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Social Media: transforming the way nonprofits communicate
This document provides an overview of how non-profits can use social media to communicate more effectively. It discusses what social media is, why non-profits should engage with it, and how to get started. Key points include that social media allows for conversations rather than one-way messaging, non-profits should listen to online conversations and select tools based on goals and audience, and that success can be measured in various ways beyond traditional metrics like donations. The document provides resources for non-profits to learn more about using social media.
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Social Media: transforming the way nonprofits communicate
- 1. Social Media: transformingthe way nonprofits communicate Leave a Legacy: Non-Profit Education Day March 12, 2010 Farra Trompeter farra@bigducknyc.com
- 2.
- 3. It’s about reachingand connecting people
- 4. traditional media social media Encyclopedia Wikipedia Brittanica New York Times TechCrunch Print newsletter eNewsletter, Twitter, Facebook
- 5.
- 6.
- 7. Maybe you shouldn’t… Socialmedia is not… • Free • A silver bullet for fundraising • An opportunity to control your message • An opportunity to tell everyone what you think • Inherently appealing and cool to millenials • An alternative to clear messaging/mission
- 8. That said… Social mediais… • Pretty low cost • Growing by leaps and bounds • An opportunity for conversation • A great way to reach certain audiences • A complement to the messages you’re sharing through other channels
- 9.
- 10. Average social networkuser = 37 Feb 2010 http://royal.pingdom.com/2010/02/16/study-ages-of-social-network-users/
- 11. Who’s where? Dec 2009 116 million unique U.S. visitors Slightly more female Mostly younger, aged 13-34 24 million unique U.S. visitors Slightly more male College education (33% have a graduate degree vs. Internet avg of 21%) Generally older, more educated, and more affluent 23 million unique U.S. visitors Peak at the 18-34 age group (16% of its total vs. 8% of the total Internet audience) Less wealthy than those on Facebook and LinkedIn http://www.openforum.com/idea-hub/topics/marketing/article/improve-your-social- media-strategy-by-paying-attention-to-demographics-laura-aronsson-and-bianca
- 12.
- 14. Why do peopleparticipate? • Keeping up with friendships • Making new friends • Succumbing to social pressure from existing friendships • Paying it forward • The altruistic impulse • The prurient impulse • The creative impulse • The validation impulse • The affinity impulse Source: Groundswell (book)
- 15. How do peopleparticipate? © http://blogs.forrester.com/groundswell/2010/01/conversationalists-get-onto-the-ladder.html
- 16. Great! So now whatdo I do?
- 18. Start by listening © robertcarlsen
- 19. Listening Online • Setup Google alerts, Technorati search, Twitter search, etc. http://socialmedia-listening.wikispaces.com/Tools • Your name and people connected to your organization • Your organization’s name • Program or event names • Peer/competitor names and program/event names • Your tagline or other key phrases • URL for any web properties (main website, blog) • Related issues/topics • Common misspellings Source: Beth’s Blog, Beth Kanter
- 21. Select the toolsbased on goals + audience, and what you can manage. © BoomeraATV
- 22. Source: Beth's Blog:How Nonprofits Can Use Social Media http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
- 23.
- 24. Be nice, share,and say thank you. © OMP Production
- 28. should be more conversation, less marketing
- 29. If you wantpeople to care, make it about them… not you! http://www.angelamaiers.com/2008/09/my-twitter-enga.html
- 30. Help the communityconnect. © parentprojectmd
- 34. Bring all youronline communications together. © fhoke.com
- 39. Don’t forget aboutother online listings.
- 41. Expand your definitionof success • Increased awareness of your cause • Shift in your org’s reputation • New and repeat program participants, activists, donors • Increased requests for your programs • Pageviews/clicks/comments/fans/etc. • New email addresses/contact info • Signatures/actions taken • Dollars raised • Mentions online
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- 72. Resources • NTEN: WeAre Media http://www.wearemedia.org • Social Technographics http://blogs.forrester.com/groundswell/ • Beth’s Blog: How Nonprofits Can Use Social Media http://beth.typepad.com • Frog Loop: Build Your Own Listening Dashboard http://bit.ly/3JIwZ • Using Social Media To Meet Nonprofit Goals http://www.idealware.org/sm_survey/download.php • Nonprofit Social Media Benchmarks Study http://www.e-benchmarksstudy.com/socialmedia/
- 73. Let’s stay intouch bigducknyc.com/blog bigducknyc.com/blog/?author=6 linkedin.com/in/farra facebook.com/bigduck facebook.com/farratrompeter twitter.com/bigduck twitter.com/farra farra@bigducknyc.com
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