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Embracing Social Media for Social Impact
Presented by
Dawn A Crawford Social Media & Communications Consultant, BC/DC Ideas
@SocMediaRckStr
Power of Social Media
• Be a super hero for your cause• Create real connections with real people• It can reach new audiences that are more immune to
traditional media • Confront misinformation & negative chatter head-on • You are already losing by not engaging
Social Media is a Conversation
Your Future is HERE– Over 50% of the world’s population is under 30-
years-old - 96% of them have joined a social network
– Generation Y and Z consider e-mail passé – some universities have stopped distributing e-mail accounts
– Kindle eBooks Outsold Paper Books on Christmas– 24 of the 25 largest newspapers are experiencing
record declines in circulation
http://www.socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
Build TRUST
• 78% of consumers trust peer recommendations
• Only 14% trust advertisements• Only 18% of traditional TV campaigns
generate a positive ROI
Come Home to Facebook
– Facebook tops Google for weekly traffic in the U.S.– Facebook added over 200 million users in less than a year– If Facebook were a country it would be the world’s 3rd
largest ahead of the United States and only behind China and India
– The fastest growing segment on Facebook is 55-65 year-old females
– 60 millions status updates happen on Facebook daily
It is Essential to Business
– Twitter:• Ashton Kutcher and Ellen Degeneres (combined) have
more Twitter followers than the populations of Ireland, Norway, or Panama.
– YouTube• The #2 largest search engine in the world
– There are over 200,000,000 Blogs• 25% of search results for the World’s Top 20 largest
brands are links to user-generated content• 34% of bloggers post opinions about products & brands
Tell YOUR StoryReal ConversationsInformation Sharing
EventsFundraising
FriendraisingEmployee EngagementBring Your Cause to LifePeek Behind-the-Scenes
Answer QuestionsAsk Questions
Meet Your Followers IRL
Creating Your Plan
ListenAudience
Content Focus Frequency Pick Tools
Responsible Launch date
Facebook gives people the power to share and makes the world more open and connected. Millions of people use Facebook
everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more
about the people they meet.
• Create a Fan Page– Add all your information from your website, brochures,
videos and photos• Create a Cause page for donations
– Must use Network for Good as your “online bank”• Measurement
– Insights are built into every page
Twitter is a real-time short messaging service that works over multiple networks and devices.
• Create an account about your cause– Share articles, promote events, website, encourage
supporters, correct misinformation– Retweet “RT” brand champions, like causes, reporters, etc
• Measurement:– HootSuite http://hootsuite.com
Founded in February 2005, YouTube is the leader in online video, and the premier destination to watch and share original videos worldwide through a Web experience.
YouTube allows people to easily upload and share video clips across the Internet through websites, mobile devices, blogs
and email.
• Create a branded channel for all your videos– Favorite other organization's videos to bolster your
content• Measurement
– Insights built into every page
Explore Other Social Media Platforms
• Blogging– http://www.wordpress.com
• Create Your Own Social Network– http://www.ning.com
• Photo Sharing– http://www.flickr.com
• Social Action Networks & Nonprofit Giving Portals– www.SocialActions.org – www.Care2.com
Nonprofits Doing GOOD Things
Museum of Life and Science – Department focused blogs written by employees
– http://www.lifeandscience.org – Http://mslanimaldepartment.blogspot.com – http://blogs.ncmls.org/greg-dodge/2010/03/11/snakes/ National Wildlife Foundation – Mission blogging– http://blogs.nwf.org/ Colorado Health Foundation – Organizational blogging, lots
of event blogging– http://coloradohealth.typepad.com/health_relay/
Good ReadsBC/DC Ideas – http://www.bdcdideas.com
Beth’s NPO Social Media Blog – http://beth.typepad.com/ Kivi's NPO Communications Blog -
http://www.nonprofitmarketingguide.com/blog John Haydon - http://www.johnhaydon.com/ Wild Apricot -
http://www.wildapricot.com/blogs/newsblog/default.aspx
Duck Call from Big Duck - http://www.bigducknyc.com/blog/
Pamela's Grant Writing Blog - http://www.pamelasgrantwritingblog.com/
Pulse and Signal - http://pulseandsignal.com/ Have Fun, Do Good - http://havefundogood.blogspot.com/
Getting Started
• Listen• Create profiles• Make connections with friends, family and
colleagues + link back – IMPORTANT STEP• Friend, follow and subscribe• Start talking about how much you care about
your cause
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