the essential social media checklist for nonprofits

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The Essential Social Media ChecklistPresented by:

Jordan Viator |@jordanv

Jaime-Alexis Fowler | @JaimeAlexis

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Tips, Tricks and Considerations When Embarking on Social Media

Campaigning:

The Essential Social Media Checklist for Nonprofits

3© 2010 Convio, Inc.

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A Key Communications Ingredient



Before You Get Started1. Start using the tools yourself

2. Teach stakeholders how to use the tools

3. Listen to what your constituents are talking about

4. Sign up for alerts of your brand

5. Follow thought leaders



Caveats for the Social Masses1. Social media isn’t a magic bullet

2. Social Media doesn’t exist in a vacuum

3. Results can vary for various reasons

4. What’s right for you might not be right for other organizations

5. Be realistic : )

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10 things if you haven’t thought of, you should consider now!

“The Checklist”



1. Define Success

Q: How do you know what’s successful if you don’t know what success looks like?

A: You don’t

Solution: Take objectives and create goals



Be SMART• Specific

• Measurable

• Attainable

• Realistic

• Timely

“Raise $1000 on Facebook by December, 2011”

“Reach 750 followers on Twitter by this June 2011”



2. Creating Content

You

Colleagues

News

Programs

Social Media

Research

Friends



3. Prioritize Content• Focus on your goal• Analyze metrics• Survey constituents• Develop content &

repurpose others



4. Get Internal Buy-In• Get in front of your

management teams

• Show, don’t tell

• Help them start their own accounts



Buy-In Beyond Mgmt• Get a range of staff involved

• Launch a social media policy

• Show successes

• Provide training



5. Integrate



6. Tap into Influencers• Who talks about your

issue?

• Engage with in their most active medium

• Be reciprocal



7. Know Metrics before CampaignFacebook Twitter Blog General

Facebook “likes” (previously fans)

Number organization mentions

Blog comments & responses

Media Coverage from social media

Funds raised on Facebook Causes/ social presence

Twitter retweets Linkbacks to blog Social Shares from respective outlets

# of tags on Facebook Number of Twitter followers over time

Influencer pick-up of blog posts, topics

Number of new supporters in housefile from social

Number of Facebook event RSVPs

Mentions of brand/ organization

Referring traffic to blog from social media

Referring traffic to campaign landing page(s)

Number of Facebook “likes” of organization post(s)

Influencer pick-up of tweets Linkbacks to event/campaign page from blog

Number of click-throughs to campaign from each source

Shares of event on Facebook

Twitter lists organization “listed”

Donations sourced from blog traffic

Number of user-generated submissions

Number of sign-ups on or sourced through Facebook

Twitter-sourced donations Media pick-up of content from blog

Number of video calls to action taken (URL visits, regs)

Number of influencers who share message with network

Number of key influencers who share message on behalf



WH

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8. “Calendarizing” Content

Central “social” calendar to plan content like:– Events– Email messages– Campaigns– Newsworthy updates– Calls to action– Volunteer opportunities– Feedback opportunities to supporters

Sync with overall communications plan!



9. Dealing with Negativity• Create a response policy

• Know what issues to sidestep

• Be wary of difficult conversations

• Pay attention to:– Tone– Influence



Do• Identify your detractors and

influencers quickly.• Pay attention to two things:

tone and influence• Thank and / or re-tweet often• Answer all questions• Take the opportunity to clear

up misinformation• BREATHE. Get up and take a

walk before you respond.

Do NOT• Take it personally• Be afraid to show some

personality. • Be afraid to use blocking

features – common practice• Be afraid to respond to people

who aren’t following you but you’re monitoring.

• Respond to vulgar, inappropriate, instigative content

• DNFFT



10. Using the Right Tools

The right tools will:Make your job easierMake tracking, managing more efficientHelp streamline trackingEnable workflow and permissioning if applicable



Tool Tracking for Use

Hootsuite, Tweetdeck, Spredfast

Twitter, Facebook, blogs

Managing all social media

Social Mention All social media Real-time search and alerts

Addictomatic All social media Automatically personalized dashboard of all social activity

Facebook Insights Facebook Fans, Demographics, Interactions

TwitterCounter Twitter Followers, Following, Tweets, etc. over time

Technorati Blogs Linkbacks, blog rank

Bit.ly Links in social media Clicks, conversions

Twitalyzer Twitter Finding Influencers, Retweeters, Community info

Klout Twitter Influencing, influencers, type of user

Twitter Analyzer Twitter Charts of mentions, friend trends, subjects, hashtags used

What the Hashtag?! Twitter Number of Tweets



Parting Words of Advice• Never stop learning

• Pay attention to what your peers are doing

• Read, read, read

• Don’t be afraid to experiment

• Be ready for mistakes

• No one has all the answers yet…you might just find the perfect recipe yourself!



Thank you!

Jordan Viator

@jordanv

@convio

[email protected]

Jaime-Alexis Fowler

@JamieAlexis

@PathfinderInt

[email protected]

the essential social media checklist for nonprofits

Technology

social media social

social media funds

social media clicks

social media campaigning

social shares

social media realtime

twitter number of tweets

blog traffic number