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Social & New Media for Mental Health Organizations Ritu Sharma, Executive Director & Co Founder, Social Media for Nonprofits Mike Thornsbury, Marketer/Fundraiser,

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Presentation on theme: "Social & New Media for Mental Health Organizations Ritu Sharma, Executive Director & Co Founder, Social Media for Nonprofits Mike Thornsbury, Marketer/Fundraiser,"— Presentation transcript:


2 Social & New Media for Mental Health Organizations Ritu Sharma, Executive Director & Co Founder, Social Media for Nonprofits Mike Thornsbury, Marketer/Fundraiser, Mental Health America Board Member and Suicide Prevention Advocate Jessica Kennedy, Director of Finance & Human Resources/Webmaster, Mental Health America

3 Goals Provide an overview of social media in general Highlight different platforms & types of content Address common concerns Share examples Increase comfort level with using social media

4 Speakers Ritu Sharma, Co-Founder and Executive Director, Social Media for Nonprofits @ritusharma1 @SM4NP Mike Thornsbury, Direct Marketer/Fundraiser, Mental Health America Board Member & Suicide Prevention Advocate @mikethornsbury Jessica Kennedy, Director of Finance/HR and Webmaster, Mental Health America @jmariekennedy @MentalHealthAm

5 Why Social Media Matters Because instead of looking here… We look here…

6 Why Social Media Matters 93% of nonprofits use at least one form of social media 93% of those use social media for marketing purposes Only 37% use it for program delivery Social Media audiences are growing faster than email and webpage audiences Sources: 2012 Nonprofit Social Networking Benchmark Report 2012, and Nonprofit Benchmark Report 2014

7 Elements of Social Media Platforms – Generic (social networking site, blog, forum) or specific (Facebook, Huffington Post, Twitter, LinkedIn, etc.) Content – Generic (photos, blog posts, video) or specific (Vine video vs. Youtube video) Devices – Mobile, Tablet, Desktop Audience – The audience drives the content

8 Social and New Media Social media: websites and apps that let users share and network with each other New media: means of mass communications Example: Use Facebook (social media) on smart phone (new media) Not all emerging technologies and apps are social, but many are

9 New Media Digital computer-based therapy on the National Registry of Evidence-based Programs and Practices Behavioral intervention apps for smoking cessation and weight loss Gamification is trending If apps aren’t social yet, they will be As critical to understand new media as it is to understand social media

10 This is Social Media

11 But… so is this..

12 Social Media for Nonprofits Strategy & Engagement Presented by: Ritu Sharma Executive Director

13 The “social reason” of social media Source: Waggener EdstromWaggener Edstrom

14 Commons Actions Post Social Sharing Source: Waggener EdstromWaggener Edstrom

15 Having a Mont Blanc pen doesn’t make you a best selling author Having the top of the line Macbook won’t make you a blogger either Similarly, knowing the different types of platforms or being present on all them, doesn’t make you a socially savvy nonprofit. The Social Nonprofit

16 Understands different platforms and their applications and demographics Uses each to their strength Has a clear cohesive strategy in place Follows best practices in content curation and creation Is creative, engaging and authentic Measures, analyses and improves


18 Social Strategy Define your policy and process. Set clear goals and targets. Track and measure your progress. Integrate social into your overall communications/marketing plans. Be true to your cause & it’s brand Make it personal and interactive.

19 Define Goals

20 Choose Platforms & Frequency

21 Choose Platforms & Frequency (Cont…)

22 Facebook 22 Invite People Post photos & Videos Create Events Facebook Ads Fundraising campaigns

23 Twitter 23 Following Others Low Hanging Fruit Post Regularly RT Often & Liberally Create a Hashtag Participate in #ff

24 Youtube 24 Create Vlogs, PSAs & appeals Drive fundraising via google checkout Create “call to action” text overlays

25 LinkedIn 25 Create organization profile Link every employee, board member & Volunteer Ask for testimonials Join Groups Post blogs & useful info

26 Create A Social Media Policy 26

27 Listen 27

28 Create an Editorial Calendar 28

29 Measure & Optimize 29

30 Killer Content – Add Value 30

31 Use Scheduling Tools 31

32 @RituSharma1 32 Thank You!

33 Social Media Trends & Analysis Mike Thornsbury, Marketer/Fundraiser, Mental Health and Suicide Prevention Volunteer

34 Overview Facebook Statistics Facebook Insights & Trends Twitter Trends & Statistics

35 Facebook

36 Facebook Statistics * Source: M+R and NTEN

37 Facebook Statistics Health & Wellness is the 3 rd most popular cause on Facebook *Source: Waggener Edstrom

38 Facebook Trends 829 million people use Facebook on a daily basis, an increase from 802 million last quarter. * A significant 92% of marketers said that social media was important to their businesses. This is an increase from 86% in 2013, where only 49% strongly agreed and 37% agreed ** The top two benefits of social media marketing are increasing exposure and increasing traffic. A significant 92% of all marketers indicated that their social media efforts have generated more exposure for their businesses. Increasing traffic was the second major benefit, with 80% reporting positive results. ** Source: Facebook ** Source: Social Media Examiner

39 Facebook Insights Posts from your page that have board members & volunteers tagged increases organic views “Boosting” a post, or the Facebook term for promoting, should be used for important news and messages where organic views & activity are not being achieved after 24 hours

40 Facebook Insights Example:

41 Facebook Insights This post received 1,672 Organic views and 21 Likes or Comments

42 Facebook Insights This post received 138 Organic views and 884 Paid Views with 19 Likes

43 Facebook Insights For the paid post a total of $5.00 was spent to reach 884 people who either liked the page or who liked the post.

44 Facebook Insights The difference in the paid versus non-paid post was the tagging of volunteers. That organically spread the message and achieved better overall results with more page likes and overall engagement

45 Twitter Trends

46 In the USA the number of Adult Twitter users is estimated at 34.7 million There was a 24% increase in monthly active users (MAU) over the last 4 quarters with the total now at 271 million. Twitter has added 53 million users in the last 12 months

47 Twitter Trends Twitter is to be looked at more as a news breaking and information source. Their latest hiring trends are mass media and television centric Twitter is pushing towards the integration of television, social and mass media. Source: Jeff Bullas

48 Next Up…. Dealing with some of the challenges of social media

49 Internet users between 18-29 are the most likely demographic group to use social media at 83% 73% of teen internet users are involved in social networking From 2005-2013, older adult social media usage went from 1% of internet users to 46% People with income less than $30K a year have the highest percent of social media usage among Internet users If they aren’t there today, they’ll be there tomorrow Sources: Pew Research’s The Demographics of Social Media users – 2012, Pew Research Center’s Social Media Update 2013, “My constituency isn’t on social media.”

50 “Opt-In” philosophy Develop clear policies and procedures around general and specific use Children – Parental consent necessary Photographs – General events vs. Specific instances, sharing vs. posting Names – Careful with clients, secure permission, beware of “tagging” Events – Photo policies in advance, considerations such as photos with alcohol Clients and Individuals with Lived Experience – Exercise caution, especially around HIPAA “How can I respect privacy?”

51 It’s a fine line Define boundaries between personal and professional in discussion and then as a policy Follow the Grandma Rule Monitor comments and unsubscribes Example: Participate in #tbt (Throwback Thursday) Example: The Ice Bucket Challenge “I don’t want to look unprofessional.”

52 “What if someone leaves a negative comment?” Upside: free-flowing, user-based content Downside: you can’t control it Response depends on nature of comment Discuss in advance how your organization might respond to: Complaints about your organization or its programs Bullying or harassment in comments General crisis messages (“I feel like I’m slipping, please help!”) Specific crisis messages (threat to self-harm) Don’t feed the trolls! Users may police each other

53 Your social media platforms are your choice Most common platforms Facebook Twitter LinkedIn Other platforms should fit your mission and capacity Art therapy? Maybe Instagram or Pinterest Support groups? Consider Meetup or GroupMe Custom social networking platforms for your organization Popularity can rise and fall quickly “Which of those platforms do I use?”

54 Set Goals so you can measure them Metrics and Analytics: report back regularly! Awareness: List Growth/Churn Engagement: Comments/Conversations Virality: Reshares/Retweets Popularity: Likes/Favorites, Mentions Internal and external analytic tools Use benchmarking data (but carefully) Test new strategies 88% of social media pros are asking the same question Source: 2014 Social Media Marketing Industry Report “How do I measure success?”

55 Communications, marketing and membership staff Interns and volunteers Most important: roles should be well-defined Easiest if social media is managed by an individual or small group Social media can be popular Too much? Average corporate social media team is 11 Ask all staff to engage with the organization via social media Culture of participation starts with the CEO Source: Altimeter Social Business Readiness: How Advanced Companies Prepare Internally “Who should be doing it?”

56 Next Up…. Examples of Social Media Use

57 Water is Life’s Hashtag Killer campaign, aimed at #firstworldproblems More than 6 million views on YouTube Won 2013 Webby Award for Best Online Commercial Q Q Could your organization capitalize on an Internet trend like this? A Twist on a Popular Meme

58 The American Red Cross posts tips for National Preparedness Month in September What are you doing for… May is Mental Health Month Minority Mental Health Awareness Month Children’s Mental Health Awareness Week Alcohol Awareness Month Time Your Awareness

59 Disaster Preparedness In response to Superstorm Sandy, Animal Rights groups used #sandypets to: Tweet tips (“make sure all pets have collars”) List pet-friendly evacuation shelters Share hotlines Get volunteers and resources to shelters What’s your emergency social media plan? Are you warning people about the impact heat waves and blizzards might have on treatment plans? What other information might you get out in an emergency?

60 Oxfam America ran a Flickr campaign to support Ethiopian Coffee Farmers Individuals held up signs and posted them on a Flickr campaign Would your constituents visually tell their stories? What stories are best told visually? Visualize

61 Questions? Comments?


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