The document summarizes a presentation on using social media for nonprofits. It outlines setting goals and doing an audit of social media presence. It emphasizes creating engaging content tailored to different platforms, showing data through visuals like infographics, and tracking metrics to demonstrate return on investment. The takeaways stress the importance of an editorial calendar, cross-promotion, learning from failures, keeping content local and relevant, having a sense of humor, and gaining management support.

1. ASA 2013
Social Media for Nonprofits
Patti Shea @pattijshea
Social Communications & Strategy Manager

2. If You’re Not Socializing, You’re Missing Out.
@pattijshea

3. Setting Goals & Doing a Social Audit
1. What are your goals?
2. Do you have content? Do
you have the means/budget
to create it?
3. Where are you going to
socialize? Do you have the
means/people to do it?
4. If you’re not going to invest
time, don’t waste anyone
else’s.
5. You will fail.
6. Try everything to see what
sticks.
@pattijshea

4. Content Is King
• Have a sense of humor!
• Know your audience.
• It doesn’t need to be in depth.
• Make sure you consider all
platforms.
• Think it through … and outside
the box.
• If all content is local, make
experience local.
• Don’t shoe-horn in promotions.
@pattijshea

5. Show Don’t Tell
• You have the data … now show it.
• Infographics are the No. 1 shared content on social
platforms.
• Instagram, Pinterest, Facebook … approach ‘em
differently.
• Be thrifty but legal.
• Be timely & relevant.
• Build in budget &
design into strategy.
• Have Plan B, Plan C
ready … and expect
them to fall through.
@pattijshea

6. Three Little Letters … ROI
• If you do not have the ability to track social
reach and engagement, conversations,
influencers, membership acquisitions,
purchase via social platforms, don’t do
anything else until you do.
• Use campaign codes. Know where
engagement is coming from and where it’s
been.
• Sure you had 1.5 million YouTube views but
what did that get you?
• Know your influencers. Create profiles.
• Do you know what sticks?
• Make sure company/organization leaders
know what the investment is and expected
return. Don’t assume they know.

7. Takeaways
• Track, track, track. No metrics, no knowledge.
• Encourage sharing.
• Editorial calendar.
• Plan ahead.
• Cross-promote!
• If you fail, fail hard.
• All content is local, so keep it local
• Have a sense of humor. It goes far with users.
• Be timely, be relevant, be engaged.
• Unless you work for NASA, this isn’t rocket science.
• Get management buy in.
• Do it right and you will be successful!
@pattijshea

8. Where to Find Us
/company/aarp /aarp
/aar /aarp
p
/aarp /aarp_official
Patti Shea @pattijshea
Social Communications & Strategy Manager