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How NGOs can use Social Media

                      United Nations
          Department of Social and External Affairs
                      19 March 2010



                  slideshare.net/farra

Farra Trompeter
@farra * farra@bigducknyc.com
What is
social media?
It’s about reaching and connecting people
traditional media    social media




   Encyclopedia         Wikipedia
   Brittanica

 New York Times       TechCrunch

  Print newsletter   eNewsletter, Twitter,
                     Facebook
http://www.web-strategist.com/blog/2010/02/28/a-sense-of-scale-social-networking-by-the-
numbers-video/
Why should my
 NGO care?
Maybe you shouldn’t…
Social media is not…
•  Free
•  A silver bullet for fundraising
•  An opportunity to control your message
•  An opportunity to tell everyone what you think
•  Inherently appealing and cool to millenials
•  An alternative to clear messaging/mission
That said…
Social media is…
•  Pretty low cost
•  Growing by leaps and bounds
•  An opportunity for conversation
•  A great way to reach certain audiences
•  A complement to the messages you’re sharing
   through other channels
http://www.idealware.org/sm_survey/download.php
Average social network user = 37
                                                                          Feb 2010




http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
http://www.internetworldstats.com/stats.htm
http://www.vincos.it/world-map-of-social-networks/
http://radar.oreilly.com/2010/03/facebook-users-from-asia-or-middle-east.html
Why do people participate?
•  Keeping up with friendships
•  Making new friends
•  Succumbing to social pressure from
   existing friendships
•  Paying it forward
•  The altruistic impulse
•  The prurient impulse
•  The creative impulse
•  The validation impulse
•  The affinity impulse
                                        Source: Groundswell (book)
How do people participate?




http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
How do people participate?




http://www.gauravonomics.com/blog/forrester-report-on-social-technographics-in-india/
How do people participate?




http://www.forrester.com/Groundswell/profile_tool.html
Great!
So now what do I do?
Start by listening




                     © robertcarlsen
Listening Online

Set up Google alerts, Technorati search, Twitter search, etc.
http://socialmedia-listening.wikispaces.com/Tools

    •  Your name and people connected to your organization
    •  Your organization’s name
    •  Program or event names
    •  Peer/competitor names and program/event names
    •  Your tagline or other key phrases
    •  URL for any web properties (main website, blog)
    •  Related issues/topics
    •  Common misspellings
                                                Source: Beth’s Blog, Beth Kanter
Select the tools based on goals + audience,
          and what you can manage.




                                      © BoomeraATV
http://beth.typepad.com/beths_blog/2010/02/reflections-social-media-and-ngo-workshop-in-
india.html
Managing Social Media




http://www.slideshare.net/AmberNaslund/ebook-social-media-time-management-2618863
Be nice, share, and say thank you.




                                © OMP Production
should be
more conversation,
 less marketing
If you want people to care, make it about
   them… not you!




http://www.angelamaiers.com/2008/09/my-twitter-enga.html
Help the community connect.




                              © parentprojectmd
Bring all your online communications together.




                                         © fhoke.com
Expand your definition of success
•    Increased awareness of your cause
•    Shift in your org’s reputation
•    New and repeat program participants, activists, donors
•    Increased requests for your programs
•    Pageviews/clicks/comments/fans/etc.
•    New email addresses/contact info
•    Signatures/actions taken
•    Dollars raised
•    Mentions online
Example
Resources
Resources
• NTEN: We Are Media
    http://www.wearemedia.org
•   Social Technographics
    http://blogs.forrester.com/groundswell/
•   Beth’s Blog: Social Media and NGO/CSR Workshop in India
    http://bit.ly/aHcpbV
•   Frog Loop: Build Your Own Listening Dashboard
    http://bit.ly/3JIwZ
•   Using Social Media To Meet Nonprofit Goals
    http://www.idealware.org/sm_survey/download.php
•   Nonprofit Social Media Benchmark Study
    http://www.e-benchmarksstudy.com/socialmedia/
Let’s stay in touch
        bigducknyc.com/blog
        bigducknyc.com/blog/?author=6

        linkedin.com/in/farra

        facebook.com/bigduck
        facebook.com/farratrompeter
        twitter.com/bigduck
        twitter.com/farra

        slideshare.net/farra

       farra@bigducknyc.com
Thanks!




© Jeremy Crow

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How NGOs can use Social Media