Transcript
Social Media Tactical
Approaches and Tools
Social Media and Nonprofits: Two-Day Intensive Workshop
Objectives
• Introduction to tactical framework and tools
GenerateBuzzShare
Story
ListenParticipate
Community Building &
Social Networking
Tactical Approaches
Listen
Buzz
Share Your Story
Participate
Social Networks
Tactical Approaches
Listen Participate
Community Building &
Social Networking
GenerateBuzz
Less Time More time
10hr 15hr 20hr
ShareStory
Tactical Approaches and Tools
Listening is knowing what is being said online about your organization and your field.
A few listening tools …
• What decisions will you link your listening to?
• What key words will you use?
• How will share or summarize what you learn from listening with others in your organization?
Listening
Key Words Are King!
A homeless person isn’t
someone you pass on
your way into a fancy restaurant
Listening with Twitter Search
Twitter Search
“Stroke is a very intimidating and personal subject. While many stroke survivors don’t engage in social media, at least early in their recovery, their caregivers do reach out and share their experiences.” – American Stroke Association
Listening leads to participation
Participation
• Who is empowered to respond and in what circumstances?
• How will you address negative comments or perceptions?
• What is the goal of your participation?
Participation Tools
Less about tool, more about technique
• They’ve paid you a compliment
• Valid client complaint• If information is
incorrect• If you have something
of value to offer
RespondRespond Don’t RespondDon’t Respond
• Trolls• Competitors• Not you
Happy Ending! Givewell uses Network for Good - nearly $70,000 raised
Sharing your story social media style …
•What content or information will be used to update or feed the social media sites?
•Who will assist or support users in remixing your message?
•If you’re aggregating content to establish expertise, what sources?
• What skills or expertise do you need?
Institutional Blog
Aggregates Content
Specialized Content
Personality Blog
What type of blog?
Adapted from Nina Simon: Museum 2.0 Blog
Institutional
Aggregates Content
Specialized Content
Personality
Podcasting
How will you maintain a consistent work flow and content?
Who will be your .org’s voice?
Photo Sharing
How are you engaging with people and encouraging content creation?
Spreading Buzz
A Few Tools
• How will you “brand” your presence on buzz sites? (Personal/Organizational)
• Who will implement and build relationships with influencers?
• How will you get fans to talk about you to their friends?
• What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)
Results7,600+ unique visitors in a single hour
More than 35,000 unique visitors in one day (best ever)
Digg Effect
Twitter for generating buzz and spreading charitable giving …
Community Building and Social Networking
Community Building &
Social Networking
How will your organization represent itself on social networks?
Who will develop or repurpose content?
How will it integrate with your web presence?
What’s your engagement strategy? Who will implement?
Questions
Growth of Facebook fans since Community Manager involvement
Is that growth natural or guided?
• Fan growth by ORDER OF 10 with campaign!
Month ending # of fans Fan growth Event
7/19/08 158 0 Started page
8/19/08 225 67 No action
9/19/08 464 239 Community Mgr begins to post and interact
10/19/08 1023 559 Comm Mgr talks with fans
Small Groups Exercise
• Page 28-29
•Which tactical approach is the best match for your organization?
• Why?
All sources and additional material can be found on the WeAreMedia Wiki
http://www.wearemedia.org/
If you remix this presentation, please add your remixed version to the wiki.
Thank you
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