Intro presentation given to volunteer coordinators for non-profits. Volunteer Connect. March 14, 2012.

1. INTRO TO SOCIAL MEDIA
FOR NON-PROFITS
Workshop for Volunteer Connect
March 14, 2012
Colleen Miller

2.  Overview
 Definition, Types
 Demographics
D A  Major Players
E NUP
G -
 Twitter
 Facebook
A HE LINE  Google+
T  LinkedIn
 Tools, Tips, Techniques
 Resources

3. QUICK POLL
• What social media
networks are you using?
• Or which ones would you
like to be?
• What are your success
factors?
• Or what would you like
your results to be?

4. SOCIAL MEDIA
Definition:
 Using communications technologies (Web &
mobile) to engage in interactive conversations
and share information.
 Social media is not a fad or trend.
 With increased access to the Web and use of
mobile phones and tablets – social media
continues to grow.
 It’s now an ingrained part of how people relate,
socialize, volunteer and work together.

5. KINDS OF SOCIAL MEDIA
There are multiple social media sites, with numerous activities.
 Blog platforms (Tumblr, WordPress, TypePad)
 Social bookmarking (StumbleUpon, Reddit, Delicious)
 Question-and-answer sites (Quora)
 Forums / Collaboration (Google)
 Music (Pandora, Spotify, iTunes)
 Gaming (Zyna)
 Documents / Content (SlideShare, Scribid)
 Video (Vimeo, YouTube)
 Photo – (Flickr, Photobucket)
 Location – (Foursquare)
 Social networks – (Facebook, Google+, LinkedIn)
 Twitter ecosystem – (Twitter, Twitpic)

6. A SNAPSHOT
One Minute on Web:
Every 60 seconds in social media, two million videos are
viewed on YouTube, 700,000 messages are
delivered by way of Facebook, 175,000 tweets
are generated, and 2,000 Foursquare check-ins
tell the world where we are.*
Venture Beat

7. WHY SOCIAL MEDIA?
Changing Society
 Pew Internet & American Life Project* finds:
 Fully 65% of adult Internet users now say they use a
social networking site like MySpace, Facebook or
LinkedIn, up from 61% one year ago. This marks the
first time in Pew Internet surveys that 50% of all
adults use social networking sites. (Aug. 2011)
 14% of users say that connecting around a shared
hobby or interest is a major reason they use social
media. (Nov. 2011)
 Internet users over age 50 (especially women)
flocking to social media (Aug 2010)
*PewInternet.org

8. WHY SOCIAL MEDIA?
Changing Demographics
Millenials*
 Born between 1978-1992.
 Grown up with MTV, blogs, Facebook &
MySpace, texting.
 Volunteerism required in middle and high
school – teen volunteerism doubled
between 1989 -2005; college volunteerism
increased 20% between 2002 -2005.
 But different in approaching volunteerism
and activism – inconsistent or
intermediated.
*Source: The Networked Nonprofit, Beth Kanter & Allison H. Fine.

9. L D
OR
W
E
TH
G E
E R AT CH AN
I TT T E RS
TH
T W C HA R AC
40
1

10. TWITTER
 History – SMS/Text
 Timely!
 140 Characters (includes
spaces & punctuation)
 Links URL Shorteners –
tiny.url, bit.ly or twitter itself
 Content: quick updates,
reminders, sharing links, news
articles, events, organizing with
volunteers, contests.
Visit Twitter’s About Page
Video

11. TWITTER TERMS
 Tweets – Messages You Sent.
 Following – People You Follow (Subscribe to).
 Followers – People Who Follow You (Get Your Tweets).
 Lists – Groups of People on Twitter that You Follow – Could Arrange by
Topic.
 Hashtag – “#” followed by a keyword, such as #nonprofit or #mercercounty.
 Mentions – someone used your twitter name, eg. @cmiller237 wrote a great
article.
 Retweets or RT – to republish someone’s tweet, uses their twitter name.
 Reply – uses someone’s twitter name (public).
 Follow Friday #FF – suggest folks to follow in a topic or good content .
 DM – Direct Message between people who follow each other.

12. EXAMPLE

13. TWITTER TIPS
 Profile blurb – use authoritative keywords.
 Expert approach – tweet more than your own organization.
 Build audience using #hashtags, RTs, #FF, Lists, @Mentions.
 Integrate into your website and off-line promotions, communications.
 Conferences/Events – set up a hashtag, have someone tweet during
event or keynote.
 Photos: Twitpics/Instagram.
 Paper.li – pulls together a Twitter list into a readable daily blast.
 Twitter chats

14. LISTENING

15. QUICK POLL
 How could you use Twitter to
organize volunteers?
 How could you use Twitter to
recruit volunteers?

16. O K
B OA
C E G OR
ILL
F AE 800
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17. FACEBOOK
 History
 Currently has > 800 million users worldwide
 Individual use (Listening first)
 Groups, Events
 Organizational “Fan” page? (Create a page)
 Use it to communicate with existing volunteers, donors
 Use it to find new volunteers
 Use it to support events
 Build “likes” - Integrate into website, offline materials
 Use Facebook “Insights” for stats

18. FACEBOOK
 Content on FB is about engagement.
 Update regularly. Not as frequent as Twitter.
 Ask questions, respond.
 Share links but add opinions, thoughts.
 Not just your newsletter re-hashed!
 Photos, videos add interest.
 Think brand building – use your logo, colors. Could use FB to offer
graphics, banners, quotes.
 Customize your landing page. (Advanced)
 Ads – if you have budget, very effective at targeting.

