6. UNDERSTANDING SOCIAL NETWORKS
“Organizations don’t have to create… social
networks; they exist all around us in a variety
of forms. Networked Nonprofits strengthen
and expand these networks by building
relationships within them to engage and
activate them for their organizations’
efforts. Networked Nonprofits also know how
to identify, reach, and cultivate the
influencers in their social networks, which is
the key to growing very big quickly and
inexpensively.” (Fine and Kanter, 2010)
8. WHAT STINKS ABOUT SOCIAL MEDIA?
– Time investment
– New communication
platform
– Always evolving
– Participation in new
technology
– Transparency
– Loss of control
11. CRAWL
CHARACTERISTICS
² Not using social media
consistently
² Resistant to change
² Struggle with control
AREAS OF
IMPROVEMENT
FIRST STEPS
² Need basic marketing
1. Develop
plan (i.e. branding, print
communications
materials, online
strategy (audience,
outreach, etc.)
goals & objectives,
etc.)
² Leadership-driven
change in culture to
2. Listen & develop online
adopt online
presences
engagement
3. Leadership initiated
discussion about
engagement
12. WALK
CHARACTERISTICS
AREAS OF
IMPROVEMENT
FIRST STEPS
² Using 1 or more
social media
platforms, but not
consistently
² Learn & use best practices
1. Low-risk pilot program
to demonstrate ROI
² Online presence
connected to
marketing goals
² Need to link to campaign,
program(s), objective(s)
² Focus on 1 – 2 social
media platforms
² Need to link goals,
objectives, and activities
² Need to identify audiences
² Collect data for
measurement
2. Build implementation
capacity internally
3. Create/revise social
media policy
4. Integrate and
document
measurement data
13. RUN
CHARACTERISTICS
AREAS OF
IMPROVEMENT
² Strategic use of multiple
social media tools
² Need more
sophisticated
measurement tools
FIRST STEPS
1. Social media staff
trains & coaches other
org staff
² Part time or full time staff
for digital communications ² Find ways to increase 2. Research more
more involvement
sophisticated
² Board using social media
from staff across the
measurement data,
in governance
organization
tools, and processes
² Social media usage
integrated throughout org
3. Evaluate, revise
strategies
² Has developed
relationships &
technology integration
4. Share success stories
with other orgs
14. FLY
CHARACTERISTICS
² Embracing culture of learning
² Use social media data to help the leadership guide decisions
² Demonstrate clear and compelling results
² Networked with other organizations showing similar success
² Internalized social media communication best practices including:
² Strategy
² Implementation
² Integration
² Evaluation
16. “This is not the first time that nonprofit
organizations and fundraisers have had to
adapt to new technologies. The radio,
television, newspapers, telephones, fax
machine, and direct mail have all affected
how we raise money. Some of the new
methods that have evolved are more
successful than others, and not all of them
have been used with equal success by all
nonprofits.”
- Ted Hart and Michael Johnston in
Fundraising on the Internet
17. 10 TIPS FOR USING SOCIAL MEDIA
1. Social media
is A tool not
THE tool
18. 1. OUR COMMUNICATIONS TOOLBOX
Every generation brings us new technology… adapt or die!
Traditionalists
Postal
Mail
Boomers
Generation X
Television
Phone calls
Facebook
Websites
EEmail
newsletters
Email
Millenials (Gen Y)
Social
Media
Websites
Mobile
Generation Z
???
19. RELATIONSHIPS DON’T CHANGE
– Cultivate, steward, and solicit
– Recognize
– Multi-channel communications
– Meet one-on-one
– Develop ambassadors
– Use social media as stewardship,
not for solicitation
– Effective database
20. 10 TIPS FOR USING SOCIAL MEDIA
1. Social media is A
tool not THE tool
2. Social media is a
plant
3. Add value
4. Two way street
5. Stewardship
21. 5. PROSPECTING, CULTIVATION &
STEWARDSHIP
NEW DONORS
direct mail, events
ANNUAL DONORS
Direct appeals, volunteer
involvement
MAJOR DONORS
Personal relationships
Committee and board
involvement
PLANNED GIFTS
Personal relationships &
involvement
Could be anyone!
22. 10 TIPS FOR USING SOCIAL MEDIA
1. Social media is A
tool not THE tool*
6. Philanthropy’s
next generation
2. Social media is a
plant
7. It ain’t free
3. Add value
8. Not everyone
“Diggs” social media
4. Two way street
9. Selling social
media
5. Stewardship*
10. Have a plan
23. 10. HAVE A PLAN
Set Purpose(s)
Goals & Objectives
Tools & Strategies
Implementation
Evaluation
26. IDENTIFY PURPOSE(S)
q Learn more about social media
q Reach a different demographic
q Connect more with a current
demographic
q Access other research or
resources
q Promote brand/event/idea/
product
q Communicate
q Share your story
q Other?
27. GOALS & OBJECTIVES
q Increase website traffic
q Sell more product
q Share ideas
q Learn about resources in
your field
q Promote an event or idea
q Develop your brand
q Test ideas
q Other?
28. TOOLS AND IMPLEMENTATION
• Blog
– How often will you blog?
– What will you blog about?
– Who will blog?
• Twitter
– How often will you tweet?
– What will you tweet
about?
– How will you track?
– Who will you follow?
– Who will tweet?
• Facebook
–
–
–
–
Profile/Group/Page
Who will manage?
Facebook Ads?
Will you link to Twitter? Ping?
• LinkedIn
–
–
–
–
Group and subgroups?
