Social Media Tactical

Approaches and Tools

Social Media and Nonprofits: Two-Day Intensive Workshop

Objectives

• Introduction to tactical framework and tools

GenerateBuzzShare

Story

ListenParticipate

Community Building &

Social Networking

Tactical Approaches

Listen

Buzz

Share Your Story

Participate

Social Networks

Tactical Approaches

Listen Participate

Community Building &

Social Networking

GenerateBuzz

Less Time More time

10hr 15hr 20hr

ShareStory

Tactical Approaches and Tools

Listening is knowing what is being said online about your organization and your field.

A few listening tools …

• What decisions will you link your listening to?

• What key words will you use?

• How will share or summarize what you learn from listening with others in your organization?

Listening

Key Words Are King!

A homeless person isn’t

someone you pass on

your way into a fancy restaurant

Listening with Twitter Search

Twitter Search

“Stroke is a very intimidating and personal subject. While many stroke survivors don’t engage in social media, at least early in their recovery, their caregivers do reach out and share their experiences.” – American Stroke Association

Listening leads to participation

Participation

• Who is empowered to respond and in what circumstances?

• How will you address negative comments or perceptions?

• What is the goal of your participation?

Participation Tools

Less about tool, more about technique

• They’ve paid you a compliment

• Valid client complaint• If information is

incorrect• If you have something

of value to offer

RespondRespond Don’t RespondDon’t Respond

• Trolls• Competitors• Not you

Happy Ending! Givewell uses Network for Good - nearly $70,000 raised

Sharing your story social media style …

•What content or information will be used to update or feed the social media sites?

•Who will assist or support users in remixing your message?

•If you’re aggregating content to establish expertise, what sources?

• What skills or expertise do you need?

Institutional Blog

Aggregates Content

Specialized Content

Personality Blog

What type of blog?

Adapted from Nina Simon: Museum 2.0 Blog

Institutional

Aggregates Content

Specialized Content

Personality

Podcasting

How will you maintain a consistent work flow and content?

Who will be your .org’s voice?

Photo Sharing

How are you engaging with people and encouraging content creation?

Spreading Buzz

A Few Tools

• How will you “brand” your presence on buzz sites? (Personal/Organizational)

• Who will implement and build relationships with influencers?

• How will you get fans to talk about you to their friends?

• What actions do you want people take when they come in contact with your buzz? (Mobilize, spread, remix)

Results7,600+ unique visitors in a single hour

More than 35,000 unique visitors in one day (best ever)

Digg Effect

Twitter for generating buzz and spreading charitable giving …

Community Building and Social Networking

Community Building &

Social Networking

How will your organization represent itself on social networks?

Who will develop or repurpose content?

How will it integrate with your web presence?

What’s your engagement strategy? Who will implement?

Questions

Growth of Facebook fans since Community Manager involvement

Is that growth natural or guided?

• Fan growth by ORDER OF 10 with campaign!

Month ending # of fans Fan growth Event

7/19/08 158 0 Started page

8/19/08 225 67 No action

9/19/08 464 239 Community Mgr begins to post and interact

10/19/08 1023 559 Comm Mgr talks with fans

Small Groups Exercise

• Page 28-29

•Which tactical approach is the best match for your organization?

• Why?

All sources and additional material can be found on the WeAreMedia Wiki

http://www.wearemedia.org/

If you remix this presentation, please add your remixed version to the wiki.

Thank you