jan gunter: stretching your social media staffing & dollars: effective use of staff &...
DESCRIPTION
Learn how you can effectively transform your staff, interns, and volunteers into a rockstar social media team, without maxing out your budget. You’ve likely heard this piece of advice before: “Don’t let interns run your social media.” Instead, Jan shows how you CAN and SHOULD use your interns—as well as your staff—to help maximize your social media strategy and enhance your online connections.TRANSCRIPT
Stretching Your Social Media
Staffing and Dollars
Jan GunterCommunications Manager
Ronald McDonald House Charities – Austin
Effective Use of Staff and Interns
Our Website
RMHC Global
290 Local Chapters around the World
RMHC Austin
266,000 Likes on Facebook21,400 Follows on Twitter
3,847 Likes on Facebook3,532 Followers on Twitter
“Making Do” on Not a LotCommunications Manager Position includes
• PR• Marketing• Supporting Programs and Special Events with
recruitment campaigns, donor campaigns, special event promotions, etc.
• Website Management (Check back in a few weeks to see our new website design – rmhc-austin.org!!)
AND• Social Media
Social Media Strategy• Socialize with our constituents.
• Develop a credible social voice. We work to speak in a voice that is authentic, personal and humble.
• Provide value for people – sharing insider stories about the impact of their support; giving them information; sharing connections with them – by posting images of volunteers, families, staff and donors.
• Promote fundraising events through social media campaigns.
Choosing Your Platforms
• Choose your sites carefully.o Comfort Zone – Where is yours? Understand it, but don’t be limited by it.o Focus – Determine where your nonprofit’s focus should be.
• Have funo Connecto Be Social – It is, after all, SOCIAL Media
• Work Hardo Tracko Do Business
Top Five Tips for Recruiting and Training Interns
Recruiting1. If you Post it They Will Come
Recruiting1. If you Post it They Will Come:
Where to post
a) Your organization website and channels
b) YNPN - Young Nonprofit Profit Professionals Chapters and their listserves
c) Local Colleges and Universities Career Development Departments and social media pages
d) Idealist.org
Training2. Training an intern takes time – expect this.
3. Begin with orientation – to your history, your brand, your social media policies and voice.
4. Individualize! Pay attention to what they do well/like and give them more of that.
5. Give the intern a meaningful, rich, real-world experience, and this will be a win-win experience. Suggestion: An Intern Journal
Examples of Social Media Work for
Interns 1. Batch of posts to write
Staffer reviews, edits and then has them rewriteGuide them in posting to social media site
2. Work within multi-channel campaigns to create social media buzz: competitions, great posts
3. Allow them to “own” a channel:Blog – My first intern helped us launch our blog.Pinterest - Another intern launched this for
usInstagram – Photo of the Day Video – Our Lights of Love video
Lights of Love Video Created by an Intern The “Cast” included interns and staff
Our BlogMeet the Cast – Eight Staff Writers
PinterestShared boards with RMHC Global & other Chapters
Photo of the Day – This Auto-posts to Twitter
How to Manage Interns for Success1. Always have a detailed job description and
deliverables.
2. An intern should be recruited by and for a particular staff member who is a mentor and is responsible for training and ensuring the intern is meaningfully engaged.
3. Initially review and approve all work before giving full editorial control of any platform
Discover what works for you
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Every once in a while, share yourselves.
Some Favorite Resources• Seven Steps to Social Media Success :
The Gremlin Blog
• John Haydeno Facebook Expert for NPs
• Kivi Leroux Miller o Multi-Channel and Email Marketingo The Nonprofit Marketing Guide
• NTEN – Nonprofit Technology Networko Webinars, training, blogs for members and nonmembers
• http://topnonprofits.com/posting-guide• Pre Commerce – Bob Pearson• The Thank You Economy – Gary Vaynerchuk
