Time Suck or Smart Connections?Social Media Strategy

for Non-Profits

Denise Scatena & Arika Daniels

Founding Partners

Scatena Daniels Communications

About Us

• 25+ years experience

• Founding Partners, Scatena Daniels

Communications

• Media relations, community relations

• Marketing campaigns

• Health care, Non-profit, technology, retail, tourism,

recreation, hospitality, cable television, etc.

Agenda

• Why Social Media for Non-Profits?

• Working Smart in Social Media

• The role of the publicist and development team

• How to Get Started or Resuscitate Your Social Media Program

• Getting Organized and Delegating Responsibilities

• Questions/comments/discussion

Challenges?

• Some tools are free, but takes time to strategize and create content

• Lack of continuity in posts• Burn-out• Distraction -- “time suck”• Lack of measurable achievement• Your turn

Why Social Media For Non-Profits?

• A form of development and communications• Share stories, examples of milestones,

accomplishments and good works with broader community

• Advocate on behalf of your clients and consumers• Fundraising• Reach current and potential volunteers• Customer service and community building• You have more control of the content

Social Media is a Formof Public Relations

• PR creates and maintains awareness• Communicates news, information, and requests for help• Expert positioning of leadership• Reassures donors, volunteers that their time and financial

support is appreciated• Helps tell the organization’s story• Sets you apart from your competition -- why the public and

foundations should support your organization versus another organization

How is PR Accomplished?

• Media Relations (reporters, editors, etc.)• Community/Government Relations• Social Media Relations (Facebook, Twitter, etc.)• Special Events (activities and programs)• Video & Photos

And all of these have a social media component!

Working Smart in Social Media

• Establish social media policy• Identify key people to participate and share

content• Create a list of pre-approved topics• Create a system where information can be posted

without many hurdles of approval• Create an editorial calendar, include in

development calendar too!• Create measurable objectives

Working Smart in Social Media

• Use a scheduling program (i.e. Hootsuite)• Use a dashboard to monitor and interact across

platforms• Set a timer or alarm to focus your time each day• Identify key influencers and those you want to

cultivate to help you spread message• Identify your “voice”

Measurable Objectives

• Increase your database (by XX%)• Increase awareness• Establish and maintain relationships with media,

elected officials, and other decision-makers• Increase donations (in-kind & financial)

Getting Started

• Ensure you have buy-in from leadership• Decide on channels that are cost-effective and

are most likely to reach your target audiences• Create implementation calendar to phase-in

various channels at a steady pace• Create goals and measurable objectives to

achieve and keep on track• Create social media policy

Resuscitating Your Social Media Program

• Ensure you have buy-in from leadership• Create or revise social media policy• Decide on channels that are cost-effective and are most

likely to reach your target audiences• Delete the ones you do not want to use• Create implementation calendar to phase-in various

channels at a steady pace• Create goals and measurable objectives to achieve and

keep on track• Create template to easily gain message approval

Getting Organized

• Measurable objectives• Identify who you want to grow relationships with• Timeline• Empower staff and/or volunteers to help manage program• Safe topics list• Passwords• Scheduling program• Take photos & videos, store in central location

Social Media is Effective

• Share breaking news

• Post calls to action

• Ask supporters to donate

• Share stories, videos and photos from events

• Share stories from the field

• Share resources

• Highlight press coverage

• Interview experts, volunteers, donors and board members

• Offer local perspective to a national or regional story

Case Studies / Examples

• Senior Community Centers

• San Diego REPertory Theatre #vibratorplay

• Mama’s Kitchen #mandiego

Suggested Safe Topics

• Event announcements• Beginning of a new project, program or policy, etc.• Human interest stories• Clients overcoming adversity, etc.• Holiday-related ideas• Nutrition and health trends among clients• Lifelong learning activities and events• Volunteers and corporate donations• Cultural diversity

Great Articles / Resources

• www.pewinternet.org• www.mashable.com “charities” “non-profit”• Photo tip sheet• Video tip sheet• Message template• Safe Topics list

Questions? Let’s Discuss.

Thank you!