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Maximizing Social Media Effectiveness for Hospice
Organizations
Laura Deaton
What Social Media is Good For
– Extending existing marketing and communications strategy.– Bringing up-to-date and accurate information to where
people are already spending time– Listening to what audiences have to say.– Building partnerships. – Learning from colleagues. – Having a two-way conversation and supporting peer-
generated content.
Excerpt from: Aids.gov
Opportunity – Local/Regional Reach
• Great way to reach people in local or regional areas.
• Most Florida Hospice orgs are community-based.
• Especially important if other business is involved like Thrift Shop.
Opportunity – Website Synergy• Most Florida Hospice orgs
have websites (some don’t!)
• Some part of parent orgs with site but no separate presence for the Hospice.
Flickr:bull3t
• Usually very static content or have a dedicated Webmaster or technical volunteer to keep updated.
• Social Media - No technology expertise requ’d once set up.
Opportunity – Interconnection
• You don’t have to do it alone. • Leverage the power of many.• Turn your Board, staff, and volunteers (and even
donors) into social media evangelists.
Source: http://socialreporter.com
/?p=516
Opportunity – Creative Re-Use
• Photos/Videos• Press Releases/Event Invites• Brochures/PDF documents/Presentations• Anything you can think of!
Best fit is 30-49 age group. Interested in:•Whether or not a nonprofit is successfully
making an impact (75%)• Learning about organizations that are actively
working on issues and causes they care about (62%)• Success stories and updates on the progress
of the nonprofits they support (54%)
Opportunity – Friend Raising and Fund Raising
11 Common Fears1. We won’t have control over the conversation.2. Our company has to worry about privacy.3. Our demographic isn’t online.4. Our users won’t connect with us.5. What if we fail?6. We fear spending to much time without results.7. What if people criticize us?8. I don’t trust my staff to handle our social media.9. We don’t have a budget for social media.10. We don’t have enough staff for a social media campaign.11. I don’t know where to start.
Source: Lani Rosales, New Media Labhttp://nmlab.com/blog/11-social-media-fears-and-overcoming-them-now
We’re going to focus specifically on:
OVERARCHING PRINCIPLES
To maximize…
• Always cross-promote.• Focus on creating two-way conversations.• Use the tools to “marry” yourself to your
community to reach folks that you might not otherwise reach.
• Be personal and personable. Real-time conversation is “conversational.”
• Carve out specific time.
TWITTER TIPS
Socialnomics re: Twitter http://w
ww
.youtube.com/w
atch?v=sIFYPQjYhv8
TALK ABOUT EVERYTHING YOUR HOSPICE IS DOING
Twitter Tips
Kansas City Hospice -TwitterSource: htt
p://twitt
er.com/kchospice
TWEET YOUR DASHBOARDTwitter Tips
Fundraising Dashboard
Volunteer Recruiting Dashboard
Dashboard Updateshtt
p://twitt
er.com/sfh
uk
FOLLOW, LEARN & SHARETwitter Tips
San Diego Hospice - Twitterhtt
p://twitt
er.com/SanD
iegoHospice
THANK, THANK, THANKTwitter Tips
San Diego Hospice - More
ADD COOL TWITTER BACKGROUNDS
Twitter Tips
Severn Hospice (Wales) - Twitterhtt
p://twitt
er.com/severnhospice
Hospice of the Comforter (FL) - Twitterhtt
p://twitt
er.com/H
ospiceComfortr
MECHANICSTwitter Tips
How to start Tweeting
• Read this: http://econsultancy.com/blog/3780-a-20-step-starters-guide-to-using-twitter-efficiently
• Create a free account on Twitter. Name important; short and unique.
• Decide if you’re going to Tweet as a person or a business.
• Upload a picture or logo and bio.• Start following people and organizations.
Cont’d Twitter Use
• Tweet at least a few times a week, building to a few times a day.
• Follow people who follow you (check for spam)• Re-tweet good posts from others.• Use #hashtags like #ABChospice• Link with website, Facebook, blog• Scheduled tweets via Twitter Apps like Hootsuite
or Twaitter.• Build and share Twitter lists.
