Considering Social Media for Your Organization

October 2009

What I’ll Cover

• What is social media?

• How does social media fit in?

• What should you think about?

What is Social Media?

It’s Online Media…

Words

Messages

Images Video

That Socializes

It starts conversations…

…travels…

…is shared…

….multiplies

It’s a Class of Tools and Techniques

And more!

Online communiti

es

Blogs Social networking

sites

Distributed fundraising

Contributed content

Viral videos

Traditional Methods, Moved Online

Community roundtable

Press outreach

Walk-a-thon

Yard signs

PR Event/ Stunt

Online community participation

Blogger outreach

Distributed fundraising

Website Badges

Viral Video

How Does it Fit In?

As Part of an Overall Communications Strategy

Start with the Fundamentals

No marketing technique will work without…

A compelling story

And an understanding of your audience

Clear goals

Take Advantage of the Network Effect

• What channels and mediums are your audience using?

• What will inspire them to follow your org there?

• What will then help them tell their network?

Interesting content feeds the network effect

What Should You Think About?

Is Your Tech Infrastructure in Order ?

Most social media tactics have less bang-for-the-buck than core infrastructure like networks, websites, and email

Effective and function computers and networks

At least a basic website presence

Well thought out email strategy

Enlist people in spreading the word/ creating content

Basic Outreach (SEO, bloggers)

Listen to Online Communities

How Much Time Do You Have?

Don’t underestimate the amount of time it takes to successfully engage in a conversation. Factor in, per week:

These are wild guesstimates

Write your own blog

4-6 hrs+

Manage a blog written by

volunteers

2-4 hrs+ Oversee a large online

community or wiki

20 hrs+

Manage an active social

networking site presence

2-4 hrs +

Listen and participate in

existing communities

1-2 hrs+

What Skills are Available?

Do you already have great videos? A staff of professional researchers? Deeply committed volunteers?

Build from your strengths

http://blogs.consumerreports.org/safety/

What Is Your Staff Using Already?

Starting with something that you have personal experience with can be a big help

What Will Energize Your Supporters?

It’s unlikely your supporters are just dying for another social networking group, blog, or online video

Social media tactics won’t work without passionate advocates

Are You Able to Loosen the Reins?

When people start talking, sometimes it doesn’t come out the way you’d like

But their energy is often helpful regardless

BLEEP!

What is Your Organizational Voice?

Irrelevant On mission and interesting

PR message points

Human and engaging

Spam

Trivialities

News feed

Social outreach

How Will You Coordinate Communications?

How can you coordinate across different sites and mediums?

Define the goalThink through the audience for each venue

Tailor the message

What are you trying to accomplish?

Why are they there? What will resonate?

What will best achieve your goals?

Don’t just spam the same message through every medium.

Find Idealware

• www.idealware.org

• www.facebook.com/idealware

• www.twitter.com/idealware