Nonprofits & Social Media

Presented by:Georgette Dumont, Ph.D.

Sponsored by:

Introductions

Georgette (Gette) Dumont, Ph.D. BA, Communication Studies, RWU MPA, BSC Ph.D., Political Science, NIU Study NPOs’ adoption of internet

technologies Consultant for nonprofits Study social media adoption and

use

Objectives for today Common understanding of Social Media

Importance of align SM strategy with mission & goals

Benefit of using a mix of Web 2.0 tools

Introduction to common social media & social networking sites Facebook LinkedIn Google (+ and places) Twitter Blogger/Wordpress

Social Media

Social Media

Inclusive Dynamic Relationships Promoting ideas, attitudes and

behaviors.

Social Media (SM)

Traditional Media

Television Newspapers Radio Mail Brochures Community

groups/associations /word-of-mouth/chatting

Newsletters

‘New’ Media

Online Video Online news papers Podcasts E-mail Websites – plus! Online social networking

communities E-newsletters

Brings traditional media online

The Internet1990sMainly one-way communicationAbility to control contentOne-to-many communication

2000sWeb 2.0/ Social media

• One-to-one, one-to-many, many-to-many communication

• Individuals can broadcast to the world

• Open participation

• Decreases costs of communicating

• Allowed for social media to flourish

Social Media Opportunities

Establishing the organization online

Promote events and action

Find new members interested in your mission

Align online presence through linking

Informal outreach tool for relationship building

Strength preexisting relationships

Quick feedback

Donations

Benefits of SM – Duval County, FL

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Facebook (N=97)

Twitter (N=74)

Social Media

Social Networking sites Facebook MySpace LinkedIn Google+

Check-in/locators Google Places Four Square

Blogs Word Press Blogger Tumblr Twitter (micro-blogging)

Collaboration Wikipedia/Wikis

Social Bookmarking Google Reader Delicious

Video/Photo Sharing You Tube (video) Flicker Picasa

Virtual Worlds Second Life

First steps

Utilizing Social Media

Make a plan and have realistic goals

Construct a social media policy

Align social marketing strategy with org’s mission, programs, and goals

Define your audience – there is no general public

Where are they online?

What groups/networks are they involved in?

Link your social media tools to each other

But how do I start?

Listen… to your board

Listen… to your volunteers

Listen… to your members

Listen… to your donors

Listen… to your supporters

Listen… to you advocates

Listen… to similar organizations

Listen… to topical current events

Listen… online

Listening tools

Google Alerts

What’s being said online about Your org Your cause

Social Media Groups (discussed soon…)

Social Media Plan

How can SM help achieve program goals (and ultimately the mission)?

Involve stakeholders in developing ideas

Get the Board on board

Decide how to measure your ROI (Return on Investment)

Start small – don’t take on too much!

Social Media Alignment

Mission

Goal 1

Task 1

Traditional

marketing

SMM

Task 2

Goal 2

Task 1

Traditional

marketing

SMMTask 2

Task 3

Task 3

Framing Social Media

Define your goals

Identify your audience

Target the message

SWOT analysis of best tool(s) to use

Implement

Measure

Adjust

Finding your Audience

Listen.. to what they are saying

Ask… where they go online

Observe … where they are

Social Media Marketing Tools

Email

Target the message

Keep it short

Scannable

Use links!

End with org’s tag line

E-newsletter

Short blubs with a … read more link

Links to org’s Web site

Link multi-media

Use visuals whenever appropriate

Target audiences – may want more than one e-

newsletter

Web site

•Not too cluttered

•Easily to navigate

•Keep it interesting!

•Content is key

•Use multi-media tools

•Video

•Audio/Podcasts

• Mobile Web

Blogs

•Easy to use blogging platform

•Keep followers updated on news

•Link to interesting topics/sites

•Helps to work faster

Social Networking

Can help accomplish goals Increasing visibility Raise awareness of issues dear

to your org. Easy way to share information Coordinate supporters Get ideas and feedback Share news/information/videos/

etc.

LinkedIn

• Professional site

• Personal profiles

• Organization profiles

• References

• Group pages

Facebook

•What happens on Facebook, stays on Facebook

•Good to find similar organizations

•Strengthen existing relationships & build new ones

•Easy for people to follow you – posts go into their news feeds

MySpace

•Younger crowd

•Same basics as Facebook

•Music oriented

Google+

Newest networking site

Circles

More control

Hangouts

Nonprofit pages out in the Fall

Twitter

•Answer “what are you doing”

•140 character maximum “tweets”

•Groups

•Hash tags

Google Places

Add you business

Location

Reviews

Do same on Four Squares

YouTube

•Multi-media platform

•Upload video

•Users rate it

•Comment section

•Can be linked to FB, MS, Blogs, e-newsletters, etc.

Next steps...

Now

Build your social media presence Make sure your supporters know

you are out there Email signature Newsletters Web site Brochures

Volunteers ‘Friend’ them They can be a fan of your

cause Write about their experiences

Next

Align tools with mission, objectives, and goals

ID where your stakeholders are

Build authentic relationships

Decide best ROI measurements

Collect data

Revise and refine

Things to remember

Social media are tools – not products

Mission/goal/social media alignment is crucial

Need to interact!!!

Develop a complimentary mix of tools

Target your audience

Consistency in message and promotion

Questions

Further reading:

Books Social Media for Social Good, 2011 Managing Technology to Meet Your Mission, 2009 Social Media Marketing: An Hour a Day, 2009

Web sites/blogs Nonprofit Organizations:

http://nonprofitorgs.wordpress.com Beth’s Blog: http://www.bethkanter.org/ Nonprofit Technology Network www.nten.org Nonprofit News Online http://news.gilbert.org/ Tech Soup http://www.techsoup.org/ Nonprofit Technology News

http://www.nptechnews.com/

Thank you!