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I\'m on Facebook - Now What?

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Julia Campbell
Julia Campbell

A presentation on social media for nonprofits. This was created for the Nonprofit Net, Inc. in Lexington, MA.

1 of 27
I’m On Facebook… So Now What?? March 16, 2011 Nonprofit Net, Inc. JULIA CLAIRE CAMPBELL CONSULTING 978-578-1328 JULIACLAIRECAMPBELL@GMAIL.COM
SURVEY RESULTS  28 responses, 22 using social media  Facebook (by a landslide), Twitter, LinkedIn, Flickr, YouTube, MySpace, blogs  Enhance visibility; networking; marketing; inform the public; increase SEO; engage more constituents; raise funds; promote mission; reach wider audience; increase donors/members/ticket buyers; communication; to reach young people; connect with members/students; reach clients and referral sources  KEY:“To generate interaction and to build an online community”; “Grow, learn from and connect with our community”  Diverse organizations, diverse range of experiences
SOCIAL MEDIA – WHAT IS IT?  Any online technology or practice that people use to share (content, opinions, insights, experiences, perspe ctives and media).  REAL people, REAL interactions, in REAL time.
THE STATISTICS  Social networking sites are officially more popular than porn sites. (TIME)  Facebook Stats:  More than 500 million active users  50% of active users log on to Facebook in any given day  Average user has 130 friends  People spend over 700 billion minutes per month on Facebook  Twitter Stats:  370,000 new sign-ups daily  95,000,000 Tweets per day  175,000,000 registered users  LinkedIn stats:  Over 80 million members and growing rapidly.  More than 80% have a bachelor or graduate degree.  More than 20% are senior level executives and managers, while 60% are decision makers in their companies/organizations.
WHAT TO DO WITH IT?  LISTEN – Immerse yourself!  Participate – Dialogue, not monologue  Relinquish control (sort of)  What is your goal?  Inspire, enable, influence, engage Give people something to talk about!
OR NOT…  Oops…
EMBRACE AND LEARN FROM MISTAKES  Red Cross response:  #gettngslizzerd was a topic trend
AND MAYBE EARN MONEY ALONG THE WAY!  Dogfish Head Brewery response:  The Red Cross set up a designated page in connection with Dogfish encouraging people to donate a pint and use the hashtag to spread the word.
WHICH BRINGS ME TO:  SOCIAL MEDIA POLICY. MAKE ONE. NOW.  Go to http://socialmedia.policytool.net/  Read the EDR Sample  Read “Tweet Freely” article  Red Cross has 2 policies  One encourages and guides employees on how best to manage social media accounts.  The other lays out clearly what is not acceptable behavior on social media.
BETHKANTER.ORG  “Social media policy needs to be a living document. It isn’t a bunch of boilerplate written by a lawyer that sits in a drawer. Training and education must accompany the policy – and of course there must be a culture of learning, not blame.”  BethKanter, The Networked Nonprofit, www.bethkanter.org
WHO MANAGES YOUR SOCIAL MEDIA?  Right person or persons is KEY!  Community building is an ART.  Trial and error  Authentic and friendly  Accessible and responsive  Aim for at least two Comments or Likes per Status Update per 1,000 fans
FACEBOOK  How to use Facebook as your Page and not your personal Profile  Add your Cause to your Page  Create custom landing page:  www.facebook.com/BeverlyHospital  www.facebook.com/NPOFBG  www.facebook.com/socialmedia4nonprofits  Aggregate your blog posts on your Page via Facebook Notes  Post Events and Update Fans  Start Discussions and respond  View Facebook Insights  EXPLORE!
