Advancing Ideas Through Social Media for Nonprofits

Social Media MarketingSearch Engine Marketing Internet Marketing ConsultingOnline Media Buying

© 2011 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487 1

Advancing Ideas Through Social MediaFor Nonprofits

By Hollis ThomasesPresident & CEO, Web Ad.vantage, Inc.

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© 2011 Web Ad.vantage | 321 N. Union Street, Havre de Grace, Maryland 21078 | p. (410) 942-0488 f. (410) 942-0487

Social Media MarketingOnline Media BuyingSearch Engine

MarketingInternet Marketing

Consulting

What is Social Media?

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• It’s not just about using Facebook…• Wikipedia defines social media as “internet and

mobile-based tools used for sharing information”• We say: content created by the masses rather than

by an industrial complex known as “the media”• The main activity on social media sites consists of

connecting with other like-minded people and/or sharing some form of content…

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Social Media vs. Social Networking

• Broad term• Social Media is a Channel• More one-way communication• Focus is on content generation

& consumption• Multiple delivery mechanisms

• More specific term• Social Networking is Engagement• More two-way communication• Focus is on building relationships

and establishing reputations• Platforms deliver the

engagement

Social Media Social Networking

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Social Media Users

Who Uses Social Media?

Citizens Government Public & Private Sector

The Community At Large

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LinkedIn Twitter• Tweets• Follow vs. Following

vs. Friends (“Tweeps”)• Mentions/@replies• DMs• Shortened URL• Hashtags• Tweetups

Facebook

Blogging• Blog vs. Blogging vs.

Blog Post• RSS Feed• Comments• Social Bookmarks

• Network• Connections• Recommendation• Groups

• Likes• Friends vs. Like(rs)• Profile vs. Page• Status Update• Apps & Games

YouTube• Channel• Views• Spotlight Videos• Promoted Videos• Featured Videos

Social Media Has Its Own Vernacular

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Let’s see Social Media in action…

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User Generated Content

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Crowdsourcing

I can help!

What do you need?

What can I do?

I’mavailable.

What #ceoelearn

project?

Sure, b

e gla

d

to.

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Social Media ~ Word of Mouth 2.0

Ratings, Reviews, Recommendations, Opinions, Criticisms

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Social Media Channels

Let’s see some examples…

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Social Networks

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Blogs

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Multimedia Hosting/Streaming Sites

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Comments

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Reviews

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Social Bookmarking & Sharing

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Content & Q/A Sites

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Forums & Chat

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Mobile + Social

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How & Why Ideas Spread

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How Ideas Spread

How a Great Idea is BornAddress a real need to a real problem

Understand your audience’s mindset

Tap into people’s passions & dreams

Improve upon an existing idea

It’s something

unique or different

It’s something

realistic &

achievable

Has a clear purpose that won’t be lost in execution

Think divergently

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How Ideas Spread

• News/media outlets• Original content– e.g. user generated content

• Content permutations– Memes

• RSS feeds• Search and aggregation tools

Where People Go Online for Information

Plagiarism

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How Ideas Spread

Key Influencers

Flow of Information

Flow of Information

• Re-tweets• Re-blogs• Likes• Thumbs/Votes Up• Pingbacks• Comments• Shares• Responses• Forwards

Reactions

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How Ideas Spread

What Makes an Idea Spread?A few reasons why people pass things on:• It is helpful or informative information• People like to feel “in the know” and alert

others to what they discover• People care about the outcome and want to

contribute toward that end, by enlisting others• It’s something people agree with and might

have difficulty expressing on their own• It is beneficial in some way to those who

share it• People feel they’ll appear out-of-touch if

they don’t!

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Social Media Benefits/Ills

• It’s “free”• Everyone has ideas they want to express; you just have to

tap into them• Tangible metrics show you what works and what doesn’t

• It’s one-on-one; makes organizations more approachable than through traditional media• It’s happening whether you’re a part of it or not,

so pay attention!• Strength in numbers; hundreds of millions of

people are using it• Transparency• Ease of reaching people (new, old, powerful)

Benefits/Pros

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Social Media Benefits/Ills

• Must overcome learning curves to new, constantly evolving form of communication

• Care & feeding isn’t free• Loss of productivity; time “wasters”• Subject to group-think

– Repression of critical thinking/individuality– Pressure to conform?

• Can lead to the “dumbing down” of ideas• Disintermediation of human face-to-face contact

– What’s the long-term impact of this on society?• Potential for pitfalls: very public blunders, technical

problems, etc.

Ills/Cons

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How real organizations are using social media…

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Uses of Social Media

Raise Awareness/Branding

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Community Service

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Build Relationships

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Staff/Volunteer Recruitment

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Thought Leadership

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Change Attitudes

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Create Evangelists

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Advocacy & Action

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Solicit Donations

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Manage Crises

MIA

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Best Practices

• Establish Goals• Don’t just put it on “autopilot”• Don’t expect it to be a one-way street

– Give before you get– Don’t be overly commercial

• Use tools to help build relationships, manage accounts (efficiency & productivity), and enhance your content…

• Improve your Friends/Followers/Connections’ experience• Where appropriate, integrate across platforms• Monitor, LISTEN, and engage

Common Social Media Best Practices

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General Social Media Resources

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Thank You!

My Book: Twitter Marketing: An Hour a Day• Available at Amazon.com,

Barnes & Noble, and Borders• Book’s website: Why140.com• Book hashtag: #TMHAD

How To Reach Me:e. [email protected] p. (410) 942-0488

@hollisthomasesfacebook.com/hollisthomaseslinkedin.com/in/hollisthomases

mailto:[email protected]

Technology

Advancing Ideas Through Social Media for Nonprofits