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Social Media Capacity Building for Nonprofits

Session from the Florida Housing Coalition's annual conference on Social Media Capacity Building for Nonprofits. Online Community on the web is no longer solely designated to your website’s forum or email list. You must now learn how to address and engage with your community in many locations across various social media channels. This session will introduce the basics of the must-have tools, and introduce a few lesser-known tools that will help your organization more efficiently manage your community of volunteers and supporters. We will explore the common pitfalls and give you a leading edge on how to avoid them. We will also look at time-saving, third-party listening tools, so you can quickly and easily have a bird’s eye view into all conversations about your organization and respond to the questions about your organization that are being distributed throughout the social web.

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Social Media Capacity Building for Nonprofits

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  1. Social Media Capacity Building for Nonprofits SOCIAL MEDIA CAPACITY BUILDING<br />Step by Step Solutions for Your Nonprofit Organization<br />Susan Tenby @Suzboop<br />Online Community & Social Media Director<br />TechSoup Global<br />

  2. Social Media <br />Conversation in Community<br />Susan Tenby<br />Online Community/Social Media Director,<br />TechSoup Global<br />susan@techsoup.org<br />@suzboop<br />Susantenby.com<br /> Social Media <br />Conversation in Community<br />Susan Tenby<br />Online Community/Social Media Director,<br />TechSoup Global<br />susan@techsoup.org<br />@suzboop<br />Susantenby.com<br />

  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<br /> 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<br />

  4. TechSoup Global has established an extensive partner network in 32 countries<br />Australia<br />Belgium <br />Botswana<br />Brazil<br />Bulgaria<br />Canada <br />Chile <br />Croatia<br />France<br />Germany <br />Hong Kong <br />Hungary<br />India <br />Ireland<br />Japan <br />Kenya <br />Luxembourg <br />Macau<br />Mexico <br />Netherlands <br />New Zealand <br />Poland <br />Romania<br />Russia<br />Slovakia<br />Slovenia<br />South Africa<br />Spain<br />Taiwan<br />United Kingdom<br />United States<br /> TechSoup Global has established an extensive partner network in 32 countries<br />Australia<br />Belgium <br />Botswana<br />Brazil<br />Bulgaria<br />Canada <br />Chile <br />Croatia<br />France<br />Germany <br />Hong Kong <br />Hungary<br />India <br />Ireland<br />Japan <br />Kenya <br />Luxembourg <br />Macau<br />Mexico <br />Netherlands <br />New Zealand <br />Poland <br />Romania<br />Russia<br />Slovakia<br />Slovenia<br />South Africa<br />Spain<br />Taiwan<br />United Kingdom<br />United States<br />

  5. Online Community and Social Media Team<br />Double-click to enter title<br />Communicating across social media channels for the TechSoup Global online networks<br />Double-click to enter text<br /> Online Community and Social Media Team<br />Double-click to enter title<br />Communicating across social media channels for the TechSoup Global online networks<br />Double-click to enter text<br />

  6. CAPACITY BUILDING<br />Begins with creating a map of social engagement<br /> CAPACITY BUILDING<br />Begins with creating a map of social engagement<br />

  7. Cause, campaign or organizational plan?<br />

  8. . FloridaHousing<br />Campaignor organizational plan?<br />Mission & Purpose?<br />What do you want to accomplish?<br />Measurable Goals<br />Call to Action Request<br />Organizational voice and brandAuthority Position?<br />Step One:<br />CHART THE COURSE:<br />Determine which<br />Channels are right for you – and right for your audiences to receive you<br />

  9. . WHY Social Media?_______________2- Way ConversationKeeps you currentKeeps you as AuthorityFeedback LoopSpread word abt youCOMMUNITY<br />Mission<br />

  10. . Measurable GoalsConnected to Specific outcomesCall to Action RequestWhat do you want to accomplish?<br />

  11. . What do you want by having & monitoring your social media presence?<br /><ul><li>Drive traffic to your website?

  12. . Increase your org’s thought leadership?

  13. . Generate partnerships?

  14. . Donations?

  15. . Buzz?

  16. . Volunteers?</li></ul>What is your call to action?<br />Pick one or two goals: <br />Stay Focused!<br />

  17. . SOCIAL ESSENTIALS<br />Mission, Goals, Vision for sharing your story<br /><ul><li>Minimal Outreach and Community: Facebook & Twitter

  18. . Minimal Listening: Google Alert & Twilert

  19. . Minimal Tracking: Hootsuite & Insights</li></li></ul><li>

  20. .

  21. .

  22. . Social Media Planning: Methods,Options, Outlets <br />Storytelling Channels & Elements<br />Video (short)   <br />Documentary <br />Other film/TV  <br />Streaming Media   <br />Events  <br />Games Checkins- Geocaching  <br />Online Ads   <br />Print Media   <br />Visual Advertising    <br />Websites   <br />Twitter  <br />Facebook  <br />LinkedIn  <br />Google+  <br />Groups and ListsOther Web Communities<br />A sample of media channels and places to consider story and campaign integration<br />

  23. . The Right Formula = Your Secret Sauce<br />

  24. . Managing your internal voices<br />Listening to your external voices<br />

  25. . Who do you want to participate?How do they participate?At a minimum...<br />When setting up your networks, make sure you include the following:<br />1) Photo and/or logo<br />2) Links back to your website<br />3) Content about you or your organization<br />

  26. .

  27. . DigiTAL STORYTELLING<br />http://tiny.cc/tsdigs<br />Social stories shared amongst trusted friends<br />

  28. . What is your story?<br />

  29. . Organizational voice and branding…What is yourAuthority Position?<br />

  30. . Digital Storytelling: Content Production &Distribution<br />Who voices<br />your social sites? <br />Outreach:<br />Identify new<br />Potential partners<br />Across many media <br />Outlets & Channels<br />What is your story?<br />Who is telling it?<br />With what voice?<br />Find your peeps through hashtags and Twellow<br />

  31. . Don’t Tweet Like CHER.<br /><ul><li>Don’t tweet like Cher

  32. . Don’t make up #uselesshashtags

  33. . Don’t spam via DM

  34. . Don’t call yourself a rockstar or guru

  35. . Don’t put an emoticon or exclamation mark after every tweet

  36. . Don’t be self-referential in all your tweets

  37. . Track click-thru using Bit.ly & do what works</li></li></ul><li>

  38. . ENGINEER SHARING!<br />

  39. . CONVERSATION<br />

  40. . Hashtags<br />#NPtech<br />Research and find tags from many communities related to your field<br />Participate in conversations that help you engage new audiences and strengthen your authority positions<br />Use tags to organize<br />Information and grow diverse conversations<br />

  41. . Social: What to do & what NOT to do<br /><ul><li>DO find a third party listening dashboard tool that you like such as NetVibesor Google Reader for RSS/alerts

  42. . DO subscribe to Alerts about relevant topics

  43. . Don’t delete or Ignore negative feedback, address it

  44. . Don’t use your friends and followers for their networks

  45. . DO tag Strategically, redundantly across many channels

  46. . Don’t only broadcast about your org, share stories & respond

  47. . Don’t be a control freak: guide conversations

  48. . Don’t just expect someone will run your SM channels, designate someone!

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