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Just three words . .
. When you think about social media and nonprofits, what comes to mind? How would you describe how you feel about social media?
The Agenda for the Day
The Networked Nonprofit: Part 1: Overview - 9:30-10:30 Part 2: Deeper Dive – 10:45-11:30 Visiting Scholar at Packard Foundation: Capacity Building Work – 11:30-11:45 Networked Nonprofit in Practice Effective Social Media: Strategy and Tactics – 1-4
And more like this ….
With apologies to David Armano for hacking his visual! Source: The Micro-Sociology of Networks
The Networked Nonprofit BE DO
Understand Networks Work with Free Agents Create Social Culture Work with Crowds Listen, Engage, and Build Learning Loops Relationships Trust Through Transparency Friending or Funding Simplicity Govern through Networks
Listen: Monitor, Compile, Distribute I
took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
“the problem isn’t social media,
the problem is that YOU are the fortress. Social media is not my problem: I have over a quarter million followers on Twitter, and 2.1 million views on YouTube. I have a hard time having you guys take me seriously. “
Loss of control over their
branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Make mistakes Make senior staff too accessible Perception of wasted of time and resources Suffering from information overload already, this will cause more
Codifying A Social Culture: Policy
• Encouragement and support • Best practices • Tone • Why policy is needed • Expertise • Cases when it will be used, • Respect distributed • Quality • Oversight, notifications, and legal implications • Additional resources • Training • Guidelines • Press referrals • Identity and transparency • Escalation • Responsibility • Confidentiality • Policy examples available at • Judgment and common wiki.altimetergroup.com sense Source: Charlene Li, Altimeter Group
Pick the Right Result Tangible
Intangible Donations Leads Insights about what works Subscribers Interaction Members Engagement Saved Time Reputation Saved Costs Loyalty Increased page rank Satisfaction Increased media attention Sentiment Signed petitions Calls or emails to government Feedback officials Objective, Audience, Strategy, Tactics, Time investment, KD Paine
Social Media and Nonprofits: Effective
Use Year 1: Coaching Grantees one-on-one Grantee Convenings – Network Effectiveness Internal coaching, meetings Book Blogging Year 2: Peer learning groups of grantees: Effective Social Media Practice Workshops Coaching Blogging
Overview Goals: -Create effective social
media strategy that supports and enhances communications objectives -Design and implement low risk, focused experiment -Method for individual learning and improving -Social Learning with social media April-May • Strategy • Share • Tactics • Check-In Learning • Experiment • Advice • Support March June/July:
Social Media Strategy Blocks Movement
Building with Multi- Generate Channels Social Buzz Content Engage Listen Integrated with Overall Communications and Internet Strategy Drives Offline Action, Change of Behavior, or Impact Outcome
Communications and Program Assessment •
Who do you want to reach? • What do you want to accomplish? • Where can social improve or supplement programs, services, or communications? • What’s our available budget/time? • What opportunities to pilot?
Conversation Starters Audience O Audience
Twitter Facebook B What are they saying J What are they saying that is relevant that is relevant to/engages? E to/engages? C How can you rework How can you rework your message as a T your message as response or response or conversation conversation starter? I starter? Follow up Content V Follow up Content points points E