WordPower for Social Media - FIC
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Social media allows nonprofits to tell their stories and engage in dialogue. It is important to have a plan for social media that identifies goals, audience, content, and evaluation. Nonprofits should focus on compelling storytelling through various platforms like Facebook, blogs, Twitter, YouTube, and photos. Engaging the community and listening to stakeholders is key to having an authentic voice on social media.
![How do we grow our [fill in the blank] community?
Answer: Post engaging stuff.
http://www.flickr.com/photos/chavals/2655131515/](https://image.slidesharecdn.com/wordpowerforsocialmedia-110916141303-phpapp01/85/WordPower-for-Social-Media-FIC-6-320.jpg)
WordPower for Social Media - FIC
- 1. #WordPower for Social Media Funding Information Center Richie Escovedo, Director of Media and Communications, Mansfield ISD
- 2. social media accentuates our ability to engage in dialogues with people, educate others about a cause, and tell the success stories of people who have benefited from our work
- 3. The magic is in the storytelling.
- 6. How do we grow our [fill in the blank] community? Answer: Post engaging stuff. http://www.flickr.com/photos/chavals/2655131515/
- 7. Be compelling Social media allows you to, in many ways, become your own news outlet. Provide honest, credible, and valuable feature content around your nonprofit. http://www.flickr.com/photos/mikeygottawa/274223086/
- 8. Think value and intrigue with headlines http://www.flickr.com/photos/26322849@N03/3298441111
- 9. Have a personality Guiding principles of social media: Be human and be honest You are writing for people. Think about your voice. It’s ok to be appropriately informal.
- 11. To start, answer some questions ● Who will post? ● Who is your audience? ● What do you hope to accomplish? ● What kinds of content will be created/shared? ● When will content be shared (schedule)? ● What's your available budget/time? ● How will you evaluate your social media use? ● Can social media improve/supplement programs or services? ● Can anything be re-purposed for social media?
- 12. “There is nothing so useless as doing efficiently that which should not be done at all.” - Peter Drucker
- 13. ● See what other nonprofits are doing (well) and follow their lead. ● Start with your goals and objectives NOT the tools. ● Choosing the right tools is not an easy task. http://www.flickr.com/photos/mommypants/319568014/
- 14. Have an authentic voice http://www.flickr.com/photos/mingaling/457921798/ To have an authentic voice on your social media platform you must develop a voice that connects with your community. Do this by ● telling stories; ● being encouraging; and ● appreciating and championing the followers in your online, and offline, community.
- 15. Listen to your stakeholders Those who use social media to only push out their organization's messages miss the opportunity to have an engaging conversation with their online community.
- 16. Listen to the Conversation Monitor what is being said about your organization. Don't know what social media your stakeholders are using? Check it out by searching for your nonprofit's name, topic of interest, etc. on Google, Google BlogSearch, Technorati, Search.Twitter, Facebook Search and many others. http://www.flickr. com/photos/herculie/2370039001/
- 18. Nonprofit blogging ● Explore topics relevant to mission ● Encourage community ● Tell your good stories ● Explain challenges ● Introduce ideas and plans ● Invite writers from other areas ● Feature writing ● Official statements ● Feedback through comments ● Moderate comments ● Be interesting ● Use text, photos, and video
- 19. ● Director/CEO blog about how your organization is striving to reach mission ● Volunteers/interns blog about experiences working with organization ● Fundraising staff blog on current activities ● Events staff blog on how events are coming together ● Staff writing about what it’s like to work/progress at your organization ● Write a blog to keep your supporters updated on where their gifts are being put to use ● Blog about how the organization impacts life/lives ● Create a news blog to keep supporters up-to-date with the happenings of your organization Adapted from "10 Ideas to Get Your Blog Started" http://www.netwitsthinktank.com/internet/10-ideas-to-get-your-blog- started.htm http://www.flickr.com/photos/avrdreamer/3658790582/
- 21. ● Make sure Facebook link is easy to find on website ● Post links plus photos/videos ● Have rules for moderation ● "Tag" supporters and other Pages (including media) ● Use Facebook events; free and easy to encourage community to "Share" ● Ask/answer questions ● Reply to feedback as appropriate ● You don't have to respond to everything ● The magic is in the feedback and post 'Likes'
- 22. ● Frequent updates, users expect consistent interaction ● Ask questions, solicit their input ● Encourage fans to speak on your behalf ● Ask them to like and share things ● If someone criticizes the organization, and fans defend you, let them ● Community may be interested in different facets of your organization ● Tailor your posts to those niches
- 23. ● Have a purpose ● Avoid being too promotional ● Know what you’re trying to accomplish ● Are you recruiting volunteers? ● Cultivating activists? ● Stewarding your donors? ● Fans do want updates and information about your success and new campaigns
- 25. For nonprofits, Twitter can be... ● a cost-effective (free) option to accentuate existing messages; ● a broadcasting tool to announce relevant information to specific audiences; and ● a (brief) conversational tool to appropriately respond to relevant inquiries and follow-up questions or comments.
