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Staffing and Budgeting for
Social Media Success
Presented by Debra Askanase
Digital Engagement Strategist
Social Media for Nonprofits Boston, May 20,
About Debra Askanase
Former executive
director, organizer, busin
ess consultant
Digital Engagement
Strategist for mission-
driven organizations
debra@communityorganizer20.c
om
@askdebra
You gotta prep for success
Staff support
http://www.flickr.com/photos/elanaspantry/3811903195/in/photostream/
4
FTEs, time and roles
Success factor 5
http://nonprofitsocialnetworksurvey.com/download.php
Dedicated staff
No social presence:
No staff or budget 6
http://nonprofitsocialnetworksurvey.com/download.php
Staff time allocated for
social media 7
http://nonprofitsocialnetworksurvey.com/download.php
Staff time by role and size
of org
http://www.nten.org/research/download_it_staffing_2012
8
Staff time by tech type of
organization
http://www.nten.org/research/download_it_staffing_2012
9
6+ hours/week 10
http://www.verticalresponse.com/blog/non-profits-investing-more-time-money-
social-media/
Business comparable:
Weekly time commitment 11
http://www.socialmediaexaminer.com/social-media-marketing-industry-
report-2012/
12
http://nonprofitsocialnetworksurvey.com/download.php
Social media channels
correlate to hours available
http://www.socialmediaexaminer.com/social-media-marketing-industry-
report-2012/
13
How do they all connect?
http://www.flickr.com/photos/santos/2252824606/in/photostream/
14
What department makes
sense? 15
http://nonprofitsocialnetworksurvey.com/download.php
It’s not what it’s
called, it’s your approach
16http://nonprofitsocialnetworksurvey.com/download.php
How would you put community
in the center of your org?
Community
Executive
staff
Developmen
t
Programs
17
communications
Budgeting for success
http://www.flickr.com/photos/ladymixy-uk/4189535985/in/photostream/
18
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
Yearly budget for social
presence 20
http://nonprofitsocialnetworksurvey.com/download.php
Yearly budget for
in-house social networks 21
http://nonprofitsocialnetworksurvey.com/download.php
NPOs are paying for social tools
http://www.verticalresponse.com/blog/non-profits-investing-more-time-money-
social-media/
http://www.flickr.com/photos/25084516@N03/4302226855/in/photostream
/
Staff
Consultants
Software
Cloud services
Hardware
Online campaigns
Promotion
Graphic design
Video editing
Putting together your budget
(Pro tip…)
A successful budget is
based on a thoughtful
strategy
24
Salary benchmarks
http://www.nten.org/research/download_it_staffing_2012
25
Typically outsourced
marketing services
http://www.socialmediaexaminer.com/social-media-marketing-
industry-report-2012/
26
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
Checking your list 28
 Sufficient staff time
 Realistic salary for staff
 Realistic budget for line
items to support
strategy
 Staffing structure
I’m always available to
answer follow-up
questions!
Email: debra@communityorganizer20.com
Website & blog:
communityorganizer20.com
Twitter: @askDebra
Slides: slideshare.net/debask
Linkedin: linked.com/in/debraaskanase
Telephone: (617) 682-2977
Staffing and Budgeting for
Social Media Success
Presented by Debra Askanase
Digital Engagement Strategist
Social Media for Nonprofits Boston, May

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Debra Askanase: Staffing and Budgeting for Social Media Success

Hinweis der Redaktion

  1. 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.
  2. 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%).