The National Wildlife Federation is developing a social media strategy to support its mission and objectives. It aims to reach targeted audiences and support its internet strategy through social media tactics like listening, engaging, sharing stories, generating buzz, and using social networks. Key metrics like mentions and followers will be used to track objectives over time. The strategy involves first implementing a small pilot project, tracking its implementation, and determining success before fully launching the social media program.

1. National Wildlife Federation
Social Media Strategy Map
http://oc.nwf.org/sm *(social media resource list)
1. Objective
a. Please select your main reasons for using social media.
• Research and Learning
• Build Relationships
• Issues Awareness
• Improve Reputation
• Content Generation
• Driving Traffic
• Taking Action
• Fundraising
• Other:
b. Describe how your social media objective supports or links to an objective in the National Wildlife Federation’s mission.
2. Target Audience/ Tool Research
a. Who do you want to reach with your social media efforts? Describe a target group:
b. What social media tools are they currently using? Describe based on secondary research, direct observation, or primary research.

2. Social Media Strategy Map
c. What additional research do you need to do to learn about your target audience’s online social behavior?
3. Integration
a. How will your social media strategy support and enhance your Internet strategy?
Internet Strategy Component How Does Social Strategy Support
Email
Web Site
Search Engine Optimization
Search Engine Advertising
4. Capacity
a. Who will implement your program’s social media strategy?
b. Can you allocate a minimum of five hours per week to your strategy?
c. Will your content updates depend on any other resource or person?
(Do they know your intentions?)

3. Social Media Strategy Map
5. Tools and Tactics
a. What tactics and tools best support your objectives and match your targeted audience?
Tactic Identify Tools Questions
Listen What decisions will you link your listening to?
What key words will you use?
How will share or summarize what you learn
from listening with others in your organization?
Participate Who is empowered to respond and what
circumstances?
How will you address negative comments or
perceptions?
Share Your Story What content or information be used to update
or feed the social media sites?
Who will assist or support users in remixing your
message?
Generate Buzz How will you “brand” your presence on buzz
sites? (Personal/Organizational)
Who will implement and build relationships with
influencers?
Social Networks How will your group represent itself on social
networks?
Who will develop or repurpose content?
Who will be the “community manager?”
b. Now, take a second look at what you are planning, what tactics and tools do you have the capacity to implement?
c. Are you prepared to allow additional time for researching new social media tools or changing tools?

4. Social Media Strategy Map
6. Measurement
a. What hard data points or metrics will you use to track your objectives? How often will you track?
Measure of Success Before During After
b. How will you harvest insights from hard data and qualitative data as the project unfolds?
Keep in mind your objectives will need to be “SMART” – specific, measurable, attainable, realistic, and time-based
7. Experiment
a. What small piece can you implement first as a pilot?
b. Aside from the metrics described above, how will you track the implementation so you can learn from it? How will you determine if you are successful?

5. Social Media Strategy Map
c. What is the lifespan of this project?
8. Steps for Getting Started
STEP 1: Listening
Sign up for Google Alerts and search Twitter
http://www.google.com/alerts
Put in a few key words and select a comprehensive search (includes blogs and news) Select that you want a weekly or daily update.
*Search Twitter by going to http://search.twitter.com - look for program names or key words! (You don't need an account to search)
*looking for followers on twitter? Check out www.wefollow.com and www.twellow.com - also search friends of like-minded people!
*Check out NWF's Recent mentions: http://www.delicious.com/nationalwildlife search keywords for more drilled down results.
STEP 2: Engage internally
Sign up for www.Yammer.com
(this is the internal twitter! It is fun and your coworkers won't bite)
To sign up just enter your WORK EMAIL and join the conversation! There are over 65 NWFers and this is just a way to update people on campaigns and initiatives in an easy way.
We also do social media pushes through this channel so you can learn about what NWF offices are working on!
STEP 3: Talk back
Find people that are talking about you (through step 1) and respond to them! Wherever they are talking about your issue or a related topic it's important to engage in a
meaningful way. Look for blogs, twitter users or webpages that talk about you or link to you! Once you start listening you will realize there are great ways to respond. If you are
looking for more ways to listen or respond let me know!
Ask me questions. (Danielle Brigida brigidad@nwf.org)
Whether you want to learn more about organizing on Twitter, searching your program, or Facebook - and you want to get to know more about where NWF is online (check out
www.nwf.org/socialmedia ) Feel free to contact me either on yammer, email or phone and ask me these questions! Also-- if you sign up for twitter or have a current account--
let me know! I will add you to NWF's list of staff who tweet.
Social Media Resources
http://www.slideshare.net/danielle.brigida- presentations on our social media strategy
www.beth.typepad.com- great blog about nonprofits using social media
http://oc.nwf.org/sm- NWF's social media page in Sharepoint
http://www.nwf.org/socialmedia - hub of social media sites - follow NWF or find us wherever you are! Also let us know if you have your own sites that you've created.

6. Social Media Strategy Map
http://www.delicious.com/nationalwildlife- NWF's recent mentions.
Social Media for Nonprofits: http://www.wearemedia.org/

7. Social Media Strategy Map
http://www.delicious.com/nationalwildlife- NWF's recent mentions.
Social Media for Nonprofits: http://www.wearemedia.org/