social media for nonprofits iylep - creating compelling content
TRANSCRIPT
◼Who is your audience?◼What platforms best suit the
organization? ◼Focus on 2-3 primary platforms◼ (Make sure website is in top shape
before starting any social media)◼How do you do much in little time?◼What voice/vibe/energy suits the
non-profit you are branding?
1. Know your audience & add value2. Be responsive, authentic & open3. Build trust -- do what you say you’ll do4. Build relationships & community (online
& in person)5. Be professional & transparent (work vs.
personal)6. Be a safe risk-taker7. Best social media is done live & in real
time.
• Reach a new audience• Engage with donors & those you serve• Improve visibility, image, reach more people in
less time• Do more with limited resources• Improve website traffic & engagement• Improve communication, trust/credibility• Encourage sharing (photos, video, links, stories)• Build (a supportive) community• Raise awareness
◼Take time to build relationships◼Reward your followers (with good,
valuable content, and occasional perks or giveaways)
◼ Invest time in social media every day
◼Are strategic & thoughtful
*Tip: Use email newsletter to promote social media channels and your blog!
TIPS: ◼ Encourage Facebook
reviews!◼ Encourage volunteers,
members, clients, etc., to post photos.
◼ Ask questions◼ Use Facebook Events
for greater reach◼ Save hashtags for
Twitter or Instagram
◼ Fill out page info (website, address, hours, etc.)◼ Include a photo or video on every post, even those
with links. All post photos should be square or horizontal. See http://bit.ly/FbookCheatSheet for more details
◼ Space posts 4+ hours apart, but post 1+ per day if possible
◼ Tag organizations using “@”◼ Use @ & “reply” button to reply individually on
comment thread◼ Use a “Facebook Team” if you have multiple stories,
departments, or capable volunteers◼ Check your “Insights” or analytics & adjust strategy◼ Preschedule posts when needed, send link for reviewMore: http://bit.ly/BestFbook
Bit.ly for Shortening, Sharing and Tracking
• Connect with like-minded organizations• Connect with individual reporters• Engage in the conversation• Always Include LINKS & IMAGES! • Ideal Twitter is image is 525 x 262 pixels.
For Twitter: Use Hashtags to follow threads of interest, ie. : #RVA #VA #FXBG #NOVA
Topics, ie. #Playoutdoors #Garden #ECE #Kids #Autism #RVAart
More best practices: http://bit.ly/TwitterBESt
Look at your Twitter Analytics: analytics.twitter.com
Image: http://pinoytutorial.com/techtorial/facebook-search-engine-rumor-against-google-details/
◼Video or still photos
◼Live in real time◼Contests to
increase engagement
◼User Generated content &reposts
◼Hashtags to increase viewing & connect with the right audience
Review What’s Working
Tools: Canva
Using Our Power for Good
Use Instagram Contests for Multiple Objectives
◼Build Relationships◼Encourage Engagement◼Create Buzz◼User-Generated Content◼Opportunity for Collaboration◼Reward Fans◼Because It’s Fun
It’s not about the Winner …
A Snapshot of Dominion GardenFest of Lights via FansTool: PicMonkey
Contests: A Few Ideas
◼ Partner with other nonprofits for prizes, tag them & cross-promote on social media.
◼ Choose a short & memorable hashtag; vet it. ◼ Make sure you have a “rules” page with a disclaimer allowing use of images for promotional purposes.
◼Use onsite signage to promote contest with Instagram logo & hashtag .
◼Search for relevant photos that might be good entries & tell them about the contest. Despite all the signs, and promotion, some don’t know about it.
◼Rule No. 1: Add Value◼Rule No. 2: Drive Traffic (to your own webpage & to other reputable pages)
◼Don’t pin any photo without checking it out
◼Create new content on your blog (for the purpose of pinning)
◼Highly visual (photos & infographics)
Pinterest Analytics
Pinterest Analytics
http://www.shoutmeloud.com/5-reasons-why-readers-unsubscribe-from-blogs-rss-feed.html
Blogs are alive!
• Use Wordpress• Link to partners &
like-minded organizations
• Build ambassadors for your brand
• Support your Nonprofit’s mission
• Use tagging to help SEO
• Recycle & Cross-post Content
• Use categories to make a microblog
• Allow people to subscribe via email• Tell your story
• Create “Pinable” content that drives traffic to your website• Share blog posts on other social media -- recycle content
• Share your legacy (acts as a history of your nonprofit)• Content re-appears is reusable (unlike Facebook)
Your Blog
How Do You Create Compelling Blog Content?
◼Write to your Best Friend ◼Tie into Current Events & Hot Topics◼Image or Infographic Heavy. Light Text.◼Ask your Readers What They Want to Know◼Ask your Front-line Staff What Questions They Get◼Q&A or Take 5 (New staff, Board Members, Volunteers, Etc.) ◼Do a “Top10” Post
*Recapping your best posts *Featuring the best blogs or posts in your industry
◼Guest Bloggers (Clients, Volunteers, Constituents, Donors)◼Be an Expert!◼Recap (Year in Review, Community Kitchen Garden Recap)◼Tell Your Personal Story◼Share the <3
Wordpress Stats
You must check in on social media at least every 24 hours, more is better
Guidelines:*At least 1-3 Tweets a day *At least 1 Facebook post a day (if more space by
4 hours)*At least 2 blog posts a week*Regular attention to any platform you are on*Responsive & active engagement with those
who comment & interact on your page
◼Social Media is not a direct ask tool for fundraising
▪ Set Guidelines (ie transparency)▪ Identify social media team ▪ Go over policy with employees in person,
answer questions. Provide written copy & have them sign when they read/accept it. Post on web, handbook, & on social platforms
▪ Focus on what staff can do…… not what they can’t do.
▪ Consider legal issues. Chris Fortier & PRSARVA have a great presentation on this: http://www.prsarichmond.org/attachments/files/396/Legalities_of_Social_Media.pdf
▪ * email me if you’d like a copy of the Garden’s 1-page social media policy.
▪ Great resource: http://www.nptechforgood.com/
Questions?