Exposing the Mystery of Social Media Success (BoardSource, March 2014)

Exposing the Mystery of Social Media Success

Emily Davis, MNM, CGT

Emily Davis Consulting

FOLLOW THE CONVERSATION @BoardSource @AskEmilyD #SoMeStrategy #Governance #nonprofit #socialmedia #nptech

TURN ON YOUR TECH

•  Identify and respond to social media myths

•  Learn what the board’s role

is in implementation •  Understand the foundation

of social media strategy

TODAY’S OBJECTIVES

•  Position as an expert •  Connect & collaborate •  New resources & ideas •  Outreach & awareness •  Develop brand •  Low cost

WHY SOCIAL MEDIA AT ALL?

MYTH #1

“Board governance and

social media aren’t

connected.”

BOARD ENGAGEMENT

•  Understand the value… –  Understand purpose –  Provide education –  Address fears –  Include in orientation –  Use in meetings –  Use as an organizational

ambassadors

•  Provide oversight… –  Fit within strategic

priorities –  Ensure resources –  Engage committee (i.e.

marketing, fundraising) –  Social media strategy &

plan creation –  Policy development –  Assessment

MYTH #2

“Social media is for young people. We are trying to

attract board members &

donors that are older.”

THE COMMUNICATIONS EVOLUTION

Traditionalists

Postal Mail Phone calls

Boomers

Television Facebook Email

Generation X

Websites E-newsletters Email

Millenials (Gen Y)

Social Media Websites Mobile

Generation Z

???

SOCIAL MEDIA LADDER OF ENGAGEMENT

Happy bystanders

(Listen)

Spreaders (Share)

Clients (Money)

Evangelists (Ask)

Instigators (Create)

*© 2010 Beth Kanter

MYTH #3

“Social media takes way too much time to

use.”

WHAT STINKS ABOUT SOCIAL MEDIA

•  Time investment •  New communication tool •  Always changing •  Boundaries are grey

between personal & professional

•  Transparency, exposure •  Loss of control

WHAT ROCKS ABOUT SOCIAL MEDIA

•  Additional tool •  Stewardship •  Brand development •  Build relationships •  Tell your story •  Transparency •  Get feedback •  Cost effective •  Quick & easy!

MYTH #4

“Using social media exposes us to negative feedback that

we can’t control.”

SOCIAL MEDIA POLICIES

WHY

•  Insurance •  Not for the majority •  Set boundaries •  Protection for users •  Protect organization •  Professional standards •  Because you just never

know…

EXTERNAL POLICY

•  Users outside the org •  What is appropriate •  What is inappropriate •  Post publicly and regularly

on website & social media channels

•  Research examples

INTERNAL POLICY

•  Staff, board & volunteers •  More insurance •  What is in/appropriate •  Set boundaries •  Share at orientation •  Representing the org •  Provide support & ideas •  Research examples

POLICY SAMPLES

•  The Nonprofit Policy Sampler (BoardSource) –  Electronic media policy for Web 1.0

tools

•  The Nonprofit Social Media Policy Workbook (IdealWare)

•  Social Media Governance Policy Database

•  Social Media Strategy

Workbook: The 12-Step Guide to Creating Your Social Media Strategy

MYTH #5

“Our executive director can bring on a young intern to run our social

media.”

STAFFING SOCIAL MEDIA

•  Executive Director •  Support staff •  Committee members •  Marketing, social media

plan •  Trainings •  Consultant

SOCIAL MEDIA CONSULTING

•  Beware “the expert” •  Planning process •  Implementation? •  Ask questions •  Integrate into existing

plans, strategy •  Meet you where you’re at •  Have realistic expectations

THE PLANNING PROCESS

Discovery

Environmental scan Strategy sessions Target audiences Channel identification Topic areas

Documentation

Best practices Start small & slow Calendar dashboard Measurement strategies

Implementation

Staff Brand identity Content per channel Collaboration Personal/professional boundaries Adjust as needed

QUESTION TIME!

10 TIPS FOR USING SOCIAL MEDIA

1. Social media is A tool not THE tool

2. Social media is a plant

3. Add value

4. Two way street

5. Prospecting, cultivation, stewardship

6. Philanthropy’s next generation

7. It ain’t free

8. Not everyone “Diggs” social media

9. Selling social media

10. Have a plan

DIFFERENT CHANNELS, DIFFERENT RULES

Facebook LinkedIn

YouTube Vimeo

Blog Twitter Tumblr

Pinterest Del.i.cious

SOCIAL MEDIA LIFECYCLE

HAVE A GIGGLE!

RESOURCES IN PRINT

•  The Networked Nonprofit •  Measuring the Networked

Nonprofit •  The Complete Facebook Guide

for Small Nonprofits •  Twitter Jump Start: The

Complete Guide for Small Nonprofits

•  Fundraising and the Next Generation

•  The Art of Listening: Social Media Toolkit for Nonprofits

•  Social Media for Social Good: A How-Guide for Nonprofits

•  Mobile for Social Good: A How-To Fundraising Guide for Nonprofits

•  Mobilizing Youth 2.0 •  7 Tips to Avoid HIPAA

Violations in Social Media

ONLINE RESOURCES

•  Beth Kanter’s Blog •  John Haydon •  Nonprofit Tech for Good •  IdealWare •  SocialBrite •  Alltop Nonprofit •  Social Media for Nonprofits

•  Nonprofit Technology Network (NTEN)

•  4Good – Samples •  TechSoup •  Nonprofit Quarterly •  National Council for Nonprofits •  Network for Good

UNDERSTANDING SOCIAL NETWORKS

“Organiza(ons  don’t  have  to  create…  social  networks;  they  exist  all  around  us  in  a  variety  of  forms.  Networked  Nonprofits  strengthen  and  expand  these  networks  by  building  rela(onships  within  them  to  engage  and  ac(vate  them  for  their  

organiza(ons’  efforts.”    

(Fine  and  Kanter,  2010)  

Emily Davis, MNM Emily Davis Consulting

(720) 515-0581 emily@emilydavisconsulting.com

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