101 Social Media Tactics for Nonprofits: A Field Guide

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Once you have decided upon which social media tools you will use, you may want to explore what built-in analytics they offer, and whether you will need additional analytics or monitoring capabilities. Select one central social media platform. This will likely be your website or blog site or your Facebook cause page. It will be the hub of all your online advocacy work, at least initially.

Then, choose the combination of social media tools that will be most likely to help you communicate with and engage supporters and potential supporters. Use the information from your research in step 1 to decide what you can pursue with the resources you have now. Following is a list of easy tools you can use and links to instructions for set-up. You can create a blog space within each of these. Facebook Learn how to set up a Facebook page for a cause.

Twitter Learn how to set up a Twitter account. Integrating Twitter and Facebook. Learn how to integrate your twitter and Facebook pages. Twitter uses hashtags and hat tips, Pinterest users pin from the original source and keep comments positive, etc. Resist the urge to solely promote your cause. Instead, listen and monitor the activity of other users, just as you would do if you were walking into a room and speaking to people in person.

Once you have a good sense of the ongoing conversation or interaction, begin to engage.

JOUR 247: Social Networks and Media (Burroughs): Library Guides

Share your point of view in a way that is open, positive, and enthusiastic. Be sure to credit others when repeating information. To stay on top of your social media objectives, develop a single content plan or editorial calendar of topics to post, which will include the timing of advocacy requests and key dates for desired outcomes. This can be a "skeleton" framework -- you can always add to it as time goes on. Allow enough flexibility to react to current events and topics the social community cares about.


  1. 101 Social Media Tactics for Nonprofits: A Field Guide.
  2. Social Media Tactics for Nonprofits: A Field Guide by Melanie Mathos.
  3. Social Media for NGOs & Nonprofits.
  4. Account Options.

Your ratio of non-self-interested material to self-interested material should be roughly three to one. Integrate and streamline social media efforts, while retaining an authentic presence on each platform. For example, you might post an article to your blog and automatically tweet that new content is there. Make sure you include social media reference points on printed materials, and promote content from printed materials online.

Monitor your efforts and tweak as needed. Remember to use the tools you have set up to monitor your traffic. Keep in mind that like all technology, social media is constantly changing and growing, and you will need to keep evaluating your social media plan to make sure that you are maximizing your reach and meaningfully engaging your audience.

This section was contributed by Heather Bowen Ray, a social change marketing consultant and technical advisor serving a variety of organizations and agencies. Agile Advocacy is an article published by Michael Connery. A variety of panelists familiar with social media advocacy were asked to respond to a variety of questions that collectively give guidance for the best practices in running a social media campaign. They also discuss critical elements you need in your own policy and share with you several resources that can help you on your path to developing a common sense social media policy for your organization.

Facebook for Nonprofits contains tools and tips to help your cause and build your community. This is the introductory video to social media. A sociologist's adventures in social media land. On her blog, sociologist Deborah Lupton describes how she has used a wide variety of social media platforms to enrich her research, as well as her ability to interact with and receive feedback from readers. So now what? The Ultimate TweetDeck Tutorial video.

If your nonprofit has retail goods for sale, a great place to catch the eyeballs of some very willing buyers is Pinterest.

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According to a recent Monetate infographic , Pinterest is one of the top traffic drivers for retailers. Provide the pinning tools, open up your boards, pin some of your products, and watch as Pinterest grows on your list of referring sites. What you need A Pinterest account, an ecommerce page with retail goods for sale, and a web developer. Request an invite at www. Disclaimer: As with any social network, being overly self-promotional is frowned upon.

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A products board should be part of your overall presence on Pinterest. Read more in Pin etiquette. Other boards should include mission and brand-centric pins. Determine who can pin. You will need to add their name or email.

Once the board is created, follow the process for adding pins and assigning them to the board. HSUS is America's mainstream force against cruelty, exploitation and neglect, as well as the most trusted voice extolling the human-animal bond. When Pinterest burst on the scene, Carie Lewis , director of emerging media at The Humane Society of the United States, immediately started experimenting with how the organization could extend its already prolific social brand on the new platform.

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In my research, there's a recurring theme of success for brands in Pinterest is both pinning content themselves and enabling users to easily pin their content. Here are some other useful Pinterest links thanks to Beth Kanter, the master curator of all things nonprofit:. Hundreds of nonprofits and socially conscious brands work with us to connect with our highly engaged members and recruit new donors, members, supporters, and customers.

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