What Nonprofits Need to Know about the New Facebook Changes and Twitter

JULIA CAMPBELL, MPA978-578-1328JCAMPBEL04@NORTHSHORE.EDU

CSP002–ACN 17510Social Media Marketing for

NonprofitsMarch 7, 2012

North Shore Community College

MANDATORY READING Information in this session is adapted

from:Social Media for Social GoodSocialbrite.orgMashable.com

DECIDING WHAT TOOLS TO USE

Which social networking sites should we be on? It depends.

Hard truth: You get out of social media what you put into it.

DECIDING WHAT TOOLS TO USE

The actual work of social media: 1. Researching and creating content.2. Engaging and participating in your

nonprofit’s online communities.3. Monitoring and reporting ROI,

making the necessary adjustments.

DECIDING WHAT TOOLS TO USE

This work can also include:1. Website maintenance and updates2. E-newsletter publication3. Donate Now campaign management4. E-advocacy campaign management5. Training staff members and volunteers

CRISIS MANAGEMENT!

An actual tweet accidentally sent via @RedCross:

Red Cross response:

#gettngslizzerd was a Trending Topic (meaning it was popular on Twitter)

Dogfish Head Brewery response:

The Red Cross set up a designated page in connection with Dogfish encouraging people to donate a pint and use the hashtag to spread the word.

DECIDING WHAT TOOLS TO USE

Facebook and TwitterWhat is a post and what is a

tweet?A walk through of setting

up your nonprofit on these sites

How are nonprofits using them?Examples of effective nonprofit profilesUsing these sites for fundraising and

engaging supporters/volunteers

FACEBOOK• Why use Facebook as a Page, not a Profile?

• People may not want to “Friend” you• Profiles can’t use many applications (like

Causes)• Against Facebook terms• Profiles limited to 5,000 friends• Limits SEO• No customized Welcome/Landing tabs• No Insights section• No Facebook “Like” box on your website

FACEBOOK• Facebook Pages will all convert to Timeline format

on March 30, 2012• MANY changes!• Timeline: Milestones – exciting feature!

• www.facebook.com/livestrong • www.facebook.com/cocacola • When you were founded, staff changes, moved to a

new location, capital campaign, milestone in # served• Can Pin one post for 7 days (just images, not events)• “Star” a post/Highlight

• Use high image photos for Highlighted posts• www.facebook.com/manchesterunited

FACEBOOK• Facebook Pages will all convert to

Timeline format on March 30, 2012• Private Messages for Pages

• Respond privately to page comments and posts!

• You can’t message someone first from the Page.

• No more default custom tab – the default is now the Wall

• No more “fan-gating”• https://www.facebook.com/page_guidelines.p

hp

FACEBOOK• Facebook Pages will all convert to

Timeline format on March 30, 2012• Reach Generator

• 75% versus 20%• Premium Ads• No longer a level playing field – unique,

compelling content no longer guarantees fan engagement

FACEBOOK• Facebook Pages will all convert to

Timeline format on March 30, 2012• Manage• Build Audience• Help• Hide• Levels of Administrator

privilege (interns, staff, volunteers)

• PATA

FACEBOOKCover image (850px by 315px)

Facebook says that cover images cannot contain:• Price or purchase information, such as “40% off” or “Download it at our website”.• Contact information, such as web address, email, mailing address or other information intended for your Page’s About section.• References to user interface elements, such as Like or Share, or any other Facebook site features• Calls to action, such as “Get it now” or “Tell your friends”.

•Source: www.nonprofitfacebookguy.com

FACEBOOK• Setting up your Page

• www.facebook.com/pages • You must have a personal Facebook Profile

to set up a Page, but you can hide it.• + Create Page (button)• Company, Organization or Institution

• Non-Profit Organization• Company Name (complete name, not

acronym)

FACEBOOK BEST PRACTICES• Using your Page

• Using Facebook in your personal life is very different than using it in your professional life.

• Find your nonprofit’s Facebook voice.

• 90% will come from the News Feed, not the actual Page (after they Like you).

FACEBOOK BEST PRACTICES• Find out what content people

are engaging with• Share lots of links• Photos and videos• Inspirational quotes• Powerful statistics• Post comments in response to

comments• Ask questions• Ask people to Like! (They don’t

have to to see your stuff)

FACEBOOK BEST PRACTICES• Mix it up! Make a calendar.• 80/20 rule• Share breaking news

related to your organization’s mission

• Popular videos from YouTube

• Striking photos from Pinterest and Flickr

• Don’t over-market!

FACEBOOK BEST PRACTICES

• No more than one status update per day!

• Less is always more. • Saturday and

Sunday• Do not sync with

Twitter. Please.• Encourage activity

on your Page from volunteers and staff

FACEBOOK BEST PRACTICES

• Like other Pages as your Page • Be mindful of

endorsements• Featured Likes• Karma!• Tag other Pages when

you talk about them• Share content from

other Pages

FACEBOOK BEST PRACTICES

• Add your Cause to your page

• https://www.causes.com/causes/569097-it-gets-better-project

FACEBOOK BEST PRACTICES• New stuff (article)• http://www.nonprofitfacebookguy.com/• How to videos and tutorials on all things

Facebook for nonprofits• http://www.shortstack.com • Customize your organization’s page

COMBAT FACEBOOK FATIGUE!

• Get creative, surprising, shocking.• Go off-topic.• Get visual.• Unique musings.• Offer value that fans can ONLY get on Facebook. • No one said it would be easy…

QUESTIONS ABOUT FACEBOOK?

TWITTER

• What is twitter?• “Microblogging”• 140 characters

• Glossary of terms:• Mention: “Thank you for

your donation @janesmith!”• Retweet – Sharing a tweet from another user• Message – DM • Hashtag – Categories, Trending Topics• #philanthropy• #giving• #boycottrush

TWITTER BEST PRACTICES

• Anatomy of a Tweet

TWITTER BEST PRACTICES

• Photo!!• Bio!!• Website! You have real estate – use it! • Custom Twitter background• Use Twitter lists to control the chaos (staff, volunteers, social media, news)• Monitor your @ mentions and DMs• Monitor certain hashtags related to nonprofits and your cause• Join a TweetChat = npcons, nptalk

TWITTER BEST PRACTICES• Follow everyone who follows you.• Block and report spammers. • “Favorite” tweets to organize the chaos and to build partnerships• Limit Tweets to 5 per day, no more than 6• Tweet powerful stats

• Example - @gorilladoctors Only 740 mountain gorillas remain on Planet Earth. Sad, but true and definitely ReTweet worthy to animal lovers and activists.

• Claim your organization’s Give a Tweet profile (GiveaTweet.com) • Go easy on the public “Thanks for the RTs!” – use

#ThankfulThursday or #FollowFriday instead• Message people directly to ask a favor. • ASK followers to RT! – It really works! “Please RT!”

TWITTER BEST PRACTICES• How Nonprofits are using it:

• https://twitter.com/#!/christuttle/nonprofits• Respond in real time to conversations• Staff networking• Events• Timely advocacy campaigns• Build good karma!

TWITTER BEST PRACTICES

• Resources• Twitterfall.com – for TweetChats• Hope140.org• Twitter for Good (book)• Buffer• Hootsuite• Bit.ly

WHAT HASN’T CHANGED

From Likeable Media (www.likeable.com) ListeningResponsiveness/AccessibilityTransparencyAuthenticityFind Your VoiceNO LINE between customer service

and marketing (front line and fundraising)

QUESTIONS?