Social Media for Nonprofits – Making an Impact Emily L. Phelps

Value of Social Media 47% of Americans learn about causes via social media and online channels 56% of those that support nonprofits on social confirm that compelling storytelling is what motivates them to take action 55% of those who engage with nonprofits via social media have been inspired to take further action

Platforms for Nonprofits Use Facebook to let your audience get to know your organization House organizational video content to share Curate topics surrounding issues that touch your organization in real-time Syndicate content and use to impact search

Using Social to Support Nonprofits Fundraising Awareness Advocacy Listening Recruitment

Social Media Best Practices

Content Is Key Who is your audience? What is your story? What sets you apart? How can you add value to your audience?

Be Conversational

The 80/20 Rule 80% of content should be about your audience Conversations Trend information Valuable insights 20% of content should promote specific organizational calls to action

Best Practices Quick Hits Make it visual Plan ahead Quality over quantity LISTEN – Don’t just broadcast Be interactive Be inclusive

Social Media Pitfalls to Avoid Do not be overly promotional Don’t ignore your audience Do NOT delete user posts even if they are negative Deleting spam is OKAY Do not ignore grammar – proofread before you post!

Platform Tips

Facebook Tips Rich content with pictures or video get more attention Engage in two-way conversation Pose a question Request feedback Use as a fundraising tool but be strategic and engaging Be human

Twitter Tips Try to keep tweets to 120 characters to allow for retweeting Research and identify your #hashtags Hashtags allow Twitter users to tap into a Twitter-wide conversation No more than 2 hashtags/tweet Use links (Bitly) and visuals to enhance your content Create private lists to organize your followers

Analytics

Measure for Success “If it can’t be measured, it didn’t happen.” Organic vs. Paid Reach

Analytics – What to Measure Vanity metrics are a start # of Followers/Fans # of Likes/Favorites Web views Actionable metrics mean more Active users Share of voice Sentiment analysis NOTE: All metrics should be tied to an organizational goal

Free Online Resources Management HootSuite Bitly Google Alerts Feedly Measurement Social Mention Google Analytics Tweet Reach

Case Studies

Successful Nonprofit Social Campaigns ASL/Pete Frates – #IceBucketChallenge UNICEF - Call to Action CPC – Peer-to-Peer Water Is Life - #FirstWorldProblems

Questions?

Thank you! Emily L. Phelps, Dell SecureWorks Social Media Manager Ephelps@secureworks.com www.linkedin/com/EmilyLPhelps