Alliance for Nonprofit Excellence Training 5.4.10 Strategic Communications for Nonprofits

Jennifer LeighNonprofit Communications Director and

ConsultantProvidence, [email protected]

Strategic Communications 101

Introductions

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Welcome!

Share with the group:NameOrganizationYour hopes/expectations

Review the Agenda

Strategic Communications © Jeffreys and Ryan

Goals for this session

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Overview of strategic communications

Assess your organization’s current communications work

Review the components of developing a communications plan

Understand how to brand your organization

Discuss media systems and databases

Distinguish between various media tools

Learn how to frame and pitch your media message

Overview of social media

Planning your work and working your plan

Why care about Communications?

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Brainstorm on the reasons we need to devote time, money and resources to communications/public relations



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Brainstorm on the reasons we don’t devote time, money and resources to communications/public relations



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We can’t not care!Communicating your organization/mission

FundraisingCollateral

Communicating your message/servicesLast frontier–we need to stop seeing it as a

negative arena


Communications is key

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Key to all the areas we work on

In order to achieve the goals we set for policy, systems work, work with constituents, etc. we must communicate

Basically communications is the over arching structure that includes media, public awareness, public relations, etc.


Communications is more than just media

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We communicate...to our board members when we have a

board meetingto our donors when we send out an annual

appealto our legislators when we lobbyto our colleagues when we speak at a

conferenceto the community when we hold a rally

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9Strategic Communications © Jeffreys and Ryan

Communications is “how” you relate to your audiences

Organizational Goals

•To influence legislation

•To get residents to join Making Connections

•To encourage people to reach out to their legislators

Your Audiences:

•Community groups•Legislators•City officials•Media•Each other

Tactics/ tools:

•Calls•Fliers•Email•Letters•Brochures•Media

Message•“Adult Education helps ensure people get the skills they need to work”

•“The mission of Making Connections is…”

•“You can influence the state budget”


Communicating Strategically

Whether it is short-term or long-term planning, it’s crucial to figure out: What are our goals Who is our audience What is our message What are our tactics

A Strategic Approach to Communications

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Is about strategic communications, not just media

Starts with a communication plan and builds key core competencies over time–start small, build big

Links communications to organizing, policy and other arenas of the organization

Institutionalizes communications within the organization Strategic Communications © Jeffreys and Ryan

Your Organization’s Communications work

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Everyone to take 10 minutes to fill out communication assessment


Strategic building blocks

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Communication PlanBranding your OrganizationMedia Systems & DatabaseMedia Tools and OutreachMessage Development Social Media & Networking


Writing a Communications Plan

How do you currently plan your communications?

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A. Strategically (you say “What are we trying to achieve here?”)

B. Tactically (you say “Let’s have a rally!”)C. Proactively (you say “I know this

legislation is coming out, let’s plan our message”)

D. Reactively (you say “The legislation came out, now what?!”)

Strategic Communications © Jeffreys and Ryan 20

Communications Plan

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A communications plan is the foundation to all your public relations work

It helps you be more strategic about your public relations work


What’s the difference?

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Strategic PlanHelps organization get

clear about its program goals


Communications Plan

• Helps your organization get clear about its audiences, tactics to reach those audiences, and the messages to those audiences in order to meet your program goals

Communication Planning

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Short-term Planning

Focused on communication to accomplish a specific objective–getting people to attend your event, convincing elected officials to support your legislation, etc.


Long term Planning

• Tied to your strategic plan

• Looks at more than just media

Communications Plan

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Does your agency have a communications plan, does not have a communications plan, or has somewhat of a communications plan?

Writing A Communication Plan

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Establish goals for your organization or program. Use your agency’s strategic plan if available, as goals are identified.

