How to Empower Your Staff to be the Voice for the Organization in Social Media

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The document discusses how nonprofits can empower staff to act as spokespeople for the organization through social media. It explains how social media has changed expectations about who can represent an organization publicly. The document provides tips for nonprofits to train staff on branding, create social media guidelines, teach privacy settings, identify internal champions, and establish processes for negative comments. The goal is for every staff member to feel empowered to act as a brand ambassador through their own social media activities and conversations.

Technologie Business

#amanp
How to Empower
Staff to be the Voice
for the Organization
through Social Media
Danielle Brigida | National Wildlife Federation
Farra Trompeter | Big Duck
AMA Nonprofit Marketing Conference
July 17, 2013

#amanp
#amanp
@farra | @bigduck
@starfocus | @NWF

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What we’ll discuss
•  The evolving definition of ‘spokesperson’
•  How social media has changed the game
•  Ways to empower your staff
•  Resources

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When the media calls?
Image © channel17.org

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When the board has
a question?
Image © connectioncafe.com

#amanp
When a donor sends
a note?
Image © uwaystan.org

#amanp
When a celebrity wants
to interview you?Image © usmagazine.com

#amanp
When an advocate wants
to do more?

#amanp
When a candidate applies
for a job?
Image © chooseust.org

#amanp
When a crisis happens?
Image © NWF/publicnewsservice.org

#amanp
Your ideal spokesperson…
•  Is passionate about your mission
•  Understands what you do
•  Trusted to speak without a lot of approval
•  Will be respected and can stay calm
•  Speaks clearly and simply
•  Is generally available
http://www.ereleases.com/prfuel/choosing-a-press-spokesperson-for-your-nonprofit-organization/

#amanp
How has social media
changed the game?

#amanp
Create social media guidelines
http://www.slideshare.net/tammygordon/aarp-social-guidelines2010

#amanp
Create social media guidelines
hhttp://www.slideshare.net/tammygordon/aarp-social-guidelines2010

#amanp
Teach privacy settings
https://www.facebook.com/help/459934584025324/

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Use tools to share, collaborate.
http://yammer.com

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Have a point person, process for
negative comments.
http://group.tnt.com/Images/20100901_TNT_Social_Media_Guidelines-English_tcm177-523534.pdf

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Exhale. Mistakes will happen.
http://mashable.com/2011/02/16/red-cross-tweet/

#amanp
Contact Danielle
brigidad@nwf.org
twitter.com/starfocus
linkedin.com/in/daniellebrigida
slideshare.net/starfocus

#amanp
Connect with NWF
nwf.org
blog.nwf.org
facebook.com/NationalWildlife
twitter.com/NWF

#amanp
Contact Farra
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra

#amanp
Connect with Big Duck
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck

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How to Empower Your Staff to be the Voice for the Organization in Social Media

1. #amanp How to Empower Staff to be the Voice for the Organization through Social Media Danielle Brigida | National Wildlife Federation Farra Trompeter | Big Duck AMA Nonprofit Marketing Conference July 17, 2013

2. #amanp

3. #amanp

4. #amanp #amanp @farra | @bigduck @starfocus | @NWF

5. #amanp What we’ll discuss •  The evolving definition of ‘spokesperson’ •  How social media has changed the game •  Ways to empower your staff •  Resources

6. #amanp Who speaks for your nonprofit?

11. #amanp When an advocate wants to do more?

14. #amanp Your ideal spokesperson… •  Is passionate about your mission •  Understands what you do •  Trusted to speak without a lot of approval •  Will be respected and can stay calm •  Speaks clearly and simply •  Is generally available http://www.ereleases.com/prfuel/choosing-a-press-spokesperson-for-your-nonprofit-organization/

15. #amanp How has social media changed the game?

16. #amanp Then vs. Now

17. #amanp http://www.conversationprism.com

18. #amanp

19. #amanp

20. #amanp

21. #amanp

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23. #amanp

24. #amanp

25. #amanp

26. #amanp

27. #amanp Every staff person is a brand ambassador

28. #amanp Ways to empower your staff

29. #amanp Train staff about your brand http://fightcolorectalcancer.org/

30. #amanp Create social media guidelines http://www.slideshare.net/tammygordon/aarp-social-guidelines2010

31. #amanp Create social media guidelines hhttp://www.slideshare.net/tammygordon/aarp-social-guidelines2010

32. #amanp Teach privacy settings https://www.facebook.com/help/459934584025324/

33. #amanp Find & encourage your internal ‘social media evangelists’. http://socialmediatoday.com/jasonmillerca/281057/empower-employees-brand-champions-social-media Send a survey to staff. •  Do you have a Twitter account and/or Facebook profile? •  What blogs do you read and comment on regularly? •  Are you engaging in LinkedIn group discussions? •  Do you like to share images on Pinterest or Instagram?

34. #amanp Use tools to share, collaborate. http://yammer.com

35. #amanp Have a point person, process for negative comments. http://group.tnt.com/Images/20100901_TNT_Social_Media_Guidelines-English_tcm177-523534.pdf

36. #amanp Recruit by sharing your culture

37. #amanp Exhale. Mistakes will happen. http://mashable.com/2011/02/16/red-cross-tweet/

38. #amanp Resources

39. #amanp Helpful articles •  Social Media for Nonprofit CEOs—How one Executive Director manages it http://www.bigducknyc.com/ social_media_for_nonprofit_ceos_how_one_executive_direct or_manages_it •  Empower Employees as Brand Champions in Social Media http://socialmediatoday.com/jasonmillerca/281057/empower- employees-brand-champions-social-media •  Employment Branding: The NPR Case http://www.nonprofithr.com/employment-branding/

40. #amanp Contact Danielle brigidad@nwf.org twitter.com/starfocus linkedin.com/in/daniellebrigida slideshare.net/starfocus

41. #amanp Connect with NWF nwf.org blog.nwf.org facebook.com/NationalWildlife twitter.com/NWF

42. #amanp Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra

43. #amanp Connect with Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck

44. #amanp