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Does your organization have an online presence, but need to learn more about effective use of social media? Is your board struggling with roadblocks around oversight and implementation of community outreach using social media? Join BoardSource for this webinar where we will explore social media myths and learn the foundational concepts in using any social media channel. Participants will hear how to best implement social media activity through board engagement, committee involvement, hiring the best digital communications consultant, and measuring your successes.
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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 [email protected]
emilydavisconsulting.com emilydavisconsulting.com/blog
Facebook.com/emilydavisconsulting
twitter.com/AskEmilyD
linkedin.com/in/emilylariedavis
