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Social Media Management for Nonprofits
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Kelli Matthews
May 29, 2014
Education
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Social Media Management for Nonprofits
Overview of key social media concepts for Nonprofit Management class at University of Oregon
Kelli Matthews
May 29, 2014
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Transcript
Making the business case for social media.... Or... how to
use social media effectively to make a difference.
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These social media tools are just a fad. Why spend
the time/money?
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Who uses social media?
9
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Women & Social Media
Fastest Growing Segment on Facebook? Women over age 55
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43 38 39 Age Gender 54% 4 4 68%
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Democratizing Philanthropy People outside the wealthy, tradi5onal “giving class”
can par5cipate online & tell their stories. ! Show stories of impact vs. tell people about social problems.
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Start with a Plan ! Know what you want to
accomplish (objectives) Who you’re trying to reach (audience) How you’re going to get there (strategy) How you’ll measure success (evaluation)
The Skills: Writing Web & Blog Content Publishing an e-
Newsletter Managing Online Fundraising Creating Digital Photography Working with Digital Video
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Objection: You can’t measure social media, so how will we
know if it’s worth the time/ money/effort/angst?
The Trinity of Measurement Interest Attitudes Action
Measuring Interest ! - Web traffic - Page views
- Click-thrus - Blog or other mentions - Downloads - Followers on Twitter - Friends on Facebook
Measuring Attitudes ! - Tonality of comments and posts
- Inclusion of key messages in content - Share of conversation - Measure of relationships - “Likes” via Facebook !
Measuring Actions - Interactions - Revenue raised - Items
sold - Intent or Pledges - New leads - Subscribers ! !
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