social media for nonprofits conference - foundation course 2016, dr. marcus messner
TRANSCRIPT
Foundation Course“Social Media for Nonprofits”
Dr. Marcus Messner@marcusmessner
About me
www.marcusmessner.com
Agenda
Overview of Major Platforms
Dos and Don’ts for Facebook, Twitter, Instagram …
Pro Bono Resources
Questions
Social Media and Nonprofits
Overview of Major Platforms
FacebookInstagramTwitterPinterestSnapchatYouTubeGoogle+TumblrLinkedIn
66% access social media via mobile device
Overview of Major Platforms
Overview of Major Platforms
• 1.6 billion active users
• 800 million use it daily
• Every 60 seconds: • 300,000 statuses updated
• 140,000 photos uploaded
Three types of Facebook platforms:
- Personal profile: limited to number of friends, friend requests- Business or organization page: posts are public, no limits to number of likes, public “face”- Community group: privacy settings available, flexible settings, communication within a group
Facebook Profile
Facebook Page
Facebook Group
• Be conversational, talk to people• Post regularly• ALWAYS respond (well, almost…)• NEVER remove (well, almost…)• Use photos (videos) … many• Post useful information, not just marketing• Call for action (sign petition, share post)• Be strategic with fundraising posts
Facebook Best Practices
Facebook Examples
Facebook Examples
Facebook Challenges
• 305 million active users worldwide• 1 billion registered users (almost half
never sent a tweet)• 500 million tweets a day• 6,000 tweets per second• 80% of users tweet from their phones
• 140 characters (but really only 120)• # (hashtag) as a way to organize
information• @ used for direct reply or mention• RT retweet used to post someone’s
message• DM is a direct message in private • bit.ly or ow.ly are URL shorteners, which
allow to condense web addresses
Twitter Tools
• Participate in conversations: ask questions and respond
• Use direct replies, mentions, hashtags• Retweet other tweets• Provide and share information• Connect with current events• Use photos• Inspirational quotes• BUT: there is no one-size-fits-all
Twitter Best Practices
Twitter Examples
Twitter Examples
• Only promotes your own events• Automatic posts from Facebook• Too personal• Plain inappropriate• Lacks relevance• Forgot to turn off auto-tweet• Talking at people, not to them
What makes a bad tweet?
Dangers of Automated Tweets
Latest Twitter Trend: Periscope
• Easier to elicit emotion with a visual story on social media
• Visuals are processed faster and remembered longer
• Most visual apps: easy to use on smartphones: great for in the field
• They are popular – by publics• Many nonprofits are not using them yet – or
using them much
Why Use Visuals on Social Media?
• Easy way to include visuals via mobile• Photos and filters• 400 million, owned by Facebook• Simple posting to Facebook, Twitter, Tumblr,
Flickr• Use of hashtags • Both photos and videos
Instagram Examples
Instagram Examples
• Popular social media platform in U.S.• 31% of adult internet users• 85% women, 15% men• 42% of online women, 13% of online men• Popular among younger users, but 11-pt
increase in 50 and older• Used by nonprofit organizations for public
education, fundraising, public relations• Used by publics for conversations, spreading
information, social support, venting
Three engagement levels: repins, likes, comments
Three components: image, caption, linked website
Pinterest Examples
• More than 1 billion unique visitors each month• Over 6 billion hours of video watched each month• Video an activity that captures the spirit of your
nonprofit• Provide links• Use slideshows with music if video footage is
scarce• Measure ROI/effectiveness by measuring the # of
views and comments• Use “Insight,” a free measurement tool on
YouTube, to measure HOW people are finding the content
YouTube
YouTube Example
• Owned by Yahoo!• 250 million users• Easy input for seven types of content: text,
photo, quote, link, chat, audio, video.• Easy sharing• Demographics• Highly customizable
Tumblr
Tumblr Example
Other Platforms to Consider
Need help to get started?
www.marcusmessner.com
VCU Social Media Institute
Pro Bono Resources
Nonprofit App ContestNS804 Apps has partnered with ConnectVA & Commonwealth PR to offer the development of a mobile app, free of charge, to one local nonprofit – including conception, development and marketing of the app. The pro bono value of this Contest is worth $100k - $150k and all you need to do is enter a simple 1 to 3 minute video explaining your mission, goals and how this technology could increase your impact! Details will be released next week, make sure you’re registered on connectva.org to receive Daily and Weekly Updates with more information!
Pro Bono Resources
