1. SOCIAL MEDIA AND
NON-PROFIT GROUPS
Kate McAllen
October 2010
Engaging and constructing a web community
Wednesday, February 9, 2011
2. Statistics
300+ million users Average age: 27
55+ million users Average age: 31
50+ million users Average age: 40+
Trends:
•Boomers, and specifically women 54+, are the fastest
adopters.
•Globalization
Wednesday, February 9, 2011
3. Advantages
connect non-profits with:
like- minded individuals
cutting edge power players
influencers in the non-profit and for profit
social entrepreneurship sphere.
build an organic community of
communicators – as well as those who
share content like crazy and are linking up
the web in meaningful ways.
demonstrate participation and strategic
transparency in the social media sphere
Wednesday, February 9, 2011
5. Twitter
Fundraising
Kennedy Krieger on Twitter
microdonation services GBMC on Twitter
twitpay
Melwood
Updates/News
relevant articles, event
invitations and general news
about non-profit work
Questions
“Google plus the human
element”
Wednesday, February 9, 2011
6. Challenges
Focusing on FB/Twitter will draw away
from the website, users may lose relevant
and detailed information and only digest
small sound bites.
Can a non-profit’s image and mission be
conveyed in brief nuggets?
Long term commitment/possible hurdle if
mission or organization changes
Wednesday, February 9, 2011
7. Challenges in IT
HIPAA Regulations
Removing the anonymity of consumers
Photos of consumers, information in building
“I worked with so and so today…”
“Trashing” company in comments
Wednesday, February 9, 2011
8. Tactics in IT
Kennedy Krieger Institute on
Create Corporate sites on Facebook
FB The Arc of Baltimore on
Facebook
Abilityto regulate comments
GBMC on Facebook
Increased privacy and
security
Key point of contact
Wednesday, February 9, 2011
9. Challenges in HR
Consent from employees regarding
pictures
Access to Facebook site by employees
during work time
Keeping clear and defined goals and
strategies for all business communication
tools
Wednesday, February 9, 2011
10. Tactics in HR
Have clear end goals and statement of
intent for purpose of Social Media
diversification
Creating Internet Policy and implementing
it in New Hire packets
Create committee with representatives
from HR/IT/PR/Consumer Relations to
discuss end goals
Wednesday, February 9, 2011
11. Social Media and Internal
Communications
Wednesday, February 9, 2011
12. Social Media and Internal
Communications
Static vs. Dynamic
Wednesday, February 9, 2011
13. 7 Outcomes of Organizational
Communication and Social Media
Source: Nate Riggs, 2010
Wednesday, February 9, 2011
14. 1. Information Flow and Decision
Upward and Downward Communication
Broadcast questions, mission statement
throughout organization and get a quick
response
Share knowledge and enable knowledge
sharing
Wednesday, February 9, 2011
15. 2. Promoting Internal Transparency
Employees want to know what is going on
in their organization
Having the ability to understand why
decisions are made is just as important to
internal groups as external groups
Using social media tools to create internal
transparency, context and understanding
around organizational decisions can result
in greater satisfaction, trust in and
connectedness to organizational
leadership.
Wednesday, February 9, 2011
16. 3. Reducing Communication
Creating visibility to information on a one-
to-many platform.
Find employees internally who can support
and help development of projects
Wednesday, February 9, 2011
17. 4. Visualizing Organizational Culture
increase employee engagement and
strengthen the sense of belonging in
regards to company’s brand values and
mission.
“Water cooler feel”
Targeted Facebook Ads are being used to
drive potential candidates who might be
looking for a new career direction into that
conversation.
Wednesday, February 9, 2011
18. 5. Employee Retention and Recruitment
Bring on new talent, if they are provided
with a centralized and visible platform in
which to recruit.
Employees who feel a sense of trust and
belonging for the organization in which
they work, tend to want to stay on board if
factors like pay, location and opportunities
for self-actualization are on par with their
personal objectives.
Higher employee retention rates typically
result in lower training costs.
Wednesday, February 9, 2011
19. 6. Reduction of Communication Noise
New opportunities for employees to not
only communicate, but also gain analytical
data on where inefficiencies and
breakdowns might exist.
Wednesday, February 9, 2011
20. 7. Communicating Across Boundaries
Obliterate physical boundaries in a very
efficient way.
New communication flow processes and could
significantly impact travel
“Outside the Cube” “One Degree of
Separation”
Source: Nate Riggs, 2010
Wednesday, February 9, 2011
22. Census Bureau FB
Comments Policy Policy Comments
USDA
Policy Media Guideline
Social
1. Remind employees to familiarize themselves with the employment agreement and
policies included in the employee handbook.
2. State that the policy applies to multi-media, social networking websites, blogs and
wikis for both professional and personal use.
3. Internet postings should not disclose any information that is confidential or
proprietary to the company or to any third party that has disclosed information to the
company.
4. If an employee comments on any aspect of the company's business they must clearly
identify themselves as an employee and include a disclaimer.
5. The disclaimer should be something like "the views expressed are mine alone and do
not necessarily reflect the views of company."
6. Internet postings should not include company logos or trademarks unless
permission is asked for and granted.
7. Internet postings must respect copyright, privacy, fair use, financial disclosure, and
other applicable laws.
8. Employees should neither claim nor imply that they are speaking on the company's
behalf.
9. Corporate blogs, Facebook pages, Twitter accounts, etc., could require approval
when the employee is posting about the company and the industry.
Wednesday, February 9, 2011
23. Coca-Cola Social Media
Objectives Principles
Online Database of Social Media
Policies
raise funds
support for important social issues
organize, promote and manage events
promote your organization's blog, latest news
and meetings
raise public awareness and money for advocacy
efforts
stay in touch with core audiences on an
ongoing basis
Wednesday, February 9, 2011
24. Mission Statement for Social Media
We are engaging in the social media sphere in
order to build awareness of our services and
to increase engagement in our mission to
provide uncompromising human services to
those in greatest need.
We will use our Corporate Page to share
stories of triumph and to encourage
participation in the discussion about our
community commitment and development as
well as our desire to encourage growth, foster
independence, and enrich the lives of the
individuals we serve.
Wednesday, February 9, 2011
25. Social Media Plan
Eyeballs and Ears
vs.
Hearts and Minds
d ia
l Me
o cia
ssS
C ro ok
ed d b o
R n
Ha
Wednesday, February 9, 2011
26. Eyeballs and Ears
Share observations on the industry
Trends that you are noticing
Link to things you like and dislike
Legislations
Events
Wednesday, February 9, 2011
27. Hearts and Minds
Develop credible voice along the
parameters of engagement, humility, and
authenticity.
Success stories
Wednesday, February 9, 2011
29. Thinking about…
Synching internal culture with the external
brand
Gauging leadership appetite for risk and
experimentation
Matching tactics with measurable business
objectives
Identifying needs for new tools vs. existing
tools in need of a “digital facelift”
Identifying resources for community
management/moderation
Defining what success will look like, feel like
Wednesday, February 9, 2011
30. Conclusion
Multi-departmental approach to
Social meet strategic, communications and
performance goals
Addresses concerns, nourishes
Media
culture and provides information the
encourages two-way interaction
Improves: Find and inform users in a
compelling way that resonates with
diverse audiences
Wednesday, February 9, 2011