«  | Main |  »

Social Media

How to Use Facebook for Audience Research & Crisis Communications (Case Study)

Planned Parenthood faced a communications crisis last week when a clinic manager was videotaped covertly by actors working for an anti-abortion group, while she giving advice on getting medical care for under-age prostitutes. The stunt was designed to power the group’s campaign to cut off public financing for Planned Parenthood.

But Planned Parenthood responded to this crisis swiftly and comprehensively, emphasizing its commitment to “stay focused on giving women the health care they need and deserve.” Most importantly, Planned Parenthood didn’t leave it at traditional crisis communications. It acted swiftly to articulate the strategy behind the video stunt and to terminate the manager in question, as the organization does not provide health services to minors. And it leveraged the strong relationship it has with its community online…

I was pleased to hear from Planned Parenthood almost immediately after the news hit, via Facebook. I’m one of the organization’s 97,000 likes which means I saw this update before I heard the story elsewhere:

That was followed by several updates over the next few days, dripping out the organization’s response as the sequence of events became clear. Planned Parenthood’s use of Facebook for immediate and ongoing outreach — positioning the action as part of a de-funding attach, reinforcing its own values and focus, asking for support, pledging to do the right thing — motivated strong and vocal support for the organization.

Ironically, Planned Parenthood’s outreach to its Facebook community on its Facebook presence (a.k.a. audience research) had caught my eye earlier last week:

What better way to hone your social media presence than asking your community? Planned Parenthood has received 194 comments to date in just one week. The staff has taken an active role in the discussion, asking for clarification and thanking commenters. And the feedback they’ve received is really useful. Here’s a sampling:

  • It would be great to have info about volunteering/interning opportunities for young people with plenty of free time to give to good causes.
  • Seems like a lot; I see several posts per day, and I glaze over at least half of them.
  • Great idea to poll your supporters! Have you developed a formal strategy for utilizing social media? You can include more posts, links, and information without clogging the newsfeed by using customized tabs. If you want tips/strategies, I’d be happy to share! Keep up the good work.
  • I don’t know if I’d separate the info– I like the posts; hard to separate health info from the political since a lot of yourr health services are constrained by politics.

P.S. Learn how to strengthen your nonprofit’s marketing impact with the new 2011 Guide to Nonprofit Marketing Wisdom.

Nancy Schwartz on February 7, 2011 in Social Media | 0 comments
Tags:, , , , , ,

There’s More to Nonprofit Marketing than Social Media

Flickr:Leo-ReynoldsA few months ago I was invited by the folks at the Frogloop blog to guest author on a social media issue.

For those of you who don’t know it, Frogloop is a high-value resource focused mostly on social media. As you would expect, I was asked to write on social media.

But I found that a tough assignment.

There’s so much written on social media, and so much useful content already published on Frogloop, that I didn’t feel I had much to add. Then I realized I did have that something—to reinforce the framework that’s a prerequisite for social media (and overall marketing) success—marketing fundamentals.

You see, I’m concerned to see nonprofit marketers forsake the well-tested cornerstones of effective nonprofit marketing to do all social media, all the time. Or even 40% of the time.

I invite you to read my take here and add your perspective to the compelling conversation underway. Looking forward to hearing your point of view!

P.S. Get more in-depth articles, case studies and guides to nonprofit marketing  success — all featured in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy Schwartz on October 11, 2010 in planning, Social Media | 1 comment
Tags:, ,

5 Key Social Media Takeaways – National Conference on Volunteering and Service (#NCVS)

Photo Lyn Hughes 2009I want to welcome guest blogger Colleen Farrell.  As senior director of marketing and communications at New York Cares, New York City’s largest volunteer organization, she is a master communicator re: volunteer engagement. Today, Colleen shares some social media insights for volunteer communications…

I’ve been immersed in social media for several years, but like everyone else, have much to learn.  New York Cares has a very credible (and fast growing) online presence, but I often feel like we’re just scratching the surface.

That’s one reason I attended last week’s 2010 National Conference on Volunteering and Service (NCVS). Social media was all the buzz, with its own dedicated track (standing room only) featuring speakers from Facebook, Twitter, Pepsi, Craigslist and others.  And most importantly, it created a vibrant forum for sharing experiences and wisdom from the crowd.

I came away with multiple takeaways (always a good sign). Here are my top five:

1.  There are no experts – There are no social media manuals, and there is no single right way to do it. The best way to learn is to get out there and do it. Twitter’s Jack Dorsey got laughs when he recommended not following panelists’ advice – instead trust and listen to your community.  They’ll tell you what matters.

