got a goal? get there

GOT A G

OAL?

GET TH

ERE.

SOC IA

L MED

IA F

OR N

ON

PROF I T

S

Pres

ente

d by

Sara

Croft,

Med

ia S

pecia

list

at B

ohlse

nPR

Hannah

Shan

er, A

ccou

nt

Execu

tive

at B

ohlse

nPR

WHY SOCIAL MEDIA FOR YOUR NONPROFIT?• People are there

• It’s FREE (with exceptions)

• Can assist you with your current marketing/PR goals

• You can create a personal connection to your mission

• Motivate your audience to achieve your goals

AGENDA

1. What are your social media goals?

2. Finding your audience

3. Establishing a plan

4. Measurement

5. Time management

6. When enough is enough

GOALS AND OBJECTIVES

What is your nonprofit’s social media goal?• Reputation management

• Convey a message

• Raise funds/acquire donations

• Professional/personal networking

• Membership

• Volunteers

FINDING YOUR AUDIENCE

The networks you use should depend on your goal and where your audience is.

What to think about:• Keywords

• General demographics

• Location

• Your competition

• Surveying current audience

Social Media

PUBLISH

SHARE

DISCUSS

SOCIAL NETWORK

S

MICROBLOG

LIFESTREAM

LIVECAST

VITRUAL WORLDS

SOCIAL GAMES

MMO

LET’S TAKE THIS…

…AND MAKE IT MANAGEABLE

• Twitter

• Facebook

• Blogs

• Ning communities

• Foursquare

• Yelp

• Eons.com

• Flickr

• Myspace

• LinkedIN

• Skype

• YouTube

• Vimeo

• Google+

• Wanna learn more? Search Wikipedia for “List of Social Networks”

RESEARCH TOOLS FOR FINDING YOUR AUDIENCE

Search profiles by keywords• Twitter - Followerwonk.com, Buzzom.com, Listorious.com, “Twitter

Advanced Search”• Facebook – “Posts to public,” groups, pages

Search accounts by location• Twitter - Nearbytweets.com, Twitterlocal.com• Facebook – search profiles by location

Search for your competition

ESTABLISHING A PLAN

Make sure you look before you leap. Answer these questions to get you started:

• How much time per week can you allot to social media?

• Who will do the work?

• Have you done your research?

• Who is your audience?

• Have you determined your goal?

CREATING A SCHEDULE OR CONTENT CALENDARActivities per week:

• Blogs

• Tweets

• Facebook

• Measurement

Examples of what to put in your

calendar:

• Events

• Donations or volunteer drives

• Engagement

• Vacations and sick days

Things you can’t plan:

• Trends and current events

• Updates within your organization

WHAT ORGANIZATIONS BLOG/TWEET/FACEBOOK ABOUT

• Publicly stating positions or perspectives

• Provide insight into internal operations

• Provide personal connection to your mission

• Connect with press/post your press

• Retweet/share others’ tweets to forge alliances and collaborations

• Highlight people served by your programs and those who support your program

• Ask questions to communicate with your audience

• Share information critical to your constituents or service population

INTERACTION AND ENGAGEMENT

Don’t just allot time for posting tweets and updates. Make sure you leave yourself time for engaging with your audience.

Interaction

• Answering questions, providing customer service

• Engaging with followers

• Responding to positive and negative feedback

Establish priorities

• Compare interaction with your baseline social media efforts - what’s more important to do first?

• Set your response time frame

BEST PRACTICES

Be Authentic

• Find your voice

• Don’t stretch the truth

Reciprocate

• Share content relatable to your organization that already exists and give credit

• It’s not all about you – be grateful and engage with your community

Measure

• Find out what you are doing right and wrong

MEASUREMENT

Measuring results is necessary to determine the success of your social media efforts. By analyzing your results, you can determine if you need to spend more or less time on social media.

WHAT to measure:

Twitter• Volume of updates• Followers, following• Mentions/replies• Retweets generated• Click-throughs

Facebook

• Volume of updates• “Likes” – updates,

page• Comments• Click-throughs• Unsubscribers

Blogs/Websites

• Site views• Pageviews• Bounce rate• Avg time on site• Keywords

MEASUREMENT TOOLS

Web Analytics

• Google Analytics

Link Analytics

• Hootsuite

• Twitsprout

• Bit.ly

• BUDUrl

Engagement

• Sproutsocial

• Social Mention

• Twilert

• Twitter Counter

GOOGLE ANALYTICS

FACEBOOK INSIGHTS

TIME MANAGEMENT AND SOCIAL MEDIA

It’s very easy for social media to be a time suck.

Things that can help:

Mobile apps

Interns

Scheduling content

Crowdsourcing

Networking

MOBILE APPS

Platforms

• Facebook – Messenger (New)

• Twitter – Echofon, Twitter for iPhone, Twitterific

• Blogging – Wordpress, Posteorus, Tumblr

• LinkedIN

• Foursquare

• Ning communities

Measurement and Management

• Tweeb

• Hootsuite

• Tweetdeck

UTILIZE YOUR CURRENT CROWDS

You won’t know if someone is interested in social media unless you ask.

• Train board members on social media basics

• Build teams across departments

• Utilize volunteers and interns

• Reinforce social media engagement to volunteers/members

• Add social networks to your email signature and marketing materials

• Ask others to share your message

• Participate in local social media events

• Invite your audience to guest blog for you, and offer to guest blog for other related organizations

SCHEDULING TOOLS

Plan ahead by scheduling tweets and Facebook updates in advance.

Tools:

• Hootsuite

• Tweetdeck

• Timely

• Sprout Social

• Social Oomph

• Future Tweet

INTERPRETING NUMBERS INTO RESULTS

Engagement:

• Interaction

• Reputation

• Influence

• Loyalty

• Satisfaction

• Sentiment

• Feedback

Return on Investment:

• Website traffic

• Email list signups

• Donations

• Leads

• Volunteers

• Members

Social change:

• Saved the whales

• Disability awareness

• Prevented blindness

• Achieve peace on Earth

• Lowered homeless rate

Beth Kanter: A Networked Nonprofit

WHEN YOU CAN’T HANDLE IT…

Sara Croft

Media Specialist

scroft@bohlsenpr.com

@saraelysecroft

Hannah Shaner

Account Executive

hshaner@bohlsenpr.com

@hannahshaner

http://bohlsenpr.com