Using Social Media Effectively
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- The document summarizes an orientation call for a peer exchange group focusing on using social media effectively with a one channel focus. - It discusses the group composition, their communication objectives, audiences, implementation challenges, and measurement practices. Common challenges included finding time for measurement and articulating measurable goals. - The program overview indicates the calls will focus on best practices for using Facebook nonprofit pages, with topics like creating an organizational Facebook culture and having a measurement strategy from the start.
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Using Social Media Effectively
- 1. Peer Exchange Group 1: Stealth Measurement: Using Social Media Effectively: One Channel Focus Orientation Call: July 29, 2011 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 2. Welcome! If you experience any technical difficulties logging into the system, please contact Ready/Talk Customer support: 800.843.9166 Please use *6 to Mute your conference line While we are waiting, play with the chat: Type in your name, organization, and location. What’s the weather like?
- 3. This call is being recorded * 2 Flickr Photo by Malinki
- 4. Peer Exchange Group 1: Stealth Measurement: Using Social Media Effectively: One Channel Focus Orientation Call: July 29, 2011 Beth Kanter, Visiting Scholar, Social Media and Nonprofits The David and Lucile Packard Foundation Organizational Effectiveness Program
- 5. Agenda Intros Summary of SurveyProgram Overview Learning in Public Next Session Reflection
- 7. Roll Call: Phone/Voice When I call your name, share your organization name Unmute by *7 Mute by *6 Play with the Chat: What three words about using measurement for improvement in social media strategy come to mind?
- 9. A Wide Range of Communication and Program ObjectivesAdvance MissionBrand recognition and Reputation Educate, Inform, EngageEducate on issuesDisseminate research on topics/issuesConduct research on topics/issuesDisseminate quality, relevant, and timely information on a topicProfessional development/peer learningIncrease dialogue, engagement, or conversations on Topic/Program/Issue Action Mobilize actions on legislative and policy issuesBehavior change Business ResultsIncrease DonationsIncrease MembershipsIncrease visitorsIncrease ticket salesIncrease volunteer/member involvement in programs
- 10. AUDIENCE Direct Consumers of Messages: Individuals, OrganizationsInfluencers: Journalists, Legislators, Policy Makers
- 11. Communications/Program Strategy and Plans Strong Alignment 60% have a formal, written communications plan and strategy Medium Alignment Low Alignment How strongly does your current social media use align with your communications or program objectives and audience?
- 12. Implementation 79% do not have a social media policy 21% have a social media policy Have a social media plan PACT: People Acting in Community Together Fight Crime: Invest in Kids Independent Sector Resource Media SeaChoice
- 13. Implementation 80% spend 10 hours or less per week implementing social media
- 14. Content and Engagement Approaches Story collectionTailor Content for the Audience/Channel Cross Distribution Strategy Approach as a Media Outlet Chop Shop Curation of related third-party contentEncourage user-generated content and guest posts Branded Voice/Standards Challenges Evoking response! Policy content or legal content is complex, hard to make it engaging and ACCURATE for the average person Hard to target different specific audiences through same channel Internal approval processes for approving content Finding creative ways to recycle, repurpose Lack of skills, best practices to create effective content Making our jargon engaging to our audiences How to adapt or modify print content so that it is condensed for other channels It's an organic process!
- 15. Measurement Practices and Approaches Range of practices “We don’t do it.” “We do it from time-to-time, not formal” “Usually monthly we try and see where our biggest spikes in followings exist and we try and mimic those types of postings. When we notice a considerable drop or rise we discuss the activities that are likely linked to this.” “Social media is part of our agenda at the weekly communications team meeting. We assess how to apply social media to upcoming campaigns and events. “ Tools Google Analytics Facebook Insights Export.ly Tweetstats Rowfeeder
- 16. Measurement Stress Finding the time to devote to measurement. Articulating measurable goals A streamlined framework and data collection process Getting accurate data and the right information Better data analysis, linking it to decisions Conversion, as measured in dollars and cents, as a means to evaluate and justify the time spent on social media. How to measure behavioral change Picking the right measurement tool for the job and how to use it How to use the metrics to improve on our social media efforts.
- 17. Group Composition Anything surprise? What? Why? What area of practice do you want to improve?
