Take 1 small step
to improve your
• SMARTer Social
• Social Content and
• Being Efficient
If you can’t fly then run, if you can’t run then walk, if you can’t
walk then crawl, but whatever you do you have to keep
CRAWL WALK RUN FLY
Where is your organization?
Linking Social with
Pilot: Focus one
program or channel
social but no
learning in all above
Brand on Social,
Not Leader or
Network Building – both
Formal Champions –
Content, and Measurement
Reflection and Continuous
Share Pair: Where’s Your Organization Now?
• Is your organization at
crawl, walk, run, or fly?
• What do you need to do
Networked Nonprofit Mindset: A Leadership Style
• Leadership through active social participation
• Listening and cultivating organizational and
professional networks to achieve the impact
• Sharing control of decision-making
• Communicating through a network model,
rather than a broadcast model
• Openness, transparency, decentralized decision-
making, and collective action.
• Being Data Informed, learning from failure
Best Practice: Write Down the Rules – Social Media Policy
PEOPLE: Artists and people in their neighborhood
Increase engagement by 2 comments per post by FY 2014
Content analysis of conversations: Does it make the
organization more accessible?
Increase enrollment in classes and attendance at events by
5% by FY 2014
10% students /attenders say they heard about us through
Facebook, Instagram, or Twitter
Show the human face of artists, remove the mystique, get
audience to share their favorites, connect with other
Focused on Facebook, Twitter, and Instagram to use best
practices and align engagement/content with other channels
which includes flyers, emails, and web site.
POST APPLIED: SMALL NGO
• End Users of Programs
• Policy makers
• Business Leaders
• Local Organizations
• State and National
POST: DEFINE/Know YOUR AUDIENCE
• What keeps them up at
• What are they currently
• What social media channels
do they use for
• What influences their
• What influences their
• What’s important to them?
• What makes them act?
PERSONAS APPLIED: SMALL NGO
Cathy, in her 20’s, uses
Instagram and Facebook
to share her art work.
Wants to participate in
programs and exhibits at
Lee, lives and works in the
neighborhood. Is a cook. Uses
Facebook on his mobile phone. Has
not visited the gallery because he
thought it was a private club.
California Shakespeare Theater
California Shakespeare Theatre
California Shakespeare Festival
As the season approaches -- the names
of that season's directors and
• Think about objectives and audience
• What are different ways that your audience can
engage or take action with your organization or
campaign to reach that goal?
• What motivates a person to get to the next level?
• Who influences them or who do they influence?
Think and Write: Engagement Activities
Low Medium High
Comment on Facebook or
other social channel
Share content on Facebook or
other social channel
Like content on Facebook or
other social channel
Learn more about the issue
Take part in a physical event
Organize a fundraiser
Ask people in your network to
Ask people to like, share, or
comment social media
Write an email
Talk to other people
Wear cause related clothing
Make a donation
Adopt a Pet
PEOPLE: Individuals, Journalists, Donors, Policymakers
Increase awareness of plight and needs of Syrian Child
Increase engagement around need for humanitarian support
Raise $x for Syrian Children’s Relief Fund
Share gritty truth in sobering way: children are victims of violence
and war through specific stories and overall statistics
Activate champions and influencers to spread content and stories
to their networks
CTA: Activate petition signatures and donations
Infographic and photo stories distributed through social channels
Email for donations
NY Times AD During UNGA Week
Song/Video by Ellie Goulding telling real stories from real
Live donor call from Jordan and Reddit
CE0 Carolyn Miles Twitter
Linking Content To Objectives & Workflow
What Channels To Focus On?
All brands can benefit from a Facebook page. Simple to
update, had an ad platform, and largest user base.
Your audiences wants to talk to a real person. Twitter is great
for this. Also good for reaching influencer audiences: media,
journalists, policy makers, etc. Useful for Internal champions.
LinkedIn is great for professional networking for both
individuals AND organizations. If goal is to establish a more
professional looking brand. Useful for internal champions.
Blog platforms like Tumblr are great for shareable multimedia
because the content has a long lifecycle. Blogs are good base
to publish content that can be easily repurposed through other
The Basic Platforms
What Channels to focus on?
Good for Brands with a lot of visual content. Easy way to curate content
from your programs or other related sources. Big user-base for food,
fashion, fitness, and DIY.
Great platform to connect with audience that appreciate visual content.
