This is a present

1. Social Media for Social Good:
How Nonprofits Can Harness the
Potential of the Social Web
June 12, 2012
People’s United Bank Nonprofit Consortium
Danversport Yacht Club
J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com

2. “Social Media” – what is it?
 Any online technology or practice that people use to
share (content, opinions, insights, experiences,
perspectives and media).
 REAL interactions in REAL time.

3. “Social Media” – Is it a fad?
 No. (Sorry!)
 The platforms may change
(anyone remember Friendster
and Myspace?) – but the
concept is not going to change.
 Social media has revolutionized
the way we communicate with
each other on a personal and
professional level.
 Social media has completely
changed our expectations of
brands, companies and
nonprofits.

4. 2012 Nonprofit Social Networking Report
 98% have a Facebook page with an average
community size of over 8k fans.
 Average Facebook and Twitter communities grew by
30% and 81% in 2011, respectively.
 Average value of a Facebook Like is $214.81 (over 12
months following acquisition).

5. 2012 Nonprofit Social Networking Report
 73% allocate half of a full time employee to managing
social networking activities.
 43% budget $0 for their social networking
activities.
 The top 3 factors for
success are:
 Strategy
 Prioritization
 Dedicated staff

6. Why It Is Important for Nonprofits
 Extension of donor relations – research,
stewardship, cultivation, connection.
 Public awareness! “We do such great work but no one
has ever heard of us!”
 Transparency – not operating in a silo.
 Public accountability.
 Digging deep into the
“Why would anyone
care?” question.
 We know why.
 But can we convey it?

7. Important Notes Before You Begin
 Technology is constantly in flux and you will need to
be adaptable.
 Work is never “done”. Need to find a balance.
 There is no customer service.
 Forums, blogs, Help centers
 Tools are free (like a puppy is free).
 Need to invest time in training and/or in staff.
 Some tools cost a little.
 Fear is counterproductive!
 Connecting with your constituents is never a waste of
time.
 Don’t compare yourself!
Adapted from Social Media for Social Good by Heather Mansfield

8. Don’t Put the Cart Before the Horse
 Do you have:
Blog
Email
Newsletter
Website

10. Get Organized
 Get buy-in from Executive Staff and Board.
 Define your goals and objectives.
 Raise money?
 Secure new volunteers?
 Increase website traffic?
 Build online brand?
 Foster social good?
 Create social change?
 Write down 3-4 goals for your social media
campaign (can tie with overall marketing goals).

11. Get Organized
 Create a Social Media Measurement spreadsheet
 As of the start of your campaign, how many:
 Likes, Followers, Blog readers, Email subscribers
 Google Analytics
 Receive Google Alerts and New York Times alerts
for your nonprofit specifically and your industry/cause

12. Get Organized
 Sign up and secure all Vanity URLs
 facebook.com/nonprofitorgs
 twitter.com/nonprofitorgs
 Save usernames and passwords in a spreadsheet.
 Get a square version of your logo for avatars.

13. Get Organized
 Social Media Dashboards & Scheduling Tools
 HootSuite
 Buffer
 Remember, it is always most effective to login and
monitor each site individually.
 Follow/Like organizations
with similar missions and
programs.
 Follow/Like other local
organizations
(no politicians!!)

14. Get Organized
 Start a simple Editorial Calendar.
Date Facebook Twitter LinkedIn Group
Monday Monday morning photo Question about event
Tuesday Weird Homeowner Rules/Stories
Wednesday Have a great 4th! (Photo)
Helpful tip - Summer - Keeping AC bills
Thursday down #ThankFulThursday
Friday Fun Friday! - Condo poetry #FollowFriday
Did you receive your magazine? What did
Monday you think of XYZ article?
Tuesday Weird Homeowner Rules/Stories
Wednesday
Thursday Helpful tip #ThankFulThursday
Friday Fun Friday! - Condo movies #FollowFriday
Monday Last day to advertise in magazine (link)
Tuesday Weird Homeowner Rules/Stories
Wednesday
Thursday Helpful tip #ThankFulThursday
Friday Fun Friday! - Condo TV shows #FollowFriday
Monday
Tuesday Weird Homeowner Rules/Stories
Wednesday
Thursday Helpful tip #ThankFulThursday
Friday Fun Friday! - Condo trivia #FollowFriday

15. Get Organized
 Measure results slowly.
 Facebook – Instant Post Insights
 Twitter – ReTweets, mentions
 Website analytics
and traffic
 Blog traffic
 Email newsletter
signups
See what works.
Do more of that.

