A quick overview of the social media tools and tips that NGOs and organizations can use to create a strategy. A version of this presentation was given on April 1, 2013 during the Hadeer NGO Conference in Beirut. For more information or to request a consultation, kindly email me on mhijazi@onlinecollaborative.org

1. Social Media for NGOs
‫مواقع التواصل اإلجتماعي للجمعيات‬
By Mohammad Hijazi
with the help of Darine Sabbagh

2. About
Chief Collaborator, Online Collaborative
Social Media Consultant: Leo Burnett,
Accelerate Online, Cornerstone etc.
@mhijazi | mindsoupblog.com

3. What is Social Media?
Social media is the use of web-based
and mobile technologies to turn
communication into interactive dialogue.
It is a group of Internet-based
applications that build on the ideological
and technological foundations of Web
2.0, which allows the creation and
exchange of user-generated content.
‫مواقع تواصل اجتماعي تهتم بالتواصل بين‬
‫االصدقاء والمعارف واالشخاص ذوي االهتمامات‬
‫المشتركة وانشاء المجموعات وصفحات التواصل‬
.‫بين االشخاص‬

4. What is Social Media?

5. Importance - ‫أهمية‬
1. It is FREE ‫غير مكلفة‬ .1
2. Plenty new people out ‫جمهور جديد لن تتمكن‬ .2
there who’d like to get
to know you!
‫الوصول إليه‬
‫انتشار أوسع‬ .3
3. Higher visibility
‫تنمية العالقات مع‬ .4
4. Strengthen
relationships with
‫جمهورك الحالي الموجود‬
existing audiences who ‫على المواقع االلكترونية‬
are online
‫بناء شبكة تفاعلية مع‬ .5
5. You’ll be able to build fans‫ال‬
up an interactive, social
network of fans

6. ‫‪Social Media is NOT FREE‬‬
‫:‪You need‬‬ ‫لكي تقوموا بعمل جيد على‬
‫‪• Proper training‬‬
‫مواقع التواصل االجتماعي‬
‫تحتاجون ل:‬
‫‪• Someone monitoring‬‬ ‫• التدريب الصحيح‬
‫‪• Strategy‬‬ ‫• شخص يراقب‬
‫‪• Time Involvement‬‬ ‫• إستراتيجية‬
‫• وقت‬
‫‪• Online Advertising‬‬
‫• االعالن على شبكة‬
‫االنترنت‬

7. More importantly – ‫واألهم‬
1. Get valuable feedback and insight into ‫التعرف أكثر على جمهورك من‬ .1
who your audiences are
‫خالل ردود األفعال‬
2. Make your content shareable and create – ‫القدرة على نشر المحتوى‬ .2
a snowball effect
snowball effect
3. Make it easy for people to find your ‫سهولة الوصول األشخاص‬ .3
organisation on multiple online platforms
– and point them to your website for full
‫المهتمين لمؤسساتكم وأخذهم‬
details ‫لمواقعكم االكترونية‬
4. Easily stay up to date with what people
‫مواكبة اخر األحداث والتطورات‬ .4
talk about ‫التواصل مع مؤسسات أخرى تهتم‬ .5
‫بنفس المواضيع واألهداف‬
5. Easily stay in touch with other
organisations in your local area or ‫توظيف متوطوعين أو موظفين‬ .6
sector – and mutually support each
other
6. Recruiting staff or volunteers is easier
through social networks

8. Objectives – ‫األهداف‬
• Why are you on social media?
• to attract volunteers?
• to raise funds?
• to make the public aware about your campaign and
mission?
• to involve the public in your campaigns?
‫• لماذا تستخدمون مواقع التواصل اإلجتماعي؟‬
‫الستقطاب المتطوعين؟‬ •
‫لجمع التبرعات؟‬ •
‫لتوعية المجتمع حول حمالتكم واهدافكم؟‬ •
‫إلشراك المجتمع في حمالتكم‬ •

9. Target Audience
‫الجمهور المستهدف‬
• Who is your demographic?
• Where are they present the most?
• Can you access them through social media?
• 0 - 13 years: No
• 13 – 30 years: Very active
• 30 – 50 years: Moderate to low activity
• 50+ years: Very hard to target
• Which language do they speak/read the most?

