How to use social media and related tools to gather information helpful for fundraising. I focus on creating searches that can be monitored through an RSS readers and also touch on various social media platforms fundraisers may use to learn more about their donor, prospects and peers, including: - Media mentions of your organization - Your cause in blogs and news - Your organization in social media - Mentions of your peers or competitors - Advice, tips and best practices from peers and colleagues - Media mentions of your donors/prospects - Donor & prospect blogs - Follow donors and prospects on social media Presented March 20, 2014 at the American Fundraising Professionals (Cleveland Chapter) program, "Social Media: Who, What, When & Where."

1. Listen Now
Talk Later
Listening as the
foundation of your
social media
fundraising strategy.
Heidi Cool - Internet Strategist/Social Media Consultant
Association of Fundraising Professionals
Greater Cleveland Chapter - March 20, 2014

2. A few things you can listen for
• Media mentions of your organization
• Your cause in blogs and news
• Your organization in social media
• Mentions of your peers or competitors
• Advice, tips and best practices from peers and colleagues
Information about your cause/industry
Donors & Prospects
• Media mentions of your
donors/prospects
• Donor & prospect blogs
• Follow donors and
prospects on social media

3. What I’ve heard lately:

4. Ways to listen
Create and save searches of people, topics and organizations.
Subscribe to blogs.
Use social media monitoring services.
Follow individuals and organizations in specific social media
services.

5. The hunt is on.
Search and media
monitoring

6. RSS Reader
When you subscribe to a magazine, the new issues are sent to your
mailbox when published.
An RSS Reader is like a special mailbox that only receives content you’ve
subscribed to. And it let’s you read and organize the content as you please.

7. feedly
Use this RSS Reader* to
monitor news and
information from search and
blog feeds.
When new posts are
published they will arrive
automatically.
Subscriptions can be
organized by categories you
create.
* There are many readers available but feedly
works well. Google Reader used to be the
most popular but was discontinued.

8. feedly
Easily browse posts by category or by individual subscription.

9. Google Search
1. Search news, blogs (or
everything) for a person,
organization or topic.
2. Create an alert for this
search.
3. Choose “Deliver to
Feed.”

10. Google Search*
1. Click on Feed Link
2. Subscribe using feedly.
*Yahoo used to offer feeds as well
but nowYahoo alerts are delivered
only via email.

11. Subscribe to Blog
Click RSS logo or other subscribe link.
Subscribe via feedly.

12. 1. Copy Blog URL
2. Paste into feedly
3. Subscribe
4. Add to appropriate
category.
No RSS link? No Problem.

13. Social Media Monitoring Services
Many choices, all with different stripes.*
* I’ve bookmarked several at the link you’ll find on the last slide.

14. Social Media Monitoring: socialmention
Monitor people, topics or
organizations.
Subscribe to RSS feed.
Results will vary depending on
your query. Expect to sift
through some that aren’t
relevant.

15. It’s useful to be a peeping Tom.*
*You’re spying on things people have shared publicly. So that’s O.K. You are
professionals. If a donor or prospect “overshares” we know you’ll be respectful of
their privacy and not take undue advantage of what you might unearth.
Following individuals
and organizations in
the social media
spaces they use.
What is she going to do
with 3 slices of bacon
and a roll of duct tape?

16. Not just for job searches. Connect with people and organizations.
Users very concerned with professionalism. Spamming & unthoughtful posts are criticized.
LinkedIn

17. Meet people in other groups then also create a group for your community where you set the tone.
Follow companies and non-profits.
52
LinkedIn: Groups & Companies
22% of online adults use LinkedIn. 38% of those with an income of $75K+ are on the service.

18. Follow people and organizations.
Twitter
18% of online adults use Twitter. Usage is higher among young adults and African Americans.

19. Create lists of accounts to monitor. List can be public or private.
(Create a private list of donors or prospects)
Twitter: Lists
You can put people in lists and read their Tweets without having to follow them.

20. Making sense of your Twitter stream.
Organize the Tweets you follow through lists, searches, hashtags, etc.
Manage multiple Twitter accounts in one place.
Tweetdeck
Assign followers to lists to monitor unique audiences.
Set-up keyword searches to monitor topics.

21. Facebook
• Facebook is a semi-gated community.
• Friendship is reciprocal.
• People expect more privacy than
they get.
• Friend people you know socially.
• Many prefer to not get friend
requests from business or non-social
associates.
• Accounts are owned by individual humans.
• Each human is allowed 1 account.
• Individual users create and administer pages
and groups for organzations.
• Multiple users can be administrators.

22. 71% of online adults use Facebook, including 45% of adults over the age of 65.
Facebook
• Like pages for
organizations of
interest.
• Recommend such
pages to friends.
• Make and respond to
comments.
• Create a page for your
organization.
• Share information of interest.
• Respond to comments.
• Promote elsewhere (Twitter,
your website, etc.)

23. Ask or answer questions related to your cause or industry.
Discover “experts” and others with an avid interest in your topic.
Quora
Follow topics or people.

24. Share pages and site visually. Pin a site, pick a photo, write a caption.
Follow people and research topics.
Pinterest
21% of online adults use Pinterest. 33% of online women versus 8% of online men.

25. • Save websites as bookmarks.
• Organize them with topic tags.
• Share with friends and colleagues.
• Access from any computer/device.
• See who else has saved your links.
Delicious
https://delicious.com/hacool/afp-listening

26. Take pictures and share immediately.
Instagram
17% of online adults use Instagram. Most check it daily.
• Install on mobile phone or
tablet.
• Follow friends from contact
list, suggested users or
Facebook.
• Link with Facebook,Twitter,
Foursquare,Tumblr, Flickr or
VKontakte*.
• Share photos with individuals,
publicly on your account or
with a linked service.
• Explore and comment on
photos from everywhere.
* 2nd largest social network in Europe.
Who knew?

27. Instagram
* The special effect on Instagram made my poor foot look like that of some sort of
swamp monster. Normally my toes aren’t nearly so scary.

28. Flickr
Archive, organize and share photos.

29. Flickr
Join and contribute to groups, follow people.

30. MakeVideos • WatchVideos • Recommend
Videos • Comment onVideos
YouTube
• Subscribe to channels of interest.
• Share channels you recommend on
your channel.
• Create playlists of related videos
(created by you or others).
• Include links to your site(s) in your
About section and videos
descriptions.
• Leave encouraging comments
(when useful and appropriate) on
the channels of your donors,
prospects or peers.
• You can create a channel of
informative content even if you
haven’t made your own videos.

31. Web & social
media links.
YouTube
Promote
other
channels.
Channel Description

32. Long threaded conversations.
Google+
Notifications make it easy to keep up.

33. Circle People in Topical Groups
Google+
G+ makes it easy to browse and
organize followers.

34. Join Communities
Google+

35. Subscribe to audio and video shows as you would a magazine.
Subscribe in iTunes* and listen on your iPod or phone.
Podcasts
Catch up on news or learn more about
an important subject while driving.
Listen when and where you want.
* Or other “Podcatching” software
for computer, tablet or phone.

36. If you listen, and use social media,
You can learn and you can respond.

37. By now you’ve been listening to me way too long.
Have any questions?

38. cool@heidicool.com
http://www.heidicool.com
Or just Google me.
For future reference, these slides will be uploaded to:
http://www.slideshare.net/hacool
Find related links at:
https://delicious.com/hacool/afp-listening