Do non-profits need to use Social Media or is just some fad? Well, yes and yes. Learn about Social Media and develop a strategy for using it. Also, set goals and evaluate your ROI.

1. Social Media for Non Profits:
Latest Craze
or
Lasting Strategy?

2. In one word…
Yes!
© 2011, Stern Data Solutions, Inc.

3. What do you want to take away
from today’s presentation?
 Please introduce yourself
 What’s your Social Media question?
© 2011, Stern Data Solutions, Inc.

4. Social Media
 What is Social Media?
 The big three plus one
 Facebook
 Twitter
 LinkedIn
 Google Plus
 Who is using it?
 Who isn't?
 Are you?
© 2011, Stern Data Solutions, Inc.

5. Why you would use SM
 Establish your brand
 Raise awareness for your cause
 Establish familiarity
 Build a community
 Be where your friends, fans, donors, and peers are
 Get in front of the search engines
 Become a thought leader
© 2011, Stern Data Solutions, Inc.

6. Thought Leader
 Original research
 State the obvious
 Pass along something interesting
 Toot someone's horn
 Keep issues alive outside of a crisis
 Giving, not selling
© 2011, Stern Data Solutions, Inc.

7. Getting Started
 Establish an online base
 Blog
 Facebook Page (NOT Profile)
 Landing Page
 Develop a communications plan
 Stick with the plan
 But don't be a one-note pony
 Be interesting
 Be funny, sometimes
 Be SOCIAL
© 2011, Stern Data Solutions, Inc.

8. Who produces the content?
 Social Media is a publication
 You don’t let just anyone write your website or brochures
 Same for SM
 You may want to team up with some heavy SM
users on your staff or volunteer pool to help “fit in”
© 2011, Stern Data Solutions, Inc.

9. Your Facebook Page
 Interesting content
 Fresh
 Call to action
 Click here to donate
 Learn more
 Links to specific landing pages on your website
 Can present different views to those who haven’t yet liked
you – a “welcome” page
 Recent changes on Facebook
 Stats
© 2011, Stern Data Solutions, Inc.

10. Facebook Ads
 The other side of privacy
 Target exactly those you want to reach
 By Zip, Age, Occupation, etc.
 Where do your donors live? What else do they like?
 Pay per click, so focus on the ad’s target. Is it compelling?
Will you convert?
© 2011, Stern Data Solutions, Inc.

11. Get it out there
 Leverage the social networks of your friends, fans,
volunteers, donors
 Be social
 Always thank a retweeter, linker, or mentioner
 Always respond to comments
 Use multiple networks, but don't slave them together
 Post content appropriate for the medium
 Do not just echo tweets on Facebook
© 2011, Stern Data Solutions, Inc.

12. Evaluate your ROI
 Set a goal and measure your results
 Klout, PeerIndex, Twitsprout
 Google Analytics on landing pages
 Website analytics on your “base”
 Hits going up?
 Where are they coming from?
 Are you converting?
© 2011, Stern Data Solutions, Inc.

13. Best Practices
 When
 What
 Repeat but vary
 Do not sell. Do inform, with a call to action.
 Check out the free webinars from reputable sources
© 2011, Stern Data Solutions, Inc.

14. Recommended Webinars
 Social Media is BS
http://www.hubspot.com/webinars/social-media-is-
bs/?source=blogtwitter-social-media-is-bs-20111014
 The Science of Social Media
http://smsci.danzarrella.com/
© 2011, Stern Data Solutions, Inc.

15. Don’t get in trouble
 Update your employee manual to have social media policies
 Also applies to Board and volunteers
 Who speaks for your organization? That needs to be clear.
 Never badmouth anyone
© 2011, Stern Data Solutions, Inc.

16. Follow me
 Twitter: @SDS52
 Facebook: http://on.fb.me/sdstern
 Website (base): http://www.sterndata.com
 LinkedIn: http://linkedin.com/in/sdstern
steve@sterndata.com
773-203-7491
Steven D. Stern
© 2011, Stern Data Solutions, Inc.