The document discusses how nonprofits can empower staff to act as spokespeople for the organization through social media. It explains how social media has changed expectations about who can represent an organization publicly. The document provides tips for nonprofits to train staff on branding, create social media guidelines, teach privacy settings, identify internal champions, and establish processes for negative comments. The goal is for every staff member to feel empowered to act as a brand ambassador through their own social media activities and conversations.

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How to Empower
Staff to be the Voice
for the Organization
through Social Media
Danielle Brigida | National Wildlife Federation
Farra Trompeter | Big Duck
AMA Nonprofit Marketing Conference
July 17, 2013

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@farra | @bigduck
@starfocus | @NWF

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What we’ll discuss
• The evolving definition of ‘spokesperson’
• How social media has changed the game
• Ways to empower your staff
• Resources

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Who speaks for
your nonprofit?

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When the media calls?
Image © channel17.org

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When the board has
a question?
Image © connectioncafe.com

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When a donor sends
a note?
Image © uwaystan.org

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When a celebrity wants
to interview you?Image © usmagazine.com

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When an advocate wants
to do more?

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When a candidate applies
for a job?
Image © chooseust.org

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When a crisis happens?
Image © NWF/publicnewsservice.org

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Your ideal spokesperson…
• Is passionate about your mission
• Understands what you do
• Trusted to speak without a lot of approval
• Will be respected and can stay calm
• Speaks clearly and simply
• Is generally available
http://www.ereleases.com/prfuel/choosing-a-press-spokesperson-for-your-nonprofit-organization/

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How has social media
changed the game?

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Then vs. Now

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http://www.conversationprism.com

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Every staff person is a
brand ambassador

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Ways to empower
your staff

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Train staff about your brand
http://fightcolorectalcancer.org/

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Create social media guidelines
http://www.slideshare.net/tammygordon/aarp-social-guidelines2010

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Create social media guidelines
hhttp://www.slideshare.net/tammygordon/aarp-social-guidelines2010

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Teach privacy settings
https://www.facebook.com/help/459934584025324/

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Find & encourage your internal
‘social media evangelists’.
http://socialmediatoday.com/jasonmillerca/281057/empower-employees-brand-champions-social-media
Send a survey to staff.
• Do you have a Twitter account and/or
Facebook profile?
• What blogs do you read and comment on
regularly?
• Are you engaging in LinkedIn group
discussions?
• Do you like to share images on Pinterest
or Instagram?

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Use tools to share, collaborate.
http://yammer.com

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Have a point person, process for
negative comments.
http://group.tnt.com/Images/20100901_TNT_Social_Media_Guidelines-English_tcm177-523534.pdf

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Recruit by sharing your culture

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Exhale. Mistakes will happen.
http://mashable.com/2011/02/16/red-cross-tweet/

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Resources

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Helpful articles
• Social Media for Nonprofit CEOs—How one Executive
Director manages it
http://www.bigducknyc.com/
social_media_for_nonprofit_ceos_how_one_executive_direct
or_manages_it
• Empower Employees as Brand Champions in Social
Media
http://socialmediatoday.com/jasonmillerca/281057/empower-
employees-brand-champions-social-media
• Employment Branding: The NPR Case
http://www.nonprofithr.com/employment-branding/

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Contact Danielle
brigidad@nwf.org
twitter.com/starfocus
linkedin.com/in/daniellebrigida
slideshare.net/starfocus

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Connect with NWF
nwf.org
blog.nwf.org
facebook.com/NationalWildlife
twitter.com/NWF

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Contact Farra
farra@bigducknyc.com
twitter.com/farra
linkedin.com/in/farra
slideshare.net/farra

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Connect with Big Duck
bigducknyc.com
bigducknyc.com/blog
facebook.com/bigduck
twitter.com/bigduck

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