2.  It’s not about us – The days of one-way communications are over.  Jessica Kirkwood of Points of Light Institute suggests thinking of social media like a cocktail party.  You can’t just walk in and expect people to listen to you.  You need to introduce yourself and ask questions – engage in a conversation.  If you do it right, you’ll get a chance to share your own story in a context that matters to people you meet.

3.  Measure – Many organizations – mine included – got into social media because it seemed like the right thing to do.  Now my team and I are looking hard at what we do, why we do it and results we get, e.g. ROI.  I’m interested to learn more about low-cost dashboards like Spredfast to automate measurement across channels.

4.  No silo zone – Don’t silo social media with one person or department.  Embed it in everything you do and empower people to participate, internally and externally. Set policies and guidelines, appoint owners, then mobilize your community to tell your shared story. Nonprofit leaders should lead by example and use the tools themselves.

5. Tone - Personalize, humanize, be transparent, and above all, be authentic.

The Case Foundation’s Sokunthea Sa Chhabra did a great summary of a session called ‘Social Media for Social Good.’  Check out conference hashtags on Twitter (#NCVS and #SM4SG) for notes and links on getting started, and more.

Do any of these topics resonate with challenges you’re facing?  How is your organization using social media to advance mission?

 

P.S.  Enter today - The 2010 Getting Attention Nonprofit Tagline Awards (a.k.a. The Taggies) close on July 28! And this year, for the first time, you can submit your organization’s program, fundraising campaign and/or and special event taglines, in addition to your organizational tagline.

 

Guest Blogger on July 8, 2010 in Social Media, Volunteers | 2 comments
Tags:, , , , ,

Less Is More! – Uncommon Advice from a Nonprofit Social Media Enthusiast

nonprofit social mediaLet me introduce you to guest blogger Celeste Wroblewski, vice president of external relations at Donors Forum in Illinois.  Celeste is a longtime friend and colleague, and one of the smartest minds in the field…

As I review advice on social media for nonprofits, I often come across rules like these:

  • It’s about conversing and listening: It’s not about sharing your own news.
  • Post X times a week on your blog and X times a day on Facebook.
  • For every tweet about your organization, tweet four times about others.

While this advice works well for some, I think it overwhelms beginners and those working in small organizations.  Moreover, this approach generates a flood of content for those who read these posts, updates and Tweets.

At Donors Forum in Illinois, we believe that there are no rules or,  at least, that it’s time to reexamine them.  Our strategy is to:

This streamlined approach is shaped by the limited size of our communications team (1.5 people) and by the knowledge that our constituents are already overloaded.

As social media proliferates, the messages have become overwhelming and the conversations  recursive. And we know that, consistent with our mission,  our constituents want us to filter and curate information.

Our social media strategy follows suit.  We do not converse simply to converse—we don’t do #FollowFriday, we don’t retweet a lot, we don’t provide accounts of mundane activities.

What we do is to concentrate on what is most important to grantmakers and nonprofits in Illinois.

So, what do you think:  Can less be more in social media? Please share your comments here.

Guest Blogger on June 14, 2010 in Blogging for Nonprofits, Social Media | 10 comments
Tags:, , , , , ,

How to Generate Buzz via Social Media: Real Life Dos and Don’ts

How to Generate Buzz via Social Media Real Life Dos and Don'tsHas this happened to your organization: You experimented with social media tools and found that nothing happened at all?

If so, you’re not alone. One of the most frequent complaints from organizations trying social media out is that after taking the plunge–whether tweeting, blogging or launching a Facebook fan page–nothing happens.

Now there’s help: I partnered with NTEN ED Holly Ross to share guidelines and case studies on using social media tools to build buzz (and reach) via this webinar for the Communications Network. And now the video recording and slide deck are available to you, at no cost.

Our presentation covers the nuts and bolts of social media success, the readiness required to put them to work and a laundry list of dos and don’ts. Although the case studies are about grantmakers, the examples and findings are equally relevant to nonprofit organizations.

I recommend you take an hour out to make sure your social media buzz building is all it can be. Here’s what one participant had to say (and another, just in).

P.S. More effective messaging is a priority for all organizations. Learn how to craft the most essential message — your tagline. Download the free 2009 Nonprofit Tagline Report, filled with must-dos, don’t dos, case studies and 2,500+ nonprofit tagline examples!

