Social Media 201

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Social Media 201

• Beyond The Basics

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What is Social Media?

• Social media are media for social interaction
  using highly accessible publishing techniques.
  Social media uses web-based technologies to turn
  communication into interactive dialogues.

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Social Media Revolution
View the Social Media Revolution video
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Social Media

• Dos and Donts
• Be personal, not a robot
• Engage in dialogue, not 1 way conversation
• Post frequent, relevant content
• Dont jump on board with social media until there
  is a strategy behind it

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Social Media Sites
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Social Media Sites

• Most popular sites in US

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Facebook
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Facebook
Facebook currently has 500 million users. 18 -
34 yr olds make upalmost 1/2 of the entireUS
user base.55 - 65 yr old females is currently
the fastestgrowing segment of users.
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Facebook
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Facebook - Cause vs. Page
Causes are special pages that are made available
to individual activists, nonprofits, foundations,
organizations and companies. Unlike pages, they
offer a donation option, which is paid out
monthly to the group beneficiary.
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Cause Example- ASPCA
Click here to view the ASPCA Facebook cause
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Facebook - Cause vs. Page
Pages are not specific to a cause. They can be
created for any type of business, product, blog,
public figures, music artists, athletes and more.
Its recommended that organizations start with a
page and then leverage the audience to then build
up the Cause feature to solicit donations from
this audience.
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Page - ASPCA
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Twitter
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Twitter
Twitter ended 2009 with just over 75 million user
accounts. Only 21 tweet on a daily basis.25 -
49 yr olds make up just over half of the user
base. There are over 27.3 million tweets sent
per day.
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Twitter Example - GBFB
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Twitter Vocabulary - Hashtag
By placing a in front of nonprofit I was
able to make it a searchable word. Now others who
are searching on that hashtag can see my tweet,
even if they arent following me.
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YouTube
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YouTube
In 2009, YouTube had over 100 Million users and
14.8 billion hours of video loaded on its
site.YouTube is the 2nd largest search engine
in the world (and no wonder - its owned by
Google).Users age 45 - 55 are slightly more
active than the younger age groups.
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YouTube Example - VTFB
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LinkedIn
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LinkedIn
LinkedIn has over 80 million professionals who
use the site. The average age of the LinkedIn
user is 41. 64 of users are male. 80 are
college educated. Average income of the LinkedIn
user 109,000.
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LinkedIn - Contacts
Users can manage their contact lists like they
would in their outlook programs. You can export,
organize alphabetically and import your own
contacts from outlook. This can help you find
others to connect with.
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LinkedIn - Groups
Users can join groups based on interest,
geography, workplace, and more. Groups are a
great way to participate in conversation, gain
visibility and make more connections.
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LinkedIn Example
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Location-based Services (LBS)
A location-based service (LBS) is an information
and entertainment service (not always),
accessible with mobile devices through the mobile
network and utilizing the ability to make use of
the geographical position of the mobile device.
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Location-based Services (LBS)

• Why do people use it?
• Identify location of person or service
• Mobile commerce
• E.g. Become the mayor of restaurant X on 4square
  and get a free entrée!
• Personalized weather services
• Parcel and vehicle tracking

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LBS Example - Earthjustice
Commuters have checked in at the ads more than
5,700 times, meeting Earthjustices 50,000
fundraising goal.
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LBS Example - Earthjustice
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Social Media Best Practices
The following slides contain data that was
completed by the University of Massachusetts
Dartmouth (Center for Marketing Research) in June
of 2009. It is one of the first statistically
significant studies on the usage of social media
by United States charities. The research showed
that almost 85 of charitable organizations are
using some form of social media including blogs,
podcasts, message boards, social networking,
video blogging and wikis.
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Social Media Best Practices

1. Blogging is the leading social media channel.
2. 57 of charitable organizations blog.
3. 52 of survey respondents said they planned to
   add one in the near future.
4. 90 of charities say their blogs are successful
   in engaging their community. (also consistent
   with business and academia).

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Social Media Best Practices

• 2) Vital for Fundraising, especially in reaching
  younger audiences.
• 45 of charitable organizations surveyed agreed
  with this statement.

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Social Media Best Practices

• 3) Video is now one of the core features of
  social media
• Use of video in blogs jumped from 40 in the 2007
  study to 65 in 2008.

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Social Media Best Practices
4) Social networking sites are considered
mainstream and not optional Social networking is
up by 47 since 2008. 1) Twitter is used
extensively for short messages. 2) YouTube video
uploads are prominent. 5) Allowing conversation
is very important. 1) 85 of charities and
organizations with blogs, Twitter accounts and
Facebook accounts allowed comments and actively
engage in dialogue.
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Social Media Best Practices

• 6) Email subscription is crucial on your blog.
• 7) RSS Feed use is considered a vital feature of
  a blog.
• 1) 67 of blogs have them.
• 2) Allow people to subscribe.

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Social Media Best Practices

• 8) Monitoring social media is also very
  important.
• 75 of respondents monitor the Internet for buzz,
  posts, conversations and news about their
  institution.
• In 2007, 47 manually searched Google with
  appropriate keywords.
• In 2008, only 36 manually searched Google, while
  automated searches for mentions rose by 42 using
  Google alerts.

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Social Media - Monitoring

• Use Google Alerts to scan the web for
  conversation about your organization.
• Use link tracking (like bit.ly) to determine how
  many people clicked on your link and how many
  shared it.
• Use Google Analytics to monitor what social media
  sites are referring to yours.
• Use program like TweetDeck to monitor hashtags,
  keywords, mentions and more.

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Social Media and SEO
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Value of Social Media Strategy

• Social media should be viewed as a supporting
  element to campaigns the organization is
  running.
• Like any campaign element, it needs to fit with
  the overall strategy for the fundraising
  campaign.

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Social Media Strategy

• Elements covered in strategy
• What is Social Media Who uses it?
• Program Goals (why are they using social media in
  the first place)
• Recommendation of tools and implementation
• Posting style (how to write a tweet)
• Building followers
• Search ability, Metrics and Monitoring

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Where do I start?
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Where do I start?

• Work with the client to set realistic goals for
  how their program will support overall
  fundraising objectives. Create a social media
  strategy.
• The reality is that content does not go viral
  very often. Growth of followers takes time,
  nurturing and patience.
• Creating a strategy around these goals is
  important in keeping sight of why the tools are
  being used.

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Where do I start?

• Look at upcoming campaigns and events. Brainstorm
  how social media could act as an interactive
  supporting element.
• Review current content like video, writings, and
  pictures to see what can be repackaged for the
  various social media sites.

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Where do I start?

• Determine the time commitment the client is ready
  to make.
• 2 hr weekly commitment is realistic for
  maintaining a social media campaign
• Write and schedule posts ahead of time (1 hr)
• Decide how conversational the client wants to be.
  Respond to appropriate comments and messages when
  merited (1 hr, maybe 10 mins per day)

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Where do I start?

• Work with the online team to create a
  recommendation, provide sample posts and a
  schedule for the client.
• Review results with client after each campaign to
  keep the campaign fresh and moving forward.

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Social Media

• Great whitepaper loaded with case studies, stats
  and information.
• Social Media for Nonprofits
• http//bit.ly/d24fy4

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Social Media

• Thanks for attending!
• Questions? Comments?