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Cerina Marlar, LCSW, CDVP Outreach Coordinator Midwest Regional Childrens Advocacy Center Understanding, Improving, and Evaluating Social Media Practices.

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Presentation on theme: "Cerina Marlar, LCSW, CDVP Outreach Coordinator Midwest Regional Childrens Advocacy Center Understanding, Improving, and Evaluating Social Media Practices."— Presentation transcript:

1 Cerina Marlar, LCSW, CDVP Outreach Coordinator Midwest Regional Childrens Advocacy Center Understanding, Improving, and Evaluating Social Media Practices in the CAC Movement

2 Overview Develop a better understanding of National Social Media practices across non-profit organizations Develop a better understanding of National Social Media practices provided by CACs. Acquire knowledge and resources on best practices for top three social media tools (revealed by 2012 Survey), as well as information related to evaluating social media efforts on those three tools.

3 Who am I?

4 Agenda History of Social Media Overview Social Media and Nonprofits MRCAC Survey Results Guidelines and Best Practices for CACs + Social Media Evaluating the effectiveness of social media Resources

5 History of Social Media 1991 World Wide Web 1994 Geocites founded. Users create their own websites categorized by one of 6 cities 1997 AOL Instant Message is launched 2001 Wikipedia, a free encyclopedia that anyone can edit, launches Stumble Upon, a website that recommends web content to its users, begins

6 History of Social Media 2003 Friendster, MySpace,, LinkedIn begin Facebook launches from Harvard, expands to other universities. Reaches 100 million members in 1 st year You Tube, a video sharing website, goes live Twitter begins 2007 IPhone takes Social Media mobile

7 Video: Social Media Revolution

8 What is Social Media Technology: Social media relies upon a technological platform (the Internet). Scalable: Social media is not bound by physical limits to growth. Accessible: Social media has low barriers to entry.

9 The Social Media Landscape

10 Social Media and Nonprofits It is the quickest and easiest way to keep up with friends, family, and colleagues We also use it to connect to causes, share photos, drum up business, and learn about fun events. Non profits can now focus their social efforts to drive awareness, share their story, cultivate donor relationships and open up two-way communication with advocates in ways never before possible.

11 MIDWEST REGIONAL CAC SOCIAL MEDIA SURVEY, 2012 How are CACs using Social Media?

12 Methodology Survey distributed online to 750 CACs and Chapters 46 Questions about Social Media practices Respondents were given 2 weeks to complete the survey, deadline was extended for 1 additional week! 346 respondents completed the survey; a little over half of the Centers contacted.

13 Demographics Regional Representation Geographic Location

14 Demographics Accreditation Status% Respondents Accredited78% Associate20% Affiliate1% Developing/MDT1%

15 How many CACs use Social Media?

16 CACs Not Using Social Media Not enough resources Privacy and Confidentiality concerns Not enough understanding of the technology 84% agreed We are concerned about privacy issues relating to the use of social media in our work.

17 Length of Time on Social Media

18 CACs and Social Media?

19 Social Media tools and CACs

20 Who is managing Social Media? 57% Internally by the executive director and/or leadership staff 27% Internally by other program staff 16 % communications and/or marketing staff. 2% hired an outside company.

21 Trend Highlights-Clients 88% of CACs allow clients to like their page. 71% of CACs allow clients to post comments and like items 79% of those that do allow clients to post have not encountered any issues Most common negative issue encountered was a client or parent thanking the CAC and/or mentioning case-specific details. CACs reported that they deleted the post and messaged them privately about the matter.

22 Trend Highlights-Budget 84% of respondents budgeted $0 for social media As the budget increased, the average length of time using social media also increased. Organizations with budgets less than $500,000 were twice as likely to have less experience with social media. In regards to the budget; in the vast majority of respondents did not take staff time used on social media into consideration

23 Trend Highlights-Policies 83% reported that their CAC did not have an external or internal policy regulating how social media is used 18% reported having a Social Media Plan 6% have written goals and objectives related to social media 35% evaluate their social media efforts.

24 Examples of CACs using Social Media

25 The need for increased community awareness regarding child abuse, specifically CSA dictates that every opportunity be utilized to engage as many people to recognize the signs and know how to be part of the solution that mitigates the trauma endured. Any medium or forum that allows any organization or person or government agency to improve the community response to this horrific malady that effects us all, has a moral and ethical responsibility as well as a professional obligation to bridge the gaps and educate the public. Survey Results

26 Together, we stand better poised to impart positive change to the lives of vulnerable children who are at risk or have, sadly been abused. Sharing vital information that our colleagues have gleaned and promoting best practices for prevention and intervention is paramount, and social media is a convenient and easy forum for which this can occur -- and, what's more, it's far reaching, and that matters.

27 Survey Conclusions Many CACs are currently using social media successfully without issue Finds suggest that CACs need to develop more structure around their social media use in terms of defining goals/objectives, developing a social media plan, and a staff-use policy for social media. A deeper look into how CACs evaluate their social media efforts reveals superficial evaluation primarily looking at statistics provided by the social media tool such as comments, likes, and insights. This suggests that CACs would benefit from more insight into how best to evaluate their social media efforts. Additional information is need on the benefits and pitfalls of social media, as well as, its potential impact so that CACs can learn what to do and what not to do to ensure continues success.

28 Guidelines and Best Practices for CACs and Social Media

29 Create a Social Media Plan P=People Who are you trying to engage? 0= Objectives What are you trying to achieve S= Strategies What will it look like when youre done T= Technologies What are the tools you place to use?

30 External Guidelines If a client likes or follows your page, will you remove them? What sort of information will you allow people to post? How will you handle issues that may arise? Who will monitor your social media page/s?

31 Internal Guidelines Have separate staff and organizational accounts. Your staff should not tweet going out to lunch or watching Avengers tonight on your CAC twitter account Staff should not associate with clients or those involved with their cases outside of work. It should be clear that staff actions represent the organization. It should be clear when they are speaking on behalf of the CAC and when they are not. Most, importantly, you should sit down with staff and review your social media policy.

32 Social Media Guidelines Reflect your brand on your Social Media Tools Which logos and or image are you using? Think about the images associated with your page Monitor who and what people post on your page

33 Do you want this? Smoking Drinking

34 Or this? Thanking Volunteers Accepting Donations

35 Social Media Guidelines Post updates regularly and talk back How does it benefit your constituents? (local news, politics, events, etc) Ask yourself new or current information is available Ask staff, board members and volunteers to participate Post powerful stats, inspirational quotes, success stories Social Media is meant create Social interactions amongst like minded individuals. Be an active participant!

36 Social Media Guidelines Grow a Community Join in on conversations, share content, and Connect with Like-Minded Organizations Safe Start, National Sexual Violence Research Center, NEARI Exchange professional resources like newsletters, reports, and research. Open your page by allowing fans, friends, etc to post on wall updates, photos, videos, and discussions

37 Social Media Guidelines Promote Events Local CAC Conferences, Fundraisers, MDT Events Feature staff from CACs. Start a contest…with a minimal prize Example: Who can name all the CACs in California? First correct answer gets…(t-shirt, free registration to a training, etc) Thank volunteers, donors, partner organization

38 Social Media Pitfalls Over or Under Committing to Social Media Posting your personal opinion and/or politically controversial items. Letting just anyone manage your page (does the intern understand the strategic direction of your brand) Starting a page, neglecting it, giving up

39 Evaluating Social Media If you dont know where you are going, you wont know if you got there! Define outcomes for social media Determine the outcomes (not outputs) What does having 500 likes do for your CAC or your Clients? Identify evaluation tools Analyze and adapt

40 Resources Social Media Use by Childrens Advocacy Centers Survey Report Social Media 101 & Guidelines for Childrens Advocacy Centers

41 References Cici, K.,(2011, February 15). Social Media Evaluation A Survey of Minnesota Non-profit Organizations. Retrieved from Steele, R., McLetchie, S., Lindquist, C., (2010, October 26). Getting Social Media Right- A Short Guide for Nonprofit Organizations. Retrieved from NTEN, Common Knowledge, Blackbaud., (2012) 4th Annual Nonprofit Social Network Benchmark Report. Retrieved from Nonprofit-Social-Networking-Benchmark-Rpt.pdf Nonprofit-Social-Networking-Benchmark-Rpt.pdf

42 Contact Information Cerina Marlar, LCSW Outreach Coordinator Midwest Regional Childrens Advocacy Center

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