Who will you invite to join?
Who will be admins?
How often will you post?
29. IMPLEMENTATION
q Who will manage your social media?
q Who will contribute to your social
media?
q
q
q
q
Board members
Staff members
Volunteers
Stakeholders
q Way to tell your organization’s story
q Ask questions
q Solicit dialogue
30. EVALUATION EXAMPLES
q Record website hits
q Track with Bit.ly or tinyurl
q Use hashtags to track posts
q Facebook Ads
q Feedburner/ Feedblitz
q Record/note how many people:
q Become a fan/ Join a group
q Send links
q Recruit other friends
q Promote on their profile,
blog, website
q Cost: Care2 ROI calculator
q Action taken
32. WHY?
– Insurance – professional &
personal
– HIPAA
– Not for the majority
– Set boundaries
– Protection for users
– Protect organization
– Professional standard
33. EXTERNAL POLICY
– Users outside the
organization (i.e. patients,
volunteers)
– What is appropriate
– What is inappropriate
– Purposes for using social
media
– Not platforms for medical
advice
– Post publicly
– Research samples
34. INTERNAL POLICY
– Target audiences: Staff,
board, volunteers
– More insurance
– What is in/appropriate
– Set boundaries
– Share at orientation
– Represent the organization
– Research examples
35. MORE SPECIFICS
–
–
–
–
–
–
–
–
Highlight there is no reasonable expectation of privacy
Communications are not secure on social media
Social media use on company time vs. personal time
Use on computers, smart phones, etc.
Connect with additional policies (i.e. code of conduct)
Prohibit discriminatory language
Use personal disclaimers - “views reflect my own opinion”
Policy on how supervisors can search for staff info online
36. THE HIPAA PRIVACY RULE
The HIPAA Privacy Rule protects the patient’s
protected health information which is, “all
individually identifiable health information held or
transmitted by a covered entity or its business
associate, in any form or media, whether electronic,
paper, or oral.” 45 C.F.R. 160.103
Penalties for violating protected health information
(PHI):
Fines of $100 - $250,000
Prison time
37. HIPAA TIPS: THE DOS
– Each social media platform has unique risks
– Develop policies before you need them
– Post generally about research, treatments, &
conditions
– Pause to think about tone before posting
– Separate personal & professional accounts
– Educate staff and volunteers
– Consider all who may read your posts
– Understand info can go viral quickly
– Make full use of privacy settings
– Use photo release forms whenever possible
– Report violations
– When in doubt, leave it out
38. HIPAA TIPS: THE DON’TS
–
–
–
–
–
–
–
–
–
Even hint at patient identification
Share ANY patient medical info
Say something you wouldn’t say face-to-face
Connect with patients on social media (reference
policy)
Rely on common sense
Invite others to post on your behalf
Forget to review policies annually & at orientation
Post any negative remarks about patient or
colleagues
Forget that social media platform owns the info
once posted
39. THE TRICKY PART
If a patient discloses
his/her personally
identifying information
= ok
Result:
HIPAA’s
confusing!
If administrator of social
media discloses same
patient’s information
= not ok
41. A FEW BEST PRACTICES
– Post signage about
photographs
– Educate, orient, and practice
– Evaluate, revise, and re-train
– Use confidentiality
agreements, photo releases
– Share knowledge & successes
– Same rules as if being in the
hallways
42. POLICY EXAMPLES
– The Nonprofit Social Media
Policy Workbook
(Idealware)
– Social media resources
for healthcare
professionals: http://
ebennett.org/hsnl/hsmp/
– Social Media Governance
Policy Database
– Social Media Strategy
Workbook: The 12-Step
Guide to Creating Your
Social Media Strategy
– The Nonprofit Policy
Sampler (BoardSource)
43. 5 THINGS TO DO TODAY
1. Make a plan
2. Watch other orgs
3. Attend trainings & ask
for support
4. Invite participation
5. Support new ideas
44. ü There is NO judgment about where your organization
falls on the spectrum. Social media is a process!
ü Social media is as much art as it is science.
ü Social media is always evolving – emerging technology
is always changing as is our learning.
ü Ten Tips to Using Social Media are a foundation for
any social media.
45. PRINT RESOURCES
– 7 Tips to Avoid HIPAA Violations in Social Media
– Social Media, Health Care Privacy, and Your
Employees: 7 Tips to Avoid HIPAA Violations and
Employee Claims
– Fundraising and the Next Generation
– The Networked Nonprofit
– Measuring the Networked Nonprofit
– Mobilizing Youth 2.0
– The Complete Facebook Guide for Small
Nonprofits
– Twitter Jump Start:The Complete Guide for
Small Nonprofits
46. ONLINE RESOURCES
– Socialbrite.com
– IdealWare
– Mashable.com
– Nonprofit Technology Network (NTEN)
– Alltop Nonprofit
– Beth Kanter: http://beth.typepad.com/
– Social Media Plan Outline: www.ideaencore.com
– www.delicious.com/coloradononprofithelpdesk
47. Emily Davis, MNM
EDA Consulting LLC
(720) 515-0581
emily@emilydavisconsulting.com
emilydavisconsulting.com
emilydavisconsulting.com/blog
Facebook.com/emilydavisconsulting
twitter.com/edaconsulting
linkedin.com/in/emilylariedavis
WHO
Nonprofits & Philanthropy
WHAT
Communications
Governance
Philanthropy
HOW
Speaking & Training
Facilitation
Consulting
Hinweis der Redaktion
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