This is a presentation I created for the CHNA meeting on April 25, 2012.

1. Social Media for Social Good:
How Nonprofits Can Harness the
Potential of the Social Web
April 25, 2012
CHNA
J Campbell Social Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com

2. Social media – what is it?
 Any online technology or practice that people use to
share (content, opinions, insights, experiences,
perspectives and media).
 REAL interactions in REAL time.

3. Is social media just a fad?
 Facebook had 845 million monthly active users at the
end of December 2011 and 483 million daily active
users on average.
 Twitter now has around half a billion registered
profiles, with over 100 million in the USA alone.
 Collectively, Twitter users now send 175 million tweets
every day.
 As of February 9, 2012, LinkedIn operates the world’s
largest professional online network with more than 150
million members in over 200 countries and territories.
 In January 2012 Pinterest had 11.7 million unique U.S.
visitors, making it the fastest site ever to break through
the 10 million unique visitor mark.

4. Social media is a cocktail party
 Mingle and chat.
 Laugh and listen to
amazing stories.
 Don’t be a wallflower.
 Do not be the guy with
the lampshade on his
head.
 Do not oversell or
come on too strong!
 Each “party” (network)
has it’s own etiquette
and rules.

5. Facebook 101
 The place where people go to connect/reconnect with
friends and family.
 People come to Facebook to make personal
connections and to have fun.
 Strategy – Help supporters feel more connected to your
organization; show them who you are as individuals;
help them connect to each other.
 Share “behind the scenes” photos and videos, ask
questions, share compelling statistics and success
stories.
 Easy, light, fun. Include media with all posts – links,
photos, videos.

6. Twitter 101
 A space where people share the content that excites
them, in short 140 character bursts.
 The link reigns supreme!
 Strategy – Don’t get too personal; share the best content
you can find; drive traffic to your website; get people to
“ReTweet” your content; follow people who have lots of
followers and ask them to spread your message.
 ReTweet, Thank – create good Twitter karma.
 Statistics, quotes, links. Be creative!

7. LinkedIn 101
 A professional network where people go to build
networks and connect to resources.
 Strategy – Unlike Facebook, people actually want to talk
about work and work issues on LinkedIn. Longer,
wordier responses, more professional tone.
 Look for potential employees and volunteers, share
professional networking events, Board opportunities,
join Groups and ask questions and start discussions.
 Very good for donor prospect research, recruiting
volunteers and staff members; also promoting thought
leadership on an issue.

8. How should social media be used?
 Integrate – Don’t treat social media as something
separate from other marketing and fundraising
initiatives. It doesn’t work in a silo.
 Amplify – Use social media to create awareness for and
amplify your content housed in other places.
 Repurpose – Taking content that appears in one form
and twisting it in ways that make it more available to
another audience is a secret to success!
 Build community – Build an online community of
ambassadors and advocates.
 Learn – Listen and learn and build your confidence.
One step at a time!

9. Ideas for generating content
• Industry blogs, • Events,
newsletters, anniversaries,
websites celebrations,
birthdays
• Google Alerts &
New York • Email newsletter
Times alerts • Tie current
events to your
• Competitors cause/issue
• Success Stories • Read everything
• Inspirational and follow
quotes everyone!
• Reached a goal • Figure out what’s
working for
• Want input on other nonprofits
an issue and adapt it!

10. Julia’s Social Media Philosophy
Social media is a TOOL
– it is not a silver bullet.
In other words, you still
need a good product
or compelling cause
to get people to care.)
Integrate it with an
overall marketing
campaign, just as you
would other tools
(direct mail, newsletter,
website, ads).

11. Julia’s Social Media Philosophy
Not all social media channels
are right for your
nonprofit.
Pick and choose. Do a few
well than many poorly.
QUALITY over QUANTITY –
one quality Facebook post
per day (or every few days)
is worth more than 100
posts that are perceived as
spammy.

12. To learn more
 www.johnhaydon.com
 www.bethkanter.org
 www.nonprofitorgsblog.org
 www.hubspot.com
 www.jcsocialmarketing.com

13. Questions, comments, feedback?
 Email: julia@jcsocialmarketing.com
 Website: www.jcsocialmarketing.com
 Cell: 978-578-1328
 Twitter: @skullsflying
 Facebook: www.facebook.com/jcsocialmarketing