. HIPAA TIPS: THE DOS
Each social media platform has unique risks
Develop policies before you need them
Post generally about research, treatments, &
conditions
Pause to think about tone before posting
Separate personal & professional accounts
Educate staff and volunteers
Consider all who may read your posts
Understand info can go viral quickly
Make full use of privacy settings
Use photo release forms whenever possible
Report violations
When in doubt, leave it out
9/27/13 emilydavisconsulting.com
35. HIPAA TIPS: THE DON’TS
Even hint at patient identification
Share ANY patient medical info
Say something you wouldn’t say face-to-face
Connect with patients on social media
(reference policy)
Rely on common sense
Invite others to post on your behalf
Forget to review policies annually & at
orientation
Post any negative remarks about patient or
colleagues
Forget that social media platform owns the
info once posted
9/27/13 emilydavisconsulting.com
36. THE TRICKY PART
If a patient discloses
his/her personally
identifying information
= ok
If administrator of social
media discloses same
patient’s information
= not ok
Result:
HIPAA’s
confusing!
9/27/13 emilydavisconsulting.com
37. SO…
Professional
Create internal
& external
policies
Orientation to
policies &
consequences
No PHI to
social media –
ever!
Patient
CAN post PHI to
social media
Photos only used
if completed
photo release
Reference to &
inform about
policies
9/27/13 emilydavisconsulting.com
38. A FEW BEST PRACTICES
Post signage about
photographs
Educate, orient, and
practice
Evaluate, revise, and re-
train
Use confidentiality
agreements, photo
releases
Share knowledge &
successes9/27/13 emilydavisconsulting.com
39. POLICY EXAMPLES
The Nonprofit Social
Media Policy Workbook
(Idealware)
Social media resources
for healthcare
professionals:
http://ebennett.org/hsnl/
hsmp/
Social Media
Governance Policy
Database
Social Media Strategy
Workbook: The 12-Step
Guide to Creating Your
Social Media Strategy
The Nonprofit Policy
Sampler (BoardSource)
emilydavisconsulting.com9/27/13
40. 5 THINGS TO DO TODAY
1. Make a plan
2. Watch other orgs
3. Attend trainings &
ask for support
4. Invite participation
5. Support new ideas
9/27/13 emilydavisconsulting.com
41. There is NO judgment about where your
organization falls on the spectrum. Social media
is a process!
Social media is as much art as it is science.
Social media is always evolving – emerging
technology is always changing as is our learning.
Ten Tips to Using Social Media are a foundation
for any social media.
9/27/13 emilydavisconsulting.com
42. PRINT RESOURCES
7 Tips to Avoid HIPAA Violations in
Social Media
Social Media, Health Care Privacy, and
Your Employees: 7 Tips to Avoid HIPAA
Violations and Employee Claims
Fundraising and the Next Generation
The Networked Nonprofit
Measuring the Networked Nonprofit
Mobilizing Youth 2.0
The Complete Facebook Guide for
Small Nonprofits
Twitter Jump Start: The Complete Guide
for Small Nonprofits
9/27/13 emilydavisconsulting.com