- 18. Program Overview
- 19. Peer Exchange Participants Group 1aAAPIPBirdLife International COMPASS FishChoice Friends of the Earth Europe GeoFunders Georgetown University Center for Children and Families Global Greengrants Fund Immigrant Legal Resource Center Independent Sector MEarth at the Hilton Bialek Habitat National Center for Family Philanthropy PICO National Network Resources Legacy Fund Rose Foundation Stanford Social Innovation Review Group 1b CSMA CuriOdyssey at Coyote Point Fight Crime: Invest in Kids Food Bank for Monterey County Los Angeles Universal Preschool MBARI PACT: People Acting in Community Together Ragszzi Boys Chorus Resource Media Roots of Change San Jose Taiko SeaChoice Shelter Network Silicon Valley Council of Nonprofits United Way Silicon Valley Young Invincibles
- 20. Why Facebook? New tools come and go, but strategy sustains! FRIENDING THE FINISH LINE: SOCIAL MEDIA NONPROFIT BEST PRACTICES
- 21. Why one channel?
- 22. Topics: Best Practices 1: Create a Facebook culture inside your organization 2: Use SMART objectives that align with strategy 3: Have a measurement strategy on the front-end 4: Recruiting fans should be your first step 5: Engage with your fans every day 6: Recycle, reuse, or repurpose content from other channels 7: Work with an energized group of your biggest fans 8: Build time for learning into the work flow
- 23. Group 1: Call Schedule Group 1a: Calls at 11:00 am PST Group 1b: Calls at 1:00 pm PST * = If you can’t make your assigned group call, but can make the other one, it is okay to switch.
- 24. Peer Coaching Conference Calls: Structure Call-In: 866-740-1260 passcode: 740-5939 http://www.readytalk.compasscode: 740-5939
- 25. Twitter Hashtag: #measurenp Wiki Journals Stealth Measurement Facebook Group Google + Scoopit:
- 27. Wiki Journals: Over the Shoulder Learning
- 28. Wiki Journals: Contact Information and Check List
- 29. Stealth MeasurementClosed Facebook Group
- 31. Questions?
- 32. Next Session:August 4: 11:00 am PST 1:00 pm PST Materials on the Wiki Reflection: Why do you want to improve your results on Facebook?
Editor's Notes
- Every few minutes as we get started, tech support reminder, type into the chat, roll call
- http://www.flickr.com/photos/malinki/2621920871/sizes/o/Start recording about 2 minutes late to let people join *2
- This is our agenda – we’ll pause along the way for questions.
- The whole reason I’m taking a deep dive into this topic is because I’m writing a book over the next months – it is tentatively called “Measuring the Networked Nonprofit” My Co-Author is KD Paine, esteemed measurement guru – a sage with a gaugeWe are hoping to do a “mashup” of our books.The peer learning group will help inform case studies and content in the book.
- Now time for everyone to introduce themselves
- Remember that application you filed out, here’s a summary of group compositionIf I had to say one word about the group: DiversityWide range of budget sizes, different program areas of the Foundation …..That should enrich our work together, hopefully. One thing we have in common -You all have gone beyond the beginner stage in social media and looking to refine your work through measurement or figure out how to document results.
- Range of communications objectivesFalls into these four buckets
- Your audiences .. Are varied …Some synergy, some stark differencesDirect consumers of Messages: Individuals/OrganizationsInfluencers: Journalists, Legislators, Policy MakersMeasurement strategy/approaches different according to audience – as we will discover in the coming sessions
- This is about alignmentVery critical that your objectives align with your social media use and strategy1,2 = strong = 34%3,4 = medium = 53%5 = low = 4%
- Social Media policy – is important for your capacity – having a rule book so you bring in other staff members or people in your organization to spread the workloadWhile having a policy isn’t a focus of the peer exchange, we provide resources and certainly there is opportunity for sharing on this …Range of time investment – will be important to quantify when we’re looking at documenting results and value Documenting it can help identify that question – is this worth our time or look at the amount of time against results.
- Social Media policy – is important for your capacity – having a rule book so you bring in other staff members or people in your organization to spread the workloadWhile having a policy isn’t a focus of the peer exchange, we provide resources and certainly there is opportunity for sharing on this …Range of time investment – will be important to quantify when we’re looking at documenting results and value Documenting it can help identify that question – is this worth our time or look at the amount of time against results.
- Integrated ContentTailor Content for the Audience/ChannelCross Distribution StrategyApproach as a Media OutletChop ShopsCurationBranded Voice/StandardsContent ChallengesEvoking response! Having the time to create specific content for specific distribution channels Policy content is complex, hard to make it engaging and ACCURATE for the average personHard to target different specific audiences through same channelMostly the challenge is in making the time to create content Put our audience research into actionable content strategyAvoiding mission creep in our content strategy - alignmentInternal approval processes for approving contentFinding creative ways to recycle limited multi-media content that brings our topic to lifeLack of skills and knowledge about best practices for effective content creationBeing a multi issue organization, being too broad.Making our jargon more appealing to our audiences
- http://www.flickr.com/photos/tyodickerson/132796401/sizes/o/in/photostream/One thing I was happy to see is that many of you have a good measurement practice -- and some could use improvementWe’ll diving deeper into this Session 3 – Mention tools ….Drive by analysisNot systemmaticNot yet. This is a high priority, but I haven't yet had the time or training to develop an efficient way to synthesize all the data and make it valuable.. We look at google analytics and facebook insights and note what has caught people's attention and then use that information as a strategy to further engage our community.
