This document provides best practices for using social media for nonprofits and activism. It outlines opportunities on various social media channels like Facebook, Twitter, Pinterest, Instagram and YouTube. It discusses getting started by selecting usernames, posting regularly to engage followers, and using tools to manage multiple accounts. Personal branding is also covered to position individuals as experts. Resources for local groups and nonprofit blogs are listed.
1. Social media & Activism
BEST PRACTICES
Prepared for women’s studies – nonprofits & activism
cerritos college – feb 2014
Chris Lam – Cup of Joe Social – chris@cupofjoesocial.com - @thechrislam
3. Opportunities and Listening
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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What are your nonprofit’s goals?
Prospective and active donors engagement
Visibility
Fundraising
Website traffic
Reputation management
Email/info capture
Event info
LISTEN
Google yourself, your brand, your
competitors, keywords (hashtags), partners
Can you use use these comments to start
outbound conversations? (FAQ?)
ENGAGE
4. Why bother with social media?
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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I have a big mouth. I’m online and
mobile.
70% of online adults will listen/look to
their network for recommendations.
55% who engaged with causes via
social media have been inspired to
take further action.
Hundreds of millions of videos are
watched each month on mobile
devices
Take control of your identity online
across platforms
Position your organization as a leader
in the field, cause, your product
5. AllYou Can Eat Doesn’t MeanYou Should
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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6. Getting Started:Tom Cruise Landgrab
Tools (pick one):
Namecheck.com
Knowem
YES: Make it easy to remember.
@cerritoswomen
FB.com/cerritoscollegewomensstudies
NO: Do not make me work to find you.
@cerritos_women6789
FB.com/studyofwomencerritos
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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7. Channel: Facebook Page
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Customize page URL:
https://www.facebook.com/username
Take advantage of the analytics
FB Nonprofit Program:
https://www.facebook.com/nonpro
fits
Donors and fans use this to connect
to their personal network;
recommendations
FBAds – Power Editor revamped
8. Channel:Twitter
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Tweet this in less than 140 characters:
Share what you know
Updates on your org, team, services
Engage – pull; reply/RT relevant posts
Looking for people or other orgs?
Twellow.com
WeFollow.com
Frequency & Quality:
TEST – 50/50?
Depends on community and interest
9. Channel: Pinterest
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Set up your business page:
http://business.pinterest.com/
Build out your Boards
Allow users to discover new products, brand
Events
Donors, volunteers (permission-based)
Resources
Use your Pins to drive traffic back to
you and to your donation page
Ripple Effect
10. Channel:YouTube
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Customize your Channel
YouTube Nonprofit Program:
http://www.youtube.com/nonprofits
Donate button (Campaigns)
Call to action
Live streaming
Keep your videos short or break them
up into Parts
Keeping your titles, tags consistent
Include your link (website) within the
description, above the fold!
11. Channel: Instagram
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Figure out the goal(s) for this channel
Another great way to showcase
visuals for your cause
Use hashtags
Tag the correct handles
Be strategic about photo quality
12. Management & Monitoring
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Use a management dashboard tool
to help schedule, monitor, and
analyze your posts:
Hootsuite
Buffer
Sprout Social
Spredfast
Tweetdeck
Schedule out evergreen posts
FAQ messages
Clinic hours
Seasonal tips
Call to action posts
Requests for donations
13. Personal Branding – PositioningYOU
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Allows you to take control of your
identity online across platforms
Google yourself
How do you want to present yourself in the
online space?
Connect with people you know/knew
and those you don’t know (yet)
Experts in your field
People with similar interests
Causes or Groups
Family and friends
Colleagues
GETA JOB (or a lead)
14. Channels:Twitter and Facebook
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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What are you doing?
Reading the news & disseminating
information
Following experts
Networking
Linking their blog posts, syncing FB & LI
You decide whether your
account/handles are going to be your
PERSONAL account or if it’s going to
be a free-for-all
Personal voice vs Professional voice
Privacy settings
No drunk photos – NEVER x 1000!
Facebook Page and Groups options
HR searches
15. Channel: LinkedIn
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Professional networking manager
Connect with coworkers and
colleagues
Join like-minded groups
Jobsearch
This is your professional business card
Customize your URL:
www.linkedin.com/in/chrisylam
www.linkedin.com/in/socialfeminist (your
name, snappy phrase, etc.)
16. Resources
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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News/Daily Beat/Blogs
Frogloop
Simply Zesty
Mashable
The NextWeb
NPTech For Good
Nonprofit Marketing Blog (Nonprofit for Good)
Local Groups
Social Media Club LA - @smc_la – Disclosure: I’m a Board member!
Connect OC (Facebook Page)
Center for Nonprofit Management
So Cal Grantmakers
17. Questions?
Cerritos College - Women's Studies - Feb 2014Chris Lam - chris@cupofjoesocial.com - @thechrislam
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Thank you!
Chris Lam
Cup of Joe Social
chris@cupofjoesocial.com
@thechrislam
(626) 869-6006