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