For each goal, consider: AudiencesMessages to your audiencesTactics/tool for reaching your audiencesEvaluation

Foundation: Process

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Your organization needs to determine the process for developing your communication plan

Who needs to be at the table?Process for including staff, ED and BoardTimeline/workplansWho is doing what?Accountability for plan

First step: Goals

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“What” your organization or program wants to achieve

Example: Engage in strategic communications with the dual purpose of (1) improving the visibility and positive perception of the Institute with its key publics while (2) changing public attitudes toward low and modest-income Rhode Islander by raising awareness about the causes of, and possible solutions to ending, poverty.

Second step: Audiences

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The “Who”

Think about who you need to communicate with to meet your goal

Example: Businesses and Chambers of Commerce

Third step: Messages

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The “what you want to tell” your audience

Consider what you want to tell your audience in order to achieve your goal

Consider “what action you want your audience to take”

Test your message!

Messages Example

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The Poverty Institute and businesses have the same goals: a stable fiscal environment, a strong, vibrant economy and healthy communities. (though we may have different methods of achieving these goals)

We are not anti-business We want people to work, too, i.e. workforce

development plans, child support, etc. (we do not promote a welfare state)

The issues that we fight for ultimately help your employees and you (more highly skilled workforce, child support for your workers, etc.)

Fourth step: Tactics

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The “tools” you use to get your message to your desired audience

Tactics can be direct

Tactics can be mass media

Tactics

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DirectPhone callsFliersEmailsBrochures

• Mass Media• Billboard Ads• Bus Ads• TV• Radio Ads

Only list the tactics you have the resources to do!

Tactics examples

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1-1 meetings with key players, introducing/reintroducing them to the Poverty Institute and explaining what we do

Explore the feasibility of an advisory committeePitch presentation opportunities to the Chambers

of CommerceReach out to professional organizations as a

gateway/middle man to employersCoordinate a debate on tax and budget issues,

brining in RIPEC and other diverse voices

Fifth step: Evaluation

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The “how you know if you have been successful in reaching your desired audience” with your desired message

Measure of effectiveness of tactic and message


Evaluation example

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Increased number of presentations at Chamber of Commerce

Increased submissions into Providence Business News

Increased meetings with key business leadersJoint submission of legislation with key business

leaders


Important to Remember!

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Do this for each of your strategic goals, put it all together and you have a communications plan

Assign staff to the various tactics–if there isn’t a person to do it, take it out of the plan!


Communications really works!

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Rhode Island’s cash assistance programMajor changes to the program in 2008New program called RI Works

Enacted stricter time limits (some of the most stringent in the country)

Enacted a “work first” approach

As a result of the new time limits, thousands of families would “time off” of the program in June 2009

In addition, with RI having the 2nd highest unemployment rate at the time, the “work first” approach was not working


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The goals: To pass legislation that would postpone the

time limits for 12 months To educate providers on what the new changes

meant, and how they could help familiesAlert families that they are about to “time off” Help families apply for “hardship” extensions

The audiencesLegislatorsProvidersMedia


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The messagesMore than 3,000 very poor families – including 6,000

children – will lose their cash assistance benefits through the RI Works Program.

Families rely on the cash assistance ($554/month for a family of 3) to pay rent and put food on the table.

When the new law was passed, the state’s economy was not in the terrible shape it is today. With the unemployment rate over 10%, these parents (over half of whom lack a high school education) are not able to find a job.

There is a solution: postpone the time limits, using federal funds to help pay for the benefits


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The communications strategy: Legislative postcard campaign

From community membersFrom The Poverty Institute

Memos and trainings for providers on the changes

Flyers for providers to pass along to recipients1-1 meetings with key legislative leadersLetters of support from key community leadersFact sheets


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The communications strategy: Media campaign

Held a press conference in conjunction with the RI Interfaith Coalition

Had a panel of speakers (including providers, religious leaders, and members from The Poverty Institute) speak to the media on the dangers of having 3,000 families lose their cash assistance in June

Prepared a press kit full of information for the media, including compelling statistics and fact sheets

Had interesting visuals, including graphs and pictures

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The results: Time limits were postponed for 12 months!Well-planned, integrated communications

strategy across a variety of mediums and to an array of audiences was a key to this success

