Slides delivered during workshop at 501cometogether: The Illinois Nonprofit Conference, sponsored by Donors Forum, on October 16, 2012.
Social media is everywhere. Your donors are connecting with you on LinkedIn, your advocates are sharing links about your nonprofit on Twitter, your program participants are commenting on your Facebook page, and your staff is posting videos on YouTube--what's an executive director to do? How much should she do personally on behalf of the organization and how much should she manage it? As nonprofits explore new ways of fundraising, advocating, and conducting outreach online, it can be hard to know where to focus and invest your energies. In this workshop, I will share some strategies you can use to evaluate and manage your organization's approach to social media. We'll also discuss topics such as staff capacity, social media guidelines, and your personal/professional brand.
5. I write 30 tweets on a Friday, have my E.D.
approve them on a Monday, and then send
them out during the week. That's okay right?
It takes time to see the results from social
media; my boss is upset that money hasn't
come pouring in after just one month.
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6. I'm tired of him dismissing social media as if it
is irrelevant, why won't he just embrace it?
My CEO thinks that a 21-year old intern is the
only person that can 'do' social media for us.
She doesn't see it as a marketing tool or one
we should invest time or money in.
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7. Social media is a Social media is
waste of time. integral to our org.
1 2 3 4 5
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8. What I hope you will learn today
• What social media are
• How to think about a social media
strategy
• Understand who should staff it and how
much time it takes
• Elements of social media guidelines
• How your peers use social media
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9. “The loss of control
you fear is already in
the past.” –Clay Shirky
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19. Qualities of an effective social
media manager
1. Has a passion for the cause and for
social media
2. Is friendly, patient, and responsive
3. Is creative and detail-oriented
4. Has experience in online communications
5. Reads blogs about social media and
mobile technology
6. Is an early adopter
http://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/
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20. Qualities of an effective social
media manager
7. Is not overly confident about her social
media skills
8. Thinks like a journalist
9. Is mobile
10. Is willing to mesh his personal life with his
professional life online
11. Takes steps to prevent social media
burnout
http://nonprofitorgs.wordpress.com/2011/09/13/11-qualities-of-an-effective-social-media-manager/
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27. Let go.
• You never had
complete control over
your message
• The conversation is
happening, with or
without you!
• Mistakes will happen
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28. Why create a social media policy?
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29. What’s in a social media policy?
1. Overview of your social media presence
2. High-level guidance
3. Specific guidelines
4. Conversation guidelines
5. Personal/professional boundaries
6. Tips and how-tos
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33. Tips for successful guidelines
• Strike a friendly tone
• Encourage experimentation & questions
• Try to keep guidelines open-ended
where possible, rather than restrictive
• Appoint one or two people to manage
• Keep your audiences in mind—what do
they expect from you
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34. Involve your staff
• Identify a go-to person for questions
• Conduct surveys/interviews to get
feedback, assess interest, etc.
• Share draft policy in a staff meeting and
invite feedback/questions
• Provide trainings on privacy settings,
tools, etc.
• Include in staff orientation
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37. “My personal mission for
engaging in social media spaces
is to help spark thoughtful
conversation and ignite action.
Both will lead to positive change
in the world, and I truly believe
that is the best possible use for
the power of social media.”
- Matt Flannery, CEO, Kiva.org
http://mashable.com/2011/09/20/kiva-matt-flannery-social-media/
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52. Parting tips for CEOs
• Make time for it: Start by listening 15
minutes/day
• Get a mentor: Ask for help
• Experiment: Pick one channel to start
with
• Be yourself: Share your POV and your
passion
• Privacy: Check your settings (again)
• Turn it off: It’s okay to have ‘down’ time
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53. Parting tips for organizations
• Map out a strategy: Set goals and find
your community
• Create guidelines: Help your team
understand how and why
• Rethink staffing: Put the right people in
place
• Allocate time: Start 30-60 min/day
• Use your brand: Let positioning and
personality guide content
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55. Resources
• Nonprofit Technology Network
www.nten.org
• Nonprofit Social Media Decision Making Guide
http://idealware.org/reports/nonprofit-social-media-
decision-guide
• Nonprofit Social Media Policy Workbook
http://www.idealware.org/reports/nonprofit-social-
media-policy-workbook
• NPower
http://www.npower.org/
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56. Articles and Reports
• Social Media for Nonprofit CEOs—How one
Executive Director Manages it
http://www.bigducknyc.com/blog/
• Nonprofit CEOS and the Network Mindset
http://www.bethkanter.org/goodwill-sf-ceo/
• 5 Big Reasons CEOs Should Get Social
http://mashable.com/2011/12/02/social-ceo-
infographic/
• Nonprofit Social Network Report
http://www.nonprofitsocialnetworksurvey.com
• Social Media Posting Guide
http://topnonprofits.com/posting-guide/
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57. Books
• Social Media for Social Good: Heather Mansfield
http://nonprofitorgs.wordpress.com/book/
• Measuring the Networked Nonprofit: Beth Kanter,
Katie Delahaye Paine
http://amzn.to/QhRCpy
• Open Leadership: Charlene Li
http://www.amzn.com/0470597267
• The Social Organization: Anthony Bradley, Mark
McDonald
http://www.amzn.com/1422172368
• Humanize: Jamie Notter, Maddie Grant
http://www.amzn.com/0789741121
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