Social Media Listening and Engagement for Program Officers
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Social Media Listening and Engagement for Program Officers
- 1. Deeper DiveListening and Engagement for Program Officers Beth Kanter Scholar in Residence, Packard Foundation BETA VERSION
- 2. Flickr photo by netdance
- 3. Agenda 1:00-1:45 How nonprofits are listeningExample from Catherine England Translation: What might listening look like from the lens of a program officer’s work? What value does listening (even on a minima level) bring to your work? 1:45-2:30 Listening SkillsExercise: Keyword Share PairListening ToolsSetting up a listening post – live experiment2:30-2:50 Strategies for EngagementTechniquesTranslation: What is the value of engaging after listening for a program officer? 2:50-3:00Reflection: One small thing you can put into practice?
- 4. Listening is research, monitoring and tracking through social media channels. Listening is linked to goals and is used to inform strategy. Listening and engagement go hand in hand.
- 5. Observe and sift through qualitative data like a Primatologist
- 7. A homeless person isn’t someone you pass on your way into a fancy restaurant
- 8. Listening with Twitter Search
- 9. Twitter As Focus Group
- 13. They think the people who work at the Smithsonian are cool Source: Nina Simonhttp://museumtwo.blogspot.com
- 16. If you were a staff person at the Smithsonian, how might you use this information?
- 17. How is the Packard Foundation listening to inform communications strategy for the foundation as a whole?
- 20. You Don’t Have to Be Joey Chestnut to Listen Effectively
- 22. Time for scanning and summarizing
- 23. Commitment to making it a habit?
- 25. Other nonprofit names in your space
- 26. Program, services, and event names
- 27. CEO or well-known personalities associated with your organization
- 28. Other nonprofits with similar program names
- 29. Your brand or tagline
- 30. URLs for your blog, web site, online community
- 33. Use A RSS Reader Avoiding Information Overload Set up aside a small block of time to read your feeds everyday Clean house often, RSS subscriptions tend to pile up Don't feel like you have to read every post on every blog, use the "Mark Read" option
- 34. What’s the Best Thing About RSS? Not here
- 38. What about following philanthropy or foundation blogs or Twitter? Do your grantees have blogs or on Twitter? Would it be useful to read? RSS makes that easy … http://www.flickr.com/photos/brettlider/
- 39. Just read one or two that link to the many, add as you go
- 41. Let’s take a look
- 43. Your Ego Feeds Persistent Searches: A few live demos Most overwhelming part is set upYou don’t have to be Joey Chestnut: Fewer keywords, fewer sourcesUse to find grantees Put into folders in your reader http://socialmedia-listening.wikispaces.com/Primer+Part+3
- 44. Engagement Having a conversation with people on the social web How nonprofits are using it: Relationship building, program improvement, feedback, crowdsourcing ideas Leads to mobilization, action, etc Goes hand in hand with listening
- 45. First project was a listening project over three years ago People were talking and they needed to listen At first, felt like going to war, but changed internal perception of social media
- 46. Listen: Monitor, Compile, Distribute
- 47. Influencer complaining … Customer service issue Relationship building Staff determines comments or tweets that need response
- 52. Happy Ending! Givewell uses Network for Good - nearly $70,000 raised
- 53. Listens for keywords “pro bono” “volunteer”
- 54. Think like your audience “It is important to connect with people based on their interests (I will sometimes search twitter for "kids outside" and then compliment them on giving their kids a green hour!) ” Danielle Brigida
- 55. Crowdsourcing the Institution’s Strategic Vision
- 60. If information is incorrect
- 61. If you have something of value to offer
- 62. Trolls
- 63. Competitors
- 69. What’s holding you back?
- 70. What do you need to move forward?
Editor's Notes
- http://www.flickr.com/photos/scubavagabond/2428977004/