Social Media and NEFEndless Possibilities

Fran Stephenson

Step In CommunicationNorthside Parent

Where is your Organization in Social Media?

• Facebook/Twitter• Flickr ~ Picasa ~ Snapfish• YouTube• Podcasting• Foursquare/Gowalla• LinkedIN ~ SlideShare • ITunes• Groupon • Digg ~ Delicious

96 percent of teens use social networking tools. (NSBA, Aug 2007).

Facebook is #2 most visited site on the Internet….after Google.

44% of social sharing on Web is driven by Facebook

Age groups 25-54 represent HALF of all new Facebook users in the past year.

Who is using Social Media?

Why Should Your Foundation Get Started In Social Media?

Why…..

Leverage goodwill Share knowledge base Thought leadership De-mystify processes Showcase a culture Engagement with new stakeholders

◦ Young donors! Create relationships with existing

stakeholders

More Reasons Why…

• Resolve service issues • Create awareness of new products/services• Updated information on an issue • Explain stuff• Engage a community• Share common interests• Manage a crisis• Sets the stage for new fundraising initiatives

More Reasons Why…

It’s not just for kids anymore The nature of the tech is

changing way youth and teens communicate

As technology becomes more sophisticated, your org will be current

The Issues…..

Child Safety Privacy? The IT Department and “Cyber Security” Loss of Message Control Crisis Communications Staffing Training Sustainability ROI

…..are there others?

Some Examples From the World of Schools

What’s Next?

Set objectives for your plan Create guardrails or guidelines Establish listening posts/monitoring Become an informed advocate Look for resources in unusual places Build your profile Create sustainability Create two-way conversations Analyze and measure against objectives

The Conversation Prism

Source: http://www.briansolis.com/2009/03/conversation-prism-v20/

ObserveListenParticipateEngageGive/GetEvaluateLather, Rinse, Repeat

•Thinking that social media is something you can set up once and forget

•Expecting the results to be immediate

• Being too commercial, too cold, and too conservative

• Expecting too much from your followers

Four Mistakes

Source: http://socialmediaschools.com/4-major-mistakes-your-school-might-be-making-with-social-media-and-what-you-can-do-about-it/2009/08/

Other Pitfalls Don’t expect overnight success Start-up costs = time investment Social Media is NOT a silver bullet Integrate, integrate, integrate Shifting sand technology

Some Tips

Don’t be afraid of negativity Start with the goal, not the tool Embrace niche communities Empower people to speak for school or

organization Give to get. Listen

Some Tips

Share your expertise. Focused communities can get in-depth

Share your opinion Communicate regularly Be brief Link to resources and other experts Respond to questions and comments Find a balance bet. Seeding conversations

and letting the community lead.

Parting Thoughts

Think IntegrationThink Mobile Think Niche Envision Success

Cluetrain Manifesto◦ www.cluetrain.com

Naked Conversations◦ Robert Scoble and Shel Israel

New Rules of Marketing and PR◦ David Meerman Scott

Twitter Power o Joel Comm

Things to Read

Now is Gone◦ Geoff Livingston

Groundswell◦ Charlene Li and Josh Bernoff

Personality Not Included ◦ Rohit Bagarva

The Secrets of Social Media Marketingo Paul Gillen

Things to Read

E-Mail:◦ franstep09@gmail.com

Twitter: fransteps Find me on:

◦ Facebook ◦ LinkedIn◦ Foursquare

Connect with Me!

http://delicious.com/franstep◦ Search for “schools” “nonprofit” “alumni”

http://delicious.com/prsanantonio On Twitter: @prsa_sa Also:

◦ @vedo (Richie Escovedo, Mansfield ISD)◦ @wfryer (OK Educator/Blogger)

TSPRA new blog!

Other Resources

Questions?

Thank you!