- A range of measurement challengesSome are organizational, cultural, work habitsOthers are more system or technical oriented …. We hope to address both kinds of challenges in these sessions http://www.flickr.com/photos/tzofia/270800047/sizes/l/in/photostream/
- Remember that application you filed out, here’s a summary of group compositionIf I had to say one word about the group: DiversityWide range of budget sizes, different program areas of the Foundation …..That should enrich our work together, hopefully. One thing we have in common -You all have gone beyond the beginner stage in social media and looking to refine your work through measurement or figure out how to document results.
- CSMACuriOdyssey at Coyote PointFight Crime: Invest in KidsFood Bank for Monterey CountyLos Angeles Universal PreschoolMBARIPACT: People Acting in Community TogetherRagszzi Boys ChorusResource MediaRoots of ChangeSan Jose TaikoSeaChoiceShelter NetworkSilicon Valley Council of NonprofitsUnited Way Silicon ValleyYoung Invincibles
- In the last month, you have no doubt been exposed to a lot of hype about Google + and its being touted as a Facebook or Twitter killer by early adopter geeks and Silicon Valley insiders. Maybe you are curious. Maybe you’ve already set up and account and are exploring. Maybe you are wondering about what it means for the project.Don’t get seduced by Shiny Object Syndrome. This disease makes nonprofits and individuals to adopt the latest cool social tool based on peer pressure, buzz, or a strange desire to be one of the first. The project uses Facebook as a means to a higher end: helping youget comfortable with nonprofit social media best practices, apply those practices, and integrate your broader communications strategies. The idea is that, as each grantee reaches its organizational goals with Facebook, the organization will be better equipped to apply the same best practices to other social platforms.
- http://www.flickr.com/photos/pedromourapinheiro/2122754745/sizes/o/in/photostream/
- 1: Create a Facebook culture inside your organization2: Use SMART objectives that align with communications or program delivery strategy3: Have a measurement strategy on the front-end, not the back-end4: Recruiting fans should be your first step5: Engage with your fans every day6: Recycle, reuse, or repurpose content from other channels7: Work with an energized group of your biggest fans8: Build time for learning into the work flow
- The content of this Peer Exchange is focused on measurement of social media and networked approaches. It is also an experiment in designing effective networked peer learning or "Learning in Public."Wikis can be terrific platforms for supporting professional learning in real time, but it requires a level of comfort learning in public. Learning in private is what most of us did in school. You wrote your essay, studied your spelling words, took tests (without looking at anyone else’s answers!). Learning was an individual, often solitary activity. For many of us of a certain age, that style has carried over to our work culture where we are rewarded for our expertise and to keep quiet what we don’t know (or screw up).Social media has unleashed a fabulous opportunity for professional learning about practice in public. And that can be fun too! Certainly less exhausting than having to know everything.Creating an environment for learning in public means that it is okay to say “I don’t know” about an issue or problem and to ask others what they think. When professionals acknowledge not knowing and reach out to a colleague, it not only opens us to learning, but it signals to others. Using social media and networked approaches successfully requires a culture shift away from learning in private to learning public or what Nancy White has called “Over the Shoulder Learning.”How do you do this? How do create an environment where it is okay to learn in public? This environment can be a training workshop or it can be in an organization. One answer comes from Eugene Eric Kim in a presentation he did about networks, “Be the Change You Want To See” – it’s about modeling.We are modeling ways to learn in public and share what we are learning in real time through this wiki and our social media channels.1. Twitter Hashtag: Tweeting what you learn is encouraged! Use the hashtag #measurenp2. Wiki Journals: Everyone will have a wiki journal where they can jot down lessons learned from the calls and working their action learning experiments. We're also encouraging everyone to reach other's people journals and comment.3. Facebook Group: This is for just in time help from others in the group. Request to join the group here4. Google + - We can start circle once it is up and running - I'll be cross posting there.What are some other ways we can learn in public about social media measurement?
- Each session will include the following related to each best practice: Framework Examples Additional How To Resource Wiki will have links and resources as well as links to notes from call Hub for Journals and Over the Shoulder Learning Wiki will be updated with resources suggested or used by participants during the calls or office hours
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- http://www.scoop.it/t/social-media-and-nonprofits-measurement/