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101 Social Media Tactics for Nonprofits. A Field Guide

  • ID: 2212944
  • Book
  • February 2012
  • 224 Pages
  • John Wiley and Sons Ltd


"I often hear from the country′s largest and best–known nonprofits on how they′re using technology to push the needle forward on their important work. With this social media guide, all organizations no matter what size have the tools in hand to help the world, one click at a time."
CHRISTIE GARTON, USA TODAY Features Editor and "Kindness" blogger

"101 Social Media Tactics for Nonprofits delivers the pragmatic how–to advice that nonprofits always seem to ask for at conferences. Melanie and Chad deserve praise for helping nonprofits navigate and find resource–limited solutions with really useful information."
GEOFF LIVINGSTON, author, Welcome to the Fifth Estate

"Chock–full of actionable ideas! By now you already know that social media are important tools for nonprofits. To turn the promise into action, this valuable book is your guide to the actual tactics that work."
DAVID MEERMAN SCOTT, bestsellng author, The New Rules of Marketing and PR

"Melanie and Chad are well–known thought leaders in the nonprofit space who consistently provide effective, real–world advice to nonprofits. Their book is a thoughtful guide that gives nonprofits 101 useful ideas on using social media to engage with their current supporters and potential activists and donors. Nonprofit practitioners will find a lot of value in how they broke down the tactics into what you need and why and how to do it."
ALLYSON KAPIN, Partner at web agency Rad Campaign; founder, Women Who Tech

"Social media may still be new, but that doesn′t stop most social media books from spouting lots of useless platitudes. This book certainly does not do that! It′s chock–full of real, actionable advice that makes concepts clear and, better yet, tells you exactly how to implement them. If you have a strategy and are ready to get started, this book is for you."
HOLLY ROSS, Executive Director, Nonprofit Technology Network

"A must–read guide to social media that leaves you eager to implement. This book opens up a world of options for nonprofits as well as best practices that will save you hours. Once you have your strategy, there is no better book out there for accomplishing greatness!"
DANIELLE BRIGIDA, Manager of Social Media, National Wildlife Federation

"Feel that? It was a sharp elbow in your side from authors Melanie Mathos and Chad Norman urging your nonprofit to get over its fears and trepidation at using social media. They do this with a commonsense, tactical approach to using social media to do everything from raising thousands of dollars to recruiting thousands of volunteers. All backed up with real–world nonprofit case studies. So what are you waiting for? This is your playbook for success."
DAVID J. NEFF, author, The Future of Nonprofits: Innovate and Thrive in the Digital Age