FACEBOOK  How can you promote your Page?  Email newsletter, brochure, printed materials, email sigs  Add a Like box to your website  Admin panel, Marketing, Tell your “Fans” (Outlook, Constant Contact, .csv file)  Try using Facebook ads (per click) “Let’s stop breast cancer!” “Help Support Japan”  Get email alerts so you can respond quickly  What applications can you use to customize your page? Literally thousands!  http://appbistro.com  http://www.involver.com/applications/
TWITTER  Create a custom Twitter background; square avatar  Twitter lists – staff, partners, supporters, volunteers, etc. to collate and find tweets and info  Monitor certain hashtags to find new followers and to follow new people  #CharityTuesday #FollowFriday #giving #nonprofits #philanthropy  TweetChat – example #NPCons  Hootsuite to organize and schedule Tweets, updates, etc.  My suggestion: Don't sync Twitter with LinkedIn and Facebook!  Reply, retweet, join discussions, promptly address Mentions
TWITTER  Follow everyone who follows you.  Use “Favorites” to organize the chaos and to build partnerships  Do not use auto-responders to send direct messages  Limit Tweets to 5 per day, no more than 6  Poll your followers – Twtpoll.com  Tweet powerful stats  Example - @gorilladoctors Only 740 mountain gorillas remain on Planet Earth. Sad, but true and definitely ReTweet worthy to animal lovers and activists.  Claim your organization’s Give a Tweet profile (GiveaTweet.com)  Go easy on the public “Thanks for the RTs!” – use #ThankfulThursday or #FollowFriday instead; message people directly
BIT.LY  Link shrinker so you can fit your link into character limits  Create an account  Every website you shorten and share can be tracked – click throughs  You can track ROI, find out what your followers want to read and are not reading
LINKEDIN  Find experts  Connect, recruit volunteers  Connect with donors  Find/create your Company page  Add a Company from Company Pages Home  Personal Profile>Work Experience, page icon  Cannot use Gmail, Yahoo!, Hotmail to create page – must use work email
LINKEDIN  Example: The Taproot Foundation http://linkd.in/ebsKu2  You MUST:  Moderate “Discussions” and “Promotions” – beware of SPAMMERS  Use the “Group Rules” function  Use the “Templates” function  Suggestion: Join lots of Groups and Follow other Companies/Nonprofits
FLICKR  Apply for a Nonprofit Pro Account  Flickr for Good - http://www.flickr.com/good  Submit your photos to relevant Flickr groups  Hold a contest involving supporter photos (March of Dimes: Be a Coin Star)  Create a Flickr group that supports your mission  Public or private  Click on the “Groups” link
YOUTUBE  Use the YouTube Nonprofit Program to raise money or for advocacy  Increased uploading capacity  Drive fundraising through a Google Checkout "Donate" button  Listing on the Nonprofit channels and the Nonprofit videos pages  Ability to add a Call-to-action overlay on your videos to drive campaigns (pop up footer banner 10 seconds into the video and 10 seconds from the end of the video)  Get tips including a Nonprofit Tipsheet, how to run video campaigns, get advice about making and editing videos (without a lot of staff or money)
YOUTUBE  TIPS – FUNNY or COMPELLING  The Bay vs. The Bag  http://www.youtube.com/watch?v=jSD21zp89 zM  OLPC Thank You Video  http://www.youtube.com/watch?v=KtZLbTR2 9WM  My Take On Peace video contest  http://www.youtube.com/watch?v=- UUx10KOWIE
SOCIAL MEDIA “TO DO LIST” FOR YOUR WEBSITE  Have a Facebook “Like” button  All social media logos above the fold and easy to find  Use a “Share This” widget on blog posts, archived newsletters, media page, etc.  Display RSS feeds from a blog or Twitter account on your website
JUST THE TIP OF THE ICEBERG…  Foursquare and Facebook Places  Jumo.com  Change.org  StumbleUpon, Digg, Delicious – submit key blog posts and articles  Groupon  Percentage of memberships  Tickets to museums  Tickets to events
IDEAS FOR CONTENT  Google Alerts  The New York Times alerts  Monitor other blogs  Success stories and quotes  Reached a goal  Want input on an issue  Events, fundraisers, celebrations, birthdays  New email newsletter  Tie current events to your cause and your issue  Read everything and follow everyone! Figure out what’s working for other orgs and adapt it!
SOCIAL MEDIA RELEASE (SMR)  Focus is on:  Sharing options  Bulleted news  Wording for social media (140 characters for Twitter; 420 for Facebook status updates)  Multimedia elements  Lots of links  Templates can be found online  http://www.pitchengine.com/  Example: http://www.pitchengine.com/pitch/129339/
OTHER RESOURCES  Google for nonprofits - http://www.google.com/nonprofits/  Twittertipscentral.com  Klout.com  Hootsuite.com – Hootsuite University  http://socialmediagovernance.com/  http://www.thesocialworkplace.com/  http://www.bethkanter.org/  http://www.facebook.com/socialmedia4nonprofit s
QUESTIONS, COMMENTS, FEEDBACK?  Email: juliaclairecampbell@gmail.com  Cell: 978-578-1328  Facebook: www.facebook.com/JuliaClaireCampbellMPA  Twitter: @skullsflying  LinkedIn: www.linkedin.com/in/JuliaCampbell

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I\'m on Facebook - Now What?

