Social Media
It’s kind of a big deal…
Social is Global
http://www.youtube.com/watch?v=lFZ0z5Fm-Ng
Leaders of the Revolution
Source: http://gigaom.com/2010/12/20/facebook-vs-twitter-an-infographic/
! 1 out of every 13 people are on Facebook
! 1 out of 26 sign onto Facebook on a daily basis
! 200 million registered Twitter accounts as of January 2011
! 110 million tweets are sent each day on Twitter
Oxymoron? Global and Local
Impact
It’s time for another video!
What IS Twitter?
The Trevor Project
Revolution in Egypt
http://latimesblogs.latimes.com/babylonbeyond/2011/02/egypt-twitter-voices-jan25-cell-phones-egyptians.html
GOALS
Are you setting any?
One Goal To Rule Them All
What do you think is the ultimate goal of social media is?
Not Quite…
• What is the ultimate goal of social media for YOUR non-profit?
• Goals are different.
Identify YOURS
METRICS
How do I….?
Types of Metrics
Quantitative Qualitative
Quantitative
• Overall reach
– # of friends, followers or subscribers
• Traffic
– How many people are actually coming to your website
Qualitative
• Interaction
• Are people sharing your content?
• Goals
• Are your fans/followers taking the actions you want?
• Reputation
• Do people “like” you in the online and offline sense?
If it’s not working?
• Hang in there!
• Scale back your efforts.
• Focus by targeting a more specific audience.
• Try something new.
• Don't get too discouraged it takes some time to find your social media mojo.
One METRIC To Rule Them All
Eh…not so much.
Define your Goals
Identify the Right Metrics
Review, Reassess, Re-
focus
Rinse, and Repeat!
• www.tweetstats.com – Easy to read graphs – Basic information
• www.twittercounter.com – Helps you figure out how
to gain more followers – Pay for more features
• www.twittergrader.com. – Find out your Twitter
grade • http://twitalyzer.com • http://klout.com • http://tweetpsych.com
THERE’S
MUCH
MORE…
Useful Sites
OPEN COMMUNICATION
MODEL
What…?
The Message
Television
Printed News Radio
News Websites
YOUR PEOPLE YOU
The Discussion
Your Non-Profit
Another Non-Profit that
supports your goals
Person Already Part of your Non-Profit
Person Not Part of Your Non-Profit who
doesn’t know about you but
cares about the issue
Media outlets that report on
your issues
It’s like a being a great party host –
1. Let go
2. Not completely.
3. ENGAGE
How to Make it Work for You
So what?
That’s not for me…right?
Your Audience Already Exists
• Use the tools that your audience is already using.
• Remember those #s before? The people you want to reach is already reachable. Go fish where the fish are!
Advantage: LITTLE GUYS!
You are able to LOOK and LISTEN in ways that would be impossible without the Internet
Advantage: LOOK
• Observe others who are using social media successfully
• Observe what your target audience likes and responds To online
• Observe your own online behavior – What do you share? – What tools do you use?
Advantage: LISTEN
• What are people saying about your org or “brand”
• What are the “trending topics” and latest buzz? – Try to jump onto timely
topics.
• Hear crickets? – If no one is talking you
aren't giving your audience what they need/want
Mainstream Media Attention
Now Available in Aisle 5!
Remember the social sauce!
CUENTAME
If you could write a one-line message on a blank billboard in Arizona for people to reconsider SB 1070, WHAT WOULD IT SAY?
Result of Facebook Poll
This became the final billboard message.
News Coverage
http://www.facebook.com/video/video.php?v=419515706902
IMPACT
Fans loved it because it was THEIR project.
They are now INVESTED and want to do MORE.
Getting Started
Ok – I guess I’ll try this
Best Practices - Twitter
Best Practices - Twitter
The Discussion
Your Non-Profit
Another Non-Profit that
supports your goals
Person Already Part of your Non-Profit
Person Not Part of Your Non-Profit who
doesn’t know about you but
cares about the issue
Media outlets that report on
your issues
Twitter lives here.
Best Practices
You got any tips?
1. Be authentic = have a personality 2. Be sweet, re-tweet. 3. Follow people who are relevant 4. Keep it professional 5. Tweet for others
Top 10 Tips for Tweeting
6. You’re not a robot 7. Limit yourself to 6-7 quality tweets
per day 8. Create a bit.ly account and track some
metrics 9. ENGAGE! 10. Use #hashtags wisely
Top 10 Tips for Tweeting
• @nonprofitorgs – This profile serves to be a portal to ALL
nonprofit orgs by following ONLY nonprofits and nonprofit staff
• @twitcause – Helps non-profits get discovered on Twitter and
enables passionate people to support the causes they care about
• @cleveraccounts – Learn about interesting uses of Twitter around
the world • Your fellow A3PCON participants • Your organization members
Twitterers to Follow
Expand Your Circle of Influence
Find out who your followers are following
Use topics as guides
Lists are resources
RECAP!
Only things you need to know…
Social is GLOBAL
Set your GOALS
Track with METRICS
CONVERSATE & ENGAGE
Aisle 5 – Mainstream Media Attention
Lean on Best Practices
Use social media as the bridge between the things we need to
change in the world and the people who want to help
NOW GO FORTH!