How NGOs can use Social Media

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1 How NGOs can use Social Media United Nations Department of Social and External Affairs 19 March 2010 slideshare.net/farra Farra *

2 What is social media?

3 It s about reaching and connecting people

4 traditional media social media Encyclopedia Brittanica New York Times Print newsletter Wikipedia TechCrunch enewsletter, Twitter, Facebook

5

6 Why should my NGO care?

7 Maybe you shouldn t Social media is not Free A silver bullet for fundraising An opportunity to control your message An opportunity to tell everyone what you think Inherently appealing and cool to millenials An alternative to clear messaging/mission

8 That said Social media is Pretty low cost Growing by leaps and bounds An opportunity for conversation A great way to reach certain audiences A complement to the messages you re sharing through other channels

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10 Average social network user = 37 Feb 2010

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14 Why do people participate? Keeping up with friendships Making new friends Succumbing to social pressure from existing friendships Paying it forward The altruistic impulse The prurient impulse The creative impulse The validation impulse The affinity impulse Source: Groundswell (book)

15 How do people participate?

16 How do people participate?

17 How do people participate?

18 Great! So now what do I do?

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20 Start by listening robertcarlsen

21 Listening Online Set up Google alerts, Technorati search, Twitter search, etc. Your name and people connected to your organization Your organization s name Program or event names Peer/competitor names and program/event names Your tagline or other key phrases URL for any web properties (main website, blog) Related issues/topics Common misspellings Source: Beth s Blog, Beth Kanter

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23 Select the tools based on goals + audience, and what you can manage. BoomeraATV

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25 Managing Social Media

26 Be nice, share, and say thank you. OMP Production

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28 should be more conversation, less marketing

29 If you want people to care, make it about them not you!

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31 Help the community connect. parentprojectmd

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35 Bring all your online communications together. fhoke.com

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41 Expand your definition of success Increased awareness of your cause Shift in your org s reputation New and repeat program participants, activists, donors Increased requests for your programs Pageviews/clicks/comments/fans/etc. New addresses/contact info Signatures/actions taken Dollars raised Mentions online

42 Example

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55 Resources

56 Resources NTEN: We Are Media Social Technographics Beth s Blog: Social Media and NGO/CSR Workshop in India Frog Loop: Build Your Own Listening Dashboard Using Social Media To Meet Nonprofit Goals Nonprofit Social Media Benchmark Study

57 Let s stay in touch bigducknyc.com/blog bigducknyc.com/blog/?author=6 linkedin.com/in/farra facebook.com/bigduck facebook.com/farratrompeter twitter.com/bigduck twitter.com/farra slideshare.net/farra

58 Jeremy Crow Thanks!

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