  • 1. I’m On Facebook… So Now What?? March 16, 2011 Nonprofit Net, Inc. JULIA CLAIRE CAMPBELL CONSULTING 978-578-1328 JULIACLAIRECAMPBELL@GMAIL.COM
  • 2. SURVEY RESULTS  28 responses, 22 using social media  Facebook (by a landslide), Twitter, LinkedIn, Flickr, YouTube, MySpace, blogs  Enhance visibility; networking; marketing; inform the public; increase SEO; engage more constituents; raise funds; promote mission; reach wider audience; increase donors/members/ticket buyers; communication; to reach young people; connect with members/students; reach clients and referral sources  KEY:“To generate interaction and to build an online community”; “Grow, learn from and connect with our community”  Diverse organizations, diverse range of experiences
  • 3. SOCIAL MEDIA – WHAT IS IT?  Any online technology or practice that people use to share (content, opinions, insights, experiences, perspe ctives and media).  REAL people, REAL interactions, in REAL time.
  • 4. THE STATISTICS  Social networking sites are officially more popular than porn sites. (TIME)  Facebook Stats:  More than 500 million active users  50% of active users log on to Facebook in any given day  Average user has 130 friends  People spend over 700 billion minutes per month on Facebook  Twitter Stats:  370,000 new sign-ups daily  95,000,000 Tweets per day  175,000,000 registered users  LinkedIn stats:  Over 80 million members and growing rapidly.  More than 80% have a bachelor or graduate degree.  More than 20% are senior level executives and managers, while 60% are decision makers in their companies/organizations.
  • 5. WHAT TO DO WITH IT?  LISTEN – Immerse yourself!  Participate – Dialogue, not monologue  Relinquish control (sort of)  What is your goal?  Inspire, enable, influence, engage Give people something to talk about!
  • 6. OR NOT…  Oops…
  • 7. EMBRACE AND LEARN FROM MISTAKES  Red Cross response:  #gettngslizzerd was a topic trend
  • 8. AND MAYBE EARN MONEY ALONG THE WAY!  Dogfish Head Brewery response:  The Red Cross set up a designated page in connection with Dogfish encouraging people to donate a pint and use the hashtag to spread the word.
  • 9. WHICH BRINGS ME TO:  SOCIAL MEDIA POLICY. MAKE ONE. NOW.  Go to http://socialmedia.policytool.net/  Read the EDR Sample  Read “Tweet Freely” article  Red Cross has 2 policies  One encourages and guides employees on how best to manage social media accounts.  The other lays out clearly what is not acceptable behavior on social media.
  • 10. BETHKANTER.ORG  “Social media policy needs to be a living document. It isn’t a bunch of boilerplate written by a lawyer that sits in a drawer. Training and education must accompany the policy – and of course there must be a culture of learning, not blame.”  BethKanter, The Networked Nonprofit, www.bethkanter.org
  • 11. WHO MANAGES YOUR SOCIAL MEDIA?  Right person or persons is KEY!  Community building is an ART.  Trial and error  Authentic and friendly  Accessible and responsive  Aim for at least two Comments or Likes per Status Update per 1,000 fans
  • 12. FACEBOOK  How to use Facebook as your Page and not your personal Profile  Add your Cause to your Page  Create custom landing page:  www.facebook.com/BeverlyHospital  www.facebook.com/NPOFBG  www.facebook.com/socialmedia4nonprofits  Aggregate your blog posts on your Page via Facebook Notes  Post Events and Update Fans  Start Discussions and respond  View Facebook Insights  EXPLORE!