In Summary:

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Start small, build bigCommunications is more than just getting

in the newsDevote organizational time, energy and

resources to communications/public relations

All staff members are communicators, not just the Executive Director or PR person

Be strategic about all communications: Goal--Audience--Message--Tactic

Branding Your Organization

Branding

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Beyond just a logo…the look, feel and “essence” of an organization conveyed to its audiences

Importance of brandingrecognitioncredibility (donors, legislators, etc.)identitymission

Branding

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Branding

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Beyond just logos…each of those recognizable logos gives you instant images of the identity of that company…aka the brand

We may not have millions but can still give our orgs a “look and feel”

Branding

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Some important materials to make sure you have on hand for promoting your organization

case statementannual reportfact sheet about orgstaff/board listingpalm card“About Us” pageE-news template Power point template

Branding

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Important branding techniqueslogo on EVERYTHINGfontcolorsphotos/picture strips

Create a style guide/sheet for your organization

Branding

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Other ways to brand your organizationphone messagee-signaturesbuilding signageads

Branding

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Tools to work with the Media

Working with the Media

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Recognizing the needs of the pressDevelop good systemsUnderstand which tools to use, and whenDevelop your message with the right frameMedia CaucusPrepare your spokesperson


The importance of media

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One of our biggest tools in reaching our key audiences

The keeper of the illusive “general public”One of our best allies, even if they are

scary


Understanding the media

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First and foremost, before we reach out to the media, we need to monitor and understand it/them, and have systems in place to keep track of media-related information

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Building media systems

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Press DatabaseMonitoring the MediaMedia FormsMedia CoverageMedia Protocol

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Building your database Who has an up-to-date press list? Is it all inclusive? (radio, TV, press, blogs...) Is it updated regularly? Excel based? Online database?

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Main components of a good press list Appropriate contact (editor at paper, news

director at TV station...more on that later) Updated contact info...including home

cell/email, and preferred method of contact When their deadline is What topics they cover Log of your interaction with them

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Resources to build your press listother orgsstate databaseswebsites of the outletsboard and staffpaid databases

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Monitoring the media Google Alerts Online versions of radio, tv, print Monitoring services Goal is to 1) see what reporters are writing

about 2) how they are framing the stories 3) when you have a chance to comment/educate the reporter

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Media Forms Caucus Sheet Call Log Message Square/Triangle Media Hit Sheet

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Media Coverage Running tally of all media coverage Media clipping binder Online “newsroom” for media and others to

view past media hits

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Media Protocol Protocol for handling media calls

Return all calls promptly Who responds? Who does the call get directed to?

Approval process for media pieces

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Understanding the media

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Building relationships with reporters Feed their egos! Be mindful of their deadline and how they like

to receive information Don’t just reach out to them when you need

something...give them kudos, send them helpful information, thank them

Be available: have all of your contact info (including cell) on website, media releases, etc.

Goal: become their go-to resource...they need you as much as you need them!

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How do we reach the media?

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Not every event calls for a press conference!

Many more useful tools to reach mediaChanging landscape in the media world,

not as many staff on handNeed to tailor your message to their needs

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Diversify your tool box

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Certain media call for certain toolsWith the advent of new media (websites,

blogs, online press) there’s more options Media receive hundreds of emails a day,

important to target them correctly

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Request for Coverage/Advisory

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Has anyone written a Request for Coverage/ Media Advisory?

What is it?

How have you used the Request for Coverage/Media Advisory?

Media Tools © Jeffreys and Ryan

What is it?

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Audience is the media to attend your event, press conference, lobby day, etc.

Follow up calls are crucial to pitch and secure media attendance at your event

Try and make your advisory stand out from the rest


The Format

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Short, one page and needs to include:- Who?- What?- Where?- When?- Why?

Contact information including a number for after hours and weekends


How is it used?

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Who does it go to at media outlet?

What is the timeline for the Request for Coverage?

How would you use it?


Press Release

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Has anyone written a press release?

What is it?

