4. Cons to Using Social Media
• Loss of control
• Time investment (training,
maintenance )
• New communication structure
• Ideas and opinions that are
shared may change over time
• Getting staff/board investment
in new technology
• Transparency
9/30/12 www.edaconsulting.org
5. • Recruitment,
cultivation,
STEWARDSHIP
• Build relationships
• Tell your story
• Bring people into your
organization
• Transparency
• Get feedback
• Cost effective & green
• Quick & easy!
9/30/12 www.edaconsulting.org
7. Crawl
Characteristics Areas of Improvement First Steps
Not using social media Need basic marketing 1. Develop
consistently plan (i.e. branding, print communications
materials, online strategy (audience,
Resistant to change outreach, etc.) goals & objectives,
etc.)
Struggle with control Leadership-driven
change in culture to 1. Listen & develop online
adopt online presences
engagement
1. Leadership initiated
discussion about
engagement
9/30/12 www.edaconsulting.org
8. Walk
Characteristics Areas of Improvement First Steps
Using 1 or more Learn & use best practices 1. Low-risk pilot program
social media to demonstrate ROI
platforms, but not Focus on 1 – 2 social
consistently media platforms 1. Build implementation
capacity internally
Online presence Need to link to campaign,
connected to program(s), objective(s) 1. Create/revise social
marketing goals media policy
Need to link goals,
objectives, and activities 1. Integrate and
document
Need to identify audiences measurement data
Collect data for
measurement
9/30/12 www.edaconsulting.org
9. Run
Characteristics Areas of First Steps
Improvement
Strategic use of multiple Need more 1. Social media staff
social media tools sophisticated trains & coaches other
measurement tools org staff
Part time of full time staff
for digital communications Find ways to increase 1. Research more
more involvement sophisticated
Board using social media from staff across the measurement data,
in governance organization tools, and processes
Social media usage 1. Evaluate, revise
integrated throughout org strategies
Has developed 1. Share success stories
relationships & with other orgs
technology integration
9/30/12 www.edaconsulting.org
10. Fly
Characteristics
Embracing culture of learning
Use social media data to help the leadership guide decisions
Demonstrate clear and compelling results
Networked with other organizations showing similar success
Internalized social media communication best practices including:
Strategy
Implementation
Integration
Evaluation
9/30/12 www.edaconsulting.org
11. What do you need for great
social media work?
• A plan linking efforts to • Culture that embraces
programs & mission social media
• Selected, targeted • Willingness to listen,
social media platforms learn, & adapt
• Skills & commitment to • Measurement & eval
using social media strategies
• Organizational • Ability to take small
investment steps to build from
9/30/12 www.edaconsulting.org
12. TEN TIPS FOR USING SOCIAL MEDIA
9/30/12 www.edaconsulting.org
13. 1. Social Media is A Tool, Not THE Tool
9/30/12 www.edaconsulting.org
18. 6. The Next Generation
9/30/12 www.edaconsulting.org
19. 7. It Ain’t Free
“Many nonprofits
(particularly the smaller
ones) lack the resources
to communicate
effectively. The Internet
offers the opportunity to
cost-effectively build a
community of
supporters.”
-ePhilanthropyFoundation.org
9/30/12 www.edaconsulting.org
20. 8. Not Everyone “Diggs” Social Media
9/30/12 www.edaconsulting.org
24. Purpose
Goals & Objectives
Tools & Implementation
Engagement
Insurance
Measurement
Elements of a social media
plan
9/30/12 www.edaconsulting.org
25. Why Plan?
• Map for activities
• Explain why you are using social media
• Measurement
• Clear guidelines, expectations
• Other?
9/30/12 www.edaconsulting.org
26. Identify Purpose(s)
Learn more about social media
Reach a different demographic
Connect more with a current
demographic
Access other research or
resources
Promote
brand/event/idea/product
Communicate
Share your story
Other?
9/30/12 www.edaconsulting.org
27. Goal and Objectives
Increase website traffic
Sell more product
Share ideas
Learn about resources in
your field
Promote an event or idea
Develop your brand
Test ideas
Other?
