In this presentation, Ivan Boothe of Rootwork.org talks about integrating social media into your nonprofit/social change work, including using things like Facebook, Twitter, Pinterest, Google Plus and more. Download the list of resources mentioned in this presentation: http://rootwork.org/sites/default/files/pdxt4g-2013-03-resources.pdf Ivan touches on strategies for managing your social media work, aligning it with your "offline" campaigns (be they advocacy or fundraising), and the differences between messaging and engaging. He highlights some organizations that are succeeding, and some reasons for their success. He take a closer look at what is sometimes called "slacktivism" and how to invest in social media as an effective tool rather than meaningless metrics. And he points toward growing movements of organizations, using social media to catalyze grassroots power around a cause, building power not only of the individual organization but of the activists pushing for social change. Reposted from http://www.slideshare.net/rootwork/pdxt4g-201303-17382641 ABOUT IVAN Ivan Boothe is the creative director of Rootwork.org and a co-organizer of PDXTech4Good. He works as a freelance Drupal developer and online organizer, and is the online communications associate for the Fellowship of Reconciliation. He's active in the Nonprofit Technology Network and NetSquared communities (both sponsors of PDXTech4Good) and has presented in the past at the Nonprofit Technology Conference, U.S. Social Forum, New Organizing Institute and the Gandhi-King Conference. In addition to his technical work, he sits on the board of the Peace and Justice Studies Association and is a semi-professional handbell musician. View Ivan's other presentations on Slideshare: http://www.slideshare.net/rootwork Follow Ivan on Twitter: https://twitter.com/rootwork --- A recording from PDXTech4Good, a free monthly gathering of nonprofits, techies and activists in Portland, Oregon. More information: PDXTech4Good.org

1. Using social media
for nonprofit campaigns,
activist organizing
& social change
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2. Who is this guy?
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3. • Drupal front-end development (freelance)
• social media consulting for nonprofits &
community groups
• tech & social change organizer in
Philadelphia
• community organizer theory & practice
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4. Where do we start?
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5. Strategy!
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6. Online and offline feed each other
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8. Establish
strategic
goals
Image by Paula Naugle, Flickr Creative Commons
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9. Low barrier to entry
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10. NO BUSY WORK!
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11. Be clear about your
theory of change
Image by Ian Barbour, Flickr Creative Commons
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12. “line of sight”
How taking this action
gets us closer to our
long-term goals
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13. Online Organizing
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14. Find your people and
go where they are
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15. They might NOT be where YOU are
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16. Social divisions don’t disappear online
“ Middle/upper class, college-bound teens…
are all on or switching to Facebook.
Marginalized teens, teens from poorer or less
educated backgrounds, subculturally-identified
teens…continue to be drawn to MySpace.
Class division has emerged and it is playing
out in the aesthetics, the kinds of advertising, and
the policy decisions being made.”
—danah boyd, June 24, 2007
“Viewing American class divisions through Facebook and MySpace”
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17. Engage your supporters
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18. Mobilizing
“Join us at our event.”
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19. Organizing
“Become a part of a movement.”
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20. Network mapping
• decision makers (who has control?)
• influencers (who has their ear?)
• partners (who’s working on this already?)
• allies (who could be working on this, if asked?)
• community members (who’s affected by this?)
• supporters (who’s on our side?)
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21. Organize for a movement
(it’s long-term)
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22. Cultivating Leaders
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23. local leader
action leader
action participant
Have a ladder of joiner
engagement ready
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24. find the
network connectors
among your supporters
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25. Don’t just connect people to you
Connect people to each other
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26. People self-organizing?
silence on mainstream blogs...
500 Facebook groups
1,600 YouTube videos
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27. Add strategy
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28. Social media tactics
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29. Amplify voices
Every organization and group has stories.
Storytelling is human.
Storytelling makes the plain more interesting.
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30. Picture a World Without Genocide
STAND / Genocide Intervention Network
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31. It’s about them, not you
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32. Tell people what
you’re doing
(with their money)
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33. “Share” the love
Facebook: Tag other pages or
people, in updates
Twitter: Retweeting
Tumblr/Pinterest: Reposting
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34. Encourage those
participating
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35. Become a trusted source
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36. Image by Welena Studios
facebook.com/weleniastudios
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37. Promote
similar groups
(at a distance, if
need be)
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38. Your Voice
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39. Social media is not a
billboard.
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40. Pictures
get shared.
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41. Fences
for Fido
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42. Videos get shared even more
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43. Remember the “social”
part of your content
Instead of “Register now for our awards
ceremony on Dec. 6 at the rec center”
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44. Behind the scenes “Picking up Sherry Smith,
our keynote speaker. She’s one inspiring
woman!”
Questions: “What do you want Sherry Smith to
address in her keynote?”
Personal and heartfelt: “Just wait until you
hear about the winning organizations. So proud
to be a part of this community!”
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45. Measure
what you’re doing
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47. The easy things to measure
are the least important
Not important: friends, followers
More important: likes, shares, retweets
Most important: pepole speaking in their own voice,
action-taking
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48. Share the
measurements!
Be sure to report back to your supporters
what’s working, results of campaigns, etc.
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49. Stay in touch!
ivan@rootwork.org
@rootwork on Twitter
www.rootwork.org
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