How have you used the press release?


Press Release - What is it?

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AKA News ReleaseWritten for general public with media as the

conduit for the informationSmaller outlets run release verbatim; Larger

outlets usually include key information or call for an

interviewYour chance to tell the storyTo announce breaking news, results,

events, new programs/initiativesFollow up calls crucial to make sure they

received it and to see if they need more info Media Tools © Jeffreys and Ryan

Press Release – The Format

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Facts of the story, results, what happened/is happening, pertinent event information, etc.

Quotes from compelling sourcesFacts and statisticsContact informationPhotos if appropriateLonger – 2 to 3 pages


Press Release – How it is used?

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What is the timeline for the press release? When is it sent?

How would you use a press release or news release?


Letter to Editor

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Has anyone written a Letter to the Editor?

What is it?

How have you used the Letter to Editor?


Letter to Editor – what is it?

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On the editorial page of the newspaper

Audience is the reader

Your organization’s opportunity to give their viewpoint about something that has been recently published in that outlet


Letter to the Editor - The Format

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Newspaper has requirements on length, how to sent it to them, etc.

Can not be submitted anonymously


How is it used?

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When do you send a Letter to the Editor?

How will you use the Letter to the Editor?


Op-Ed

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Has anyone written an Op-Ed?

What is it?

How have you used the Op-Ed?


Op-Ed – What is it?

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On the opposite page from the editorial page of the newspaper

Audience is the readerYour organization’s opinion not the

newspaper’s opinionCheck in with the editor to see if they will

accept your Op-Ed piece


Op-Ed – How is it used?

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When do you send an Op-Ed?

How will you use the Op-Ed?


WHAT TOOL WOULD YOU USE?

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Your organization is responding to recent even that happened in the community

Your organization is introducing a new legislative initiative

Your organization is having a 25th anniversary gala

Your organization just received a grantYour organization partnered with the post

office to collect cell phones for low-income folks


Other tools to use

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Media StatementEditorialCalendar listingPSAPress conferencePress KitBackgrounder


In Summary...

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Important to understand the needs of the media in order to determine which tool you should use

Important to understand how the media outlet works in order to make sure you are sending your tool to the correct person

Tools are just that, tools! They are not a substitute for developing relationships with journalists!!


Developing Your Message

Getting your message across

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Components needed in making the call to journalists

- Newsworthiness–stories to tell- Pitching–how and who to tell- Timeliness–when to tell the story

Relationships with Journalists © Jeffreys and Ryan

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“The story that offers the most information with the most urgency, to the most people is the most newsworthy.”


What makes a story newsworthy?


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Varies depending on:- Market- Media Outlet- What else is happening- Outlet’s audience- Subject of your story



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ConflictChangeTimelinessImpactProminenceProximityThe Unusual



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What makes the following headlines “newsworthy?”

- “Former city official charged in racketeering”- “Governor signs new legislation that takes

handguns out of abusers”- “Recent election brings out record number of

voters”- “2 Rivals’ fiscal plans come to head at town

meeting”- “Penguins ends up escaping from local zoo,

saved by teenager”Relationships with Journalists © Jeffreys and Ryan

PR Campaign © Jeffreys and Ryan

Developing the Message

The “what you want to tell” your audience in order to achieve your goals

When developing your message, you need to keep in mind:What your audience already knowsWhat you want them to knowWhat you want them to do

Developing the Message

Three key things to understand about developing a messageFramingValuesMessage Caucus

Framing

We’re inundated with thousands of messages a day

People use mental shortcuts to make sense of the world

Incoming information provides cues about where to “file” it mentally

People get many of their frames from the media

c/o Frameworks Institute

Framing

Individual vs. System FramesThe individual frame presents a portrait,

while the system frame pulls the camera back to present a landscape

Too often our frames focus on the individual rather than the systemic issue

Framing

INDIVIDUAL SYSTEM

Framing

“Betty Jones and her family of four are braving the elements tonight because the homeless shelter was full.” vs.

