The document discusses how to effectively use social media to engage an online community after initially establishing a presence on platforms like Facebook and Twitter. It recommends clearly defining goals and metrics, listening to audiences, and providing valuable high-quality content to foster two-way conversations. Moving forward requires evaluating messaging, consistency, and whether the organization is broadcasting or engaging. The key is to develop genuine relationships through personalized interactions.

1. You’ve Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning! You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning! Presentation by Jennifer Windrum April 21, 2010

2. Colorful Burst of Communication The Conversation Prism Created by Brian Solis – one of most prominent thought leaders in new media and Jesse Thomas, CEO and founder of JESS3 – a creative interactive agency Helps us grasp the magnitude of the social media revolution The Conversation Prism debuted in August 2008 Since then, more than one million people have crossed its path You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

3. So, You Already Have a Social Media Presence… On Facebook On Twitter On YouTube …now what? You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

4. Did You Answer These Important Questions Before Diving In? What is our goal(s)? How do we measure our goal(s)? Who is our audience? Have we started listening? Have we defined our metrics and set a benchmark? Have we researched social media platforms and tools? You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

5. If Not, You’re Not Alone Two key issues continue to provide stumbling blocks for marketers/public relations practitioners Determining clear goals before jumping into strategies and tactics Knowing how to measure social media efforts You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

6. What is a True Online Community? Making real connections Connecting with common passion Way to collectively contribute to cause they care about Empowering supporters Providing way to communicate, share stories, ask questions, share feedback You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

7. The 6 Cs to “Going Social” Commitment Coffer Content Control Credibility Creativity You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

8. Going Backward to Move Forward Chances are, you may need to go back and thoroughly answer each these questions before successfully moving forward It’s not fun, but it’s absolutely necessary! You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

9. Moving to the Next Level You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning! Evaluate your current social media efforts What is our messaging? Is it on target? Is it consistent? Do fans/followers really know who we are and what we do? Are we broadcasting or engaging?

10. Online Engagement Best Practices Listen, Listen, Listen! Develop genuine relationships Each interaction is personalized – no cutting and pasting Embrace positive and negative mentions/comments What to Post: Quality content Blog Videos, Photos Events Polls, Surveys Breaking news Personal thoughts Resources and links from related causes/industry Useful tips You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

11. Online Engagement Best Practices Understand the pace of your community Too many posts? Too few? Ask what supporters want from the community Polls Surveys Discussion forums Videos Simple question in status update Keep supporters updated on the fruits of their labor THEY are the rock stars! Track, measure. Track, measure. You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

12. 5 Tips for Creating Your Online Community Tips by Geoff Livingston via Mashable (follow him!) 1). The cause is the purpose Community needs to revolve around the common bond a non-profit has with its stakeholder community 2). Listen Listening can be critical in driving community requirements for function and content. 3). Choose platform that meets community’s needs Try to understand what your community’s needs are before setting up shop You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

13. 5 Tips for Creating Your Online Community Tips by Geoff Livingston via Mashable (follow him!) 4). Offer great value to your network Dynamic environment where members interact and drive conversation, participate in activity they can’t find on general social networks, and receive acknowledgment 5). Use general networks as beachheads In many ways, there’s a larger conversation occurring and the general networks can serve as beachheads to bring people back to your network You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

14. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine “Networked nonprofits are defined not by websites and software but by the networked culture that they fully embrace.” JohnHaydon.com You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

15. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine 1). Transparent 2). Value Networks 3). Comfort With Tools 4). Networked Ecosystem 5). Courageous 6). Trusting 7). Athletic JohnHaydon.com You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

17. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine 2). Value Networks You value the connections your nonprofit has online and offline. And you nurture key relationships that spread the “good word” through the network. JohnHaydon.com You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

18. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine 3). Comfort With Tools Your nonprofit is comfortable using blogs, Twitter, Facebook and other tools that facilitate two-way conversation JohnHaydon.com You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

19. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine 4). Networked Ecosystem You’re not trying to do it all. Your nonprofit knows that it’s “part of a much larger ecosystem or organizations and individuals that are all incredible resources for their efforts.” JohnHaydon.com You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

20. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine 5). Courageous You’re not afraid to lose control of your message, your logo, or your message. You know that the wisdom and passion of your supporters can have an infinitely greater impact than you and your staff. JohnHaydon.com You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

21. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine 6). Trusting You trust your supporters to make good decisions on behalf of your organization. Your organization focuses on giving them the tools they need instead of enforcing copyright laws. JohnHaydon.com You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

22. 7 Qualities of a Networked Nonprofit by Beth Kanter and Allison Fine 7). Athletic Social media is not a set of tools to be used only by your IT or marketing folks. Your organization understands the power that Facebook and Twitter have in the lives of your supporters because you use the tools yourself. It’s a contact sport. JohnHaydon.com You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

23. Why Did I Start “WTF?” My mom has Stage IV, inoperable lung cancer. She has NEVER smoked. Lung cancer is the #1 cancer killer and the LEAST funded. Smoking stigma stands in the way of lung cancer research funding. Fact is, 60% of all new lung cancer cases are diagnosed in people who have NEVER smoked or former smokers who quit decades ago. Bottom line: ANYONE can get lung cancer. ANYONE! You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

24. Why Did I Start “WTF?” People need to be educated on the true facts of lung cancer Education will reduce the stigma Reduced stigma will lead to more awareness and funding for lung cancer SOMEONE needs to tell this story in a different way! You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

26. Launched Facebook Fan Page, Twitter profile and blog in October 2009

27. 1,000 Facebook fans in less than a week

29. How and Why Did the “WTF?” Community Grow So Quickly My Theory: PEEP Passion for Change A new voice giving lung cancer survivors another voice for creating change through passion for the cause Engagement Daily dialogue, feedback, updates, links, etc. Someone dedicated to the cause A sense that “finally someone is listening to lung cancer” “WTF?” feels more like family than a community Empowerment Arming “WTF-ers” with tools, ideas and confidence that empowers them to take charge and/or participate in creating change. Progress Continuously updating supporters on the fruits of their labor You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

30. “WTF?” Community Components “WTF?” Blog Auto post to Tumblr and Posterous blogs Auto post to Facebook, Twitter, FriendFeed, Google Buzz, LinkedIn Facebook Fan Page Auto post to Twitter, FriendFeed, Google Buzz, LinkedIn Networked Blogs Twitter Auto post to Facebook, FriendFeed, Google Buzz, LinkedIn YouTube Use TubeMogul to auto post on additional video sites LinkedIn Profile & Groups Profiles on many cancer-related sites/blogs/communities Profiles on many PR/social media sites You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

31. “WTF?” Engagement Content Blog posts regarding my mom’s journey that members can relate to New campaign challenges Polls and questions for feedback Upcoming events Hard news Offer text and resources members can simply copy and paste to help spread the word You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

32. Valentine’s Day Wish Campaign On February 2nd, “WTF-ers” were challenged to increase the number of “WTF?” Facebook Cause members from 115 to 200 members by Valentine’s Day On February 10th, “WTF-ers” surpassed our goal, with 218 members I upped the ante and challenged them to get 250 members “WTF-ers” came through BIG TIME, increasing the number of “WTF?” Facebook Cause members from 115 to 260 members by Valentine’s Day Photo: D. Sharon Pruitt & Pink Sherbet Photography You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

33. “ANYONE CAN GET LUNG CANCER”Social Media Campaign “WTF?” selected as “Socialize Your Cause” featured cause of the week “Socialize Your Cause” helps non-profit & charity organizations tell their story, activate people to join their cause Created a social media campaign around this opportunity Goal: $20 from 500 people in one week You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

34. “ANYONE CAN GET LUNG CANCER”Social Media Campaign RESULTS Extended campaign another week due to tremendous response 3 generously donated prizes Connected with new supporters and influencers So far, raised nearly $7,000 You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

