Basics & Refresher Clinic

USING SOCIAL MEDIA
IN YOUR NONPROFIT
Jeanine D. Guidry
Executive Director, Arts in the Alley
Social media consultant

@artsinthealley

www.richmondartsinthealley.com

Our Focus Today
• Overview and Comparison
• Blogs/Tumblr
• Facebook
• Twitter
• Visuals: YouTube, Instagram, Vine

• Crowdfunding

@artsinthealley


BASICS: Tagging
• Hashtags = #
• Sometimes just called “tags”
• Used on Twitter, Instagram, Facebook, Tumblr, Pinterest
• File labels
• To make information easier to find

• Participate in discussions
• Narrow down the posts to read/track/consider

@artsinthealley


Blogs/Tumblr
• Original Part of Web 2.0
• Shortened form of “web log”
• Fast to update, requires little to no html knowledge
• Popular platforms: wordpress and blogspot
• Tumblr is an excellent option

@artsinthealley


Using Tumblr as your blog

Easy input for seven types of content: text, photo, quote,
link, chat, audio, video.

@artsinthealley


What makes a good blog?
• Compelling images and videos
• Links to other social media
• Minimum post of 1 per week
• Interactive in creating a community
• DON’T turn off comments

• DO respond to comments

@artsinthealley


Facebook Basics
• Personal profiles

- Never private, even if it is
• Groups
- great for coordinating efforts, communities
• Pages
- profiles for organizations, businesses, music educators,
schools, nonprofits, etc.

@artsinthealley


Facebook Best Practices
• Conversations: talk to people
• Post regularly
• ALWAYS respond (well, almost…)
• NEVER remove (well, almost…)
• Use photos

• Post information, not just marketing
• Post calls to action instead of fundraising appeals
• Fall back posts: inspirational quotes and facts, polls,

Instagram photos, Vine videos

@artsinthealley


Facebook goals: “likes” and comments
Do this

To accomplish this

Use “call to action” status updates

Get more “likes”

Use “community-building” status
updates

Get more “likes”

Use “call to action” status updates

Get more comments

Use “community-building” status
updates

Get more comments

“Call to action” status updates: soliciting the public’s help in specific
lobbying, advocacy, or volunteering efforts
“Community-building” status updates: promoting interactivity and
dialogue

@artsinthealley


Twitter: Basics
• 140 characters (120, really)
• Tools:
• # (hash tag) a way to organize information
• @ - direct reply or mention
• RT retweet - posting someone else’s message again

• DM Direct Message - sending a private message
• Tiny.url or bit.ly - url shorteners - a way to condense web

addresses and monitor click rates

@artsinthealley


Twitter: Best Practices
• Create a user-friendly Twitter handle (@you)

• Add a photo
• Find people you already know
• Find people in your area (#RVA, #NYC)
• Find organizations in your field
• Get a desktop or mobile client: Hootsuite
• Add Twitter handle to all your

signatures/sites/cards
• Read the bio of those who follow you
• LISTEN
@artsinthealley


Twitter goal: retweeting (& favoriting)
Do this

To accomplish this

Focus on others: use external
mentions and links

Tweets will be retweeted more
frequently

Use more complex tweets
(hashtags, mentions, links)

Tweets will be retweeted and
favorited more

Use more public education than
marketing tweets

favorited more

Use more call to action than
fundraising tweets

favorited more

Use photos instead of videos

Tweets will be retweeted more

Tweet more on weekends

favorited more

Use a dedicated campaign hashtag Tweets will be retweeted more

@artsinthealley


Twitter goal: conversation
Do this

To accomplish this

Keep tweets simple and short – few or
no hashtags, mentions, links, or
multimedia

Engage in conversation

Ask questions and use direct replies


Thank stakeholders for their input,
retweets, mentions, and actions


Ask stakeholders to retweet your
tweets


@artsinthealley


What We Can Learn From Large
Nonprofits’ Use of Twitter
@charitywater (use of images)
@American_Heart (providing info)
@LIVESTRONG (personal connections)
@RedCross (public service)

@artsinthealley


What makes a good tweet?
• Participate in conversations: ask questions and respond
• Use direct replies
• Use hashtags
• RT other tweets
• Builds up the community

• Provides/shares information
• Uses photos
• Inspirational quotes
• BUT: there is no one-size-fits-all

@artsinthealley


Bravo.
• Via @LIVESTRONG: @coachkirkham We offer lots of info on

•
•
•
•

palliative care for end of life/ terminal. Call or email. 1-855-220-7777
or http://bit.ly/lsform
Via @LIVESTRONG: Tech is helping people monitor #cancer pain.
Rate your levels w/ an app: http://bit.ly/Oy5DAi (Via @xeni)
Via @RedCross: We have lots of shelters open offering you relief
from the heat. web: http://bit.ly/aiVTx8 app: http://bit.ly/htG06O
Via @hrw: Why are the #Bahrain police tossing stungrenades at
journalists covering protests? http://bit.ly/NCZ6Qa #pressfreedom
Via @worldvision: @Krystalsbuble good question - at the link in the
original tweet, click on the "Apply Online" button at the top. Thanks!

@artsinthealley


What makes a bad tweet?
• Only promote your own events
• Automatic posts from Facebook
• Too personal
• Plain inappropriate
• Lack relevance

• Forget to turn off auto-tweet
• Talking at people

@artsinthealley


Ouch.
• Via @KennethCole: Millions are in uproar in #Cairo.

Rumor is they heard our new spring collection is now
available online at http://bit.ly/KCairo -KC

@artsinthealley


Visuals: YouTube
• Video an activity that captures the spirit of your

nonprofit
• Provide links
• Use slideshows with music if video footage is
scarce

@artsinthealley


YouTube – simple slideshow

@artsinthealley


Visuals: Instagram
• Easy way to include visuals
• Simple posting to Facebook, Twitter, Tumblr
• Create two accounts
• Use hashtags
• Arts in the Alley Instagram

@artsinthealley


Visuals: Vine (or Instagram video)
• 6 second videos
• Smartphone

• Quick
• Easy
• IDEAS:

- Storytelling
- Quick how-to video
- Show off your personality
- Show direct results
- Say thank you to donors
• A few examples
@artsinthealley


Making Twitter Easier to Use: Hootsuite

@artsinthealley


Using Hootsuite (or Tweetdeck)
• Don’t overuse the scheduling feature
• Be sure you can pause or cancel your messages at a

moment's notice
• Create streams for hashtags and keywords
• DON’T shorten your links through their tools – use bit.ly
instead

@artsinthealley


Social Media Case Studies
• Lewis Ginter
• HealthyLove Campaign
• Amnesty International
• Unicef: many platforms, and: use your website!
• Malaria No More: partnerships
• BP: this is why you SHOULD be on Twitter

@artsinthealley


Raising $$: Crowdfunding
• Indiegogo (Jeanine LIKES this one )
• Kickstarter (no guaranteed payout)
• Gofundme (no Paypal)
• Crowdrise
• YouCaring

Each has different characteristics – pay special attention to
the requirements for getting the money raised.
http://www.forbes.com/sites/chancebarnett/2013/05/08/top-10-crowdfunding-sites-for-fundraising/

@artsinthealley


Want to chat? Find me!
• Jeanine D. Guidry
• jeanine@richmondartsinthealley.com
• jeanineguidry@mac.com
• Facebook: artsinthealley
• Twitter: @artsinthealley

• Instagram: artsinthealley

@artsinthealley


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