“The homeless shelter at 4th and Q was full again tonight because of drastic reductions in city allocations, and this situation is taking its toll on families like Betty Jones’.”

“Rat Bite” Story

Same story, three different frames

Frame leads to how issue is defined, which leads to how issue might be resolved

It is all in the framing . . . that is where the media caucus comes in

Framing our message

What was the message?

Who were the messengers?

What visuals got the message out?

Values-based messages

Values: core beliefs that underlie all attitudes and behavior

Attitudes and behavior may change, but values endure across a person’s life span

Values

Most relevant messages are based on core values

Level One Values: Big ideas and concepts:ResponsibilityPersonal libertyFairnessFamilyEqualityOpportunitySafety

Values


Level Two Values: Issues and movementsCivil rightsEducation and healthcare reformChildren’s educationHousingThe environment

Values


Level Three Values: Specific policies or legislation:

TANFMinimum wageARRA

Certain audiences may describe a value differently than other audience groups (i.e. the word responsibility)

Values

Level One Theme: Big idea

Level Two Theme: More detailed issues

Level Three Theme: Specifics

As advocates, we are on level 3, but general public is usually on Level 1!

Developing your message

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Discuss your values, how you want to conversation to shift

Central Message

What do they think

now?

SupportingMessage

Values

What do we want them to think?

Developing your message

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Organize central messages and supporting messages

Central Message

SupportingMessage

SupportingMessage

SupportingMessage

In Summary...

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The media frames stories, and we can help influence those frames

Framing helps you cut through the clutterStick to people’s level 1 values Develop your message so that you have one core

message, and a few supporting messages


Pitching and Reacting

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Planning the Pitch

Research is the key to a good pitchDo your homework–pitch to the appropriate

reporter, and know what they have written about before

Who do I contact?

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Large newspaper: First pitch to Editor of specific section; second pitch to reporter you have relationship with

Small newspaper: Editor-in-chief Radio: News directorTV: Assignment editorBlog: Blog moderatorNews website: Online editor

Leading up to the pitch…

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Pick the right person to send the piece toSend an individual email to that person

(even if you need to send to multiple outlets)

Write a short, personalized email, then include the piece in the body copy, and attach it (include all of your contact info!)

Making the call…

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Call the right person…identify yourself and your organization

Ask “are you on deadline?:Pitch your ideaOffer to send background materialsOffer to work with the reporter to do the

storyThank them!


Making the call

Stay on topicBe prepared to answer questions, but

make sure they know it is just for background

Keep it short and simpleThe goal of the goal is to get them to

say “yes” to a storyDon’t leave a voicemail, call backDon’t take things personally!

Keep in mind…

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Offer reporters something they needKeep it briefBegin with reporters you knowOffer a hookExpress enthusiasmBe timelyClose the dealHave one or two back-up anglesDon’t take anything personally!

When do I call?

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Large newspaper: between 8 am and 10 am (always ask if they are on deadline)

Small newspaper: Editor-in-chief : between 8 am and 10 am; find out what day they go to print, if a weekly

Radio: Program director: 7 amTV: Assignment editor: 7 amBlog: Blog moderator: after 5 pm, normallyNews website: Online editor: during

business hours


Follow up

If you told the reporter you would get them information, SEND IT ASAP!

Remember, a pitch is just the beginning, once the reporter says ‘Go’ on a story, you need to be indispensable to them (coordinate interviews, get additional info, etc.)

If you don’t hear back from a reporter after a few days, make a follow-up call or email to check in

If a story results, send them an email to thank them for all their work


Continue the relationship

Be accessible–can journalists access your organization after hours and on weekends?Your contact info should be on web, email and voicemail

Be reliable–when you say you are going to fax them background, do it. If you say you will call them back in 5 minutes, do it.