16. Confidentiality Concerns
 Client and staff identities need to be protected or lives
are at risk.
 Clients will be less likely to seek our services if they
think there is a danger of their identity being revealed.
 We may be the target
of hostile PR
campaigns (women’s
rights and gay rights
organizations).

17. Confidentiality Concerns
“Best way to protect confidentiality is to think about
humans as much, if not more, than the technology.”
Jayne Cravens, TechSoup Community Forum Manager
Ensure that every employee and volunteer knows:
 What info should be confidential and WHY.
 What do breaches look like – online and offline.
 Consequences.
 Must be addressed and discussed frequently – part of the
culture!
More info at:
http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564

18. Confidentiality Concerns
What should ever be shared in
writing?
What should not?
 Email
 Organization’s network/intranet
 Website
 Blog
 Own individual Facebook,
LinkedIn, Twitter accounts
 Need clear, concise, explicit
policies with examples.
 Think HR handbook/protocols.
More info at:
http://forums.techsoup.org/cs/community/f/26/p/33610/115564.aspx#115564

19. Social Media Policy – Internal
 Should provide basic guidelines to staff members
and volunteers
 Message should be one of education and
empowerment, not control and restriction.
 Short and sweet.
 What to put in it – Follow HR’s lead:
 What is appropriate to post.
 No Friending clients. (Example)
 Overview of privacy and legal issues.
 General rules about using social media during office
hours.

20. Social Media Policy – External
 To post on your Facebook Page
(About), LinkedIn Group, Blog
description, anywhere people
are interacting.
 Guidelines for your online
community
 What will be deleted –
spam, obscenity, self-
promotion, events not
approved by us, identifying
information
 What is encouraged –
questions, comments,
photos of our events,
testimonials
 Should be welcoming.

21. Facebook 101
 The place where people go to connect/reconnect with
friends and family.
 People come to Facebook to make personal
connections and to have fun.
 Strategy – Help supporters feel more connected to your
organization; show them who you are as individuals;
help them connect to each other.
 Share “behind the scenes” photos and videos, ask
questions, share compelling statistics and success
stories.
 Easy, light, fun. Include media with all posts – links,
photos, videos.

22. Twitter 101
 A space where people share the content that excites
them, in short 140 character bursts.
 The link reigns supreme!
 Strategy – Don’t get too personal; share the best content
you can find; drive traffic to your website; get people to
“ReTweet” your content; follow people who have lots of
followers and ask them to spread your message.
 ReTweet, Thank – create good Twitter karma.
 Statistics, quotes, links. Be creative!

23. LinkedIn 101
 A professional network where people go to build
networks and connect to resources.
 Strategy – Unlike Facebook, people actually want to talk
about work and work issues on LinkedIn. Longer,
wordier responses, more professional tone.
 Look for potential employees and volunteers, share
professional networking events, Board opportunities,
join Groups and ask questions and start discussions.
 Very good for donor prospect research, recruiting
volunteers and staff members; also promoting thought
leadership on an issue.

24. What will I post/tweet about?
• Industry blogs, • Events,
newsletters, anniversaries,
websites celebrations,
birthdays
• Google Alerts &
New York • Email newsletter
Times alerts • Tie current
events to your
• Competitors cause/issue
• Success Stories • Read everything
• Inspirational and follow
quotes everyone!
• Reached a goal • Figure out what’s
working for
• Want input on other nonprofits
an issue and adapt it!

25. Take Aways
 Don’t compare.
 Don’t get discouraged.
 Get training.
 Get professional help.
 Do it in bite-size pieces.
 Do what’s manageable.
 Have realistic expectations.
 Less is always more.
 Quality over quantity.
 Go off-topic.
 Have fun!

26. Julia’s Social Media Philosophy
Social media is a TOOL
– it is not a silver bullet.
In other words, you still
need a compelling
cause and good
message.
Integrate it with an
overall marketing
campaign, just as you
would other tools
(direct mail, newsletter,
website, ads).

27. Julia’s Social Media Philosophy
Not all social media
channels are right for your
nonprofit.
Pick and choose. Do a few
well than many poorly.
QUALITY over QUANTITY –
one quality Facebook post
per day (or every few days)
is worth more than 100
posts that get you unliked
or unfollowed.

28. To learn more:
 www.johnhaydon.com
 www.bethkanter.org
 www.nonprofitorgsblog.org
 www.hubspot.com
 www.jcsocialmarketing.com

29. Questions, comments, feedback?
 Email: julia@jcsocialmarketing.com
 Website: www.jcsocialmarketing.com
 Cell: 978-578-1328
 Twitter: @skullsflying
 Facebook:
www.facebook.com/
jcsocialmarketing