The document discusses staffing and budgeting considerations for social media success. It recommends allocating staff time to social media, with larger organizations dedicating full-time employees. It also suggests gradually increasing social media budgets over time, allocating funds for personnel, video creation, monitoring tools, strategy development, Facebook services, graphics support, and paid social platforms. The presenter provides typical budget scenarios and emphasizes basing budgets and staffing plans on a thoughtful social media strategy.
Debra Askanase: Staffing and Budgeting for Social Media Success
1. Staffing and Budgeting for
Social Media Success
Presented by Debra Askanase
Digital Engagement Strategist
Social Media for Nonprofits Boston, May 20,
2. About Debra Askanase
Former executive
director, organizer, busin
ess consultant
Digital Engagement
Strategist for mission-
driven organizations
debra@communityorganizer20.c
om
@askdebra
19. The trend is to budget
“The number of respondents allocating some budget (>$0)
grew from 47% (2010) to 52% (2011) to 54% (2012) over 3
years.”
http://nonprofitsocialnetworksurvey.com/download.php
20. Yearly budget for social
presence 20
http://nonprofitsocialnetworksurvey.com/download.php
27. 3 budget scenarios
Item Minimum Prepping for
Success
Supporting
Success
Personnel .25 time .5 time 1+ FTE
Video $300/year $1,500/year $2,500+/year
Social media monitoring $0 $300/month $500 - $1,000/month
Strategy In-house - $0 Consultant develops
strategy, $2,000 +
Plan + ongoing support
$5,000+
Facebook services Free services plus
one customization
$300 - $500
$500 - $1,000/year
(customization, mini-
campaign)
$1,500 - $2,000/year
Paid social media
services (Flickr Pro,
backup)
No paid services $500/year $1,000+/year
Graphics support DIY or
purchase/training for
graphics
$200/year
Mix of graphic designer
and paid service $300-
$850/yr
$850 - $2,000/year
28. Checking your list 28
Sufficient staff time
Realistic salary for staff
Realistic budget for line
items to support
strategy
Staffing structure
30. Staffing and Budgeting for
Social Media Success
Presented by Debra Askanase
Digital Engagement Strategist
Social Media for Nonprofits Boston, May
Hinweis der Redaktion
Methodology: Results are based on an online survey of 462 VerticalResponse customers (123 non-profit organizations and 339 small businesses). The survey was conducted between Sept. 17, 2012, and Oct. 5, 2012.
Social media examiner survey: 3,813 participants. The largest group who took the survey work for small businesses of 2-10 employees (34%) followed by the self- employed (21%). Twenty percent of people taking the survey work for businesses with 100 or more employees. Most participants (57%) were based in the United States. Followed by Canada (9%), United Kingdom (9%) and Australia (5%).