Be helpful–send background, make calls for them, research things. If you can’t comment, suggest someone else that can. Have a press section on your web site. DO THE LEGWORK


Continue the relationship

Be timely–respond quickly to news stories that your organization cares about

Be honest–if you don’t know something, say so

Be credible–know your facts, give the real deal

Be human–enough said

Reacting to a reporter: media caucus

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Simply a tool we use to help us prepare for the media by getting clear on:

the issueour messageour talking pointspreparing for the media’s questionspreparing for the interview

Why we do a media caucus?

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Helps stop the myths of press misquotingHelps you effectively organize your

message or issuePrepares your spokesperson for the

interviewCross training for entire staff

When do you do a Media Caucus?

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Proactive Media Work

Pitch a storyPress ConferenceLetter to Editor/Op-

ed

Reactive Media Work

• Breaking news story

• When media call for a comment

If the reporter calls you

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First step is finding out the reporter’s angleHow do you find out? You ask!Spend time with the reporter to learn what

they are writing about and what part of the story they want you to tell

Start delivering your message

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As you speak to the press, you will begin to formulate your message–start articulating your points on the phone

Doing this will help shape the story and the questions they ask of you

Give background materials to reporter prior to the interview

Pull together staff

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Next step is for staff to caucus

Broaden the circle–include more staff than just the spokesperson

Work through the caucus sheet

Practice, practice, practice

Practice, practice, practice

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This is the most important part of the media caucus!

Think through all the questions the reporter might ask – when you know the questions, you won’t be as nervous

Someone plays the reporter, asks all questions

Time for honesty, not for being nice!

Key Talking Points…Key Messages

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Think through – what do you want people watching/listening to walk away with?

Stick to the message–use your sound bites

Short and simple–details are deadly!

Don’t talk in jargon

Remember your audience–they know very little about your issue!

The Actual Interview

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Ask reporter if they need additional background materials

Check in with the reporter with additional information if you get it before or after the story runs

Have another staff present to write down questions asked

Listen to spokesperson’s answers

After the interview

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Debrief after the reporter leavesWatch the coverage–ask “Is our message

clear?”Ask someone else (not affiliated with your

organization) to watch. Ask them, “What was the message?

Review what questions were asked

In Summary

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Whether it is proactive or reactive outreach, always have your message pegged down before you talk with the press

Keep it simple with pitch callsWhen reacting to media calls, caucus first!Always debrief after the interview/call to see

what worked, and what didn’tThe coverage will be your best indicator of

how well you planned your pitch/reaction

Social Media: To Tweet or Not to Tweet?

What is Social Networking?

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A web...all interconnected

Like-minded people sharing ideas and interests

Online community building

People yapping about their lives

Why is Social Networking a big deal?

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Change in the media landscape nearly 300 newspapers folded in 2009 eight magazines with a circulation of one million or more ceased publication

hundreds of editorial positions were eliminated in print media

10,000 jobs lost in radio more than 100 TV stations affected by Chapter 11 filings of parent companies

Isn’t it just a bunch of kids that use it?

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NO!!! Here’s who is online that you could/should reach:

Colleagues Members Constituents Policy-makers Media Donors Board members

How does it help my organization?

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FREE!create real connections with real peoplegreater and more frequent engagement new avenue to raise awareness, advocacy and

fundsconvenientpopularquick to set uptwo-way communication another tool for your communications toolbox

So many sites...

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Facebook: What it is

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Site that lets people share updates photos, videos, articles, links and more with Friends who they have to approve to be in their network

Business and organizations can create “Fan Pages” which other Facebook users can “like”

By numbers alone, the most popular social networking site today, with more than 400 million registered users

If Facebook were a country, it would be the 4th largest behind China, US and India

Facebook: Why people love it

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ME ME ME! Great way to promote yourself and your organization

Interactive multi-media...post photos, videos, links Interactive web of friends Reconnect with long-lost friends

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Facebook: Anatomy of the NEWSFEED

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NEWSFEED

FACEBOOK ADS

FRIEND SUGGESTIONS:

YOUR DASHBOARD

SEARCH BAR:

EDIT PROFILE

VIEW PROFILE, ACCOUNT SETTINGS

REQUESTS:

