How to Empower Your Staff to be the Voice for the Organization in Social Media
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Transcript of How to Empower Your Staff to be the Voice for the Organization in Social Media
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How to Empower Staff to be the Voice for the Organization
through Social Media Danielle Brigida | National Wildlife Federation
Farra Trompeter | Big Duck
AMA Nonprofit Marketing Conference July 17, 2013
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@farra | @bigduck @starfocus | @NWF
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What we’ll discuss • The evolving definition of ‘spokesperson’ • How social media has changed the game • Ways to empower your staff • Resources
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Who speaks for your nonprofit?
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When the media calls?
Image © channel17.org
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When the board has a question?
Image © connectioncafe.com
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When a donor sends a note?
Image © uwaystan.org
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When a celebrity wants to interview you?
Image © usmagazine.com
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When an advocate wants to do more?
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When a candidate applies for a job?
Image © chooseust.org
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When a crisis happens? Image © NWF/publicnewsservice.org
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Your ideal spokesperson…
• Is passionate about your mission • Understands what you do • Trusted to speak without a lot of approval • Will be respected and can stay calm • Speaks clearly and simply • Is generally available
http://www.ereleases.com/prfuel/choosing-a-press-spokesperson-for-your-nonprofit-organization/
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How has social media changed the game?
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Then vs. Now
#amanp http://www.conversationprism.com
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Every staff person is a brand ambassador
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Ways to empower your staff
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Train staff about your brand
http://fightcolorectalcancer.org/
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Create social media guidelines
http://www.slideshare.net/tammygordon/aarp-social-guidelines2010
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Create social media guidelines
hhttp://www.slideshare.net/tammygordon/aarp-social-guidelines2010
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Teach privacy settings
https://www.facebook.com/help/459934584025324/
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Find & encourage your internal ‘social media evangelists’.
http://socialmediatoday.com/jasonmillerca/281057/empower-employees-brand-champions-social-media
Send a survey to staff. • Do you have a Twitter account and/or
Facebook profile? • What blogs do you read and comment on
regularly? • Are you engaging in LinkedIn group
discussions? • Do you like to share images on Pinterest
or Instagram?
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Use tools to share, collaborate.
http://yammer.com
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Have a point person, process for negative comments.
http://group.tnt.com/Images/20100901_TNT_Social_Media_Guidelines-English_tcm177-523534.pdf
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Recruit by sharing your culture
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Exhale. Mistakes will happen.
http://mashable.com/2011/02/16/red-cross-tweet/
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Resources
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Helpful articles • Social Media for Nonprofit CEOs—How one Executive Director manages it
http://www.bigducknyc.com/social_media_for_nonprofit_ceos_how_one_executive_director_manages_it
• Empower Employees as Brand Champions in Social Mediahttp://socialmediatoday.com/jasonmillerca/281057/empower-employees-brand-champions-social-media • Employment Branding: The NPR Case http://www.nonprofithr.com/employment-branding/
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Contact Danielle [email protected] twitter.com/starfocus linkedin.com/in/daniellebrigida slideshare.net/starfocus
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Connect with NWF nwf.org blog.nwf.org facebook.com/NationalWildlife twitter.com/NWF
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Contact Farra [email protected] twitter.com/farra linkedin.com/in/farra slideshare.net/farra
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Connect with Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck
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