- 26. Putting Twitter to work ● Broadcast vs. conversationalist ● Twitter as pages ● Twitter as media pitches ● Tweets for on-the-go posting ● Engaging the media ● #Hashtags Nonprofits tweeting once per week or less do not provide enough value in the medium and can quickly become obsolete.
- 29. Twitter easy on-the-go: ● Embeddable ● Event Pics
- 30. Putting Twitter to work ● When and how to respond ● Have a personality and be human ● Red Cross and #gettngslizzerd http://plixi.com/p/77743134
- 31. Sometimes Twitter can just be so cool: @Stefmara captured an image of Space Shuttle from her airplane window May 16, 2011 http://twitpic.com/4yg6hs
- 33. Use video to tell your story ● Video content could be a key component of your social strategy. ● Some find communicating through video easier than feature writing or long blog posts. ● Most would rather watch a video than read. ● Many options, but stick with YouTube or Vimeo. ● Both free with easily embeddable videos for blogs/websites and can be shared on Facebook. ● If possible, try to keep videos short (3-5 minutes) ● Remember to repurpose, share across multiple channels http://www.flickr.com/photos/sharynmorrow/18753251/
- 34. Increase engagement with YouTube ● YouTube Nonprofit Program - branding capabilities, higher uploading capacities, call-to-action overlays http://www.youtube.com/nonprofits Non-profits can use the call- to-action feature to drive sign-ups, donations, website traffic, and any other response in which users take action.
- 35. Remember with videos, you still need to optimize for search. Tag videos liberally, title well, and upload consistently to have a better chance of turning up in search results.
- 36. Photo Galleries ● Organization news/events ● SmugMug, Flickr, Facebook, etc. ● Community-generated pics ● Embeddable slideshows ● Easily shared/linked ● Useful when there's no time to fully cover an event with article
- 37. Photos - flickr ● Tons of photos from tons of users ● Tagging makes search flexible ● Create Group/member pool of photos ● Creative Commons help extend reach
- 38. How much time does it really take? http://www.flickr.com/photos/russmorris/407778776/
- 39. How much time does it really take? The short answer is, it depends on the day. ● 30 minutes of monitoring ● 10-15 minutes sharing content (Twitter, Facebook, Video, Photo galleries) ● 5-10 minutes of promoting ● 1-2 hours of writing or preparing new content (press releases, blog posts, etc.) Note: These times are flexible depending on the other needs of the day. http://www.flickr.com/photos/russmorris/407778776/
- 40. Once you start... ● Follow through and use the tools. ● You don’t have to use every tool. ● Avoid the shiny-object syndrome. ● Tailor your social strategy to fit your objectives. ● You need to have a thick skin. ● Not always going to be nice and friendly. ● Expect challenges. ● Above all, foster a positive community experience.
- 41. Final Thoughts People want to be a part of something good. Build on their desire to belong. Activate your volunteers/donors with a sense of urgency and action along with gratitude. Ultimate goal is for a positive community experience.
- 42. Sources & Additional Resources http://www.spinsucks.com/social-media/five-tips-to-grow-your-facebook-community/ http://www.conversationagent.com/2010/05/7-compelling-content-ideas.html http://www.spinsucks.com/social-media/for-nonprofits-social-media-is-the-message/ http://www.problogger.net/archives/2008/02/14/how-to-write-posts-that-set-stumbleupon-on-fire/ http://www.arikhanson.com/2011/05/12/4-tips-to-writing-better-headlines/ http://www.slideshare.net/kanter/watech4good-summit http://www.copyblogger.com/create-content-ideas/ http://www.copyblogger.com/better-email-marketing/ http://www.copyblogger.com/copywriting-a-to-z/ http://www.scribd.com/doc/55625471/The-Fifth-Estate-Applied-Facebook-Strategy http://www.netwitsthinktank.com/internet/10-ideas-to-get-your-blog-started.htm http://mashable.com/2011/04/18/non-profit-facebook-guide/ http://www.diosacommunications.com/facebookbestpractices.htm http://mashable.com/2010/03/26/non-profits-youtube/ http://social.razoo.com/2011/09/how-to-thank-online-donors/ http://bethkanter.wikispaces.com/flickr Don't worry if you missed anything. This presentation can be found on slideshare: http://www.slideshare.net/rescovedo
- 43. Richie Escovedo E-mail: [email protected] Twitter: http://twitter.com/vedo Blog: http://nextcommunications.blogspot.com LinkedIn: http://www.linkedin.com/in/rescovedo