EVENTS

CHAT

CHAT

FRIEND REQUESTS, MESSAGES, NOTIFICATIONS

NEWSFEED VIEWS

STATUS UPDATE

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YOUR DASHBOARD

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REQUESTS: sent from friends

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FACEBOOK ADS

FRIEND SUGGESTIONS: generated by Facebook

EVENTS

CHAT

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NEWSFEEDShow your friend’s photos, who they are friends with, interactions between your friends, and who “like” and comments on their status updates

NEWSFEED VIEWS

STATUS UPDATE

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NEWSFEED

NEWSFEED VIEWS

STATUS UPDATE

NEWSFEEDAlso shows posts from the organizations you “like” as well as re-posts from friends.

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Facebook: Anatomy of the PAGE

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STATUS UPDATE

NEWSFEED

YOUR ORGS PHOTO

EDIT YOUR PAGE

PEOPLE THAT “LIKE” YOUR ORG

INSIGHTS INTO HOW YOUR PAGE IS DOING

TABS

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YOUR ORGS PROFILE PICTURE

EDIT YOUR PAGE

SUGGEST TO FRIENDS

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PEOPLE THAT “LIKE” YOUR ORG

INSIGHTS INTO HOW YOUR PAGE IS DOING

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Facebook: Anatomy of the PAGE: The Wall

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Facebook: Creating your page

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Facebook: Best in Class

Twitter: What it is

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Social networking service that allows users to communicate with their “Followers”

It’s open to anyone, so you can follow or be followed by people you know and people you don’t

communicate via short messages and updates called “tweets” that have a maximum length of 140 characters

Twitter: Why people love it

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Changing the definition of “real time” news Top reasons why people love Twitter

Finding loveFinding fame (big with YouTube, too)Staying up to date on current eventsMaking friends around the worldStalking CelebritiesConnecting with like-minded people (“Lost”ies)

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Twitter: Anatomy of the FEED


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Twitter: Anatomy of the FEED: Timeline

HANDLE

REPLY OR“AT”ING

SHORT URL

RETWEETING

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Twitter: Best in Class

Twitter: THE LINGO

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•Tweet: A post to Twitter - text only, 140 characters maximum (including spaces)

•Timeline: A series of tweets displayed on a Twitter page

•Follow.\: When you follow someone on Twitter, that means you elect to see in your timeline the tweets that they post

•Your “friends”: are the people who you follow•Your “followers”: (a.k.a. “tweeps,” or “tweeple”) are the people who have chosen to see your tweets

•@ Replies: Supports back-and-forth conversation via tweet replies

Twitter: THE LINGO

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•Direct (private) messages: sometimes abbreviated to “DM.” You can send private messages on Twitter that are visible only to you and the recipient

•Short URLs: You can include links in your tweet simply by posting the complete URL, including “http://”

•Hashtags: When you insert a # in front of keywords, you make it easy for Twitter users who don’t already follow you to find your public contributions to the coverage or discussion on that topic.

•Trending: hashtags categorized by popularity, which depends on a vast number of people tweeting on the topic at the same time

Other great tools

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YouTubeOnline community where users can create, upload and share their videos

Thorough, searchable database of videosYouTube is 2nd largest search engine next to Google. Every minute, 24 hours of video is uploaded to YouTube.

How your can use it Organization Channel Upload news clips, trainings, webinars, Create a short promo video for your organization

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Other great tools

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Blogs: a type of website, usually maintained by an

individual with regular entries of commentary, descriptions of events, or other material such as graphics or video. Entries are commonly displayed in reverse-chronological order. "Blog" can also be used as a verb, meaning to maintain or add content to a blog.

NewsPoliticsOrganizationsCommunity

Other great tools

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Blogs: How you can work with bloggersBuild relationship with bloggersComment on blogsSend info/help blogger write a blogWrite a blogPromote a blogCross postingLive blog

Other great tools

165

Blogs: Creating your ownblogger, wordpress, typepad

• establish a strategy• define an editorial policy• find a voice• create compelling content• use keywords• post on a regular schedule• link from homepage• engage with readers• spread your content

166

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3 key questions to ask yourself before embarking in social media:

1)Do you have engaging content that provides indisputable value?

