Social MediaTactical

Approaches andTools

Social Media and Nonprofits: Two-Day Intensive Workshop

We Are Media Project:The Social Media Starter Kit forNonprofits

Visit the WeAreMedia wiki for additionalresources and to connect with othernonprofit social media practitioners viahttp://www.wearemedia.org

Funded by the Surdna Foundation

Objectives

• Introduction to tacticalframework and tools

GenerateBuzzShare

Story

Listen

Participate

CommunityBuilding &

SocialNetworking

Tactical Approaches

Listen

Buzz

Share Your Story

Participate

Social Networks

Tactical Approaches

Listen Participate

CommunityBuilding &

SocialNetworking

GenerateBuzz

Less Time More time

10hr 15hr 20hr

ShareStory

Tactical Approaches and Tools

Listening isknowing what isbeing said onlineabout yourorganization andyour field.

A few listening tools …

• What decisions will you link yourlistening to?

• What key words will you use?

• How will share or summarizewhat you learn from listening with

others in your organization?

Listening

Key WordsAre King!

A homelessperson isn’t

someoneyou pass on

your wayinto a fancyrestaurant

Listening with Twitter Search

Twitter Search

“Stroke is a very intimidating andpersonal subject. While many strokesurvivors don’t engage in social media,at least early in their recovery, theircaregivers do reach out and share theirexperiences.” – American StrokeAssociation

Listening leads to participation

Participation

• Who is empowered to respond and inwhat circumstances?

• How will you address negativecomments or perceptions?

• What is the goal of yourparticipation?

Participation Tools

Less about tool, more abouttechnique

• They’ve paid you acompliment

• Valid client complaint

• If information isincorrect

• If you have somethingof value to offer

RespondRespond Don’t RespondDon’t Respond

• Trolls

• Competitors

• Not you

Happy Ending! Givewell uses Network for Good- nearly $70,000 raised

Sharing your story social media style …

•What content or information willbe used to update or feed thesocial media sites?

•Who will assist or support usersin remixing your message?

•If you’re aggregating content toestablish expertise, what sources?

• What skills or expertise do youneed?

Personality Blog

Specialized Content

Aggregates Content

Institutional Blog

What type of blog?

Adapted from Nina Simon: Museum 2.0 Blog

Institutional

Aggregates Content

Specialized Content

Personality

Podcasting

How will you maintain aconsistent work flow andcontent?

Who will be your .org’s voice?

Photo Sharing

How are you engaging with peopleand encouraging content creation?

Spreading Buzz

A Few Tools

• How will you “brand” your presenceon buzz sites?(Personal/Organizational)

• Who will implement and buildrelationships with influencers?

• How will you get fans to talk aboutyou to their friends?

• What actions do you want people takewhen they come in contact with yourbuzz? (Mobilize, spread, remix)

Results7,600+ unique visitors in asingle hour

More than 35,000 uniquevisitors in one day (bestever)

Digg Effect

Twitter for generating buzzand spreading charitablegiving …

Community Building andSocial Networking

CommunityBuilding &

SocialNetworking

How will your organization representitself on social networks?

Who will develop or repurposecontent?

How will it integrate with your webpresence?

What’s your engagement strategy?Who will implement?

Questions

Growth of Facebook fans sinceCommunity Manager involvement

Is that growth natural or guided?

• Fan growth by ORDER OF 10 withcampaign!

Month ending # of fans Fan growth Event

7/19/08 158 0 Started page

8/19/08 225 67 No action

9/19/08 464 239 Community Mgrbegins to postand interact

10/19/08 1023 559 Comm Mgr talkswith fans

Small GroupsExercise

• Which tactical approach isthe best match for yourorganization?

• Why?

All sources and additional material can be found onthe WeAreMedia Wiki

http://www.wearemedia.org/

If you remix this presentation,please add your remixed versionto the wiki.

Thank you