The document discusses the importance of creating a social media playbook for non-profit organizations. It provides tips for including essential elements like purpose and objectives, roles and responsibilities, social media channels, and guidelines for engaging on each channel. Examples are given for how to promote an upcoming conference using a playbook framework of planned tweets, posts, and interactions over time. The playbook helps non-profits effectively integrate and coordinate their social media efforts.

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SOCIAL MEDIA PLAYBOOKS
August 13, 2013

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WHAT IS A SOCIAL MEDIA PLAYBOOK?
Twitter
Pinterest
Faceboo
k
Google+
Blog

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WHY YOU NEED A SOCIAL MEDIA
PLAYBOOK
Photo Credit: mizzourah1992,
iPad Baby 2 Months Old
http://youtu.be/HYXQTTb2RvI

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WHY YOU NEED A SOCIAL MEDIA
PLAYBOOK
Source:
h*p://www.themillennialimpact.com/research-­‐2012

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YOUR SOCIAL MEDIA PLAYBOOK
Essential Elements
• Purpose and Objectives
• Roles and Responsibilities
• Social Media Channels
• How To Be Social
• Content and Engagement

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PURPOSE AND OBJECTIVES
Tips
• Determine your playbook’s
purpose - let your reader
know why it’s important.
• Communicate what you hope
to achieve, identify your
objectives.

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ROLES AND RESPONSIBILITIES
Tips
• Listen first, then decide
who to invite.
• Ask employees, board
members or loyal
volunteers to be a part
of your social efforts.
• Set expectations.
•

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CHANNELS AND HOW TO BE SOCIAL
Tips
• Identify the social media
channels you will use.
• Provide suggested content
for sharing.
• Tell them how to “share” and
communicate on behalf of
your cause.

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HOW TO BE SOCIAL
Listen: Follow and listen to your “audience” donors, volunteers, funders, and other stakeholders. Use
RSS feeds, Google alerts and tools like Hootsuite or Sprout Social.
Share: Links to content on your blog /website . You always want to drive traffic back to your website.
Pictures of your clients, who or what you help, the events you host, your volunteers, sponsors,
inspirational quotes, “advocacy” statistics, infograpahics, headlines, any news, volunteers etc… in real
time.
Engage: Make comments, respond to mentions of @yourhandle. Ask questions. Help others connect
online. “DM you should follow …”
Acknowledge: Publicly recognize, give thanks, call out fans, followers, etc.
Create: The fuel that powers social media is content! Commit to creating content – your own photos, blog
posts, tweets etc.
Promote: Any actions that drive to your website, blog or related content.

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EXAMPLE: CONFERENCE PLAYBOOK
Actions Timing & Content
Promote & Share event
w/ your network.
“Excited to hear @kanter @evanasmith at TX #Nonprofit Summit Sept 8-9!
Engage & Acknowledge “@GreenlightsATX @onestarfdn Great happy hour last night @MeetAtTexas Gabriel's
Cafe #Nonprofit”
Share sessions and
content, for example
>>>>
1st Tweet – id where you are, what session you are in. “In Donor Loyalty w/
@bridgetbrandt 1) loyalty key to successful fundraising #TXNS”
2nd Tweet - “2) loyalty evolves through relationships …#TXNS. ”
3rd Tweet - “3) remember to say thank you … …#TXNS. “
Share relevant news “#nonprofits avoid the lunch crowd, great dining options outside of conf center #TXNS”
Engage conference
attendees
@rosettathurman no cupcakes @GreenlightsATX Summit booth this time, we will have
cake pops. Please stop by. Good blog post today ^PT
One week and counting - getting ready for TX Nonprofit Summit: register here if you
haven't already: http://ow.ly/6hUne #TXNS

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EXAMPLE: CONFERENCE PLAYBOOK

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SOCIAL MEDIA FRAMEWORK
6:1 Blog FB Twitter LinkedIn G+ Pinterest You Tube
Listen Daily Daily Daily Daily 2/week 2/week Daily
Share 3/week 1-2/day 2/month
Engage 3/week 1-2/day 1/week 1/ week 1/week
Acknowledge 3-5/week 1-2/week
Promote 2/week 3/week 1/month 1/ week 1/week
Create 3/week 1 - 2/day 4-6/day 2/week 2/month 1/month
Measure Monthly Monthly Monthly Monthly Monthly Monthly Monthly
Timing?

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Social Media
Integration
Donate Button
Join Our Mailing List
Visual Content

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GET ORGANIZED

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GET ORGANIZED
Tips
• Take advantage
of key dates.
• Coordinate with
others– create
and integrate your
calendar.
• Avoid spamming
your supporters
and donors.

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…
BRINGING IT ALL
TOGETHER

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GO TO THE CROWD
Tips
• Create a sense of
urgency 30 days not 365
for your campaign.
• Be visual, make it
personal – tell why.
• Don’t start at $0
• If you exceed, up your
goal.
http://kck.st/YTGOD8

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GO TO THE CROWD

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RESULTS

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REFERENCES &
LINKS

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REFERENCES
Social Media Playbook References
• How to Create Your Own Social Media Playbook, ReadWriteWeb
• Eloqua Social Media Playbook
Social Media Guidelines
• American Red Cross Social Media Handbook
• National Public Radio (NPR) Ethics Handbook - Social Media
• The University of Texas at Austin, Social Media Guidelines
• Texas Medical Association (TMA) Resource Center Social Media