Using Social Media/Technology to Increase Access to Services

Using Social Media/Technology to Increase Access to Services

Bring out your phones & turn the ringer off.

#socialmedia@edaconsulting

The Power of Social Media

11/1/2012 www.edaconsulting.org

What are your fears?


Cons to Using Social Media

• Loss of control• Time investment (training,

maintenance )• New communication structure• Ideas and opinions that are

shared may change over time• Getting staff/board investment

in new technology• Transparency


• Recruitment, cultivation, STEWARDSHIP

• Build relationships• Tell your story• Bring people into your

organization• Transparency • Get feedback• Cost effective & green• Quick & easy!


Social Media Lifecycle


Crawl

Characteristics Areas of Improvement First Steps

Not using social media consistently

Resistant to change

Struggle with control

Need basic marketing plan (i.e. branding, print materials, online outreach, etc.)

Leadership-driven change in culture to adopt online engagement

1. Develop communications strategy (audience, goals & objectives, etc.)

1. Listen & develop online presences

1. Leadership initiated discussion about engagement


WalkCharacteristics Areas of Improvement First Steps

Using 1 or more social media platforms, but not consistently

Online presence connected to marketing goals

Learn & use best practices

Focus on 1 – 2 social media platforms

Need to link to campaign, program(s), objective(s)

Need to link goals, objectives, and activities

Need to identify audiences

Collect data for measurement

1. Low-risk pilot program to demonstrate ROI

1. Build implementation capacity internally

1. Create/revise social media policy

1. Integrate and document measurement data


RunCharacteristics Areas of

ImprovementFirst Steps

Strategic use of multiple social media tools

Part time of full time staff for digital communications

Board using social media in governance

Social media usage integrated throughout org

Has developed relationships & technology integration

Need more sophisticated measurement tools

Find ways to increase more involvement from staff across the organization

1. Social media staff trains & coaches other org staff

1. Research more sophisticated measurement data, tools, and processes

1. Evaluate, revise strategies

1. Share success stories with other orgs


FlyCharacteristics

Embracing culture of learning

Use social media data to help the leadership guide decisions

Demonstrate clear and compelling results

Networked with other organizations showing similar success

Internalized social media communication best practices including: Strategy Implementation Integration Evaluation


What do you need for great social media work?

• A plan linking efforts to programs & mission

• Selected, targeted social media platforms

• Skills & commitment to using social media

• Organizational investment

• Culture that embraces social media

• Willingness to listen, learn, & adapt

• Measurement & eval strategies

• Ability to take small steps to build from


Have a Giggle


TEN TIPS FOR USING SOCIAL MEDIA


1. Social Media is A Tool, Not THE Tool


2. Social Media is a Plant


3. Adding Value


4. Two – Way Street



5. Cultivation, Stewardship, Recognition

6. The Next Generation


7. It Ain’t Free

“Many nonprofits (particularly the smaller ones) lack the resources

to communicate effectively. The Internet offers the opportunity to cost-effectively build a

community of supporters.”

-ePhilanthropyFoundation.org


8. Not Everyone “Diggs” Social Media


9. Selling Social Media


10. Have a Plan


Questions


Elements of a social media plan

PurposeGoals & ObjectivesTools & ImplementationEngagementInsuranceMeasurement


Why Plan?

• Map for activities• Explain why you are using

social media• Measurement• Clear guidelines,

expectations• Other?


Identify Purpose(s)

Learn more about social media Reach a different demographic Connect more with a current

demographic Access other research or

resources Promote

brand/event/idea/product Communicate Share your story Other?


Goal and Objectives

Increase website traffic Sell more product Share ideas Learn about resources in

your field Promote an event or idea Develop your brand Test ideas Other?


Tools and Implementation

• Blog– How often will you blog?– What will you blog about?– Who will blog?

• Twitter– How often will you tweet?– What will you tweet

about?– How will you track?– Who will you follow?– Who will tweet?

• Facebook– Profile/Group/Page– Who will manage?– Facebook Ads?– Will you link to Twitter?

Ping?

• LinkedIn– Group and subgroups?– Who will you invite to join?– Who will be admins?– How often will you post?


Implementation Who will manage your social

media? Who will contribute to your

social media? Board members Staff members Volunteers Stakeholders

Way to tell your organization’s story

Ask questions Solicit dialogue


Some Insurance Keep it simple, but include: Purpose of the social media

tool or online sharing Who can use the online tools What is your org’s purpose in

using these tools Examples of information that

should be shared User guidelines Consequences for violation(s) Reconfirm commitment to

mission


Evaluation Examples

Record website hitsTrack with Bit.ly or tinyurlUse hashtags to track postsAre you listed? (Twibes)Facebook AdsFeedburner/ FeedblitzRecord/note how many people:

Become a fan/ Join a groupSend linksRecruit other friendsPromote on their profile,

blog, websiteCost: Care2 ROI calculator


Please Don’t

• Be inauthentic• ONLY ask for something• Speak at your followers• Ignore stakeholder input• Make it hard to participate• Stray or ignore your plan


There is NO judgment about where your organization falls on the spectrum. Social media is a process!

Social media is as much art as it is science.Social media is always evolving – emerging technology

is always changing as is our learning.Ten Tips to Using Social Media are a foundation for

any social media.


Understanding Social Networks

“Organizations don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonprofits

strengthen and expand these networks by building relationships within them to engage and activate them for their organizations’ efforts. Networked

Nonprofits also know how to identify, reach, and cultivate the influencers in their social networks, which is the key to growing

very big quickly and inexpensively.” (Fine and Kanter, 2010)


Social Media Examples


Questions


Print Resources

• Fundraising and the Next Generation

• The Networked Nonprofit• I’m on Facebook, Now What?• I’m on LinkedIn, Now What?• Mobilizing Youth 2.0• The Complete Facebook Guide for

Small Nonprofits• Twitter Jump Start: The Complete

Guide for Small Nonprofits


Online Resources• Socialbrite.com• IdealWare• Mashable.com• Nonprofit Technology Network (NTEN)• Alltop Nonprofit• Beth Kanter: http://beth.typepad.com/• Social Media Plan Outline:

www.ideaencore.com• www.delicious.com/coloradononprofithelpdes

k • A. Fine Blog• frogloop


Thank You!Emily Davis, MNM

EDA Consulting LLC(720) 515-0581

[email protected]

www.edaconsulting.org/blogs

www.Facebook.com/edanpoconsulting

Twitter: @edaconsulting11/1/2012 www.edaconsulting.org

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