social media for non profit organizations - what you need to know!

Social Media For Non-ProfitsWhat you need to know!

CANADIAN CANCERSURVIVOR NETWORK@survivornetca

Overview

• What are your goals & available resources?• Analytics• Twitter strategies• Facebook strategies• Other platforms• Useful tools• What works & what doesn’t• Q&A

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Where do you stand?What are your goals, available resources, & target audience?

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

What are your goals?

• Who are you trying to engage? Why?• Generating awareness for a specific

cause/event• Reaching as many people as possible• Contacting politicians/decision makers• Defining social media goals is very important

to keep you on track!

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

What tools are at your disposal?• Dedicated communications or

social media employee• Social media/analytics budget• Original content• Existing social media accounts• Experience with social media• Webinars and workshops on

social media

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

How to engage your audience?

• What is “engagement”?• News articles• Graphics• Links• Videos, photos• Original content

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Analytics• Analytics give you insight• Built-in analytics are very useful• Engagement Rate

• Clicks + likes + RTs + replies + follows / impressions = engagement rate

• A “good” engagement rate is somewhere between 0.005 and 0.01 (0.5% and 1%) per tweet (according to Dasheroo)

• This is also true for other platforms like Facebook• Take a look at your analytics - just aim to increase the

numbers, not hit a certain target

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Important Social NetworksWhat are the best strategies?

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TwitterA good tweet has:• #Hashtags• Graphics/Images• Links• Moderation• Anatomy of a tweet

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Time & Date

Simple graphic

Link

Hashtag

TwitterPosting habits are very important:• Timeliness is key• General rule is NO MORE than once

per hour• Best times to tweet - sometime

between 11am and 1pm local time• Consistency, consistency, consistency!

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Twitter

What NOT to do:• Inconsistent posting• Spamming (Tweets/Retweets)• Too many hashtags• Reposting your content• No call to action• Mixed/muddled messaging

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Facebook

• Largest user base by far• Pay to reach a wider audience -

can be very useful if you have $$• Manage your organization

through your personal account• Network that is the most

‘personal’

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

FacebookTry to avoid:• Spamming - 1 post per day is your

best bet• Don’t only use Facebook - not all

your ‘likes’ see your content• Inconsistent posting• Reposting/no original content• Bad formatting

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Socialbakers, 2015

FacebookTake advantage of new trends!• You can now react to posts

with love, haha, wow, sad, and angry instead of just “like”

• Could change how we view analytics

• Is a “love” better than a “like”?

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Socialbakers, 2015

Mobile Apps• Great for engaging followers, creating ‘buzz’

during events• Instagram• Vine• Periscope• Snapchat

• Not everyone will have uses for these networks• If you have the content - use them!

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Linkedin• ‘Professional’ version of

Facebook• Company and personal profiles• Professional environment• Job postings & resumes• Very large network, growing

consistently

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Pinterest• Great for specific audiences• Has ‘boards’ for any topic• Directs traffic to the source of the

image• Another fast growing network• Predominantly female user base• If you have original content, use this!• Great for infographics --->

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

My 3 C’s of Social Mediaonsistency

onscientiousness

urrency@survivornetca CANADIAN CANCER

SURVIVOR NETWORK

Useful ToolsPu.ush for screen captures

Dropbox for file syncing

Evernote or Google Drive for notes and presentations

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Useful ToolsBit.ly for link shortening

Dashlane for password management

Buffer, Hootsuite for management/scheduling

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Useful Tools - Canva• Canva is an amazing tool• Custom graphics• Pre-sized graphics for different

platforms• Templates, photos, text, backgrounds• Very robust - the only limit is your

imagination• It’s FREE!

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Useful Tools - Tweetdeck• Support for multiple twitter

accounts• Customized timelines• Real-time updating• Night/day mode• Filters for certain terms/phrases• Lists are easily accessible• Tweet scheduling

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Google Alerts• We use these every day at CCSN• News & events• Tailored to very specific or very

general content• Saves time• Learns what you like/don’t like• Updates once a day, once a week

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Things to remember!

• Clear, concise messaging• Well-made graphics/images• Consistent presence• Links/call to action• Easy to get involved• Story-based messaging

Do NOT do these things!• Spamming• Inconsistency• No call to action• Responding to hate/trolls• Text-only

“If it doesn’t take effort, it probably isn’t worth posting.”

Other Useful Resources• Nonprofit Tech For Good

• Webinars, articles, tips & tricks

• Buffer Blog• Hootsuite Blog• Social Media Examiner• Dasheroo• Tech Soup• Pexels - free stock photos

Overall message:● 3 C’s - be consistent, conscientious, & current.● Use every tool available to your advantage.● Moderation is key.● If it doesn’t take effort to post, it isn’t worth posting.

CANADIAN CANCERSURVIVOR NETWORK@survivornetca

Questions?Contact MeEmail: mhandy@survivornet.caCCSN Contact InformationCanadian Cancer Survivor Network1750 Courtwood Crescent, Suite 210Ottawa, ON K2C 2B5Phone: 613-898-1871Email: info@survivornet.caWebsite: www.survivornet.caBlog: www.jackiemanthornescancerblog.blogspot.com

@survivornetca CANADIAN CANCERSURVIVOR NETWORK

Reminder:This webinar will be available to watch on our website tomorrow. Share with those who could not attend!

@survivornetca CANADIAN CANCERSURVIVOR NETWORK