Leverage hashtags, geotagging and influencers on Instagram in your
topic area. Instagram has a large Gen Z and Y user base
Allows your audience to vide your brand’s video content on all
devices. People are consuming video content more and more.
Easily repurpose for other platforms (Facebook, Instagram)
Live video streaming mobile app that allows audiences to
interact with brand in real time
Easy and quick way to share content or “stories” which can be
photos or videos. Largest users are Millennials and GenZ.
• Focus on the channels that the target audience uses
• Master the basics first
• Experiment with adding channels, with small pilot first
to learn and incrementally investing based on results
• Don’t try to do all at once – too overwhelming
• How to repurpose content creatively across channels
It’s A Team Monthly Process of Continuous Improvement!
Features News How To
What is a content strategy?
• Real Time and Planned
• Ever Green and Timely
• Original and Curated
• Words and Pictures
• Long and Short Form
• Repurpose and Recycle for Different Channels
Date Hook Web Email Facebook Twitter Blog
1. Brainstorm an editorial
calendar for one week.
2. Use template, sticky notes,
and poster paper
Exercise: Content Strategy Brainstorm Storm
Social Content Optimization
• Focus on publishing high-
quality, engaging, relevant
• Timing and Frequency
• Write headlines 25x
• Use images/visuals, but
vary type of content
• Clear to call to action
• Test, Test, Test
• Write 25 times, pick best ones
• Don’t give it all away in the headline
• Also, don’t give it all away in the excerpt,
share image, or share text
• Don’t form an opinion for the end user. Let
them do that
• Don’t depress people
• And don’t over-think it. Some of your
headlines will be terrible. Accept it and keep
• Be clever
Writing Headlines: Tips
Writing Headlines: Share and Debrief
• Share your headlines with another
• Reflection question: Was the best
headline the first one? It usually
never is. The point is that if you
brainstorm 25 headlines, you are
likely to come up with a much
better headline than if you only
brainstormed one headline.
Tips and Tools
• Don’t just use an image
to use an image
• Don’t use boring or
• Avoid over use of stock
• Keep size and color in
The Ultimate List of FREE Stock Image Collections
Result Metrics Analysis Question
Does your audience care about the topics your
content covers? Are they consuming your
Does your content mean enough to your
audience for them to share it or engage with it?
Does your content help you achieve your goals?
Does your content help you raise money, recruit
volunteers or save time?
Measuring Your Content
Measurement Tools Overview
Understand Audience Demographics
Measure Traffic from Social Media Channels
Engagement, Views, and Clicks
Twitter Analytics Dashboard
Engagement, Views, and Clicks
Spreadsheets: Most Important Tool
• Work in pairs with someone from your
• Visit the Facebook Insights page for your Fan
• Review the audience demographics section.
What did you discover?
• Visit the POSTs section and sort it by reach.
Look at the 3 highest and 3 lowest scoring
posts for views. What did you discover?
• Sort POSTs by Engagement. Look at the 3
highest and 3 lowest. What did you discover?
6 Tips for Fitting In Social Media in a Packed
1. Time box work flow
2. Go mobile
3. Do more content curation
4. Use social media scheduling tools
5. Recycle, Repurpose, Remix
6. Focus, Focus, Focus
1. When you open email or do social media tasks, does it make you feel anxious?
2. When you are seeking information to curate, have you ever forgotten what it was in
the first place you wanted to accomplish?
3. Do you ever wish electronic information would just go away?
4. Do you experience frustration at the amount of electronic information you need to
5. Do you sit at your computer for longer than 30 minutes at a time without getting
up to take a break?
6. Do you constantly check (even in the bathroom on your mobile phone) your email,
Twitter or other online service?
7. Is the only time you're off line is when you are sleeping?
8. Do you feel that you often cannot concentrate?
9. Do you get anxious if you are offline for more than a few hours?
10.Do you find yourself easily distracted by online resources that allow you to avoid
other, pending work?
Self-Knowledge Is The First Step
A few quick assessment questions
Add up your score: # of YES answers
• Understand your goals and priorities and
ask yourself at regular intervals whether
your current activity serves your higher
• Notice when your attention has
wandered, and then gently bringing it
back to focus on your highest priority
• Sometimes in order to learn or deepen
relationships -- exploring from link to link
is permissible – and important. Don’t
make attention training so rigid that it
Source: Howard Rheingold
What does it mean to manage your attention while you do
social media tasks?