Using social media for fun and non-profit

Porter Mason
Porter MasonDeputy Director, Social Media en Upright Citizens Brigade Theatre
Using social media
                     for fun and non-profit

                      Porter Mason
               Deputy Director, Social Media
                  U.S. Fund for UNICEF

@portermason, facebook.com/portermason
Using social media
                  for fun and non-profit

•   Treat it like a party (not a podium)
•   Consider your audience
•   Consider how it works
•   Do the hard work
Treat it like a party (not a podium)




@portermason, facebook.com/portermason
Treat it like a party (not a podium)
•   One-to-one conversation is key
•   Many one-to-one’s happening in public
•   Talk like a friend, not a commercial
•   You get what you give
Treat it like a party (not a podium)
• Don’t feed the trolls (be polite, disengage)
Consider your audience




@portermason, facebook.com/portermason
Consider your audience
Put yourself in their shoes.
• What do you click on in Facebook?
• What annoys you in Facebook?
• What’s important to them?
  (Hint: it’s rarely your cause)
• Let empathy guide you
Consider your audience
Where are your people online?
• Where are your closest friends?
• Where is your family?
• Where are you acquaintances?
  – From work?
  – From school?
Consider your audience
Why are people on Facebook?
• Keeping up with family and friends
• Updating others on their lives
• Sharing photos
• Dating
• Killing time
Consider your audience
Why are people on Twitter?
• Something big in the news just happened
• To feel closer to celebrities/famous people
• To see what friends are doing right now
• To stay connected at events
• Killing time
Consider how it works




@portermason, facebook.com/portermason
Consider how it works
Facebook
• EdgeRank – What Facebook shows you
• Notifications
• Likes, shares, comments
• Lists and targeting




@portermason, facebook.com/portermason
Consider how it works
Facebook
• EdgeRank – What Facebook shows you
  – Facebook doesn’t show you everything
  – Prioritizes people you tend to interact with
  – Prioritizes topics those people like
  – Prioritizes volume of conversation
  – Keeps interesting posts in front of you for a while
Consider how it works
Facebook
• Notifications
  – Default settings
  – Commenting
  – Tagging people
  – Location
Consider how it works
Facebook
• Likes, shares, comments
  – Likes are low-effort, but also low-impact
  – Shares require more effort, but are potentially low
    engagement
  – Comments are high engagement, but don’t
    require support
Consider how it works
Facebook
• Lists and targeting
  – You can create lists of friends based on anything
  – Some are auto-created for you
  – You can target posts by list
  – Treat everything as ultimately public
Consider how it works
Facebook

The sole goal of Facebook:
     To keep people on Facebook.
Consider how it works
Twitter
• The feed
• Notifications
• Hashtags




@portermason, facebook.com/portermason
Consider how it works
Twitter
• The feed
  – People see what’s just been posted
  – If they don’t happen to check when you post,
    they don’t see it
  – Caveat: retweets resurrect old posts
Consider how it works
Twitter
• Notifications
  – Default settings
  – Direct messages
  – @-replies
  – Retweets
  – Favorites
Consider how it works
Twitter
• Hashtags
  – Do a quick search
  – Join relevant ones
  – Don’t attempt to start your own lightly
  – Don’t become spam
Consider how it works
Twitter

The sole goal of Twitter:
     To make you feel like you’re missing
     something when you’re not on Twitter.
Do the hard work




@portermason, facebook.com/portermason
Do the hard work
•   Build to asks
•   One ask at a time
•   Be specific about what you ask for
•   Make things easy
•   Plan, coordinate, be persistent




@portermason, facebook.com/portermason
Do the hard work
• Plan, coordinate, be persistent
    – Be ready to give people more to do when they ask
    – Plan to have conversations in public
    – Make your cause look inviting
    – Encourage event participants to post
      (and don’t overly worry about what they post)




@portermason, facebook.com/portermason
Thanks!