Note: Product cover images may vary from those shown
Foreword xi

Acknowledgments xiii

Introduction xv

Using This Book xvi

Tactic Checklist xvii

Chapter 1 Setup 1

1. Claim Your User Name on Facebook 2

2. Brand Your YouTube Channel 3

3. Claim Your Venue on foursquare 4

4. Create a Branded foursquare Page 6

5. Create a Custom Twitter Background 9

6. Brand Your Facebook Page 11

7. Add Multiple Administrators to Your Facebook Page 13

8. Set and Display Rules for Your Facebook Community 14

9. Allow Supporters to Post Content on Your Facebook Page 17

10. Monitor Facebook Page Activity with Alerts 19

11. Use Commenting Tools that Authenticate with Social Accounts 21

12. Add a Facebook Like Button to Your Web Site or Blog 22

13. Add a Twitter Follow Button to Your Site 23

14. Include the ShareThis Sharing Button 25

15. Create a Flickr Pro Account 26

16. Publish Photos Under a Creative Commons License 28

17. Submit Your Photos to Flickr Groups 30

Chapter 2 Communicate 33

18. Use Collaboration Tools to Manage Twitter Accounts 34

19. Create Twitter Lists 36

20. Display Names of Staff Contributing to Twitter and Facebook 37

21. Connect with the Top Tweeters in Your Area 40

22. Monitor Local Twitter Activity Using Hashtags 42

23. Make Your Tweets Retweetable 44

24. Sign up for Tweets for Good 46

25. Recruit New Staff and Volunteers 48

26. Start, Join, and Organize Conversations with Hashtags 49

27. Promote an Event or Campaign with a Hashtag 51

28. Contribute to Mission–Related Twitter Hashtags 52

29. Use TwitPic to Share Photos and Videos 54

30. Display RSS Feeds on Your Web Site 55

31. Display Live Twitter Content on Your Web Site and Blog 57

32. Feed Your Blog to Twitter and Facebook 59

33. Use Facebook Social Plug–ins on Your Site 60

34. Add Events to Your Facebook Page 62

35. Integrate Other Social Channels with Facebook 64

36. Include Social Channels in Contact Information 65

37. Integrate Supporter Photos with Other Channels 67

38. Submit Content to Social News and Bookmarking Sites 69

39. Create a Wikipedia Entry 71

40. Create a Social Media Newspaper 72

41. Make a Buzzworthy Video 73

42. Participate in a Video Contest 75

43. Livestream Your Events 77

44. Provide Instant Access to Content with QR Codes 79

45. Share Presentations and Documents Online 82

Chapter 3 Engage 85

46. Create a Facebook Welcome Tab 86

47. Encourage Action with Facebook Custom Tab 89

48. Encourage Supporters to Share Facebook Content 90

49. Launch a Like Campaign 92

50. Use Facebook as Your Organization s Page 93

51. Ask Your Facebook Fans a Question 95

52. Get Creative with Avatars 96

53. Add a Tweet Button to Your Web Site or Blog 98

54. Empower Supporters to Take Social Action 100

55. Build Real Relationships with Social Communication 102

56. Ask Infl uencers to Share Your News 104

57. Engage the Blogging Community 106

58. Broadcast the Backchannel Buzz at Your Event 108

59. Organize a Twitter Chat with a Hashtag 110

60. Organize a Tweetup 111

61. Reward Your Supporters for Checking In 113

62. Add Mission–Related Tips on foursquare 115

63. Create a Custom Badge on foursquare 116

64. Participate in Giving Contests [with Caution] 118

65. Launch a Social Contest on Facebook 120

66. Build Stewardship Through Video 121

67. Ask Supporters to Share Photos or Videos 122

68. Hold a Video Response Contest 124

69. Create a Flickr Group to Support Your Mission 126

70. Hold a Photo Contest 128

71. Create a Photo Petition 130

72. Organize a Petition on Twitter 131

73. Socialize Your Internal Communications 132

74. Treat Your Social Networks Like V.l.P.s 134

75. Create Your Own Online Community 135

Chapter 4 Fundraise 139

76. Raise Money with Causes 140

77. Encourage Supporters to Make a Wish 142

78. Create a Facebook Donation Tab 143

79. Hold a Tweetathon 144

80. Launch a Sponsored Tweet Campaign 146

81. Organize a Fundraising Campaign through Twitter 147

82. Increase Conversions with Video Overlays 149

83. Use Video Annotations as Calls to Action 151

84. Enable Social Giving with Peer Fundraising Tools 153

85. Launch a Check In for Charity Campaign 155

86. Participate in Social Buying Platforms 158

87. Submit Your Organization to be Featured on Philanthroper 159

88. Ask Supporters to Pledge Social Actions 161

89. Participate in Social Gaming 162

90. Take your Fundraising Events to an Alternate Reality 164

Chapter 5 Measure 167

91. Analyze Facebook Activity with Insights 168

92. Understand Your YouTube Audience 169

93. Track Referrals from Social Sites 171

94. Measure New Visitors from Social Channels 172

95. Track Link Performance with Short URLs 174

96. Monitor Your Organization s Name on Twitter 175

97. Measure the Reach of Your Tweets 177

98. Calculate Your Twitter Infl uence 179

99. Create a Social Media Listening Dashboard 180

100. Use Social Media Monitoring Applications 183

101. Get a Strategy 185

About the Authors 187

Index 189

Note: Product cover images may vary from those shown
Melanie Mathos
Chad Norman
Note: Product cover images may vary from those shown