Social Media Strategies for Nonprofits
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This document provides guidance on using social media for organizations and causes. It discusses developing a social media strategy, setting goals and finding the target audience. Tips are provided for using social platforms like Facebook and Twitter to promote events and engage supporters. Facebook best practices recommend using rich media in the newsfeed and monitoring engagement. For Twitter, it suggests establishing hashtags and timely updates. Overall, the key is to create shareable content that shows impact and inspires word-of-mouth promotion of the cause.
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Social Media Strategies for Nonprofits
- 1. SOCIAL MEDIA FOR CAUSES! Hashoo Foundation | Caitlin Kaluza | @qcait Schipul The Web Marketing Company Photo: flickr.com/photos/wolfraven/1334244592
- 3. 1. Social Media for Organizations 2. Strategy First 3. Social Media Event Coverage 4. Facebook Best Practices 5. Twitter Best Practices LET’S TALK... Photo Credit: flickr.com/photos/duncanh1/9047426263/
- 5. Why it Matters Active monthly users, via expandedramblings.com
- 6. 70% of the world uses Social Media ... Most people use 2 networks and have no interest in branching out Source: theconversationmanager.com
- 7. WHAT’S IN IT FOR ME? • Word of Mouth • More Data Now than Ever • Hyper-Information Customers • Branding and Marketing • Reactive Needs (Online PR)
- 8. Organizations who incorporate social media into fundraising campaigns generate 10xmore money Source: 2012 Digital Giving Index
- 9. WHAT’S DIFFERENT FOR ORGANIZATIONS? • Facebook Page instead of Profile • Everything Represents the Brand • Remember: There is no Delete Key
- 11. SETTING GOALS
- 13. EXAMPLE: Houston Hospice Users on Twitter are 5x more likely to share news than any other network Source: mediabistro.com
- 14. • Lifestyle content works well • Curated Content - 80% are repins • Inspiration/Aspiration • Demographic: College Educated Women
- 15. Getting started Listen First. Photo Credit: flickr.com/photos/48578410@N00/
- 16. Getting started Think of social media like a cocktail party.
- 18. Photo Credit: flickr.com/photos/68428932@N00/4690601431/ Your Website is Your Mothership.
- 19. Make it VISUAL.
- 21. Tip: Integrate Visuals into content you’re already posting
- 22. TOOLS FOR VISUAL CONTENT madewithover.comcompfight.com
- 23. Tell People How to Talk About You •What’s the Hashtag? •Links to share? •“Please RT”
- 25. Create Shareable Content •Show who benefits and the impact •Showcase your people - staff & volunteers •Cover Events •Stats & Education •Think Real Time •Say “THANK YOU!”
- 26. Think Shareable •Top 10 Ways to... •Hot Topics/In the News •Infographics •How to/FAQs •Tag People •Local Content
- 27. Respond to People Who Reach Out to You
- 29. • Share the hashtag • Sense of urgency! • Assign duties ahead of time • Turn announcements into news BEFORE THE EVENT
- 31. • Use the hashtag • Monitor what others are saying • Take photos • Get things up in real time DURING THE EVENT
- 32. • Say thank you: video, photos, hand written cards, etc. • Tip: Plan your thank you strategy ahead • Post photos and start getting excited about next year! • Show people the impact they’ve made AFTER THE EVENT
- 34. OVERVIEW • 1.11B MAU • Accounts for 90% of time spent social networking Components • Page v. Profile • Newsfeed is main form of content consumption • Promotes engagement via Likes, Comments, Hashtags and Shares • Promotes Sponsored Stories, Boosted Posts and Ads
- 37. FACEBOOK: PAGE •Users are 40-150 times more likely to consume your content on their newsfeed than from your page. •40% of Facebook time is spent on Newsfeed compared to 12% on Pages. •Edgerank is the algorithm that determines what gets shown in a user’s newsfeed
- 38. EDGERANK FACTORS • Personal Interaction • Your previous interactions with the author • Your previous interactions with the post type • Network Reaction • Reaction from users who have seen the post • Negative feedback
- 40. CONTENT STRATEGY • Consider how you use Facebook • Use rich, engaging, easy-to-consume media • It’s not all about you - 80/20 rule
- 41. RECOMMENDATIONS • Create a Facebook Event (create it as the “Hashoo Foundation” or “PISA” if possible) • Fill out details like who you’re supporting, why, ticket links, etc. • Invite your friends individually • Add posts leading up to the event like photos, deadlines, how many tickets are left, how to donate additionally to ticket prices, etc.
- 43. • 5x more likely to share News
- 44. •About 200M users (Dec. 2012) •Treats personal and brand profiles the same •Timeline is main form of content consumption •Promotes engagement via Mentions, RTs and Hashtags
- 48. CONTENT STRATEGY • Use popular hashtags - but don’t spam people • Be timely • Keep it short! • Use images and links
- 49. RECOMMENDATIONS • Don’t feed content from Facebook, create separate messages for Twitter • Establish a hashtag and use it • Post photos and news events related to your cause • Retweet others • Create urgency with timely posts like “3 weeks left!”
- 50. Tools to Help with Implementation
- 52. OTHER TOOLS Social Media Policy Examples socialmediagovernance.com/policies.php
- 53. More Tracking Tools Tip: Add + on the end of any bit.ly URL to see stats
- 54. Photo Credit: flickr.com/photos/duncanh1/9047426263/ 1. Social Media for Organizations 2. Strategy First 3. Social Media Event Coverage 4. Facebook Best Practices 5. Twitter Best Practices REVIEW: