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Best Practices for social media for nonprofits. Examples pulled from Seattle, national and international nonprofits and campaigns.
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Social Media Best Practices
For Nonprofits
Karianne Stinson
@KarianneAccount Manager
Felice Lam@FeliceLam
Social Marketing Community
Manager
Survey Says…
Online Giving
Define Your Goals and Prioritize
You can do A LOT with social. What do you want to achieve?• Drive new members? • Build your audience?• Educate? • Expand your marketing
message?• Connect with new orgs? • Build relationships with
influencers? • Improve attendance at
events?• Increase community feedback
about your service?• Build relationships with news
organizations? • Connect with new donors? • Improve relationship with
current donors?
Social Channels
Every 20 minutes….
• 1M links shared
• 1.4M event invites sent
• 2.7 messages sent
• 1.8M status updates
• 10.2M comments made*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
• Profile• Page • Group• Events• Photos and Videos• Post 3-5 times a week
• Tweet: post
• Retweet / RT: forward another’s Tweet
• DM: Direct Message
• HT: Hat Tip
• Tweetup: Face-to-face gathering
• Hashtag: #; used to categorize tweets (i.e. #nonprofits, #FF/#followfriday)
• @ Replies• Search Your Org• Bit.ly shortener • Hashtags• Character Limit• Post 5-10 times a week
• 2B videos viewed daily
• 35 hours of video uploaded per minute
• Broad user age: 18-54
• 100M views per day on YouTube mobile
http://www.youtube.com/charts
http://www.youtube.com/videoshttp://www.directmarketingrx.com/tag/youtube-demographics-infographic-2011/http://www.youtube.com/t/press
• Staff Interviews• Volunteer Interviews• Donor Interviews• Photo Movies• Share on Social
Networks
Blog
• Journaling
• Training
• Updates
• Best Practices
• Testimonials
• Peer Support
• Solicit ideas/info
• Announcements• Personal Stories• Campaign Success
Stories• Clear Call to Action• Post at least once a
week
YouTube Blog
Twitter Facebook
Website
Set Realistic and Measurable Objectives
What to look for:
• Fan growth?• Community interaction?• Number of new donors?• Outreach to people on Twitter?• Number of blog posts about your organization on other
blogs?• Number of site visits from social?• Number of messages sent per week?• Number of comments made per week?• Number of RT’s?
You’ll only learn if you’re meeting your goals if you measure what you’re doing!
Best Practices
Time Required
According to Beth Kanter, nonprofit social media expert
• 5 hours/week to start listening
• 10 hours/week to participate
• 10-15 hours/week to generate buzz
• 20+ hours/week to build community
• (At least) 3-6 months until you see results
http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html
Editorial Calendar
60-30-10 model
60%
30%
10%
Traditional Communications and Fundraising
Messages
Other types of messages
Sharing resources from 3rd parties, adding
value (tips/tricks, news, etc.) for the
community, getting insight into what they want from the brand
Analytics
Listen
Campaign Across Channels
Online Donations
Partner with Corporations
Free Blogging Sites
Facebook Events
Event Promotions
Social Buttons
Facebook Groups
Be Human
Questions?
KARIANNE [email protected]://kariannestinson.com
FELICE [email protected]
http://www.twitter.com/karianne
http://www.twitter.com/felicelam
Resources
• Slideshare: www.slideshare.net
• Connection Café blog: www.connectioncafe.com
• Beth’s Blog: http://beth.typepad.com/beths_blog/
• NTEN site and blog: http://nten.org/
• Technorati: www.technorati.com
• Techsoup: http://techsoup.org/
• Non-profits on Facebook: http://www.facebook.com/nonprofits#!/ nonprofits?sk=info
• Twitter Jumpstart: http://bit.ly/nptwitterguide
• Idealware Nonprofit Social Media Decision Guide : http:// www.idealware.org/reports/nonprofit-social-media- decision-guide
• Google for Nonprofits: http://www.google.com/nonprofits/
• Bitly: http://bit.ly/
• PayPal: https://merchant.paypal.com/us/cgi-bin/?cmd=_render-content&content_ID=merchant/donations
• LinkedIn for Nonprofits: http://learn.linkedin.com/nonprofits/
• YouTube for Nonprofits: http://www.youtube.com/nonprofits
• Nonprofits on Twitter: https://twitter.com/#!/nonprofitorgs
• Pew Internet: http://www.pewinternet.org/
