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
- 7. CAPACITY BUILDINGBegins with creating a map of social engagement
- 8. Cause, campaign or organizational plan?
- 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
- 12. Measurable GoalsConnected to Specific outcomesCall to Action RequestWhat do you want to accomplish?
- 13. What do you want by having & monitoring your social media presence?Drive traffic to your website?
- 14. Increase your org’s thought leadership?
- 16. Donations?
- 17. Buzz?
- 18. Volunteers?What is your call to action?Pick one or two goals: Stay Focused!
- 19. SOCIAL ESSENTIALSMission, Goals, Vision for sharing your storyMinimal Outreach and Community: Facebook & Twitter
- 20. Minimal Listening: Google Alert & Twilert
- 21. Minimal Tracking: Hootsuite & Insights
- 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
- 25. The Right Formula = Your Secret Sauce
- 26. Managing your internal voicesListening to your external voices
- 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
- 29. DigiTAL STORYTELLINGhttp://tiny.cc/tsdigsSocial stories shared amongst trusted friends
- 30. What is your story?
- 31. Organizational voice and branding…What is yourAuthority Position?
- 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
- 33. Don’t Tweet Like CHER.Don’t tweet like Cher
- 34. Don’t make up #uselesshashtags
- 35. Don’t spam via DM
- 36. Don’t call yourself a rockstar or guru
- 37. Don’t put an emoticon or exclamation mark after every tweet
- 38. Don’t be self-referential in all your tweets
- 39. Track click-thru using Bit.ly & do what works
- 41. CONVERSATION
- 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
- 44. DO subscribe to Alerts about relevant topics
- 45. Don’t delete or Ignore negative feedback, address it
- 46. Don’t use your friends and followers for their networks
- 47. DO tag Strategically, redundantly across many channels
- 48. Don’t only broadcast about your org, share stories & respond
- 49. Don’t be a control freak: guide conversations
- 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
- 52. LISTENING
- 54. A few good dashboards
- 55. HootsuitePros:Good for listening, include tags, common misspellings, lists/groups
- 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
- 60. Find what else those people bookmarked
- 61. Find other relevant tags
- 62. Packrati.us = Twitter + Delicious (you tweet, it bookmarks automatically)
- 63. Share your resources via social media
- 64. If you’re listening, you can learn new tags on twitter & search other networks tooINTEGRATION
- 65. Create your own special sauceFigure out what your needs are, use a combination of tools
- 66. Don’t forget about mobile tweeting (Tweetdeck for multiple accounts, channels mobile interface)
- 67. Many mobile clients have pic uploader installed in the app (Peep)
- 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
- 73. Broadcast your events via livestreaming & Twitter
- 74. Follow all your events with wrap-ups & broadcast the Slideshare link
- 75. Have regular events and be consistent about how you share them
- 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!
- 78. Use Delicious to save bookmarks and share them
- 79. Use Scoop.It to help you find topical, relevant, reusable content
- 80. Share it and content from others
- 81. When in doubt, ReTweet and be generous with @replies
- 82. CROWDFUNDING?
- 83. BENCHMARKS & SUCCESSAim for realistic goals as you grow your social presence
- 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!
- 92. Questions?
Editor's Notes
- 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.