1. Community Works 2012
Advanced Social Media: Making It Worth Your Time
Getting In The Swim Without Drowning

2. You’re in the water, now what?

3. Social Media
• Definition
• Quick Poll
– What social media networks are you using?
– How frequently?
– What are your success factors? Or What Would You
Like Your Results to Be?

4. Social Media Policies
Does My Non-Profit Need a Social Media Policy?
– Yes! And you should revisit it:
• Address both employee use & organizational spokespeople.
• Monitor.
• Keep it simple, flexible:
– Include elements such as encouraging “good judgement” and
“common sense”
– Be who you are
– Respect the audience
– Be factual and accurate
– Use a disclaimer

5. Overwhelming Part

6. Managing Social Media
• Narrow focus – Think ROI.
• Audience Research.
• 52 Small Changes: One Year to a
Happier, Healthier You - 1 small
change per week.
• Habits - Examples – Healthy
Eating, Exercise, even Brushing
Your Teeth.
• Changing workflow, then it’s
established as a habit.

7. Strategy: Focus on Audience
• Demographics/Changing Society
– Pew Internet*:
• Fully 65% of adult Internet users now say they use a
social networking site like MySpace, Facebook or
LinkedIn, up from 61% one year ago. This marks the first
time in Pew Internet surveys that 50% of all adults use
social networking sites. (Aug 2011)
• 14% of users say that connecting around a shared hobby
or interest is a major reason they use social media. (Nov
2011)
*PewInternet.org

8. Strategy: Focus on Audience
• Demographics/Changing Society
– Millenials*
• Born between 1978-1992.
• Grown up with MTV, blogs, Facebook & MySpace,
texting.
• Volunteerism required in middle and high school – teen
volunteerism doubled between 1989 -2005; college
volunteerism increased 20% between 2002 -2005.
• But different in approaching volunteerism and activism –
inconsistent or intermediated.
*Source: The Networked Nonprofit, Beth Kanter & Allison H. Fine

9. Strategy: Listening
• Be an efficient Listener.
• Save Searches – Google News (RSS or
Google Alerts).
• Save Twitter Searches and #Hashtags.
– https://twitter.com/#!/search/food%
20insecurity
– https://twitter.com/#!/search?q=%2
3foodinsecurity
• “Like” other nonprofits (in your space)
Facebook pages, read posts,comments.
• Use Google+ circles to follow others and
listen there.
• Join appropriate LinkedIn Groups.

10. Strategy: Engaging
• Be Engaging – But That’s Different in Each
Channel:
- Twitter
- Facebook
- LinkedIn
- Google+

11. Quick Poll
• Twitter users – How do you view Twitter? How
is it effective for your organization?
• Facebook pages – How do you use Facebook?
• Google+ pages – Do you have a Google+ page?
How are you using it?

12. Timing Tweets, Posts
• HubSpot* Marketing – Research Data
– Twitter
• Population on Twitter – 50 % East Coast.
• Retweets – 2 pm – 5 pm. Late in day & week most Retweets.
• Click through rates increase with volume – Tweet more!
• Click through rates better with spacing - But don’t crowd your
content.
– Facebook
• Sharing increases on the weekend.
– Blogging
• Publish on weekend for comments.
*Source: http://www.hubspot.com/

13. HootSuite (example of scheduling tools)
Also TweetDeck, CoTweet, ping.fm, mobile apps for updating on the go.

14. Frequency Chart
Social Media Staffer A Staffer B
Twitter 5 Per Day 10 Per Day
Facebook 2 Per Day 1 Per Day
Google+ 1 Per Day 2 Per Day
LinkedIn 2 Per Week 1 Week
Example of a schedule to manage your Social Media, trying to be more
active on Twitter, less so on FB, Google+ and LinkedIn. Tie workflow into
other activities, such as Web site or email updates. As you build followers,
more activity and commenting is certainly required.

15. Building Audiences (Fans, Friends,
Followers, and the like)
• Use Social Media tools appropriately.
• Be human, responsive and have a voice.
• Use offline/online tools to promote, promote (and sharing
tools to your Website, e.g. AddThis).
• Be judicious about donation requests (donors don’t want to
be thought of as ATMs).
• Connect to other news channels Websites, email blasts,
email newsletters.
• Use your analytics to measure progress.
• Experiment - it’s OK to be incremental.
• Start for social/personal and move to professional use.

16. The Essentials

17. Social Media Channels
• Facebook
– Content is about engagement – ask
questions, respond.
– Share links but add opinions, thoughts.
– Not just your newsletter re-hashed.
– Photos, videos add interest.
– Think brand building – offer banners,
quotes.
– Leverage Groups, Events functionality
– Customize your landing page.
– Ads – very effective at targeting.

18. Social Media Channels
• Google+
– Content – sharing, engagement.
– Opened its business, org pages in November ’11.
– Why important? Google adding to search (SEO).
– Circles – Manage followers by Circles, Getting
included in influential circles gets you followers.
– Hangouts – Quick way to do webinars, meetings.
http://www.wikihow.com/Use-Google%2B-Hangouts
– Caveat – Tied into a lot of Google products, tread
carefully.

19. Social Media Channels
• Twitter
– Content: quick updates, reminders, sharing links,
news articles, contests.
– Timely!
– Use bit.ly or other URL shortener.
– Build audience using #hashtags, RTs, #FF, Lists,
@Mentions.
– Conferences/Events – set up a hashtag, have
someone tweet keynote.
– Photos: Twitter pics/Instagram.
– Paper.ly – pulls together Twitter list into a
readable daily blast.

20. Social Media Channels
• LinkedIn
– Professional Networking.
– Set up a Profile.
– Join Professional Groups/Set A Group Up:
• Ask questions.
• Offer answers.
• Share news related to your interests.
• Contact people.
• Manage and moderate, make it helpful, not spammy.

21. Additional
• Once you’ve covered the essentials, you might
want to try these.

22. Social Media Channels
• YouTube
– 1 Billion Views per Day in
2009; 4 Billion Views per
Day in 2011.
– Videos can be effective in
telling your story.
– Production quality is up to
you.
– Short clips are voraciously
consumed and perfect for
watching a wide variety of
content.

23. Social Media Channels
Quora
• Follow topics.
• Post and answer
questions.
• Can be used to show
professional expertise.

24. Social Media Channels
*Source: Monetate. Also Bookmarking sites: Delicious, Reddit, StumbleUpon
Pinterest (www.pinterest.com)
- Virtual Visual Bulletin Boards, Sharring

25. Quick Poll
• What does your management/leadership think
of Social Media?
• How many of you have a President/CEO who
blogs, Tweets, Facebooks?
• How many personally visit social networks daily?
Multiple times per day?

26. Tell Your Story, Listen to Theirs!
• Content ideas
– Have people share stories, ideas for programs
– Share photos/videos from events – FB, Flickr,
YouTube
– “Seasonal” stories – Trends for the New Year,
Valentine’s Day Wishes, Stories on Veteran’s Day
– Contests – Naming contests, caption contests
– Thank and encourage people – Volunteers, donors
– Mobile ideas – Camera Photo problems in the
community; Best costume at the parade, etc.

27. Questions/Wrap Up
Colleen Miller
cmiller237.wordpress.com
col237@gmail.com
@cmiller237 - Twitter
Sources identified in slides
Photo Images in this presentation are from Flickr, CC license with no copyright restrictions
Logos, screen shots are property of social media sites, used for illustration only