Social Media & Public Benefit

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Information about Social Media & Public Benefit
Social Media

Published on March 7, 2014

Author: MeaganWade

Source: slideshare.net

Description

Is your public benefit organization at a loss on how to use social media to their advantage? Here are some key tips with examples to get you on the right track.

SOCIAL MEDIA & PUBLIC BENEFIT

WHAT IS PUBLIC BENEFIT? The primary goal of the public benefit sector and nonprofit organizations (NPO) is to manage a segment of the public in need.

WHY INTEGRATE SOCIAL MEDIA?

INTEGRATING SOCIAL MEDIA INTO THE NPO MARKETING STRATEGY • Branding • Leveraging contacts beyond email lists • Prospecting new donors/sponsors • Relationship building (B2B)

SOCIAL GOALS FOR NPO’S

SOCIAL GOALS FOR NPO’S • Create Awareness “The conversation is happening about your brand whether you’re a part of it or not.” - Seth Godin

SOCIAL GOALS FOR NPO’S • Attract New Support 55% of those who engage with nonprofits via social media have been inspired to take action in one way or another. SOURCE: WAGGENER EDSTROM

INSPIRATION OF SOCIAL MEDIA 59% donate cash 53% will volunteer 43% participate in a charitable event SOURCE: WAGGENER EDSTROM

SOCIAL GOALS FOR NPO’S • Create Awareness “The conversation is happening about your brand whether you’re a part of it or not.” - Seth Godin

ENGAGEMENT

FACEBOOK 20-30 minutes per week • Scan pages you “like”, join in conversations if applicable • Engage with people on your page • Share at least 1-2 pieces of organic content to your page

TWITTER 20-30 minutes per week (or more) • Prospecting • Retweet relevant content to your field • Engage with your audience • How often you post content is up to you

PINTEREST 15 minutes per week • Prospect and follow boards with content relevant to your field • Scan boards you follow for new and relevant pins • Re-pin relevant content from your prospects • Share 1 piece of organic content

#YYCFLOOD

MOST VIEWED TWEETS #yycflood IMAGE COURTESY OF THE HUFFINGTON POST

53180 327682 224629 6796 32313 #Calgary #ABFlood #YYC #YYCHelps 53180 #CalgaryFlood #YYCFlood WHAT’S IN A HASHTAG? #yycflood STATISTICS COURTESY OF THE HUFFINGTON POST

18000 16000 14000 12000 10000 8000 6000 4000 2000 0 18-Jun 19-Jun 20-Jun 21-Jun 22-Jun 23-Jun 24-Jun Redford Harper 25-Jun 26-Jun 27-Jun 28-Jun 29-Jun Nenshi POLITICAL TWEETING #yycflood STATISTICS COURTESY OF THE HUFFINGTON POST 30-Jun

THE RIDICULOUSLY #yycflood PHOTOGENIC FIREFIGHTER IMAGE COURTESY OF THE HUFFINGTON POST

SOCIAL SUCCESS FOR NPO’S

WHAT DOES SOCIAL SUCCESS LOOK LIKE? • 41% are developing a detailed social media strategy • 37% have executive management that makes social media a priority • 28% are dedicating a current or new position specifically to managing social media • 22% are paying for publishing/analytics tools • 37% spend over $26/mo on those tools

PROCEDURES • Who on your team is responsible for social media? • Strategize – what do you want social to do for you? • Guidelines – what will you/won’t you post? • Create a SM policy • Create an editorial schedule that coordinates existing marketing campaigns and events together

THINGS TO DO • Know your audience • Create a content strategy that works for your organization • Check your feeds at least 2x per day • Be responsive to messages/mentions

THINGS TO AVOID •Not everyone speaks public benefit. Try to avoid jargon. • Don’t treat each social network the same way • Avoid negativity and over-asking • Rome wasn’t built in a day – social media takes time

Meagan Wade Owner, MWKnows.com Creative Brain. Positive Thinker. Highly Caffeinated. meagan@mwknows.com @meaganwade

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