Nancy Schwartz on February 18, 2010 in Nonprofit Communications, Professional Development, Recommended Resources, Social Media | 1 comment
Tags:, , , , , , , , , ,

Call for Input–Your Stories on Two Key Nonprofit Marketing Topics

Call for Input--Your Stories on Two Key Nonprofit Marketing TopicsI’d like to ask for your help. I’m putting together a presentation and an article, on two different topics, and want to highlight my guidance with real-life stories of nonprofit marketing in action. Here’s what I’m looking for:

1) Are you using a keyword strategy as the first (or only) step to search engine optimization (SEO)?

  • I’m writing an e-update article that guides organizations on how to identify the right keywords for SEO (the first step to getting your org’s online content as far up in search engine results as you can, ideally in the first 10).
  • Seeking mini-case studies of organization’s who are doing this.
  • Please share your story here. It will take 5 minutes, at most! Thanks.

2) Are you integrating your social media outreach into your overall communications strategy?

  • I’m speaking at NTC on this crucial topic, and need some case studies from small or medium organizations to share.
  • Please share your story here. Won’t take more than a few minutes.

If you can’t answer yes to either question, but you know a colleague at another organization who can, please forward this request.

Many thanks!

Nancy Schwartz on February 16, 2010 in Case Studies, Nonprofit Communications, Social Media | 1 comment
Tags:, , , , , ,

Red Cross’ Communications Innovation in Haiti Disaster Relief Effort — Smart Stuff

Red Cross' Communications Innovation in Haiti Disaster Relief Effort -- Smart StuffBefore digging into American Red Cross’ stellar communications on the Haitian earthquake relief effort, I urge you to contribute to help the people of Haiti. Here’s a list of several organizations you can give to.

Please spread the word to colleagues, family and friends. Relief needs are huge.

At the moment of, I wanted to tip my hat to the American Red Cross for its immediate and creative communications strategy on the situation in Haiti and fundraising for relief efforts (through its International Response Fund). Their work is a great model for your organization when you’re responding to a crisis or simply handling everyday business.

Here’s how the Red Cross’ communication innovation is boosting the impact of disaster communications:

  1. Pushing out the latest from Haiti via the Disaster Online Newsroom, a blog that makes it easy for Red Cross staffers to get new info out a.s.a.p.
  2. Producing almost-real-time, short-form, easy-to-absorb video on the state of the devastation and the challenges faced by the relief effort. This video was “on the air” (via the blog) five hours after the earthquake struck.
  3. Sharing the Red Cross’ relief strategy as it evolves (via the video). The weak infrastructure in Haiti has resulted in the collapse of many entries into the damaged entries. The Red Cross outlines its preparation in surrounding countries for entering Haiti today.
  4. Making it incredibly easy to give via mobile phone.Text “HAITI” to 90999 to donate $10 to American Red Cross relief for Haiti.
  5. Mobilizing social media tools to spur awareness, giving and conversation in multiple communities. You can follow the Red Cross’ Haitian relief news via Twitter (@RedCross), the org blog and Facebook.

Overall, the Red Cross is doing a great job in utilizing a broad range of communications channels and capitalizing on each one’s strengths.

Other organization’s are also responding effectively. Oxfam has communicated its relief focus (public health, water and sanitation to prevent the spread of waterborne disease) which is very helpful in making giving decisions. Partners in Health, already on the ground in Haiti, is bringing medical assistance and supplies to hardest-hit areas.

P.S. Follow these key strategies to maintain the impact of your org’s communications in the shadow of a disaster like this one.

To learn more about social media and other key communications strategies, get the in-depth articles and case studies featured in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy Schwartz on January 13, 2010 in Case Studies, Nonprofit Communications, Social Media, Web 2.0 | 2 comments
Tags:, , , , , , , ,

Birthday Wishes — and Thanks a Million — to Beth Kanter

Birthday Wishes -- and Thanks a Million -- to Beth KanterDo you know Beth Kanter, dedicated teacher, experimenter, provocateur, mentor to organizations weaving their way through social media? If not, I suggest you dive into her blog a.s.a.p., because to know her is to learn from her.

Here’s what’s different about Beth – she’s relentless in her pursuit of understanding why and how social media build conversation and connection, and why not. And she shares everything she knows. More than any other single person, she’s leading nonprofits into smart and useful use of social media tools.