9/30/12 www.edaconsulting.org
28. Tools and Implementation
• Blog • Facebook
– How often will you blog? – Profile/Group/Page
– What will you blog about? – Who will manage?
– Who will blog? – Facebook Ads?
• Twitter – Will you link to Twitter?
– How often will you tweet? Ping?
– What will you tweet • LinkedIn
about? – Group and subgroups?
– How will you track? – Who will you invite to join?
– Who will you follow? – Who will be admins?
– Who will tweet? – How often will you post?
9/30/12 www.edaconsulting.org
29. Implementation
Who will manage your social
media?
Who will contribute to your social
media?
Board members
Staff members
Volunteers
Stakeholders
Way to tell your organization’s
story
Ask questions
Solicit dialogue
9/30/12 www.edaconsulting.org
30. Some Insurance
Keep it simple, but include:
Purpose of the social media
tool or online sharing
Who can use the online tools
What is your org’s purpose in
using these tools
Examples of information that
should be shared
User guidelines
Consequences for violation(s)
Reconfirm commitment to
mission
9/30/12 www.edaconsulting.org
31. Evaluation Examples
Record website hits
Track with Bit.ly or tinyurl
Use hashtags to track posts
Are you listed? (Twibes)
Facebook Ads
Feedburner/ Feedblitz
Record/note how many people:
Become a fan/ Join a group
Send links
Recruit other friends
Promote on their profile,
blog, website
Cost: Care2 ROI calculator
9/30/12 www.edaconsulting.org
32. There is NO judgment about where your
organization falls on the spectrum. Social media
is a process!
Social media is as much art as it is science.
Social media is always evolving – emerging
technology is always changing as is our learning.
Ten Tips to Using Social Media are a foundation
for any social media.
9/30/12 www.edaconsulting.org
33. Please Don’t
• Be inauthentic
• ONLY ask for money
• Speak at your followers
• Ignore stakeholder input
• Make it hard to participate
• Stray or ignore your plan
9/30/12 www.edaconsulting.org
34. Understanding Social Networks
“Organizations don’t have to create… social
networks; they exist all around us in a
variety of forms. Networked Nonprofits
strengthen and expand these networks by
building relationships within them to
engage and activate them for their
organizations’ efforts. Networked
Nonprofits also know how to identify,
reach, and cultivate the influencers in
their social networks, which is the key to
growing very big quickly and
inexpensively.” (Fine and Kanter, 2010)
9/30/12 www.edaconsulting.org
37. Print Resources
• Fundraising and the Next
Generation
• The Networked Nonprofit
• I’m on Facebook, Now What?
• I’m on LinkedIn, Now What?
• Mobilizing Youth 2.0
• The Complete Facebook Guide
for Small Nonprofits
• Twitter Jump Start: The
Complete Guide for Small
Nonprofits
9/30/12 www.edaconsulting.org
38. Online Resources
• Socialbrite.com
• IdealWare
• Mashable.com
• Nonprofit Technology Network (NTEN)
• Alltop Nonprofit
• Beth Kanter: http://beth.typepad.com/
• Social Media Plan Outline:
www.ideaencore.com
• www.delicious.com/coloradononprofithelpde
sk
• A. Fine Blog
• frogloop
9/30/12 www.edaconsulting.org
Plan that links online communications to programs/mission. Select, targeted social media platforms . Skills and commitment to using social media. Organizational investment in the power of social media. Organizational culture that is open to networking. Willingness to listen, learn and adapt to advance organization’s brand online. Measurement and evaluation strategies. Ability to take small steps that will build on themselves. 6/19/12 www.edaconsulting.org EDA Consulting LLC
EDA Consulting
EDA Consulting LLC 6/19/12 www.edaconsulting.org
EDA Consulting
EDA Consulting
EDA Consulting
EDA Consulting
EDA Consulting
EDA Consulting
EDA Consulting
EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
EDA Consulting
EDA Consulting
EDA Consulting
EDA Consulting LLC 6/19/12 www.edaconsulting.org
EDA Consulting LLC 6/19/12 www.edaconsulting.org
EDA Consulting
EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series
EDA Consulting LLC 2012 8/9/12 Nonprofit Social Media Training Series