10. Monitoring – ‫المراقبة‬
• Google Alerts
• Google Alerts is a free Google service that allows you to
monitor results for certain keywords and terms in real-
time…
• You can use to monitor what is being said:
• about you
• your industry
• your campaigns
• Do no forget about common spelling mistakes and your
brand name variations
• http://www.google.com/alerts

11. Monitoring – ‫المراقبة‬
• Google Alerts
• Google Alerts is a free Google service
that allows you to monitor results for
certain keywords and terms in real-
time…
• You can use to monitor what is being
said:
• about you
• your industry
• your campaigns
• Do no forget about common spelling
mistakes and your brand name
variations
• http://www.google.com/alerts

12. Monitoring – ‫المراقبة‬
• Social Mention
• Social Mention is a social
media search and analysis
platform that aggregates user
generated content from
across the universe into a
single stream of information
onsite or via RSS.
• With Social Mention you can
monitor overall or channel by
channel.
• http://www.socialmention.com

13. ‫‪Social Media‬‬
‫‪Tools‬‬
‫أدوات مواقع‬
‫التوصل االجتماعي‬

14. Facebook
• For my organization, should I create a:
• Profile: No – that’s against Facebooks Terms of
Service and people will be creeped out when you add
them.
• Group: Depends – if you are using it to organize your
team and volunteers or prepare and brainstorm for an
event
• Page: YES! – ideal for organizations and businesses
and allows uses to like or follow your updates

15. Facebook Pages

16. Facebook Pages

17. Facebook Pages

18. Facebook Pages

19. Facebook Pages

20. Facebook Pages

21. Facebook Pages

22. Twitter
Followers – ‫أشخاص يتابعونك‬
Following – ‫أشخاص تتابعهم‬
Your followers open the door for re-tweets and mentions
‫األشخاص الذين يتابعونك يساهمو في نشر المتوى من خالل الرتويت والمنشن‬
People you follow are ones you can engage with and eventually become
followers
followers ‫األشخاص الذين تتابعهم أرض خصة لفتح منقاشات وحورات والهدف جعلهم‬

23. Different People
discussing the
same topic –
excellent potential
to interact
‫أشخاص يغردون عن‬
‫موضوع معين – فرصة‬
‫ممتازة للتفاعل مع الفئة‬
‫المستهدف التي تهتم بنفس‬
‫المواضيع‬
#Hashtags – creating categories of interest
‫#الهشتاغ –تندرج تحت موضوع معين‬

24. Tweet mentioning
touch
@touch ‫تغريدة تذكر‬
Reply from touch
@touch ‫إيجابة من‬
Interact - ‫تواصل‬
Favorite
Building relations – ‫بناء عالقات‬ ‫تغريدة مفضلة‬
Retweet
Reaching External Network– ‫نشر‬ ‫رتويت‬
‫المحتوى خارج شبكتي المحدودة‬

25. The Big Fat
Guide To
Lebanese Twitter
Users
http://beirutspring.com/blog/2011/11/
10/%E2%9D%8A-the-big-fat-guide-
to-lebanese-twitter-users/

26. Linkedin
• Professional Social Network
• Can be used to:
• Meet new funders and donors
• Meet new volunteers
• Get new ideas
• Get in contact with other organizations
• Reach a professional demographic
• Give your organization a professional appeal

27. Linkedin – Personal

28. Linkedin – Company

29. ‫مدونة – ‪Blog‬‬
‫‪A blog (a portmanteau of the term web log) is a discussion or‬‬
‫‪informational site published on the World Wide Web and‬‬
‫‪consisting of discrete entries ("posts") typically displayed in‬‬
‫‪reverse chronological order (the most recent post appears‬‬
‫.)‪first‬‬
‫" مدونة " هي التعريب األكثر قبوال لكلمة ‪blog‬اإلنجليزية التي هي نحت من كلمتي‬
‫‪Web log‬بمعنى سجل الشبكة. والمدونة تطبيق من تطبيقات اإلنترنت يعمل من خالل‬
‫نظام إلدارة المحتوى، و هو في أبسط صوره عبارة عن صفحة وب تظهر عليها تدوينات‬
‫(مدخالت) مؤرخة و مرتبة ترتيبا زمنيا تصاعديا، تصاحبها آلية ألرشفة المدخالت‬
‫القديمة، و يكون لكل مدخل منها عنوان دائم ال يتغير منذ لحظة نشره يمكن القارئ من‬
‫الرجوع إلى تدوينة معينة في وقت الحق عندما ال تعود متاحة في الصفحة األولى للمدونة.‬

