Intro to social media
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Social Media:Introduction to the Tools
@highwayt & @MNAonline
Allison TreppaDirector of Marketing & CommunicationsMichigan Nonprofit Association [email protected]
• Website: www.MNAonline.org • Blog: http://MNAonline.wordpress.com • Twitter: @MNAonline• Facebook: www.facebook.com/MNAonline• LinkedIn: search for Michigan Nonprofit
Goals for Today
• Discuss social media plans• Explore how to use social media
applications (RSS, Facebook, and Twitter specifically) to further your cause
What’s Different Today?
Source: Slide 10 from “What’s Next in Media?” by Neil Perkin
Flickr: Hamed Saber
Your supporters are the message
You Need a Road Map…
Creating a Strategy Map
A social media strategy map helps your organization think through objectives, audience, strategy, tools, and measurement to support your organization’s communications and Internet strategy.
How do we integrate our social strategy with our communications plan?
Source: Inside Obama’s Social Media Tool Kit
What are the top 6 social media fears?
1. Loss of control over your organization's branding and marketing messages
2. Dealing with negative comments3. Addressing personality versus organizational
voice4. Fear of failure5. Perception of wasted of time and resources6. Suffering from information overload already,
this will cause more
Look at each one and brainstorm how you might turn it around...
It depends on your audience• Facebook• Twitter• LinkedIn• Flickr • You Tube• Blogs
Great Resource: Beth’s Blog:http://beth.typepad.com/
Beth Kanter’s 8 Principles for Using Social Media
Flickr photo by CyboRoZ
1. Listen2. Engage3. Relationships with influencers4. Make it easy to remix
and distribute5. Staff time and expertise6. The right metrics7. Small pilots and reiterate8. Assess organizational culture
Flickr photo by Melolou
What does it mean to listen?
Flickr photo by Fe llya
What does it mean to engage?
Flickr photo by timoni
August 20, 2009 Email from C.S. Mott Foundation
Flickr photo: laiklosse
Let’s Talk Facebook
• What’s Your Goal? What do you want to share here?
• Experiment and try, try again– Tagging a person– Adding photos– Suggesting to friends– Promoting other channels
• Frequency goal – what works for you? – What do you have time for?– What kind of new content can you regularly
generate?– Consider the day and time of the week (or
night/weekend)• Track how you promote your Facebook
page– Do you see any changes in insights?
Measuring Results (from Beth Kanter)
• Significant spike in domain searches for 2009• Algeria, Ethiopia, and Uruguay all experienced the
largest increases.• Demographically, there were increases in older users,
the 35-45 age group, and the 45-54 age group.Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
Flickr photo by Shovelling Son
What’s up with Twitter?
• What’s Your Goal? What do you want to share here?
• Twitter’s own personality• Experiment and try, try again
– Sharing photos– Linking to other resources– Acknowledging donors/volunteers– Promote upcoming events/recruit
Figure Out What You Tweet
Beth Kanter’s Tweet Types:• Retweets of others• Share Links w/Brief Comment• Live Tweeting• Closing the Triangle: (This is a
network weaving technique of introducing people in your network.)
• Crowdsourcing Questions: (I use this when I'm developing training materials, particularly for case studies or sometimes for demos of Twitter as a crowdsourcing tools. Usually I ask a question, and try to get people to answer in another place like a google document or wiki.)
• Bytes of Wisdom or humor: (I share some geek humor now and then. I also share some meta reflections or wisdom about what works or doesn't work in using social media for nonprofits.)
• Searches for Twitter continue to rise sharply.• Increases in Twitter searches are occurring across the board from the
US, to Europe, to Asia, to Africa, and the Middle East.• Females now search for Twitter more than males.• Significant increase in searchers from 0-17 year olds, and thus, those
with less than a high school diploma.• An increase in searchers in the income brackets of $25,000 to $74,999
Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
Redefining a Peer Group• The trusted “peer group” is
changing to include both “real-life” and online friends, blog writers, reviewers, Twitter followers, etc.
• Blogs and social media have emerged as key trusted and inspirational sources to discover brands and products
Flickr photo: maxymedia
Reality Check• Most nonprofits are missing the basics.
• Basics include:– Website– Good email marketing– Telling good stories– Saying thank you– Becoming a trusted source for others
• Then move onto:– Facebook– Twitter– Other social media
Flickr photo: andrewcoulterenright
This is NOT your only website:
This is also your website:
Getting Linked In
Flickr photo by Matti Mattila
• Major increase in searches• Much of that increase is due to continued high domain
search traffic in the US and India.• Younger, less educated, and less wealthy audiences are
increasing in their searches for linkedin.com.Source: Ignite Social Media: http://www.ignitesocialmedia.com/2009-social-network-analysis-report/
What do you do?
Flickr photo from DC Central Kitchen
• Photos can be uploaded to sites like Flickr, tagged, grouped, and shared
• Tagging allows photos to be organized by subject matter
• Groups allow multiple users to upload photos that share a common theme
Flickr photo from Thomas Hawk
• A blog is a contraction of the term “web log,” meaning an online journal or log comprised of multiple entries posted by the user. The entries are generally displayed in reverse chronological order
• A blog can contain thoughts, ideas, photos, video, audio, links to other web sites, and forums in which discussion can take place through comments
• A blog can easily act as a hub of an organization’s accounts/presences and facilitate relationship building MNA Blog
• A blog can also contain a fundraising widget for raising money
Nuts About Southwest Blog
Let My People
Flickr photo: zinesklavos
• Shorten URLs– Use www.bit.ly to shorten URLs
for your tweets and Facebook updates
• Facebook Metrics– Beth’s Blog www.bethkanter.org Flickr photo: nigelmaine
Great Website www.nonprofitmarketingguide.com
Another Great Book
Order Here: www.MNAonline.org/bookstore.aspx
A Great Resource for Basic Videos: