Slides to accompany a brief presentation on social media considerations for nonprofit, education organizations.

1. SNAPSHOT:
Leveraging Social
Media as an
Organization
July 2014
Cindy Kendall
http://tinyurl.com/social-media-orgs

2. Why?
Where?
Is it effective?
Considerations to
getting started!

3. Why?
• Fulfill mission
• Connect and
engage with
members
• Disseminate
information
• Provide value to
profession:
members and
nonmembers

4. Where?
• Where are your members?
• What kind of content do you
want to share?
• How easy to add content?
• How easy to manage?
• How will you gather analytics?
• How do you want to be
perceived and identified as an
organization?

5. Page or Group?

6. Page Group
Identity Act as the organization Anyone can create a group
Post Privacy Anyone can see Open, Closed, Secret
Audience Anyone can “Like” Available to anyone or only group
members depending on group
type; members can be
approved/deleted
Analytics Metrics available, able
to “boost” posts,
exportable data
Count of group members
Notifications All members automatically
receive notifications when
someone posts in group
Management Page owners, managers Group moderators
Read more

9. Effectiveness
Measures?
• Is your content reaching
your members?
• Do your members find it
valuable and helpful?
• What is the strategy your
content
contributors/moderators
use to share content and
connect with members?
• Do you review analytics?

10. Metrics and sample
benchmarks
• facebook likes, shares, and
reach; for example:
– 80% of posts reach at least
10% of likes (weekly analytics
report)
• twitter clicks, favorites, and
reach; for example:
– At least 25% of tweets are
retweeted (weekly analytics
report)
– At least 25% of tweets have a
minimum 5 clicks (weekly
analytics report)
– Tweets represent unique
content, retweets, and
mentions (look at a 3-5 day
sampling)

12. Twitter Analytics

13. Use a Content Manager

14. Considerations
• When is your audience online?
• Have multiple
moderators/administrators
• Understand each platform’s
algorithms and tagging protocols
and content interactions
• Consider leveraging 3rd party tools
as appropriate (e.g. tweetdeck,
buffer, hootsuite, IFTTT, analytics)
• Content will be accessed via
mobile device (phone, tablet) so
format appropriately
• Create a strategy for posting
appropriate to the environment
• Have a posting policy for
nonmoderator contributions, if
applicable

15. Next Steps
1. Determine audience
needs, interests, and
presences. How will
you add value?
2. Choose
environment(s)
3. Identify content focus
and interaction
strategies
4. Create
implementation and
monitoring strategies

16. http://tinyurl.com/social-media-orgs