30. • Blog Title
• Date Header
• Post Title
• Timestamp
• Permalink
• Post
• Author Name
• Category/Label/Tag
• Comments
• Sidebar

31. Blogging Tools
• Blogger: www.blogger.com
• Wordpress: www.wordpress.com

32. Lebanon
Aggregator
www.lebanonaggregator.com

33. Other Social Networks
• Instagram: Photo sharing mobile application
• Youtube: Video sharing and viewing website
• Pinterest: a brainstorming tool that allows you to
collect things from the internet and organize them
• Foursquare: A mobile application that tell people
where their friends are

34. Social Media Explained

35. Facebook Advertising
• Get more people to see your campaign or like your
page
• Extremely detailed targeting
• Several types of ads
• Reach more people much cheaper than traditional
media
• Detailed measurement

36. Facebook Advertising

37. Social Media =
• All about listening to your audiences
‫• اإلصغاء إلى جمهورك أو الفئة المستهدفة‬
• Building up trust and relationships with audiences
‫• بناء الثقة والعالقات مع الجمهور‬
• NOT just another place to advertise your listings
‫• ليست وسيلة فقط وسيلة جديد لإلعالن – على المحتوى أن يكون شيق‬
• About showing the human side of your organization
‫• تسليط الضوء على األهداف اإلنسانية في مؤسساتكم‬

38. Crisis Management
• Expect anything and ‫• توقعوا أي شيء وكل شيء ولكن كونوا‬
everything – but be ready to ‫دائما على استعداد للجواب‬
answer
Positive - ‫• إيجابي‬
Negative - ‫• سلبي‬

39. Crisis Management

40. Crisis Management

41. See criticism as an
opportunity
• Don’t try to delete or
remove criticism (it will
just make it worse)
• Listen to your detractors
• Admit your
shortcomings
• Work openly towards an
explanation and
legitimate solution

42. Be Personal
• Don't shout (?). Don’t
be extra formal.
• Speak like yourself –
and join the
conversation
• Start a conversation–
give people something
they can relate to.
• Most importantly: Be
yourself

43. Content Calendar
Social media editorial calendars create a cohesive
layer to a content strategy.
A content Calendar Typically has the following
features:
• post date
• social channels
• post content
• image
• link

44. Content Calendar

45. Integrated Campaign
‫حملة متكاملة‬
• Your social media campaign should be
aligned with your marketing strategy.
‫• يجب أن تكون حملتك على وسائل االعالم االجتماعية‬
.‫متناسقة مع استراتيجية التسويق الخاصة بك‬
• This includes your traditional
communications (TV, radio, billboard,
newspaper, radio, PR) and social media
and email marketing.
• Branding and design must also be
consistent.

46. Local Case Studies
‫دراسات المحلية‬
• Be7ke
• Donner Sang Compter
Both nominated for Beirut’s Social Media Awards

47. Be7ke?

51. Donner Sang Compter

54. Questions?
Thank you!
Blog: www.mindsoupblog.com
Email: mhijazi@onlinecollaborative.org
Twitter: @mhijazi

55. Resources
• The Twitter Guide Book :‫دليل توتير‬
• http://www.slideshare.net/NaeemaZarif/the-twitter-guide-
book-101-7937568#btnNext
• Social Media Tactics for Non-Profits:
• http://www.slideshare.net/chadnorman/50-social-media-
tactics-to-help-nonprofits-meet-their-mission
• http://www.slideshare.net/chadnorman/50-more-social-
media-tactics-for-nonprofits
• Friend- and Fund-raising in the Digital Age
• http://www.slideshare.net/chadnorman/using-social-media-
for-strategic-friend-and-fundraising-for-nonprofits