6. Why did this change?
• Original intention of the
web: Read/write web
• Expectations of users
have shifted
– Grazers of information
– Creators/collaborators of
content
7. What does this mean for my org?
• Consistent with our
values of empowerment,
community
– open, participatory,
democratic, and
accountable
• Create loyalty and
community by connecting
• True value: 2% of 10,000
on a list versus 200
dedicated
followers/friends
8. Social capital
access to ideas
connections and talent
the saved up
reputation access to
resources
influence
accomplishments
“potential” access
to further resources
Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/
9. Authenticity is key
• Your org has a unique
voice and presence; be
yourself
• Tremendous value is
placed on the “gift
economy;” one-way
streets go nowhere
11. Facebook
• What’s everyone else up to on Facebook?
• According to Non Profit Social Network
Survey, 80% of respondents have a staff
person dedicating 25% of their time to
social media
• 40% have raised money, BUT: a good chunk
have raised less than $500 in last year
• It's still all about building relationships,
telling your story, and taking potential
donors through the process of cultivation,
stewardship and solicitation
(Betsy Harman, http://is.gd/Odkj)
12. Facebook
• Groups versus Pages
– Groups are good for
personal
communications, or
smaller issue/action
needs
– Pages are good for larger
organizations, brand
identities
13. Facebook
• Causes!
– Help spread the word
– Measure success
through awareness,
not dollars
– Majority of Facebookers
are younger still
– Build an identity
Credit: Beth Kanter and Allison Fine
http://is.gd/Odkj
14. Twitter
• Get the word out, sure,
BUT…
• Get buy-in or advice on
new projects
• Share others’ info
relevant to your work
• Find like-minded folk
• Connect with media
15. Blogging
• What's the purpose of your
organization's blog?
• And your organizational
web site isn't enough
because ...?
• Who will write for the blog?
• What is the voice?
• How often will you post?
• What happens if something
controversial comes up,
how does your blog react?
Credit: Beth Kanter . http://is.gd/OeIY
16. To sum up
• Don’t reinvent the wheel
• Focus on organization’s goals, not tech
• Be open to collaborating with your users, but
you don’t have to sacrifice your overall
editorial control or voice
• Experiment with your users, have fun
17. the end!
Deanna Zandt, http://deannazandt.com/about
Further reading:
http://www.deannazandt.com/presentations/nssr