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Presentation prepared for NSSR on June 5, 2009. More info and further reading: http://www.deannazandt.com/presentations/nssr/
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Social Media for Organizations
Deanna ZandtJune 4, 2009
http://deannazandt.com/
Moments in communication history
History needs you
But what is social media?
The old way….
But what is social media?
The new way….
Why did this change?
• Original intention of the web: Read/write web
• Expectations of users have shifted– Grazers of information– Creators/collaborators of
content
What does this mean for my org?
• Consistent with our values of empowerment, community– open, participatory,
democratic, and accountable• Create loyalty and
community by connecting• True value: 2% of 10,000 on
a list versus 200 dedicated followers/friends
Social capital
connections
reputation
influence
access to ideas and talent
“potential” access to further resources
the saved up
accomplishments
access to resources
Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/
Authenticity is key
• Your org has a unique voice and presence; be yourself
• Tremendous value is placed on the “gift economy;” one-way streets go nowhere
So how do I…?
• What’s everyone else up to on Facebook?• According to Non Profit Social Network Survey,
80% of respondents have a staff person dedicating 25% of their time to social media
• 40% have raised money, BUT: a good chunk have raised less than $500 in last year
• It's still all about building relationships, telling your story, and taking potential donors through the process of cultivation, stewardship and solicitation(Betsy Harman, http://is.gd/Odkj)
• Groups versus Pages– Groups are good for
personal communications, or smaller issue/action needs
– Pages are good for larger organizations, brand identities
• Causes!– Help spread the word– Measure success
through awareness, not dollars
– Majority of Facebookers are younger still
– Build an identity
Credit: Beth Kanter and Allison Finehttp://is.gd/Odkj
• Get the word out, sure, BUT…
• Get buy-in or advice on new projects
• Share others’ info relevant to your work
• Find like-minded folk• Connect with media
Blogging
• What's the purpose of your organization's blog?
• And your organizational web site isn't enough because ...?
• Who will write for the blog?• What is the voice?• How often will you post?• What happens if something
controversial comes up, how does your blog react?
Credit: Beth Kanter . http://is.gd/OeIY
To sum up
• Don’t reinvent the wheel• Focus on organization’s goals, not tech• Be open to collaborating with your users, but
you don’t have to sacrifice your overall editorial control or voice
• Experiment with your users, have fun
the end!
Deanna Zandt, http://deannazandt.com/aboutFurther reading:
http://www.deannazandt.com/presentations/nssr