Governance: What's Social Media Got To Do With It?

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GOVERNANCE: WHAT’S SOCIAL MEDIA GOT TO DO WITH IT?

Emily Davis, MNM, CGT Emily Davis Consulting September 26, 2014

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@MinesAlumni @AskEmilyD #governance #socialmedia

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A LITTLE ABOUT ME

A LITTLE ABOUT YOU…

30 seconds or less

Name & Title

1 Question for Today Governance

OR social media buzz

TODAY’S AGENDA

•  Making the case for social media

•  Board member engagement

•  Importance of policies

BOARD ROLES & RESPONSIBILITIES

Set organizational

direction

Provide oversight

Ensure necessary resources

UNDERSTANDING SOCIAL NETWORKS

“Organizations don’t have to create… social networks; they exist all

around us in a variety of forms. Networked Nonprofits strengthen and expand these networks by

building relationships within them to engage and activate them for their

organizations’ efforts.”

(Fine and Kanter, 2010)

WHAT STINKS ABOUT SOCIAL MEDIA?

WHAT ROCKS ABOUT SOCIAL MEDIA

SOCIAL MEDIA LIFECYCLE

CHARACTERISTICS AREAS OF IMPROVEMENT

FIRST STEPS

•  Not using social media consistently

•  Resistant to change •  Struggle with control

•  Need basic marketing plan (i.e. branding, print materials, online outreach, etc.)

•  Leadership-driven change in culture to adopt online engagement

1.  Develop communications strategy (audience, goals & objectives, etc.)

2.  Listen & develop online presences

3.  Leadership initiated discussion about engagement

* The Networked Nonprofit, 2010

CHARACTERISTICS AREAS OF IMPROVEMENT FIRST STEPS

•  Using 1 or more social media platforms, but not consistently

•  Online presence connected to marketing goals

•  Learn & use best practices •  Focus on 1 – 2 social media

platforms •  Need to link to campaign,

program(s), objective(s) •  Need to link goals, objectives,

and activities •  Need to identify audiences •  Collect data for measurement

1.  Low-risk pilot program to demonstrate ROI

2.  Build implementation capacity internally

3.  Create/revise social media policy

4.  Integrate and document measurement data

CHARACTERISTICS AREAS OF IMPROVEMENT

FIRST STEPS

•  Strategic use of multiple social media tools

•  Part time or full time staff for digital communications

•  Board using social media in governance

•  Social media usage integrated throughout org

•  Has developed relationships & technology integration

•  Need more sophisticated measurement tools

•  Find ways to increase involvement from staff across the organization

1.  Social media staff trains & coaches other org staff

2.  Research more sophisticated measurement data, tools, and processes

3.  Evaluate, revise strategies 4.  Share success stories with

other orgs

CHARACTERISTICS

•  Embracing culture of learning •  Use social media data to help the leadership guide decisions •  Demonstrate clear and compelling results •  Networked with other organizations showing similar success •  Internalized social media communication best practices including:

o  Strategy o  Implementation o  Integration o  Evaluation

BOARD ENGAGEMENT

Understand the Value •  Provide education •  Address fears •  Understand purpose •  Address in orientation •  Use in board meetings •  Use outside of

meetings

Provide Oversight •  Fit within strategic

priorities •  Ensure resources •  Social media plan

creation •  Policy development •  Assessment

10 TIPS FOR USING SOCIAL MEDIA

1. Social media is A tool not THE tool

2. Social media is a plant

3. Add value

4. Two way street

5. Prospecting, cultivation, stewardship

6. Philanthropy’s next generation

7. It ain’t free

8. Not everyone “Diggs” social media

9. Selling social media

10. Have a plan

COMMUNICATIONS EVOLUTION

Traditionalists

Postal Mail Phone calls

Boomers

Television Facebook Email

Generation X

Websites E-newsletters Email

Millenials (Gen Y)

Social Media Websites Mobile

Generation Z

Adapt or die!

Every generation

teaches us new technology

WHAT SEEDS HAVE YOU PLANTED?

•  Up-to-date database

•  Specific, targeted outreach

•  Phone calls •  In person meetings •  Website

•  E-newsletter •  Social media

postings •  Matching gifts •  Challenge grants •  Policies

ADD VALUE

TWO WAY STREET

•  Be ready to respond

•  Don’t wait to comment

•  Offer ideas •  Ask questions

•  Welcome feedback

•  Celebrate successes

•  Educate and share impact

SOCIAL MEDIA POLICIES

EXTERNAL POLICY

INTERNAL POLICY

LADDER OF ENGAGEMENT

Awareness about service or giving

Interest in learning about service or giving

Desire to buy service from org or donate

Action when service purchased or donation is made

SOCIAL MEDIA LADDER

Happy bystanders (Listen)

Spreaders (Share)

Clients (Money)

Evangelists (Ask)

Instigators (Create)

RELATIONSHIPS DON’T CHANGE

•  Cultivate, steward, & solicit

•  Recognize •  Multi-channel

communications

•  Meet one-on-one •  Develop

ambassadors •  Stewardship rather

than solicitation

•  Effective database

LET’S BREAK FOR QUESTIONS

THE NEXT GENERATION

IT AIN’T FREE

“Many nonprofits (particularly the smaller ones) lack the resources

to communicate effectively. The Internet offers the opportunity to cost-effectively build a

community of supporters.”

--ePhilanthropyFoundation.org

NOT EVERYONE “DIGGS” SOCIAL MEDIA

INVESTING IN SOCIAL MEDIA

HAVE A PLAN

Set Purpose(s) Goals & Objectives Tools & Strategies

Implementation

Evaluation

HAVE A GIGGLE

Emily Davis, MNM Emily Davis Consulting

(720) 515-0581 emily@emilydavisconsulting.com

emilydavisconsulting.com emilydavisconsulting.com/blog

Governance: What's Social Media Got To Do With It?

Government & Nonprofit