Social Media for Beginners

Leveraging Social Media and Web 2.0 for Nonprofits

We Are Media Project:The Social Media Starter Kit for Nonprofits

Visit the WeAreMedia wiki for additional resources and to connect with other nonprofit social media practitioners via http://www.wearemedia.org

Funded by the Surdna Foundation

Objectives

• What

• Why

• Benefits

• Strategy

• Tactics

What is Social Media?

Using the Internet to instantly collaborate, share information, and have a conversation about ideas and causes we care about.

Powered by ..

It is a conversation between people

Supporters

Clients

Audiences

Donors

And those donors too!

Brand in control

One way / Delivering a message

Repeating the message

Focused on the brand

Educating

Organization creates content

Audience in control

Two way / Being a part of a

conversation

Adapting the message/ beta

Focused on the audience / Adding

value

Influencing, involving

User created content / Co-creation

TALK CONVERSATIONS

Source: Slide 10 from "What's Next In Media?" by Neil Perkin

Some differences in tactics

And guess what?That conversation is …

Not Controlled

Not Organized

Not On Message

SOCIAL MEDIA USE IS GROWING

http://www.flickr.com/photos/dotpolka/34311984/

Social Media use up 230% since 2007

66% of Americans use a Social Network Site

41% of those 50+ visit monthly

90% of those aged 18-34 visit monthly

19% use social networks for professional purposes

43% of social media users visit sites more than once per day

Source: Simmons 2010 Social Networking Report

Not everyone is a social media user

Social is not slowing down ….

Online MediaBroadly speaking, the top 1,000 media sites fall into two categories

Publisher MediaPublisher Media Social MediaSocial Media

• Social Media took the lion’s share of the 2.1 trillion page views made at the top 1k media sites last year, nearly doubling 2007 PV volume

Page View ShareShare of all page views at the Top 1,000 Media sites, December 2007 – 2008

15%

85%

Publisher Media

Publisher Media

Social MediaSocial Media2008

Welcome to the Social World

What if

What happens?

www.wearemedia.org | Building the Buzz | Holly Ross | NTEN | holly@nten.org

CASE STUDY IN BUZZ

http://tweetsgiving.org/• $10,000• 48 hours• 364 donations• 3,000 gratitude tweets• 40% from twitter + 30%

direct visits + 9% search + 6% Facebook and StumbleUpon = 85% of all visits

How do we balance conversation and talk?

A social media strategy map helps your organization think through objectives, audience, content, strategy, tools, and measurement to support your organization’s communications and Internet strategy.

Objective

•What do you want to accomplish with social media?

•Describe how your social media objective supports or links to a specific goal from your organization’s communications plan

http://www.flickr.com/photos/wili/214316968/

Give Your Social Media Objective An IQ Test!

To draw political attention to ongoing genocide in Darfur by delivering 1 million postcards to be sent to Obama within his first 100 days in office

Audience

•Who must you reach with your social media efforts to meet your objective? Why this target group?

•Is this a target group identified in your organization’s communications plan?

•What do they know or believe about your organization or issue? What will resonate with them?

•What key points do you want to make with your audience?

http://www.flickr.com/photos/cuellar/57473280/

What are they doing online?

One Wayemail

search engineads

SocialListening

ConversationConnecting

HomebaseWeb Site

AudienceObjective

Integration with Internet Strategy

GenerateBuzzShare

Story

Listen

Community Building &

Social Networking

Tactical Approaches

Tactical Approaches

Community Building &

Social Networking

GenerateBuzz

More time

10hr 15hr 20hr

ShareStory

Tactical Approaches and Tools

Listen

Listening is knowing what is being said online about your organization and your field.

http://www.flickr.com/photos/niclindh/1389750548/

A few listening tools …

• What decisions will you link your listening to?

• What key words will you use?

• How will share or summarize what you learn from listening with others in your organization?

Listening

Key Words Are King!

Twitter Search

Listening leads to participation

Participation

• Who is empowered to respond and in what circumstances?

• How will you address negative comments or perceptions?

• What is the goal of your participation?

Less about tool, more about technique

• They’ve paid you a compliment

• Valid client complaint• If information is

incorrect• If you have something

of value to offer

RespondRespond Don’t RespondDon’t Respond

• Trolls• Competitors• Not you

Organizational Development Concerns

•Acceptable Use•Business Voice and Personal Voice•Coordination with communications, HR, legal, and IT•Management tolerance, participation, endorsement•Safe zones for experimentation•Balance "quick and candid" with "thoughtful and professional”

Holly Ross

NTEN

holly@nten.org / ntenhross

www.wearemedia.org

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