Workshop/discussion at the University of Washington Center for Leadership in Athletics as part of a "Chalk Talk" series.

1. SOCIAL
MEDIA
AMY HIROTAKA, OUTREACH COORDINATOR
COMMUNITIES CONNECT NETWORK
FOR OUTREACH, ENGAGEMENT, &
FUNDRAISING
WORKSHOP AT THE UW CENTER FOR
LEADERSHIP IN ATHLETICS, JUNE 14, 2012

2. USAGE TRENDS
Number of adult Twitter users on a typical day has doubled
since May 2011 (source http://pewresearch.org/pubs/2276/twitter-typical-day-smartphones)
• 15% of online adults use Twitter
• Youth tend to use Twitter less (older data from 2010 says
around 7-8% of users 12-18)
95% of teens are online, 80% of those use social media (source
http://pewinternet.org/Reports/2011/Teens-and-social-media/Part-2/Section-1.aspx)
• 20% reveal that peers are “mostly unkind” on social media
– much higher than adults at 5%

3. USAGE TRENDS:
SMARTPHONES
Nearly half of all Americans have a smartphone. (source:
http://pewinternet.org/Reports/2012/Smartphone-Update-2012.aspx)
• 49% of African Americans report using a smartphone
• 49% of Latinos report using a smartphone
Lowest number of smartphone adopters: older Americans.
• Only 13% of cell phone users 65+ report using a
smartphone
City of Seattle reports high mobile phone ownership (source:
http://seattle.gov/tech/indicators/docs/2009_TechAccessAndAdoptionInSeattleReport.pdf)
• Mobile phones more prevalent in communities of color
and immigrant/refugee households than computers

4. OUTREACH &
ENGAGEMENT
Outreach Engagement
1. Who is your audience?
2. Where do they live on the Internet?
3. What do you want to accomplish? What’s your goal?

5. OUTREACH &
ENGAGEMENT
Example:
Increase enrollment in new program
Partner organizations promote your activities
Form online partnerships with similar organizations
Proactively use Twitter and Facebook to retweet and cross-post events
and items/links of mutual interest

6. OUTREACH &
ENGAGEMENT

7. FUNDRAISING
Outreach & Engagement $$$
Story first, ask second.

8. FUNDRAISING
Engage your
audience with
photos, videos,
and contests.

9. FUNDRAISING
Recognize your
donors online.

10. ANALYTICS AND
MEASUREMENT
Great resource for measurement and analytics:
http://www.bethkanter.org/learning-analytics/

11. ANALYTICS AND
MEASUREMENT
What are your goals?
Remember SMART goals:
Specific
Measurable
Attainable
Relevant
Timely
How will you measure those goals?

12. MEASUREMENT AND
ANALYTICS
Source: Beth Kanter

13. TOOLS FOR
MEASUREMENT
Facebook Insights is available through your organizational
page, if you have enough
followers.https://www.facebook.com/insights/
Twitalyzer is a free tool that helps you assess your influence
and reach.
http://www.twitalyzer.com/
Mashable lists 5 free social media analytics spreadsheet
tools – awesome
resources.http://mashable.com/2012/02/09/social-media-
analytics-spreadsheets/

14. MANAGING MULTIPLE
ACCOUNTS
Hootsuite! http://hootsuite.com

15. MY #1 (AND 2 AND 3)
TIPS
Do your best to be:
1. Consistent
• Initial goal: post 3-4x per week
• Followers will come to expect posts and tweets
2. Relevant
• Stay on topic
• If it’s not relevant to your org, don’t post it (even if you
haven’t met your consistency goal!)
3. Entertaining
• Be witty, be funny, be yourself! (Except not too much. If
you have to pause and ask yourself if a post or tweet is
appropriate, it probably isn’t.)

16. MORE RESOURCES
Beth Kanter
http://www.bethkanter.org/
Facebook for
Nonprofitshttps://www.facebook.com/nonprofits
Idealware
http://idealware.org
Nonprofit Technology Network
http://www.nten.org/
NPower Northwest
http://npowernw.org
Pew Internet and American Life
http://pewinternet.org/