2)Can you maintain a consistent flow of content that can draw attention and inspire others to share and advocate

3)Where will the content come from? Internal resources? Volunteers? Board?

Is social networking for you?

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Start small...build bigSet goals...what are you trying to accomplish with

your communications?• increase engagement•acquire new supporters of your work•raise money• increase membership

Define your audience...is social media a good tool to reach them? (it’s ok to say no!)

Making Social Networking Work in your Organization

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If you decide that social media is a tool you want to use....Meet with your team to discuss objectivesPut someone in charge of social networking

(though many can be involved in generating content)

Define your tone, clarify your standardsSet a schedule

Create a posting calendarSet standards and institute policy

Create a submission form Create Social Media Policy form

Monitor how your sites are doing

How to use social media well

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•LEVEL 1 Involvement: “Listen” Mode•Create your profile •Follow/Friend those you feel are relevant (media, legislators, other orgs, your “competition”) so you can “listen” to what they say and stay up-to-date on what is going on/being discussed

•Facebook: Do a search for keywords, pages or people relevant to your issues

•Twitter: follow dialogues and research key issues using Twitter Search and hashtags (#). Create Twitter lists to keep track of these people

•YouTube: watch videos on relevant topics or from similar organizations

•blogs: keep a list of important blogs on your issues, and monitor them on a regular basis


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•LEVEL 2 Involvement: “Reactive” Mode•Post timely information from your organization

• news articles you are mentioned in• upcoming events you are hosting• new reports, materials, etc. from your organization• encourage people to sign-up to your e-news or donate

•Reply to those that comment on your page/feed


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LEVEL 3 Involvement: “Proactive” modeCome up with new content for your page/feed

contestpollsexclusive content for your social media users

Comment, interact and encourage conversation on other pages/feeds

use @tagging Retweet/repost information comment on relevant blogs and encourage bloggers to post on a certain issue

Host online events via social media sitesTwitter parties/TwinterviewsEvent Invitations via Facebook

How to promote your page and get followers

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Twitter: follow peopleFacebook: Suggest to friends (and have others

suggest to friends!) Promote in all aspects of your marketing

E-newswebsitee-signaturesat eventsdonor materials

Be a resource, and they will seek you out

Cardinal Rules of Creating Content

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Key word in social marketing: SOCIAL. Be social! Share photos, tell stories, and offer great content that your followers will want to share with their fansWrite in a personal toneUse “we”Write as if it is a 1-1 experience

Cardinal Rules of Nonprofit Social Networking

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Be human: establish a familiar and appropriate toneExpect the unexpected: Plan, experiment, adaptBe relevant: acknowledge and build upon the existing community and what members are already talking about

Be patient: building a following takes time; be in it for the long-term

Listen: follow what others are saying, don’t just be a “volume-out” experience

Be transparent: communicate as if it was a face to face experience’

Stay active and involvedPromote sharing and seek dialogue

Remember...

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People often stress the importance of reaching certain numbers of followers/fans on Twitter, Facebook, etc., but the essence of social media lies in relationship building in an effort to build a community.

It’s not about using the latest tools…but the tools that work for you.

It’s not about listening to experts, it’s about person-to-person, genuine interaction that you will have with people. You will find the most value in your own experiences with social media.

In Summary

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Social networking is one big webStart small, build big...3 levels of involvementBe genuine and realSocial networking is just one tool in the tool box

of communications tactics

Conclusion...what we learned

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Start small…build bigPlan your work and work your planPut your logo on everything!Working with the media starts with database

and systemsThere are more tools in the toolbox than just a

press conferenceFraming is essential, and caucusing is crucialSocial networking is one big web that you can

use to your organization’s advantage

Date post:	07-May-2015
Category:	Education
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