1. VQ @ UQ workshop July 23 2010
Social media
for social causes
HOW TO SOCIALISE SOCIAL MEDIA is a way of connecting your The study found that the greatest opportu-
organisation with people who are interested nites were in the 30-49 age bracket.
1. Engage ... it’s a in your cause. In Australia, people are big users of social
conversation It’s a cheap and accessible way to promote networks.
2. Be honest and your project to a broader audience and According to The Nielsen Company, Austra-
authentic engage directly with potential volunteers or lians are the world’s heaviest users of social
3. Listen to the donors. media, spending an average of seven hours a
community Social media includes all those web 2.0 month on social networks.
4. Be a person, not a tools that allow you to share content:
nameless brand This is more than the Americans and British,
YouTube, Wikipedia, Facebook and Twitter. who spend closer to six hours a month.
5. Involve the whole But it can also be used to maintain relation-
organisation MAKING IT WORK
ships, monitor sentiment and facilitate
6. Prepare to lose donations. Unlike traditional media marketing, social
control media is interactive. It’s no longer a case of
7. Generate good From a marketing perspective, social media
developing a message and getting it out
content is a great way to promote your organisaiton.
there.
8. Aim for quality over Use it to:
With social media you need to engage your
quantity • Build trust / reputation with audience
audience, participate in the conversation and
9. Maintain your • Facilitate ‘word of mouth’ marketing offer something useful in return.
profiles
• Find out what people really think There is no room for spin here. Your audi-
10. Create excitement!
• Engage with customers ence wants authenticity; they want useful
• Increase exposure information and they want to participate.
And, they are willing to contribute.
ASK YOURSELF ... • Nurture evangelists
PR man and marketer David Meerman Scott
1. Where is your • Drive traffic to websites says the key is to focus on your audience and
audience? • Advertise their needs:
2. What are your goals? OPPORTUNITIES “The new publishing model on the web is not
3. How are others using about hype and spin and messages. It is about
A recent study: Community Philanthropy
social media? delivering content when and where it is needed
2.0, found that social media was potentially
4. Is anyone pretending and, in the process, branding you or your
lucrative for nonprofit groups:
to be you? organisation as a leader …”
5. What content do you “… a tremendous opportunity [exists] for
have? nonprofits to participate as trusted providers of Be strategic about what social media you
6. Who will update your credible information and ultimately cultivate use. If your audience are keen Facebook
profiles? the next generation of major donors through users then set up a page, but they might
the social web.” prefer email updates or a podcast.
THE RIGHT TOOL FOR THE JOB
Content Relationships Measurement Donations
There are tools for blogging, Social networks such as It’s a good idea to monitor Eventually you want your
uploading videos, sharing Facebook allow you to create the social media sphere. Find efforts to pay off - often in
corporate presentations and groups, while LinkedIn is out what is being said about money. There’s several ser-
creating photo albums. better for professional con- your organisation, identify vices that can help facilitate
Try these: nections. Email services can issues and monitor what is this process. Try these:
help keep people informed. working and what is not. Try
Try these: these:
skye doherty media http://skyedoherty.com skye@skyedoherty.com +61 401 326 726
![VQ @ UQ workshop July 23 2010
Social media
for social causes
HOW TO SOCIALISE SOCIAL MEDIA is a way of connecting your The study found that the greatest opportu-
organisation with people who are interested nites were in the 30-49 age bracket.
1. Engage ... it’s a in your cause. In Australia, people are big users of social
conversation It’s a cheap and accessible way to promote networks.
2. Be honest and your project to a broader audience and According to The Nielsen Company, Austra-
authentic engage directly with potential volunteers or lians are the world’s heaviest users of social
3. Listen to the donors. media, spending an average of seven hours a
community Social media includes all those web 2.0 month on social networks.
4. Be a person, not a tools that allow you to share content:
nameless brand This is more than the Americans and British,
YouTube, Wikipedia, Facebook and Twitter. who spend closer to six hours a month.
5. Involve the whole But it can also be used to maintain relation-
organisation MAKING IT WORK
ships, monitor sentiment and facilitate
6. Prepare to lose donations. Unlike traditional media marketing, social
control media is interactive. It’s no longer a case of
7. Generate good From a marketing perspective, social media
developing a message and getting it out
content is a great way to promote your organisaiton.
there.
8. Aim for quality over Use it to:
With social media you need to engage your
quantity • Build trust / reputation with audience
audience, participate in the conversation and
9. Maintain your • Facilitate ‘word of mouth’ marketing offer something useful in return.
profiles
• Find out what people really think There is no room for spin here. Your audi-
10. Create excitement!
• Engage with customers ence wants authenticity; they want useful
• Increase exposure information and they want to participate.
And, they are willing to contribute.
ASK YOURSELF ... • Nurture evangelists
PR man and marketer David Meerman Scott
1. Where is your • Drive traffic to websites says the key is to focus on your audience and
audience? • Advertise their needs:
2. What are your goals? OPPORTUNITIES “The new publishing model on the web is not
3. How are others using about hype and spin and messages. It is about
A recent study: Community Philanthropy
social media? delivering content when and where it is needed
2.0, found that social media was potentially
4. Is anyone pretending and, in the process, branding you or your
lucrative for nonprofit groups:
to be you? organisation as a leader …”
5. What content do you “… a tremendous opportunity [exists] for
have? nonprofits to participate as trusted providers of Be strategic about what social media you
6. Who will update your credible information and ultimately cultivate use. If your audience are keen Facebook
profiles? the next generation of major donors through users then set up a page, but they might
the social web.” prefer email updates or a podcast.
THE RIGHT TOOL FOR THE JOB
Content Relationships Measurement Donations
There are tools for blogging, Social networks such as It’s a good idea to monitor Eventually you want your
uploading videos, sharing Facebook allow you to create the social media sphere. Find efforts to pay off - often in
corporate presentations and groups, while LinkedIn is out what is being said about money. There’s several ser-
creating photo albums. better for professional con- your organisation, identify vices that can help facilitate
Try these: nections. Email services can issues and monitor what is this process. Try these:
help keep people informed. working and what is not. Try
Try these: these:
skye doherty media http://skyedoherty.com skye@skyedoherty.com +61 401 326 726](https://image.slidesharecdn.com/sdmsocialmedia-100727204253-phpapp01/85/Socia-1-320.jpg)
