Published on March 25, 2014
Exposing the Mystery of Social Media Success Emily Davis, MNM, CGT Emily Davis Consulting
FOLLOW THE CONVERSATION @BoardSource @AskEmilyD #SoMeStrategy #Governance #nonprofit #socialmedia #nptech TURN ON YOUR TECH
• Identify and respond to social media myths • Learn what the board’s role is in implementation • Understand the foundation of social media strategy TODAY’S OBJECTIVES
• Position as an expert • Connect & collaborate • New resources & ideas • Outreach & awareness • Develop brand • Low cost WHY SOCIAL MEDIA AT ALL?
MYTH #1 “Board governance and social media aren’t connected.”
BOARD ENGAGEMENT • Understand the value… – Understand purpose – Provide education – Address fears – Include in orientation – Use in meetings – Use as an organizational ambassadors • Provide oversight… – Fit within strategic priorities – Ensure resources – Engage committee (i.e. marketing, fundraising) – Social media strategy & plan creation – Policy development – Assessment
MYTH #2 “Social media is for young people. We are trying to attract board members & donors that are older.”
THE COMMUNICATIONS EVOLUTION Traditionalists Postal Mail Phone calls Boomers Television Facebook Email Generation X Websites E- newsletters Email Millenials (Gen Y) Social Media Websites Mobile Generation Z ???
SOCIAL MEDIA LADDER OF ENGAGEMENT Happy bystanders (Listen) Spreaders (Share) Clients (Money) Evangelists (Ask) Instigators (Create) *© 2010 Beth Kanter
MYTH #3 “Social media takes way too much time to use.”
WHAT STINKS ABOUT SOCIAL MEDIA • Time investment • New communication tool • Always changing • Boundaries are grey between personal & professional • Transparency, exposure • Loss of control
WHAT ROCKS ABOUT SOCIAL MEDIA • Additional tool • Stewardship • Brand development • Build relationships • Tell your story • Transparency • Get feedback • Cost effective • Quick & easy!
MYTH #4 “Using social media exposes us to negative feedback that we can’t control.”
SOCIAL MEDIA POLICIES
WHY • Insurance • Not for the majority • Set boundaries • Protection for users • Protect organization • Professional standards • Because you just never know…
EXTERNAL POLICY • Users outside the org • What is appropriate • What is inappropriate • Post publicly and regularly on website & social media channels • Research examples
INTERNAL POLICY • Staff, board & volunteers • More insurance • What is in/appropriate • Set boundaries • Share at orientation • Representing the org • Provide support & ideas • Research examples
POLICY SAMPLES • The Nonprofit Policy Sampler (BoardSource) – Electronic media policy for Web 1.0 tools • The Nonprofit Social Media Policy Workbook (IdealWare) • Social Media Governance Policy Database • Social Media Strategy Workbook: The 12-Step Guide to Creating Your Social Media Strategy
MYTH #5 “Our executive director can bring on a young intern to run our social media.”
STAFFING SOCIAL MEDIA • Executive Director • Support staff • Committee members • Marketing, social media plan • Trainings • Consultant
SOCIAL MEDIA CONSULTING • Beware “the expert” • Planning process • Implementation? • Ask questions • Integrate into existing plans, strategy • Meet you where you’re at • Have realistic expectations
THE PLANNING PROCESS Discovery Environmental scan Strategy sessions Target audiences Channel identification Topic areas Documentation Best practices Start small & slow Calendar dashboard Measurement strategies Implementation Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed
10 TIPS FOR USING SOCIAL MEDIA 1. Social media is A tool not THE tool 2. Social media is a plant 3. Add value 4. Two way street 5. Prospecting, cultivation, stewardship 6. Philanthropy’s next generation 7. It ain’t free 8. Not everyone “Diggs” social media 9. Selling social media 10. Have a plan
DIFFERENT CHANNELS, DIFFERENT RULES Facebook LinkedIn YouTube Vimeo Blog Twitter Tumblr Pinterest Del.i.cious
SOCIAL MEDIA LIFECYCLE
HAVE A GIGGLE!
RESOURCES IN PRINT • The Networked Nonprofit • Measuring the Networked Nonprofit • The Complete Facebook Guide for Small Nonprofits • Twitter Jump Start: The Complete Guide for Small Nonprofits • Fundraising and the Next Generation • The Art of Listening: Social Media Toolkit for Nonprofits • Social Media for Social Good: A How-Guide for Nonprofits • Mobile for Social Good: A How-To Fundraising Guide for Nonprofits • Mobilizing Youth 2.0 • 7 Tips to Avoid HIPAA Violations in Social Media
ONLINE RESOURCES • Beth Kanter’s Blog • John Haydon • Nonprofit Tech for Good • IdealWare • SocialBrite • Alltop Nonprofit • Social Media for Nonprofits • Nonprofit Technology Network (NTEN) • 4Good – Samples • TechSoup • Nonprofit Quarterly • National Council for Nonprofits • Network for Good
UNDERSTANDING SOCIAL NETWORKS “Organiza(ons don’t have to create… social networks; they exist all around us in a variety of forms. Networked Nonproﬁts strengthen and expand these networks by building rela(onships within them to engage and ac(vate them for their organiza(ons’ eﬀorts.” (Fine and Kanter, 2010)
Emily Davis, MNM Emily Davis Consulting (720) 515-0581 email@example.com emilydavisconsulting.com emilydavisconsulting.com/blog Facebook.com/emilydavisconsulting twitter.com/AskEmilyD linkedin.com/in/emilylariedavis
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