How do I use social media to promote my nonprofit or cause? We cover the basics of how social media can help further your cause, social strategy, and best practices for getting started with Facebook and Twitter. This presentation was given for students working with Houston's Hashoo Foundation.
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Social Media for Causes - Presentation to the Hashoo Foundation
1. SOCIAL MEDIA FOR
CAUSES!
Hashoo Foundation | Caitlin Kaluza | @qcait
Schipul The Web Marketing Company
Photo: flickr.com/photos/wolfraven/1334244592
2.
3. 1. Social Media for Organizations
2. Strategy First
3. Social Media Event Coverage
4. Facebook Best Practices
5. Twitter Best Practices
LET’S TALK...
Photo Credit: flickr.com/photos/duncanh1/9047426263/
25. Create Shareable Content
•Show who benefits and
the impact
•Showcase your people -
staff & volunteers
•Cover Events
•Stats & Education
•Think Real Time
•Say “THANK YOU!”
26. Think Shareable
•Top 10 Ways to...
•Hot Topics/In the News
•Infographics
•How to/FAQs
•Tag People
•Local Content
29. • Share the hashtag
• Sense of urgency!
• Assign duties ahead of time
• Turn announcements into news
BEFORE THE EVENT
30.
31. • Use the hashtag
• Monitor what others are saying
• Take photos
• Get things up in real time
DURING THE EVENT
32. • Say thank you: video, photos, hand written cards, etc.
• Tip: Plan your thank you strategy ahead
• Post photos and start getting excited about next year!
• Show people the impact they’ve made
AFTER THE EVENT
34. OVERVIEW
• 1.11B MAU
• Accounts for 90% of time spent social networking
Components
• Page v. Profile
• Newsfeed is main form of content consumption
• Promotes engagement via Likes, Comments,
Hashtags and Shares
• Promotes Sponsored Stories, Boosted Posts
and Ads
37. FACEBOOK: PAGE
•Users are 40-150 times more likely to
consume your content on their
newsfeed than from your page.
•40% of Facebook time is spent on
Newsfeed compared to 12% on
Pages.
•Edgerank is the algorithm that
determines what gets shown in a
user’s newsfeed
38. EDGERANK FACTORS
• Personal Interaction
• Your previous interactions with the author
• Your previous interactions with the post type
• Network Reaction
• Reaction from users who have seen the post
• Negative feedback
39.
40. CONTENT
STRATEGY
• Consider how you use
Facebook
• Use rich, engaging,
easy-to-consume
media
• It’s not all about you -
80/20 rule
41. RECOMMENDATIONS
• Create a Facebook Event (create it as the
“Hashoo Foundation” or “PISA” if possible)
• Fill out details like who you’re supporting, why,
ticket links, etc.
• Invite your friends individually
• Add posts leading up to the event like photos,
deadlines, how many tickets are left, how to
donate additionally to ticket prices, etc.
44. •About 200M users (Dec. 2012)
•Treats personal and brand profiles
the same
•Timeline is main form of content
consumption
•Promotes engagement via Mentions,
RTs and Hashtags
49. RECOMMENDATIONS
• Don’t feed content from Facebook, create
separate messages for Twitter
• Establish a hashtag and use it
• Post photos and news events related to your
cause
• Retweet others
• Create urgency with timely posts like “3 weeks
left!”