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How to Empower Staff to be the Voice for the Organization

through Social Media Danielle Brigida | National Wildlife Federation

Farra Trompeter | Big Duck

AMA Nonprofit Marketing Conference July 17, 2013

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@farra | @bigduck @starfocus | @NWF

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What we’ll discuss •  The evolving definition of ‘spokesperson’ •  How social media has changed the game •  Ways to empower your staff •  Resources

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Who speaks for your nonprofit?

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When the media calls?

Image © channel17.org

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When the board has a question?

Image © connectioncafe.com

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When a donor sends a note?

Image © uwaystan.org

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When a celebrity wants to interview you?

Image © usmagazine.com

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When an advocate wants to do more?

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When a candidate applies for a job?

Image © chooseust.org

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When a crisis happens? Image © NWF/publicnewsservice.org

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Your ideal spokesperson…

•  Is passionate about your mission •  Understands what you do •  Trusted to speak without a lot of approval •  Will be respected and can stay calm •  Speaks clearly and simply •  Is generally available

http://www.ereleases.com/prfuel/choosing-a-press-spokesperson-for-your-nonprofit-organization/

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How has social media changed the game?

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Then vs. Now

#amanp http://www.conversationprism.com

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Every staff person is a brand ambassador

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Ways to empower your staff

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Train staff about your brand

http://fightcolorectalcancer.org/

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Create social media guidelines

http://www.slideshare.net/tammygordon/aarp-social-guidelines2010

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Create social media guidelines

hhttp://www.slideshare.net/tammygordon/aarp-social-guidelines2010

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Teach privacy settings

https://www.facebook.com/help/459934584025324/

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Find & encourage your internal ‘social media evangelists’.

http://socialmediatoday.com/jasonmillerca/281057/empower-employees-brand-champions-social-media

Send a survey to staff. •  Do you have a Twitter account and/or

Facebook profile? •  What blogs do you read and comment on

regularly? •  Are you engaging in LinkedIn group

discussions? •  Do you like to share images on Pinterest

or Instagram?

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Use tools to share, collaborate.

http://yammer.com

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Have a point person, process for negative comments.

http://group.tnt.com/Images/20100901_TNT_Social_Media_Guidelines-English_tcm177-523534.pdf

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Recruit by sharing your culture

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Exhale. Mistakes will happen.

http://mashable.com/2011/02/16/red-cross-tweet/

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Resources

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Helpful articles •  Social Media for Nonprofit CEOs—How one Executive Director manages it

http://www.bigducknyc.com/social_media_for_nonprofit_ceos_how_one_executive_director_manages_it

•  Empower Employees as Brand Champions in Social Mediahttp://socialmediatoday.com/jasonmillerca/281057/empower-employees-brand-champions-social-media •  Employment Branding: The NPR Case http://www.nonprofithr.com/employment-branding/

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Contact Danielle brigidad@nwf.org twitter.com/starfocus linkedin.com/in/daniellebrigida slideshare.net/starfocus

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Connect with NWF nwf.org blog.nwf.org facebook.com/NationalWildlife twitter.com/NWF

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Contact Farra farra@bigducknyc.com twitter.com/farra linkedin.com/in/farra slideshare.net/farra

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Connect with Big Duck bigducknyc.com bigducknyc.com/blog facebook.com/bigduck twitter.com/bigduck

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