19. FACEBOOK INDIVIDUAL PROFILE

20. FACEBOOK PAGE FOR BIZ, NONPROFIT

21. MY FACEBOOK “WALL”

22. RESOURCES
How to set up a non-profit page*
A Beginner’s Guide to Facebook for Non-Profits*
In the new profile, use
Admin Panel to find out
about your Facebook
page. “Insights” is
where you will find you
stats.
*Source – Wild Apricot for Guides

23. QUICK POLL
 Do you have a Facebook
page?
 How do you or would you use
it?
 Name 3 things that might be
added to a Facebook page.

24. GOOGLE+
 Opened its business, org pages in November ’11.
 Similar to Facebook, with better control of sharing.
 Use to share content, converse with your followers.
 Why is Google+ important? Google adding to search
(SEO).
 Circles – Used to manage followers by circles, getting
included in influential circles gets you followers.
 Hangouts – Quick way to do webinars, meetings.
http://www.wikihow.com/Use-Google%2B-Hangouts
 Caveat – Tied into a lot of Google products, tread
carefully.

25. LINKEDIN
 Largley Professional Networking.
 Set up a Profile.
 Join Professional Groups or Set Up
a Group:
 Ask questions.
 Offer answers.
 Share news related to your
interests.
 Contact people.
 Manage and moderate, make it
helpful, not spammy.

26. MANAGING SOCIAL MEDIA
Narrow focus – Think ROI.
Audience Research.
52 Small Changes: One Year to a Happier,
Healthier You - 1 small change per week.
Habits - Examples – Healthy Eating, Exercise,
even Brushing Your Teeth.
Changing workflow, then it’s established as a
habit.

27. TIMING TWEETS, POSTS
HubSpot* Marketing – Research Data
 Twitter
 Population on Twitter – 50 % East Coast.
 Retweets – 2 pm – 5 pm. Late in day & week most Retweets.
 Click through rates increase with volume – Tweet more!
 Click through rates better with spacing - But don’t crowd your
content.
 Facebook
 Sharing increases on the weekend.
 Blogging
 Publish on weekend for comments.
*Source: http://www.hubspot.com/

28. HOOTSUITE (EXAMPLE OF SCHEDULING TOOLS)
Also TweetDeck, CoTweet, ping.fm

29. FREQUENCY CHART
Social Media Staffer A Staffer B
Twitter 5 Per Day 10 Per Day
Facebook 2 Per Day 1 Per Day
Google+ 1 Per Day 2 Per Day
LinkedIn 2 Per Week 1 Week
Every organization is different. This is an example schedule. To
manage your Social Media, trying to be more active on Twitter,
less so on FB, Google+ and LinkedIn. Tie workflow into other
activities, such as Web site or email updates. As you build
followers, more activity and commenting is certainly required.

30. BUILDING AUDIENCES
 Be timely.
 Use Social Media tools appropriately.
 Be human, responsive and have a voice.
 Use offline/online tools to promote, promote (and sharing tools to your
Website, e.g. AddThis).
 Be judicious about donation requests (donors don’t want to be thought of as
ATMs).
 Connect to other news channels Websites, email blasts, email newsletters.
 Use your analytics to measure progress.
 Experiment - it’s OK to be incremental.
 Start for social/personal and move to professional use.

31. QUICK POLL
 What does your
management/leadership think of
Social Media?
 How many of you have a
President/CEO who blogs, Tweets,
Facebooks?
 How many personally visit social
networks daily? Multiple times per
day?

32. YOUTUBE
Video Killed the Radio Star!
 1 Billion Views per Day in 2009;
4 Billion Views per Day in 2011.
 Videos can be effective in telling
your story.
 Production quality is up to you.
 Short clips are voraciously
consumed and perfect for
watching a wide variety of
content.

33. PINTEREST
Pinterest (www.pinterest.com)
- Virtual Visual Bulletin Boards, Sharing
*Source: Monetate. Also Bookmarking sites: Delicious, Reddit, StumbleUpon

34. QUESTIONS/WRAP UP
Colleen Miller
cmiller237.wordpress.com
col237@gmail.com
@cmiller237 - Twitter
Sources identified in slides
Photo Images in this presentation are from Microsoft Free Clip Art.
Logos, screen shots are property of social media sites, used for illustration only