Beth even makes her 53rd birthday (today) into an opportunity to learn and to give back — by “friendraising” $530 to send 53 Cambodian children to school. You can give here to make that happen.

Happy birthday, Beth. I love your passion, admire your focus, am inspired by your creativity and benefit constantly from the insights and questions you share. Thank you.

P.S. To learn more about social media and other key communications strategies, get the in-depth articles and case studies featured in the twice-monthly Getting Attention e-update. Subscribe today.

Nancy Schwartz on January 11, 2010 in Nonprofit Communications, Social Media, Web 2.0 | 0 comments
Tags:, , , , , , , , ,

Best First Step into Social Media — Monitoring Your Nonprofit’s Reputation and Issues

Best First Step into Social Media -- Monitoring Your Nonprofit's Reputation and IssuesI had the fantastic opportunity of facilitating a conversation (slides here) on this vital topic at the Communications Network conference recently. Here's the problem we were helping participants to solve:

  • The daily volume of content and conversations created in social media channels – blogs, Facebook, Twitter and more – is huge, and growing exponentially. These conversations were always happening but you couldn't hear them. Now you can.
  • You need to know how they cover your organization, leaders, programs, or issues.This is information critical to your decision making.
  • Beyond listening, you need to respond appropriately, in addition to all your other communications responsibilities. 

Making sense of all the content and conversation out there is challenging, but the right listening strategy and tools enables you to filter out the key conversations.  That's the first step in any effective social media strategy.

Here are three guidelines for effective listening from panelists Larry Blumenthal, Director of Social Media Strategy at the Robert Wood Johnson Foundation; Laura Braham, Web Officer at the Open Society Institute; and Holly Ross, Executive Director of NTEN: The Nonprofit Technology Network: 

  • How to use what you hear: 1) To better serve your networks by knowing what they're saying to others and to you — instant audience intelligence; 2) To respond to and/or engage critics; 3) To stay abreast of the latest developments in your area of work.
  • How to overcome objections that listening is unnecessary: Compile and share online conversation on critical keywords and themes over a
    week or a month. Provide some concrete examples of how not listening or
    participating meant that others spoke for (and defined) your organization. Others speaking out is fine, but your organization's voice should be in the mix.
  • What to listen for and best free listening tools: 1) Google Alerts and RSS feeds (searches blogs, websites) for keywords (org name and URL, issues, leadership names, competitive/colleague org names); 2) Twitter search. Here's more guidance on putting together a one-stop listening dashboard.

Very frankly, avoiding these conversations is just putting your head in the sand. If you do, you're missing hugely valuable insights into the world in which you work and the opportunity to respond to them proactively.I urge you to take these guidelines in hand and get listening today.

P.S. Don't miss out on in-depth articles, case studies and guides to nonprofit marketing success — all featured in the twice-monthly Getting Attention e-update.  Subscribe today.

Nancy Schwartz on November 2, 2009 in Nonprofit Communications, Social Media | 1 comment
Tags:, , , , , , , ,

The Why Behind the Disconnect — Supporters Embrace Orgs Online, but Don’t Give There

The Why Behind the Disconnect -- Supporters Embrace Orgs Online, but Don't Give There

A new research report just released by cause branding pros at Cone shows that 79% of those online are behind orgs harnessing email, Web sites and social media to build awareness, grow giving and motivate action. Better yet, 60% of this group has engaged with one or more cause — from forwarding an email to a friend to purchasing a cause-branded product.

That’s all rosy, but here’s the disconnect. Despite this high level of interest and awareness of causes online, action lags far behind. Only 18% of users have donated via online media and/or done more to help the cause in another way.

Evidently, it’s fear that’s keeping them from giving online. That’s what the research tells us. But I think the disconnect is much greater than that.

My take is that online media (especially via social media tools like Facebook and Twitter) is more about friendraising than fundraising at this point. Dollar and gift counts are low now but are growing and will continue to do.

If you buy my take, then focus on building communities, not dollars. If you hit too hard on giving, you’ll alientate some of your org’s friends, and they are hot prospects for future giving. You don’t want to lose them.

What’s your take on Cone’s findings, and what they mean for your online strategy? Please share your thoughts with me via email or the comments box.

Nancy Schwartz on October 21, 2009 in Fundraising: Innovations & Research, Nonprofit Communications, Social Media, Web 2.0 | 6 comments
Tags:, , , , , , , , , ,

← Previous Entries

Next Entries →

<< Back to Main