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Presented at the 2012 Volunteer Administrator Network conference, this presentation covers ways volunteer coordinators and managers can boost their communication efforts and help build community through the use of social media.
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Volunteers & Social Media: Boost Communication & Build
Community
VAN Conference June 2012
NPower Northwest
• Vision
A thriving community with high performing nonprofits.
• Mission
To strengthen the nonprofit sector by catalyzing innovation and driving adoption of technology solutions.
Website: www.npowernw.org Facebook: www.facebook.com/npowernw
Twitter: @npowernw
Introductions
Elissa Thomas, Stephen Eggers, Abby Nafziger HandsOn Tech AmeriCorp VISTA Serving at NPower Northwest [email protected]
Road Map
Social Media
• Some numbers and a brief overview
• Choosing a focus
6 Tips for Better Engagement
3 Steps to Measure ROE
Q & A
Social Media: Some numbers
2012 Nonprofit Social Networking Report
% of Nonprofits using Facebook, Twitter, LinkedIn and Myspace
Download the full report
Facebook and Twitter Frequency of Use
Source: Pew Research Center
% of users who use the site at least once a day 52%
% of users who use the site at least once a week 84%
% of users who use the site at least once a day
% of users who use the site at least once a week 48%
33%
Social Media: A brief overview
Expectations Management
“Our limitations and success will be based, most often, on your own expectations for ourselves. What the mind dwells upon, the body acts upon.” Denise Waitly
Photo by KayVee.INC
Re-Define Success
It's about the Quality, not the Quantity
100 fans who aren't engaged
10 fans who take action
Vs
Build Relationships
Remember “Social” comes before “Media” for a reason • Don’t connect only when you need
something • Be deliberate about creating relationships • Respond when others reach out
Social Media Reflects Mission
Offline goals
should =
Online goals
Social Media: Choosing a Focus
Possible Focuses
• Storytelling • Information Hub • Community Building
All 3 are important parts of a complete social media strategy, figure out your percentage
Storytelling Nonprofit Case Study
• Personalized • Strong focus on
creating good content (pictures, blog posts, videos, etc)
• Day-in-the-life
Other Orgs to Watch: • Operation Homefront • Big Cat Rescue
Information Nonprofit Hub Case Studies
Other Orgs to Watch: • GLAAD • Grist
• Trusted source for info about specific topics
• Connected to similar orgs
Community Building Case Study
Watch the full video here
Other Orgs to Watch: • 350.org • Goodwill Industries
• Emphasis on call to action
• Focused on building relationships with individuals
6 Tactics for Facebook and Twitter:
Boost Communication and Build Community
6 Tactics for better engagement
1. Make it easy to help 2. Ask questions and elicit response 3. Acknowledge, Acknowledge, Acknowledge 4. Be responsive 5. Be human 6. Make or Share Interesting Content
1. Make it easy to help
• Post volunteer openings • Encourage sharing
2. Ask questions / Elicit feedback
3. Acknowledge, Acknowledge, etc
3. Acknowledge, Acknowledge, etc
• Thank individuals
• Get creative
3. Acknowledge, Acknowledge, etc
• Show impact • Connect back to
volunteers
4. Be Responsive
• Customer Service matters
• People love recognition
4. Be Responsive
• Build relationships • But don't be
spammy
5. Be Human
• Don’t be afraid to admit mistakes
• Or show your goofy side
6. Share interesting content
Content Creator
Where Seattle Tilth Saw it
Stats on Seattle Tilth’s specific post
6. Make Interesting Content
• Tap into current trends
• Make connections back to your mission
3 Steps to Measure Return on
Engagement
1. Choose the forms of measurement
• Participation (Comments, Shares, Likes)
• Authority (Links from others, Website traffic from other sources)
• Influence (Requests to re-post / guest post)
• Sentiment (General tone of user-generated content)
2. Get some tools
• Google Analytics
• HootSuite (Twitter)
• SocialBro (Twitter)
• Facebook Insights
3. Make SMART goals
S - Specific M - Measurable A - Aligned R - Realistic T - Timely Bad Example - My nonprofit will get better at social media Better Example - In 6 months, my nonprofit will gain 2 new volunteer after school tutors through Facebook.
Thank You
Abby Nafziger, Elissa Thomas and Stephen Eggers
AmeriCorps VISTAs
NPower Northwest
Website: www.npowernw.org
Facebook: www.facebook.com/npowernw
Twitter: @npowernw
