This document summarizes the key challenges and strategies for non-profits using social media effectively. It notes that while social media is now mainstream, it has become more difficult for non-profits to get noticed due to increased competition and changes by platforms like Facebook that reduce visibility. However, it provides strategies for non-profits to improve their social media presence, such as creating comprehensive strategies and content plans, experimenting to engage audiences, measuring effectiveness, and considering paid advertising like Facebook ads which can be very affordable. The overall message is that social media requires focus, resources, and constant adaptation to remain successful.

1. OK, We’re Using Social Media.
Now where is everybody?
Presented to the Association of Fundraising Professionals
By David Griner
Luckie & Co
February 13, 2012

2. First, a little about
Luckie & Company

3. Quick facts
Founded in 1953
135 employees
Offices in Birmingham, Atlanta and San Antonio
Nonprofit clients include United Way of Central Alabama,
The Virginia Samford Theatre, and the Parkinson
Association of Alabama

4. Brands that trust us to tell their stories.

5. First, the good news:
This is a great time to be in
social media.

6. The number of competing social networks has
dwindled, making it easier to pick where you should
focus your efforts.

7. No. 1:
Facebook
850 million users
3 of 4 social
networking
minutes in 2011
were spent on
Facebook
Photo credit: Aaron Fulkerson on Flickr.
Data sources: Facebook and ComScore

8. No. 2:
YouTube
800 million
visitors a month
3 billion videos
viewed a day
8 years’ worth
of video uploaded
every day
Photo credit: Aaron Fulkerson on Flickr.
Data sources: Facebook and ComScore

9. No. 3:
Twitter
300 million users
Record set during
2012 Super Bowl:
12,000 Tweets per
second
Photo credit: Aaron Fulkerson on Flickr.
Data sources: Facebook and ComScore

10. No. 4:
LinkedIn
150 million users
Includes
executives from
all Fortune 500
companies

11. As the number of competing networks shrank,
social media became a mainstream activity.

13. And if you feel like your organization is running
behind on social media adoption, you’re not alone.

14. Meanwhile, new social networks are creating
exciting new ways to reach and engage your
audiences.

15. Now for the bad news.
It’s a very difficult time to be in
social media.

16. The downside of social media’s popularity is that
organizations have a harder time getting noticed.
You’re constantly competing for your audience’s
attention against:
• Their friends
• Well-funded brands
• Automated apps (news, music, games, etc.)
• Other nonprofits

17. And just as things were getting so crowded,
Facebook made changes that dramatically reduced
the visibility of organizations.

19. An analysis by the blog AllFacebook.com found that
Facebook page content is now seen by a mere 17%
of fans.
Source: AllFacebook.com, January 2012

20. Facebook, Twitter and YouTube have each launched
dramatic redesigns in the past year. For
organizations, each change means re-evaluating
your approach to content.

21. Local nonprofits are often the last to adapt, leaving
them vulnerable to social donation fatigue from the
online proliferation of national and global causes.

22. Facing the new reality:
How to make the most of social media

23. It’s easy to complain about change or wish life were
easier, but that effort can be better spent.

24. Step 1:
Acknowledge that social media is a challenging
area, one that requires focus and resources.

25. Step 2:
Create a strategy and a plan.
(Which are different things.)

26. What does a strategy provide?
• A consistent vision
• Buy-in across the organization
• Systems and processes
• Accountability
• Room for growth and interpretation

27. What does planning provide?
• Content relevant to the strategy
• A detailed schedule for outbound messages
• Realistic goals and benchmarks
• Opportunities to optimize and improve
• Peace of mind

28. Most organizations, like most people,
have no plan
for what they’re going to post in social media.

29. Content begins with brainstorming.
• Bring in key players, but not too many
• Take stock of what content you already have
• What audiences are you targeting? What do they
care about? Does that change seasonally?
• What are potential sources for ongoing content?
• How will you engage your audience instead of
just talking at them?

30. You’ll need a system.
I recommend Google Docs because they can be
easily shared, with real-time collaboration.
If you’re working from a non-shared document,
make sure it’s clear who “owns” the official version
and where it lives.

31. It helps to have two kinds of content plan:
1. A “Global View” spanning the entire year
2. A “Daily View” with pre-written content (or at
least topics) for each month

32. Social media content planning requires
constant evolution.

33. Changes in software and user behavior can be
frustrating, but they also create new opportunities.

34. Successful content isn’t about tricks and tactics,
though. It starts with knowing your audience and
constantly adapting to their feedback.

35. What does this really tell us about our fans?

36. Questions to ask:
1. Why are they here?
2. Where did they come from?
3. How much do they know about you?
4. When are they most active?
5. What motivates them to engage with
your organization?

37. Visibility comes at a premium these days.
So step up your pace.

38. A 2011 survey asked:
How many posts in a day
are too many?
Twitter:
Facebook:
Google+:
LinkedIn:

39. A 2011 survey asked:
How many posts in a day
are too many?
Twitter:
36
Facebook:
21
Google+:
16
LinkedIn:
14
Source: WhiteFire SEO: “Twitter Psychology for Marketers,” August 2011

40. Social media channels are simply too active for
2009-era schedules to remain effective.
Finding the balance requires experimentation,
measurement and a lot of creativity.

41. Be willing to invest.
Your time. Your effort. And yes, some money.

42. Facebook is one of the most affordable
advertising options in America.
Ad Medium
CPM
Broadcast TV
$10.25
Magazine
$6.98
Cable TV
$5.99
Newspaper
$5.50
Radio
$4.54
Online Banner
$3.50
Outdoor
$2.26
Facebook
$0.15 - $0.75

43. The secret to Facebook ad success is the same
as the secret to great day-to-day content:

44. Never stop experimenting.

45. Ask yourself these questions:
1. Are we measuring the effectiveness of what
we’re doing?
2. If so, are we setting goals and planning ways
to reach those?
3. Are we finding ways to make each post
engaging?
4. Are there potential partnerships we haven’t
thought of?
5. Are we doing more of what works and less of
what doesn’t?

46. Your most important priority needs to be your
own enthusiasm for this technology.
Stay motivated. Stay excited. Stay curious.

47. Thanks for
your time.
Questions?
David Griner
@Griner on Twitter
TheSocialPath.com
David.Griner@Luckie.com
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