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Today there is a growing trend for nonprofits to use social media to grow and maintain

relationships. I know this is not the first time you have heard about social media, such as

Facebook and Twitter.

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How many of you recognize these icons??

Facebook - Facebook is a popular free social networking website that allows registered

users to create profiles, upload photos and video, send messages and keep in touch with

friends and family.

Linked In - LinkedIn is a social networking site designed specifically for the business

community. The goal of the site is to allow registered members to establish and document

networks of people they know and trust professionally.

Pinterest - Pinterest's goal is to connect "people all over the world based on shared tastes

and interests."

Instagram - Instagram is a photo sharing site, but it is more social that sites like Flickr which

is main just a photo storage repository. You can also add cool filters and effects to your

photos.

You Tube - How many of you have watched a video on your tube? Have any of you ever

made and posted a video to you tube?

Videos do not have to be extravagant and there are lots of resources that can help you

make a simple and effective you tube video.

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YouTube also has features for its nonprofit users. In addition to increased upload capacity

and a Call to Action overlay feature, you can drive fundraising with Google Checkout, stream

content live, and increase your visibility on the YouTube Nonprofit videos page.

Twitter - Twitter is a free social networking microblogging service that allows registered

members to broadcast short posts called tweets.

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The key to all of this is using the right content and platform for your organization to engage

your audience, inform them about your mission, and build a relationship. Part of this

means sharing content that encourages them to act. You will see the actions in shares,

likes, repins, etc. Great content and experiences make people feel connected to an

organization and when these connections happen on social media what used to be one-to-

one conversations turn into visible endorsements for a nonprofit.

One of the key things to remember when using social media is that you want to create a

dialogue, not a monologue. If your content is not current or engaging, people will not pay

attention.

Also remember if you are using photos - Make sure you use good photos. A poor image

can do more harm than no content and can give a negative impression of the agency.

What kind of content is engaging?

Photos

Inspirational – get audience thinking about what they can do – quotes,

photos, etc.

Asking a question

Humor – related or sometimes unrelated content

This is an example of a post on Agewise Connection’s Facebook page. It is inspirational, has

a great picture, and asks a question.

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Before you begin with social media there are things you should consider. Don’t just jump

into the world of social media b/c everyone else is doing it. Think it through and develop a

plan.

What are your goals? What are you trying to accomplish with social media?

Possible Goals could be:

• To educate the community about the issues, resources, and

• To promote your organization

• To recruit volunteers

Can you think of some other goals? By answering these questions it may help you decide

what platforms to use and what to share.

What are your agency’s policies around accessing social media platforms?

Who is going to manage it?

The goal of social media is be relevant and of the moment. In order to accomplish this,

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there has be a level of trust of the person posting by agency leadership.

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I do not believe social media is a platform to provide one on one information and referral.

There is no way to ensure confidentiality and provide detailed information. I do however

believe it a great way to provide greater education, information, share upcoming events,

and spread the message of positive aging. This is the how ARC has used social media. We

have primarily chosen to use Facebook for our social media outreach. I will post

inspirational stories like the one I showed you earlier to foster a positive image of aging. I

will also use it as an opportunity to let the community know about important issues and

then refer them to the appropriate resource. For example, I will post several reminders or

stories about open enrollment for Medicare and then direct them to GerogiaCares, our

SHIcP hotline, or medicare.gov. I will also use Facebook to promote upcoming events such

as Older Americans Month or a public hearing.

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