Socialnomics re: Facebook http://w
ww
.youtube.com/w
atch?v=sIFYPQjYhv8
THE WALLFacebook Tips
San Diego Hospice – FB Wall
Ashgate Hospice (UK) – FB Wall
Niagara Hospice (NY) – FB Wall
Niagara Hospice – FB Wall
Niagara Hospice – FB Wall
Rainbow Hospice – Info Tab
San Diego Hospice – Blog Tab
Integrating Video - FB
Integrating Video-FB
Integrating Events - Facebook
Rainbow Hospice (IL) - Events
Rainbow Hospice - Events on Wall
Niagara Hospice Facebook Events
Detailed Event View
Rainbow – FB Support Tab
Rainbow – FB Twitter Integration
Facebook Causes
MECHANICSFacebook Tips
Getting Started On Facebook
• Set up an individual administrator account to link to.
• Read Beth Kanter’s blog and all links: http://beth.typepad.com/beths_blog/2009/05/so-you-want-a-facebook-fan-page-.html
• Become a fan of this: http://www.facebook.com/nonprofits
YOUTUBE TIPS
Socialnomics re: YouTube http://w
ww
.youtube.com/w
atch?v=sIFYPQjYhv8
YouTube for Nonprofits
• charity:water raised $10,000 in one day
• Includes donate button, call-to-action overlay, channel listings, ability to request volunteer film-making support
• Film school?
http://www.youtube.com/nonprofits
YouTube Searchhtt
p://ww
w.youtube.com
/watch?
v=sfL0IxLGcu4
YouTube Stats
YouTube Stats
YouTube Comments
More Hospice Videoshtt
p://ww
w.youtube.com
/watch?
v=qZ2iA6kXovY&feature=related
More Hospice Videoshtt
p://ww
w.youtube.com
/watch?
v=nB8gMZQ
oNaQ
More Hospice Videos
Video Series in Parts
You Tube Channel
YouTube Channel
MECHANICSYou Tube Tips
Getting Started on YouTube
• Open an account.• Read this:
http://www.frogloop.com/care2blog/2008/7/14/insiders-guide-to-video-and-youtube-for-nonprofits.html
• Start shooting!
BRINGING IT HOME - INTEGRATION
Publicize on Your Website/Bloghtt
p://ww
w.sah.org.uk/how
-to-help/follow-us-
on-facebook-and-twitt
er
WIIFM
Imbedhtt
p://ww
w.cahpc.org/com
munity-
conversation.htm
Social Bookmarks
BRINGING IT HOME - EVANGELIZING
Employees/Volunteers
• Ask them to tweet regularly about your org. Mobile workers can download Twitter and Facebook Apps for their phones/Blackberrys
• Create a policy that encourages Tweeting and posting to your Facebook pages – Give great examples of the kinds of posts that you’d like to see.
• Day-in-the-life videos.
Board Members (for NPs)
• Get your CEO and senior staff to set the example.
• Ask your Board members to Tweet or comment on their own Facebook pages about their activities with your Hospice and link to your stuff.
• Post or link to your Board meeting calendars, summaries and/or minutes.
Families and Public
• Include social media links in any hard copy documents/brochures.
• Tell them that your info and links to your brochures are on your Facebook page and that it is a great way to get a “real-time” feel for the work of the Hospice.
• If you have retail, run Friend-only or Fan-only discounts.
A FEW MORE RESOURCES
Planning and Eval
• From Jayne Cravens: Evaluating Online Activities: Online Action Should Create & Support Offline Action– http://www.coyotecommunications.com/culture
/online2offline.shtml• From Joanne Fritz on About.com: 12 Tips for
Nonprofits on Getting Started with Social Media– http://nonprofit.about.com/od/socialmedia/tp/Ti
psstartsocialnetworking.htm
Nonprofit Social Media Bloggers
• Beth Kanter’s Blog:– http://beth.typepad.com/
• John Haydon’ Blog:– http://johnhaydon.com/
• Heather Mansfield at change.org: – http://nonprofits.change.org/
Guidelineshtt
p://sncr.org/bestpractices/
How to Reach Me• Laura Deaton, Full Glass Consulting• Phone, Fax and Mobile: 888-784-3433• Twitter: http://twitter.com/deatweets (personal),
http://twitter.com/3rdSect (professional)• On the Web: http://www.FullGlassConsulting.com• http://www.ThirdSectorConnector.org• On LinkedIn: http://www.linkedin.com/in/lauradeaton• On Facebook:
http://www.facebook.com/ThirdSectorConnector• Email: laura.deaton@fullglassconsulting.com
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