The document outlines principles for an effective nonprofit social media strategy. It discusses listening to audiences and influencers, engaging in conversations, building relationships, leveraging networks, and using content to mobilize audiences and scale impact. Key principles include using social media as a bridge to offline action, listening before engaging, building relationships with influencers, leveraging networks, ensuring web content has a social life, allocating staff time and expertise, using the right metrics, starting with small pilots and iterating strategies, and assessing organizational culture. The presentation provides examples and encourages nonprofits to start using social media by selecting manageable pilots and learning from successes and challenges.
The Women's Foundation of California: Connecting California
1. Effective Nonprofit Social Media Strategy for Social Change Beth Kanter, Beth’s Blog Women’s Foundation of California Connecting California Conference 2010 Photo by Ada,m Jones Photo by Adam Jones
2. My passion is teaching and learning …. Photo by Steve Goodman
3. Engaging Content in many places network Sharing Conversations Crowdsourcing Fundraising Learning and content creation Social Media
17. Listen: Monitor, Compile, Distribute I took an American Red Cross class I thought was less than satisfactory. […] The local chapter director. called me to talk about it honestly. They care about me and they’re willing to go the extra mile. I am now significantly more likely to take another class than I was before.” - Blogger
27. Principles A Bridge to Offline Behavior Change or Action Listen First, Engage Second Build Relationships with Influencers Leveraging A Networked Effect Web Content Has A Social Life Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culturea
32. “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
44. 8. Assess Organizational Culture Flickr photos by jamesjordan
45. Common Concerns Loss of control over their branding and marketing messages Dealing with negative comments Addressing personality versus organizational voice (trusting employees) Fear of failure Perception of wasted of time and resources Suffering from information overload already, this will cause more
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47. Creating A Safe Place Identify worst case scenarios Develop contingency plans Prepare for the failures
48. Pick a social media project that won’t take much time Write down successes Write down challenges Ask or listen to the people you connect with about what worked and what didn't Watch other nonprofits and copy and remix for your next project. Rinse, repeat.
49. Principles A Bridge to Offline Behavior Change or Action Listen First, Engage Second Build Relationships with Influencers Leveraging A Networked Effect Web Content Has A Social Life Staff time and expertise The right metrics Small pilots and Reiterate Assess organizational culturea
51. Share Pairs How could you start using social media? What’s one thing that is holding you back? What’s one idea you would take away and start doing tommorrow? Photo by Franie
52. Thank You! Beth’s Bloghttp://beth.typepad.com Slides and Linkshttp://socialmediafoundations.wikispaces.com/