Social Media For Non- Profits A Life on Facebook
Social Media For Non-profits
May 10, 2015
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
The goal for this morning’s presentation is to familiarize you with the
scope of social media possibilities while
equipping you with the foundation to start using
them successfully.
My Goal
1. Social Media is a Commitment
2. You get out what you put in
3. Social Media is NOT an exact
science.
4. Add Value to the Conversation
5. You NEED to respect the power of
Social Media
Key Takeaways
Key findings
The GlobalWebIndex study found these to be the major insights into social media usage:
Active usage of the major, global social platforms is growing worldwide with mobile being
the key driver
Google+ remains the second most actively used social network with 318.4 million active
users in 31 markets
Emerging platforms have experienced notable growth in popularity since Q2 2013 with
Pinterest and Tumblr being currently the fastest growing global social media
Facebook maintains the highest percentage of active users among account owners at 62%
globally. This compares to 51% for Twitter and 44% for Google+
Mobile and tablet usage is beginning to heavily impact social media usage with mobile
having the biggest effect on Twitter which is used by 94 million active Twitter users to
share photos compared to 140 million on PC. This is the highest proportion of mobile vs. PC
photos sharing of any social network
Latest Social Media Stats
Social Media Explained 2
Social Media Explained
Tell your Story – What’s unique about your organization?
Share photos, videos and links Create dialogue – allow people to share and
engage with your message. Ask questions. Measure and Optimize – Which messages
have been effective? Which ones have been ineffective?
UNICEF, Wounded Warriors, Human rights Campaign
Instagram is an excellent way to compliment your Facebook and Twitter account.
Your Instagram account can tell the story of your non-profit and help you share your mission with the world.
Post images that give followers a glimpse into what your organization is all about and help people connect with you.
Experiment with different types of photos and the frequency with which you post. Your community will give you feedback in real-time.
Listen and adjust 10 Inspiring Non-profits on Instagram
Tweet about things your Audience Cares about – Link to newsworthy events that people are already talking about and relate them to your cause
Tweet in the Moment – Gives your voice authenticity and lets people in on the action. Quote the guest speaker, take a photo…etc
Use Relevant Hashtags – Hashtags label your conversation and makes them searchable. If you create your own SEARCH it first.
Use Call to Actions – It’s amazing what people will do if you ask, “Check out our…” or “Please Retweet.”
Include Links – Tweets containing a link are three times more likely to be retweeted.
Experiment with posting frequency and times UNICEF, Red Cross, Save the Children
The most powerful tool to tell your organization’s story
It’s an excellent source of relevant content while driving traffic to your channel.
YouTube offers additional benefits to nonprofits including adding a donate button, being listed on YouTube’s non profit channel and the addition of a call-to-action.
The Nature Conservancy , SOS Children Villages Neurosurgery Kids Fund – Camp Everest 2012
Youtube
6 seconds. That’s all you’ve got to make an impression on Vine.
The video only records while your finger is touching the screen.
Your only limit is your creativity How to Play With your Food, Table Toast, Light Troubles
Show what you do best, whether its rescuing an animal, putting a smile on a child's face or planting a tree.
Say thank you – it doesn’t need to be complicated
Vine
Google +
Google + is a behemoth and is one of the fastest growing social media platforms in history.
Google + basically combines Twitter, Facebook and Linkedin into one package.
Google + uses Circles to categorize those you follow Like Facebook, Google + emphasizes visual story
telling Ties into your existing Google accounts i.e Gmail,
Google Docs & YouTube Google + is here to stay and it’s worth looking into Save the Children, The Nature Conservancy
This is the personality you portray to your followers
Your voice is what separates you from your competitors
Once you have decided on your voice commit to it People will ultimately follow your Social Media
Channels because you are a subject matter expert in your field.
People want to talk to and hear from people, don’t be a faceless organization
Cultivating Your Voice
Understand your Audience:
Know your target audience
You’re busy. So are they
Employ the Golden Rule
Be Responsive
The Anatomy of a Good Post
Plan Your Content:
Develop monthly content strategies
Check your social network(s) daily
Be as visual as possible (pictures, videos, links etc…)
Use Social Media to conduct informal research (ask
questions)
Identify key influencers and engage them in
conversation
The Anatomy of a Good Post
Questions to ask yourself before hitting “Enter”:
Which Social Media platform is appropriate for this message?
Why are you sharing this message? What is the value added by this message? Can I add a relevant link, photo or video to
this message?
The Anatomy of a Good Post
Every organization will have differing goals and how you achieve those goals will be unique to your organization.
They should follow SMART guidelines:
Specific
Measurable
Achievable
Realistic
Timed
Set Goals, Measure Results
Examples: Increase the number of volunteers by 15%
before our Christmas event. Identify 20 influencers on Twitter to build
relationships to blog, retweet and spread the word about our latest program.
Garner 500 views of our new promotional video in the first three months after it’s release date.
Set Goals, Measure Results
Move fast - The longer you take to respond the greater the risk of appearing unresponsive, uncaring or secretive. Aim to respond within 24 hours.
Be accurate - Be as factual as possible. Double-check the facts before you respond. If you’re not confident about the answer, acknowledge the question or statement, express concern and state that it’s being looked into, then follow-up.
Be transparent – Mistakes will happen, take responsibility then fix them. Denials, evasions and insincere apologies may simply inflame the situation. When possible and if prudent, take the conversation out of the social media spotlight, direct messages, email or a phone call may be a more efficient means of defusing a situation.
How to Handle Negative Comments
Be sincere - If the complaint is genuine, sincerely apologize. Remember an apology is useless unless the problem is resolved in a reasonable and time sensitive manner.
Humanize the situation - Respond directly to the individual using their actual names when possible. Look to use language that is accessible and empathetic while remaining professional. Avoid jargon.
Avoid confrontation - Steer clear of arguing online. If the situation is volatile, step back, take a calming breath and do your best to take the conversation offline.
How to Handle Negative Comments
Take control - Negative comments should be actively managed. Proactively correct misinformation. Ensure discussions remain within the parameters of our Social Media Guidelines. And remember that it is within your rights to ban members who consistently break the rules, though you may want to explain why you are doing it both to the individual and to the community as a whole.
Limit censorship - Critical voices are a cost of entry to the social web, and deleting or demanding changes to negative posts can provide cynics with a powerful rhetorical weapon. Always attempt to maintain the high ground. Deleting content or threatening people may simply result in the complaints going viral.
How to Handle Negative Comments
Not Responding to Tweets/Comments Too much scheduled content Shameless Self Promotion Completely Random Posts Not sharing the love Over posting
Facebook 1- 2 times a day Twitter 3 -5 times a day unless Live Tweeting an
event
Surefire Ways to Lose Followers
1. Social Media is a Commitment
2. You get out what you put in
3. Social Media is NOT an exact
science.
4. Add Value to the Conversation
5. You NEED to Respect the power of
Social Media
Key Takeaways
We will look at:
How to Listen to your AudienceStrategies that workHow to Measure EngagementFacebook Edgerank AlgorithmThe Power of Facebook AdsWhat is Hootsuite and why you should use itCrafting your Social Media Guidelines
Future Workshop
Q & A
Related Documents
