Social Media For Non Profit Groups

SOCIAL MEDIA AND
NON-PROFIT GROUPS
Kate McAllen
October 2010

Engaging and constructing a web community
Wednesday, February 9, 2011

Statistics
300+ million users Average age: 27

55+ million users Average age: 31

50+ million users Average age: 40+

Trends:
•Boomers, and speciﬁcally women 54+, are the fastest
adopters.
•Globalization


Advantages
 connect non-profits with:
 like- minded individuals
 cutting edge power players
 influencers in the non-profit and for profit
social entrepreneurship sphere.
 build an organic community of
communicators – as well as those who
share content like crazy and are linking up
the web in meaningful ways.
 demonstrate participation and strategic
transparency in the social media sphere


Facebook
 Upcoming events
Living Classrooms Website
 Highlight
legislation
 “Social prooﬁng”
 success stories
 testimonials


Twitter
 Fundraising
Kennedy Krieger on Twitter
 microdonation services GBMC on Twitter
 twitpay
Melwood
 Updates/News
 relevant articles, event
invitations and general news
about non-proﬁt work
 Questions
 “Google plus the human
element”


Challenges
 Focusing on FB/Twitter will draw away
from the website, users may lose relevant
and detailed information and only digest
small sound bites.
 Can a non-proﬁt’s image and mission be
conveyed in brief nuggets?
 Long term commitment/possible hurdle if
mission or organization changes


Challenges in IT
 HIPAA Regulations
 Removing the anonymity of consumers
 Photos of consumers, information in building
 “I worked with so and so today…”

 “Trashing” company in comments


Tactics in IT
Kennedy Krieger Institute on
 Create Corporate sites on Facebook
FB The Arc of Baltimore on
Facebook
 Abilityto regulate comments
GBMC on Facebook
 Increased privacy and
security
 Key point of contact


Challenges in HR
 Consent from employees regarding
pictures
 Access to Facebook site by employees
during work time
 Keeping clear and deﬁned goals and
strategies for all business communication
tools


Tactics in HR

 Have clear end goals and statement of
intent for purpose of Social Media
diversiﬁcation
 Creating Internet Policy and implementing
it in New Hire packets
 Create committee with representatives
from HR/IT/PR/Consumer Relations to
discuss end goals


Social Media and Internal
Communications


Social Media and Internal
Communications
Static vs. Dynamic


7 Outcomes of Organizational
Communication and Social Media
Source: Nate Riggs, 2010


1. Information Flow and Decision

 Upward and Downward Communication
 Broadcast questions, mission statement
throughout organization and get a quick
response
 Share knowledge and enable knowledge
sharing


2. Promoting Internal Transparency

 Employees want to know what is going on
in their organization
 Having the ability to understand why
decisions are made is just as important to
internal groups as external groups
 Using social media tools to create internal
transparency, context and understanding
around organizational decisions can result
in greater satisfaction, trust in and
connectedness to organizational
leadership.


3. Reducing Communication

 Creating visibility to information on a one-
to-many platform.
 Find employees internally who can support
and help development of projects


4. Visualizing Organizational Culture

 increase employee engagement and
strengthen the sense of belonging in
regards to company’s brand values and
mission.
 “Water cooler feel”
 Targeted Facebook Ads are being used to
drive potential candidates who might be
looking for a new career direction into that
conversation.


5. Employee Retention and Recruitment

 Bring on new talent, if they are provided
with a centralized and visible platform in
which to recruit.
 Employees who feel a sense of trust and
belonging for the organization in which
they work, tend to want to stay on board if
factors like pay, location and opportunities
for self-actualization are on par with their
personal objectives.
 Higher employee retention rates typically
result in lower training costs.

6. Reduction of Communication Noise

 New opportunities for employees to not
only communicate, but also gain analytical
data on where inefficiencies and
breakdowns might exist.


7. Communicating Across Boundaries

 Obliterate physical boundaries in a very
efficient way.
 New communication ﬂow processes and could
signiﬁcantly impact travel
 “Outside the Cube” “One Degree of
Separation”

Source: Nate Riggs, 2010


Policies and Procedures
Examples and guidelines


Census Bureau FB
Comments Policy Policy Comments
USDA
Policy Media Guideline
Social

1.    Remind employees to familiarize themselves with the employment agreement and
policies included in the employee handbook.
2.    State that the policy applies to multi-media, social networking websites, blogs and
wikis for both professional and personal use.

3.    Internet postings should not disclose any information that is confidential or
proprietary to the company or to any third party that has disclosed information to the
company.
4.    If an employee comments on any aspect of the company's business they must clearly
identify themselves as an employee and include a disclaimer.
5.    The disclaimer should be something like "the views expressed are mine alone and do
not necessarily reflect the views of company."

6.    Internet postings should not include company logos or trademarks unless
permission is asked for and granted.
7.    Internet postings must respect copyright, privacy, fair use, financial disclosure, and
other applicable laws.
8.    Employees should neither claim nor imply that they are speaking on the company's
behalf.
9.    Corporate blogs, Facebook pages, Twitter accounts, etc., could require approval
when the employee is posting about the company and the industry.


Coca-Cola Social Media
Objectives Principles
Online Database of Social Media
Policies

 raise funds
 support for important social issues
 organize, promote and manage events
 promote your organization's blog, latest news
and meetings
 raise public awareness and money for advocacy
efforts
 stay in touch with core audiences on an
ongoing basis


Mission Statement for Social Media

 We are engaging in the social media sphere in
order to build awareness of our services and
to increase engagement in our mission to
provide uncompromising human services to
those in greatest need.
 We will use our Corporate Page to share
stories of triumph and to encourage
participation in the discussion about our
community commitment and development as
well as our desire to encourage growth, foster
independence, and enrich the lives of the
individuals we serve.


Social Media Plan
Eyeballs and Ears
vs.
Hearts and Minds
d ia
l Me
o cia
ssS
C ro ok
ed d b o
R n
Ha


Eyeballs and Ears
 Share observations on the industry
 Trends that you are noticing
 Link to things you like and dislike
 Legislations
 Events


Hearts and Minds
 Develop credible voice along the
parameters of engagement, humility, and
authenticity.
 Success stories


Final Questions and Conclusion


Thinking about…
 Synching internal culture with the external
brand
 Gauging leadership appetite for risk and
experimentation
 Matching tactics with measurable business
objectives
 Identifying needs for new tools vs. existing
tools in need of a “digital facelift”
 Identifying resources for community
management/moderation
 Deﬁning what success will look like, feel like


Conclusion

 Multi-departmental approach to
Social meet strategic, communications and
performance goals
 Addresses concerns, nourishes
Media
culture and provides information the
encourages two-way interaction
Improves:  Find and inform users in a
compelling way that resonates with
diverse audiences


Social Media For Non Profit Groups

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