Social Media BreakfastNon-Profit Social Media

September 26, 2013

Jared PaventiChief Communications Officer

Jared’s Irrefutable, Undeniable Rules of Social Media*

1. Have a plan2. Know your audience3. Define your voice4. You are not in charge5. Learn from the mistakes of others

*subject to change without notice

Interlude“Social networks are popular, but they don’t result in deep engagement. The behaviors tend to be numerous and shallow. We post tweets and links, update our status, ‘shout’ our location, and “like” things, but we don’t use these (typically) for deep discussion; they’re almost like the clothes we put on to make a personal statement.” — Stephen Masiclat

Think of social networking as the new online behavior. It’s no longer about finding information. It’s about sharing it.

Have A Plan

Know Your Audience“Know your audience. If you don’t know your audience, any other rule here won’t apply.” — Peter Shankman, Shankman/Honig

67% of Internet users 72% female/62% male18-29: 86%//30-49: 73%//50-64: 57%//65+: 35%

16% of Internet users 15% female/17% male18-29: 27%//30-49: 19%//50-64: 12%//65+: 4%

Primary audience: Females 45-64

Source: Pew Internet & American Life Project 2013

Define Your Voice“On the web, you ARE what you publish.” — David Meerman Scott author of Real Time Marketing and PR

Social media is an extension of your brand. If you want to be viewed as authoritative, be authoritative. If you want to be casual, be casual.

ALWAYS BE AUTHENTIC

“But your desire to be helpful, and your act of helping, has to be enough. Enough reason to share something in the first place, enough reward on its own. You can’t hinge your success based on whether or not someone responds and says, ‘My God! That was helpful. Thank you.’” — Abby Kerr

You Are Not In Charge*“A great analogy for social media is the world’s largest cocktail party, only without the drinking and at incredible scale. At a cocktail party, you wouldn’t walk up to someone and say, ‘Hey, I’m Dave. My stuff is 20 percent off.’ What you do is ask questions, tell stories, listen and relate to people.” — Dave Kerpen, Likeable Media

*that’s not always a bad thing

Learn From the Mistakes of Others“On the web, you ARE what you publish.” — David Meerman Scott author of Real Time Marketing and PR