Social Media And Your Organization
-
Upload
jocelyn-harmon -
Category
Technology
-
view
728 -
download
3
Transcript of Social Media And Your Organization
![Page 1: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/1.jpg)
Social Media and Your Organization
Dahna Goldstein, Jocelyn Harmon and Evan Parker
![Page 2: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/2.jpg)
Agenda
• Introductions• What is social media?• So what and who cares• Tools U can use• Is it right for your organization?• Case study: The Nature Conservancy• Getting started with social media• Questions
![Page 3: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/3.jpg)
A story
![Page 4: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/4.jpg)
What is social media?
![Page 5: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/5.jpg)
Social media are:
Internet-based tools to share information, learn and connect with others.
Examples include, blogs, Facebook, Linkedin & MySpace, YouTube, Flickr, Twitter and podcasts.
![Page 6: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/6.jpg)
Different from mass media
Social media• Ubiquitous• FREE• Easy to cut and paste and
share
• Social
Mass media
• Inaccessible to most• Expensive• Short shelf life unless
re-purposed via social media
• 1-way
![Page 7: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/7.jpg)
So what and who cares?
![Page 8: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/8.jpg)
Social media is mainstream!According to Forrester, 75 percent of Internet users participate in some form of social media, up from 56 percent in 2007.
Women 75% Men 73%18 – 29 year olds 87% 50 – 64 year olds 72% HI = $75,000 + 94%HI = $30,000 or less 57%
Source: Pew Internet and American Life Project
![Page 9: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/9.jpg)
Top 9 sites on the Internet
1. Google2. Yahoo3. YouTube4. Live5. Facebook6. Msn.com7. Wikipedia8. Blogger9. MySpace
Source: Alexa.com
![Page 10: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/10.jpg)
Most important
It’s where people are
Getting news - 70%Watching video - 56%Looking for info on Wikipedia - 47%Reading blogs - 32% (57 million people)Rating products, services or people – 32%
Source: Pew Internet and American Life Project
![Page 11: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/11.jpg)
A caveat…
![Page 12: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/12.jpg)
Don’t forget about Search and email
These are the 2 activities that folks to most online.
• Read email 91% • Use a search engine 89%
Source: Pew Internet & American Life Project
![Page 13: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/13.jpg)
Tools U can use
![Page 14: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/14.jpg)
BlogsCommunicate quickly
Put a real face on your organization.
Get found in Search
Build, organize and share content – educate.
![Page 15: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/15.jpg)
Social Networking Sites
Build an audience, i.e. find new stakeholders
Increase brand awareness - educate
Ask your supporters to support you
![Page 16: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/16.jpg)
Video
Show vs. tell your story – educate.
Break up the monotony.
Remember: YouTube is the 3rd most trafficked site on the Net
![Page 17: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/17.jpg)
See what people are talking about right now
Drive traffic to other sites.
Educate.
Reach people you can’t reach anywhere else.
![Page 18: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/18.jpg)
OK, but what can social media do for my organization?
![Page 19: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/19.jpg)
Social media can:
• Be a powerful way to engage your constituents
• Help you find/engage new constituents• Provide new ways for constituents to engage
with you and spread the word about your cause• Enable low cost, high touch communication with
your donors, members and advocates
![Page 20: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/20.jpg)
Is it right for my organization?
![Page 21: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/21.jpg)
Before jumping in, assess
• Your constituents • Your organization • Your goals
![Page 22: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/22.jpg)
Your constituents
• Who are they?• How are you engaging them?• How often do they come to your website,
donate, act?• What social media are they using?• What do you want them to do?– Act– Donate– Share/spread news, actions, etc.
![Page 23: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/23.jpg)
Your organization
• Do you have a newsletter?• Do you have an email newsletter?– How often do you sent it out?– Is a different group of people receiving the email
version?• Is the content the same?
• Do you have a website?
![Page 24: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/24.jpg)
Your organization, continued
• How often do you update your website?– Who does it?
• Is communicating with constituents in someone’s job description?– Whose?
• Do you have a marketing/communications plan and strategy?
![Page 25: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/25.jpg)
Your goals
• Are they aligned with your mission?
• Is social media the best way to get you where you want to go?
![Page 26: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/26.jpg)
Some hard truths about social media
• If you build it, they won’t necessarily come.
• It takes time and dedicated resources to build a social program.
• You won’t raise a lot of money in this space.
![Page 27: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/27.jpg)
Some hard truths about social media
• Doing it well requires:– Strategy– Plan– Measurement– Willingness to learn from
mistakes– Clear goals– Alignment across the
organization
![Page 28: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/28.jpg)
Some hard truths about social media
• Social is a means to an end not an end in itself
• It’s a balancing act – you have to do it but at the right price
![Page 29: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/29.jpg)
Case Study
The Nature Conservancy
![Page 30: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/30.jpg)
Getting Started
• Set up Google Alerts and start listening to what people are already saying about you.
• Do a Google blog search on key terms.• Search Technorati and Alltop to find the
influential bloggers in your industry.• Follow other nonprofits on Twitter to see
what they are talking about.• Set up a personal page on Facebook and
start connecting with friends/family.
![Page 31: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/31.jpg)
Getting Started
• Set up a personal page on Linkedin and start connecting with colleagues
• Get FREE training through the Case Foundation. Visit Gear Up for Giving at http://www.casefoundation.org/social-media-tutorials
• Do a social networking data append to determine where your constituents “live” online.
![Page 32: Social Media And Your Organization](https://reader034.fdocuments.in/reader034/viewer/2022052523/5550b1c0b4c905fa618b489c/html5/thumbnails/32.jpg)
Questions?
• Dahna [email protected]
• Evan [email protected]
• Jocelyn HarmonJocelyn.harmon@emailfori
mpact.com