Are you ready to be a social organization? Nonprofits that excel in social media communication and engagement are also fully social organizations, and understand that internal social media capacity affects external activities. In this webinar, we’ll look at the four internal assets needed to fully optimize social media as an organization: social media staffing structure, an internal social culture, becoming a networked nonprofit, and a social media policy.
4. Today’s Speaker
Debra Askanase
Founder and Engagement Strategist
Community Organizer 2.0
Assisting with chat questions: Hosting:
Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis Partnership
A Service
Of: Sponsored by:
5. Bringing Social Inside
Social media staffing, culture, and policies
Presented by Debra Askanase
Digital Engagement Strategist
Community Organizer 2.0
16. Social media channels used,
dependent on hours available for social
http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/ 16
22. Social media budgeting
“The number of respondents allocating some budget (>$0)
grew from 47% (2010) to 52% (2011) to 54% (2012) over 3
years.”
Overall 2009 2010 2011 2012
budget
None: 56% None: 53% None: 48% None: 46%
<$25K: 33% <25K: 36% <$25K: 44% <$25K: 34%
2012 Nonprofit Social Networking Benchmark Report 22
23. Amount budgeted for maintaining a
community social presence
2012 Nonprofit Social Networking Benchmark Report 23
24. Amount budgeted to maintaining
in-house social networks
2012 Nonprofit Social Networking Benchmark Report 24
25. Items to budget for:
choose your list of ingredients
Staff
Consultants
Software
Cloud services
Hardware
Online campaigns
Promotion
Graphic design
Video editing
http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream/ 25
26. Typically outsourced marketing services
http://www.socialmediaexaminer.com/social-media-marketing-industry-report- 26
2012/
27. A “minimum viable” social media presence
Minimum Prepping for Success strategy
success
Personnel .25 time .5 time 1+ FTE
Video $500/year $1,500/year $2,500+/year
Social media monitoring $0 $300/month $500 - $1,000/month
Strategy In-house - $0 Consultant develops Plan + ongoing support
strategy, $2,000+ $5,000+
Facebook services Free services plus $500 - $1,000/year $1,500 - $2,000/year
one customization (customization, short
$300 - $500 campaign)
Paid social media online No paid services $500/year $1,000+/year
services (Flickr Pro,
backup)
Graphics support DIY or Mix of graphic $850 - $5,000/year
purchase/training for designer and paid
graphics service $300-$850/yr
$200/year
27
28. Social media policy
http://www.flickr.com/photos/southernjaywalker/4587416258/ 28
29. Social media policies: thoughtfully
guiding interaction & communications
http://www.edf.org/about/social-media-guidelines-edf-employees 29
30. American Red Cross family of guidelines
and policies
http://www.scribd.com/AmericanRedCross 30
31. Informing staff’s personal use of social
media
http://www.scribd.com/doc/97831071/Personal-Social-Engagement-
31
Guidelines-2-0
32. Handbook for field units
http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-
32
units
33. Handbook for field units
http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-
33
units
34. Handbook for field units
http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-
34
field-units
35. FAQs for the social engagement team
http://www.scribd.com/doc/88776038/Social-Engagement-Team-FAQ 35
36. It’s only important when it needs to be
http://www.buzzfeed.com/mjs538/red-cross-employee-accidentally-tweets-from-
36
the-of
38. What one blogger can set off
http://embodiedtorah.wordpress.com/2012/07/18/why-my-blind-son-is- 38
returning-from-camp-ramah-in-canada-a-month-early/
39. Response procedures in place
http://www.dansoschin.com/wp-content/uploads/2012/02/Generic-Social-Media- 39
Assessment.jpg
40. “Minimum viable” response preparation
and procedures
• Monitor the interwebs
• Rapid internal communications system in place
• Authorization to respond
• Understanding social media culture by channel
• Response: public (important) & private
• Active social media channels in use for responding:
respond where it starts, & where the conversation is
taking place
• Response time: < 24 hours ideally
• Is your organization able to solve the problem or
appease?
40
43. Social media policies and guidelines:
resources for you
• http://www.idealware.org/smpolicy (workbook)
• http://darimonline.org/smpw (workbook for Jewish orgs)
• http://pinterest.com/askdebra/social-media-policies/
(Pinterest board of resources and sample policies)
• http://www.slideshare.net/SMinOrgs/social-media-
policies-and-more-checklist-guidance (checklist and
guidance)
• http://socialmediatoday.com/ralphpaglia/141903/social-
media-employee-policy-examples-over-100-companies-
and-organizations (compilation of >100 policy examples)
43
49. Wrapping up: Do you have everything in
place to accomplish what you want?
Enough dedicated staff time
Staffing structure
Realistic budget
Responsive procedures
Social media policies
Culturally ready to soar
49
50. I’m always available to answer follow-up
questions!
Email: debra@communityorganizer20.com
Website: communityorganizer20.com
Blog: http://communityorganizer20.com
Linkedin: linked.com/in/debraaskanase
Twitter: @askDebra
Other slides: slideshare.net/debask
Telephone: (617) 682-2977