How to Integrate Social Media into Your Organization
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The document outlines a strategic approach for non-profit organizations to effectively utilize social media by planning, integrating, assessing, and executing their social media strategies. It emphasizes the importance of defining organizational goals, understanding the audience, and creating an engaging online presence to strengthen relationships with supporters. Additionally, it provides practical tips for managing content and measuring success through specific metrics.
How to Integrate Social Media into Your Organization
- 1. Gift of Communications Julie Harrison caffeinecommunications.ca coffeewithjulie.ca Press Release on this Event: http://bit.ly/Ze66gB
- 2. Social Media: A Gift for the Non-Profit Organization
- 4. No re-gifting! How to use your gift: Plan Integrate Assess Execute
- 5. The Foundation. If your foundation has cracks, don’t keep building on it. Make sure foundational tools are in top working condition before starting anything else. Foundational tools*: Website Email Campaigns
- 6. You can’t be everywhere. And neither are your supporters. Define them, then find them. Where to Build?
- 7. The Search. Google them Search in social networks Borrow Twitter lists Follow hashtags* Use monitoring tools*
- 8. Ready, Set! Where do they spend their time online: Facebook or Twitter? LinkedIn Groups or Google+? What are they talking about, passionate about, angry about? How do they define themselves: other identifiers they listed in their social profiles .. do they love coffee? Are they runners? Listen* …
- 9. Remember … Build where your supporters spend the most amount of time. Prioritize and develop a phased-in approach to building your social media assets.
- 10. Remind me, again: Why? Organizational goals for SM could include … 1. Raise public awareness of your cause 2. Raise funds for a cause or campaign 3. Reach new constituents or supporters 4. Build a community of champions 5. Recruit volunteers 6. Get people to take real-world actions 7. Enhance existing communications programs 8. Involve the community in decision-making 9. Advance your organization’s mission
- 11. Do they really “like” you? Take your chosen “why’s” and map them to specific goal and metric. Why Goal Metric Raise public awareness of your cause Greater online visibility, branding Increase in traffic or linkback #s Enhance existing communications programs Make our content more viral # of shares Build a community of champions Grow email list # newsletter subscribers Get people to take real-world actions Get people to attend event # of registrants, year over year comparison
- 12. Plan: Recap! You’ve identified organizational objectives for why you want to use social media. You’ve ensured you have a solid foundation. You’ve found your supporters/audience. You’ve listened and monitored how they engage in social media. Based on your monitoring, you’ve prioritized social media channels to focus on. You’ve set goals and identified metrics for how you’ll know if you’ve been successful.
- 14. Now, Spell It Out. The social media channels you have prioritized and why. A realistic resource allocation. What your goals are. How you will define success. Future goals and phases.
- 15. Using your social media channel(s) Think social*: Use the 3-to-1 rule: Share/engage at least three times more than you talk about yourself. What does it mean to share/engage? Responding to other people’s tweets with a comment, a resource, an answer to a question Sharing the content of your influencers and supporters Leaving meaningful comments on the blogs of your influencers and supporters Social = building a relationship
- 16. What will you talk about? Your Cause Fund- raising Recruit- ment new research headlines client profiles current campaigns thank you’s donor profiles Types of opps volunteer profiles thank you’s Identify Content Buckets
- 17. Create an editorial calendar It can be simple Simple is better than sophisticated but unmanageable (i.e dust collectors)
- 18. Managing the “time suck” Identify your priorities and stick to them. Create an editorial calendar and stick to it. Have pre-written content prepared for days when you just have no time to even think of 140 characters! Carve out set times of day for SM, stick to them. Use automation tools (carefully) and alerts to cover off the other time periods.
- 19. Execute: Recap! You’ve shared your SM plan and stuck to your priorities. You’ve been social; you’ve built relationships with your supporters and influencers. You’ve created content buckets and shared content from each bucket. You’ve put systems in place to maintain your SM asset(s) and manage your time.
- 21. Social media as an ingredient
- 22. Sample ingredients for an event Facebook Contest Pitching Media Press Release Newsletter Feature E-mail Blast Radio Spots Event
- 23. Community Builder of the Year Awards Facebook Contest Pitching Media Press Release Newsletter E-mail Blast Radio Spots Event
- 24. Integrate: Recap! You’ve considered how social media might be able to add a little extra flavour anytime you’ve created a campaign or engaged in planning. You’ve recognized that social media works best when it’s a part of something larger. You’ve worked hard to ensure it’s not a silo. You’ve consciously avoided using social media as a way to “push” information, and instead found ways to use it as a means to interact with your supporters and influencers.
- 26. Metrics and data and analytics, oh my! Never-ending amount of data to assess in the world of digital. Measure*: Progress of your social media assets; and How these assets are performing as an ingredient in organizational initiatives/campaigns.
- 27. Social media assets Measure the progress of your social media assets (i.e. those metrics you set out in your Social Media plan, such as SM’s impact on your website traffic) Then assess: Are our current social media assets(s) mature and performing well? If yes, do you have the time/resources to add another channel to the mix? If not, what do you need to do to strengthen them?
- 28. Social media performance Measure the performance of your social media assets when used as ingredients (i.e. those metrics you set out in a campaign plan, such as # of entries to a contest) Then assess: Did this ingredient help us meet our larger objectives? If yes, are there ways we can repeat this success? If not, why not? How can we fine-tune this? Are there tactics our peers and competitors are using that we could try in an upcoming campaign?
- 29. Assess: Recap! You’ve assessed your progress towards the goals you set out in your Social Media Plan, and now you’re ready to repeat the planning process for the period ahead. You’ve kept social media top-of-mind as an ingredient for your ongoing campaigns and initiatives and fine-tuned their use in an evergreen manner. Now, look in the mirror and proclaim: I am a social media super star!
- 31. Questions? Shoot! Find me: Twitter: @coffeewithjulie [email protected]
- 32. Thank You!
- 33. *Extra, Extra … Please see hardcopy handouts for extra information on all topics with an asterix in this presentation.
Editor's Notes
- #2: Slides are available online. Questions are welcome during as well as after the presentation. There is no cut-off time for questions! You can contact me in two days or two months from now. I don’t know all the answers. Please jump in and add your experience too.
- #3: No barriers to entry; get started for free Engaged citizens are on social media SM showcases the human element Causes and events can be easily shared
- #4: Where do I start? How do I keep it going? How do I know if I’ve been successful?
- #33: No barriers to entry; get started for free Engaged citizens are on social media SM showcases the human element Causes and events can be easily shared