Social Media for Organizations

Deanna ZandtJune 4, 2009

http://deannazandt.com/

Moments in communication history

History needs you

But what is social media?

The old way….

But what is social media?

The new way….

Why did this change?

• Original intention of the web: Read/write web

• Expectations of users have shifted– Grazers of information– Creators/collaborators of

content

What does this mean for my org?

• Consistent with our values of empowerment, community– open, participatory,

democratic, and accountable• Create loyalty and

community by connecting• True value: 2% of 10,000 on

a list versus 200 dedicated followers/friends

Social capital

connections

reputation

influence

access to ideas and talent

“potential” access to further resources

the saved up

accomplishments

access to resources

Credit: Tara Hunt, author of The Whuffie Factor, http://www.horsepigcow.com/

Authenticity is key

• Your org has a unique voice and presence; be yourself

• Tremendous value is placed on the “gift economy;” one-way streets go nowhere

So how do I…?

Facebook

• What’s everyone else up to on Facebook?• According to Non Profit Social Network Survey,

80% of respondents have a staff person dedicating 25% of their time to social media

• 40% have raised money, BUT: a good chunk have raised less than $500 in last year

• It's still all about building relationships, telling your story, and taking potential donors through the process of cultivation, stewardship and solicitation(Betsy Harman, http://is.gd/Odkj)

Facebook

• Groups versus Pages– Groups are good for

personal communications, or smaller issue/action needs

– Pages are good for larger organizations, brand identities

Facebook

• Causes!– Help spread the word– Measure success

through awareness, not dollars

– Majority of Facebookers are younger still

– Build an identity

Credit: Beth Kanter and Allison Finehttp://is.gd/Odkj

Twitter

• Get the word out, sure, BUT…

• Get buy-in or advice on new projects

• Share others’ info relevant to your work

• Find like-minded folk• Connect with media

Blogging

• What's the purpose of your organization's blog?

• And your organizational web site isn't enough because ...?

• Who will write for the blog?• What is the voice?• How often will you post?• What happens if something

controversial comes up, how does your blog react?

Credit: Beth Kanter . http://is.gd/OeIY

To sum up

• Don’t reinvent the wheel• Focus on organization’s goals, not tech• Be open to collaborating with your users, but

you don’t have to sacrifice your overall editorial control or voice

• Experiment with your users, have fun

the end!

Deanna Zandt, http://deannazandt.com/aboutFurther reading:

http://www.deannazandt.com/presentations/nssr