classification: //dell secureworks/confidential - limited external distribution: emily l. phelps
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Classification: //Dell SecureWorks/Confidential - Limited External Distribution:Classification: //Dell SecureWorks/Confidential - Limited External Distribution:
Social Media for Nonprofits – Making an Impact
Emily L. Phelps
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Value of Social Media47% of Americans learn about causes via
social media and online channels56% of those that support nonprofits on
social confirm that compelling storytelling is what motivates them to take action
55% of those who engage with nonprofits via social media have been inspired to take further action
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Platforms for Nonprofits• Use Facebook to let your audience get to know your organization
• House organizational video content to share
• Curate topics surrounding issues that touch your organization in real-time
• Syndicate content and use to impact search
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Using Social to Support NonprofitsFundrais
ing
Awareness
Advocacy
Listening
Recruitment
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Social Media Best Practices
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Content Is KeyWho is your audience?What is your story? What sets you apart?How can you add value to your audience?
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Be Conversational
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The 80/20 RuleSocial Media
Communications
Adding ValuePromotion
80% of content should be about your audienceConversationsTrend informationValuable insights
20% of content should promote specific organizational calls to action
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Best PracticesQuick HitsMake it visualPlan aheadQuality over quantityLISTEN – Don’t just
broadcastBe interactiveBe inclusive
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Social Media Pitfalls to AvoidDo not be overly promotionalDon’t ignore your audienceDo NOT delete user posts even if they are
negativeDeleting spam is OKAY
Do not ignore grammar – proofread before you post!
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Platform Tips
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Facebook TipsRich content with pictures or
video get more attentionEngage in two-way
conversation Pose a questionRequest feedback
Use as a fundraising tool but be strategic and engaging
Be human
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Twitter TipsTry to keep tweets to 120
characters to allow for retweetingResearch and identify your
#hashtagsHashtags allow Twitter users to
tap into a Twitter-wide conversationNo more than 2 hashtags/tweet
Use links (Bitly) and visuals to enhance your content
Create private lists to organize your followers
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Analytics
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Measure for Success“If it can’t be measured, it didn’t happen.”Organic vs. Paid Reach
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Analytics – What to MeasureVanity metrics are a start
# of Followers/Fans# of Likes/FavoritesWeb views
Actionable metrics mean moreActive usersShare of voiceSentiment analysis
NOTE: All metrics should be tied to an organizational goal
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Free Online ResourcesManagementHootSuite BitlyGoogle Alerts Feedly
MeasurementSocial MentionGoogle Analytics Tweet Reach
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Case Studies
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Successful Nonprofit Social Campaigns
Water Is Life - #FirstWorldProblems
UNICEF - Call to Action
ASL/Pete Frates – #IceBucketChallenge
CPC – Peer-to-Peer
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Questions?
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Thank you!Emily L. Phelps, Dell SecureWorksSocial Media [email protected]/com/EmilyLPhelps