Social Media Best Practices

For Nonprofits

Karianne Stinson

@KarianneAccount Manager

Felice Lam@FeliceLam

Social Marketing Community

Manager

Survey Says…

Online Giving

Define Your Goals and Prioritize

You can do A LOT with social. What do you want to achieve?• Drive new members? • Build your audience?• Educate? • Expand your marketing

message?• Connect with new orgs? • Build relationships with

influencers? • Improve attendance at

events?• Increase community feedback

about your service?• Build relationships with news

organizations? • Connect with new donors? • Improve relationship with

current donors?

Social Channels

Every 20 minutes….

•  1M links shared

•  1.4M event invites sent

•  2.7 messages sent

•  1.8M status updates

•  10.2M comments made*Digitalbuzz blog: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/

• Profile• Page • Group• Events• Photos and Videos• Post 3-5 times a week

• Tweet: post

• Retweet / RT: forward another’s Tweet

• DM: Direct Message

• HT: Hat Tip

• Tweetup: Face-to-face gathering

• Hashtag: #; used to categorize tweets (i.e. #nonprofits, #FF/#followfriday)

• @ Replies• Search Your Org• Bit.ly shortener • Hashtags• Character Limit• Post 5-10 times a week

• 2B videos viewed daily

• 35 hours of video uploaded per minute

• Broad user age: 18-54

• 100M views per day on YouTube mobile

http://www.youtube.com/charts

http://www.youtube.com/videoshttp://www.directmarketingrx.com/tag/youtube-demographics-infographic-2011/http://www.youtube.com/t/press

• Staff Interviews• Volunteer Interviews• Donor Interviews• Photo Movies• Share on Social

Networks

Blog

• Journaling

• Training

• Updates

• Best Practices

• Testimonials

• Peer Support

• Solicit ideas/info

• Announcements• Personal Stories• Campaign Success

Stories• Clear Call to Action• Post at least once a

week

YouTube Blog

Twitter Facebook

Website

Set Realistic and Measurable Objectives

What to look for:

• Fan growth?• Community interaction?• Number of new donors?• Outreach to people on Twitter?• Number of blog posts about your organization on other

blogs?• Number of site visits from social?• Number of messages sent per week?• Number of comments made per week?• Number of RT’s?

You’ll only learn if you’re meeting your goals if you measure what you’re doing!

Best Practices

Time Required

According to Beth Kanter, nonprofit social media expert

• 5 hours/week to start listening

• 10 hours/week to participate

• 10-15 hours/week to generate buzz

• 20+ hours/week to build community

• (At least) 3-6 months until you see results

http://beth.typepad.com/beths_blog/2008/10/how-much-time-d.html

Editorial Calendar

60-30-10 model

60%

30%

10%

Traditional Communications and Fundraising

Messages

Other types of messages

Sharing resources from 3rd parties, adding

value (tips/tricks, news, etc.) for the

community, getting insight into what they want from the brand

Analytics

Listen

Campaign Across Channels

Online Donations

Partner with Corporations

Free Blogging Sites

Facebook Events

Event Promotions

Social Buttons

Facebook Groups

Be Human

Questions?

KARIANNE STINSONkstinson@springcreekgroup.comhttp://kariannestinson.com

FELICE LAMfelice@hostingmetro.com

http://www.twitter.com/karianne

http://www.twitter.com/felicelam

Resources

• Slideshare: www.slideshare.net

• Connection Café blog: www.connectioncafe.com

• Beth’s Blog: http://beth.typepad.com/beths_blog/

• NTEN site and blog: http://nten.org/

• Technorati: www.technorati.com

• Techsoup: http://techsoup.org/

• Non-profits on Facebook: http://www.facebook.com/nonprofits#!/ nonprofits?sk=info

• Twitter Jumpstart: http://bit.ly/nptwitterguide

• Idealware Nonprofit Social Media Decision Guide : http:// www.idealware.org/reports/nonprofit-social-media- decision-guide

• Google for Nonprofits: http://www.google.com/nonprofits/

• Bitly: http://bit.ly/

• PayPal: https://merchant.paypal.com/us/cgi-bin/?cmd=_render-content&content_ID=merchant/donations

• LinkedIn for Nonprofits: http://learn.linkedin.com/nonprofits/

• YouTube for Nonprofits: http://www.youtube.com/nonprofits

• Nonprofits on Twitter: https://twitter.com/#!/nonprofitorgs

• Pew Internet: http://www.pewinternet.org/