My presentation to the North Shore Community College class, Social Media for Nonprofits - everything nonprofits need to know about the new Facebook Pages and changes and Twitter.

1. CSP002–ACN 17510
Social Media Marketing for Nonprofits
March 7, 2012
North Shore Community College
JULIA CAMPBELL, MPA
978-578-1328
JCAMPBEL04@NORTHSHORE.EDU

2. MANDATORY READING
 Information in this session is adapted from:
 Social Media for Social Good
 Socialbrite.org
 Mashable.com

3. DECIDING WHAT TOOLS TO USE
 Which social networking sites should we be
on? It depends.
 Hard truth: You get out of social media what
you put into it.

4. DECIDING WHAT TOOLS TO USE
 The actual work of social media:
1. Researching and creating content.
2. Engaging and participating in your
nonprofit’s online communities.
3. Monitoring and reporting ROI, making the
necessary adjustments.

5. DECIDING WHAT TOOLS TO USE
 This work can also include:
1. Website maintenance and updates
2. E-newsletter publication
3. Donate Now campaign management
4. E-advocacy campaign management
5. Training staff members and volunteers

6. CRISIS MANAGEMENT!
 An actual tweet accidentally sent via @RedCross:

7.  Red Cross response:
 #gettngslizzerd was a Trending Topic (meaning it
was popular on Twitter)

8.  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. DECIDING WHAT TOOLS TO USE
 Facebook and Twitter
 What is a post and what is a
tweet?
 A walk through of setting
up your nonprofit on
these sites
 How are nonprofits using them?
 Examples of effective nonprofit profiles
 Using these sites for fundraising and engaging
supporters/volunteers

10. FACEBOOK
• Why use Facebook as a Page, not a Profile?
• People may not want to “Friend” you
• Profiles can’t use many applications (like
Causes)
• Against Facebook terms
• Profiles limited to 5,000 friends
• Limits SEO
• No customized Welcome/Landing tabs
• No Insights section
• No Facebook “Like” box on your website

11. FACEBOOK
• Facebook Pages will all convert to Timeline format on
March 30, 2012
• MANY changes!
• Timeline: Milestones – exciting feature!
• www.facebook.com/livestrong
• www.facebook.com/cocacola
• When you were founded, staff changes, moved to a
new location, capital campaign, milestone in # served
• Can Pin one post for 7 days (just images, not events)
• “Star” a post/Highlight
• Use high image photos for Highlighted posts
• www.facebook.com/manchesterunited

12. FACEBOOK
• Facebook Pages will all convert to Timeline
format on March 30, 2012
• Private Messages for Pages
• Respond privately to page comments and posts!
• You can’t message someone first from the Page.
• No more default custom tab – the default is now the
Wall
• No more “fan-gating”
• https://www.facebook.com/page_guidelines.php

13. FACEBOOK
• Facebook Pages will all convert to Timeline
format on March 30, 2012
• Reach Generator
• 75% versus 20%
• Premium Ads
• No longer a level playing field – unique,
compelling content no longer guarantees fan
engagement

14. FACEBOOK
• Facebook Pages will all convert to Timeline
format on March 30, 2012
• Manage
• Build Audience
• Help
• Hide
• Levels of Administrator
privilege (interns, staff,
volunteers)
• PATA

15. FACEBOOK
Cover image (850px by 315px)
Facebook says that cover images
cannot contain:
• Price or purchase information, such as “40%
off” or “Download it at our website”.
• Contact information, such as web address, email,
mailing address or other information intended for
your Page’s About section.
• References to user interface elements, such as
Like or Share, or any other Facebook site features
• Calls to action, such as “Get it now” or “Tell your
friends”.
•Source: www.nonprofitfacebookguy.com

16. FACEBOOK
• Setting up your Page
• www.facebook.com/pages
• You must have a personal Facebook Profile to
set up a Page, but you can hide it.
• + Create Page (button)
• Company, Organization or Institution
• Non-Profit Organization
• Company Name (complete name, not
acronym)

17. FACEBOOK BEST PRACTICES
• Using your Page
• Using Facebook in your
personal life is very different
than using it in your
professional life.
• Find your nonprofit’s
Facebook voice.
• 90% will come from the News
Feed, not the actual Page
(after they Like you).

18. FACEBOOK BEST PRACTICES
• Find out what content people are
engaging with
• Share lots of links
• Photos and videos
• Inspirational quotes
• Powerful statistics
• Post comments in response to
comments
• Ask questions
• Ask people to Like! (They don’t
have to to see your stuff)

19. FACEBOOK BEST PRACTICES
• Mix it up! Make a calendar.
• 80/20 rule
• Share breaking news related
to your organization’s mission
• Popular videos from YouTube
• Striking photos from Pinterest
and Flickr
• Don’t over-market!

20. FACEBOOK BEST PRACTICES
• No more than one status
update per day!
• Less is always more.
• Saturday and Sunday
• Do not sync with Twitter.
Please.
• Encourage activity on
your Page from
volunteers and staff

21. FACEBOOK BEST PRACTICES
• Like other Pages as your
Page
• Be mindful of
endorsements
• Featured Likes
• Karma!
• Tag other Pages when
you talk about them
• Share content from other
Pages

22. FACEBOOK BEST PRACTICES
• Add your Cause to your
page
• https://www.causes.com/
causes/569097-it-gets-
better-project

23. FACEBOOK BEST PRACTICES
• New stuff (article)
• http://www.nonprofitfacebookguy.com/
• How to videos and tutorials on all things
Facebook for nonprofits
• http://www.shortstack.com
• Customize your organization’s page

24. COMBAT FACEBOOK FATIGUE!
• Get creative, surprising,
shocking.
• Go off-topic.
• Get visual.
• Unique musings.
• Offer value that fans can
ONLY get on Facebook.
• No one said it would be
easy…

25. QUESTIONS ABOUT FACEBOOK?

26. TWITTER
• What is twitter?
• “Microblogging”
•140 characters
• Glossary of terms:
• Mention: “Thank you for
your donation @janesmith!”
•Retweet – Sharing a tweet from another user
• Message – DM
• Hashtag – Categories, Trending Topics
• #philanthropy
• #giving
• #boycottrush

27. TWITTER BEST PRACTICES
• Anatomy of a Tweet

28. TWITTER BEST PRACTICES
• Photo!!
• Bio!!
• Website! You have real estate – use it!
• Custom Twitter background
• Use Twitter lists to control the chaos (staff, volunteers,
social media, news)
• Monitor your @ mentions and DMs
• Monitor certain hashtags related to nonprofits and your
cause
• Join a TweetChat = npcons, nptalk

29. TWITTER BEST PRACTICES
• Follow everyone who follows you.
• Block and report spammers.
• “Favorite” tweets to organize the chaos and to build partnerships
• Limit Tweets to 5 per day, no more than 6
• 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 to ask a favor.
• ASK followers to RT! – It really works! “Please RT!”

30. TWITTER BEST PRACTICES
• How Nonprofits are using it:
• https://twitter.com/#!/christuttle/nonprofits
• Respond in real time to conversations
• Staff networking
• Events
• Timely advocacy campaigns
• Build good karma!

31. TWITTER BEST PRACTICES
• Resources
• Twitterfall.com – for TweetChats
• Hope140.org
• Twitter for Good (book)
• Buffer
• Hootsuite
• Bit.ly

32. WHAT HASN’T CHANGED
 From Likeable Media
(www.likeable.com)
 Listening
 Responsiveness/Accessibility
 Transparency
 Authenticity
 Find Your Voice
 NO LINE between customer service and
marketing (front line and fundraising)

33. QUESTIONS?