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Raleigh/Non-Profit Workshop. Presentation by Stephanie Skordas, RLF Communications
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Selling Social Media toYour Board and Staff
February 19, 2009
© RLF Communications
Integrate your plan• Social media is one more channel, not a
separate strategy
• Mesh with your organization’s:– Mission– Goals– Objectives– Outreach
© RLF Communications
Know your target audience(s)• Who is your target?• Are they using social
media already?• How do you find out
where they are?
© RLF Communications
Dazzle your board with stats• Facebook15 million active global users
• Twitter 3 million+/day (March 2008)
• YouTube 84+ million active users
© RLF Communications
Show your board how it works• 2 million staying in
touch on inauguration day.
• CNN carried live coverage of Facebook updates from these users.
© RLF Communications
Use it for listening and learning• Who’s talking about you?
• Why do you need to know?
• How do you listen?– Google Alerts– Technorati– Twitter Search– Bloglines
© RLF Communications
Use it for listening and learning• What should you listen for?
– Organization name– CEO/Executive Director– Program/service names– URL– Your tagline– Other nonprofits in your space– Prominent figures in your field
© RLF Communications
Build relationships• Facebook Group
pages– Public or private– Bulk messages to
inboxes– Best for hosting a
quick discussion or cause/event.
© RLF Communications
Build relationships• Facebook Fan Pages• Indexed by search
engines• Long-term
relationships• Traffic monitoring
© RLF Communications
Build relationships• Brooklyn Museum
– Allowed community to create an exhibit
– 3,000 people– 400,000 votes– Collection is now
online too
© RLF Communications
Improve relationships• My Starbucks Idea• @Comcast on Twitter
© RLF Communications
Increase awareness• Obama: 2 Million• McCain 600,000
• @barackobama 112,000• @johnmccain2008 4,600
• Obama YouTube 18M visits
• McCain YouTube 2 M
© RLF Communications
Drive Traffic• Debt Diva went from
28 to 1500+ followers in one month
• Twitter giveaway for holidays
• Drive traffic to website• Launch conversations
© RLF Communications
Take Action• Fundraising• Event attendance
© RLF Communications
Take Action
© RLF Communications
Twestival.fm
Use what’s there or DIY• Incorporate existing
social media sites into your organization’s outreach
• Start your own social network (www.ning.com)
© RLF Communications
Some ideas• Social networking: Facebook/MySpace
• Donor research: LinkedIn
• Quick updates to members: Blog
• Even quicker updates: Twitter/Microblog
© RLF Communications
Resources• Beth Kanter @kanter
– www.beth.typepad.com
• Jeremiah Owyang @jowyang– www.web-strategist.com
• Chris Brogan @chrisbrogan– www.chrisbrogan.com
© RLF Communications
Resources• Universal McCann Power to the People:
Social Media Tracker– http://tinyurl.com/Universal-McCann
© RLF Communications