3. Look Before You Leap
Social media really is changing the world, and in
profound ways, but whether and how you participate
has to start with a clear theory of change, a sharp
understanding of who you need to engage and
communicate with, and an organization with a strong
enough “social culture” to actually make social
networking work. The Nimble Nonprofit
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4. WhO?
Who does your organization support?
Who are you trying to talk to?
Who are they talking to?
Who do they know?
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5. What?
What are you trying to accomplish?
What is your strategy?
What are your resources?
What support do you have within your
organization?
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6. Where?
Where do you start?
Where do you find your supporters?
Where can you make the most impact?
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7. WhY?
Why will they notice you?
Why do they support your organization?
Why will they talk about you?
Why will they take action on your behalf?
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8. When?
When will you get started?
When is the best time to reach your target
audience?
When will you stop--or will you?
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9. HOw?
How will you monitor your social media
initiatives?
How will you measure success?
How will you define a social media crisis?
How will you respond to a social media crisis?
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10. End Notes
You may find the following resources helpful:
The Nimble Nonprofit, Trey Beck and Jacob Smith
2012 Nonprofit Social Networking Benchmark Report
CommunityConnective.net
PamelaGrow.com
Socialfish.org
BethKanter.org
Social.Razoo.com
JohnHaydon.com
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11. Allen
Mireles
A marketing strategist with an affinity for technology, Allen Mireles lives at the intersection of
social media and traditional marketing and public relations.
Mireles is a member of the inaugural Dell Customer Advisory Panel and has been called “One
of the Top 25 Very Intelligent Businesswomen for Follow on Twitter” and one of the “20 Social
Media Divas You Should Be Following”.
Her professional background includes more than 25 years experience in marketing and public
relations including agency work in advertising and public relations, on-camera work in television
and on-air work in radio. She has also pent time in the trenches as a fundraiser and event
organizer for nonprofits.
Allen Mireles is a proficient trainer and public speaker and has spoken at numerous
conferences including the first Exploring Social Media Business Summit with Jason Falls, The
NW Ohio Prevention Conference, the Ohio Trucking Association’s Annual Conference, Social
Media Breakfast Toledo, PRSA, PRSSA, University of Toledo, Bowling Green State University
and Lourdes College.
Mireles combines her years of experience developing marketing and PR strategies with
creativity, practicality and in-depth understanding of social media, to deliver comprehensive
solutions for her clients.
Allen Mireles blogs at http://allenmireles.com/blog and can be found on Twitter.com/
allenmireles, Linkedin.com/in/allenmireles and Facebook.com/allenmireles.
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