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

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