Social Media for Non-Profits

Gloria Bell Bell Digital Strategies

Social is Not a Strategy

Determine your

objectives

Create a strategy

Determine the best tactics• social media

may be one of them

Elements of a Social Media Plan

What are you trying to achieve? / Objectives

Who are you trying to reach? / Demographics

What approach are you going to use? / Strategy

Specifics on how you will achieve the objectives? / Tactics

What defines success? / Measurement – how & what?

How will you implement the plan? / Management

Objectives

Why social? Why are you considering social?

What are you trying to achieve? VolunteersDonorsOutreach to potential clientsAwareness / supportersEducation Calls to action

Demographics

Demographics Percentage of Internet Users

Facebook 71%Twitter 23%Instagram 26%Pinterest 28% LinkedIn 28%

http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

176%

Strategy

High Level View What is your current marketing strategy?

How does social fit in with existing or planned marketing?

What social elements can be added to enhance current efforts? How can it help amplify existing messaging?

How can social help meet objectives?

What tactics will you use?

How will you measure results?

How will you maintain the plan?

Before you get started

Realistic assessment of available resources Time People Content

Determine your voice?

What is acceptable content?

Tactics

What platform(s) are you going to use?

How do you decide?

How will you get the attention of your audience?

What types of content? Where will you get it? What is your messaging?

Which one…

Things to consider Where is your audience?

What gets their attention?

What kind of content can you most regularly create? - text, audio, video, photos?

What types of calls to action will you need?

What is important to the audience you are trying to reach

Can you fill a need?

How can you add value?

These answers will help determine what platform makes the most sense for your needs.

Visual

YouTube

Instagram

Pinterest

Flickr

Text

Blog

LinkedIn

Email

Multi-media Twitter Facebook Google+

Location

Foursquare

Swarm

Review

Yelp

Audio Podcasting

Pros & Cons Pros Cons

Facebook Large user base Poor organic reach

Twitter Cross between broadcast medium & communication platform

Requires time to build a following

YouTube Audience skews younger

Time & effort to produce or collect videos

Instagram Fastest growing visual platform

Requires regular postings to gain traction

Pinterest “Addictive” visual inspiration

Time & effort to pin

Google+ Google product integration

Adoption has been slow

Keys Compelling stories told as visually

as possible

All efforts should direct back to a location you own – Your donation site, signup site or your website

Most, not all, of your content should include relevant calls to action

Always… Be collecting content

Be relevant to your audience

Be posting – Consistency

Be listening /monitoring / measuring

Be asking – build your audience with lots of little asks before making big ones

Be cross-posting

Be promoting your social media efforts offline

Content sources Articles, etc… you are already reading

Your own archives

Your staff, volunteers, supporters, clients

Your community

Events

Industry news

Partners

Measurement Monitoring & Listening

Measurement What are you measuring?

Why are you measuring it?

What objective does it directly relate to?

What will be your measurement process?

Where will you obtain the data?

What defines success?

Things to track / measure Activities – what did you do & when

Social data – follower counts, impressions, etc…

Web data – analytics, visitor counts, click-thrus

Transactions – donations, volunteers

Other metrics relevant to your efforts

Compare Overlay the data

Graphs are your friend

Compare the data to see what activities had what impact – positive, negative & neutral

Monitoring / Listening Have a clear list of what you are listening for

Brand mentions Staff / executive mentions Industry news / mentions Competitor mentions or news Relevant topic/subject matter keywordsPotential sources of content

Schedules

What is your action plan based on what you hear?

Budget Friendly Toolsfor monitoring, measurement &

management

Hootsuite

Mention

Buffer

Sprout Social

Google Analytics

Twitter / Facebook / YouTube / Pinterest analytics

Management

Management Who is going to manage your social media?

Search for existing communities on the platform(s) you choose

Consistency & Timing

Content 80/20 rule – 80% not about you / 20% promotion or

80% images / 20% text Encourage internal involvement

Best Practices

How to Get Followers “Good” content

Quality over quantity

Seek out people you can help

Engage

Chats

Targeted campaigns

Ask / Encourage sharing

Be Human / Have a personality

Build relationships

Timing

Be search engine friendly

Always be encouraging engagement / conversation

Use calls to action but don’t inundate people with them

Let the data drive your efforts – Be ready to shift

Always make sharing easy

Content in Context