zero to social 101
DESCRIPTION
Basics of using social media as a nonprofit, including through your GlobalGiving project page. This presentation includes background on social media, how it is used daily, definitions and getting started how-to suggestionsTRANSCRIPT
From Zero to Social
So you want to be more social?
OK…Let’s Go
What is Social Media?
Yikes!
Social Media
Plus….
is YOU
Collaboration
You
read the paper
You
drink coffee
You
listen to the radio
Yougo to a conference
You
eat dinner
Youwatch TV
You
give to charity
Where do I start? What are your objectives? Is your audience is already on a network? Does your organization specialize in a media that has its
own network? (video, photos, blogging, products) Does your country or region have its own popular
network(s)?
Choose a Name DO: Make it your organization’s name DON’T: Use an acronym, unless it’s well-known or short DO: Use a word or phrase that describes what you do DO: Include your city or country if you are local to that
region DO: Make sure you can use that same name on other
networks. Use NameChk to review. DON’T: Misspell or leave letters off words unless it’s part
of your organization’s name DO: Try to get your brand name back if someone is
squatting on it
First Steps Only commit to as many networks as you have resources
for. Identify a lead, create guidelines fitting to your
organization Know your allies and stakeholders Identify your audience
What can I talk about? News Events Pictures Beneficiary stories Articles about your org Articles about your cause Donor opportunities Feedback (good and bad) “insider” information Videos
Questions for your network
New features Links from partners or
blogs Promotions for others Volunteer opportunities Job openings
Twitter Micro-blogging platform You send updates or “tweets” in 140 characters or less Tweets are seen by your followers – people who opt in You see tweets from people you are following Unlike Facebook, following doesn’t have to be reciprocal Twitter.com is the 3rd most popular social network site In June 2010, Twitter had 190 million users tweeting 65
million times/day (techcrunch)
How can YOU use Twitter?
Twitter answers the question…
What are you interested in?
What has your attention right now?
GlobalGiving’s TweetCloud
How YOU can use Twitter
If you want to know Tiger Woods’ stats over the last year…
…use Google
If you want to know if Tiger Woods made that last putt…
…use Twitter
Twitter Vocabulary @reply (at reply) Direct Message ReTweet Hashtag Twitter Client
@Reply Using the @ symbol before a username is how you
respond to someone or reference them. This will appear in their timeline; they will see that you
were talking about them. @reply in the beginning of a tweet is conversational @ in the middle or end of a tweet is a “mention” When you start a tweet with @, only your followers who
also follow that person will see the tweet.
Direct Message (DM) Direct Messages (DM) are private messages that are not
part of the public timeline. Only people you follow can send you a DM. Do NOT set up auto-reply DMs. They are considered
spam. You can send a DM by starting a tweet with D username.
You do not need the @
ReTweet (RT) ReTweet (RT) is republishing someone else’s message
and attributing it to them. How to: RT @username: their message; Twitter also has
a direct form of RT. You can include additional messages before the
retweeted message to add commentary. If you aren’t directly quoting someone but want to
attribute them, you can use Via @username.
Hashtag # Hashtags are a way to categorize a tweet. Often you can participate in topical conversations by
using or following a hashtag. Hashtags can be topics, locations, teams, events,
themes, etc. (#redsox, #dc, #kenya, #educationnation) Many public events will have an official hashtag for
others to follow and contribute commentary. Hashtags increase visibility; they can be seen by people
following the hashtag, even if they aren’t following you. They are a good way to find people you’d be interested in
following.
Twitter Client Twitter.com TweetDeck HootSuite Seesmic SMX: Thrive Mobile
Tips for Twitter Be authentic Start and reply to conversations, especially ones about
you or your cause Stick to 140 characters…or fewer if you want to be RTed Your RT magic number = 140 - (username + 6). Keep
your tweets under that number of maximum RTing. Remember the 80/20 rule – don’t only talk about yourself.
80% engaging, educational and informative, only 20% about the brand.
Be conversational; ask questions, give opinions, share feedback; provide news.
Tips for Twitter Facebook and Twitter are not the same platform. Post
separately @ include people and orgs when you refer to them so they
know you’re talking about them. Do a simple Google search if you don’t know their name.
Use a URL shortener to save space: bit.ly, ow.ly, tinyurl, etc Follower count is about quality not quantity Twitter updates are not Facebook status updates Use Twitter to crowdsource Use Twitter to gain momentum for events and create in-
person relationships. Have a Tweet-up! www.twtvite.com
Twitter Directories WeFollow Just Tweet It Twellow Mashable’s Twitter List Directory Others’ Twitter Lists
Facebook More than 500 million active users 50% of these users log on daily, 70% monthly Facebook has surpassed Google as the #1 site in the US It is estimated that someone who has “liked” a Facebook
brand will spend an average of $71.84 more per year.
How to start on Facebook DON’T: Set up a user profile for your org. Profiles are for
people; Pages are for organizations DO: Keep your page name short and relevant DO: Use your logo as your picture DO: Fill out your information tab thoroughly and
completely DON’T: Auto-feed an RSS onto the page DO: Be authentic, engaging and honest
How to use Facebook Regular interaction, but mind the 80/20 rule Post articles, pictures, questions and commentary Enable feedback on your wall and posts You might get negative feedback, but that’s ok! Let your
fans defend you. They will, unless it’s a true problem. You can have a rule about civility or offensive language Facebook and Twitter are not the same platform. Post
separately. Add comments or questions to articles you post. Think about ways to engage your fans where they
already are – on Facebook.
Resources Social Media Revolution NameChk – find out if your org name is registered Social Media ROI – how to justify what you’re doing Facebook Page Best Practices – by Zoetica So you want a Facebook Fanpage for your Nonprofit? – by Beth
Kanter How Charities are Finding the Good with Facebook Fanpages (case
studies) Facebook Bestpractices for Nonprofits (beyond the basics) 26 Slideshares on Social Media for Nonprofits 10 Facebook resources for nonprofits Social Media Starter Kit – by AARP Mashable’s Social Media Page