1. [ How To: Nonprofit Social Media]
Carie Lewis, Director of Emerging Media
#CRUSHIQ // @cariegrls

2. My name is Carie, and I’m a social media addict.
#CRUSHIQ // @cariegrls

3. [ The Times, They Are A Changin’… ]
“I just got a keychain and address labels in the
mail from you guys. Now that I see you posting
on Facebook and know you're legit, I'll be
sending a donation. Thanks for the work you do.”
– Posted to our Facebook Page wall, January 2010
#CRUSHIQ // @cariegrls

4. [ HSUS’ Social Media Strategy ]
• Be where people are
• Stay on top of latest trends
• Research new opportunities
• Train staff
• Have guidelines
• Take an integrated approach
• Measure everything!
• Executive participation
• Showcase successes
• Listen
• Don’t be afraid to fail
• Learn from mistakes
#CRUSHIQ // @cariegrls

5. “Social media is free…
free like a puppy.”
#CRUSHIQ // @cariegrls

6. [ How We’re Structured]
Carie Lewis
Director of Emerging Media
project management and strategy
Ellen Pascale Sarah Barnett Sarah Butler Lara Koch
Social Marketing Specialist Emerging Media Manager Emerging Media Intern Mobile Communications Manager
Social networking and advertising Response and volunteer coordination Administrative Support Mobile technology initiatives
Anne Hogan Online Volunteers
Emerging Media Specialist
Blogger outreach, monitoring
#CRUSHIQ // @cariegrls

7. [ Facebook Structure ]
Facebook Fan Page
for businesses, organizations, public figures
official HSUS presence – only one
Facebook Causes
for specific movements
each campaign can have many
Facebook Profile
a real person
each person has one – but only one
#CRUSHIQ // @cariegrls

8. [ Where We Are ]
#CRUSHIQ // @cariegrls

9. [ Goals ]
• Everything we do online is tied to advocacy and
fundraising
• Our social media program is no exception
• We just add a customer service component
• We also have social media-specific metrics which show
growth
• The program complements and works in conjunction
with our website and email
• Take an integrated approach – social media is not a
silver bullet
#CRUSHIQ // @cariegrls

10. [ Measurement ]
Success is no longer just
about how many friends
you have.
Do those friends do what you
want them to?
• Sign advos and petitions
• Donate
• Recruit friends
• Share your content
• Subscribe to your email list
#CRUSHIQ // @cariegrls

11. [ Getting Started: 4 Principles of Social Media ]
#1 : Listen
• Before you jump into the fire, see what people are
saying about you.
• Pay attention to where they are talking about you.
• Are these people your members? Donors?
• Set up searches for your name, acronym, campaigns,
staff
• Start with Kurrently for Facebook,Tweetdeck for Twitter,
Google alerts for blogs and websites
#CRUSHIQ // @cariegrls

12. [ Getting Started: 4 Principles of Social Media ]
#2 : Build Your Base
• Too many people post without taking the time to build their fan
base. Otherwise you’re talking to no one!
• Build a loyal following before you start to ask for anything
• Link to your page in all relevant webpages, emails
• Participate in conversations related to your work
• Use tagging and create events to get into newsfeeds
• Enable sharing tools on every piece of your content
• Do not disable features like the wall, it defeats the purpose!
• Use Facebook ads – the viral nature brings a good ROI
#CRUSHIQ // @cariegrls

13. [ Getting Started: 4 Principles of Social Media ]
#3 : Posting
• Don’t post just to post, but don’t let your page go stale.
• Post when you have breaking news, something for people to do,
or something you think they’ll find interesting and want to share
• A good rule is 1-3 times a week, and not more than once a day
unless it’s urgent
• Remember – you are not the most important thing in someone’s
newsfeed. It’s very easy to “Unlike” you!
• Don’t beat people over the head with asks – make it fun
• Keep people on Facebook
• Do not post the same thing to every network
#CRUSHIQ // @cariegrls

