the social media struggle for nonprofits

OK, We’re Using Social Media.

Presented to the Association of Fundraising Professionals By David Griner Luckie & Co

February 13, 2012

Now where is everybody?

First, a little about Luckie & Company

Quick facts

Founded in 1953

135 employees

Offices in Birmingham, Atlanta and San Antonio

Nonprofit clients include United Way of Central Alabama, The Virginia Samford Theatre, and the Parkinson Association of Alabama

Brands that trust us to tell their stories.

First, the good news:

This is a great time to be in social media.

The number of competing social networks has dwindled, making it easier to pick where you should focus your efforts.

No. 1:

Facebook

850 million users

3 of 4 social networking minutes in 2011 were spent on Facebook

Photo credit: Aaron Fulkerson on Flickr. Data sources: Facebook and ComScore

No. 2:

YouTube

800 million visitors a month

3 billion videos viewed a day

8 years’ worth of video uploaded every day

Photo credit: Aaron Fulkerson on Flickr. Data sources: Facebook and ComScore

No. 3:

Twitter

300 million users

Record set during 2012 Super Bowl: 12,000 Tweets per second

Photo credit: Aaron Fulkerson on Flickr. Data sources: Facebook and ComScore

No. 4:

LinkedIn

150 million users

Includes executives from all Fortune 500 companies

As the number of competing networks shrank, social media became a mainstream activity.

And if you feel like your organization is running behind on social media adoption, you’re not alone.

Meanwhile, new social networks are creating exciting new ways to reach and engage your audiences.

Now for the bad news.

It’s a very difficult time to be in social media.

The downside of social media’s popularity is that organizations have a harder time getting noticed.

You’re constantly competing for your audience’s attention against:

• Their friends • Well-funded brands • Automated apps (news, music, games, etc.) • Other nonprofits

And just as things were getting so crowded, Facebook made changes that dramatically reduced the visibility of organizations.

Source: AllFacebook.com, January 2012

An analysis by the blog AllFacebook.com found that Facebook page content is now seen by a mere 17% of fans.

Facebook, Twitter and YouTube have each launched dramatic redesigns in the past year. For organizations, each change means re-evaluating your approach to content.

Local nonprofits are often the last to adapt, leaving them vulnerable to social donation fatigue from the online proliferation of national and global causes.

Facing the new reality: How to make the most of social media

It’s easy to complain about change or wish life were easier, but that effort can be better spent.

Step 1:

Acknowledge that social media is a challenging area, one that requires focus and resources.

Step 2:

Create a strategy and a plan.

(Which are different things.)

What does a strategy provide?

• A consistent vision • Buy-in across the organization • Systems and processes • Accountability • Room for growth and interpretation

What does planning provide?

• Content relevant to the strategy • A detailed schedule for outbound messages • Realistic goals and benchmarks • Opportunities to optimize and improve • Peace of mind

Most organizations, like most people,

have no plan for what they’re going to post in social media.

Content begins with brainstorming.

• Bring in key players, but not too many • Take stock of what content you already have • What audiences are you targeting? What do they care about? Does that change seasonally? • What are potential sources for ongoing content? • How will you engage your audience instead of just talking at them?

You’ll need a system.

I recommend Google Docs because they can be easily shared, with real-time collaboration.

If you’re working from a non-shared document, make sure it’s clear who “owns” the official version and where it lives.

It helps to have two kinds of content plan:

1.  A “Global View” spanning the entire year 2.  A “Daily View” with pre-written content (or at

least topics) for each month

Social media content planning requires

constant evolution.

Changes in software and user behavior can be frustrating, but they also create new opportunities.

Successful content isn’t about tricks and tactics, though. It starts with knowing your audience and constantly adapting to their feedback.

What does this really tell us about our fans?

Questions to ask:

1.  Why are they here? 2.  Where did they come from? 3.  How much do they know about you? 4.  When are they most active? 5.  What motivates them to engage with

your organization?

Visibility comes at a premium these days.

So step up your pace.

A 2011 survey asked: How many posts in a day are too many?

Twitter:

Facebook:

Google+:

LinkedIn:

A 2011 survey asked: How many posts in a day are too many?

Twitter: 36

Facebook: 21

Google+: 16

LinkedIn: 14

Source: WhiteFire SEO: “Twitter Psychology for Marketers,” August 2011

Social media channels are simply too active for 2009-era schedules to remain effective.

Finding the balance requires experimentation, measurement and a lot of creativity.

Be willing to invest. Your time. Your effort. And yes, some money.

Ad Medium CPM Broadcast TV $10.25 Magazine $6.98 Cable TV $5.99 Newspaper $5.50 Radio $4.54 Online Banner $3.50 Outdoor $2.26 Facebook $0.15 - $0.75

Facebook is one of the most affordable advertising options in America.

The secret to Facebook ad success is the same as the secret to great day-to-day content:

Never stop experimenting.

Ask yourself these questions:

1.  Are we measuring the effectiveness of what we’re doing?

2.  If so, are we setting goals and planning ways to reach those?

3.  Are we finding ways to make each post engaging?

4.  Are there potential partnerships we haven’t thought of?

5.  Are we doing more of what works and less of what doesn’t?

Your most important priority needs to be your own enthusiasm for this technology.

Stay motivated. Stay excited. Stay curious.

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Thanks for your time. Questions? David Griner

@Griner on Twitter TheSocialPath.com

David.Griner@Luckie.com