Post on 13-Apr-2017
Social Media Strategy
for Non Profits
A little about us…
Outreach
Strategy
Reputation Marketing
Message
Position
Optimization
Content
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And a lot about you…
The goal:Make the most of small
budgets and busy schedules to reach the stakeholders,
supporters, clients, and partners you need to further
your non-profit’s mission.
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The challenges: Time, budget, buy-in
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So how do you do it?Take inventoryFill in the gaps
Create value-driven strategy
Measure & adjust
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Take Inventory
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What channels do you have?Who is managing those
channels?Do you need training internally?
Are there multiple pages?Are all channels set up correctly?
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How are those channels performing?
Analyze what’s happening on every channel.
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Look to competitors for industry analysisGoogle WildFire App
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What types of content have performed the best?
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What kind of audience do you have?
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Is that the audience you want to have?
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Information is powerTake all the data you’ve collected and create a spreadsheet dashboard of what you have, what’s working, who’s your existing audience, how that aligns with your organization’s goals, and where all of the gaps between these things are.
This is your backup.18
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How are your social channels supporting your
organization’s goals?
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Fill in the Gaps
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Which ones are important?What kind of organization do you have?What is the mission?What are the services that you offer?Is there a visually appealing aspect to what you do?Who do you want to reach?
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No, but really?
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It’s better to use a few profiles well than to use all of them poorly.
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Optimize what you have:
– Fill out everything– Make sure your NAP
information is consistent
– Cross-link all your profiles
– Claim your custom URLs– Cross link, and promote
single campaigns across multiple channels
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Create Value-Driven Strategy
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Developing a strategy that is foccused on value, and what
your stakeholders want to see is all dependent on:
what you postwhen you post it
and how you post it
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What you post | content
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Give the people what they want.
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Show the work you do
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ImageryThe most important thing is to remember to take pictures at EVERYTHING.
Treat every event as a chance to create content for your social channels.
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EventsYou can make the events themselves into content.
Include all of the information about the event someone might want to find, include even more than that.
Ask friends and partners to invite others to the event, and keep updating the content within the event to facilitate interest and engagement.
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Stories• Class announcements• Event announcements• New services• New partnerships• Industry news• Event recaps• Client, stakeholder, or supporter appreciation stories• Content you found elsewhere that your customer base will enjoy
Think of all these things as stories, and treat them as such.
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Resource on Engaging Content• Matt Siltala of
Avalaunch on Visual Side of Content Marketing
• Pearl Higgins on Creating a Digital Marketing Strategy
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When you post it | promotion
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Remember, you can go overboard…
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Test and vary what you post
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How you post it | logistics
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Use this to get the perfectly sized images for social sharing across all
channels.
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Facebook• With links, remember that
you can swap out the featured image.
• With photos- don’t forget to tag people, locations, etc.
• Create albums with descriptions that tell the story.
• Always tag sponsors or other partners with a thank you.
• Hashtags work on Facebook too, use them for campaigns.
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Twitter• Use hashtags with conversation
surrounding them, but do your homework and make sure that conversation is something you want to be a part of.
• Use imagery!• Include partners in tweets, and
create conversations with followers.
• Find and engage with followers as much as you send content out to the world.
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Instagram• Use hashtags, but
also don’t be afraid to start your own campaigns.
• Remember that the image itself can have text, be promotional, be branded, etc.
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Taking it to the next level
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Find your followers• Follerwonk for twitter• Trackur for general social media listening• Twitter advanced search• Google+ circles• Topsy for twitter• Pinalerts for Pinterest• Buzzsumo for competitive analysis
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Paid PromotionFacebook: • Start small, little budgets of
$20 split up over 5 days or so. • Don’t just boost to friends or
people who have already liked your page, try to stretch your reach with demographic targeting.
• Remember that images need to have less than 20% text to be boosted. https://www.facebook.com/ads/tools/text_overlay
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Remember to Respond & Keep it Human
Content
Replies
Links & Promo-
tion
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Measurement & Adjustment
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Develop a measurement plan by focusing on what
analytics you can capture, and what
changes you want to see over time.
Set goals, and measure your progress against
them.
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Analytics at your disposal• Facebook analytics• Twitter analytics- https://analytics.twitter.com • YouTube analytics- https://
www.youtube.com/analytics• Pinterest analytics-
https://analytics.pinterest.com/• Google analytics- focus on social and referral
traffic57
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Google Analytics• Track social traffic to show
how these channels are driving users to your site, and to key conversion pages.
• Track conversions and set up goals.
• Monitor campaigns tied to social with campaign tracking.
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Making sense of your traffic• Use the analytics to tell
the story of the value your work is doing.
• Social traffic and the conversions tied to that can help get buy-in and bring internal support for the work.
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Continue to test, analyze, and test some more.
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Let’s get to work…
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Margination
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Social buttonsThe links to social profiles on the right should go to the accounts. Right now they open a prompt to share the homepage.
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Grassroot Givers
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Remember to fully fill out Profiles
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Schenectady Public Library
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Remember the user• Don’t use acronyms that
only people who work at the library would understand.
• If your user is being invited to an event, relying on the teeny tiny print on the image won’t get me there.
• Instead make it an actual event, and then also promote in this way.
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Boys & Girls Club of Albany
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Twitter imagesDon’t be afraid to include imagery in your tweets. It helps break up text and can bring in more engagement.
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Albany DA Office
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Don’t forget NAPFor offices, it’s so important to include this information.
Build out the “About” section more as well.
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Albany PAL
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Manually updateDo not sync Twitter and Facebook so that one automatically updates the other.
Set aside a little bit of time for each, or focus primarily on one platform.
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Pages not profilesThere is a process for switching from one to another, let’s talk a little bit later about how to do that. A page is going to offer, analytics, and much more than a profile for an organization.