14. [ Getting Started: 4 Principles of Social Media ]
#4: Engage
• You cannot create a fan page and walk away. The community will
not fend for itself.
• Don’t just post what you want to post and ignore feedback.
• You must watch the comment strings and “Most Recent” section
of your fan page and respond accordingly
• Monitor your page daily to delete spam / violations
• Watch your unsubscribes, comments, and feedback stats and
tailor your content to what people like / dislike
• Use polls and questions. Ask people what they think!
• Answer and thank everyone.
#CRUSHIQ // @cariegrls

15. [ 20 Social Media Tactics You Should Steal ]
1 – Have a Commenting Policy on your Facebook page.
#CRUSHIQ // @cariegrls

16. [ 20 Social Media Tactics You Should Steal ]
2 – Answer everyone.
#CRUSHIQ // @cariegrls

17. [ 20 Social Media Tactics You Should Steal ]
3 – Read industry publications EVERY DAY.
#CRUSHIQ // @cariegrls

18. [ 20 Social Media Tactics You Should Steal ]
4 – Look up your organization on Facebook Causes.
#CRUSHIQ // @cariegrls

19. [ 20 Social Media Tactics You Should Steal ]
5 – Set up Google Alerts and Tweetbeep notifications.
#CRUSHIQ // @cariegrls

20. [ 20 Social Media Tactics You Should Steal ]
6 – Make every single piece of your content shareable.
#CRUSHIQ // @cariegrls

21. [ 20 Social Media Tactics You Should Steal ]
7 – Create a content calendar.
#CRUSHIQ // @cariegrls

22. [ 20 Social Media Tactics You Should Steal ]
8 – Develop a custom landing tab for your Facebook page.
#CRUSHIQ // @cariegrls

23. [ 20 Social Media Tactics You Should Steal ]
9 – Divide your Facebook page but allow posts by others.
#CRUSHIQ // @cariegrls

24. [ 20 Social Media Tactics You Should Steal ]
10 – Set up Tweetdeck columns for related terms.
Get REAL serious
with dual
monitors.
#CRUSHIQ // @cariegrls

25. [ 20 Social Media Tactics You Should Steal ]
11 – Participate in and create your own memes.
#CRUSHIQ // @cariegrls

26. [ 20 Social Media Tactics You Should Steal ]
12 – Get your executive team on social networks.
#CRUSHIQ // @cariegrls

27. [ 20 Social Media Tactics You Should Steal ]
13 – Don’t post too much… or too little.
You don’t want to annoy people but you don’t want your
page to go stale. Regardless, you should visit your page
everyday to answer questions and get rid of spam or
content that violates your commenting policy.
#CRUSHIQ // @cariegrls

28. [ 20 Social Media Tactics You Should Steal ]
14 – Craft the message for the medium.
#CRUSHIQ // @cariegrls

29. [ 20 Social Media Tactics You Should Steal ]
14 – Post a variety of types of content.
#CRUSHIQ // @cariegrls

30. [ 20 Social Media Tactics You Should Steal ]
15 – Integrate with your website and email.
#CRUSHIQ // @cariegrls

31. [ 20 Social Media Tactics You Should Steal ]
16 – Participate elsewhere on Facebook as your page.
#CRUSHIQ // @cariegrls

32. [ 20 Social Media Tactics You Should Steal ]
17 – Close the loop.
#CRUSHIQ // @cariegrls

33. [ 20 Social Media Tactics You Should Steal ]
18 – Ask for opinions, experiences, and feedback.
#CRUSHIQ // @cariegrls

34. [ 20 Social Media Tactics You Should Steal ]
19 – Be timely.
#CRUSHIQ // @cariegrls

35. [ 20 Social Media Tactics You Should Steal ]
20 – Localize your content to make it more relevant.
#CRUSHIQ // @cariegrls

36. [ Final Thought: ]
“You may not have time for social media,
But social media has plenty of time for your org.”
#CRUSHIQ // @cariegrls

37. [ Thank you! ]
clewis@humanesociety.org
@cariegrls