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Surefire Ways Social Media Can Create Social Change
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SUREFIRE WAYS SOCIAL
MEDIA CAN CREATE
SOCIAL CHANGE
Social Media tips directly from Amy Sample Ward
and Allyson Kapin, authors of the new book Social
Change Anytime Everywhere
www.bit.ly/npEXPERTS
Tweeting? Use #npEXPERTS …
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DON’T BE OLD SCHOOL!
Old School Professional New School Professional
We operate in a closed
environment. We don’t share
much publicly.
We are open and transparent
and welcome conversations with
our community.
Any type of PR is good PR. Bad PR will have negative
consequences for our brand and
how we are perceived.
Shy away from criticism. It will
fade away.
We must address criticism
immediately or it will erupt.
If we don’t know the answers to
questions – don’t say anything or
spin it.
Thank people for their question
and let them know we are looking
into it if we don’t know the
answer.
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The best way to do social media right is to
learn from others mistakes!
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DON’T CHASTISE YOUR COMMUNITY WHEN THEY SPEAK OUT
“We are dismayed and extremely disappointed
that actions we have taken to strengthen our
granting process have been widely
mischaracterized.
– Nancy Brinker, Susan G. Komen, Founder
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CONTENT PLANNING TEMPLATE
Get this template! http://bit.ly/DIYtemplate
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COMMUNICATIONS MAP
Courtesy of the The Leukemia and Lymphoma Society’s Totally Baldacious campaign.
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SOCIAL MEDIA HANDBOOK
Personal vs Professional:
• Don’t be afraid of customer service
• Plan for the future
• Don’t be afraid to say no to friends
• Share knowledge regularly
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SOCIAL MEDIA HANDBOOK
Guidelines to consider:
• Assume personal use and prepare staff
• Focus on things to say, not things they can’t say
• Be honest and transparent
• Use a disclaimer
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SOCIAL MEDIA HANDBOOK
Guidelines to consider:
• Be a good ambassador
• Engage with the audience and build relationships
• Safeguard the organization’s name and content
• Give credit when credit is due
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SOCIAL MEDIA HANDBOOK
Guidelines to consider:
• Respect confidentiality and keep security in mind
• Be responsible and use best judgment
• Separate opinions from facts
• Know that the Internet is permanent
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SOCIAL MEDIA HANDBOOK
Create your own Social Media Policy:
• http://socialmediagovernance.com/policies.php
• http://policytool.net/
• http://www.scribd.com/doc/97831071/Personal-Social-Engagement-
Guidelines-2-0
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Luminate™ Online helps you understand your online supporters and improve
online fundraising performance. You'll have everything you need to acquire more
constituents, build online fundraising campaigns and nurture sustainable donor
relationships.
http://bit.ly/LuminateOnline
Editor's Notes
Lesson Number X: Don’t Insult Your Followers
Speaking of insults…..
Here’s an example of what your content map might look like. You’ll see that the goals and the content are listed on the left, and then along the right are all the various outlets. I like to use X, O and blank to denote that x=that content is always posted to that outlet; o=content is posted only if relevant; and blank=content is never posted to that outlet. You can use yes no maybe or any other set of indicators that work for you. Again, I’ve created this template as a public google doc so you can use that link to grab the template and save it to your own computer to use with your team.Before we go ahead with the metrics and tracking, does anyone have any questions?