35. “WTF-er” Challenge Video You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

36. Results: “WTF?” 4 LC? Challenge You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning! Spelled out in sea shells on the beach where two sisters spread their mother’s ashes two days before Spelled out with lemons, pennies, dog food, M&M’s, blocks, Bendaroos, beauty products, glue sticks

37. “WTF-er” Progress Update Video You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

38. Keeping “WTF-ers” Engaged Facebook poll to gauge interest in creating “WTF? Mobs” (chapters) across the country Poll question: “Are you interested in leading/participating in a ‘WTF? Mob’ in your city/area to help expand our efforts?” Incredible response! Able to immediately connect “WTF-ers” in same location Now developing a comprehensive ambassador program You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

39. Keeping “WTF-ers” Engaged Created a twtpol asking: “Did you know you do NOT have to smoke to get lung cancer?” Sent out to my personal Twitter followers, not “WTF?” Twitter account More than 100 responses You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

40. Photo Albums & Stories Photo Albums “THIS is Lung Cancer” “Fighting & Uniting Against Lung Cancer” “How to Spell ‘WTF? 4 LC?’ “WTF?” Merchandise You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

41. Nonprofit-Specific Platforms/Tools to Grow Your Community Facebook for Nonprofits Twitter Twestival TwitCause @youcanhelp http://www.wefollow.com/tag/nonprofit Hashtags (#charitytuesday) http://www.twitterholic.com Twitpic for photos Twitvid Trending topics related to cause, etc. YouTube Nonprofit Program Flickr Nonprofit Groups You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

42. Next Step Opportunities for Mosaic Increase outreach and engagement Social media nonprofit communities Those with similar mission, such as #disabilities, #autism, etc. Create a blog Already have great content Increase engagement opportunities Increase online presence (SEO) Tumblr or Posterous – simple, easy platforms You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

43. Next Step Opportunities for Mosaic Create a poll to see what people know about Mosaic Use as springboard to educate potential donors, volunteers, community leaders, parents, media Identify potential evangelists to help spread Mosaic message and increase participation (volunteers, etc.) and fundraising Hold contests or create campaign challenges for supporters Submit Mosaic to “Socialize Your Cause” and similar online efforts to become the “featured” cause You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

44. Next Step Opportunities for Mosaic Don’t attack the entire social media sphere! Focus on the platform(s) that best suit your community: Where your supporters are Where you are comfortable Where you can meet your goals You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

45. Next Step Opportunities for Mosaic Be patient! Building quality relationships takes time Remember this great quote! “To be successful using social media, nonprofits need to use different techniques, tactics messages and tools that map to the person’s level of interest. They need a portfolio of approaches that meet people where they are at and help move them to the next level.” - Beth Kanter You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

46. Cause Organizations You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning! Here is a directory of organizations you can find on Socialbritemaking a difference in the social cause and nonprofit worlds.

49. NTEN

50. Non-profit Marketing Blog

51. A. Fine Blog

52. Case Foundation

53. KnightPulse

54. Marketing for Nonprofits

55. Getting Attention

56. Tactical Philanthropy

57. Give and Take

58. Working WikilyTechSoup.org FastForwardBlog The Social Signal Blog Blogging for the Hearts of Donors: Largest US Charities Use Social Media Seth's Blog (by Seth Godin) http://sethgodin.typepad.com/seths_blog/files/org2.0.pdf The Pew Internet Project Twitter Jump Start FrogLoop Care2 Blog Katya’s Nonprofit Marketing Blog Wild Apricot Blog You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!

59. Links to “WTF?” “WTF?” Blog: (http://www.wtflungcancer.com) Facebook Fan Page (http://www.facebook.com/WTFLungCancer) Twitter (http://www.twitter.com/wtflungcancer) YouTube (http://www.youtube.com/user/jenniferjwindrum You've Dipped Your Toes in the Social Media Waters: How to Move Forward Without Drowning!