
Wednesday I had a chance to present a “Social Media 101″ workshop for nonprofits at Google’s Cambridge offices. The event, coordinated by HandsOn Tech Boston, was well-attended by nonprofit professionals eager to put the relatively new social media tools to use in service of their missions. Before delving into the mechanics of how to read Facebook Insights or get tweeting, I felt it was important to share how social media can help nonprofits achieve our goals. I came up with six important benefits we have found using social media at Social Capital Inc. that I thought could apply to many other organizations as well. I came up with a seventh key bonus point while writing this. Here is the list:
1) Learn: Putting learning as the first benefit of social media put you in the right mindset for success. Social media can be a great way to stay current in one’s field. I especially like Twitter as a learning tool, as I can set up columns in Tweetdeck (see sample below) to keep an eye on what people are tweeting on key subjects for SCI like “social capital” and “#boston”. Choosing people to follow who are resourceful, and organizing them into topical lists is another way to keep a stream of good info coming. Another reason I put learning first is that if you’re using social media to find good articles, resources, events and so forth, that is in turn great content to share back out on social media, and position yourself as a good resource.

2) Raise brand awareness: When we wrote our first social media plan, our top goal was to enhance our position as a leader in the area of social capital and civic engagement. Sharing the latest articles and useful resources on these topics helps demonstrate our expertise. Blogging gives us a platform to share our own ideas and best practices. Social media helps place us in the midst for the conversation in our topics, and that in turn opens up opportunities. This has included a chance to lead a panel on social capital at a funder conference, invitations to national events that have led to funding opportunities, and more.
3) Make new friends: The open nature of platforms like Twitter and Google+ lend themselves to finding new contacts based on common interests. SCI AmeriCorps member Leigh Wilmot, who serves with NuPath Inc., shared her story of how searching on Twitter for #autism helped her connect with like-minded organizations. This included one group, Acoustic for Autism, that wound up donating 100 of their special music CDs to NuPath.

Leigh Wilmot shares a "making new friends" story
4) Keep the old friends: Social media is a great way to strengthen ties with people and organizations we already know. We can keep up with what friends are doing on Facebook, of course. I like to use social media to give “shout outs” to partners and supporters to show our appreciation. I shared examples of how we’ve been posting big thank you’s to our Social Capitalist Luncheon on our Facebook page, and my tweet sharing about the praise I’d been hearing about the after school program @BGCWoburn, and this one encouraging people to support our partners.

5) Boost web traffic and expand email list: After the first year of really commiting as an organization to an active social media presence, traffic to our community portals roughly doubled. We’ve also continued to expand our email list alongside our social media. One can get excited about social media and think that is where all the action is, but for most organizations, it should be just one piece of the communication strategy. Most social media posts are short, and link to websites where more information can be found. We see on our site stats the importance of people coming in through social. It’s worth noting that good, “old fashioned” Constant Contact email blasts still generate more action on things like selling fundraising event tickets or donating to our annual appeal.
6) Call to action: Lots of hands were raised when I asked how many people were at the session hoping to find ways to use social media to raise funds for their cause. I put calls to action last for a few reasons. First, someone jumping onto social media pushing out mostly fundraising requests or other self-promoting content (come to my event, volunteer for us, etc.) will be sorely disappointed–and turn off anyone that’s chosen to follow them. Focusing on the first five points above will help one develop a social network of friends that will likely be receptive when you do mix in some calls for action…ideally, some of those folks will be inclined to share those calls to action with their friends, much more powerful than coming from the organization! I gave an example of how very targeted calls to action are most compelling:
On a 15 degree day in February, SCI AmeriCorps member Candice McLaughlin got a call from a woman who had nowhere to turn for fuel oil assistance, and had been out of oil for three days. Candice shared about this need on Facebook and Twitter, and within an hour we had raised enough funds from the community to send an oil truck to the woman’s house. More on this story here. This worked because we’d developed a good network, had a compelling ask, and we are judicious about how often we are using social media for calls for funds.

From a vigil we organized following violence in our community
7) Connect in times of crisis (bonus blog-only point!): As I’ve been writing this, I’ve read and shared tweets from @WoburnSchools first indicating there was a two hour delay due for our local schools, followed by a tweet a bit later that school was cancelled due to worsening snow. Now, six inches of snow isn’t a big crisis (though the wringing of hands on Facebook has been palpable this morning!), but it is a simple reminder of how important social media can be for timely information sharing in times of crisis. There have been too many reminders of this over the past year, it seems. We got a relatively light touch from Hurricane Sandy, but had a dramatic need for use of social media when there was a massive manhunt for heavily armed robbers who had shot a Woburn police officer. I’ve written about this here, and Pastor Keith Anderson nicely describes our collaboration and the role of social media during this crisis.
There’s my list on how I see social media helping further our nonprofit mission. Do you have any that you would add? Stay tuned for the 4 Keys to Social Media Success that I presented, will post that next week! Meanwhile, you can get a feel for what people were sharing at the event via this Storify compilation, and check out the presentation on SlideShare.
Originally published on my Social Capital Inc. blog. Re-publishing here in part to be able to add more images!