The document provides guidance on integrating social media into a website. It recommends having an overall communications strategy and processes for social media. It also suggests understanding the purpose of different social media channels and using tools like a message calendar, publishing matrix, and dashboard to coordinate channels and maximize traffic. The key is to treat social media as part of an integrated data universe and route engagement through controlled domains.

1. Integrating Social Media into Your Website February 4, 2010 Audio is only available by calling this number: Conference Call: 866-740-1260; Access Code: 6339392 Sponsored by

4. Integrating Social Media into Your Website Presenter: Allen Gunn, Executive Director Aspiration Sponsored by

5. Today’s Speakers Kami Griffiths TechSoup Assisting with chat questions: Becky Wiegand, TechSoup All presentation content is Creative Commons licensed :) Allen Gunn (Gunner) Aspiration

12. Advertise on All Pages

18. Spectrum – Target Audience Blogging Email Web Site Know you; want constant information and details about your work. Potential supporters, learning about your work and organization

19. Spectrum – Tone and Voice Blogging Email Web Site First person singular “I” Informal and fun First person plural or third person “We” or “The org”

20. Matching Tools to Message Blogging Email Web Site Late-breaking news, Real-time updates, Teasers, Flirts Opportunistic asks Planned messaging, measured narrative Urgent alerts, Intentional asks

21. Control of Message and Brand Blogging Email Web Site Shared with Audience “ Traditional” org control

22. Frequency of Messaging Blogging Email Web Site Frequent – can be daily or more often Less frequent - Weekly to monthly

23. Time and Labor Investment Blogging Email Web Site Substantial, tending towards 24/7 Manageable, based on past patterns

24. Return on Investment (ROI) Blogging Email Web Site TBD; uneven, subject to change “ Knowable”, based on past patterns

28. Publishing Matrix

30. Social Media Dashboard

35. Questions? Submit your questions using the chat box.

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40. Thank you! Please complete the post event survey! Kami Griffiths, kami@techsoup.org, 415-633-9392