Session from the Florida Housing Coalition's annual conference on Social Media Capacity Building for Nonprofits.
Online Community on the web is no longer solely designated to your website’s forum or email list. You must now learn how to address and engage with your community in many locations across various social media channels. This session will introduce the basics of the must-have tools, and introduce a few lesser-known tools that will help your organization more efficiently manage your community of volunteers and supporters. We will explore the common pitfalls and give you a leading edge on how to avoid them. We will also look at time-saving, third-party listening tools, so you can quickly and easily have a bird’s eye view into all conversations about your organization and respond to the questions about your organization that are being distributed throughout the social web.
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Social Media Capacity Building for Nonprofits
1. SOCIAL MEDIA CAPACITY BUILDINGStep by Step Solutions for Your Nonprofit OrganizationSusan Tenby @SuzboopOnline Community & Social Media DirectorTechSoup Global
2. Social Media Conversation in CommunitySusan TenbyOnline Community/Social Media Director,TechSoup Globalsusan@techsoup.org@suzboopSusantenby.com
3. We are working toward a time when every nonprofit and social benefit organization on the planet has the technology resources and knowledge they need to operate at their full potential
4. TechSoup Global has established an extensive partner network in 32 countriesAustraliaBelgium BotswanaBrazilBulgariaCanada Chile CroatiaFranceGermany Hong Kong HungaryIndia IrelandJapan Kenya Luxembourg MacauMexico Netherlands New Zealand Poland RomaniaRussiaSlovakiaSloveniaSouth AfricaSpainTaiwanUnited KingdomUnited States
5. Online Community and Social Media TeamDouble-click to enter titleCommunicating across social media channels for the TechSoup Global online networksDouble-click to enter text
10. FloridaHousingCampaignor organizational plan?Mission & Purpose?What do you want to accomplish?Measurable GoalsCall to Action RequestOrganizational voice and brandAuthority Position?Step One:CHART THE COURSE:Determine whichChannels are right for you – and right for your audiences to receive you
11. WHY Social Media?_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITYMission
24. Social Media Planning: Methods,Options, Outlets Storytelling Channels & ElementsVideo (short) Documentary Other film/TV Streaming Media Events Games Checkins- Geocaching Online Ads Print Media Visual Advertising Websites Twitter Facebook LinkedIn Google+ Groups and ListsOther Web CommunitiesA sample of media channels and places to consider story and campaign integration
27. Who do you want to participate?How do they participate?At a minimum...When setting up your networks, make sure you include the following:1) Photo and/or logo2) Links back to your website3) Content about you or your organization
32. Digital Storytelling: Content Production &DistributionWho voicesyour social sites? Outreach:Identify newPotential partnersAcross many media Outlets & ChannelsWhat is your story?Who is telling it?With what voice?Find your peeps through hashtags and Twellow
42. Hashtags#NPtechResearch and find tags from many communities related to your fieldParticipate in conversations that help you engage new audiences and strengthen your authority positionsUse tags to organizeInformation and grow diverse conversations
43. Social: What to do & what NOT to doDO find a third party listening dashboard tool that you like such as NetVibesor Google Reader for RSS/alerts
50. Don’t just expect someone will run your SM channels, designate someone!
51. DO track your progress using social analytics tools that help you track success Amplify, but speak the right local language Don’t use other people’s pages as a platform for your spamDon’tAuto Feed your Status updates to FacebookDon’t use Selective TweetsDo take a little time, show you careDo take advantage of features of the channel such as crosstagging to groups, people and places at once with linksDo find your niche community & stay focused on that topic
56. Allows us to follow multiple streams across many social media sites, creating specialized campaign and search tabs for various projects, events and organizations
57. Paid version gives downloadable reports for ROI informationCons: Free version won’t allow for multiple accounts or multiple usersCoTweetPros: FREESchedule & assign Tweets ahead of time PR releases & allows teams to manage accounts
58. CoTweet & Hootsuire allow us to see who responded, when & so we can figure out how to follow up to each requestCons: Not as easy to use as a listening interface
59. Use Delicious to serendipitously search for your peepsLook for others using a tag you choose
68. Figure out a workflow that isn’t confusing to avoid Freudian tweets
69. When you don’t have anything to say: Curate, ReTweet, reply to conversations using hashtags and Share widely
70. Think more about RETWEETS & amplification than followersSocial MediaPolicy?Don’t bother writing your own. There are TONS out there!See: http://npsocialmedia101.wikispaces.com/Facebookhttp://www.scoop.it/t/social-media-policies-in-the-work-place
71. Be Redundant: Amplify Your Events & MessageRemember your audience is in more than one community
72. Think about these channels as communities, speak their language, use the local media
76. Enlist volunteers to live-tweet / blogSHARING is a deeply passionate activity for engaged audiences to continue conversations+SHARING is an act of conversion
77. Curate, Point to others, Save bookmarks & Share Don’t ever be afraid of having nothing to say: you can always Curate!
84. Know your goals and communicate the stepsTimelines:VISION STRATEGYPROGRAM TIMINGDELEGATIONINVOCATIONCOMMUNITY CARECEREMONIOUS CLOSINGANALYSIS & WRAPUPSTEP TWO:STRATEGYKnow your course, deadlines, and work out a plan step by step
85. EXAMPLE OF CAMPAIGN TIMELINEReminder to promote all this week from TS and personal accounts. Here’s a trackable bit.ly to use: http://bit.ly/tstext2give Marketing timelineSeptember 19 Promo blog post synopsis due to Patrick by MichaelSeptember 21 Promo blog post due in blog tool by Susan ChavezSeptember 22 By the Cup (9/27) text due by MichaelSeptember 26 Content spotlight on homepage goes liveWeek of September 26 Tweets, Facebook, LinkedIn promotion by all team begins, listserv promo text due to URAN by MichaelSeptember 29 By the Cup (10/4) text due by MichaelOctober 3 Targeted outreach and DMs to friendly tweeters and content experts#Text2Give tweetchat
89. Nonprofits rely on multitasking teams working 10 hours a week or more on posting, listening, analysis and conversation on the social webMost organizations have almost no budget for social media yet some leverage thousands in support thru volunteers
90. Timing and Investment NeededBlogs: 1-4 hours per postTwitter: 5-30 minutes a dayFacebook: 5-30 minutes a dayLinkedIn: 15-30 minutes, weeklyListservs: 30 minutes weeklyOther Groups: 30 minutes weeklyPhoto Uploads: 15 minutes weeklyVideos: 2-4 hours a weekCuration: 1 hour a weekTotal Average Social Media Time: 90 minutes per day11 hours per week
91. MINIMUM Time it will take: 10 minutes a day3 minutes: Check for Twitter chatter about yr organization and sub-sector.2 minutes: Scan Google News and Blogs Alerts for important articles and mentions.3 minutes: Filter and flag relevant sector-related LinkedIn group and Quora questions.2 minutes: Log in to Facebook to scan your wall and comments.If you have 5 extra minutes, chime into a listserv to keep yr presence there!
Cher uses ALL CAPS, tweets longer than 140 so her stream is one long, disjointed tweet
Janetfouts.com/listen and http://janetfouts.com/controlling-the-conversation/
Take advantage of FB’s graphical interface, don’t usehashtags, they aren’t serving their purpose on FB, tag via FB’s tagging convention.
Having events gives you a reason to share with your community, helps you reach outside communities, gives you the opportunity to be found on topical communities in the archiving, like Slideshare. Enlisting volunteer bloggers and tweeters opens your community up to more people, giving them ownership of the community. Helps create user-generated content.