This document discusses social media strategy and principles. It provides statistics on Facebook and YouTube user engagement that demonstrate the reach and impact of social media. These include facts like people spending over 700 billion minutes per month on Facebook and 2 billion videos being watched daily on YouTube. The document then discusses examples of successful social media campaigns and case studies. It raises questions about the future of social media and its influence relative to traditional health information sources.

1. SOCIAL MEDIA 101 AND
201: WHAT’S THE PLAN?
Social Media Principals and Review
David J. Neff
Author and Digital Strategy Consultant
@daveiam
david@thefutureofnonprofits.com
#thefutureofnpos

2. Social Media needs to be defined as a
group think mentality around your message.
People are going to talk about your message.
Deal with it. Encourage it.

5. FACTS
Some Quick Guiding Principals

6. FACTS

7. FACTS
More than 700 million active users

8. FACTS
More than 700 million active users
• 50% of Facebook’s active users log on to Facebook in any given day

9. FACTS
More than 700 million active users
• 50% of Facebook’s active users log on to Facebook in any given day
• Average user has 130 friends

10. FACTS
More than 700 million active users
• 50% of Facebook’s active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook

11. FACTS
More than 700 million active users
• 50% of Facebook’s active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• There are over 900 million objects that people interact with (pages,
groups, events and community pages)

12. FACTS
More than 700 million active users
• 50% of Facebook’s active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• There are over 900 million objects that people interact with (pages,
groups, events and community pages)
• Average user is connected to 80 community pages, groups and events

13. FACTS
More than 700 million active users
• 50% of Facebook’s active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• There are over 900 million objects that people interact with (pages,
groups, events and community pages)
• Average user is connected to 80 community pages, groups and events
• Average user creates 90 pieces of content each month

14. FACTS
More than 700 million active users
• 50% of Facebook’s active users log on to Facebook in any given day
• Average user has 130 friends
• People spend over 700 billion minutes per month on Facebook
• There are over 900 million objects that people interact with (pages,
groups, events and community pages)
• Average user is connected to 80 community pages, groups and events
• Average user creates 90 pieces of content each month
• More than 30 billion pieces of content (web links, news stories, blog
posts, notes, photo albums, etc.) shared each month.

15. FACTS

16. FACTS
• People are watching 2 billion videos a day on YouTube. In
fact, every minute, 24 hours of video is uploaded to
YouTube.

17. FACTS
• People are watching 2 billion videos a day on YouTube. In
fact, every minute, 24 hours of video is uploaded to
YouTube.
• Our user base is broad in age range, 18-55, evenly divided
between males and females, and spanning all geographies.

18. FACTS
• People are watching 2 billion videos a day on YouTube. In
fact, every minute, 24 hours of video is uploaded to
YouTube.
• Our user base is broad in age range, 18-55, evenly divided
between males and females, and spanning all geographies.
• Fifty-one percent of our users go to YouTube weekly or
more often, and 52 percent of 18-34 year-olds share videos
often with friends and colleagues.

19. FACTS
• People are watching 2 billion videos a day on YouTube. In
fact, every minute, 24 hours of video is uploaded to
YouTube.
• Our user base is broad in age range, 18-55, evenly divided
between males and females, and spanning all geographies.
• Fifty-one percent of our users go to YouTube weekly or
more often, and 52 percent of 18-34 year-olds share videos
often with friends and colleagues.
• Owned by Google

20. FACTS
Caution: Shameless Plug
@Daveiam
@NPFilm

22. WHO’S TALKING TO WHO?

23. WHO’S TALKING TO WHO?

28. SOCIAL MEDIA EXAMPLES
AND CAMPAIGNS

39. CASE STUDIES

42. CASE STUDY:
TWITTER & AUSTIN BLOOD DRIVE
TWEETUP

43. CAN TWITTER ORGANIZE
PEOPLE?

44. THE RESPONSE

45. 33

46. SELECT A QUEST
1. You work for an organization that provides assistance to young veterans who
have been laid off in the current recession. Design a social media campaign that
reaches out to this audience with the express purpose of making them aware of
your program.
2. Your organization provides kids the opportunity to learn to play music after
school as an alternative to gangs. Design a social media campaign that reaches out
to this audience with the express purpose of making them aware of your program.
3. You have been tasked with raising $2,000 so that your organization can
purchase a new computer system. Create a campaign that does this through social
media from an audience of adults.
4. You work for an organization that helps young women in rural India get an
education by providing scholarships. Design a fundraising campaign that raises
$2,000 from college students to fund one young woman's education.
5. A blogger has written a nasty article about your organization's executive director.
The story begins to spread throughout social media. What do you do?
6. Your nonprofit organization is hosting a 5K run. Design a social media effort that
gets the word out and produces a record number of registrations for the event.

47. WHAT’S THE FUTURE?

51. 39

52. 40

53. 41

55. 43

56. While the Internet's influence on consumers'
health care decisions is outpacing traditional
channels, such as television, radio and print
media, physicians and nurses
still are the biggest influence
on consumer health behavior,
according to Monique Levy, senior director of
research at Manhattan Research.

57. Q&A
Social Media Principals and Review
David J. Neff
Author and Digital Strategy Consultant
@daveiam
david@thefutureofnonprofits.com
#thefutureofnpos