     And one last time:
      @portermason
facebook.com/portermason
P.S. Further reading

• The Thank You Economy, Gary Vaynerchuk

• The Networked Nonprofit, Beth Kanter

• The Cluetrain Manifesto, several authors


@portermason, facebook.com/portermason
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Using social media for fun and non-profit

  • 1. Using social media for fun and non-profit Porter Mason Deputy Director, Social Media U.S. Fund for UNICEF @portermason, facebook.com/portermason
  • 2. Using social media for fun and non-profit • Treat it like a party (not a podium) • Consider your audience • Consider how it works • Do the hard work
  • 3. Treat it like a party (not a podium) @portermason, facebook.com/portermason
  • 4. Treat it like a party (not a podium) • One-to-one conversation is key • Many one-to-one’s happening in public • Talk like a friend, not a commercial • You get what you give
  • 5. Treat it like a party (not a podium) • Don’t feed the trolls (be polite, disengage)
  • 6. Consider your audience @portermason, facebook.com/portermason
  • 7. Consider your audience Put yourself in their shoes. • What do you click on in Facebook? • What annoys you in Facebook? • What’s important to them? (Hint: it’s rarely your cause) • Let empathy guide you
  • 8. Consider your audience Where are your people online? • Where are your closest friends? • Where is your family? • Where are you acquaintances? – From work? – From school?
  • 9. Consider your audience Why are people on Facebook? • Keeping up with family and friends • Updating others on their lives • Sharing photos • Dating • Killing time
  • 10. Consider your audience Why are people on Twitter? • Something big in the news just happened • To feel closer to celebrities/famous people • To see what friends are doing right now • To stay connected at events • Killing time
  • 11. Consider how it works @portermason, facebook.com/portermason
  • 12. Consider how it works Facebook • EdgeRank – What Facebook shows you • Notifications • Likes, shares, comments • Lists and targeting @portermason, facebook.com/portermason
  • 13. Consider how it works Facebook • EdgeRank – What Facebook shows you – Facebook doesn’t show you everything – Prioritizes people you tend to interact with – Prioritizes topics those people like – Prioritizes volume of conversation – Keeps interesting posts in front of you for a while
  • 14. Consider how it works Facebook • Notifications – Default settings – Commenting – Tagging people – Location
  • 15. Consider how it works Facebook • Likes, shares, comments – Likes are low-effort, but also low-impact – Shares require more effort, but are potentially low engagement – Comments are high engagement, but don’t require support
  • 16. Consider how it works Facebook • Lists and targeting – You can create lists of friends based on anything – Some are auto-created for you – You can target posts by list – Treat everything as ultimately public
  • 17. Consider how it works Facebook The sole goal of Facebook: To keep people on Facebook.
  • 18. Consider how it works Twitter • The feed • Notifications • Hashtags @portermason, facebook.com/portermason
  • 19. Consider how it works Twitter • The feed – People see what’s just been posted – If they don’t happen to check when you post, they don’t see it – Caveat: retweets resurrect old posts
  • 20. Consider how it works Twitter • Notifications – Default settings – Direct messages – @-replies – Retweets – Favorites
  • 21. Consider how it works Twitter • Hashtags – Do a quick search – Join relevant ones – Don’t attempt to start your own lightly – Don’t become spam
  • 22. Consider how it works Twitter The sole goal of Twitter: To make you feel like you’re missing something when you’re not on Twitter.
  • 23. Do the hard work @portermason, facebook.com/portermason
  • 24. Do the hard work • Build to asks • One ask at a time • Be specific about what you ask for • Make things easy • Plan, coordinate, be persistent @portermason, facebook.com/portermason
  • 25. Do the hard work • Plan, coordinate, be persistent – Be ready to give people more to do when they ask – Plan to have conversations in public – Make your cause look inviting – Encourage event participants to post (and don’t overly worry about what they post) @portermason, facebook.com/portermason
  • 26. Thanks! And one last time: @portermason facebook.com/portermason
  • 27. P.S. Further reading • The Thank You Economy, Gary Vaynerchuk • The Networked Nonprofit, Beth Kanter • The Cluetrain Manifesto, several authors @portermason, facebook.com/portermason