SMTULSA Conference Presentation: Social Media For Non Profits by @GoFiliberto

Social Media Tips for
Nonprofits Rock Stars
Presented by
Filiberto Gonzalez
@gofiliberto

About the Presenter
• BA from California State Northridge (CSUN)
• Master of Social Work from University of
Southern California
• Named one of the 39 Inspiring Men by
The Huffington Post in Sept. 2011
• Attended LinkedIn Town Hall with POTUS
Obama, repping social good & small business
• Became social media trainer at Center for
Nonprofit Management in 2011
• Founder & CEO, Social | Impact Consulting, LLC
@gofiliberto
fxg@soc-impact.com

Topics of Discussion
• Social Media: What Is This, Anyway?
• You’re Doing It Wrong: What You’ll Need to
Get Started
• The Voice: How-to Cultivate One Voice Across
Platforms
• Search. Engage. Mobilize.

Topics of Discussion
• How to use (mostly) free tools to engage your
target audience through social media.
• I’ll present a total of 83 slides…
• 75 slides are on social media tips for
nonprofits.
• One this is for sure…100% of them will be fun!

Before we get started, let’s
answer a question I get often…

• Q: Why does my group need to build
followers on social media?
• A: Three Reasons
– The larger your following, the larger your reach.
– There will come the day you’ll need to mobilize
them (just ask Planned Parenthood).
– Each tweet/FB status update paves the way to
the ‘ask.’

What Is Social Media, Anyway??

Source:
http://www.youtube.com/user/GaryVaynerchuk

What Is Social Media?
• Gary Vaynerchuk is right: there’s no such
thing as social media.

• “Social Media” is simply the term we use
today for the Internet as we now know it.

• “Social Media” is simply the term we use
today for the Internet as we now know it.
• Social media will grow in direct proportion to
the increasing role that ‘social’ and digital
tools play in our every day lives.

• The more people use social media…What for it…

• The easier it becomes for nonprofits to find very
specific target audiences, engage them, and
make more effective calls to action based on
that exact match.

• The easier it becomes for nonprofits to find very
specific target audiences, engage them, and
make more effective calls to action based on
that exact match.
• Bottom line: social media goes a long way
toward finding the needle in a haystack.

Social Media Tips for Nonprofits
• Group Exercise
– Answer the following questions individually:
– Who is your organization’s target audience?
– How is this determined?
– Take 1-2 minutes to answer.
– Audience members will be chosen randomly to
answer.

• Your organization needs to identify its target
audience(s) before it decides what it will say…

• Your target audiences will include those
nearest you (e.g. employees, members, board
of directors), and thanks to social media…

• Your target audiences will include those
nearest you (e.g. employees, members, board
of directors), and thanks to social media…
• You’ll have to ask who and also where?

Percent of Internet Users Who
Used Social Media in 2012
Source:
http://s-im.us/PewSM2012
• Gender:
– Women 71%
– Men 62%
• Ethnicity:
– Latino 72%
– Black 68%
– White 65%

Source:
• Age:
– 18 -- 29 83%
– 30 -- 49 77%
– 50 -- 64 52%
– 65+ 32%

Source:
• Education:
– Less than HS 66%
– Some College 69%
– College 65%
• Urbanity:
– Urban 70%
– Suburban 67%
– Rural 61%

Source:
• Income:
– Less than $30K 72%
– $30K -- $50K 65%
– $50K -- $75K 66%
– $75K+ 66%

State of Social Media in 2012
Source: http://s-im.us/PewSM2012

Before you get started…Here’s what you’ll need
• Update nonprofit’s profile on GuideStar
• Google for Nonprofits – Apply online for free
premium Google products
• Outfit everything with social media icons
• Develop social media policy

Source:
http://www.cocosouthla.org/

• Social Media Policy for Nonprofits
– Creates guidelines on use of social media.
– Have executive director and/or board of
directors review and approve social media
policy.
– Examples:
1. http://www.slideshare.net/PingElizabeth/american-red-cross-social-media-guidelines
2. http://www.slideshare.net/wharman/social-media-handbook-for-red-cross-field-units
3. http://beth.typepad.com/beths_blog/2009/04/social-media-in-the-nonprofit-workplace-does-
your-organization-need-a-policy.html

Source:
http://pinterest.com/pin/82542605640936989/

Develop Your Online ‘Voice’
• Think of social media not as something
completely new, but instead, an expansion of
your existing communications strategy.
• Metaphor: social media is an additional arrow
in your quiver.
• You know the “what,” but “how” do you do it?

• Best Practices
– Remember the words of Socrates when
developing your online voice: "Know Thyself."
– Be genuine: People know the difference
between a bot and an authentic voice.
– Online voice must be consist across online-
offline platforms.

• Group Exercise
– Group up with 3-4 people closest to you.
– Question: What do your organization write
about on social media?
– Take 2-3 minutes as a group to answer.
– Afterward, raise your hand if your group has a
really good answer.

