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Kaitlin LaCasse, Idealware’s Communications and Social Media Specialist, presentation on how nonprofits can use social media. From Social Media Breakfast Maine.
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Considering Social Media for Your Organization
October 2009
What I’ll Cover
• What is social media?
• How does social media fit in?
• What should you think about?
What is Social Media?
It’s Online Media…
Words
Messages
Images Video
That Socializes
It starts conversations…
…travels…
…is shared…
….multiplies
It’s a Class of Tools and Techniques
And more!
Online communiti
es
Blogs Social networking
sites
Distributed fundraising
Contributed content
Viral videos
Traditional Methods, Moved Online
Community roundtable
Press outreach
Walk-a-thon
Yard signs
PR Event/ Stunt
Online community participation
Blogger outreach
Distributed fundraising
Website Badges
Viral Video
How Does it Fit In?
As Part of an Overall Communications Strategy
Start with the Fundamentals
No marketing technique will work without…
A compelling story
And an understanding of your audience
Clear goals
Take Advantage of the Network Effect
• What channels and mediums are your audience using?
• What will inspire them to follow your org there?
• What will then help them tell their network?
Interesting content feeds the network effect
What Should You Think About?
Is Your Tech Infrastructure in Order ?
Most social media tactics have less bang-for-the-buck than core infrastructure like networks, websites, and email
Effective and function computers and networks
At least a basic website presence
Well thought out email strategy
Enlist people in spreading the word/ creating content
Basic Outreach (SEO, bloggers)
Listen to Online Communities
How Much Time Do You Have?
Don’t underestimate the amount of time it takes to successfully engage in a conversation. Factor in, per week:
These are wild guesstimates
Write your own blog
4-6 hrs+
Manage a blog written by
volunteers
2-4 hrs+ Oversee a large online
community or wiki
20 hrs+
Manage an active social
networking site presence
2-4 hrs +
Listen and participate in
existing communities
1-2 hrs+
What Skills are Available?
Do you already have great videos? A staff of professional researchers? Deeply committed volunteers?
Build from your strengths
http://blogs.consumerreports.org/safety/
What Is Your Staff Using Already?
Starting with something that you have personal experience with can be a big help
What Will Energize Your Supporters?
It’s unlikely your supporters are just dying for another social networking group, blog, or online video
Social media tactics won’t work without passionate advocates
Are You Able to Loosen the Reins?
When people start talking, sometimes it doesn’t come out the way you’d like
But their energy is often helpful regardless
BLEEP!
What is Your Organizational Voice?
Irrelevant On mission and interesting
PR message points
Human and engaging
Spam
Trivialities
News feed
Social outreach
How Will You Coordinate Communications?
How can you coordinate across different sites and mediums?
Define the goalThink through the audience for each venue
Tailor the message
What are you trying to accomplish?
Why are they there? What will resonate?
What will best achieve your goals?
Don’t just spam the same message through every medium.
Find Idealware
• www.idealware.org
• www.facebook.com/idealware
• www.twitter.com/idealware