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A Social Media overview for Non-Profit Administrators. Originally presented March 13, 2014 at the NonProfit Communications Breakfast Series hosted by the Office of Public Affairs and the Nonprofit Executive Programs at the University of Notre Dame.
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{Social Media
for Non-Profits
#NDSM4NFP
{AudienceConversation
Why Social Media
#NDSM4NFP
2,522,000,000
#NDSM4NFP
#NDSM4NFP
975,000,000
84,000,000
243,000,000
150,000,000
70,000,000
1,000,000,000
YouTube
ExpandedRamblings.com
500 million tweets
35 million status updates
4 billion views
55 million photos
ExpandedRamblings.com#NDSM4NFP
{Benefit from Social Media
Non-Profits
#NDSM4NFP
82% use Facebook
54% use Twitter
49% use LinkedIn
42% use YouTube
#NDSM4NFPVirtual Inc.
65% use LinkedIn
81% use Twitter
501(c)(6)#NDSM4NFP
Virtual Inc.
{To be ON social media
What does it mean
#NDSM4NFP
Listen
Plan
Post
#NDSM4NFP
#NDSM4NFP
975 million people in the US
128 MILLION of them visit daily
#NDSM4NFPExpandedRamblings.com
66% of Millenials have a profile
45% of those over 65 have a profile
70% growth among those over 35 in the past 3 years
#NDSM4NFPExpandedRamblings.com
Facebook.com/pages/create
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
{Articles
#NDSM4NFP
{News
#NDSM4NFP
{Events
#NDSM4NFP
{Photos
#NDSM4NFP
{Videos
#NDSM4NFP
{Questions
#NDSM4NFP
{Crisis Communications
#NDSM4NFP
{Respond
#NDSM4NFP
{Listen
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
150 million users
70% log in daily
#NDSM4NFPExpandedRamblings.com
43% of 18-29 year olds use Instagram
18% of 30-49 year olds
#NDSM4NFPExpandedRamblings.com
{
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
243 million users
46% of use the site at least once a day
29% of users log in more than once a day.
Mediabistro.com #NDSM4NFP
Younger than Facebook:
31% of Millenials
19% of 30-49 year olds
9% of those 50-64.
Mediabistro.com #NDSM4NFP
#NDSM4NFP
#NDSM4NFP
{Search
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
http://ads.twitter.com#NDSM4NFP
Photos shared 5x more
Tell people what you want them to do
One call to action
Best Practices#NDSM4NFP
Bitly.com,; hootsuite.com#NDSM4NFP
http://ads.twitter.com#NDSM4NFP
#NDSM4NFP
84 MILLION members in the US
40% of people log on daily
#NDSM4NFPExpandedRamblings.com
80% of users are over 30
Only 13% of Millenials have profiles
#NDSM4NFPExpandedRamblings.com
#NDSM4NFP
http://www.linkedin.com/company/add/show
#NDSM4NFP
#NDSM4NFP
Post status updates
Share news
Grow your community
Stay in touch with your followers.
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
83% of users are women
Average age between 30 and 44
#NDSM4NFPExpandedRamblings.com
#NDSM4NFP
#NDSM4NFP
#NDSM4NFP
http://pinterest.com/source/news.nd.edu
#NDSM4NFP
Behind the Scenes
Create Boards
Repin and Follow Boards
Gifts and Auctions ($)
#NDSM4NFP
{YouTube
#NDSM4NFP
6 billion hours of video watched per month
#NDSM4NFPExpandedRamblings.com
83% of Generation Z (late 90s – now)
30% of the Golden Generation (1925 – 1945)
#NDSM4NFPExpandedRamblings.com
Donate Button
Call-to-Action Overlays
Annotations
Live StreamingYouTube for Nonprofits
https://www.youtube.com/nonprofits #NDSM4NFP
#NDSM4NFP
{How do you gain them?Should you advertise?
Followers
#NDSM4NFP
Use “celebrities”
Talk like a human being
Advertise your page
#NDSM4NFP
Should you pay?#NDSM4NFP
Don’t pay to promote content no one wants to see
Decide what to boost based on your Listening and Planning
#NDSM4NFP
{Who should run your accounts?
Ownership
#NDSM4NFP
Time
Tone
Trust
#NDSM4NFP
{CensorshipSocial Media Policies
Negative Comments
#NDSM4NFP
Will I be able to change this person’s mind?
#NDSM4NFP
Twitter: Not very public
Facebook/Instagram: Only remove comments if they’re highly inflammatory
YouTube: Set comments to “approved only”
Pinterest: Not many people comment
#NDSM4NFP
“The University of Notre Dame welcomes lively discussion on its Facebook page, but monitors posts to maintain community standards. Content that contains obscenity or profanity, personal attacks, commercial or sales/promotional material or anything otherwise determined to be inappropriate will be deleted by page administrators.”
Page Guidelines#NDSM4NFP
“Tweets do not represent the views of my employer”
“Use good judgment”
Specifically state what employees CANNOT do on social media
Social Media Policy#NDSM4NFP
Social Media Policy#NDSM4NFP
{PeoplePages
More information
#NDSM4NFP
Beth Kanter (@Kanter, bethkanter.org)
@Nonprofits, #SM4NFP
Nonprofits on Facebook (https://www.facebook.com/nonprofits)
Non-Profit Tips on Pinterest (http://www.pinterest.com/guidestar/social-media-tips-for-nonprofits/)
More Information#NDSM4NFP
{Glossary
Twitter.com
#NDSM4NFP
Avatar: A profile picture on Twitter
@: When a username is preceded by the @ sign, it becomes a link to a Twitter profile. Like a public instant message
@reply: A Tweet posted in reply to another user's message, usually posted by clicking the "reply" button next to their Tweet in your timeline. Always begins with @username.
DM (Direct Message): These Tweets are private between the sender and recipient
Favorite: To favorite a Tweet means to mark it as one of your favorites by clicking the yellow star on the tweet.
-This can help you bookmark content you want to read in the future, or show “love” to fans who tweet you.
#FF: stands for "Follow Friday." Twitter users often suggest who others should follow on Fridays by tweeting with the hashtag
Handle: A "Twitter handle" is the username a person has selected
Hashtag: The # symbol is used to mark keywords or topics in a Tweet. It is a searchable link to other tweets using that same term
H/T(Also seen as HT): “Hat tip” and is used to acknowledge the person who originally shared content
List: Curated groups of other Twitter users
Mention: Mentioning another user in your Tweet by including the @ sign followed directly by their username. Does not have to be at the beginning of a tweet
MT: “Modified tweet.” Placed before the retweeted text when users manually retweet a message with modifications, for example shortening a Tweet
Tweet: A 140 character message composed on Twitter
ReTweet (RT): A Tweet by another user that is forwarded to others on your own account.
- Often uses the “retweet” button on Twitter. - Sometimes takes the form of a quoted tweet or begins with RT
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