3 social media subjects your organization
should write about across platforms:
1. Events and news about your organization that’s
relevant to your target audience(s).

2. News or reports relevant to your community.

2. News or reports relevant to your community.
3. Photos about your organization that helps
humanize your group…If that doesn’t work, try
an Ecard or another popular meme!

• Twitter
– While it is not OK to post several times a day on
Facebook, its encouraged on Twitter.
– Since you’re writing on behalf of your org, avoid
“I” or “my” tweets.
– Look for followers by poaching from similar lists –
then don’t be afraid to start conversation.
– As best possible, reply to all tweets.

Source: http://s-im.us/TwitStrategy2013

Source: http://s-im.us/TwitStrategy2013
Use adverbs to
increase Click Thru
Rates (CTRs):
•Really
•Beautifully
•Increasingly
•Endlessly
•Ridiculously
•Hopelessly
•Swiftly
•Sadly

Source:
https://twitter.com/NWF

Source:
https://twitter.com/charitywater

News Story on Internet Analyst Mary Meeker:
http://onforb.es/P8jwlE

• The Perfect Facebook Post
– Always add external link to posts – preferably to
your own website, a photo or video.
– Use “hyperlinks” that may place your post on
another Facebook Page.
– Remember: photos are the junk food & currency
of Facebook!
– Posts at least once a day, heck 2x day!

Source:
https://www.facebook.com/about/newsfeed

• Red arrow points to the Status Update box on
your Facebook Page.

• Use “@” symbol to create a Facebook hyperlink.
• Box will automatically populate with possible options.
• Facebook hyperlink will help increase visibility of post.

Source:
https://www.facebook.com/FeedingAmerica

Source:
https://www.facebook.com/amnestyglobal

• Relatively short Facebook Post
• Starts with household name
• Includes two Facebook hyerlinks

• Even shorter Facebook Post
• Very definitive state = click-bait
• Ridiculously high interaction rate for noncommercial Page

Source:
https://www.facebook.com/first5california

• We now know are target audiences…
• We now know how to engage them...
• How will you find them? How will they find you?
• Most importantly…
• What do you want from them?

• On your Facebook Page Admin Panel, click “Build
Audience,” choose ‘Invite Email Contacts’ to make sure
those who are already supporters like you on Facebook.

•What is AdWords for Nonprofits?
– While businesses must pay for their ads, nonprofits receive a
daily credit equal to $330USD per day and a total value of
$10,000USD per month.
– Nonprofits are limited to a $2 USD cost-per-click (CPC).
– Nonprofits may only run keyword-targeted campaigns.
– Nonprofits are limited to text ads on Google.com.
– Use it or lose it: Grant is active as long as the nonprofit
remains actively engaged with their account.
Learn More:
http://www.google.com/grants/details.html

Source: https://twitter.com/Soc_Impact

Don’t Play Hide & Go Seek
• Social Gold: Email.
– Use your email marketing platform to measure for
interest based on gender, ethnicity, and region.
– Make obtaining email addresses easy with highly visible
buttons on your site’s landing page.
– Seth Godin: Permission is the future. In terms of social
currency, email is the new gold. Hear it for yourself…

Source:
http://youtu.be/sk75Y8fflAc

• Social Tools
– Make your social icons easy to find on your
website, email template, and your social sites.
– Use social plugins (e.g. Facebook Plugin, AddThis,
Twitter Widget) to promote your social accounts
and make sharing of your content easier.
– Because of their extraordinary ability to produce
CTRs, social plugins are considered the currency
of search engine optimization (SEO).

• Social Tools
– Use URL shortening service, like Bitly or Ow.ly, to
track CTRs across social media.
– Get meaningful data on CTRs: geography, social
source, social conversations, and more
– Boost your brand with a Vanity URL shortener.

AddThis
plugin on
this blog
post
produced 23
Likes on FB,
27 tweets,
and 4 shares
across other
platforms.
Source:
http://www.soc-impact.com/2012/09/15/10-reasons-why-you-cant-miss-we-
the-people-of-social-media/

Before We Finish…
• Last but not least…If there was one reason
why nonprofits must take social media
seriously…
• Think of every tweet on Twitter, every post on
Facebook, and every pin on Pinterest…
• as laying, brick-by-brick, the yellow brick road
to…

http://twitter.com/soc_impact
http://twitter.com/gofiliberto
www.facebook.com/SocialImpactConsultingLLC
http://www.youtube.com/SocImpactConsulting
http://www.linkedin.com/company/social-impact-consulting-llc
http://www.linkedin.com/in/gofiliberto
https://plus.google.com/u/0/b/103962187631706710918/103962187631706
710918/posts
https://plus.google.com/u/0/117836390573750885735/posts
website: http://soc-impact.com

SMTULSA Conference Presentation: Social Media For Non Profits by @GoFiliberto

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