  • 13. FACEBOOK  How can you promote your Page?  Email newsletter, brochure, printed materials, email sigs  Add a Like box to your website  Admin panel, Marketing, Tell your “Fans” (Outlook, Constant Contact, .csv file)  Try using Facebook ads (per click) “Let’s stop breast cancer!” “Help Support Japan”  Get email alerts so you can respond quickly  What applications can you use to customize your page? Literally thousands!  http://appbistro.com  http://www.involver.com/applications/
  • 14. TWITTER  Create a custom Twitter background; square avatar  Twitter lists – staff, partners, supporters, volunteers, etc. to collate and find tweets and info  Monitor certain hashtags to find new followers and to follow new people  #CharityTuesday #FollowFriday #giving #nonprofits #philanthropy  TweetChat – example #NPCons  Hootsuite to organize and schedule Tweets, updates, etc.  My suggestion: Don't sync Twitter with LinkedIn and Facebook!  Reply, retweet, join discussions, promptly address Mentions
  • 15. TWITTER  Follow everyone who follows you.  Use “Favorites” to organize the chaos and to build partnerships  Do not use auto-responders to send direct messages  Limit Tweets to 5 per day, no more than 6  Poll your followers – Twtpoll.com  Tweet powerful stats  Example - @gorilladoctors Only 740 mountain gorillas remain on Planet Earth. Sad, but true and definitely ReTweet worthy to animal lovers and activists.  Claim your organization’s Give a Tweet profile (GiveaTweet.com)  Go easy on the public “Thanks for the RTs!” – use #ThankfulThursday or #FollowFriday instead; message people directly
  • 16. BIT.LY  Link shrinker so you can fit your link into character limits  Create an account  Every website you shorten and share can be tracked – click throughs  You can track ROI, find out what your followers want to read and are not reading
  • 17. LINKEDIN  Find experts  Connect, recruit volunteers  Connect with donors  Find/create your Company page  Add a Company from Company Pages Home  Personal Profile>Work Experience, page icon  Cannot use Gmail, Yahoo!, Hotmail to create page – must use work email
  • 18. LINKEDIN  Example: The Taproot Foundation http://linkd.in/ebsKu2  You MUST:  Moderate “Discussions” and “Promotions” – beware of SPAMMERS  Use the “Group Rules” function  Use the “Templates” function  Suggestion: Join lots of Groups and Follow other Companies/Nonprofits
  • 19. FLICKR  Apply for a Nonprofit Pro Account  Flickr for Good - http://www.flickr.com/good  Submit your photos to relevant Flickr groups  Hold a contest involving supporter photos (March of Dimes: Be a Coin Star)  Create a Flickr group that supports your mission  Public or private  Click on the “Groups” link
  • 20. YOUTUBE  Use the YouTube Nonprofit Program to raise money or for advocacy  Increased uploading capacity  Drive fundraising through a Google Checkout "Donate" button  Listing on the Nonprofit channels and the Nonprofit videos pages  Ability to add a Call-to-action overlay on your videos to drive campaigns (pop up footer banner 10 seconds into the video and 10 seconds from the end of the video)  Get tips including a Nonprofit Tipsheet, how to run video campaigns, get advice about making and editing videos (without a lot of staff or money)
  • 21. YOUTUBE  TIPS – FUNNY or COMPELLING  The Bay vs. The Bag  http://www.youtube.com/watch?v=jSD21zp89 zM  OLPC Thank You Video  http://www.youtube.com/watch?v=KtZLbTR2 9WM  My Take On Peace video contest  http://www.youtube.com/watch?v=- UUx10KOWIE
  • 22. SOCIAL MEDIA “TO DO LIST” FOR YOUR WEBSITE  Have a Facebook “Like” button  All social media logos above the fold and easy to find  Use a “Share This” widget on blog posts, archived newsletters, media page, etc.  Display RSS feeds from a blog or Twitter account on your website
  • 23. JUST THE TIP OF THE ICEBERG…  Foursquare and Facebook Places  Jumo.com  Change.org  StumbleUpon, Digg, Delicious – submit key blog posts and articles  Groupon  Percentage of memberships  Tickets to museums  Tickets to events
  • 24. IDEAS FOR CONTENT  Google Alerts  The New York Times alerts  Monitor other blogs  Success stories and quotes  Reached a goal  Want input on an issue  Events, fundraisers, celebrations, birthdays  New email newsletter  Tie current events to your cause and your issue  Read everything and follow everyone! Figure out what’s working for other orgs and adapt it!
  • 25. SOCIAL MEDIA RELEASE (SMR)  Focus is on:  Sharing options  Bulleted news  Wording for social media (140 characters for Twitter; 420 for Facebook status updates)  Multimedia elements  Lots of links  Templates can be found online  http://www.pitchengine.com/  Example: http://www.pitchengine.com/pitch/129339/
  • 26. OTHER RESOURCES  Google for nonprofits - http://www.google.com/nonprofits/  Twittertipscentral.com  Klout.com  Hootsuite.com – Hootsuite University  http://socialmediagovernance.com/  http://www.thesocialworkplace.com/  http://www.bethkanter.org/  http://www.facebook.com/socialmedia4nonprofit s
  • 27. QUESTIONS, COMMENTS, FEEDBACK?  Email: juliaclairecampbell@gmail.com  Cell: 978-578-1328  Facebook: www.facebook.com/JuliaClaireCampbellMPA  Twitter: @skullsflying  LinkedIn: www.linkedin.com/in/JuliaCampbell