Tapping Into Potential: Social Media For Non-Profits

Anne Craft CEO, UZoom Media

Gary Woodbury President & CEO, Michigan Dyslexia Institute

Social Media-What is it?

• A powerful tool• Part of an overall

communications strategy

Social Media-What isn’t it?

• Free• The end all and

be all

Michigan Dyslexia Institute

• The Challenge• The strategy

Michigan Dyslexia InstituteThe Strategy

• Social Media Policy• Facebook• Twitter

The StrategySocial Media Policy• What should be included?

– IT/email/Human Resources policies

– Your organizations personality

– The basics• Identification• Permanent record • Right to control content• Responsibility• Subjects off limits• Warning about sharing personal

info• Branding standards• Reputation management

protocol• Disciplinary action guideline for

violation

The Strategy Cont.Facebook• Customized profile

– Banner graphic– Custom tabs

• About MDI with Lead Cap for mailing list

• Camp Starlight Tab with lead cap for registration packet

• Donation tab with link to the donation page on MDI’s website

• YouTube

The Strategy Cont.Facebook Cont.• Causes

– Specific events– Birthday wishes– General causes

• Pay-per-click• A word about

testimonials: Video, written, and audio

The Strategy Cont.

Twitter• Customized profile• Things to tweet about

Dyslexia in the news

Fundraising drives & challenges

Links to your Facebook page, Flickr accounts, etc.

Congratulating other orgs. on successes

Community Events

The Strategy Cont.

Twitter Cont.• Keyword tracking and

response strategy• Building following

– Follow others– Join the conversation– Keyword

tracking/following• How to manage it

– Schedule tweets– Schedule for

response

How does it all integrate?

• Traditional media such as TV, radio, newspapers, magazines

How does it integrate cont.• Email

communications• Press releases• RSS• Newsletters• Blog• Website• Text/Mobile

communication and marketing

Gary Woodbury’s Perspective

• The process: things to consider

• Implications for updating processes and strategies to meet the demands of the digital age

• Hopes for the future