Non-profits
10 Questions to Get You Started Using Social Media for Your Nonprofit or Do-Good Project
by Britt Bravo

One of the most common questions I'm asked as a social media consultant is, "Which tool is the best?" Unfortunately, there isn't an easy answer to that question. If you have a do-good project, or a small nonprofit that you want to promote, fundraise for, or build an online community around using social media, your first step is to create a plan.


If the idea of creating a social media plan sounds scary to you, just think of it as: 10 Questions to Get You Started Using Social Media for Your Nonprofit or Do-Good Project.

1. What is the goal I'm trying to achieve by using social media? Raise awareness? Build web traffic? Attract new donors? Raise money for a specific campaign or initiative? Increase membership?

2. Who is my audience?  Who are you trying to reach? Are they new members, or your tried and true supporters? Are they already tech savvy, or will they need training to use the tools? What are their interests? How old are they? (Be careful making assumptions about age. Did you know that the fastest growing demographic on Facebook is people who are 35 years old and older?).

3. What are people already saying about my cause, or organization?
Search on Google, Google Blog Search, Technorati, Twitter Search, and Social Mention for your cause, the name of your organization (if you have one), and the URL of your website (if you have one). Search on Facebook too to see if anyone has already created a Facebook Page for your cause or organization.  You may be able to achieve your goal, and reach your audience simply by commenting and participating on social networks that already exist.

4. How much time do I have to spend on social media?  Check out Beth Kanter's post, How Much Time Does It Take to Do Social Media? to help you estimate how much time you might need, and compare it with the time you have to give.  Also, what is the time line for the project?  Is it for a short-term campaign, or part of your organization's long-term strategic, communications, or development plan?

5. How much money do I have to spend on social media?  Many social media tools are free, or low cost to use.  Basically, the more features, functions and customization you want, the more you'll pay.  Your biggest cost will be your time, or a staff person's time.

6. What skills do I have? Are you, or the staff person who will be in charge of social media, using social media already, or will training be needed?  Are you a natural writer?  A blog may be a place to start.  Do you love connecting people?  A social network like Facebook, LinkedIn, or Ning might be a tool to leverage your talents.   If you are a visual person, check out photo or video sharing.

7. What social media tool(s) should I use?  Given your goal, the audience you want to reach, what is being said about your cause or organization online, and your time, money, and skills, what social media tools are the best fit for you?:

Using more tools isn't necessarily better. Putting limited resources towards building community around one tool will be more effective than barely engaging on multiple platforms.  That said, many tools work well together.  For example, videos can be embedded in blog posts, which can be fed into your Facebook newsfeed.

8. How will you measure success? Based on your goal for using social media, how will you measure your impact?  How will you know if the tools you chose are working for you?  Below is a sampler of ways you could measure success.  Pick 2-3 to track on a regular basis:

  • Subscribers
  • Page views
  • Page visits
  • Downloads
  • Referrals/links
  • Comments
  • Bookmarks
  • Actions taken
  • Money raised
  • Number of donors
  • Campaigns created by supporters
  • Content created by supporters
  • Community growth and strength
  • Individual relationship growth and strength

9. What is your exit, or growth plan? There are no guarantees that using social media will help you achieve your goals, so when choose your tools, think about how you could stop using them gracefully if they don't work for you.  Do you know how to delete your Facebook Page?  If your blog is integrated into your website, can it easily be removed?  Where will people be redirected to if they come to a site that no longer exists?

On the other hand, what if you are wildly successful and build a bustling online community, or an avid group of subscribers to your Youtube channel?  Will the tools you've chosen allow you to grow?

10. How can I have fun using social media?  This might seem like a silly question, but the number of clients I work with who come to me and sigh, "So, I guess I have to start a blog," is astonishing.  No one wants to read a gloomy blogger, or interact with a reluctant Facebook friend, or subscribe to a YouTube channel that is never updated.  Social media tools are social.  They require your interacting with other people so pick a tool, or tools that sound interesting to you, and have fun!

For more information about creating a social media plan for your nonprofit or do-good project, check out:

BlogHer Contributing Editor, Britt Bravo, also blogs at Have Fun * Do Good, WE tv's WE Volunteer blog, The Extraordinaries, and the Global Center for Cultural Entrepreneurship blog. She is a Big Vision Consultant.

Submitted by Britt Bravo (view blog) on Fri, 10/02/2009 - 4:49pm

Comments

 

Measuring success

This is so important and yet most social media programs do not measure ROI according to a recent study.

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Blogger for hire

Social media marketing consultant

Submitted by Vered on Fri, 10/02/2009 - 19:43
 

Thanks!

I'm not at this point yet. I just started a blog for my own creative use and also to connect with others creatively and politically. And I FaceBook for my own social use but I also use my FaceBook page for my progressive social change agenda. I read your article with future uses in mind. Thank you. It was really concise and helpful.

Always a... Willful Woman @ www.besidethestonewall.com Visitors always welcome! Bring your stories to share!

Submitted by Willful Woman on Sun, 10/04/2009 - 19:00
 

Thanks for reading!


Thanks for the link to the study, Vered, and I'm glad you found the piece useful, Willful Woman (:

Submitted by Britt Bravo on Mon, 10/05/2009 - 11:17